Discover more from Marketing Powerups
The conference content playbook
Marketing Powerups #60: Stewart Hillhouse, Head of Content at Mutiny, shares his conference content playbook.
Hello, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
AI writing copilot for Google Docs.
What makes GREAT content?
Stewart Hillhouse’s conference content playbook.
Ready? Let's go! ⭐️
🎖 Build a high-efficiency growth engine
B2B demand and sales these days have been sloooooow.
But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).
They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!
⭐️ The conference content playbook
In-person events are making a comeback as people seek human connections. They provide a unique opportunity to build stronger relationships and network with industry professionals.
Today,, Head of Content at Mutiny, shares a creative way to create engaging video content by interviewing subject matter experts:
1. Prep and plan ahead of the event.
Before attending an in-person event, have a clear plan in place. Consider the following:
Identify the event that aligns with your target audience and industry.
Set clear goals for your video content, such as educating your audience or showcasing industry expertise.
If you have the attendee list in advance, research potential interviewees and create a list of questions that will elicit insightful responses.
Determine the equipment you will need, such as an iPhone or camera, wireless lavalier microphone, and a tripod (optional).
“To find my point of view from people I’m going to interview, I essentially went through a checklist of what my content consumption habits look like. And then I chatted with other people who are in our ideal customer persona.”
2. Conduct interviews on location.
When the event begins, it's time to start filming and conducting interviews. Follow these steps to ensure successful recordings:
Use your iPhone or camera to capture high-quality video footage.
If possible, recruit a colleague or teammate to assist with filming or use a small tripod for stability.
Set up the wireless lavalier microphone to ensure clear audio during interviews.
Stick to a specific question or theme for each interview to generate diverse and impactful responses.
“I asked, like, one question repeatedly to four or five different people and got different answers. That gave me enough content to get different perspectives on a topic.”
3. Edit the videos in an engaging way.
Once you have collected your interview footage, it's time to edit and create engaging videos. Here's what you should do:
Review the footage and select the best soundbites and visually interesting moments.
Use video editing software, such as iMovie or Adobe Premiere, to edit the video clips together.
Consider adding background music that complements the tone of your video.
Use quick cuts, different camera angles, and visual effects to keep your audience engaged.
Incorporate your unique style and brand identity to set your video content apart.
“If you just find an editor, whether you find a cheap one or an expensive one or an agency, if you just send them clips of YouTubers or TikTokers and say, I want it to look like this, they'll be able to replicate it very easily.”
4. Distribute your video for maximum reach.
To ensure your video content reaches a wide audience, follow these distribution strategies:
Upload the edited videos to platforms like YouTube, LinkedIn, and TikTok.
Craft compelling captions and descriptions that entice viewers to click and watch.
Share teaser clips or snippets on social media platforms like TikTok or Instagram.
Tag the people you interviewed and ask them to share it with their audience.
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Stewart’s conference content playbook.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Stewart further explains his conference content playbook.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
Whenever you have complex questions or need assistance in writing emails, reading articles, or smart searching, Writingmate can help you using the power of ChatGPT-4! It feels just like having a personal assistant right within your browser.
📢 The ultimate guide to PLG communication (sponsor):
Nailing your email marketing strategy is important to onboard new users, adopt the product, and increase revenue. The Inflection.io team created this 70-page guide full of examples on everything from onboarding to adoption to expansion.
📝 What’s your definition of GREAT content? (newsletter):
A couple of weeks ago, I featuredDossetto’s EASY content framework on this newsletter. This week, she revisited her framework and provided even MORE amazing examples, pro tips, and details in her newsletter to help you create content that stands out.
User-generated content (or UGC) is a powerful marketing technique where you empower your community to create content around an idea, product, or passion. In this article, you’ll understand how to pull the UGC levers to support your SEO.
If you enjoyed this, you’d love this Marketing Powerups issue from a couple of weeks ago featuring(Host of Don’t Say Content and former CEO of Animalz) about her media-led content strategy.
That’s all for now, friends!
Have a powered-up day,
Connect with me on LinkedIn
P.S. If you found this helpful, would you share the love by tapping the heart below? ❤️
It’ll help me know what’s resonating with you and get more people to know about my newsletter. Thanks!