Is content creation embedded in your business?

Discover how the Volvo Ocean Race teaches B2B marketers a lesson about embedding content creators

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Imagine sailing across the world’s roughest oceans at up to 40 miles per hour, lashed by gales and surfing down the face of monstrous waves. Unless you are an experienced offshore yachtsman it’s not an easy task.

Try watching this video instead:

Now you get the picture. Literally. This jaw-dropping footage from the Volvo Ocean Race was captured from a drone operated by an on-board reporter.

And why is this relevant to content marketers? Well, because it shows how a content-centric approach is a great way to make the most of events.

Reporting of the race used to involve press releases written from land. Then, things evolved and a crewmember was given some media responsibilities. These days each boat has a reporter who is forbidden from helping to sail the boat. They’re solely on board to create and distribute content.

Content front and centre

And why is this relevant to content marketers? Well, because it shows how a content-centric approach is a great way to make the most of events.

If your business is going to the trouble of hosting an event, attending a conference or buying space at an industry show, then try and put content at the heart of the process, rather than tagging it on as an afterthought.

Using social feeds to share news during an event makes sense – but don’t get carried away with too much live tweeting. More important could be the creation of some longer-form content or video that will really be useful to a larger audience.

Consider having a dedicated journalist attending with a clear brief on what sort of report or series of articles they should create from the event. Maybe arrange video interviews with key speakers.

It may be that these more in-depth pieces of content focus less on the event and more on the advice and information that will be of long-term use to key audiences – prolonging the value of the event and broadening its reach.

We’re not saying you need a drone operator in a lifejacket at your next conference or round table, but we can all learn from Volvo media mindset.

Miles Kendall