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Event managers are tasked with many responsibilities, including event marketing, which today is much more than mass emails and promos. We’ve learned that in order to fare well in the minds of our audiences, we have to offer something more, and that comes in the form of great content. In today’s digital landscape, videos rank extremely high in forms of content consumed online, and it can be a great way to enhance your event marketing efforts. But before you can jump into a video project, there’s a few things to consider. Here are four tips to help you succeed:

1. Determine the purpose of the video

Creating a video just because is not really a reachable goal, so you want to put some purpose behind it. To plan a purposeful video, first determine:

  • The emotions you want to evoke and why (fear, excitement, and anxiety are a few that work especially well)
  • The target audience to which the video will appeal
  • The actions you want viewers to take

For example, if your goal is to drive attendance, you can evoke excitement with fun images or video clips from past events. But most importantly, be specific about who you want to reach, because if you try to speak to everyone the same way, no one will pay attention.

2. Be bold and make a statement

Videos should be fun, creative, and memorable, otherwise, why do them? Remember that your video has to stand out above the other noise, so don’t be afraid to push the envelope a bit. Just make sure it works for your brand and your audience, or you could risk alienating customers. Find out what makes you stand out, and then use that to guide you.

  • Show your event instead of just talking about it
  • Show off your company’s personality

3. Include specific calls to action

How many times have you reached the end of a video only to find a black screen? Before you release your video, make sure you have included specific calls to action (CTA). For example:

  • Register for our event
  • Follow us on social
  • Download premium content
  • Schedule a demo
  • Visit our website to see more related content

4. Make your videos shareable

Make your videos accessible and thus sharable, so that you can get your message out online.

  • Event website
  • Corporate website
  • Social media platforms: YouTube, Facebook, Twitter, Vine
  • Event emails
  • Registration confirmation pages
  • Mobile app content pages

Great content can be used to drive awareness about your brand, drive attendance to your event, and help you achieve your most important objectives. And whether it’s a blog, newsletter, or video, all great content has three things in common: 1) It has a purpose, 2) It makes a statement, 3) It drives people to take action, and 4) It is easily shared.

Shameless plug: Here’s an example of a corporate video that pushes boundaries a bit, but it is entertaining nonetheless.