Revolutionizing Engagement: VMware’s Triumph in Event Content Activation and Repurposing Strategy
Maximizing the value of event content through intelligent repurposing and extended reach not only ensures the highest return on investment, but also significantly improves engagement and brand reach. Traditionally, large-scale events generate free-flowing, diverse, and high-quality content, but in many cases, their impact fades as quickly as they come to a close.
Now, the industry is witnessing a paradigm shift geared towards extending the longevity of such content, repurposing and reutilizing it for maximum benefit. Embracing this shift requires a unique approach vastly different from traditional methods – but as VMware’s case demonstrates, the rewards can be impressive.
Let’s delve into the phenomenal achievement of Meisha Bochicchio, a digital content marketing program manager at VMware. She tackled the inherent challenges in implementing a novel program to repurpose over 800 event sessions’ content. Such a move saw an exponential increase in engagement, where repurposed materials contributed towards expanding the reach of VMware’s events, augmenting targeted campaigns.
Moreover, this content repurposing strategy offered support to other business units by supplying top-notch content, thereby acting as an internal resource and maximizing synergies across the company.
Yet, the path towards successful event content repurposing has its obstacles. No, it isn’t an issue of access, given how hybrid, onsite-offsite events have replaced the traditional model. Neither is it a technological barrier – numerous tools exist to recycle content intelligently. And it’s certainly not a dearth of vision. The core problem, surprisingly, lies with ownership.
Most teams reach their intended KPIs, after which they move onto the next item on the agenda, neglecting the goldmine of content literally at their fingertips. The event team’s leap towards the next event leaves a vacuum, stripping the potential of repurposed content and perhaps leaving untapped engagement opportunities on the table.
Understanding and affirming the importance of event content ownership is crucial. This mindset allows organizations to exploit the full potential of the content generated from events. Extending the life of event content escalates the number of post-event touchpoints, paves the way for improved lead generation and promotes heightened brand awareness.
Implementing a successful repurposing strategy involves transcending conventional event content usage and embarking into the unchartered territories of content repurposing. The advent of hybrid events offers the perfect opportunity, facilitating a seamless blend of physical and digital content that can be repackaged and reutilized at scale.
The compelling benefits of this approach range from reaching broader audiences through diverse channels to improving ROI and enhancing brand visibility. Every repurposed piece of content extends your brand’s lifespan, compounding over time to create tangible, impactful outcomes.
In summary, the ability to maximize event content, primarily through repurposing, has emerged as a critical differentiator in today’s hyper-competitive landscape. Embracing this transition could open the door to unprecedented engagement levels – just ask VMware. As the world leans more towards the hybrid event model, the one who successfully repurposes content will undoubtedly take the lead.
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