--- title: "Report: More Associations Repurposing Conference Content" id: "41493" type: "post" slug: "report-more-associations-repurposing-conference-content" published_at: "2018-02-09T22:03:21+00:00" modified_at: "2026-11-09T16:06:48+00:00" url: "https://associationsnow.com/2018/02/09/report-more-associations-repurposing-conference-content/" markdown_url: "https://associationsnow.com/2018/02/09/report-more-associations-repurposing-conference-content.md" excerpt: "The latest version of Omnipress’ State of the Conference Industry Report finds that many association pros are taking seriously the value of repurposing content from events throughout the year. The challenge? Ensuring that it’s easy to manage." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "conference content" - "content reuse" - "Marketing" - "Meetings" - "Mid-Level Professional" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "Director" - "Manager" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Report: More Associations Repurposing Conference Content All the great content you create for your events can potentially have a shelf life long beyond the conference—if you know how to properly reuse it. [A new report from Omnipress, 2018 State of the Conference Industry (opens in a new tab)](http://www2.omnipress.com/2018-Report) [registration], makes the case that many associations are building out their “content ecosystems” so that content goes further. In a survey of 143 association professionals, 62 percent said they reused content, an increase from 55 percent in the 2017 report. Most of the time, repurposing goes toward promotion of future events (41 percent), learning reinforcement (30 percent), or content marketing (30 percent). Nineteen percent of respondents said they used the content to drive revenue. “We are seeing that more associations have figured out how to break down internal silos and build a more effective content ecosystem that will benefit the entire organization,” OmniPress General Manager Jonny Popp [said in a news release (opens in a new tab)](http://markets.businessinsider.com/news/stocks/2018-Omnipress-Report-More-Associations-are-Repurposing-Educational-Content-to-Increase-Conference-Attendance-1015196231) . “It’s more than simply distributing final handouts and speaker presentations to attendees after an event.” But successful repurposing isn’t easy. More than half of respondents (56 percent) listed content collection and review among their top content-delivery challenges, with 30 percent saying it’s the biggest one. About half (51 percent) said content changes are a major challenge. On the other hand, leveraging content at the conference is a top challenge for only 37 percent of respondents, down from 50 percent in the previous survey. Content challenges differed by department. Monetization is a relatively small challenge overall but one of the biggest issues for communications and executive departments. Managing content changes is a major challenge for conference planners. And while content repurposing works well for reaching younger audiences, that means a lot more formats to manage. “There is an interesting dichotomy at play right now,” Omnipress Director of Marketing Tracy Grzybowski said in the news release. “As associations use their content to attract younger members and attendees, they now have to cater to the needs of a very diverse audience, which is presenting a new set of challenges for conference planners.” (zakokor/iStock/Getty Images Plus) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#conference content](https://associationsnow.com/tag/conference-content/) [#content reuse](https://associationsnow.com/tag/content-reuse/) [#Marketing](https://associationsnow.com/tag/marketing/) [#Meetings](https://associationsnow.com/tag/meetings/) [#Mid-Level Professional](https://associationsnow.com/tag/mid-level-professional/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoTerin Bates, MBA, CAE, CX-PRO, Shares Her Experience at the 2026 ASAE Annual Meeting & ExpositionAugust 18, 2026](https://associationsnow.com/2026/08/18/terin-bates-mba-cae-cx-pro-shares-her-experience-at-the-2026-asae-annual-meeting-exposition/) - [VideoThe Adaptive Leader: Integrating Values and Strategy to Thrive Under New LeadershipDecember 15, 2025](https://associationsnow.com/2025/12/15/the-adaptive-leader-integrating-values-and-strategy-to-thrive-under-new-leadership/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2018%2F02%2F09%2Freport-more-associations-repurposing-conference-content%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !