Running a chapter takes a lot of energy. You plan events, coordinate communications, and work hard to engage members. But once the event is over, the value often disappears the moment the chairs are stacked.
That doesn’t have to be the case.
With repurposing, you can take the time and effort you already invested in one event and turn it into weeks of content that engages members, highlights your sponsors, and showcases the value of your chapter.
Repurposing isn’t about creating more work—it’s about getting more out of the work you’ve already done.
Why Repurposing Matter for Chapters
Repurposing content is one of the smartest marketing strategies your chapter can use. Here’s why:
- It saves time. Instead of starting from scratch, you stretch the life of one event into multiple touchpoints.
- It increases visibility. Members who couldn’t attend the event still see the value your chapter delivers.
- It drives engagement. Sharing bite-sized pieces over several weeks gives people more chances to interact.
- It adds sponsor value. Every post that includes a sponsor mention gives them more exposure—and shows them their investment was worthwhile.
Think of it as making your chapter events “work overtime” for you.
The Core Framework: “Pillar → Pieces → Posts”
Here’s the simple formula:
- Pillar: The big content moment—the event itself (technical dinner, training, site visit).
- Pieces: Smaller assets created from that event—photos, quotes, video clips, highlights.
- Posts: How you share those pieces across channels—blog, email, LinkedIn, Facebook, Instagram.
A good rule of thumb: For every event, create 3 pieces of content for 3 channels across 3 weeks.
Step 1: Plan Before the Event
Repurposing starts with planning. A little preparation ensures you’ll leave the event with what you need.
- Identify your goal: Do you want to drive membership, engage current members, thank sponsors, or educate the industry?
- Make a capture plan:
- 10–15 photos (speaker, audience, sponsor tables, volunteers).
- 3–5 strong quotes from the speaker.
- 1–2 short videos (10–30 seconds).
- Slides or presentation handouts.
- Assign roles: Ask a volunteer or committee member to handle photos, quotes, or live posts.
- Check permissions: Let attendees know photos will be taken. Always confirm with the speaker before sharing quotes or slides.
When you plan before the event, repurposing after the event becomes easy.
Step 2: Capture During the Event
During the event, focus on authentic, usable content—not perfection.
- Photos: Capture the speaker, the audience, sponsor tables, and any live demos.
- Quotes: Write down 3–5 of the best lines from the speaker.
- Video clips: Record a short demo or a 20-second takeaway from the speaker or a member.
- Live posts (optional): Share a photo or story during the event with a quick caption.
Remember: quick, real, and authentic content often performs better than highly polished material.
Step 3: Repurpose After the Event
Now comes the fun part—turning what you captured into multiple pieces of content.
Primary Content (the recap)
- Blog post or newsletter (500–800 words):
- Hook: Why the event mattered.
- 3–5 key takeaways.
- A photo + one speaker quote.
- CTA to your next event or to join the chapter.
Secondary Content (bite-sized posts)
- Quote graphics: 3–5 pull-quotes turned into images.
- Short clips: 2–3 short videos with captions.
- Mini FAQ: Post 2–3 questions from the event Q&A.
- Sponsor thank-you post: Tag the sponsor with a photo and mention their support.
- How-to tip post: Highlight one actionable idea members can use right away.
Evergreen Content (reusable later)
- 1-page PDF summary: Share key takeaways as a handout.
- Throwback post: Re-share highlights 30–45 days later for those who missed it.
- Member spotlight: Feature an attendee’s reflection or success story.
Step 4: Build a Multi-Week Plan
Here’s how you can turn one event into a month of content:
- Week 0 (Before): Teaser post introducing the speaker.
- Week 1 (Event): Blog recap + one live photo.
- Week 2: Share a speaker quote and a 20-second video clip.
- Week 3: Post a member spotlight or FAQ.
- Week 4: Share a sponsor thank-you or evergreen “save this tip” graphic.
That’s four weeks of visibility—all from a single event.
Example: Technical Dinner on Corrosion Under Insulation (CUI)
Here’s how a chapter might repurpose a technical dinner:
- Before the event: Post on LinkedIn: “Join us Thursday for hands-on lessons about corrosion under insulation with [Speaker Name].”
- During the event: Share an Instagram Story of the demo with the caption: “Seeing CUI in action #AMPPChapter.”
- After the event: Blog recap: “5 Things We Learned About Preventing CUI” with photos and a speaker quote.
- Week 2: Quote graphic with: “Inspection is the first defense against CUI.” – [Speaker]
- Week 3: Facebook post: “Missed the event? Here are the top 3 questions members asked our expert.”
- Week 4: Thank your sponsor with photos of their booth and tag their company page.
One evening = a month of steady content.
Tools That Make It Easy
You don’t need fancy software to make repurposing work. Try these:
Common Mistakes to Avoid
- Only posting once. Don’t stop at a single recap—spread content out.
- Waiting until after. Plan before the event so you know what to capture.
- Overproducing. Don’t get stuck trying to make things perfect. Done is better than perfect.
- Forgetting accessibility. Always add alt text to images and captions to videos.
- Skipping the call to action. Every piece of content should encourage a next step.
Quick Win Tip
Pick one upcoming event and commit to this:
- Post a teaser about the speaker before the event.
- Share one photo or clip during the event.
- Publish a recap afterward with one takeaway.
That’s three posts across three touchpoints—without creating anything new.
Final Thought: Stretch the Life of Your Events
Your events are valuable. Don’t let them disappear once the doors close. By repurposing, you turn every event into an ongoing story that strengthens your chapter’s presence, engages your members, and shows sponsors the value of supporting your work.
Remember: you don’t need more events to have more content—you just need to get more mileage out of the events you already have.
Have question or need help getting started? Reach out to chapters@ampp.org. We are here to help!
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