7 min read. 
By Jon Monk | Head of Search Performance

Welcome to our guide to leveraging the rich content generated onsite during your event.

In this guide we'll show you how you can supercharge your search, social and email marketing campaigns to ensure continuous 365-day engagement, driving year-round enquiries, sign-ups, and a growing database of relevant contacts—future exhibitors, attendees, and sponsors.

In this article we'll discover:

• Drive 365-Day Engagement: Use event content to fuel social media, email, and SEO year-round.

• Boost Social & Email: Enhance your current marketing with repurposed event content.

• SEO Power: Events naturally create valuable backlinks and expert content for long-term SEO success.

• Actionable Tips: How to effectively repurpose and optimise event content for maximum impact.

• Sustainable Growth: Generate consistent organic traffic and extend your event’s value.

Read on to discover how to turn your event into a 365-day engagement engine!

Introduction

Event marketers know the importance of social media and email marketing for event promotion. These channels are crucial for building awareness and engagement before an event. However, these tools become even more powerful when integrated with event content.

By cleverly reusing the rich content generated onsite during your event—keynotes, panel discussions, and product demos—you can significantly boost your social and email marketing efforts. This strategy drives 365-day engagement, delivering year-round enquiries, sign-ups, and a growing database of relevant contacts—future exhibitors, attendees, and sponsors.

Pairing this content with a well-optimised website through SEO creates a third powerful channel, further amplifying your reach.

365 Traffic from Social, Email, and SEO

Publishing valuable event-related content is essential for sustained engagement. By consistently publishing high-quality content, you can keep your audience engaged across social media, email, and SEO throughout the year.

• Social Media: Regularly sharing content updates from your event gives you a constant stream of valuable posts that provide real insights. This keeps your event top of mind, encouraging meaningful interactions from your audience year-round.

• Email Marketing: Including your repurposed onsite event content in email campaigns helps nurture ongoing relationships with attendees and potential leads. By sending reminders of valuable insights from past events, you keep your audience connected and engaged.

• SEO: The core of 365-day traffic lies in SEO. Publishing high-quality, relevant content featuring industry experts gives Google the authority signals it values. This will reward your site with consistent organic traffic throughout the year.

The Role of SEO in Event Marketing

While SEO plays a central role in driving consistent traffic, it comes with its own set of challenges. Let’s explore both the advantages and challenges of SEO for event marketing.

• Time to see results: SEO efforts typically take 3-6 months to show full impact. However, established events may see results more quickly.

• Specialised expertise: SEO requires specific knowledge, and many marketing teams lack this. Hiring third-party agencies, especially those unfamiliar with the events sector, can be costly.

• Measurement challenges: Unlike PPC, SEO’s return on investment (ROI) can be harder to measure and justify. Predicting performance isn’t as straightforward, making it more challenging to secure buy-in from stakeholders.

Event SEO Advantages

Despite these challenges, events are uniquely suited to thrive in SEO, often overcoming obstacles that other businesses face:

• Links: For SEO success, links from reputable websites are crucial. Events naturally generate these, as sponsors, exhibitors, and speakers often link back to the event site. This creates valuable backlinks without extra effort.

• People: Google values the expertise, authority, and trustworthiness of individuals. Events typically feature respected industry leaders, and their association alone can significantly boost your SEO. This gives events a distinct advantage compared to businesses that rely on a limited pool of experts.

• Content: Creating high-quality content is time-consuming and costly. However, events are a rich source of user-generated content, from exhibitor bios to keynotes, discussions, and interviews. This wealth of content puts event websites in an ideal position to perform well in search.

Show Content Opportunities

Events generate an enormous amount of valuable content that remains relevant long after the event ends. By capturing and repurposing this material, you can extend the life of your event and keep your audience engaged for months or even years to come.

Some of the best sources of content at events include:

• Keynote Speeches 🎤: Inspirational insights from industry leaders, perfect for post-event blogs or videos.

• Panel Discussions 💬: Expert viewpoints on key industry topics, ideal for repurposing into content.

• Workshops 🛠️: Hands-on learning sessions that can be shared as educational resources.

• Product Demos 📽️: Visual content from exhibitor demos, useful for promotional materials.

• Q&A Sessions❓: Audience-driven sessions offering spontaneous and insightful content for social media snippets.

• Breakout Sessions 🗂️: Niche discussions that provide valuable content for targeted audiences.

• Speaker Interviews 🎙️: Post-session interviews to delve deeper into key topics.

• Attendee or Exhibitor Testimonials 🗣️: Real-time reactions from attendees captured on video or audio that provide social proof for future events.

How to Repurpose and Capitalise on your Event Content

To get the most out of your event content and drive 365-day engagement, follow these steps:

1. Record everything: Video is ideal, but audio recordings are often easier and more cost-effective to organise.

2. Organise the content: Clearly label files, noting who is speaking and the topics covered.

3. Transcribe the content: Use reliable transcription tools to create detailed written records.

4. Write summaries: Transform the content into standalone pieces that add value and can be shared across platforms.

5. Optimise for SEO: Very important! Target relevant keywords and strategically place them in your titles, descriptions, and headings.

6. Add internal links: Link your content to other relevant articles and event topic pages to boost SEO across your site.

7. Publish promptly: Ensure the content goes live shortly after the event, particularly for time-sensitive material.

8. Share widely: Promote the content through social media and email to drive engagement and signal its value to search engines.

In Summary

Maximising your event content through repurposing and optimisation for SEO, social media, and email marketing will extend your event’s life, drive year-round traffic, and position your brand as a thought leader. 

A steady stream of high-quality content from respected industry experts will boost your site’s organic traffic, enhance engagement, and strengthen your brand long after the event ends.

By leveraging these three powerful channels, your event will continue delivering value throughout the year.

Watch the Webinar

In a recent webinar Jon talked us through the benefits and actions needed to reuse onsite content for maximum impact. Watch the webinar on demand here:

Keen to Find Out More? 

If you need help optimising your site or repurposing your onsite event content drop Jon a line at jon.monk@asp.events