Q&A with Jon Monk, Head of Search Performance, ASP

Ahead of his talk, “Beyond the Event: Using show content to make your website a 365 lead machine,” at International Confex, we spoke with Jon Monk, Head of Search Performance at ASP, about maximising event website potential.

 

Your talk title, “Beyond the Event,” highlights a common challenge. Many event websites experience a significant drop in traffic after the event concludes. What is the core problem you observe?

The post-event slump is a classic problem. Too many event websites are built for a single moment in time – the event itself. They’re not designed to be valuable, evergreen resources. Think of all that amazing content – speaker bios, session details, exhibitor info – it just vanishes! It’s akin to throwing money away. We need to shift from a “one and done” mentality to a “content that keeps on giving” approach.

How can event organisers address this and transform their websites into “365 lead machines,” as your talk suggests?

It’s about repurposing and optimising all that great event content. Think of it like this: your event is a goldmine of information. We need to refine that gold. Turn session summaries into blog posts, speaker insights into articles, exhibitor details into industry directories. Suddenly, you have a content library that attracts visitors year-round, not just in the weeks leading up to the show.

Could you provide specific examples of how event organisers can repurpose their content?

Consider a conference on sustainable packaging. Speaker presentations could be transformed into downloadable white papers, concise videos highlighting key takeaways could be created, and blog posts exploring relevant industry trends could be published. A dedicated resource hub on the website, offering valuable information, could also be established, attracting a targeted audience interested in sustainable packaging. This not only drives traffic to your site but also positions you as a thought leader in the field.

You mentioned optimising content for search engines. How critical is SEO in this process?

SEO is absolutely crucial. Without it, your valuable content is effectively invisible to potential visitors. We must ensure the website is technically sound, the content is optimised for relevant keywords, and high-quality backlinks are being built from other reputable websites. This is where ASP’s expertise is invaluable. We assist event organisers in optimising their websites and content to achieve higher rankings in search results, ensuring their message reaches the broadest possible audience.

What are some common SEO errors that event organisers make?

A frequent mistake is neglecting keyword research. Many organisers focus on keywords directly related to the event name, but they often overlook broader industry terms that potential attendees might be using in their searches. Another error is creating thin content – short, uninformative pages that do not provide genuine value to users. Finally, many websites lack a clear call to action, making it challenging for visitors to engage or convert into leads.

Your biography mentions your experience with Conversion Rate Optimisation (CRO). What role does CRO play in creating a “365 lead machine”?

CRO is critical for converting website visitors into leads. It involves analysing user behaviour and implementing changes to the website to improve conversion rates. This could include optimising landing pages, simplifying forms, or incorporating clear calls to action. The objective is to make it as seamless as possible for visitors to take the desired action, whether it is downloading a white paper, subscribing to a newsletter, or requesting further information.

What key takeaways do you hope attendees will gain from your session at Confex?

I want attendees to leave with a clear understanding of how to transform their event website from a temporary promotional tool into a year-round lead generation engine. I will be sharing practical strategies and actionable advice that they can implement immediately to maximise the value of their event content and generate lasting results for their organisations. I want them to recognise the potential of their website as a powerful asset, not only for promoting the next event, but also for building a thriving community and generating leads throughout the year.

Jon’s session, “Beyond the Event: Using show content to make your website a 365 lead machine”, takes place from 10:40 – 11:10 on Thursday 27th February, at the Marketing & Experiential Theatre.