Hey good folks and happy Thursday! Hope you’re all having a great, short week. It is K:BOS time in Boston, and we’re producing everything we’ve got to bring it to life online.

Some thoughts on event content marketing below.

Events are a pain. I haven’t met a single event marketer, or anyone involved in putting one on, who has genuinely enjoyed the experience. But the high of seeing it all come together, and producing something high-caliber is bar-none.

This is especially true for content marketers, I think. So much of our work is digital-only. It is rare that we get a chance to physically see the fruit of our labor. It’s why so many of us get so excited about printing some of our content.

Events are a place where our content can really come to life. From keynote speakers to panels, company events house so much amazing content. Here’s how we’ve been thinking about it:

• YouTube videos galore: YouTube is still the world’s second largest search engine, and it is used quite heavily by both Google (the world’s 1st largest search engine) AIO and the LLMs for citations. The more videos, the better.

• Recaps: From award winners to the keynote recap to recapping the entire event, these assets help those who didn’t go feel the FOMO, those who did remember the key points, and serve as great internal enablement.

• Thought leadership: We’ve got writers in every thought leadership session at the event. Their goal is to write a blog like they are a journalist, quoting the speaker and their argument to make for a fun read. These will go live the week after the event, and are great for additional promo and FOMO (got to start getting people signed up for 2027!), and internal enablement. Oh, and SEO, too, while we’re at it.

This doesn’t include all of the social media marketing being done, interviews for case studies, webinar content, guest post pitching, product launches, oh my!

In a content era where it sometimes feels like the fastest, most short-cut way to a goal is the best, events remind you that isn’t the case. Sometimes, maybe even often, a lot of upfront effort over a series of months leading up to a single point in time is what can get you the biggest bang for your buck.

Plus, it’s fun to celebrate once you’ve pulled it off.

Have a great week!

A NOTE ON THIS ADVICE

You do you!

One content marketer’s best practices aren’t always right for another one, though I do try to distill out the main concepts and core practices I believe everyone can benefit from. That said, you must use good judgment when deciding whether to take advice given from folks on the internet. I am an expert, and this advice comes from my direct experience, but I am not smarter than you, and I have nothing to gain or lose because of what you do.

THINGS KEEPING ME CONTENT

• What I’m reading: I’m still slowly getting through Yesteryear, but am finally at a part where some action is happening! I’ve also been pretty deep on Substack, reading poetry and little essays. I love it.

• What I’m eating: My wife got a full time job and her stay-at-home mom era is coming to an end. It’s sad. It’s exciting! I made her favorite garlic shrimp spaghetti to celebrate and tell the kids last night. Except, I ran out of spaghetti and had to use a different noodle. It was still good, but feedback is that the spaghetti is better. Noted!

• What I’m wearing: I’m in a bit of a jeans kick this week. My brain wants it to feel like fall, but alas, it is still 95 degrees out.

Thank you so much for reading. Let me know what you think by replying to this email.

Very excited to be here with y’all. 

Tracey