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Tips on securing a speaking role: A Content Marketing Case Study

Being appointed by current thought leaders and experts in your industry to take the stage at an industry conference is a pretty big deal and shows that you’re considered worthy enough to share your insights with a group of industry delegates who have paid good money to attend the conference.

Content for Speaking rolesBut how do you land that speaking gig? There are plenty of ways of doing so, and contacting the event organisers directly is your first step, but if they don’t know who you are, or you’re pitching a topic slightly left of field, they will want to know more about you, but more importantly, they will want to know you know what you’re talking about.

From Google obscurity to BTAS 2015

S.E. Rentals was my first client when I began Inlumino Communications. The MD, Steve Sykes, was about to head to his first ITEX conference in the USA and felt he was on the cusp of a revolution in the business technology finance industry. I came on board and set up a content program and started managing his social platforms. Over two and a half years, Steve and his team have generated great content that is based on honest insight, an easy going online personality, and a willingness to share their direction which many others might have shied away from due to potentially “giving the game away.”

Speaking at an industry conference was a goal of Steve’s and this came to fruition this week when he took the stage at the Business Technology and Services (BTAS) Conference in Sydney. It didn’t happen overnight, but since 2013, Steve has demonstrated that he knows his stuff – a fact that the conference organisers obviously considered  as well before asking Steve to join the panel as one of only a few local Australian speakers.

Now I’m not claiming Content Marketing was THE reason Steve got the role – he’s been in the industry for 30 years, knows the big players, has work flowing in, and is in regular touch with the international market. However his blog generates a lot of visibility for S.E. Rentals and supported his pitch to the BTAS organisers that he knows his stuff.

 Tips for landing that speaking role:

  • Get Found – make sure your PR, content, social platforms, SEO etc are working together to make it easy for you to be found online.
  • Walk the Talk – Be able to demonstrate that you know what you’re talking about.
  • Brand you – have bios, headshots, Linkedin Profiles ready to go for the conference to feature you.

Once you have got the gig: New Content

The best thing about a speaking opportunity is the ability to create new content that you can share immediately after your sessions (subject to the conference’s guidelines of course) that will further establish you as an authority in your industry.

  • Share your presentation on a platform like SlideShare
  • Upload video of your presentation to YouTube
  • Follow the relevant hashtag and share gems on social media before during and after your presentation

All of these will do your content , your personal brand and your business, wonders!



Inlumino Communications is a PR, content marketing, and Social Media consultancy servicing SME clients from a variety of industries.