If you are not capturing your conference content, you are missing out on leveraging your content in a way that has never been possible before. In the past, the only way to distribute your content was on physical media. With the development of the internet, multi-media and improved bandwidth, organizations now have the ability to distribute their content globally at little to no cost. This is really exciting news for organizations.
Probably the most compelling reason to capture your content is because of the value and benefits to an Association’s marketing department and outreach efforts.
Today you can create a library of your content and invite the world to your library to watch a session for free. With simple access codes, you can send invitations via email, which pretty much costs nothing. This type of promotion would never have been possible in the world of physical media. The power of being able to target your exhibitor’s community and invite them to watch a session from your conference is an unprecedented marketing opportunity. It has been proven that those visitors will not only purchase other sessions in the very near future, they are your future members and conference attendees.
Giving people the opportunity to experience your educational content is one of the most powerful forms of marketing to attract new members to your Association and new attendees to your meeting. To not have this content available for marketing purposes puts your Association at a huge disadvantage.
Capturing your content is still valuable to the conference department as it can add significant value to attending the meeting. By allowing your physical attendees the ability to review the sessions they attended, and watch sessions they did not attend, this adds meeting value for your attendees. Giving your attendees the ability to share the education with other staff is a huge benefit to why attendees might come to your meeting in the first place. If faced with the decision on conflicting meetings, attendees will often select the meeting where they receive the recordings, which improves their ability to improve their education as well as the education of their staff.
Today, social media channels are an important part of a marketing plan. Those channels are only effective when you distribute meaningful content and messages. Using the recordings from your conference is a great piece of content to distribute through social media.
Every Association is asking the question, “How do We Engage Our Members All Year Long”? One of the answers is to re-broadcast the 12 best sessions from your conference, on a monthly basis, for those who did not attend the conference. Re-broadcasts can be sponsored for a cash neutral marketing effort that will definitely engage more members.
Many Association’s marketing departments are faced with the task of targeting students or Millennials. Exposing both groups to your educational content and the value your education plays in their professional development is an important recruitment tool when reaching out to these groups.
In summary, there are many powerful ways of using your conference content to drive revenue, increase exposure to different groups and greatly enhance your marketing efforts. If the decision was made to not capture your content based on the options of yesterday, it may be time to rethink that decision. With all these tools available to an Association today, not capturing your conference content could put your Association at a huge disadvantage.