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Multiplatform Publishing Strategy

Trade Shows or Industry Conferences Are a Great Source of Content

New content for online publishers by covering trade show and conferences

Attendance is down at shows and conferences, making it more important than ever that you cover such events.

New content for online publishers by covering trade show and conferences

Attendance is down at shows and conferences, making it more important than ever that you cover such events.

If your subscribers expect you to cover industry events in your online publication, it is more important than ever to provide the information to your readers.

Attendance has dropped way off for conferences and trade shows since the terrorist attacks of September 11, 2001. Some events have been canceled while others have been converted to webcasts or audio broadcasts.

Given this trend, you may be entertaining thoughts of skipping some events, too. And if you’re staying put, what about your subscribers? They’re probably not going either.

So if your subscribers expect you to cover industry events in your online publication, it’s more important than ever to provide the information to your readers. If you choose not to attend events yourself, try to find someone on location to write an article or post comments to your discussion group.

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Here are a few ways to get the scoop:

  • Ask your own subscribers for help
    Write an article or post to the discussion group, asking for a volunteer to cover the event and report back. You might even offer a subscription extension in exchange.

  • Contact the event’s public relations coordinator
    Every event has someone handling PR. Ask that person for suggestions: perhaps a journalist planning to attend might pick up an extra paying assignment, or the PR coordinator might know someone willing to write for a small fee.

  • Contact an exhibitor or sales rep you’re familiar with
    A small company might be willing to provide some coverage in exchange for the free exposure to your subscribers.

It’s important for the coverage to be as close to “live” as possible. You want a commitment for several posts each day, or a short article for each day of the event. Otherwise, you might as well wait for the major online news services to report and link to their stories.

But if you’re willing to make a few phone calls, you may be able to get coverage for little or no money. Your subscribers will appreciate the information, and value your website even more.

By Peter A. Schaible

Peter has worked with Mequoda's consulting clients to create keyword-rich, search-engine-optimized, rapid conversation landing pages, sales letter landing pages, and other written components of Mequoda System websites.

"If your website can't be found by Google, or isn't ranked highly in Google search results, it virtually doesn't exist," he says.

An experienced direct response advertising copywriter prior to the Internet, Peter was an early convert to the research pioneered by Don Nicholas and the discovery of the Mequoda System. Today, Peter is an enthusiastic evangelist for - and teacher of - the Mequoda System strategies, techniques, tips and tricks that work to increase product sales and profits for online publishers.

For more than 20 years he has been president of SunDance New Media, his own marketing communications consulting firm. Prior to its merger with Mequoda in June 2005, Peter was executive director of the Subscription Website Publishers Association and editor of its website, which published nearly 500 of his articles and interviews.

Read Peter’s posts here.

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