The value of an event extends far beyond its live duration. Its impact can quickly dissipate if not properly captured and amplified. This is where the event content creator has emerged as a trending role, transforming fleeting moments into long-lasting marketing assets helping events stretch their impact way past the actual day.
A 2024 survey by Bizzabo revealed that 80% of event marketers believe content creation is crucial for achieving event ROI, yet only 30% feel fully confident in their current content strategies. This gap highlights the burgeoning demand for specialised content creation.
At The Ortus Club, we recognised this quickly. And while the concept of capturing and sharing engaging conversations has always been at the heart of what we do, the evolution of event content creation presented a powerful new avenue not only for us but for the events industry as a whole! It was a testament to our team’s ability to build real connections with anyone who attends our events that we were able to pivot so effectively! We quickly rolled out training programs, equipped everyone with microphones (that was a steeper learning than we predicted), and found the right tone to give everything some branding.
In a world where so many events are starting to look the same, we jumped at the opportunity to do something different. We wanted to give our audience and our participants an up-close, real look at what happens when two humans truly connect, unscripted and without any AI getting in the way. Focusing on those authentic, spontaneous chats became our guiding light for creating content.
Gone are the days when a quick snap from a traditional event photographer was enough. While great photos are still important, today’s events need content creators who can really engage with the audience in the moment. The best photographers have always known how to do this, that ability to connect and bring out genuine emotion is what makes their work stand out. For us, it was the other way around. Our team is already fantastic at building relationships on the ground (facilitating deep conversations is our bread and butter after all) but we gave them the tools and training to capture some fun content while giving them the space to brainstorm ideas and keep conversations their own. This allowed us to create content that feels like a natural part of the conversation… without needing to artificially craft it!
This actually gave us the idea of creating some Ice Breaker Card Deck for our team to use and, as always, decided to open up and share with our audience.
Taking content during events is not just about recording what’s happening but about boosting all the opportunities that an event offers. A friendly chat between two industry leaders can quickly turn into a short video, put powerful quotes over dynamic visuals, and suddenly that same conversation can reach thousands more people! All this while keeping the confidentiality or exclusivity that the actual event agenda provides. Plus, this wider reach opens doors for new leads, better brand visibility, and building a stronger community long after the event is over. At
The Ortus Club, we like comparing it to a red carpet experience. We don’t know what actually happens at the Met Gala, but we know who’s there and what the general atmosphere was and it certainly makes us dream of attending it.
The field is still evolving, but professionals such as Irina Graf, Vin Matano and Sabrina Meyers to name a couple are certainly paving the way, proving to everyone how strategic content creation isn’t just a fleeting trend but a core part of how we should all plan, run, and value events today.
Event content creators aren’t a “nice-to-have”, they’re essential for an event’s lasting success. They’re the ones turning those quick moments into powerful, long-lasting assets that make an impact. At The Ortus Club, we’re proud to be at the forefront of this shift, showing that by focusing on real human connection and giving our team the right tools, we can unlock the true, extended potential of every single conversation and marketing initiative.