• Event: International Confex 2025
• Date: 27th February 2025
• By: Jon Monk
• Topics Covered: SEO for Events, Content Repurposing, Digital Strategy
• Estimated Read Time: 8–10 minutes

 

Jon's session at International Confex 2025 focused on how event organisers can leverage their existing content to drive organic traffic, generate leads, and maintain audience engagement beyond the event itself.

By repurposing conference sessions, keynote speeches, and discussions into SEO-optimised content, organisers can transform their event websites into long-term digital assets.

This approach helps reduce post-event traffic drop-offs and keeping websites ranking year-round.

 

As an expert in SEO, content marketing, and digital strategy, Jon shed light on how event websites can leverage their existing content to drive organic traffic, generate leads, and maintain audience engagement all year round—not just during the event buzz.

A well-executed event content marketing strategy ensures that the insights and discussions from your event continue to provide value long after the show ends.

Typically, event websites experience a huge spike in traffic before the event, followed by a steep decline post-event.

However, by strategically repurposing conference sessions, keynote speeches, and discussions, event organisers can extend the life of their content, improve their SEO rankings, and continuously attract visitors.

 

Jon began by addressing a common issue: Event websites rarely optimise their digital presence for organic search, despite being uniquely positioned to perform well in SEO.

Unlike other industries, event websites naturally have:

✅ High-quality expert content from speakers and panelists.

✅ Strong industry authority, with backlinks from trusted sources.

✅ An engaged audience actively searching for event-related information.

Yet, many event websites fail to leverage these built-in advantages, leading to wasted potential. Instead of letting website traffic drop off post-event, organisers can turn their website into a thriving lead-generation machine by implementing SEO for events strategies.

 

One of the most effective ways to maintain consistent website traffic throughout the year is to deploy a content repurposing strategy, transforming event materials into different formats. Jon highlighted the following steps to maximise content impact:

1. Record and Transcribe Sessions

In 1885, Hermann Ebbinghaus researched memory retention and developed The Forgetting Curve, which found that 50% of new information is forgotten within an hour, 70% within a day and 90% within a week.

Given audience retention challenges, Jon emphasised that recording and transcribing sessions is critical.

This raw content can be transformed into high-value blog posts, interviews, or whitepapers, ensuring key industry insights remain available long after the event.

 

2. Publish High-Value Blog Posts

By converting transcripts into blog posts, event organisers can create evergreen content that:

• Boosts SEO for events by targeting relevant event-related search queries.

• Engages those who missed the session.

• Encourages backlinks and social shares, further increasing website authority.

 

Each blog post can be optimised with keyword research, helping drive new visitors from search engines. A strong event content marketing plan ensures that blog content continuously attracts traffic and generates new leads.

 

3. Share Across Multiple Digital Channels

Publishing content is just the first step. To amplify reach, Jon advised reformatting blog posts for distribution across:

📢 Social Media: Share key insights via LinkedIn, Twitter, and Instagram.

📩 Email Marketing: Highlight session takeaways in attendee newsletters.

🌐 Speaker and Partner Websites: Leverage industry connections for more visibility.

By repurposing content for multiple touchpoints, event organisers can maximise audience engagement without creating new material from scratch.

A strong content repurposing strategy increases the reach of each piece of content, ensuring it continues to provide value.

 

4. Use Speaker Authority to Improve Website Credibility

Many events host high-profile industry experts. However, instead of deleting speaker pages post-event, keeping them live maintains industry relevance and can drive long-term traffic through SEO for events strategies.

Speaker profiles can rank exceptionally well on Google (especially if they are well written and not just a copy and paste from another web page) , sometimes outperforming their LinkedIn profiles. Retaining these pages ensures people searching for these experts land on your event site—even months or years later.

 

Jon explained that the biggest SEO mistake event websites make is allowing content to disappear after the event. Instead, the key is to treat the event website as a long-term digital asset rather than a temporary brochure site.

 

The Long-Term Benefits of an SEO-Driven Event Website

✅ Rank for industry-relevant search terms to attract new visitors year-round.

✅ Transform your site into an authoritative industry hub.

✅ Increase backlinks and engagement as speakers and exhibitors share your content.

✅ Reduce dependency on paid ads by leveraging organic search traffic.

 

🔍 Google evaluates websites based on:

🔹 Expertise – Publishing speaker sessions showcases industry experts.

🔹 Experience – Content from real-world events signals authenticity.

🔹 Authority – Regular expert-driven content builds credibility.

🔹 Trust – Well-structured, high-quality content strengthens trust with users and search engines.

✅ By recording, transcribing, optimising, and publishing expert-led content, you align perfectly with Google’s E-E-A-T signals, increasing your chances of ranking well for industry-relevant searches.

 

• Your event content is too valuable to be forgotten.
• Publishing speaker sessions extends your event’s impact beyond the day itself.
• Google rewards expert-led, optimised content with long-term traffic.
•  If you don’t publish and optimise, your event website will suffer post-event traffic drops.
• By consistently creating SEO-driven content, you transform your website into a 365-day traffic and lead generation engine.

 

🚀 It’s time to stop letting valuable event content disappear.

💡 Start turning your speaker sessions into evergreen, high-performing content today!

 

1️⃣ Get a Recording – Ensure your session is recorded (audio or video).

2️⃣ Transcribe Using a Third-Party App – Tools like Otter.ai or Rev make this process easy.

3️⃣ Identify Key Topics & Do Keyword Research – Use Google Keyword Planner or a similar tool to find high-search-volume, achievable keywords relevant to your session. This is a key step - if you do not find, then optiimse for keywords with search volume, the impact of this whole process is greatly reduced.

4️⃣ Generate an Article Using ChatGPT – Provide detailed, well-structured instructions to transform the transcript into an engaging, SEO-optimised article. Remember - you must SEO optimise your article using the chosen keyword in your meta title, URL, H1 heading, and strategically within your article - if you do not do this, the search engine performance will be reduced.

5️⃣ Quality Check the Article – Ensure it reads well, maintains factual accuracy, and aligns with your brand voice.

6️⃣ Upload to Your Website with Suitable Images – Optimise images, use proper formatting, and ensure a smooth reading experience.

📌 Event organisers can follow this process themselves, but ASP has developed a seamless, efficient workflow to handle this for you. Our 'AV to Article' service transforms your recorded sessions into polished, optimised, and published content.

From just £29 per article - let us take the hassle away and handle this for you!

 

Don’t have time to repurpose all your event content? Let us do it for you!

Our AV to Article service takes your recorded conference sessions and transforms them into SEO-optimised blog posts, summaries, and evergreen content—so you don’t have to.

🎯 Boost your event website’s traffic
📈 Keep attendees engaged all year round
🔍 Improve SEO rankings with expert-driven content

 

• See our AV To Article page.