How to Package One-Time Events for Permanence (Just Like the NBA)

Recently I heard NBA Commissioner Adam Silver speak about how professional basketball coverage is perishable. Even though games can be streamed days after they are actually played, they rarely are.

Silver said that years ago, games that were played in Los Angeles on Thursday would be played in prime time internationally on Friday, with local commenters creating new wrap-around context for the game, because the final score wasn’t already known globally. That is simply no longer the case.

With the internet, fan apps and feeds, and social media properties, basketball fans can get real-time updates and know the score as the baskets are made. The internet has, once again, revolutionized an industry.

Silver did mention something they have done to fight this trend and keep their content relevant for viewers long after the final score has been posted. He called it “packaging for permanence.” The edited video of game highlights and the coverage of the slam dunk challenge are examples of this.

This same principle and practice can be applied to event-based content for your company. After all, trade shows, product announcements, and grand opening coverage can be just as perishable as a basketball game.

Here are some ways that content marketers can follow the NBA’s lead and package for permanence:

Take photos and videos from the event and use them for general marketing

With all of the preparation that goes into events, companies are often looking their best on event day. Don’t let the moment slip away without making the most of it. Capitalize on your hard work and capture as many photos and videos as you can for later use in your marketing materials.

  • Tip: When you post your photos to social media, be sure to include your company logo as a watermark – this will increase brand recognition and provide extra information for viewers who might come across your photo without other context.

Create an infographic (think scoreboard) of the highlights of the event

Want to communicate with your customers and stakeholders quickly and effectively about the event? Use infographics. If your event’s results aren’t quantifiable, you can create a text-based infographic. If you had an event that produced data, use it for an attractive graph or chart that shows the success of your company.

  • Tip: If you don’t have a top-notch in-house graphic designer, this is a good time to contract with a gifted expert who can bring the creativity that will make your graphic compelling.

Publish an event recap and send it to customers

Write a news report about the event. Capture the highlights in writing, add some photos, include the infographic if you made one, and send the recap out to your customers and post it online.

  • Tip: Less is more. Don’t give in to the temptation to write down all the details or list all the attendees. Keep the newsletter short and sweet and only include the real highlights.

Create a recap video and post it on the company Facebook, Twitter and website so that customers who weren’t there can have an idea of what went on

There are bound to be amazing moments at your live event. Don’t let them perish on the spot. Capture them on video and repackage that video as a recap, a comedy video of a funny moment, a bit of wisdom if something wise was shared at your event, etc.

Each shorter video can be shared on your company’s social media channels and emailed out to customers and stakeholders.

  • Tip: If you have enough content to make several short videos, do it. You will get more views, and different clips will appeal to different viewers.

In the world of instant information where events are over as soon as they are over, it is still possible to capture them and extend their shelf life. Plan to package permanence for content marketing success.

This article was posted by The Business Journals.