Why DIY Event Content Is Like Cutting Your Own Hair: You’ll End Up Back in the Chair
Just because you have the tools doesn’t mean you should use them—leave event content creation to the experts for flawless results every time.
During a recent visit to a Bristol barber, I noticed he was selling hair clippers (at a bargain price)! Finding this odd, I asked him if this would not damage his business. No, he explained, since flogging clippers he’s business improved as a result. “My clients take off with them, try it on their children, or get the partner to have a go, and then they are back in a jiff so I can sort the mess. You can’t Google experience.”
Fixing event content is not similar to a shearing but the message is. At ‘that coalition’, we often work with clients who assume they can sort pre-and-post-event content themselves. It’s easy to understand why. Listen to talk-radio call-in shows and one of the most popular topics is education. It’s because everyone’s been to school and many adults have children in school. That makes them believe they are education experts. They are not. Teachers with experience are education experts.
While it is true that most event organisers are brilliant at organising flawless events, it is also true that just because most people can read and write, it does not make them content creators. But trust me, that does not prevent them from grabbing hold of the clippers (read ‘laptop’) and having a go at all of the below.
In the B2B pre-event content space I have witnessed horrible attempts at:
Conducting pre-event interviews with keynote speakers or panelists to try and build excitement about the event and sell more tickets;
Producing teaser videos that should have provided sneak peeks of what’s to come, such as venue highlights, behind-the-scenes preparations, or snippets of previous events;
Writing blog posts and articles that discuss event themes, industry trends, or key topics that will be covered at the event;
Creating social media content to share updates, countdowns, speaker announcements, and interactive polls and Q&As on platforms like LinkedIn, Twitter, Telegram, X, and Instagram;
Drafting email campaigns to target potential attendees with event details, registration reminders, early bird offers, and highlights of what’s in store;
Writing press releases announcing speaker lineups, partnerships, or special features.
Sharing event agendas and schedules of event sessions, workshops, and networking opportunities;
Highlighting special discounts, giveaways, or exclusive access to certain parts of the event to encourage early registration; and
Conducting pre-event webinars or Q&A sessions online where attendees can interact with speakers or organisers to get a better understanding of the event’s value.
It’s starting to get boring now but when the event is over, it gets worse. Post-event content is crucial for extending the event’s impact, nurturing relationships with attendees, and promoting future events. It focuses on sharing key takeaways, preserving event memories, and continuing engagement. (Read: From Pulpit to Purpose: Repurposing Your Events Content to Build a Congregation)
These should but very seldom do, include:
Event recap articles that summarise key sessions, major announcements, and significant moments from the event, often accompanied by quotes and insights from speakers;
Curated videos of the event's presentations, panels, and workshops, available on-demand (or behind a paywall) for those who missed them or for wider audiences;
Post-event surveys to gather feedback from attendees to assess their experience and gain insights for improving future events;
Social media highlights sharing photo galleries, video highlights, and key quotes or statistics from the event across social platforms;
‘Thank You’ emails that are personalised to attendees, sponsors, and speakers, expressing gratitude and including links to post-event resources;
Follow-up webinars offering additional online sessions to dive deeper into topics covered at the event, often featuring event speakers or industry experts;
Case studies or whitepapers developing in-depth content based on discussions or data presented at the event, providing value to industry professionals and thought leaders;
Attendee testimonials and reviews to collect and share testimonials from attendees to build credibility and promote future events;
Event photo and video galleries of professional photos and well-edited videos capturing key moments of the event; and
Content repurposing by creating blog posts, infographics, or eBooks from the event’s discussions and presentations to continue the conversation and reach a broader audience.
See what I have done here? I have given you the clippers for free. You can either have a go at it or sit back, snooze, and get the experts with the experience to get it right the first time.