The XLIVE Conference this year is taking place November 17 - 20, 2019 at the MGM Grand in Las Vegas, Nevada. In preparation, we will be highlighting the various sessions that will be taking place throughout the conference. The first XLIVE 2019: Session we are going to focus on is You're More than a Festival, You're a Content Factory hosted by Gary Krantz Founder & CEO of Krantz Media Group on Monday, November 18th from 3:00 pm - 3:50 pm.
In the past, event marketers only needed to worry about the weeks or months leading up to the event. Now the environment is changing to support more dynamic media all year round. Becoming a content factory involves more than just releasing photos and videos of the event, it is about creating an event that others will want to capture, getting key influencers on board, and enlisting the right team on site to collect content. Then you can generate buzz 365 days a year by using and deploying what you have gathered. Luckily, there are so many unique ways that an event can be captured and shared with the world that the only limit is your own creativity.
What is Content?
HubSpot defines content creation as “the process of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other format.” In today’s world there are so many ways to distribute content to your audience. From in person viewings of documentaries about the event, to livestreams and podcasts, there are a near infinite number of ways that your event can reach audiences, no matter the time of year, that go beyond simple pictures and aftertmovies (although those are also important).
Last year, we discussed that live streaming is one of the Three Major Game Changers to Event Marketing and this still holds true. This can be published using a live streaming platform like LiveXLive who partners with major music events like EDC Las Vegas, iHeartRadio Events, Sziget Festival, and many others worldwide. It can also be done on existing social media platforms. Tommorowland this year live streamed on YouTube, Facebook, and Instagram both weekends of the event. Live streaming does not have to be used just during the event itself, it can be leveraged for lineup reveals, behind the scenes footage, and other interesting features all year round. Fans flock to live streams because they can engage in the moment and it typically offers a less curated but more interactive look into the event. Use this to help answer questions and develop deeper relationships with your audience.
Creating a Content Worthy Event
What is one sure fire way to ensure that you get good content from your event? Make an event worthy of good content! Design spaces with the intent to not only being visually appealing for attendees, but for those capturing the event as well. That means making even the backstage areas aesthetically pleasing. This is something that should be done regardless, but place a special emphasis on this when you are looking through the lens of a content factory.
If your event has a media lounge be sure to employ interior designers to make this a space that is both functional and looks good on camera. This will motivate your invited press to want to display this in their event coverage. Having this area branded will also give your event more reach as artist interviews and anything else recorded here will display your logo. This can be as simple as a stylish couch with branded pillows or a nice looking backdrop with your logo.
One easy way to ensure that you are capturing enough content from the event is to employ an in-house media team. This can be a part of the marketing team but it’s sole function needs to be boots on the ground, gathering photos and videos for the team to be using. Designating photo/video assignments is one way to make sure that all aspects of the event are being covered. From art installations to sponsor activations to musical acts, dividing who shoots what will help assure nothing is being missed.
If the budget is not there to build your dream team then rely heavily on user generated content. Host contests and encourage attendees to capture their own moments and share them online. Another way to get amazing content is offering tickets in exchange for coverage to media outlets or individual photographers. Influencers are another type of creator you can work with to generate content as well.
Bringing on influencers can make a huge difference in getting the word out about an event. Having an influencer relations team can guarantee that a live event leverages its influencers properly. It’s one thing to invite a bunch of people with followings to an event, it’s another to work with them to create content that can be used on their channels as well as yours. A dedicated team can research and recruit the right creators to invite, as well as keep on them to produce quality content. Influencers can be leveraged to reach their audiences or can be used to takeover your own platform. Look at this as a collaboration and not just an exchange, and you can receive unique media that can be used throughout the year.
Live events, especially music festivals, are the perfect place to record loads of dynamic content. When creating a marketing plan it is important to not just share directly leading up to and after the event, but all year round. With the correct planning, a music festival can be a content factory 365 days of the year. Content comes in many forms and the sky is the limit with what you can create. One of the first steps is making sure your event is worthy of good coverage by designing everything from the stages to the backstage areas to be visually pleasing. Once your backdrop is right, then it’s key to bring on the right people to capture it all. The industry will continue to see the rise of live streaming and the importance of selecting the right influencers will grow.
Learn more by attending the XLIVE 2019: Session You're More than a Festival, You're a Content Factory hosted by Gary Krantz Founder & CEO of Krantz Media Group during the XLIVE Conference November 17 - 20, 2019 at the MGM Grand in Las Vegas, Nevada.