Stumbled upon this graphic yesterday from Justin Bateh, that perfectly encapsulated the status quo vs. innovation debate, and it got me thinking. We are living in an era where the playbook for content marketing is being completely rewritten. If you're not keeping up, you're missing out on a massive opportunity.
Now, let's talk AI. It’s a game-changer in how we work and the content we consume. However, amidst the surge of AI-generated content, authenticity has emerged as the ultimate currency.
For us in content marketing, the game has evolved. It's no longer just about capturing attention—it's about building trust and infusing authenticity into our content.
As event content marketers, we're sitting on a treasure trove of authenticity - our speakers and their rich, human insights. This, my friends, is our unfair advantage. In an age dominated by AI, genuine human expertise is priceless.
So, how do we leverage this golden opportunity to create experiences that stick, that matter, and that inspire? Here are my four key strategies:
- Capture and share speaker-generated content in real-time. There's something irresistibly authentic about content that's shared as it unfolds. It carries an unfiltered, raw quality that meticulously edited highlights can't match. Don't forget to sprinkle in your branding for that personal touch.
- Create a sense of urgency and immediacy around your content. Sharing insights and moments as they happen, not hours or days later, boosts visibility and engagement. It's about being in the 'now' and making sure your audience is right there with you.The spontaneity of near-live content also taps into the fear of missing out (FOMO)
- Leverage your extensive speaker network. Create personalised speaker clips. Make it effortless for them to share content. When viewers feel a direct connection to the speakers, your brand is seen as more genuine and transparent. This authenticity fosters trust and loyalty, which are priceless and set you apart in the crowded content market.
- Create a speaker highlights webpage. Offer a lasting home for event insights beyond the fleeting lifespan of social media, ensuring your content's permanence and deepening audience engagement with a dedicated, evergreen platform for your event's most impactful moments.
What are your thoughts? Any other "unfair advantages" you've discovered?