With the right approach, one event can fuel months of engagement, professional development, and value for association members.
Your annual conference is the highlight of your association's calendar. Energy skyrockets, members network, and valuable knowledge is shared. What happens when everyone goes home, though?
Without a solid strategy, the momentum fades, and all that valuable information sharing is shelved until next year.
For association leaders focused on learning and development, the conference should actually be the starting point for a year-round engagement strategy! By repurposing your event content, you can boost member engagement and create lasting learning opportunities that influence your industry. Let's learn how.
1. Launch an On-Demand Conference Library
Your conference likely produces a lot of valuable content. A direct way to extend the life of that information is to offer it on demand. Not every member can attend every breakout session, and even those who did attend may want to review the material.
Create a dedicated library for recorded content, including:
This central hub enables members to find exactly what they want, when they want it. The best way to create one is to implement a learning management system (LMS), which makes it easy to upload and organize content while also tracking members' engagement with your content.
2. Create Conference-Based Learning Paths
Consider curating content into structured educational pathways. A learning path guides your members through a logical sequence built around a specific topic, turning a single conference topic into a meaningful part of their ongoing member journey.
For example, an association for medical professionals might offer an Advanced Telehealth Practitioner path for attendees who want to deepen their expertise, building on a popular conference session about new technology. It might include:
This is where a more advanced LMS stands out, as not all platforms offer robust learning path capabilities. This feature helps you sequence content and guide learners from one session to the next. TopClass highlights that some solutions even allow you to add short quizzes to test knowledge and reinforce key takeaways.
Consider offering credentials or digital badges to those who complete the learning path and pass the assessment. They should be able to log into your learning center to track their progress and find their awarded certifications.
This gamifies the learning process and gives them a shareable reward for their post-conference learning efforts.
3. Fill Knowledge Gaps with Microlearning Opportunities
Microlearning is the practice of delivering content in small, targeted segments. Think of it as bite-sized content (like short videos or digital flashcards) that teaches a single learning objective. This format is ideal for post-conference learning because it allows members to get answers quickly without committing to another session.
For inspiration, survey your attendees immediately after the event. Ask them what topics they wish were covered in more detail or what new questions they have after attending specific sessions. Then, use this feedback to create new, targeted microlearning modules that support professional development.
Short-form content pieces can help fill specific knowledge gaps among multiple members. This approach empowers you to respond to your members' educational needs and shows you're listening.
4. Host 'Encore' Webinars
Some conference topics will generate more buzz than others. Identify your most popular or highest-rated sessions and invite those speakers back for a live "encore" webinar a few weeks or months after the conference.
Following up with another webinar gives members the opportunity to ask any questions that have come up since attending the live session or watching it on demand. It offers a fresh touchpoint, reminding members of the value your association provides.
Getting Started
Your annual conference generates a wealth of information. Letting it gather dust is a missed opportunity. By applying these strategies, you can transform a single event into lasting educational resources that provide ongoing value to members.
As you plan your next conference, start evaluating whether your learning platform can support an on-demand library, structured learning paths, and any other opportunities you want to provide. Planning for post-conference learning now will ensure you can capitalize on the momentum right after your event wraps up.
