When you or your firm's authors next participate in an industry conference or event (whether speaking, sponsoring, or just attending), leverage the occasion to create new content afterwards!
This is both an efficient use of time and a smart way to stay on topic with the same audience in your networking and marketing activities.
In the ongoing conversation about integrated marketing efforts, it is also a great way to maximize the return of investment in a conference or firm-hosted event. Some examples:
- produce a recap of soundbite insights from panelists (as Mayer Brown's David Burton did here);
- report on industry trends that were the focus of the conference (as two attorneys at Ward and Smith did here);
- write a summary of the entire event, with a title that captures a key takeaway (as David Rabinowitz of Goulston & Storrs has done here);
- don't be shy to report on your own firm-branded and hosted events (as Fenwick & West's Michael Esquivel has done here);
- record a panel discussion - or all sessions - and release as an informative video, or video series (watched by many thousands, this recording of a panel on Opportunity Zones by Buchanan Ingersoll & Rooney attorneys remains one of the most popular pieces of content on the topic).
Along with making the new work available to a wider audience, if you've hosted or sponsored the event and have access to contact information, email your follow-up content directly to attendees. With the programming fresh in their minds, they will appreciate your useful insights.
If you don't already have one, build a list of upcoming events in which you or your team will be participating. Begin strategizing follow-up content. Consider the agenda, panel presentations, concerns that will be on the minds of attendees, and how you can contribute to the conversation. As the above examples illustrate, your contribution can be an easy-to-read recap of insights presented by others at the conference or the addition of your own analysis and commentary, or something in-between.
Go into any event with writing ideas in mind; it'll make all the difference and truly enable you to benefit from the avid, targeted attention surrounding an industry conference!
[This post appeared originally as a JD Supra Tip of the Week, emailed each Thursday morning by VP of client service, Paul Ryplewski. Clients: to receive Paul's tips by email, log into your account dashboard and select Tip of the Week on your Subscriptions page. ]