Does your marketing strategy include conference speakers, sales presentations and webinars? These events can also be go-to sources for blog post ideas. Read on to learn five ways to repurpose content from events to fill your blog’s editorial calendar.
1. Choose Topics Based on Conference Sessions
Show organizers do their research and know what will interest their target audience. Take advantage of their hard work. If a topic is on a conference agenda, it’s on the minds of people in your industry.
Study the agenda and session tracks to get a sense of trending user problems and concerns. Conference keynotes and sessions highlight trending topics in your market that you can cover in your blog. You’ll also get ideas for keywords to use in your writing. If you work in content marketing, take a look at this list of conferences to start exploring sessions and speakers.
2. Repurpose Your Speaker Presentations
If your company has a presenter scheduled at a conference, collaborate with them to write blog post before and after the event. It can be a win-win for both of you. You’ll create awareness for the speaker, and you’ll save time on content by tapping into the presentation as your source material. For a complete guide to repurposing content, see Curata’s Content Marketing Pyramid framework.
For this specific scenario, consider creating a pre-event blog post to talk about why the presentation or panel is relevant, but don’t give away all the presenter’s ideas. Frame the pre-event blog towards questions the speaker will answer to encourage readers to attend the session. Link to the speaker bio and abstract on the show site. Post-show, position your speaker as a thought leader. Because the speakers just presented on this topic at a conference, they will already have a sense of authority on the topic. Also consider posting a version of the speaker’s presentation on SlideShare and make that the call to action for your blog.
Curata has posted several SlideShares after various events, such as this presentation from their October 2014 Content Marketing Forum, which has received 41,866 views and 22 downloads.
3. Leverage Webinar Content
Does your company produce webinars? Here’s an opportunity similar to conference sessions. Write posts based on your webinar content, with pre- and post-event blogs following the same guidelines suggested for conference presenters. This helps gets more mileage from the event and more thought leadership for you. For pre-event posts, webinar registration is a desirable call-to-action. Post-event, have readers register for an on-demand view of the webinar.
4. Make the Most out of PowerPoint Presentations
If your sales, product and executive teams make presentations in internal meetings, customer meetings, or analyst briefings, you’ve got another source of blog ideas and reusable content. Turn presentations into thought leadership, but keep it neutral. Instead of focusing the content on your product or service, stray from egocentric marketing by creating a set of best practices or tip to follow to excel in your industry.
If the presentation has a strong talk track, cut and paste content from the script to save time building your blog. You might find some suitable images within these presentations as well. (Take a look at this guide to crowdsourcingcontent across your organization for more tips)
5. Learn from Your Customers
Does your company host customer councils or user conferences? Feedback from these events reveals what’s going on in customers’ minds and what they want to know more about. Ask your colleagues who run the councils for transcripts of the meetings. Or better yet, sit in on these meetings to receive real-time insight.
Did the council agenda and speakers generate any “aha” moments for attendees? Anything that catches people’s attention is a strong candidate for a blog post, because it could have the same impact on a broader audience.
Blogging and events have a mutually beneficial relationship. Each can strengthen and amplify the other. These days, that’s what marketing is all about – an integrated web of connections and content, all leading to useful information that helps readers and customers find answers they need.
To learn more ways to fill your editorial calendar with content, download Curata’s eBook, How to Feed the Content Beast (Without Getting Eaten Alive).
Originally published on: Content Marketing Forum
Want more ideas for creating original content? Read Carro’s guest post on the Content Marketing Forum.
Hey there, pretty customer. Do you mind if I come a little closer? I really want a one-to-one engagement with you, personalized to your specific needs. I know I can delight you with my touches on your buyer’s journey.
Customer satisfaction is my number one priority, and I have a laser focus when it comes to you. I’m passionate about you. Some might even say I’m obsessed. I want to nurture our relationship and find true customer intimacy and account stickiness. Maybe we can get engaged.
Stop. Just stop. Isn’t this just a little weird?
Who wants to strike up a business relationship with a company that sounds on the verge of stalking you?
When marketers talk about customers like this, I cringe. It reminds me of political candidates that wave their family values and patriotism as if that automatically makes them the best choice. We all have values and love our country, but we don’t have to go all sanctimonious about it. I would expect candidates to have values and principles (delusional on my part, I know,) and I would also hope we are marketers who care about customers. Let’s just don’t make it more than it is.
So what’s my point? Taken individually, some of these expressions aren’t objectionable, but as a lexicon, it comes across as insincere and ingratiating. Let’s drop this fawning marketing vocabulary. Don’t use these unctuous claims to describe how much you care about customers. Of course you care. Just be the marketing you want to see in the world. Let your actions speak for you. That’s what customers notice. They aren’t going to choose one business over another because you say you will delight them. Let’s just do good marketing and leave the stalky talk out of it.