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With conference season in full swing many marketers out there are working on and refining their conference strategies.
This could include:
- Social media engagement
- Give aways
- Blog posts
All those tactics – especially when done in concert with each other and other tactics – can bring in leads to a business. Granted, it might not be the day of the conference or execution of a certain tactic.
Today, though, I want to talk about post-conference blog posts. Many of them have headlines like this:
The top 10 things we learned at <conference>
And then everyone proceeds and virtually shares the same stories.
I get why we do it and why conference organizers like it and even sometimes encourage it: Everyone has slightly different audiences. Many do those posts, so let's follow the pack.
The different audiences won't notice because they are only reading that one source anyway.
And it might work for some of us – especially when we have an established audience. But it won't help us stand out through unique stories.
Here's my usual strategy for conferences. This includes conferences I'm asked to speak at or that I just attend:
I never plan for a post-conference wrap up post. If I have 10 great things to share I'll just make them 10 separate articles and will flush them out a bit more. That might also help me with long-term SEO. Plus, what are my chances to people googling for a conference? And how many people actually do that after the conference is over?
Here's an example from the Adobe Summit 2017, which Adobe invited me to attend for free.
As I was walking around, networking, listening to sessions and so on, experiences happened to me. Many of these experiences were worthy of turning into separate blog posts.
I filed about a half dozen posts in my three days in Las Vegas.
Something interesting happened, I made a note, found some time and published it.
Sounds so simple in a paragraph. LOL. Maybe it's the journalist in me. 🙄🤔
I tied all posts back to the conference but also wrote them in a way to make them a bit more timeless and relevant for people who would read them later – which happens!
Of course that content marketing workflow can be harder when you have to run every idea by a committee of marketing obstructionists. Sorry!
Either way, I tie all my posts back to my goals and what I know and think my readers and target audiences will want to read.
If it fits and I think I'll have something unique to say I'll write about it. If I don't I might just link to somebody else who already said what I was going to say.
Like any decent content marketer I take this serious. Example: I once was invited to a launch of a product. The product was great but I couldn't figure out what the storytelling angle would be. So I didn't force it and simply didn't blog about it. Many others did anyway.
Conferences have so many stories happening and the connections that are being made can be invaluable.
Sharing relevant stories from conferences can also be an invaluable tool to further establish our content marketing strategy and help reach its business goals.
Here's my step-by-step guide on conference storytelling:
- Set a goal of daily stories
- Keep an eye out for them
- Document them
- Set aside time to write them/record an audio or video clip.
- Have somebody edit quickly
Distributing posts from a conference while the conference is still going on can also help you stand out. I've published things before quasi live and conference attendees responded and even wanted to connect further.
It's really another way and example of how journalistic strategies can work in content marketing.
- Story happens
- It gets shared asap
I'm rounding out 2017 at events in Raleigh, Cleveland, Pittsburgh, São Paulo and Nashville. The sidebar on this blog usually has the latest. Hope to see you at an event soon.
Best of luck at your conferences. Looking forward to hearing your unique stories from them.