Rights holders and sponsors of the regions biggest sports and entertainment events are coming under ever more pressure to maximize their use of video content to create awareness and excitement for their events, ensuring the greatest return on investment on sponsorship investment.
Having recently executed a successful video content strategy for the 2016 Abu Dhabi HSBC Golf Championship, I found myself both proud of what we achieved, and inspired to push the envelope further on the video content strategies for our partners in the region. At this years Abu Dhabi HSBC Golf Championship, we delivered 60+ unique pieces of video content, distributed across multiple channels, and engaged an audience of millions. From the flagship and star-studded launch viral, viewed by millions on digital and TV broadcast platforms, to many varied pieces of social media content to capture the true feel of the event, our video content worked powerfully alongside the other marketing and awareness strategies to make the 2016 Championships a truly memorable weekend for many reasons.
Now we have got our breath back, it seemed like a good time to take stock and analyze the keys to delivering a successful event video content strategy.
Planning – as boring as it sounds, the key to delivering a successful video content strategy comes down to planning. Know why you are creating the content, who you are targeting, what you want to tell them, and how you reach them. Have a clear strategy before you start, as once the event starts it is too late!
Quality is key – the competitive landscape for peoples time is brutal and unforgiving – you have just a few seconds to get peoples attention………..so your content better be good. Ensure your concepts are strong and original, and that they are executed well. Whatever the viewing platform, your audience will not tolerate poorly thought through and executed content. Work with partners who you trust and are proven to deliver.
Time is of the essence – The content is time-sensitive, so ensure your team is large enough to create and distribute video content quickly. Analyze and agree your workflows well in advance and ensure that there are no bottlenecks or weaknesses in the process. If you are waiting days for final approval before content can be published, all your hard work will be in vain.
Distribution, distribution, distribution – There is nothing worse than creating strong, exciting and timely video content, and then have nobody watch it. Invest in your online channels in the lead up to the event, push content out, get existing viewers excited about the event and develop strategies to get new viewers to your channels. Invest time in finding, targeting and prepping external distribution channels in advance of the event – if you don’t know the type of content each external distributer likes and the formats they like it in, then your content will not get the traction you want.
Traditional distribution channels still exist – Despite what you read, broadcast television and radio is far from dead, and the reach they can provide to your content is huge. Your video content strategy should cover all distribution channels – can your individual pieces of content build into a longer television format? Can you easily tweak each piece of content to fit various broadcasters and distributers needs? It is a myth that content created for the online market cannot work for the broadcast television market, you just need to know what each platform requires and build this into your strategy from the outset. This approach ensures maximum return on investment and maximum eyeballs on your event.
These strategies are simple and straightforward, and apply to events whether big or small. Video content brings so many opportunities for rights holders and sponsors, and with a bit of planning and some strong execution, amazing results can be delivered.
Managing Director, Nomad Media TV