Turning a Single Event into Evergreen, Multi-Platform Content-Recording

Video Transcription

Video Summary

In this presentation, Alexa Sabajir, Communications Manager at the University of Florida Emerging Pathogens Institute (EPI), shares strategies on turning a single event into an evergreen opportunity to maximize impact and resource efficiency. Drawing from a real case involving a 2023 symposium on leprosy—an infectious disease seeing unusual case patterns in Florida—Alexa illustrates how her small communications team created lasting content that extended beyond the event. They produced a series of informative articles, expert Q&As, videos, and even an animated series, all aimed at educating the public and positioning EPI as a leader in infectious disease research. Key takeaways include knowing what makes your organization unique, understanding your audience and platforms, effective project management, leveraging affordable software, collaborating internally, removing time constraints from content to prolong relevance, repurposing content across multiple channels, and redefining success beyond simple metrics. Alexa emphasizes working smarter with limited resources by focusing on content with long-term value rather than short-term event promotion. The initiative resulted in tens of thousands of article views, viral social media engagement, and ongoing outreach opportunities, proving that small teams can achieve significant impact by thoughtfully crafting and repurposing content within omni-channel marketing strategies.

Keywords

Evergreen content

Infectious disease communication

Leprosy symposium 2023

University of Florida EPI

Content repurposing

Omni-channel marketing

Resource-efficient strategies

Public health education