After months of planning and preparation — and an insanely stressful event day — the last thing you want to think about is more work. But there are lots of great reasons to take the time to put together post-event content (after you’ve had a hard-earned cocktail, of course).

A well-crafted post-event blog post can:

  • Drive traffic to your website
  • Provide ready-made content for your next email newsletter
  • Serve as great marketing material for future events
  • Inspire non-attendees to come next to the next one

So how do you write a great post-event blog — without a ton of effort? Don’t worry, it’s not hard if you follow some simple rules. Let’s start with a big no-no:

1. Don’t be a stenographer

An event recap doesn’t have to be a play-by-play account of the day’s events. In fact, that’s the worst way to do it.

Focus your post on one big insight, a provocative idea, or a quote from the event that you can’t get out of your head. Or, if the event left your mind full of ideas, try a “5 Great Ideas From…” format. Don’t just repeat — add to the discussion.

2. Don’t put it off

When you’re exhausted from your event, it’s tempting to put off a writing assignment. But for the best results, get to your keyboard the night of the event or the morning after, when the excitement and insights are fresh in your head. The things you overheard and learned at your event will practically spill out onto the page. The post will be more entertaining and accurate — and it will be more fun to write.

If writing the post in its entirely feels overwhelming, start with an outline of your biggest takeaways (the sooner, the better).

3. Use Slideshare

Embed Slideshare presentations on your site so people don’t have to be told about the presentation, they can see it themselves. The best part? These will show up when people search online for years to come, driving traffic and awareness of your brand.

4. Create a photo gallery

The best way to convey the energy and excitement of your event is with rich imagery. Embed a slideshow of photos from the event on your blog, and be smart with your captions. Rather than writing exactly what’s in the photos, use a quote from one of the people in the image, reference a presentation they gave, or a point to a guest post they wrote for your site. Use captions to add interest to your photos instead of just describing what the viewer is looking at.


5. Be a contrarian

A lot of events can start to feel the same. A well-known speaker spits out her favorite one-liners along with the latest buzzword, and the next day everyone is posting, tweeting, and reporting back to their bosses with the same line.

Stick out by challenging the ideas everyone is buzzing about. It doesn’t have to come from you — maybe there’s an attendee you can quote who came at the problem from a different viewpoint. Nothing drives traffic like an argument  cordial discussion of differing viewpoints.

6. List the speakers, sponsors, and attendees

Why list these people and companies after the event? Your attendees will love having an easy list to reference when following up with leads or other contacts. Your sponsors will appreciate the love and credit, and it’s a great resource for the next time you host the event, since you can add a “see who you missed last time” link in your promotion.

Better yet, some of your lesser-known presenters may be headliners down the road, so they might be better salespeople for your event than you think!

Try incorporating  just a couple of these tips into your next post-event blog and see what it does for your website traffic.

Want more tips on writing great content that helps you sell out your events? Check out “The Ultimate Guide to Copywriting for Events.”

This post came from Andy Crestodina, the Strategic Director of Orbit Media, a web design company in Chicago. You can find Andy on Google+ and Twitter.


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