Despite the obvious advantages of an industry event, many marketers don’t take advantage of these situations for link building. Since industry leaders, peers and interested attendees are all gathered in one place, you can’t afford to miss out on this chance to build your online network. But, how can you break through the noise and develop compelling content from an industry event? Well, that’s where video comes in.
It’s becoming more difﬁcult to conduct outreach and get a featured post. Now, more than ever, you need compelling content to entice webmasters and business owners to include your material. Video is one of the best ways you can differentiate your content.
- Build momentum leading into an event – If you’ve identiﬁed an industry event that is noteworthy, it’s crucial to build momentum through social media. Twitter is probably the best route, but Facebook can have beneﬁts, too. By using Twitter, see who is attending and generate conversations using the event’s hashtag. Identify their interests. See who has a voice. Find out what is trending for this event.
- Establish a plan for videos – As you listen and engage on social media, develop an outline of content you’d like to produce. Identify potential interviewees (based upon who is attending), coordinate schedules, create interview questions and list a number of video snippets you’d like to produce.
- Obtain an estimate from a videographer – After you have your basic plan, gather a few estimates from local videographers. This way, you know how much investment is required and you’ll be able to determine how many featured posts will be needed to provide a return.
- Conduct outreach to gather interest beforehand – After you have an estimate and your general plan for content, commit to doing outreach to those attending the event. Pitch your video ideas and see who’d like to feature these on their site. Make sure your ideas are tightly integrated with their website content and will be very helpful to their audience. Build upon the conversations, increase momentum.
- Get a minimum number of committed sites – If an event is going to give you a return on your investment, it’s important to have at least a minimal amount of committed sites beforehand.
- Build pieces before the event – Ok, once you have some commitment, it’s time to get your freelance editor involved. Determine how you’re going to brand the videos. Develop a title/logo bump beforehand. Use some of the event’s branding or logos. Whatever you can do beforehand helps move things along faster when you get back from the event.
- Conﬁrm your videographer – As soon as you’re comfortable with the outreach and are happy with the sites you’ll be featured on, make sure to conﬁrm your videographer. Share your detailed plan for the event and make sure they are on board.
- Capture footage – While at the event, you basically have two primary duties: 1) Network and 2) Capture interview content. Work with your videographer, connect with industry peers/leaders, and capture the material you drafted in your plan.
- Organize footage and get transcripts – Once you’ve come back from the event, have your editor organize the footage and send out for transcripts. By having everything in text format, you can even organize how you’d like to build the videos (without involving the editor in too much detail).
- Commit to a quick turnaround of edits – Once you have your interview content identiﬁed and tied to the outline you developed, have your editor compile everything. Know ahead of time what video you want to get out ﬁrst, and get these ﬁnished edits out to your committed sites right away!