The Content Power of One Event

We used to think live events were the best way to engage our audience. And while they are valuable, we realised something: our audience doesn’t always have time to show up live—but they do love opting in on their own schedule.

Yes, we pivoted.

With Scrappy Systems, we still host the event live (so those who are able to join can ask questions, network, and get real-time guidance). But now, we’re optimising for content distribution—because the real magic happens after the event ends.

Stage 1: Running the event

This is NO SMALL step. And I wouldn’t be able to do it without the brilliant Sam Hebler, who’s managing all things events & comms at Candid! ??

We’ve spent years perfecting our online event system. And now, we’re making sure that one event doesn’t just serve attendees—it becomes a content powerhouse.

Stage 2: Editing & design

A.K.A. The side-quest that stole my Saturday.

Here’s where I thought things would be simple.

"Just take the recording and chop it up into clips!" I told myself. Easy, right?

No. No, it was not.

Last Saturday, I lost an entire day in the depths of video editing—tweaking animations, obsessing over captions, and trying to figure out the best way to structure shorter clips.

At one point, I thought I’d really cracked the code by using Descript’s handy AI features. It automatically removes filler words and silences, so I figured, “Great! Less work for me!”

Except… I got way too aggressive with the cuts.

One of my short clips sounded fine, but something felt off. And when I actually watched it back? The weirdest things were happening. I looked like I was teleporting across the screen.

Lesson learned: AI can help, but it still needs a human touch (and a little common sense) to avoid creating glitch-in-the-Matrix energy.

So, yes—this deserves its own phase. And I’ll likely be bringing in another consultant soon to collaborate on this, because good video content isn’t just about cutting—it’s about crafting.

We are testing a few things and will adapt as we get more data on future episodes. And I’m genuinely excited to share the results as they come in!

Stage 3: Distribution

Once the event is edited and polished, it becomes: ? A full 1-hour podcast on YouTube ? A full 1-hour podcast on Spotify ? 4 unique interview segments ? 2 Reels + Shorts ? Multiple social media posts ? Email content

Oh, and I guess I’m talking about it now too — so that’s another way of talking about the same content.

The key takeaway?

You don’t always have to create more content—you just need to structure it for repurposing from the start.

This is the system we’re building at Candid. And now that I’ve survived the editing gauntlet, I’m excited to refine it even further.

We are testing a few things and will adapt as we get more data on future episodes. And I’m genuinely excited to share the results as they come in!

How do you distribute your content? What have we forgotten about? Or even if you have any feedback for me — just reply/comment and I’ll get back to you. ???

If you'd like to read the full Candid Constult newsletter, go here: https://candidcollab.com/p/most-event-content-gets-wasted