- 10 MIN READ
As marketing pros may know all too well, the thought of return on investment (ROI) is never far from any event. While increased brand visibility and a higher level of trust among your audiences are easy wins, they constitute only part of the real value of your event.
A good part of that value is locked away in how you give your event content a new lease of life in the weeks and months that follow. Apart from expanding the reach of your event, repurposing your event content allows you to generate more leads and boost your chances of a sales conversion.
But how do you repurpose your event content? And where should you publish it? We have all the inspiration below to answer your questions.
1. Turn insights from panels into compelling blog posts
Panels aim to spur thought-provoking conversations among leaders in their fields, so you’ll probably find more than a few quotes that are ready for the limelight. By building your blog posts around them, you not only get to add another layer of authenticity to your content but also expand on the key takeaways from your event.
Start by analysing how each insight ties into the broader industry trend or specific challenges that your audiences face. For example, Adam Piperdy, our Chief Experience Officer, discussed at a panel at Global Sustainable Tourism Conference 2024 the sustainability initiatives that we’ve been rolling out at our clients’ events. These initiatives align with the targets of The Singapore Green Plan 2030, making them ideal to share in a blog post for event planners and organisers.
The attendance or level of audience engagement (e.g. Q&A participation, social media mentions) at each panel may also clue you in on the popularity of each topic, giving you options to prioritise.
💡 Pro tip: In sharing insights from a leader from your organisation, feel free to experiment with how you’d like to repurpose your event content in your blog post. Embedding a short video or audio clip of the quote or creating an infographic to summarise the key points in the quote are both creative ways to catch your audiences’ attention. But if you’re using a quote from someone outside your organisation, be sure to share it as it is. That’s because you don’t own the insight.
2. Upload video snippets of your event on social media
It’s no secret that video marketing has been on the lips of every marketer this year. With audiences’ appetite for videos showing no sign of shrinking in 2025, you’re only going to need more topical content to point your camera at.
The post-event video for New Launch Convention 2024, which was jointly organised by PropertyLimBrothers Media, Seedly and us, combined behind-the-scenes footage, highlights and soundbites.
That very content could come from your event, whether it’s a soundbite, an intriguing question posed by the audience during a Q&A session, a highlight reel of a presentation, exclusive behind-the-scenes access, a product demo or a testimonial from an attendee.
Consider the format of your video. According to a Wistia survey of more than 2,000 professionals, which also looked at 90 million uploaded videos from over 100,000 businesses on its platform, videos with high production values don’t necessarily translate to high engagement. In fact, some audiences prefer talking-head videos recorded with just a webcam.
This means for smaller-scale events, you may not need to engage a professional camera crew to shoot and edit your video snippets. Instead, understand which social media channels (e.g. LinkedIn, Facebook, Instagram or TikTok) work for you and the type of video that delivers higher engagement on those channels.
💡 Pro tip: Don’t overlook subtitles, especially for short-form videos that are designed to be watched on the go – with or without earphones. Because the first few seconds of a short-form video are so crucial to get on the good side of social media algorithms, you want to ensure you’re using a story hook, striking visuals, bold text and quick cuts to draw your audiences in.
3. Repackage your presentation slides into lead magnets
If you have a long sales cycle, your presentation is likely just the tip of the iceberg. It captures the attention of your audience, but not their contact information, making it hard to nurture those initial sparks of interest.
This is where a lead magnet could be beneficial. But rather than copying and pasting your presentation slides and calling it a day, consider how you could provide your audiences with new value.
This could mean repurposing your slides into a comprehensive guide with expanded explanations and visuals, or converting key action points or steps into a checklist. If your presentation includes templates or frameworks, give your audiences easy access to them by offering them as downloadable resources.
💡 Pro tip: While lead magnets typically live on landing pages, don’t miss out on the opportunity to further highlight and promote them through a dedicated banner within your blog post or an exit-intent popup – like what we have done on our website!
4. Continue the conversation over a podcast episode
As insightful as your event panels can be, they tend to suffer from one major constraint: time. With multiple speakers sharing the stage, it’s not always feasible to delve the deepest into every sub-topic or explore every perspective.
A podcast represents an inexpensive way to repurpose your topic, extending the conversation and providing your audiences with even more value. Some great ways to extend the conversation include getting your speakers to share their case studies, career journeys and even anecdotes about their experiences at your event.
Instead of streaming your podcast episode live, we recommend pre-recording it. This frees your speakers from the time constraint and allows you to put together an edit that feels fresh as opposed to being a rehash of your event content. The reunion with your speakers also helps strengthen your relationships with them, increasing the likelihood that they will return for your next event.
💡 Pro tip: After publishing your podcast episode, don’t forget to encourage your speakers to also share it on their social media accounts! This way, you get to amplify the reach of your event content and maximise the value of your investment.
5. Roll out your repurposed event content across an email drip campaign
Especially if you’re organising your company’s flagship event, it’s likely that there will be a full year, or an even longer gap, between one event and your next. Think of your email drip campaign as a way to guide your audiences through this lull, delivering your repurposed event content over time and reinforcing your key event takeaways. Before they know it, your next event will be just around the corner!
To ensure that you’re not overwhelming your audiences and actually sending them invaluable event content, be sure to segment your audiences based on their interests or engagement levels. For example, a series of emails sharing repurposed event content focused on eco-friendly event planning tips may appeal more to those who downloaded your lead magnet on event sustainability.
The highly targeted approach of email drip campaigns means clear call to actions, whether that’s getting your audiences to visit your website or book a strategy call with your sales rep, are indispensable.
💡 Pro tip: To maximise the effectiveness of your email drip campaign, remember to track key metrics such as open rates, click-through rates and conversion rates. The data will help you pinpoint which subject line and piece of repurposed event content resonate more with your audiences.
Repurpose your event content in creative ways
Now that you know about the myriad of ways to repurpose your event content, it’s time to start creating it! Crafted with a dose of effort and ingenuity, it can help you win over a bigger following, inspire social commentary, acquire new customers and drive registrations for your future events.
But as with any project, you’d want to plan with the end in mind. Apart from working with you to design and capture impactful moments throughout your event, we’re on hand to help you transform them into engaging post-event touchpoints, from eye-catching social media snippets to beautifully illustrated ebooks to polished podcast episodes.
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Raffles City Convention Centre (Part of Fairmont Singapore & Swissôtel The Stamford) | Suntec Singapore | Pan Pacific Singapore | Carlton Hotel Singapore | Four Seasons Hotel Singapore | NTUC Centre | M Hotel Singapore City Centre | Orchard Hotel Singapore | Garden Pavilion @ The Ritz-Carlton, Millenia Singapore | Grand Copthorne Waterfront Hotel | Bridge+ Ascent | Ola Beach Club | Changi Cove | Ngee Ann City Civic Plaza | Urban Green Rooms (Orchard Road)