By Deborah Zak
Association conferences are a goldmine of content just waiting to be mined, crafted, and displayed across all your communication avenues.
During the AM&P 360 breakout session “Extending Conference Content: How to Purposefully Repurpose and Reuse” in June in Washington, D.C., a panel of experts shared some of their methods. Speakers shared strategies for extending specific conference content from the stage and the meeting rooms into formats for reaching even more members, subscribers, and customers.
Sarah Black, managing editor, Pharmaceutical Engineering, International Society of Pharmaceutical Engineering
Black finds educational sessions to be perfect opportunities to reach online learners. She recommends:
Record content and make it available online. This targets those who missed the session because they attended a different session, and those who could not attend the conference. The former could receive the online learning as another benefit of their conference registration, and the latter could pay a fee.
Invite speakers to deliver another session via webinar. Such sessions can be promoted to attendees of the session as a follow-up topic, as well as to those who could not attend.
Offer registration for virtual conference attendees.
develop toolkits from session materials. Toolkits could be a member benefit and also available for purchase online.
Add conference poster presentations to your online resources available for purchase.
Randy Ford, principal and founder of First Story Strategies
Ford shared ways to take the energy of your conference social. For example, using video to capture sidebar interviews with keynotes and other special guest speakers is a phenomenal opportunity at every conference.
Ford says one of his teams hit the jackpot by interviewing Senator Roy Blunt prior to his election as Missouri secretary of state. The video turned into an evergreen source for clips they promoted via social media throughout the following year.
Recording conference audio can also turn into a source of dynamic content. In this case, the content can be collected, edited, and produced into a final podcast. Infographics, newsletter articles, and photographs are some of the other content that can be generated both by association staff and volunteer members.
Kim Howard, president of Write Communications, LLC
When staff coverage is ideal, sending reporting staff to the conference is key, Howard says. If reporting staff already attend the conference, Howard suggests coordinating with meeting staff to plan coverage for key sessions. Inviting speakers to write an article for association publications as a follow-up to their presentation can be another brilliant source.
Howard says that undiscovered content riches may exist with applicants whose presentations were not chosen for the conference. Editorial staff can coordinate with session planners to include an invitation in rejection letters for these applicants to share their ideas through writing a magazine, newsletter, or blog article.
All speakers agreed that conferences should serve as a rich source of content throughout the association’s year.
Deborah Zak is communications and services senior manager at National Association of Boards of Pharmacy (NABP). Association Media & Publishing thanks Deborah for her stellar job covering this session from the AM&P Annual Meeting for our members who were unable to attend.