Content for Events and Conferences: What Actually Works
The content produced before, during and after an event, from agendas and speaker pages to recaps and recordings.
Dana Whitfield
What is at stake
Events generate a lot of content value that is usually wasted because nothing is planned beyond the day itself.
The playbook
- Plan pre, during and post content together
- Capture quotes and images during sessions
- Publish recordings with transcripts
- Turn sessions into articles and clips
- Keep event pages live for future reference
Where it goes wrong
Avoid:
- Content planning that ends on event day
- Recordings that never get published
- Event pages deleted afterward
- No capture plan during sessions
The numbers behind it
| Measure | Figure |
|---|---|
| Before | agenda and speaker pages drive registrations |
| During | live updates and quotes extend reach |
| After | recordings and recaps serve people who missed it |
| Longevity | session content can serve for months |
Getting outside help
When to hand it over: Bring in help when events anchor a marketing calendar.
Where this comes from
- Google Search Central — Event structured data
- W3C Web Accessibility Initiative — Making Audio and Video Media Accessible
The figures and practices above come from the sources listed.
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Where to go next
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