Lots-O-Content From Your Event

Creating an event is obviously more work than writing a blog post. But is it worthwhile? Bob steps out from behind the camera to explain why events are worth the effort and (surprise!) how one event can create a crazy huge amount of content. We call that a win-win.


Lots-O-Content From Your Event

The medium is the message, and events? They’re a really nice medium.

No matter what your message is, delivering it to your audience through the medium of an in-person event tells your audience you care. It says “Hey you, Audience! You’re important to us!” And sure, an event can take way more time and effort than, say, a blog post, but they’re chock-full of great content. I still don’t know what a “chock” is. Really, an event is a complex sum of content. Content that you can use before, during, and well after the event. So, let’s explore some of ways you can leverage other mediums to get the most out of your hard work.

First, user-generated content. Getting event goers to generate content pretty much seems like a no-brainer. Everyone hopes that people at their event are enjoying the experience enough to tweet what’s going on, check in on Facebook, and post photos to the ‘gram. User-generated content is great because you’re getting your attendees to help you spread the good word. Sadly, you can’t just put your feet up and expect this strategy to work with no effort. So what do you need to encourage and facilitate UGC, and you know, make your event good enough to share?

First, definitely pick a good hashtag and encourage its use. Your hashtag is a great backchannel to your event and it can take off if people know they can expect a reply or two.

Your hashtag can highlight who’s at your event as well. A simple but effective trick is to set up a fun photo op with a sign that says to use your hashtag. Or do what we did and build a photo booth. People could tweet out their photos and the photo booth added our hashtag like sweet tweet magic.

Next, high quality event photo and video. Yes, people taking and sharing photos with their phones is great, but there is a quality ceiling you’re going to hit with that strategy. When it comes to capturing photo and video of your event, consider a designated professional.

If you’re worried about budget, look at the amount of content you’re trying to get out of the event. The simple fact is, professional photo and video are really easy to work with afterwards. People with experience are going to capture better images because they know what to look for and how to get the best shots.

Isn’t that right, Bob?

So, if you use a professional, the hard work of actually making the content look good is done. It also keeps you free to do what you need to during the event. Trust us, this is going to reduce your stress level immensely.  Our friends at Philly Give and Get have a professional take photos at their events and it really encourages people to spread the word.

But there is more value in capturing this type of content than just creating a Facebook gallery. Look at the big content picture here. I’ve made a ton of event recaps for events that we’ve been a part of, but what’s probably been more valuable to us is the content library we’ve been able to build with all that raw photo and video. When we write a blog post, or our CEO is working on a keynote presentation, or our designer needs a new background for the About Us page, we already have a fat stack of content for them to choose from. I love Women Laughing Alone With Salad as much as the next guy, but having images and footage of actual people at our company doing actual things makes our brand feel much more relatable and human than if we portrayed ourselves with stock photos.

Isn’t that right, “Stock Photo Bob?”

Ok, so good photos are good. You get it. Rant over.

If your event is less people partying and more people learning, the content at your event is even more valuable. If you’re paying a lot of money for a great speaker, why not capture their entire presentation? Here are some ways to stretch a one-time event into months worth of content.

Watch the recordings later and put together a smart blog post of everything you learned.

Release audio or video recordings of people’s presentations after the event is over. You can share the recordings as blog posts, on-demand webinars, or as “inside info” to your newsletters subscribers.

Maybe you don’t want to share the whole event. Instead, highlight some good insights with short, edited pieces. A great option for this is to pull together all your favorite user-generated content and make a Storify recap.

If the task of recording seems like too much, just ask for the slides and create a Slideshare.

Here’s an incredibly simple solution. Take a picture at the event with your phone and then use an app to add a relevant quote to it right then and there. Boom! Instantly shareable graphic.

This is a chance to show everyone that didn’t go to your event what they missed, but more importantly, it’s a chance to fill out your content calendar. And all with content from one event! Suddenly, events seem worth the initial time and effort, am I right?


These examples are just the tools for capturing the content. Once you’ve got the content from the event, there’s tons of ways to leverage it. The best thing to do is have a clear plan for how you’d like to share it, before your event even starts. This way you’ll know what to capture and how to capture it.

So what have we missed? What’s worked for you and your events? Please, let us know below. We would love to share your experience with other event creators and learn some cool new ideas ourselves.

  1. Amanda Clark 5 years ago

    You guys rock 🙂

    • Author
      Bob Horan 5 years ago

      Thanks so much, Amanda! We think you rock for thinking we rock.

      Welcome to Events University!

  2. DC 5 years ago

    I just heard about Ticketleap this evening while listening to episodes of the Event Supremacy podcast. I immediately went to check out your site. Very cool.

    The content in Events University is so helpful (and beautifully designed). It’s clear that it was thoughtfully conceived and executed. Excellent, high-value resource.

    Thanks for sharing it.

    • Sarah Lang 5 years ago

      Thanks so much for the kind words! Please keep us posted if there’s anything we can do to help you create awesome events, or if you have any event tips for us.

  3. Jon Alvarado 5 years ago


    Nice video! Well done. Was curious if you could tell me what your lighting set up is here? Is that a grey paper material as the background? http://nelsonphotosupplies.com/spec_sheet.html?catalog%5Bname%5D=Savage-Universal-Widetone-Seamless-Background-Paper-107%27%27-x-12-yards—01-Super-White-Backgrounds&catalog%5Bproduct_guids%5D%5B0%5D=414068




    • Author
      Bob Horan 5 years ago

      Thanks so much, Jon! Hope you found the video helpful.

      Your link doesn’t seem to work for me, but yes our background is Dove Gray paper by Savage. Good eye! http://bhpho.to/1Lfjy8i

      In this video we used two fluorescent lights in soft boxes that sit to the left and right of the camera. We put another light behind the speaker that’s pointed at the background. We use a very similar setup as Wistia who has a really great tutorial on lighting here: http://bit.ly/1sez0hx

      Hope this helps!

  4. Bryan 5 years ago

    Great and informative video! I was wondering if you had any suggestions for apps similar to word swag, but are free?

    • Author
      Bob Horan 5 years ago

      Hey Bryan! So glad you found it useful.

      Word Swag is the only app I’ve ever really used for this kind of thing, and for me it was definitely worth the price. It’s quick, efficient, doesn’t include watermarks, and you get access to a pretty decent amount of fonts and designs right off the bat. All the free apps I’ve come across really lack on features or rely heavily on in-app purchases. Snapnote might be the best free option I’ve found because it doesn’t watermark your photos, but the font options are extremely limited.

      You might just have to look around and find one that best suits your individual needs, but with all the use I’ve gotten out of Word Swag, I’d say it’s worth the money. Good luck!

      Would love to know if you find something else that works out for you.

  5. […] that went to your event but also to  people in your community who couldn’t atten. We hava entire video covering event content, but here are a few ideas to get you […]

  6. Audrey Wiggins 3 years ago

    We were going to sell the recording as premium content. What are ideas or feelings on doing this?

    • Author
      Bob Horan 3 years ago

      Thanks for watching Audrey!

      We’ve seen plenty of people and organizations take this approach and we think it’s a great idea! We’ve never done something like that ourselves however, so we don’t have any thoughts to share from personal experiences.

      With that said, here are a couple of tools we’ve heard of that might help you monetize your video content, if that’s what you’re looking to do:

      In addition to those, you might want to check out Wistia’s Slack community. Wistia is a great company with a great product and an incredibly active community of video creators/marketers. We’re sure you’d be able to get some great advice from those that have gone down the road of monetizing their video content before.

      Good luck! We’d really love to hear how it works out for you.

  7. Rebecca Hoffmann 3 years ago

    Hey Bob, I have a great idea for an event but if I may I want to run it by you first cause it not be as easy as other events. My name is Rebecca. I am a professional stained glass artist with 37 yrs. devoted. I have a few goals intended. One… No doubt to make a few bucks. Two…To teach the art/ trade of stained glass to those interested by attending my all day learning event. Three… To hopefully seek or sift out (through this event) the rare, goal oriented, long term serious stained glass artists of the future. There are so many stained glass hobbyists and I’m excited for those interested but concerned about the educators and quality of there teaching. Beginners have fallen short by poor teaching skills thus acquired the minimal, cut corner information on the proper way to build sound pieces of glass art. Therefore my most important goal and the nature of holding an event like this is to thoroughly educate on many aspects. Educate the hobbyist, educate the up-coming long term mastering professional and true teachers, educate the consumer who get ripped off buying from Mexico and or China and the re-teaching of the poor quality cheap teaching prior taught. It’s comes down to lack of knowledge. The big ‘IF’ is the concern or danger of people or beginners handling glass and the potential of getting cut. Anything you can come up with in holding an event with this kind of set back? If there is a brilliant way or idea around that I will be quick to jump aboard in having you assist me further in my event. Please let me know what you think. Thanks so much.

    • Author
      Bob Horan 3 years ago

      Thanks for commenting Rebecca!

      We don’t have much experience ourselves in that realm, so we don’t have a lot of specific advice to offer you, unfortunately. But, we typically suggest to our customers with events that are first starting out, to start small and try a few things to figure out what works best. And then you can build up from there!

      Sounds like it could be the start to a great workshop though. Good luck!

  8. Fatin Dantzler 2 years ago

    I so appreciate this insight you have given here and it seeks to validate all I find myself doing with our event and show #kindredpresents thank you Ticketleap for being more than a portal to sell tickets but also offering extremely useful information to further enhance the experience we all so desperately want to engage in.Being successful at moving tickets and capturing repeat consumers to our events is the goal seemingly for most .Good luck to us all …

  9. Makena Gargonnu 2 years ago

    I never take time to watch the videos I receive from your company after I produce and event. After watching this video, I know that I have to make time to make sure that I using content before and after the event to keep the momentum going! Thank you so much for this information!!! I love the humor in the video too.

  10. Theo 2 years ago

    Your idea of creating a cool hashtag is a good one as well as having the attendees create content from the event at the event. We ask our folks to take a cool selfie of groupie w/ out hashtag, with some cool creative caption. #sambafunkbaby

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