Events and conferences are usually time bound, while organic search is ongoing. You can connect the two by using your Information Center to capture interest before and after events, and by turning event themes into lasting content.

Before the event

• Create articles around the key topics you will cover at the event.
• Optimize those pages for the questions attendees are likely to ask.
• Link to them from event landing pages and email campaigns.

This gives your event audience a deeper place to explore, and those articles continue to work after the event ends.

After the event

• Turn popular sessions or questions into full Information Center articles.
• Embed recordings or slides where appropriate.
• Use these pages as follow up material in outreach and nurturing.

In this way, events feed your Information Center with fresh, relevant ideas, and your Information Center extends the reach of your event investments long after the booths come down.