I nonetheless can’t fairly consider it occurred: I used to be in London, attending SXSW, sitting in rooms full of individuals I’d solely ever seen on-line.
Since 2020, I’ve labored remotely — first as a brand new grad figuring issues out, then as a content material author, slowly rising in confidence. However as a result of I began my profession proper earlier than the world shut down, I by no means had an opportunity to construct the type of in-person networking muscle that so many professionals discuss.
For years, my model of “connecting” meant DMs, Zoom calls, and Slack channels.
So this yr, I made a decision to vary that.
I set a private objective to attend three conferences in 2025. Not simply to be taught new issues, however to lastly expertise what it’s wish to be in an area filled with concepts, power, and other people I might be taught from face-to-face.
Because of Buffer’s Development Mindset and Convention funds, I used to be in a position to kick issues off at SXSW London — my first worldwide, in-person convention.
On this put up, I’ll share how I made it occur, what stunned me probably the most, and what I’d do otherwise subsequent time. For those who’ve been fascinated with attending your first convention too, this is perhaps the nudge you want.
Why I needed to attend in-person conferences
I’ve all the time beloved studying (not faculty, studying) — it’s one of many causes I ended up in content material advertising and marketing. However after 4 years of distant work, I spotted I’d solely been investing in a single type of progress: the type that occurs behind a display.
Whereas that’s beneficial, one thing was lacking. I’d by no means actually realized the way to community in particular person — the way to spark dialog throughout a espresso break, stroll as much as a speaker after a panel, or construct relationships outdoors of scheduled Zoom calls. Beginning my profession simply earlier than the pandemic meant I skipped the part the place many professionals determine that out.
It wasn’t nearly networking, both. I needed to be in areas the place concepts have been being created and shared stay. I needed to fulfill new folks, and to stretch myself outdoors of the structured (and infrequently secure) world of distant routines.
So at the beginning of 2025, I made a promise to myself: I’d attend a minimum of one convention this yr. Not simply to hear and be taught, however to construct a brand new muscle — one that would assist me develop professionally and personally in methods on-line areas couldn’t totally replicate.
How I made it occur
One of many largest causes I used to be in a position to observe via on this objective was help from Buffer.
We have now two inner sources that made an enormous distinction: the Development Mindset fund, which helps staff members spend money on private studying and growth, and the Convention fund, which covers the price of attending occasions that align with our work and model.
I made a decision to make use of each and SXSW London felt like the proper place to start out — a mixture of tech, creativity, and tradition, all in a metropolis I really like visiting. It was equal elements intimidating and thrilling, which felt like the fitting power to kick off this journey.
The Development Mindset fund for 2024 (as much as $1,000) lined my SXSW London Convention Go — which, if you happen to’ve regarded into SXSW earlier than, you recognize isn’t low cost. Then, I used my funds for 2025 for the aircraft ticket, masking lodging and different features of the journey myself. Figuring out probably the most vital value was taken care of gave me the push I wanted to commit. No extra simply bookmarking occasions and telling myself, “perhaps subsequent yr.” This yr, it was taking place.
To profit from it, I created content material that might provide worth to Buffer’s viewers: two weblog posts (together with this one), an Instagram Tales takeover through the occasion, and a short-form video shared throughout our Threads, Instagram, and LinkedIn.
In case your staff provides any type of studying funds, this is perhaps a great way to make use of it!
Convention suggestions from a first-timer
As a result of this was my first in-person convention, I didn’t wish to simply present up and hope for the most effective — I wanted a little bit of a recreation plan. Right here are some things that made the expertise smoother, extra pleasant, and rather a lot much less overwhelming:
Discover a dependable strategy to take notes. I used Superwhisper, which information and transcribes audio in actual time. It let me keep current throughout panels with out stressing about lacking necessary factors — and it made scripting this put up (and others) a lot simpler.Don’t attempt to attend every little thing. I made a shortlist of must-see periods that aligned with my work at Buffer and targets as a creator utilizing the SXSW London app, whereas leaving house for spontaneous choices and time to recharge. That stability made a giant distinction.Put together a number of dialog starters. As an introvert, the concept of networking made me nervous — however having easy issues to say (“What periods have you ever loved thus far?” and even simply “That is my first convention!”) helped break the ice.Permit your self to step away. Not each second must be maximized. A number of the finest insights got here from moments of pause — strolling, reflecting, or simply letting the expertise sink in.
Just a few different notes are extra for consolation whereas navigating the world the convention is ready in: analysis the transport system and verify the climate app beforehand. It is going to prevent from getting your passport moist (spoken from expertise).
Lastly, one small factor that made a giant distinction: I wore one thing I felt assured in. It sounds trivial, but it surely gave me a tiny psychological edge strolling into rooms the place I didn’t know anybody.
What I realized (past the periods)
The panels have been nice — insightful, thought-provoking, and generally even shocking. However the largest issues I took away from SXSW London didn’t come from the stage.
They got here from every little thing in between.
I realized that persons are much more beneficiant in particular person than I anticipated. There’s one thing about being in the identical bodily house that makes it simpler to attach — not simply professionally, however human-to-human. Whether or not it was a fast chat in line for espresso (which occurred rather a lot) or an extended dialog after a panel, these moments felt lighter, simpler, and someway extra impactful than most of my scheduled on-line calls.
I additionally realized that power actually issues. On-line, it’s straightforward to multitask, zone out, or deal with content material passively. However being within the room — listening to a speaker’s tone, seeing others react, asking questions stay — adjustments the way in which you soak up data. It sticks otherwise. After years of passively watching webinars within the background, it was refreshing to provide a speaker my full consideration.
One other factor I didn’t anticipate: creating content material whereas attending helped me interact extra deeply. Figuring out I’d be sharing takeaways with Buffer’s viewers made me hear with intention. I wasn’t simply consuming — I used to be filtering, analyzing, pondering, “How might this assist another person?” That mindset shift made the entire expertise extra interactive.
That stated, working whereas attending wasn’t straightforward. I needed to tempo myself — balancing studying, networking, and capturing content material took extra power than I anticipated. However in the long run, it helped me go away the convention with each private insights and one thing beneficial to share with others.
My convention content material strategy
From the beginning, I knew I needed to get greater than a listing of notes out of the convention — I needed to show the expertise into content material that might be helpful to others, particularly the Buffer viewers.
That began with the Instagram Tales takeover on Buffer’s account. I stored it easy and real-time: quick movies, fast reflections between periods, and little moments that introduced the power of SXSW London to anybody watching from house. I didn’t attempt to be overly polished — simply current. That felt extra aligned with how I naturally present up on-line, and truthfully, it made the method far more pleasant.
Subsequent, I took all of the notes and Superwhisper transcripts from the panels and began organizing themes. There have been clear threads — creator monetization, AI instruments, enterprise sustainability, and extra — and I used these to draft a second weblog put up targeted on tactical takeaways from the periods I attended. That piece is for anybody who didn’t get to go however nonetheless needs the worth.
This put up — the one you’re studying now — is the opposite facet of that coin. It’s the behind-the-scenes model: how I acquired there, what I realized about myself, and why this expertise mattered within the greater image of my profession.
Between the tales, weblog posts, and short-form video recap, I ended up with a full content material calendar that felt each genuine and strategic. And perhaps most significantly, creating it helped me course of the expertise extra deeply. I didn’t simply attend the convention — I turned it into one thing lasting.
Would I do it once more? Completely.
Earlier than SXSW London, I wasn’t certain how I’d really feel after my first in-person convention. Would it not really feel price it? Would I really feel misplaced? Would the advantages outweigh the exhaustion?
Now I can confidently say: I’d do it once more in a heartbeat.
The truth is, I’m doing it once more. I’m planning to attend yet one more convention this yr — and this time, I’ve a a lot clearer sense of what I must thrive. I understand how to tempo myself, which instruments make the expertise smoother, and I now know to all the time verify the climate app earlier than I go away my resort.
However greater than that, I now see conferences not as remoted occasions, however as momentum-builders. They shake up your traditional rhythm, re-energize your work, and remind you that skilled progress doesn’t solely occur behind a display.
There’s nonetheless rather a lot I’m determining — like the way to sustain the connections I made and the way to observe up meaningfully with out burning out. However this primary step modified the way in which I take into consideration my very own profession path, and gave me proof that I can belong in rooms I used to solely watch from afar.
For those who’ve been fascinated with going to a convention however hold pushing it off — take this as your signal.
