Looking for quick wins? Scroll to the bottom for a complete action plan with all the practical takeaways from the discussion.

---

The closing of an event doesn't have to signal the end of audience engagement. That was the central message our panel delivered at this year's EN Indy Expo & Awards, held on Friday 17th October 2025 at the Business Design Centre.

As part of a day dedicated to celebrating the creativity and innovation within the independent exhibition sector, I had the privilege of hosting a panel discussion titled "Beyond the Event: Building Year-Round Communities Through Strategic Digital Marketing." Joining me on stage were Tom McMahon, CEO at MCM, and Georgie Sloggett, Marketing Director at Montgomery Group.

Our conversation centred on a critical challenge facing event organisers today: how to maintain momentum and connection with audiences during the months between shows.

Rather than letting your digital presence go quiet, strategic event marketing can transform a single-day experience into a thriving 365-day community.

Creating Content with Lasting Impact

The traditional approach to event marketing treats the show itself as the finale. Tom challenged this thinking head-on.

"Think of the event as the start of a content series, not the climax," he explained during our discussion.

His advice? Stop pouring budget into paid campaigns during off-peak periods where they deliver minimal return. Instead, invest your energy into capturing organic content whilst you're actually at the event.

"Film while you're there. Capture exhibitor clips, visitor quotes, b-roll, and short interviews. That footage can fuel your social media for the next twelve months."

Georgie emphasised that audiences are looking for substance, not just sales pitches. "Some organisers fall into the trap of only selling. But your audience wants to learn, to connect, to be inspired. Mix sales messages with genuine insight and trends."

From my perspective as Head of Performance at ASP, there's another crucial element: ensuring your content lives beyond social media channels.

"When sessions are recorded and published online, they continue to work for you. They build SEO value, attract new visitors, and create a long-term resource your audience can revisit."

This approach to event marketing transforms fleeting moments into evergreen assets that compound in value over time.

Building Communities, Not Just Audiences

There's a fundamental difference between broadcasting to an audience and cultivating a community. Georgie made this distinction beautifully clear.

"Community is reciprocal," she said. "It's not a one-way spreadsheet of outbound messages - it's real people sharing needs, feedback, and ideas."

She shared how Montgomery Group's Members Club brings senior hospitality professionals together both online and offline throughout the year.

"We're even trialling WhatsApp groups. When people start chatting without us prompting, that's when you know it's working."

Tom reinforced this with examples from MCM's client portfolio, highlighting how platform choice matters.

"WhatsApp performs brilliantly in Africa, while LinkedIn groups thrive elsewhere. The key is to meet your audience where they already are."

For me, community building and content strategy are deeply interconnected.

"If your session recordings, highlights and blog posts are live all year, you can reuse them as warm-up material for your next event. It's not just noise – it's continuity."

Maintaining Visibility 

One concern we hear repeatedly from event organisers is the pressure to constantly produce content. Tom offered a reassuring perspective.

"Even two quality social posts a week can keep you visible," he advised. "The danger is silence, not imperfection."

He also highlighted how AI tools are democratising capabilities that once required significant investment.

"You can now use ChatGPT for social listening – ask what your audience is saying about your brand, and get five actions to re-engage them. That used to cost thousands."

Georgie stressed the importance of maintaining regular contact points with your community.

"Follow up after the show with short highlight videos, exhibitor quotes, or even a quick webinar. Those small moments keep sponsors warm and the audience talking."

From a digital event marketing standpoint, I emphasised the role of your website as the foundation.

"So many event sites 'die' between shows. Keep articles, videos, and interviews live. That content bridges the gap between campaigns and strengthens your SEO."

Authenticity - The Power of Genuine Connection

Perhaps our most unanimous agreement was around authenticity. Polished, corporate content consistently underperforms compared to real, human moments.

Tom captured this perfectly: "Get exhibitors on camera saying, 'We've exhibited before and this year's event has been ten times better.' That 20-second clip is gold – use it five times across five months."

Georgie focused on the emotional resonance that drives sharing and recall.

"When you capture emotion – excitement, success, connection – it spreads. People remember how your event felt."

I reminded organisers about the technical side of content accessibility.

"Everything from Google to ChatGPT runs on words. If your videos aren't also transcribed and published as articles, AI and search engines can't find them. Don't leave value on the cutting-room floor."

From Campaign Thinking to Ecosystem Building

The overarching theme of our session was clear: successful year-round engagement requires thinking beyond individual campaigns and towards building complete ecosystems.

This means:

• Producing content that centres on human stories and genuine value
• Keeping your digital properties active and updated between event cycles
• Creating spaces where community members can genuinely connect
• Capturing next year's content library whilst you're on site at this year's event
• Leveraging AI and automation to work smarter, not harder

Georgie's closing thought perfectly encapsulated the shift in mindset required.

That's what modern event marketing is really about: not generating noise for noise's sake, but building meaningful connections that endure far beyond the final day of the show.

Content Creation:

• Capture exhibitor clips, visitor quotes, b-roll, and short interviews whilst on site at your event
• Record and publish session content online to build SEO value and create lasting resources
• Transcribe videos into articles so search engines and AI tools can discover your content
• Mix sales messages with genuine insights, trends, and educational content
• Reuse key clips multiple times across different months (one great 20-second testimonial = five months of content)

Community Building:

• Choose platforms where your audience already spends time (WhatsApp, LinkedIn groups, etc.)
• Create spaces for reciprocal conversation, not just one-way broadcasting
• Trial different formats (online groups, offline meetups, member clubs)
• Let conversations happen organically without constant prompting

Consistency & Efficiency:

• Maintain visibility with just two quality social posts per week
• Follow up after events with short highlight videos, quotes, or quick webinars
• Keep your website active between shows with articles, videos, and interviews
• Use AI tools like ChatGPT for social listening and engagement strategies
• Plan next year's content while you're on site at this year's event

Authenticity:

• Prioritise real, human moments over polished corporate content
• Capture emotion – excitement, success, and connection
• Get genuine testimonials on camera during the event
• Focus on imperfect but authentic content rather than maintaining silence

Strategic Thinking:

• Treat your event as the start of a content series, not the climax
• Avoid costly paid campaigns during off-peak periods
• Build digital ecosystems that connect email, social, and your website
• Use content as warm-up material for your next event cycle
• Listen to your audience to learn how to genuinely help them

Ready to extend your event's impact beyond the show floor?

This content was developed using ASP's AV-to-Article Service – a solution that transforms live sessions into SEO-optimised, publish-ready content designed to keep your event visible and valuable throughout the entire year.

Get in touch with Jon at jon.monk@asp.events to discover how we can help you turn your event recordings into high-value digital content that drives year-round engagement.