Corporate events offer a unique opportunity to engage with your audience, build brand awareness, and generate leads. One of the best ways to extend the impact of these events is by capturing high-quality video content. Whether you’re recording keynote speeches, panel discussions, or customer testimonials, video content has become a powerful tool for marketers to amplify their reach.
In this guide, we’ll walk through the steps to plan and execute effective video content at corporate events, from pre-event strategy and coordination to post-event editing and distribution.
1. Pre-Event Planning: Align Video Content with Event Goals
The first step in creating effective video content at corporate events is to align your video strategy with your overall event goals. Are you looking to generate leads, build brand awareness, or capture valuable testimonials from attendees? Each goal will require a different approach to the types of video content you capture.
Define Your Objectives:
- Lead Generation: Capture customer testimonials, product demos, and interviews with prospects to create engaging content that can be used in follow-up campaigns.
- Brand Awareness: Record high-quality footage of keynote speakers, panel discussions, and networking interactions to share on social media and your website.
- Content Creation: Gather video footage that can be repurposed across multiple channels, including blogs, social media, and email campaigns.
Identify Key Moments to Capture:
- Keynote Speeches and Presentations: These can highlight thought leadership and be repurposed into valuable content for blogs or video series.
- Interviews with Speakers or Attendees: Customer testimonials or interviews with subject matter experts provide authentic insights that help build trust with your audience.
- Behind-the-Scenes Footage: Give your audience a glimpse of the energy and excitement behind your event to create engaging, shareable content.
Plan Your Content Calendar:
Before the event, map out a content calendar that outlines when and where each type of video will be captured. This should include scheduled interviews, major speaking engagements, and product demonstrations.
2. Build a Content Strategy
Once you’ve aligned your video goals with your overall event strategy, it’s time to create a detailed content plan. The key to successful video content is making sure each piece is engaging, professional, and optimized for your audience.
Determine the Types of Videos to Create:
- Short Clips for Social Media: Capture 1-2 minute clips of interviews or snippets of speeches to share on social platforms.
- Long-Form Content for Blogs or Case Studies: Record 10-20 minute sessions from panel discussions or expert interviews that can be used in detailed blog posts or case studies.
- Live Streaming Content: If applicable, live stream key moments from the event to engage with your online audience in real-time.
Storyboard the Videos:
Create a rough storyboard or outline for each video. While live footage doesn’t allow for detailed planning, it helps to know how you want each video to flow. For example, a customer testimonial might include an introduction, problem statement, solution, and results.
Set Metrics for Success:
Decide how you’ll measure the success of your video content. This could include:
- Engagement Metrics: Likes, shares, and comments on social media.
- View Time: The length of time viewers watch each video.
- Lead Conversion: How many leads the video content helps convert through follow-up email campaigns or targeted ads.
3. Coordinate with Your Team
A successful video strategy at corporate events requires strong coordination between your internal team and external vendors (if applicable). Here’s how to get everyone on the same page:
Assign Roles and Responsibilities:
- Director/Producer: Responsible for the overall vision of the video content, ensuring it aligns with the event’s goals.
- Videographer: Manages the technical aspects of filming, including camera setup, lighting, and sound.
- Interview Coordinator: Ensures that all scheduled interviews run smoothly and that interviewees are prepared.
- Post-Production Lead: Oversees editing and finalizing video content after the event.
Communicate Clear Expectations:
Make sure everyone involved in the video production process knows their role and has a clear understanding of the event schedule. Provide a detailed shot list to your videographers to ensure all key moments are captured.
Prepare Your Equipment:
Before the event, double-check that all necessary equipment is ready and in good working order. This includes cameras, microphones, tripods, lighting, batteries, and storage media.
4. Optimize Filming: Lighting, Sound, and Setting
Capturing professional-quality video at corporate events requires attention to technical details like lighting, sound, and camera setup. Here’s how to ensure your footage is clear and engaging:
Lighting:
- Use natural light whenever possible. Position your subjects near windows or well-lit areas.
- If necessary, bring portable LED lights to brighten dim spaces or highlight your subject’s face.
- Avoid harsh shadows by positioning lights at 45-degree angles to the subject.
Sound:
- Use external microphones to capture clear audio, especially in noisy environments. Lavalier (clip-on) microphones or directional shotgun mics are excellent for interviews.
- Always test sound levels before recording, and use headphones to monitor audio in real time.
Camera Setup:
- Use tripods for steady shots, especially during interviews or long speeches.
- Frame your subjects using the rule of thirds, positioning them slightly off-center for more dynamic compositions.
- Capture a mix of wide shots, medium shots, and close-ups to provide visual variety.
5. Editing and Post-Production
Once the event is over, your raw footage needs to be transformed into polished, professional content. Here’s how to approach post-production:
Edit for Clarity and Engagement:
- Trim unnecessary footage to keep the video focused and concise.
- Add lower thirds (on-screen text) to identify speakers or subjects.
- Incorporate transitions and music to make the video more engaging, but keep the editing style aligned with your brand.
Ensure Brand Consistency:
- Add your company’s logo and branding elements to each video.
- Use consistent color grading to ensure all videos have the same visual tone.
Create Multiple Versions:
- Short-Form Video: Create 1-2 minute versions for social media.
- Full-Length Video: Produce longer videos for webinars, website content, or email campaigns.
- B-Roll Clips: Use background footage from the event for promotional videos or future content.
6. Distribute and Promote Your Video Content
The final step is distributing and promoting your video content to maximize its reach and impact.
Social Media:
Post short clips on LinkedIn, Facebook, and Twitter to engage your audience and extend the event’s reach. Don’t forget to tag relevant speakers, sponsors, and attendees.
Email Campaigns:
Include video content in your email follow-ups to keep your brand top of mind with leads generated at the event. Video emails have been shown to increase click-through rates by up to 300%.
Website:
Feature event videos on your homepage or a dedicated landing page. Testimonials or product demos can be particularly impactful here.
YouTube and Vimeo:
Upload longer videos or full panel discussions to YouTube or Vimeo to reach a broader audience and improve SEO.
Conclusion: Plan, Execute, and Amplify
Creating video content at corporate events requires careful planning, coordination, and attention to detail, but the results are well worth the effort. By following a clear strategy from pre-event planning to post-event distribution, you can produce high-quality video content that amplifies your brand and continues to drive value long after the event is over.
Whether you’re generating leads, showcasing thought leadership, or enhancing brand awareness, video content can significantly boost your corporate event’s ROI.