How to use AI to turn one event into a month of content

Congrats! Your staff simply delivered an excellent convention. The audio system have been dynamic, sponsors have been completely satisfied, prospects received face-to-face time along with your executives and gross sales took dwelling some shiny new leads. It’s your second. You’re a star. 

However wait. The dear content material you created is already gathering mud. Nobody deliberate for repurposing, nobody clearly owns the follow-up and now your content material’s lifespan is shorter than ever. 

That’s the place the promise of AI meets the truth of occasion advertising and marketing. Everybody says AI will change the whole lot, however most groups are nonetheless determining how, the place and when. Just one% of the workforce are AI specialists, per Section’s AI Proficiency Report. They’re often at corporations with enterprise instruments and formal coaching packages—the remainder of us experiment in actual time, typically with out clear steerage or possession.

How can occasion entrepreneurs use AI to personalize outreach, elevate occasion experiences and switch content material into a gentle pipeline of belongings?

Use AI to streamline pre-event planning and content material technique

Ruth Favela is the AI advertising and marketing supervisor at climate intelligence firm Tomorrow.io. Her early publicity to neural networks and LLMs formed her technical fluency and strategic advertising and marketing method and she or he shares her experience generously, from LinkedIn conversations to podcast interviews. 

Tomorrow.io meets its authorities and private-sector prospects at occasions across the globe, from main meteorological conferences to regional street reveals. AI-enhanced storytelling powers each part of the staff’s occasion planning, from outreach to content material seize to repurposing. 

Favela’s five-person staff, which incorporates AI social and content material specialist Madison Sofield, outperforms bigger departments because of the built-in use of AI throughout the advertising and marketing lifecycle.

Right here’s a take a look at a few of their go-to workflows:

• Custom GPTs: Favela constructed customized GPTs for model voice and government voice and one other that turns transcripts into weblog sections and optimizes them for web optimization. Sofield skilled a customized GPT on top-performing LinkedIn posts and makes use of it to optimize new ones to match these patterns.
• Deep analysis: Earlier than an occasion, the staff identifies specialists they most need to meet, then makes use of GPT-o3 to run stories on their corporations. These insights assist them create hyper-personalized content material earlier than, throughout and after the occasion. 
• Video repurposing: The staff accelerates post-event content material manufacturing and permits repurposing at scale with instruments together with Opus, Descript and Goldcast. These workflows clip, summarize and theme classes, tag and manage them in an occasion content material library to be used on social, internet and YouTube.

For occasion entrepreneurs simply getting began with AI, Favela presents this recommendation: prioritize one ache level and choose one instrument. 

Dig deeper: How 3 companies are reinventing event marketing with SoLoMo

Use AI to personalize outreach to focus on accounts 

Favela blends account-based advertising and marketing methods with generative AI and cross-team collaboration for focused outreach to high accounts and prospects. She makes use of a specialised AI functionality known as deep analysis, the place GPT scours the net for clues about an organization’s objectives, language and ache factors, surfacing insights that assist her staff create pitch-perfect content material. 

Right here’s the workflow she recommends:

• Create a GPT undertaking in ChatGPT or Claude for every high-priority account.
• Add Deep Analysis findings — firm background, public statements and earnings calls, social content material, government speeches — and layer in your model voice, personas and product content material. 
• Immediate GPT to generate customized outreach and on-site supplies tailor-made to your prospect’s function, trade and present challenges.

Generative AI will be the first coding language out there to English majors, however it helps to assume like a knowledge scientist. Structured prompts ship stronger outcomes, so her staff makes use of repeatable frameworks to construct consistency into each undertaking. 

Automate post-event content material with AI

Madison Sofield says probably the most vital shift with AI isn’t tactical; it’s psychological. Entrepreneurs should rethink their complete method to the workday and workflow. As an alternative of asking, “How do I do that?” she suggests asking, “How can one thing else assume or create for me in order that I can focus elsewhere?”

That mindset shift grew to become a cheat code for near-impossible productiveness ranges. At the moment, she’s within the director’s chair, tasking her AI instruments to create and repurpose hours of content material, then enhancing and refining it with customized GPTs that speed up manufacturing and approval cycles. 

As a result of Tomorrow.io is a video-first advertising and marketing staff, Sofield depends on three core instruments:

• Opus: With one click on, Opus repurposes lengthy movies into ranked brief clips primarily based on content material high quality. You may edit captions, lower filler phrases and publish on to social. “We’re within the age of short-form,” she says. “It’s a game-changer for scheduling and repurposing.”
• Descript: The text-based editor is good for prolonged interviews and horizontal codecs. Sofield additionally pulls transcripts into ChatGPT to show video into LinkedIn carousels, publication copy or weblog posts. “The video turns into greater than a video. It’s a script I can reuse in numerous codecs.” 
• HeyGen: To scale founder-led advertising and marketing, Sofield makes use of HeyGen to create AI avatar movies of their CEO, primarily based on scripts generated via their executive-voice GPT. “Numerous founder-led corporations are doing founder-led advertising and marketing,” she says, “and so they can’t be in each channel.”

“With these instruments, we’ve gone from a three-week video turnaround to 4 days,” Sofield says. “Now I can schedule a complete month of content material forward utilizing clips from only one lengthy video.”

Guidelines: Construct a scalable video repurposing workflow

• Maintain cross-team workshops to establish classes for gross sales and buyer outreach.
• Get prospects to log out on on-site video testimonials or case research.
• Arrange a manufacturing workflow to document and ship high-value classes.
• Assign clear possession for post-event repurposing and outline AI instruments for every job.
• Tag and retailer content material (movies, blogs, graphics, carousels) in a shared library for staff entry.

For occasion groups prepared to guide, begin with one AI win

Firms seeing probably the most vital beneficial properties from AI aren’t simply experimenting. They’re getting a transparent message from the highest. When CEOs set expectations to make use of AI and again it with coaching and inner insurance policies, adoption accelerates, and groups get smarter and quicker.

If that’s not taking place in your org, don’t wait. Begin small. Get buy-in on one instrument, one use case. A single win, like slicing video turnaround time or boosting social engagement, may be extremely persuasive on your CMO or head of selling. 

AI-focused entrepreneurs agree that utilizing the instruments your self is one of the simplest ways to study. Easy adjustments can remodel a immediate’s output, which suggests enhancing — refining your immediate within the authentic window, generally a number of instances — is simply as vital as enhancing in conventional writing. Mastering that loop is the place the actual energy is.

Keep in mind, while you deal with occasion content material like a enterprise asset and use AI to scale it, you’re not simply operating occasions. You’re driving pipeline. 

Dig deeper: How small companies make a big splash with event content