Everyone spends a ton of time marketing their event and telling people why they should come. It takes work to sell those tickets -- blogging, email marketing, social media promotion -- a lot of work.
Yet not much thought is given to how the event itself can feed these communications activities in the future. With a little bit of effort, you can turn your event into content for your blog, email newsletter, and social media channels.
Your event is a content goldmine. Here are seven ways to go panning.
1. Do Q&As with speakers and attendees
Q&As are great because they are easy to do. Book one of your speakers for a fifteen-minute interview after her talk and post the exchange on your blog. Ask questions related to their area of expertise, such as:
- “What is the one thing you wish people understood about [topic]?”
- “How can people improve their ability to do X?”
- “What encouragement do you have for people trying to do Y?”
You can also interview event attendees. Don’t wait to send them a survey a month after the event. Interview them right there. Three great questions are:
- “What was a highlight of the event for you?”
- “What is one thing you learned?”
- “What would you tell someone who wasn’t sure if they wanted to come to this event next year?”
Take their answers and tweet them. Turn them into a blog post. Save them for when you promote next year's event.
2. Cut your keynote address into soundbites
Organizations sometimes post a video of entire keynote speeches on their website. Few people are going to watch anything this long.
Rather, cut pithy soundbites from the address, and post those instead. Bonus points for adding captions at the bottom of the videos, which make them highly shareable on social media.
4. Write blog posts
Write blog posts summarizing the event workshops and presentations. They will feed your blog and social media efforts long after the event is over.
If you can’t do it, assemble a team of bloggers from the attendees. Many will be flattered to be asked and excited for the opportunity to share their thoughts.
They can blog on your organization’s blog, on Medium, or on their own blogs, depending on what makes sense, and you can share a post a week with your social media following for months to come.
5. Share inspirational quotes (make sure you brand them!)
Take a compelling quote from a speaker or attendee. Put on a background with one of your brand colours. Stick your logo and/or web address on it.
Just like that you’ve got something easy to share on Facebook and Instagram.
6. Create a handbook
Don’t set your presentation aside after you’ve given it — turn it into a handbook.
Whether it’s a presentation on the basics of e-commerce or the fundamentals of sponsorship programs, you can turn it into a guide for people to refer to.
Depending on your needs and audience, you can sell this as a product, or you can give it away for free, to encourage sign-ups to your e-newsletter or followers on your social media channels.
*Note — this is an option for workshops or presentations delivered by people from your organization. Don’t invite guests to present and then use their ideas as your own!
7. Go deluxe with a glitzy package summarizing the event
I love, love, love C2’s Montreal Minutes from its 2015 conference. The Minutes are a beautiful, engaging summary of the event not only for attendees, but anyone interested in its ideas.
You may not be able to put together 132 pages like C2 did, but what could do you with even four or eight pages chockfull of your content? Who might you be able to engage? How would it shape the perception of your event and organization?
Your event brings together many intelligent and engaged people. There are many ways to turn their thoughts and discussions into content people will continue to talk about, long after the event is over.
Trying even one or two of the suggestions above will do wonders for your organization.
Do you have great ways of turning events into content that I’ve missed? I would love to hear them! Leave a comment below or send me an email at allison[AT]allisonjanesmith.com.