Name: How to Turn Events into a Content Engine
Uploaded: 2026-03-24T17:16:22.388Z
Duration: 57 min 44 s
Description: How to Turn Events into a Content Engine

Transcript for "How to Turn Events into a Content Engine": Today, there were roughly 900 of you that registered for today's event, so this is definitely a hot, hot topic. In a few moments, I will be bringing on Elena Mark. Mark, who will be talking through their respective playbooks. But before we get to that, I'm gonna run through a few housekeeping items. If you were looking to join how to turn events into a content engine, congrats. You're in the right place. As I mentioned, we have Elena over from Lattice and Mark, officially a two time customer joining us from now Gamma, formerly of Intercom. They will be joining me in a few seconds. But before we get to that, in true Goldcast, have we a couple of giveaways. If you've been to Insider before, you know the drill. Engage in the chat, submit a q and a, and answer polls for a chance to win one of the following, either a YETI water bottle, a JBL speaker, or a one year plus subscription to Gamma. If you have not played with Gamma, get to it because we had the chance to play with it to, come up with some more slides for today's webinar. And, I will say it's a lot of fun and will help you get from zero to one a lot lot quicker. With that, I'm gonna get some of you qualified for this giveaway. What burning questions do you have for our speakers today? Please drop those either into q and a or the chat. And then just to level set, today, you'll get the playbook for designing events for long term content value. One of our speakers actually talks through one hybrid event, I believe. I believe it's hybrid. Elena, can you me a nod? It's both in person and virtual. Right? Yep. A hybrid event, and it fuels content for just about, three quarters, if not running to a year. And then we'll talk about turning one event into months worth of repurpose repurposable content, and lastly, building a content flywheel that drives pipeline. So we're talking through getting your, you know, webinar and virtual events to meet business needs. And with that, we'll save some time for q and a. Now I would like to welcome Elena and Mark to the stage. You guys wanna both join me. I will pause for a second and let you both do a brief intro. Ladies first, Elena, let us know where you're from, what you do, what your company does, and what you're excited to chat through today. Awesome. Hi, everyone. I'm Elena. I'm a senior event manager at Lattice. Lattice is an HR software that brings things like performance, goals, growth, compensation all into one system. I'm joining you all from what they call Upstate New York, in the Hudson Valley Of New York. So happy to be here today. Go for it, Mark. Oh, great. Well, first, really excited to be here. I'm also excited to hear what Elena has to say because, I feel like I'm gonna learn a lot from that as well. My name is Mark Iafrate. I now lead b two b marketing at Gamma. Gamma is a visual communication platform. We have something like 70 million users globally. The idea is pretty simple. We believe anyone from individuals to teams and businesses should be able to create beautiful on brand personalized content at scale from presentations to websites and docs without the need for a professional designer or spending hours and hours formatting in PowerPoint or Google Slides. Awesome. Thank you so much. So let's do two quick fire to warm you guys up. So first off, Mark, I'm gonna post this one to you. But what is the most memorable event you've ever attended? Met so many events. One that comes to mind was actually a founder event I attended well over a decade ago when I was fundraising for my startup, and I remember it because it was a complete waste of my time. And I never went back to another event that that group hosted. And I don't mean to be negative, but I I use that experience to kind of just remind myself to really focus on delivering the value and the experience that's been, like, promised to people and attendees. So, I always want my events to be fun and to stand out and be memorable, but I would rather be useful and maybe a little bit more typical, than having somebody remember it over a decade later because it was, useless. For for sure. One one thing we kinda repeat here at Goldcast is if it's not something you would personally attend, it's probably not worth hosting. And we're uniquely qualified, obviously, because we market to ourselves in many ways, marketing to marketers, but I could not agree more. Very important to optimize for experience versus for quantity. Elena, I'm curious. What is one thing you wish more people understood about events, whether it's virtual or in person? So much. I feel like events tend to be kind of like you live in solo land. You're you're planning this thing that happens and not a lot of folks. While a lot of people are involved, they're not, you know, fully involved in all the things that are going on. But I think probably the thing I really wish folks understood is that, yes, events can be expensive. They can be a big cost center for the business, but that investment is not just for that one day. It really should that investment should power everything that comes next. And I know we'll talk a great deal about that today as well. Megan Megan in the chat's like, people have, in all caps, no idea how much goes into event planning, and I I could not agree more. It's like what I like to say a lot is great event marketers have forgotten have have thought about things you haven't even thought about. You know, they've forgotten about it already. Alright. Let's keep it moving. We're gonna jump into playbooks now. I believe, Elena, we're gonna have you go up first if you wanna talk us through Lattice, which congrats, I believe, is launching today. So big, big, big waves over there for the Lattice team, but let's talk through how it feels content for the next two plus quarters. We'll we'll Mark and I will hang up here hang out here on stage with you, but we'll let you take it away. Okay. Great. Yes. Awesome. Okay. I have a slide here. Yes. And thank you for the congratulations. I did not think ahead that I was be participating in a webinar on Event Reg launch day, but happy to be be here. And, also, I know things are already going smoothly for our big event Ladderverse. So let me tell you a little bit about this and how we kind of, like, think about content as it relates to events both before and after. So Ladderverse, for folks that are not in the HR space, which I'm guessing most of you all are not, Latticeverse is our big annual global conference. It happens in San Francisco and London. It is also our biggest tentpole moment for our company. We don't design Latticeverse as an event. Latticeverse is, it takes over the year. That's what Ladderverse does. We design it really as a multi quarter content and pipeline engine, that is also, uniquely timed for our audience specific buying cycle. So taking all of that into into account as we plan for for our big conference. So why does this work for us at Lattice? I will say that this really starts top down. Our CEO at Lattice, Sarah Franklin, she treats Latticeverse as a company wide moment. So products our product team, marketing, sales, customer teams, we are all aligned around Latticeverse. We plan things ten months in advance. We align our content for the event to our product road map. We align everything to thought leadership, and market signals that we're seeing. So it also helps that our CEO is a former CMO, so, who loves events and, you know, really fosters that buy in company wide. So what do we do? How do we do it? How do we get those topics? How do we make those plans? So before our event, we get our inspiration for event topics. We look at market context, thought leadership priorities in the business. We look at product feedback, like product demand usage. Like, where where are customers using our product, and what topics might we we think about going around there? And then we source we also source topics directly from our webinar feedback survey. So at Lattice, we run maybe between thirty and forty webinars a year. At the end of each webinar, we use Goldcast. We send the post event survey. And in that survey, we have a question that says something like, what topics do you wanna see in upcoming webinars? So I pull that list for our content teams at the beginning of planning cycles for LatticeVerse. I think this year, I pulled about three or 400 suggestions. We run things through AI, find out, like, what are the key things that our our engaged audience is interested in. So once we kind of, like, kinda figure out what we're looking to do, we start building out these kinda two separate tracks. So we have, like, our product marketing led, and supported track, who works with product and engineering, and they really focus on, like, our announcements and our company keynotes. So what are the big product announcements we're we're promoting at our big conference? This all gets built out as so that it can lead up to the event. And then marketing kind of as a whole, our content marketing team supports building out our more of our thought leadership track. So subtopics that maybe aren't directly related to our product or product announcements, but our key topics in our space. Then we get to the event. So fast forward all the planning, all the event stuff. We're actually, like, live on event day this year. It'll be June 10 in San Francisco. And, that event moment day is our capture moment. We record everything we can. We record all of our full sessions, so everything that's happening throughout the day. We have, you know, a camera crew for, like, fun moments for video and sizzles and things like that. We wanna make sure to capture everything that we can we have so that we can use video specifically to cut down later. And then, basically, from Lattice, each session or topic or a product launch or moment in our keynote or theme from a guest speaker becomes a content pillar that really fuels the two, three quarters after this. So that's when we kinda get into, like, how are we using things. And I'll speed up a little bit. So, after Lattice, we turn everything into, like, this big content miss machine. We run a best of Lattice replay. So for years, we did our annual conference as a virtual event. Then we moved more towards a hybrid, so happening live and in person on the same day. And now we do our virtual component after the event in the form of a replay series. We take all of that content that we recorded. We replay it as, you know, kind of mock live webinars, to get more of our audience engaged. This year, we're testing to host additional best of replay sessions, in December. Usually, we do them in the summer, kind of also a slow moment, but December tends to be slow for pipeline renewals and things like that. So hoping to bolster engagement, and we'll let you all know how it goes. We do a bunch of things, around that series, including co marketing replay sessions with sponsors from the event. We do, like, twenty, forty second social promo clips. We have you know, since we have the, the video already, and then we build full promotion campaigns around, email, paid, LinkedIn, PR, and things like that around the content from the event. We have an annual anthem video, becomes our product story for the event. So all things that, that are, you know, reused over and over and over again. So that investment that really, like, let's say, premiered or aired on that live event day then gets used, month after month post event. So long winded, but TLDR is that Lattice events aren't really just campaigns here at Lattice. They are infrastructure, and, they are really designed to fuel those next two to three quarters, not just this the single moment. And it's, like, really all baked into how how we design the full event from from the start. So thanks so much, Elena. I'm actually gonna shift, surprise, some speakers a little bit from our runner's show because I think a couple questions we should take here, since it's fresh for Elena and Mark. Feel free to jump in. I know this is, Elena's playbook. But one question, I think, to start is, can you rephrase? So this this event is fueling content for the rest of the year. There are other events the rest of the year. This isn't your only event. Is that correct? Between in person and hybrid. Right? Correct. Yep. Yes. Okay. My next question is, like, how are those feeding into that? Right? So this seems to be the leading pillar, and then you have this, like, dictating strategy for the next couple of quarters. So, like, how are the other things feeding into that? I'll give you a second to, think on that. Just to remind the audience, in the q and a panel, if there's a burning question that you see someone's already asked and you absolutely want us to answer, please go and vote and click click vote, or plus for that that question to make sure we absolutely get it addressed. But, Elena, what what do you what are your thoughts? How do we make sure that this event and the other ones, you know, kinda complement to each other, and it's not just a fuel fire of events all the time? Yeah. I mean, this kinda goes to a saying that I heard a colleague mention recently, which was feed two birds with one scone. And that's really how we think about events at at Lattice. So say we have our big Latticeverse event, and we have five topics. Say, one is, using AI as an HR practitioner. One is around, growing your HR career. Right? So we'll have those kind of core key topics, and we'll replay those sessions. We'll cut those videos up. But we will also use those same topics further down the line for net new content. Right? We've explored maybe that top of funnel vision of, you know, why it's important to use AI for efficiency, in HR. And then we'll we'll break it down, right, to the next webinar, which would be net new content. How does the Lattice HR team use AI more to be more efficient and create, you know, a high performing HR team? So we use those kind of, like, core key topics from our our event to build out smaller events. And that goes into both in person, say, like, dinners or, you know, small panel sessions or in office, product release events, and then and then definitely into our, our broader, like, webinar program at Lattice. I think this question is very similar to this one, so I'll just share it on the screen for everyone. But the question is, what comes first, event designer content planning, to come from the event and or when does marketing and event planning come together, particularly on the front of content creation? Yeah. I mean, at Lattice and and maybe Mark and Cindy, you you all do it differently. But we tend to we we are driven by our our content. Right? That dictates kind of how our event will will play out. And part of the reason is because the event is is meant to be, you know, really a channel in in how that, that content is, you know, is given out to the world. Right? I think that at Lattice, we, you know, alignment on what our audience is like, our audience is a very content driven audience. They are looking for answers specifically to make like, HR's jobs is not easy, especially in, like, the changing world. And so they're really content driven. And, you know, a lot of times we know a basic structure of what an event would look like, but making sure to have those you know, coming in with those special moments that maybe aren't just content related, but are, event specific based on that content. So maybe have we have, like, an an AI photo booth, that relates back to our AI in our product. So I'd say, at Lattice, we're we're really content driven. Mark, your team's doing some really cool stuff. Just before this, I was asking you about your guys' roadshow. So I I'm curious even, like, as a marketer myself, how does Gamma think through, like, events versus content? Who's leading? When does it all kind of intersect for your team? Yeah. It's a great question. I find that the number one goal is to really dial in, like, what are you trying to get across to people? And for some companies, that can be product led. It's like it's a new that you're doing. Other times, it's trying to change market perception or it's trying to get a new idea into the market. You know, Elena just just said this with, like, with last thing. It's a good example. It's like you have this goal of this event. Like, what are you trying to accomplish? And everything that you're building should be optimized around that. And then sometimes I I find, like, the content can be pretty, like, straightforward with what you're gonna do after that. Right? Like, I think they did a great job laying out, like, all the different things you could be doing, which is the right way to think about it for a really large event where you wanna be getting a lot of additional value from it. And some things are pretty straightforward. Right? Like, you're gonna do webinars. You're gonna do, like like like, social posts. Right? Like, that makes sense. I've also found that depending on the size and the scope, like, it comes down to the individual teams. And this is where, like, having really, really strong, like, people in seats can help make this happen. So you want the people that are on, like, your life cycle marketing team or your customer success team or your, you know, self serve team being able to say, I understand this vision of what we're trying to do. What's the best way for me to bring this message and this this the goal that we're trying to do into our team and what we are doing for our audience at this stage of their journey and in these channels that we're focused on? And that's where a lot of the creativity comes in. So if you're somebody that's on a team where you're focused more on, like, bottom of funnel conversion, then you should be thinking about how do we take this and, like, draw a through line from that to a piece of content or to, you know, an activation that's going to resonate really well with your audience at that moment. And so I think part of the job of people who are planning really great events is to make sure everybody and all the different teams and stakeholders understand what the north star is and then give them the right guidance and the resources they need, but also give them the kind of creativity and flexibility they need to be able to go take that and run with it because often those are the people who know best what is gonna resonate with that audience. Sure. And on that note, Mark, I'm gonna queue you up to walk us through your playbook. So teach us how to turn a single webinar into compounding multi multi format content engine. I love that in in speaking with you early, you talked about content syndication. And for most marketers, that has a really negative connotation, but I thought it was really interesting how you kind of tweaked it for internal purposes, really. So please. take it away. Yeah. I didn't even know where that where I heard that term. I did not coin it, like, content syndication. But, first, I I I think this works really well. Like, Elena just went through an amazing kind of, like, use case of the really big picture, these large tentpole events and, like, all the different things you can be doing. And what I'm kind of gonna be doing here is, like, zooming in a little bit to, like, a specific webinar. And I I think, like, one of the things I'm gonna be getting across is not every event is Lattice. Right? Not every event is your really big tentpole moment for the year. And so a big part of what you should be doing is thinking about how to get this across and then get the most value from it, making sure it ties back to those same key themes and narratives, but also really focusing on, like, the distribution. I'll get into this in a little bit, but I think distribution in a lot of ways now is one of the more, important modes to be thinking about. So to start, I would say when I built programs, when I've seen people build webinar programs, they typically eventually hit some kind of ceiling. And then they struggle to kind of keep increasing pipeline creation or lead generation, and it's not because the content is bad. It's because the value that gets captured from a webinar is usually restricted to just the live event or the day or two leading up or the day or two after. And I noticed this firsthand at Intercom when I built the program there. And the fix is relatively straightforward. That doesn't mean it's easy, but it's straightforward. But it's to really try to treat every webinar that you're doing as this kind of ongoing content production system and not a one off event. And so that live session is a point in time, and then there's this system that you should be building around it that allows you to take that and keep adding value even after that webinar is done. And so that's what I mean by this kind of content flywheel. And for here, I'll just like, I picked up an example of doing, like, a customer case study webinar, but you could imagine as we're going through this that you could be doing this around a piece of thought leadership kind of like content or or a narrative that you're trying to bring to the market. So I'll go through the flywheel, and I'll maybe just share some notes. But first, you you find your speaker. Maybe it's a hand raiser. Maybe it's somebody that was referred by a CSM or an AE or an RN, but it's a customer that's able to tell the story that you need. I typically then just go get a warm intro, and I schedule a quick thirty minute discovery call. I come with open ended questions. I do my research in advance, and I just, like, hit record, transcribe, and I let them talk. I just keep asking questions. I pull threads, go down rabbit holes, and just everything is transcribed and recorded. And then I usually feed that into something like Claude or some AI tool, and I turn it into kind of like a narrative based talk track. I literally just prompt it. Like, hey. This is gonna be in a webinar. How could we make this, like, narrative thoughtful? It builds up the questions. I have to do bullet points with their responses, and then I share that out async with people to review it. People very often like, they they like this because they don't wanna be spending the time doing the content they just told you about it. And so we always do that kind of async, and then I schedule the typical dry run you might do before a webinar happens. And I kind of do that under the assumption that people might not have even looked at the document that you created, but that's a chance for them to go through it, ask any questions, give some feedback. You go through your typical, like, run of show, and then you do your live webinar. If you're using Goldcast, which I hope you are, you know, it's recorded. It's transcribed. And then once that's done, you're doing your, like, typical, like, on demand work. Right? You get your recording, goes to the on demand page. Maybe you're creating some clips. I always turn on chapters because I kind of assume that nobody's gonna watch a full recording. And so people wanna be able to get the most useful, viable information as quickly as they can because everybody's busy. I take that transcript. I run it through AI, use Goldcast tools, whatever, to kind of create, like, a summary and key takeaways from the pay from from that webinar, and I put it on the on demand page. And then that gets sent out in that typical, like, twenty four hour post webinar follow-up to attendees and non attendees. And at that point, I usually have everything that I need to build out any derivative content that I wanna be creating. So I take the live webinar recording. I take the transcript. I take those discovery calls and any other kind of, like, notes I might have from this. And I put that all together, like, into AI, and I just kind of start to brainstorm. Like, what's the most useful thing I could be creating from this to keep adding more incremental value? And the advice I typically give people here is to produce what your business needs most and what you could actually activate and distribute. Because tools like goldcast.ai now makes it so easy to create tons of content. And you can see sit there and just create, like, clip after clip and, like, docs and all these, like, different things. But just because you can create it doesn't mean it's gonna be worth your time to do it. And so what I try to do is focus on maybe, like, one or two derivative pieces of content that are that are tied to that that I could use at different stages of the funnel and things that I know are within my control to publish it to get it online and then also come up with a distribution plan to get it in front of people. So it's kind of this exercise of ruthless prioritization. And then from there, it's just about executing your your distro plan. I always say, like, great content is completely useless if nobody ever sees it. So I always encourage people to, do an exercise where you just map out every channel that you have, every possible way that you can get content in front of people and how you would be activating that. And then from there, I try to prioritize it based on what is gonna be the most impactful and then what is within my control to actually go do that. Can I send email promos? Can I can I get this published to our website? Can I get this posted to social in the right way? And then I also encourage no dead ends. If you're doing a customer case study webinar, maybe after that, you're gonna be creating an actual, like, nicely polished customer case study that's gonna go to the sales team, your internal customer evidence library, maybe be published on your website. But maybe you also wanna create, like, a playbook for people to be able to download a gated offer. All your different orchestration, your transactional emails. So when somebody registers for the webinar on demand, that that confirmation email should link to the playbook. And when somebody goes to that case study, there should be a link to the on demand webinar that they that's gated. Right? When somebody downloads the case study or watches that, they they should go to the playbook. Playbook should link back. Right? Everything should kind of continue to to kind of encourage that flywheel. And if you're doing the right tracking, you should be able to start to see that kind of value compound, over time, and that's really what brings it together for the flywheel. Some general notes on this. Like, people somebody was asking in the chat about, like, how do you know, like, what content to actually be creating? I I kind of tell people to start with your biggest business gap, not just the topic. So the topic is often your starting point. But, like, I know right now at Gamma, we're really going heavy into b two b, and we have, some great customers, but we don't have as many, like, approved customer case studies for our website. So, yes, we're doing some thought leadership webinars, but that's one of my highest priorities is to get some of these customers featured and turning those into case studies and playbooks that we could use. So it's kind of allowing the kind of, like, marketing sales business priorities kind of drive some of the programming and prioritization. I already mentioned the derivative content. Make sure you can focus on what you can actually activate. I think right now with AI, it's so easy to create content that what actually matters is how well and how effectively you can get it in front of people in a way that's compelling and interesting, but also drives them to take that that compelling next step. And then the the distribution side, don't be afraid to get creative. I I think here, like, direct channels always work really well. Email works really well. Social can be great depending on your company and what kind of engagement you get, but I I kind of see very often people just push stuff out onto social, and then they might be optimizing for views, but it maybe it's not driving clicks. So make sure you understand what each of those channels is meant to be doing. And don't forget about internal enablement. Sales reps are really busy. Just because you drop it into, like, your internal enablement repository doesn't mean they're gonna find it. So make sure you have a way to be getting that in front of them, and they understand what is it, is how it viable to them, how can they be using it. Because you want them to be able to feel like they're empowered to take all this great stuff you've been been been creating and, actually put it to good use. So, that's the overview. Your your goal should really just be how do you make this entire kind of machine flywheel run on autopilot as much as you can, but being really thoughtful about what you're creating and and how to activate it. Thanks so much, Mark. I you know, one of the things I had talked to you about in our prep calls, and I think this is a question posed to both of you actually, is when do you say no to content repurposing? Because I think the trap here for a lot of folks is like, you're like, great. We gotta repurpose all our content, and then you repurpose it, you know, to, like, no end, and then the impact is very little. And so how do you start out in a way that's meaningful, and how do you like, what tips do you have for someone? You know? Because I think I see some comments of folks just starting. Like, what guiding policies do you have so that we're not just repurposing for the sake of repurposing? Helena, do you wanna go on that one first, or want me to go? I'll jump in. Actually, Mark, I think what what you said really resonated with with our with me about, you know, just if you if you don't have eyes on it, then there's no no use in repurposing it. I think you also mentioned this, but I'll just reiterate as well that you know your audience and you know the channels that work for your audience. Right? Like, I know that I don't need to do a, you know, three blog posts and, you know, two short videos and four social posts, I know that really what my audience wants is they want key takeaway description on the webinar landing page, and they want one social post so that kind of reminds them to go watch it. I I think that taking that gut feeling and focusing on the channels that you know in your business works well for your business is where at least where we focus our time on when we think about repurposing. Yeah. That's that's a great way to put it. Ben, say no. The one thing I try to always do is put everything in terms of data and hard numbers to show prioritization. I have this many hours. If I do x and y, I have a feeling that we can generate this much in pipeline, or I think we can generate this many leads or drive this much engagement. That usually helps to put things, like, outside of the emotional side of things. The other tactic I've used that works exceptionally well is to give people work to do. I love that I can, like, take Goldcast and say, oh, you wanna create a bunch of, like like, social clips. Cool. Well, I just got you a seat. You can go on in. Here's how to do it. If you wanna create clips, you can do it. Or something like, I could create that. But if you wanna put together the promo plan and write the email copy and do the audience segmentation and do the planning, like, go for it, and I can, provide you with the content. And I find that if you do that and you and people are still, like and, like, yeah. Absolutely. Then great. Then they actually really want it. They need it, and they're willing to do the work to do it. But if they're not willing to do that, then I'm like, hey. Like, I don't have the time to do that. So maybe maybe, we do this next time. Yeah. Mark, Those are works. really well for us too. Yeah. I love that. The the you first. the concept, but you gotta get it out there. So if you wanna do it. that's a. great tool. Here's your seat. Yep. That's a great idea. Go ahead and hop in and use ContentLab. It's so easy for you. One thing I'll just add to caveat this is I think, for me, like, when I started adopting content repurposing and certainly more efficiently through Goldcast's ContentLab, I think, like, it's a good place to start is what are you already on hook for doing. Right? Like, if you know you have to do an ebook or a guide of some sort, like, do you need to go and start that from net new, or can you go in and search, like, your history of webinars or the content you already have and, like, maybe there's already a content piece sitting in there. Right? I think oftentimes we're adding to the mix, and there's a lot to be said for, like, evaluating. I think, Mark, you mentioned, you know, talk looking at all your channels and which ones make the most sense for your business. Same thing. Like, what's already on your road map of things you have to do? And, like, could you leverage something from an event that's in person that you're already on the hook for doing? Like, could that turn in testimonials that you know you'll need? Right? And I think I hate to as cliche as it sounds, but it's, like, working smarter, not working harder, and, like, in over indexing your team when we already know. I'm sure every person here in the chat or on the stage is already at capacity. And if you're not, please send me a note because there's some help that I'm sure we can we can all use. I wanted to remind everyone actually, before we go into q and a, please go over and like the question you really want us to answer. There were a couple of polls we launched throughout this session, so thank you for those that participated. I'm gonna reopen one of them because I don't see, any responses. Maybe we didn't open it. But I'm curious who in the crowd is already repurposing content right now. And if you are, like, I'd love to hear how that's working out. Any other tips that you all have for the rest of the group, would love to hear it in the chat as well, but I'm gonna reopen that poll. And while that poll is happening, I just wanted to share with Elena and Mark. So I don't know if you saw, a little late, but I think we covered it. But here's what people were most excited to learn today. So how to turn live events into months of content, by far, number one. And then how to integrate content repurposing into my event strategy was the second one. If you guys have anything else to add on those two sections, I think you more than covered it in both of your respective playbooks. And for the few questions asking, yes. This is being recorded. Yes. We will share with you, the slides with that covered this. And then for the folks who caught the poll that we had opened, if you want Mark's, detailed playbook, please, I will reopen that poll at the end of this, but we will send you that if you wanna respond to the poll. So right now, I'm gonna close the repurposing one. I'm gonna reopen the playbook one again for those that missed it. But the majority of folks looks like they are repurposing, but there's still quite a bit of you that aren't. So for those folks, I want you guys to go check out ContentLab and let me know what you think. Any tips for those that aren't repurposing, Mark, Elena, outside of just do it? Just just just try. Just try a little bit. Something short or little or a social post. That counts as repurposing, using the content to come up with something that might take just a little extra time, but might be a baby step into something bigger. Yeah. And and I think, like, for specific things, I mean, somebody was asking about, to use it in, like, paid media. I mean, there's some examples that are easy. Like, a customer case study turning into, like, a a playbook or to, like or a customer case study webinar turning into, like, a case study, business claims, a playbook. Like, that's pretty straightforward. But I've also seen it work well to have give those moments where somebody just says something amazing about your product or what it's been able to do. Taking that raw video recording of them saying that and doing it in in ContentLab or in Goldcast, using that actually in in, like, paid ads can work really well for retargeting, but also in, like, transactional emails. So if somebody's, like, taking actions in your product or or they've downloaded something, like, just sending them a a transactional email with, like, that clip of somebody saying how much value they got from the thing that they were just looking at that that person was looking at, it can be really helpful. So don't be afraid to think about it as simple as, like, a couple clips to be able to use to raw quotes that you can get approved and put into, like, an evidence library for sales all the way through to, like, gated pieces of content. It can be anything in between, but just get started. And if you're trying to figure out where, talk to the other teams that might need to be using this. Very often, there's, like, a hunger on some team where they have a big gap that they've been trying to fill. You might talk to some folks on sales or customer success, and they're just like, yeah. I I'm really hungry for people talking about this product. Right? Maybe it's like Goldcast Content Lab. It's like people keep keep, like, asking, like, how are people using it? It's like, okay. Like, maybe you have some clips in your library or some place where you can, like, talk about that. So sometimes using that will help bridge the gap because then you can just provide the content, and then somebody else can kind of take it and run with it. Great. I'm gonna move us into q and a at this point. I'm also gonna I know we have a couple of questions that I think we prepped for in advance, and it kinda overlaps. So the first question I'll pose to the group, and I saw a few of this in the q and a, is how far in advance do you know content will be purposed will be repurposed? I, can wanna. take that? Oh, sorry. Go for, it, Elena. I'll I'll give a quick answer. For Latterverse, we we know that we're gonna repurpose content until Latterverse 2050. For our webinars, you know, generally, see that the the the channels that we know work for us right now, how we're doing it, is our thought leadership. So, you know, it really is for us based on what we've seen work in the past is we we are sure you know, we still experiment. We still try new things. But the ones that kind of is written into our playbook, into our, you know, project plan every time over and over again is is thought leadership stuff. We we find that that does really well for our audience. How about, you, Mark, I? I can plus. one plus one to that. I mean, for for without, like outside of, like, really big events and moments, I would say, like, 90% of the time, I know from day one that the content's gonna be repurposed. It's less of, like, if. It's more about how. Sometimes you kind of know a webinar might just be, like, a one off to do a very specific thing, especially if it's already tied to, like, a broader narrative. Like, if I'm running if I'm at Lattice and I'm running a webinar that's part of Latticeverse, like, I already know what the purpose of that webinar is. And so maybe there's a little content repurposing happening, but sometimes the webinar program, like, is the channel of the, like, repurposing, and other times, it's the starting point that then gets repurposed. But if you're doing. something that's part of your own kind of bespoke programming for webinars, typically, I just know I'm gonna be using it in some way, shape, or form. But I often don't know exactly what that's gonna be until the webinar happens because sometimes something like really great or unexpected comes out of it, and you're like, wow. This could actually I I thought I was gonna do x, and now I'm gonna go do y. So it's usually just having a general idea, planning ahead for that, but also being flexible enough to say, okay. That webinar was great. Actually doesn't need a case study. What it really needs is something else. Yep. Yeah. Big plus one there. The big question that I've seen throughout the chat and comments is how big are your content repurposing teams? So can each of you kinda talk through, you know, how big the actual, like, content team is or marketing team? And then, Elena, I know that for you specifically, Lattaburst is, like, an all in for the company. So if you wanna talk through, like, outside of marketing, that would be really helpful to our audience. Yeah. I can I can I can kick off again? But, yeah, our our content team, like, as a content team, is two folks at Lattice. They are amazing. But lots of other folks, both inside and outside of of marketing, help with with repurposing, specifically our social team. Our brand our brand design team pops in there, and designs some things for us. And then outside of marketing, you know, a lot of things is is is guidance and support from a support side of of things. So our customer team helps us get those approvals. They, you know, they surface specific speakers that we could reach out to for additional webinars or reuse content for or specific brands that that might work well from, like even from you know, maybe the the the product team is not doing the work. But if we have a product launch webinar outside of Lattice or even the products that were launched at Lattice, our product team is going in and reviewing the the transcript and and telling us, you know, yeah, this is, you know, from minute two to minute 3.25, like, that's where your good cut is. That's the, like, key moment we want you to to take away. So so folks are really working together to make sure that we are pulling out exactly what content we need both for the for the large event and then for even for for smaller kind of one off webinars. Yeah. I I hate this answer, but it's it depends. At Intercom, we had a much larger team with a lot more people. Gamma is, like, 70 something people total. We have small marketing team. I would say, like, you should be able to create a lot of content on your own with the help of AI right now. The the ability to go create a to take a transcript and with some basic prompting to turn that into, like, a really nice case study with tools that are out there should be relatively simple and straightforward. Same thing with social content and a playbook and all of that. So I find that there's, like, a sweet spot with this, which is the fewer cooks in the kitchen, the better. I would say you as an individual should be able to create a very, very wide array of content. And if you have a few other people, I think the value really starts to come in when they have domain expertise. So if there's somebody that's on your customer advocacy team that handles all the customer evidence, and then there's somebody that's maybe on, like, the product marketing team, and then somebody who handles, like, social, we should be really leaning on them for is the guidance about what to be creating and then enabling them to create the content. But the content creation part at this point is is relatively it's much simpler than it was before, and it takes less time. It still takes time to do it right. But what you really wanna be getting from them is what are the things that you actually need? I'm not gonna create 50 social clips, but what are the five that you really want? And what size, what format, what do you want them to be doing? And that is kind of the guidance you wanna be getting. But I think that the you should be able to do a lot of this as a single person, but I think two to three people is usually, like, a great sweet spot to be able to to create really compelling content quickly. And then, again, focus on that distribution because that's gonna be just as important, if not more. Thank you. Thank you for that, Mark. This we actually have a question pointed to you, but I think, you know, Elena, you're welcome to answer. But, Mark, do you have suggestions for content planning and repurposing across multiple teams? I think this stems from your talk about, you know, a lot of what you might need from sales front as well as customer testimonials. And so I'll let you take this. one. This is, like, what this is a great question, and I and I think it was, a sleeper question because large companies, it can be really difficult to dial this in. The best advice I can have is to try to be deep enough into what the teams need as much as you can. It's kind of like if you are you are the arbiter of this, like, program and you're you're running these webinars, you're doing the programming, what you wanna be doing is developing programming that is specific pointed, value focused to, like, get the job done. But the more inputs you can have into that to understand where some business gaps are, the easier it's gonna become for you to do slight tweaks to that content to make it work for multiple places. And I find that having recurring meetings or recurring things here or there or having, like, a monthly kind of, like, roundtable where you bring in some, like, team leads or people from those teams or ICs to say, what do you need right now? Where are you seeing gaps? Giving them a moment to kind of come in and tell them tell you what they need is really valuable. And I think if you work at this, you can kind of people will start to come to you if you train them to do that, but it kind of the the thing that's on you is having a holistic understanding of of, like, the marketing and the sale the go to market side of the business to be able to understand, like, what is the big picture goal, and then how does it actually manifest in the team? So the more you can understand that holistic picture, the easier it's gonna be for you to develop the programming. The more dialed into the product world you are, the easier you're gonna be able to draw a a red line from the product release up to thought leadership content. And so get deep into the into the business, try to understand it in those different teams and what they're trying to accomplish, know their goals, and then give them opportunities to be able to come to you. And if you do that enough, it'll kind of start to manifest, and you'll start to just it's like it's like an art. It just kind of, like, starts to come together in a weird way where you'll go like, oh, okay. Like, yeah, I'm gonna do that thing, but I remember we need this stuff over here as well. And then that kind of starts to get baked into your your kind of content development plan. I hope that's I hope that's, like, pointed enough to actually answer that question, but it's a it's a very good question. It's just a, it's a nuanced one, I think. Like, I called it a sleeper question. It's like so many levels to this. Like, what angle do we wanna take it at? A really highly voted on question we got is how do you balance staff capacity with creating a robust content engine when you're especially especially when you're a team of two? I think you both alluded to the fact that you basically have a team of two or less doing doing content repurposing. So I'll let you guys address this one more or less again. Yeah. I'll I'll just go quickly. Do less. Do less. Focus on what's gonna drive the most impact for the business. If you need pipeline, focus on middle and bottom of funnel. If you need to be getting a narrative into the market, focus on top of funnel. Try to do one or keep it to one or two things. Do it really well. These are things that should be prioritized based on your ability to distribute and measure results. And then anything else that gets flagged, put the onus on the other people to be able to come up with a distro plan and get that ready or to actually create the content themselves. And you'll see pretty quickly that the the less you do and the more you focus on it, the more results you're gonna get from it. And then as that momentum picks up, people are gonna come to you more, and they're gonna be more willing to actually, like, take part in that because they're gonna think, oh, if I did did this and followed these this guidance, then we're gonna see results as well. So you'll get more people coming in to actually do some of the heavy lifting, and then you can start to expand the scope of the actual content you create. Yeah. Yeah. Great. Great response there, Mark. I think, you know, for us, it's it's really just reminding folks that things should always be doing double duty. You always wanna make sure that that whatever that especially with such small teams working agilely, like, you know, we need to make sure that the the time that we do spend is the is the is the thing that's gonna make the most impact. So, you know, we did a huge project at Lattice where we cleaned up, you know, a lot of our our ways of tracking and and showing influence, especially from webinars and events. And that has helped us exponentially prove the value of those, you know, few actions that we are then repurposing, using again, using over and over. You know, we have a tracking system that tracks Latticeverse engagements across two to three quarters. So a webinar that happens in December from an event that happened in June is still gonna show up on our tracking dashboards. So definitely whatever you can do with data and then, you know, reminding folks that that the more we repurpose, the more value we can get from from our from our time and energy. Yeah. I just wanna do a really quick plus one to that. We can have an entire webinar about, like, tracking attribution. But if you're at a company right now and you do not have a way to point to the business impact what you're doing has, especially if you're in that more middle and bottom of funnel, prioritize that as something that you have to do because nothing gets buy in better than being able to do one executive summary slide that says the four webinars I ran last quarter generated 250 k in s two pipeline or generated 2,000 attributed MQLs. Being able to speak the the, like, business impact language outside of registrations and attendance rates and engagement and views, like, that's great on a campaign level. But on the business level, like, that is the way that you get buy in and that people are gonna go, this is something that we have to invest more in, and they're gonna throw resources at you if you can show I do x and it returns this much y. That's gonna be, like, your unlock. And so it's not an easy thing to do, but that is a really important thing to to think about if you don't have that in place right now. Enough. That's one of our most popular questions. Any tips for event reporting? Events are expensive. How can we get the bosses to see ROI? So thanks, Mark, for getting ahead of this. Elena, anything to add to that? Yeah. I think just a little double click on, kind of, attribution and influence. It was just it that was just kinda changed the game. And it's how we we get buy in for budget year after year is we go back and we say, you know, all of these repurposed content, you know, impressions, things from paid ads that that came from those events were attributed back to that event as an influence number. So that has really, really helped us, you know, get increased budget, renew our budget, sign contracts before the budget's approved. You know, you all probably know how events works. So, you know, just just a big big add on there is is what whatever you can track, have it in your back pocket that will help prove the ROI. Yeah. And that that's very well put. And I would just say everything should be in their language. If you're talking to the head of sales, they care about the number of opportunities and, like, the the s two or whatever, you know, the the ARR attached to those opportunities. If you're talking to, like, the the head of demand gen, they're gonna be caring about pipeline, and they're gonna be caring about MQLs. And so you should be able to just say, here's the five webinars I did, and here's the actual business impact that we did, and here's where it came from and why these performed well or didn't and what we did to drive it. Because they're that's the the number one thing they care about. And then their next question is gonna be great. Like, why did this perform well? Why didn't this? And what are we gonna do to improve this and and do more of this? So just be put it into their language and then be able to, like, kinda predict those follow-up questions. That's great. Thank you both. This is actually the most highest voted on question, but it's from Jamie from Cindy. But how do we keep content feeling fresh even when the original event was months ago? I'll jump in here because this is something that we talk a lot about at Lattice, because we do try to reuse a lot of the content from Lattice, which happened in June. So by the time you get to December, January, things might feel a little stale. So so what we do is we try to re you know, again, we repurpose the repurpose the repurpose. We go into that topic, we take a subtopic out, and we pull that as a webinar. We we also we have kinda two big tentpole moments. One is our big conference, and one is a survey an annual survey that we do for people teams for the year. And it it goes it talks a lot about, like, trends and strategies in the HR space. So what we end up doing is we take that new piece of content which comes out in the fall, and we use that combined with some of the other content that we had been using throughout the year up until that point, so, you know, four, five months before, and then we create new content. So we're using a little bit of the old. We're using maybe some of the same topics, maybe some of the same speakers, maybe some of the same, customer stories from that Latticeverse event, and then mixing it in with this, like, kinda new data. So that's kind of like a, a way that that we do it at Lattice. We take some new content, piece of content that comes out kinda mid year, and we we smush it together with some of our older content to create a newer hybrid content piece of content or or topic. Yeah. Big big plus one to that. Being tactical, I would say, think about what your evergreen topics are. Things are have short shelf lives now with AI. I've seen this kind of firsthand. So some things just know that the shelf life is gonna be two months or one month or three months or a week. But if you can tie your content back to high level evergreen themes and topics, you know, personalized content at scale, Those are. the kinds of things that can kind of resonate over time. So either build content around some of those topics or be able to take an existing piece of content and and ladder it up to that evergreen theme. Also, like, for a lot of the on demand webinars, after a while, I just kind of remove the time stamp and the date that it happened on if it's still relevant. I've also find combining content together can be really helpful. So you can take, like, a bunch of clips from various webinars around the same thing from different times and put them together into, like, a sizzle reel, or you can take multiple playbooks over the last year and put them together into, like, a playbook set or a new playbook or something like that. So sometimes it's the explicit content that you can, like, kind of repurpose and join with other pieces, or can you go back through all your different transcripts, combine them, and then create, like, a net new asset from it and then link it back out. Great. I'm gonna start to wrap us up here. So thank you, Cindy. Thank you, Mark, for both spending time with us today. You dropped so many knowledge nuggets for us, and so you bet that will be repurposed, and you'll be seeing it in the wild whether on our website or social. You both are welcome to jump off stage if you'd like while I close out. I saw one comment in the chat that was like, do you have a playbook of AI tools? I will definitely be asking both my speakers and follow-up if they do, and I will share that with you all in the follow-up. But we actually, funny enough, have an event starting tomorrow called the future of AI marketing. It is actually complimentary to our buyer's guide that was put out by the AI Marketing Alliance, in partnership with Goldcast Events. But the event kicks off tomorrow at 12PM eastern. We have a slew of speakers, but we will be talking about AI, the various AI tech tools that are out there, how each of these respective brands are using it. And if you join, you will have a chance to win some fun, fun giveaways, including meta glasses as well as a three d printer. If you navigate to the docs tab, you'll be able to click and register for that event. I I will be there. I will be leading, day two, so it takes place Wednesday, Thursday, Friday of this week. It is recorded. All of this is being recorded. You'll get an email with the link to access the recording, but I hope you'll join us live. Lots of cool speakers, and I'm so, so very excited. Thank you all again for joining us for, this month's insider. We will be back again in April, so keep an eye out in your email and on our socials for that. My deepest thanks to Mark over at Gamma as well as Elena over at Lattice. It was so great having you. And thank you to everyone for joining us and making this a fun session. Hope you all have a wonderful week. I will see you all soon.