Going to an event and blogging about it is a fantastic way to get new links to your website. A large event in your industry is already going to get a ton of attention from bloggers and other websites. Doing your own blog post about the event is a great way to leverage this attention into more backlinks and making your blog a success.
So how do you actually use event blogging to generate links?
Start by Creating Your Request List
The research phase is the initial and often most important phase. Start by looking for people you can hit up for links later on once your post is complete.
Look for anyone who’s posted about the event, promoted the event, previewed the event or is speaking at the event. Find these posts using Google by typing in the event’s name. Visit the event’s website and look at all the speakers.
If possible, try to get a list of everyone who purchased a booth at the event. These are also people who could potentially link to you.
Look for people who outright copied the event’s description. Just take a line from the description, put it in quotes (“like this”) and punch it in Google. This will bring up all the sites that have copied, scraped or syndicated that event. Put these sites on your list as well.
By the end of the research process, you’ll have a big list of people who’d potentially want to link to you. If this list is extremely small, you might want to reconsider covering the event. You want at least a couple dozen potential link sources before you commit to investing the effort.
Writing the Blog Post
When you’re writing the blog post, you want it to be as comprehensive as possible. You also want to bring something unique to the table that nobody else is bringing. If you’re covering a major event, chances are you’re going to be competing with a dozen other bloggers who’re also covering the event.
To get the backlinks, your coverage must stand out. What makes it stand out?
Coming at the article from a unique angle of analysis is one good way. Having unique photos of the event is another. Even better is if you can come up with video footage that nobody else is posting.
If a certain topic was covered during the event, you could make it a point to prove or disprove it. For example, a lot of bloggers got a lot of traffic by proving or disproving claims and statistics in the presidential debates.
You can create downloadable materials, such as PDF files, slide decks and worksheets for people to download. The materials should be related to whatever the conference was about.
You can also compile your own list of resources and have them all shared on your blog.
These are just some ways you can bring unique value to the table. It doesn’t matter how you do it, what’s important is that you do bring something that nobody else brings to the blogosphere. That’s what’ll get you noticed and that’s what’ll get you linked to.
Get Up, Get Running, Get Promoting
The most important key to success is to get your blog post up and running within 24 to 48 hours of the event’s completion. If possible, try to get it up within 12. Write your post quickly, then hire a proofreader with a quick turnaround time (2 hours or less) to look it over. Then post it up.
Once your post is up, contact each of the people you found in your research process and ask them for a link. Don’t use mass emails – Contact each of them individually.
Reference any experience you had with that person. If it’s a speaker, make a comment about their speech. If it’s someone else who’s covering the event, let them know you read their article. Add a personal touch.
If you’ve really created something valuable, there’s a very good chance other people who were covering the event or other people who have an interest in the event will link to you. Remember: In order for this to work, you need to get in fast while people are still actively creating posts about the event. You want your site up, running and ready to be linked to before people write their own reviews or experiences. Do that and you’ll have dozens of links flowing to your site.