Last week I was at the Chartered Institute of Personnel and Development’s Learning and Development Show. It was a big event held over two days in London’s Olympia. Part exhibition and part conference, the event delivered a lot of content. That’s fine if you were there and if you were following it via the event hashtag via Twitter.
If you were not then you may well have missed the event apart from reviews in the trade media and from commentators and bloggers. This is what tends to happen for many events. Most focus is on the event itself. There might be a hashtag so there might be some tweets from the event plus some images too but that’s about it.
With a content plan for your event you can create a longer lasting experience. How? In a number of ways:
- Plan your content output. For the L&D Show, the CIPD created a blog squad, a group of industry experts, to create content from the event they attended. This is planned in advance so all sessions are covered
- Provide good, free wi-fi
- Encourage the capturing and sharing of content. Use Twitter to share and encourage delegates to create and share their own content. At the L&D Show delegates used a range of channels to do this including Twitter, LinkedIn, Periscope, Instagram and blog posts
- Ask speakers to share their slides on Slideshare
- Curate what comes out of the event. There were three examples of this from the L&D Show – a Storify capturing tweets, images and links produced by Ian Pettigrew, a curated blog post featuring links to the work of the blog squad and other content by Jonathan Marshall, a collection of session sketches from Rachel Burnham and an aggregation of all the output from the content using a tool called Eventifier created by Con Sotidis.
This content provides a range of benefits:
- Helps pre-event marketing – your blog squad will promote the event
- Provides recognition for the producers – they have something to share in their networks and add to their profile
- Has search value so can bring web traffic to you
- Provides you with great content for post-event communication
- Provides rich, authentic content to market future events
- As event organiser, builds your authority and credibility in the market
- Positions you as a connector – sharing ideas helps connect people with other people and people to ther ideas
- Builds your audience well beyond the delegates who attended the event
- Helps make sense of conference talks – the blog squad can help interpret more abstract ideas and ground them in practice
No matter the size of your event you can capture content from it and at low cost – delegates have phones that capture video, audio, images and text. Just by inviting people to share and sharing slides is a great start. The thing to remember is to plan content for after the event whilst planning for the event itself.
Here are the six videos Mike Morrison and I produced from the event.