How to maximise ROI from B2B Conferences

B2B conferences: generating content to maximise ROI

B2B conferences are a fantastic way to connect with colleagues and customers, old and new. But they don’t come cheap. A lot of time, money and stress (!) go into them, so it’s only natural that you’ll want to maximise your return on investment from the conferences you organise. Fortunately, with a little thought and preparation, you can turn your conference into a content marketing machine. Here are some of our favourite ways to generate great conference-inspired content.

1. Video vox pops
Vox pops (vox populi, voice of the people) are informal interviews and a great source of soundbites that you can use on your website. Talk to your customers in coffee breaks or at networking receptions and get their take on the day. They’re really easy to do, too – all you need is a cameraman and an interviewer mingling with the crowd. Don’t forget to ask for permission from the interviewee, though.

2. Promo video
If you’re capturing the talks, atmosphere and highlights from the event, you’ve also got other video options. You could create a short teaser video, inspiring people to attend next year, or a longer summary video so those who couldn’t make it don’t miss out.

3. Blog posts
Every one of your speakers will be talking about a topic relevant to your business – and each session should be viewed as a potential blog post. Sometimes, we’re asked to provide a writer to attend sessions and write them up afterwards. Equally, you could invite each speaker to pen their own post at a later date. It’s a great way to quickly generate a bevy of relevant, topical blog posts that simultaneously position your event as a valuable gathering place for your target market.

4. Live tweeting
Though social posts from a conference have a limited shelf life, they can pay dividends on the day. Create an event hashtag for attendees to use when tweeting about the event before, during and after. Those who can’t make it can also use it to get involved.

5. Surveys
We don’t just mean a satisfaction survey. Asking just a few questions of attendees can give you valuable data about the issues facing your customers, their opinions on current trends or whatever you want to ask them. You can use the data as the basis of an infographic or blog. If you ask enough questions, you could even write a short paper.

Have a plan for your conference-inspired content
However you choose to generate content from your next B2B conference, the most important thing you can do is to plan it well. How will you use each piece? What part will it play in your sales cycle? If you can fit conference-content into your wider content strategy, then you stand to generate some truly impressive ROI from your next event.

Have you held a conference recently? Or are you thinking about holding one? We’d love to hear about your content plans for it. Why not leave a comment, find us on Twitter or drop us a line at LinkedIn?

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