By Jon Monk | Head of Search Performance

• Estimated Reading Time: 10-12 minutes
• Potential Impact: Very High

 

In this article, we explore how to get the most out of your event content by capturing, organising, and repurposing it to generate ongoing traffic and engagement.

We’ll cover the key benefits of publishing event content, the best sources of content to capture, and the practical steps needed to transform recordings into optimised, valuable articles.

We also discuss the importance of effective organisation, summarisation, SEO optimisation, and formatting, and how each of these steps contributes to long-term success.

Introduction.

Events, whether B2B or B2C, generate a wealth of valuable content. Capturing and publishing this content can extend the life of your event and deliver significant ongoing benefits.

From speaker keynotes to panel discussions, these recordings not only engage your audience but also position your brand as a thought leader in your industry.

In this article, we’ll explore three key areas: (1) the benefits of publishing event content, (2) the various sources of content you should be capturing during your event, and (3) the mechanics of transforming recordings into high-value, traffic-driving content.

Let’s dive into how you can maximise the potential of your events.

 

 

Part 1: Benefits of capturing and publishing event content.

Event content has the potential to deliver value far beyond the live experience.

Capturing and publishing it isn’t just about keeping a digital record; it’s a strategic move that can enhance brand authority, boost organic search traffic, engage a wider audience, and create long-term benefits for your brand, speakers, exhibitors, and attendees. Let’s explore the key advantages of making your event content available and how it can drive lasting impact.

1) Extend the Life of Your Event 🔄 Repurpose recorded content to keep your event alive long after it ends. Your audience can revisit key moments, and your event remains relevant for months or even years.	11) Increase Event ROI 💹 By using content beyond the event itself, you boost the overall return on investment (ROI) for attendees, sponsors, and exhibitors.
2) Nurture Relationships with Attendees 👥 Continue to engage attendees post-event by offering them access to recorded sessions, follow-up webinars, or additional learning materials.	12) Create Lead Generation Opportunities 📧 Gated access to premium content, such as full session recordings or workshops, allows you to capture leads for future marketing campaigns.
3) Create a Year-Round Content Strategy 🗓️ Use your event content to fuel blog posts, newsletters, social media, and webinars, giving you a steady stream of high-value material throughout the year.	13) Boost Social Sharing 📲 Both attendees and speakers are likely to share valuable content from your event on their own networks, further increasing your reach and exposure.
4) Reach a Broader Audience 🌍 Not everyone can attend your event live. Capturing and publishing content allows you to reach a much wider audience online, spreading the value of your event beyond physical attendees.	14) Create Evergreen Content 🌱 Keynote speeches, panel discussions, and workshops can remain relevant long after the event, providing you with evergreen content that can be shared repeatedly.
5) Enhance Future Event Marketing 📢  Showcase past events by using content from keynotes, panel discussions, and demos to attract more attendees to future events.	15) Increase Speaker Engagement 🗣️ Speakers can continue to engage with their audience through follow-up content, including Q&A sessions or interviews, helping to maintain momentum.
6) Additional Revenue Streams 💰 Offer exclusive access to certain event recordings as premium content. Charge for in-depth workshops or behind-the-scenes footage to create an additional revenue stream.	16) Showcase Exhibitor Success 🏅 Exhibitors gain more visibility through post-event content, helping to drive interest in their products or services long after the event.
7) Attract More Sponsors and Exhibitors 🤝 Sponsors and exhibitors gain additional exposure when their content is published post-event, making it easier to secure partners for future events.	17) Develop Learning Resources 📚  Repurpose event content into educational materials or online courses, providing ongoing learning opportunities for your audience.
8) Enhance Speaker Legacy and Visibility🎤 Speakers can amplify their voices and establish long-lasting digital legacies. Their insights are shared with wider audiences, increasing their professional credibility and influence.	18) Support Sales Teams 💼 Sales teams can use recorded product demos, customer testimonials, and case studies from the event to enhance their sales pitches.
9) Boost Brand Authority 🏆 By publishing insightful and well-optimised content, you position your brand as a thought leader within your industry, showcasing the expertise delivered at your event.	19) Attract Future Attendees 🧲 By showcasing what your event offers through past content, you entice more people to attend live in the future.
10) Increase Organic Search Traffic 🔍 Optimising your content for SEO can drive ongoing traffic to your website as people search for the key topics covered during your event.

 

 

Part 2: Your key sources for high quality event content.

To unlock the full potential of your event, capturing the right content is essential.

Events are rich in valuable moments – from keynote speeches to networking sessions – that can be turned into shareable and engaging content. Identifying and capturing these key sources ensures your event continues to deliver value long after it’s over. Possible sources of content:

1) Keynote Speeches 🎤 Capture the inspirational insights from industry leaders and use them as the centrepiece for your post-event content strategy.	11) Product Launch Announcements 🚀 Record the excitement of new product launches and announcements, ideal for building future marketing campaigns.
2) Panel Discussions 💬 Panel discussions between experts generate diverse viewpoints and in-depth analyses of key industry topics, perfect for repurposing into blogs or videos.	12) Exhibitor Booth Overviews 🏢 Showcase the innovations and products on display by exhibitors, providing content for future promotions and marketing.
3) Workshops 🛠️ Record interactive workshops that provide hands-on learning and practical insights, which can be shared as educational resources.	13) Networking Sessions 🤝 Informal interactions and spontaneous conversations during networking sessions can provide organic, insightful content for follow-up.
4) Product Demos 📽️ Exhibitor product demonstrations offer rich visual content that can be repurposed into promotional materials or customer case studies.	14) Behind-the-Scenes Footage 🎥 Give your audience a peek behind the scenes to show the effort and energy involved in bringing the event to life.
5) Q&A Sessions ❓ Audience-driven Q&A sessions produce spontaneous and insightful content, ideal for creating dynamic follow-up pieces or social media snippets.	15) Live Polling Results 📊 Capture audience engagement and opinions through live polls, turning the data into shareable infographics or reports.
6) Breakout Sessions 🗂️ Smaller, focused discussions around niche topics can provide valuable, specialised content for targeted audiences.	16) Award Ceremonies 🏆 Celebrate industry achievements by capturing award ceremonies, providing a platform to honour and promote the winners.
7) Fireside Chats 🔥 Informal one-on-one conversations between a moderator and a thought leader offer personal insights that can be repurposed into podcasts or videos.	17) Social Media Engagement 🐦 Monitor social media interactions, event hashtags, and influencer posts to capture content that can be shared on your own channels.
8) Roundtable Discussions 🛑 Interactive, multi-expert roundtables often lead to high-level, collaborative insights that can form the basis of thought leadership articles.	18) Live Streaming Recordings 📡 Repurpose live-streamed sessions for those who missed the event, making them available on-demand.
9) Speaker Interviews 🎙️ Post-session interviews with speakers provide an opportunity to delve deeper into their key points and create additional content.	19) Customer Case Studies 📖 Use insights shared during sessions to create customer success stories that can be used in marketing and sales efforts.
10) Attendee Testimonials 🗣️ Capture the real-time reactions of attendees sharing their experiences and key takeaways, perfect for social proof and future event marketing.	20) Post-Event Webinars 🖥️ Follow up with webinars that recap key takeaways from the event, offering an opportunity to engage with a wider audience.

Follow up with webinars that recap key takeaways from the event, offering an opportunity to engage with a wider audience.

 

 

Part 3: The Mechanics of Capturing, Organising, and Publishing Event Content

Here’s how to ensure you’re getting the most from your event content—and what happens if you don’t.

1. Record as Much as Possible

The first step is to record as much content as you can, whether it’s via audio or video. The more content you capture, the more flexibility you have for repurposing it after the event.

Audio Recordings 🎧 These are often more cost-effective and perfect for capturing keynotes, panels, and discussions. Audio allows you to document all the valuable insights without the added expense of video.

Video Recordings 📹 While more expensive, video recordings are ideal for high-value sessions like keynotes, product demos, or fireside chats. Platforms such as YouTube thrive on video content and can drive significant traffic if used strategically.

 

What happens if you don’t record enough? If you don’t capture enough content, or you miss recording key sessions, you severely limit your ability to repurpose valuable insights. You might find yourself missing the best content altogether, reducing the impact and long-term value of your event.

 

2. Organise and Lable Recordings

Once the sessions are recorded, it’s critical to organise and lable them effectively. This is where many event companies trip up, as poor organisation makes it hard to retrieve specific sessions later.

• Ensure that each file is labelled with the Session Title, Speaker Name(s), Date, and Topic - This makes it easy to locate the right content when it’s time to write summaries or edit for publishing.

 

What happens if this step is skipped? If your recordings aren’t well-organised, it will be difficult and time-consuming to locate the valuable content. This could result in missing important details or wasting time searching for the right files—ultimately delaying the production process and reducing efficiency.

 

3. Summarising the Sessions

A good summary should strike a balance between being concise and informative. The goal is to extract the key insights while maintaining enough detail to be valuable to your audience.

Summarised but Informative 📝 Make sure the summary includes important quotes and key points. Always mention the speaker by name, as audiences often value insights from specific experts.

Valuable for the Reader 💡 The summary should provide genuine value, highlighting the key takeaways in a way that informs and engages the reader.

 

What happens if this step is poorly executed? If the session summaries are too short, lacking in detail, or not written in a way that adds value, the content becomes useless. Audiences will find little reason to engage with poorly summarised material, and you risk losing their attention altogether.

 

4. Optimising for Search Engines

Once the session has been summarised, it’s essential to optimise it for search engines. This is a crucial step to ensure your content drives organic traffic over time. Many events overlook SEO, which means they’re missing out on a significant opportunity to attract visitors outside of their immediate audience.

Keyword Research 🔍 Identify 1-2 relevant keywords with search volume. These should be naturally integrated into the Page Title, Meta Description, H1 heading, and throughout the text.

SEO Strategy 📈 Consistent optimisation across multiple articles builds cumulative strength. One optimised article might not drive a lot of traffic on its own, but optimising 100 articles creates a significant opportunity for organic traffic to grow exponentially.

 

What happens if you don’t optimise for SEO? If your content isn’t optimised, you’re likely to receive only a fraction of the organic traffic that’s available. By neglecting SEO, you miss out on the opportunity to diversify your traffic sources, increase year-round visitors, and reduce your reliance on email marketing (targeting previous attendees) or paid ads (PPC). Essentially, you’re not fully capitalising on the wealth of content you've created.

 

5. Formatting for Readability

Even if you record, organise, summarise, and optimise perfectly, none of it matters if the article is hard to read. Presentation is everything. Your content needs to be easy to navigate, visually appealing, and well-structured so that readers engage with it.

• Headings and Subheadings: Use clear headings to break up content and make it easy to scan.

• Bullet Points and Lists: Incorporate these to make information easy to digest.

• White Space: Proper spacing improves readability and keeps the page from feeling cluttered.

 

What happens if the formatting is poor? If the article is laid out poorly, people won’t want to read it. Even if the content itself is fantastic, bad formatting will lead to high bounce rates as users quickly leave the page. This behaviour can harm your SEO performance, as Google sees that users aren’t engaging with the content. As a result, the whole exercise could amount to a lot of effort with limited reward.

 

 

Conclusion

Successfully transforming your event content into valuable, traffic-driving articles requires careful attention to each of these steps.

Missing any of them—whether it's failing to record enough content, not organising the recordings properly, delivering weak summaries, neglecting SEO, or poor formatting—can severely diminish the potential of your content.

By ensuring the process is handled correctly, your event content can work harder for you, attracting organic traffic, driving engagement, and establishing your brand as a thought leader in your industry. Follow these steps, and you’ll not only make the most of your event content but also set the stage for long-term success.

 

 

ASP's Transcription, Summary & Optimisation Service

Unlock the full potential of your event content with ASP’s comprehensive Transcription, Summary, and Optimisation service.

We convert your audio and video recordings into concise, high-value summaries that capture the key insights from your speaker sessions. To ensure your content reaches a wider audience, we offer keyword optimisation to boost organic traffic, and can even publish the content directly to your website for you.

Key Benefits

• Extend Content Life: Repurpose your event content to engage your audience long after the event ends.

• Boost Organic Traffic: Optimise for search engines and attract new visitors to your site.

• Enhance Brand Authority: Showcase your speakers’ expertise and position your brand as a thought leader.

• Streamline Content Management: Let us handle transcription, optimisation, and publishing, so you can focus on what matters.

 

Ready to maximise your event content?

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