Live Event Coverage as a Content Generation Strategy
February 10, 2025
On-site event coverage is one of the best marketing tools we have for our clients. Whether it’s a four-day conference or holiday pop-up to feature a product, capturing footage and stories sets us up for marketing success all year long.
Photo and Video to Use Ongoing
Our team captures photos and videos of the event for two purposes – to document the event and to use in marketing for the next event. Sharing photos and videos of real people at a real event connects with potential attendees much better than a stand-alone graphic or stock imagery. It builds the bank of content to use when the next event rolls around.
Additionally, quick interviews are great ways to capture video testimonials – both about the event and the brand overall. This is one of the best times to get in front of happy customers/clients.
Live Social Media Coverage Boosts Engagement
During events, we post consistently on social media to engage attendees and those who are not attending the event. Who doesn’t love opening Instagram to see a smiling photo of themselves?
For the Building Performance Association (BPA), we shared lived updates during their 2024 national conference and saw these results:
68
new Facebook followers
(in 4 days)
30
new Instagram followers
(in 4 days)
57%
post engagement rate on Facebook
(40% average outside of event)
15%
post engagement rate on Instagram
(3% average outside of event)
Brand Stories and Interviews
Having an engaged group of attendees gives us the opportunity to capture brand stories and interviews that are evergreen. When we are on-site for an event, a simple conversation can spark the idea for a blog series, social media campaign or new marketing message to try.
By spending time talking to your audience, we can understand what they find valuable and curate stories from there.
Capturing the energy of an event is essential to market events in the future and generate content that can be posted all year long.
