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Welcome to another exciting Future Content blog post, this week sponsored by ‘being in a mad rush’, ‘teetering on the edge of a nervous breakdown’ and numerous expletives.

I should probably explain the madness. We landed a new client last week, had the kick off editorial on Wednesday and it turns out they’re sponsoring an event, happening next week. Events are ripe for juicy content, both before during and after. Ergo, I’ve been flailing about like a blue arse fly trying to organise relevant content to fit around it.

So, as events are on my mind, here are my top content tips for before, during and after a big event whether you’re sponsoring, speaking or sssssss…hosting.


Interviews are a bloody winner. Start well before the event though; 2-3 months should do it. The great thing about interviews is that they tap into your interviewees’ networks (think LinkedIn or Twitter followers) and the event itself. Who to interview? Well, look at the keynote list, tap them up on Twitter. Get in touch with the organiser, see if they’d be up for a chat. Make sure your interview content is relevant to your audience, as opposed to your industry more widely.

Features work well in the weeks leading up to the event. Think ‘10 unmissable things at Badger Jam 2017’ (or whichever event you’re heading to).

If you’re speaking, offering a blog preview of your talk is effective. Give a little snapshot, whet cumulative whistles, tickle their ivories, balance their books. Just do it, ok?

Ride the hashtag train. Events generally start promoting themselves well in advance of the event, normally with a pithy hashtag like #BadgerJam2017isgreat. Get on that train and ride it all the way to the event.


Keep on riding the hashtag train during the event. Take plenty of snaps of the event, of people, of talks. @ the speakers, tag them, hastag the bejeezus out of your posts. Post often. Let people know you’re there.

Live news. Whether posted via Twitter, Instagram or Snapchat, live updates from inside the venue (particularly if it’s new and innovative) will always garner interest from followers.

If you have the time, find a quiet spot to update your blog with on-the-spot blogging. These don’t have to be 1000-word insight pieces, but they do need to be interesting to your audience. Spotted something game-changing? Take a snap, scribble some words and tell people.

Videos are the future. That’s why you’re not actually reading this, you’re visualising it as moving pictures. Whatever. Grab some interesting people and capture some talking heads. If you’re sharing on social, you can do these on your phone, but keep them to a minute or so. If you plan on publishing them professionally (on your blog or YouTube channel) plan ahead – get some pro gear and line up some interviews beforehand – but don’t underestimate the guerilla approach. Aside from interviews, get some time lapse vid of the event, do a daily update yourself, or even live stream.


Speed is of the essence post-event. We would recommend getting these out ASAP. A week later is pushing it. Two weeks? Forget it.

Roundups are the obvious one here. What did you learn from the event, and how can those insights connect with your audience? ‘10 key takeaways…’ is a well worn but effective headline. Or how about a fun piece? 51 Random Things I Learned in Cannes…, for instance.

Edit all that video you took into a visual roundup.

Email market. Whack out a mailer to your mailing list giving them the lowdown on all the juicy goss and insight from the event.

Again, if you’re speaking, publish your talk. If you have a video of it, great. We would always recommend transcribing it too, to maximise all the juicy keywords peppered throughout.

And there we have it, a quick and dirty content strategy for events.

Now, if you’ll excuse me, I’ve got some swearing that needs doing.


Photo credit

Blue Arsed Fly by Davld via Flickr

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I’m the Head of Content for Future Content and the man in charge of words. As a former journalist for a number of publications, from Chat to MailOnline to that’s Shanghai, I have a wealth of editorial experience and a way of making words do good.