And industry events can be boomtowns, not only allowing you to make the most of your time, budget, and resources—but also ideate, create, amplify, and repurpose compelling content that will resonate with your audiences. Strike a connection with speakers, presenters, and attendees on social media and start to engage with them. Pre-event content creation is a golden opportunity for any marketer. “Reach out to the conference organizer, sponsors or speakers at the event that represent topics and brands of interest to your community to do pre-conference interviews,” Lee Odden, TopRank Marketing’s CEO and a seasoned conference speaker and prospector, suggests. Leverage flakes of speaker and presenter insights to create content gold in real-time. Use this as an opportunity to ask a specific question that can not only add more depth to your content, but also something that your audience would truly want to know. Bonus Nugget Whether you missed your opportunity to ask a burning question or you’re interested in some one-on-one time with a speaker, take the time before or after their session to introduce yourself. Once the Rush is Over, Take Your Content to Repurposing Boomtown Think that content gold isn’t possible after a conference has panned out? Those interesting topics or common themes that arose during your networking interactions or learning sessions? Strike Content Gold at Your Next Event Seasoned content marketing writer or not, industry conferences and events are golden content ideation, creation, amplification, and repurposing opportunities for every marketer.
The promise of professional growth. The excitement of striking new connections. The anticipation of hearing and learning from industry legends and up-and-comers. The marketing industry conference and event circuit is an absolute gold mine of opportunity.
What’s one of our favorite ways to strike-it-rich at any industry event? Panning for content gold.
The content marketing gold rush that started roughly a decade ago has content marketers stamping, picking, drilling, and grinding away at content creation so they can break-ground with their audience and fend off the competition. And industry events can be boomtowns, not only allowing you to make the most of your time, budget, and resources—but also ideate, create, amplify, and repurpose compelling content that will resonate with your audiences.
How do you uncover golden content nuggets at industry events? Let’s dig in.
Before the Rush, Put Your Pre-Prospector’s Hat On
Before rushing to golden conference lands, it’s critical to pre-prospect your mission to ensure you have the right information, focus, and tools to unearth content opportunities.
Some of the actions to take here include:
- Dig up event-related hashtags so you can keep track of what’s happening before, during, and after the event, as well as engage with speakers and attendees. Pay close attention to specific themes or topics being shared. This can be the start of content ideation.
- Strike a connection with speakers, presenters, and attendees on social media and start to engage with them. This could not only help you land some new friends before the event, but also lay the foundation for amplifying the event-inspired content you create.
- Survey the schedule of events and pre-select the digging fields (e.g. keynote addresses and breakout sessions) you want to go to. Pay special attention to sessions that have the most promise for helping you grow as a marketer—not simply create content. If a session has the potential to inspire you, it’s likely that you’ll be able to parlay that into great content for your audience, whether they’re fellow marketers or chief technology officers.
Bonus Nugget
If you thought content gold could only be found when you’re physically at the event, that’s fools gold. Pre-event content creation is a golden opportunity for any marketer.
“Reach out to the conference organizer, sponsors or speakers at the event that represent topics and brands of interest to your community to do pre-conference interviews,” Lee Odden, TopRank Marketing’s CEO and a seasoned conference speaker and prospector, suggests. “A series of interviews can be branded with a common theme and header image to let readers know there’s a connection to a conference.”
The key here? Choosing speakers that align to the topics and brands of interest to your unique community.
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