I was at the Legal Marketing Association’s annual meeting last month, and someone organized a conference tips list on Twitter. I submitted what I think was the shortest one: “Listen more. Talk less.”

 “Listen more. Talk less.”

Those four words are at the heart of how to use professional meetings and conferences to focus your content and choose timely topics. What are people talking about? What panels promote the most engagement? What are you overhearing in the exhibit hall? These are the topics for your next articles and blog posts.

Sometimes topics don’t naturally rise to the surface. That’s when you have to prompt discussion to reveal what’s in the minds of your readers and other decision-makers. The key is asking questions. And from what I learned from decades of reporting, they don’t have to be particularly sophisticated (mine certainly weren’t). Try these:

1. “What's the most interesting thing you are working on?” Whether it's a colleague, competitor, client or potential client, this is a great conversation starter. Pose the question and then listen attentively. If it’s important to them, it’s likely important to others.
2. “What problem are you trying to solve?” This makes people feel that what they are working on has value, and is sure to provoke lively discussion. 
3. “What’s the best article you’ve read in the last month?” It could have nothing to do with what this person is tackling professionally, but it gives you insight into their interests and reading habits. This kind of market information is invaluable. 
4. "Did you learn anything new?" Let your fellow attendees do the crowdsourcing while you network. This is a sure-fire hit for unearthing trends. And you don’t need to attend a session to write a post on it. Review the slides and reach out to the speaker when you are back at your desk. Say that you were sorry to miss their panel, heard it was fantastic, and ask for a quick interview. There’s your post. 
5. “Why are you here?” This simple question may initially stump your conversation partner, but will often provoke very frank answers that touch on the four previous questions and point to the heart of what they are trying to get out of the conference. And that’s a perfect topic for a post.

Here’s the point. Ask. Don't assume. Don't pontificate. Enter each discussion with what Buddhism calls “beginner’s mind.” Affinity is great, but often affinity conversations cover information you both already know. Be a reporter with beginner’s mind. See what answers you get. There are your article and blog posts. Go forth and listen. 

*

[Susan Kostal is an editor, writer, business development strategist and media coach with over 25 years experience on the beat and in the C-suite.  Susan's expertise includes legal industry trends, marketing, communications, and public relations.]