3 Steps to Build Your Event Content Team

Guest Post on 5/17/17 7:09 PM

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This is a guest post by Denayja Reese, a multi-city Event Production and Experiential Marketing Consultant who has worked with companies like Toyota, Airbnb, Spotify, and more.

In case you haven’t heard, content is king. It is also queen, judge, jury and sometimes executioner. While the offline interactions and real-life connections that event producers are responsible for creating are the most important part of what we do, digital content is quickly becoming a high priority. It’s okay if you’re the best event producer in the world but are clueless when it comes to content—it can take even the best production team years to get the hang of content creation before, during and after events. If you want some quick tips, though, keep reading to learn three important steps for building a great content team for your next event.

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Step 1: Figure out where your audience lives online.

I see a lot of content creators struggle with deciding which platforms will best engage their audience. Each event and its audience is different, so your content should be too. If you are producing a more professionally-driven industry event like a conference, then LinkedIn and Twitter are your spaces. If you’re targeting a younger audience for a music festival, then focus on Snapchat. If it’s a fashion event, you’ll want to be all over Instagram. Spend some time checking in on your audience then move onto step two.

Step 2: Figure out what kind of content you want to produce.

This is where things start getting tricky, but don’t worry—I’m still here to help. The kind of content you’re able to produce is often based on the size of your team. If you have a full team, then go for it and produce all of the content that you can; videos, photos, social posts, you name it. If your content team consists of only one or two people, focus on what performs the strongest on your preferred content medium, and create as much of that kind of content as possible.

Step 3: Assign roles or hire your content team.

As I said, your content team could be as small as one or two people, or as large as 10, 12 or even 25 people depending on the size of your event. Below, I’ve outlined the various roles you should be assigning/hiring for to cover content for your next event.

    • Content manager
      Your content manager is in charge of setting the strategy for your content. This person usually works closely with the design team and has spent a lot of time considering steps one and two. They know where your audience lives, what they share and what will excite them. Sometimes this person is you, as the event producer, and other times it is someone from the marketing department at your client’s company.

    • Videographer(s)
      I always recommend having two videographers, and maybe three if you’re doing a livestream. The first videographer should be focused on capturing the event as a whole for recap videos and promo videos for your next event. They can also assist with interviews on-site. The second videographer should be comfortable shooting both with a camera to capture attendees and a phone so they can create shorter clips for social. While we all may feel like videographers when we’re capturing our Instagram stories, bring in a professional when it comes to creating social content for your brand.

    • Photographer(s)
      Having one photographer is fine, as long as you provide them with a detailed list of images that you must have. However, I would highly, highly suggest hiring at least two more. I find that photographers tend to have particular points-of-view or perspectives at events, and having more than one brings a diverse set of shots. It’s best to have one photographer who is focused on capturing the must-have shots, a second focused on programming (shots of the stage, partner activations, etc.) and a third who is focused on getting great shots of the attendees.

    • Social media manager(s)
      Your social media manager (SMM) should have knowledge of all social media platforms, but should especially be an expert on the social media platform that most resonates with and engages your audience. If there is no one at your company or your client’s company who regularly works on social media, hire someone who has proven success in your audience’s preferred social media channel. If your audience lives on Snapchat, don’t assign the SMM role to someone who doesn’t even have an account.

    • Blog / Editorial writer
      This person will attend as much of the event as possible. They’re a skilled writer who is curious about people, and they’ll take notes on each conference session, remember/reference an artist’s entire set list and get detailed, verbatim quotes from attendees. I recommend hiring for or assigning this role only if you have an audience that lives on LinkedIn, or if you or your client has a thriving blog that your audience looks to for content.

  • Media contact
    This person works with all of the amazing media contacts that want to cover your event. They’re organized, manage communication well and do impeccable reporting. This role is important—while you create your own content, other people with platforms will ideally be creating content from your event as well. This person is the media’s connection to your event, and it’s their responsibility to make sure you have access to all of the content created from your event, whether you produce it or not.

Whether your team is smaller or fully flushed, you can win at the content game by using these tools and finding the right people to fill these roles. To learn more about how to engage your audience before, during, and after an event, download our eBook, The Event Marketer's Ultimate Guide to Social Media Domination

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