Every planner knows that planning meetings and conferences of any size is a lot of work.
However, what often gets forgotten shortly after an event is the opportunity to produce a library of powerful and engaging content that can be used for future marketing campaigns. By extending the amazing physical experience for attendees into a digital one, new audiences can be inspired, educated, and informed about your company’s latest and greatest thought leadership.
Teaming up with your marketing department to create a well-planned approach to repurposing content creates a myriad of new possibilities for post-conference success while maximizing ROI opportunities.
1. Develop and Promote Daily Event Summaries
Every year, social media management company Percolate hosts a conference called Transition. The purpose of the event, which features speakers specializing in everything from city safety to screenwriting, is to expose attendees to new ideas they might otherwise miss during their daily grinds.
In order to promote the event — as well as the brand’s forward-thinking image — Percolate hires freelancer writers to attend the event and develop content on behalf of the company. (Full disclosure: One of those freelancers is me.) Writers are dedicated to live-tweeting the the event and writing daily recap blog posts that summarize key findings, takeaways and learnings from the various speakers and panel sessions at the event; these usually end up being some of the most viewed posts on Percolate’s blog.
In addition to promoting on social media, a great way to ensure your daily event summaries are seen is to send a recap email to all event attendees. One of the reasons the Percolate event recap posts were so widely shared was because the each of the stories mentioned specific speakers and their companies, who in turn reposted the article on their own social media channels.
Pro-tip: Develop a daily recap email or blog template in advance to make your life easier on event day.
2. Create Visual “Share-Worthy” Moments
There’s no denying the power of quality, original images in content marketing. And as long as you present attendees with opportunities for taking great photos, they’ll end up doing half the work for you — by taking, tagging and sharing pics.
SXSW is the reigning champion when it comes to “Instagram-mable” marketing. The festival offers numerous fun and unique ways to to interact with brands: Mashable’s Mash House, Budweiser’s Beer Garage and the American Greetings analogue activation have created robust SXSW experiences that earn legendary social media buzz.
Pro-tip: Reference our ebook for ideas on designing unique experiences, sure to make your participant’s friends and colleagues jealous.
3. Create an Evergreen, Integrated Content Library for All Conference Materials
Don’t let the learning stop when your event ends. CES is a great example of an event that gives its attendees — and anyone who Googles it — a full repository of valuable content. Their website has video clips from popular speakers, exhibitor elevator pitches and lists of vendor highlights. Paired with their top-shelf Instagram and Twitter, their integrated content format creates more powerful messaging opportunities and additional audience reach all year long.
Here are a few content format types that can be repurposed on different mediums:
Blog Coverage: Increase website traffic and engage potential clients by folding conference topics into your blog posts. By recording and transcribing presentations using a service like SpeechPad, you can easily pull a conference session into a blog post with important key takeaways.
Video: Vimeo and YouTube provide a single space for your presentations to live and also allows you to track engagement data to help shape future programming. As a supplement to video, consider uploading the presentation materials SlideShare. Embed all of these materials into a blog post for easy reference and cross promotion.
Social Media: If you’ve hired high-quality speakers, you’re going to end up with plenty of high-quality, quotable sound bites. Don’t let them fade away once the conference is over. Create images of the best quotes from your event — advice, tips, short anecdotes — then share them on social. Make sure to include the speaker’s handle — they are likely to repost the content if you do.
Pro tip: Don’t post too many speaker quotes in a row. Even the biggest fan will get tired of them after a while. Instead, spread them throughout the year; they especially come in handy during a slow content period.
4. Add Attendees to Company and Event Mailing Lists
An event is one of the best lead generation tools available, so don’t waste that opportunity! Make sure that anyone who gave you their email (and opted-in) is added to your company’s event mailing list . Eventbrite offers this handy tutorial which explains exactly how to collect this info from your guests.
Pro tip: Create a separate list that’s exclusively for the people who actually went to your event. Send them a newsletter with some of the conference-based content that’s on your blog, and throw in some of the top-performing tweets for good measure. This way, those that RSVP-ed get some extra bang for their buck — and you get more site traffic. It’s a win-win!