Why Content Matters More Than Ever, and How Event Marketers Can Stay Visible in the Age of AI
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By Jon Monk, Head of Performance
If your event isn’t visible online, it’s invisible to your market.
And in 2025, visibility means content, not just any content, but authoritative, optimised, trustworthy material that both Google and AI search engines can recognise, quote, and recommend.
Many event organisers already have this content gold sitting on their servers: hours of recorded speaker sessions, panel debates, and interviews.
The problem? Until those ideas are turned into structured, searchable articles, neither Google nor ChatGPT nor Perplexity will ever know they exist.
Why content is still the foundation of visibility
Search engines and AI tools run on content.
Without high quality written material on your website, there’s nothing for them to analyse, summarise, or display.
As Search Engine Journal put it in their 7 Content Writing Trends for 2025: "At the core of this evolution lies the concept of information gain… Readers want well-researched, credible guidance that breaks new ground from respected authors."
Their research shows that articles written or reviewed by recognised experts consistently outperform generic summaries. In fact, SEJ’s author noted,
“I have witnessed clients’ rankings rise dramatically when I attached well established author names to their blog content.”
Google’s systems actively look for E-E-A-T signals, Experience, Expertise, Authoritativeness, and Trustworthiness. Publishing content from credible industry speakers does exactly that.
The shift: Google + AI now reward structure and authority
Traditional SEO was about keywords and backlinks - in 2025, it’s about clarity, authorship, and information structure.
In How to Write for SEO, Search Engine Land (May 2025) made it crystal clear:
“Your content must deliver fast, scannable, and authoritative answers to perform well across both Google and LLMs.”
They go on to say, “Write to rank. Write to be quoted.”
AI engines like ChatGPT, Perplexity and Google’s AI Overviews don’t just list web pages, they quote and summarise them. If your event content isn’t structured and written so that machines can interpret it, you’re effectively invisible to this new wave of discovery.
The risk of doing nothing
If you rely solely on your event website, exhibitor list, and post event video archive, your reach ends the moment your delegates go home.
Search engines can’t parse hour long videos. AI assistants can’t cite them.
Without written, optimised content, your event may never appear in AI powered search results, even when someone directly asks about a topic your speakers covered.
The result?
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Lost organic traffic
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Lost brand visibility
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Lost exhibitor ROI
As AI search continues to dominate, the events that publish credible, human authored articles will be the ones that surface in the new “answer economy”. Everyone else risks being invisible.
AV to Article: the event marketer’s shortcut to AI-ready visibility
Most organisers agree they should be publishing content, but who has time to transcribe, edit, optimise, and upload every session? That’s where AV to Article comes in.
Built specifically for event marketers, the service transforms your recorded sessions into clear, search optimised articles written to rank, to be quoted, and to build long term authority.
According to the AV to Article brochure:
“Every summary we produce is underpinned by expert keyword research, using real Google search data to ensure your content targets genuine demand, not guesswork.”
Each article is optimised for up to three high impact keywords, includes a speaker biography, and links to relevant sessions to create a connected content network, exactly the structure Google’s systems and LLMs favour.
And because the service also includes three ready-to-post LinkedIn snippets per article, you get a year’s worth of social content to keep your audience engaged between events.
Why it works
AV to Article hits all the visibility levers modern SEO demands:
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Authority: speakers are recognised experts; their names and quotes strengthen E-E-A-T.
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Search structure: articles are built with headings, internal links, and meta data that match Google’s and AI’s indexing systems.
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Consistency: every piece follows a proven event specific format, ensuring Google recognises your site as a credible information source.
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Evergreen value: each session becomes a lasting content asset that drives organic traffic and fuels newsletters, social posts, and email campaigns all year round.
It’s the most efficient way to turn one week of live content into twelve months of ongoing SEO performance.
The opportunity (and the warning)
Search visibility is no longer guaranteed by running a great event. It now depends on what you publish afterwards.
Google’s guidance, Creating Helpful, Reliable, People First Content, reminds us to ask:
“Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?”
If you can answer “yes”, and your sessions prove it, then publishing those insights as articles is the fastest way to signal that expertise.
But if you don’t, competitors who do publish authoritative articles will start owning your industry’s search space. Their sessions will appear in AI answers. Theirs will be the names and events people see, not yours.
Bringing it all together
The logic is simple:
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AI and Google feed on content.
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Authoritative authors build trust.
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Structured articles unlock visibility.
Your event already creates the right material, expert insight, new data, first hand experience. AV to Article simply makes that content discoverable, optimised, and ready for Google and AI search.
In an era when visibility equals viability, the events that publish are the ones that prosper. Everyone else risks being left unseen, by both algorithms and audiences.
Ready to see what your content could do?
Send one of your session recordings to performance@asp.events and the team will create a free sample article.
You’ll see exactly how your expert led sessions can be transformed into SEO ready, AI-friendly content, and how that one step can keep your event visible 365 days a year.