Events are now taking center stage in marketing strategies. At RingCentral’s recent Beyond the Venue: Event Strategies for Modern Marketers session, marketing expert Daniel Murray, founder of Marketing Millennials, and Kristen Koenig, RVP Video at RingCentral, shared insights on the critical role of events in modern marketing.
Social-first content
Daniel emphasized the importance of adopting a social-first approach to content creation. He noted the COVID-19 pandemic accelerated this trend, as people craved human connection while consuming short-form, shareable content on platforms like TikTok, YouTube, and Instagram.
Events as content generators
Kristen and Daniel discussed how events are goldmines for content creation. By approaching event planning with a content-first mindset, marketers can create a wealth of material that can be repurposed long after the event concludes.
Daniel advised, “When I do events, I always think about how to create this event that I can repurpose forever and create evergreen content that I can make on social, blogs, podcasts, newsletters, etc.” It’s about killing two birds with one stone—creating engaging experiences and generating a wealth of shareable content.
Tips for maximizing event content:
- Capture shareable moments during the event
- Create content suitable for different platforms (e.g., short videos for TikTok, professional insights for LinkedIn)
- Repurpose event content into blog posts, podcasts, and newsletters
Bridging B2B and B2C marketing
The line between B2B (business-to-business) and B2C (business-to-consumer) marketing is blurring. Daniel pointed out that marketers now compete for attention not just with other B2B companies, but with all brands across the digital landscape. This shift requires a fresh approach to content creation and event planning.
Advice for marketers:
- Create content that resonates with both professional and personal interests
- Look beyond traditional B2B strategies and draw inspiration from successful B2C campaigns
The “Costco sampler” approach
Daniel introduced the concept of the “Costco sampler” in marketing, offering a taste of your content to attract audience attention. This approach involves creating highly shareable content like memes, funny videos, and quotes to capture interest and guide potential customers through the marketing funnel.
Steps to implement the Costco sampler strategy:
- Create attention-grabbing, shareable content
- Use “rented audiences” on high-growth platforms like LinkedIn, YouTube Shorts, or TikTok
- Convert this attention into owned audiences through newsletters, podcasts, and events
Adapting to different mediums
Both speakers stressed the importance of tailoring content for various platforms. When planning an event, consider how to create different types of content suitable for each medium:
- Short, engaging videos for TikTok and Instagram Reels
- Podcast-style content for audio platforms
- Professional insights and “clickable moments” for LinkedIn
Remember, high-quality content doesn’t always require expensive equipment. Even with basic tools like a good microphone and camera, you can create impactful content across multiple platforms.
Creating a year-round marketing continuum
Events shouldn’t be isolated occurrences but rather threads in a larger marketing tapestry. By viewing events as part of a continuous strategy, marketers can create ongoing engagement with their audience throughout the year.
Final thoughts
As the marketing landscape evolves, events play an increasingly crucial role in engaging audiences and generating valuable content. By adopting a social-first mindset, creating shareable moments, and competing for attention across all platforms, marketers can refresh their event strategies and connect more effectively with the millennial and Gen Z demographics.
Remember, in today’s digital age, you’re not just competing with other B2B companies—you’re vying for attention with every brand out there. Make your events and content stand out by thinking creatively and focusing on what truly engages your audience.
Want to hear more about this topic? Connect with our speakers on LinkedIn.
Watch the full session on demand, starting at 6:40.
Check out the other blog in our RingCentral Events AI Real Talk series here:
- Virtual events are evolving–is your approach?
- Beyond ChatGPT: AI’s strategic impact on events
- How to make your events accessible
Originally published Aug 22, 2024, updated Sep 13, 2024
