I nonetheless can’t fairly imagine 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 form of in-person networking muscle that so many professionals speak about.
For years, my model of “connecting” meant DMs, Zoom calls, and Slack channels.
So this 12 months, I made a decision to vary that.
I set a private purpose 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, vitality, and other people I may be taught from face-to-face.
Because of Buffer’s Progress 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 publish, I’ll share how I made it occur, what stunned me probably the most, and what I’d do in another way subsequent time. In case you’ve been enthusiastic about attending your first convention too, this is likely to be the nudge you want.
Why I needed to attend in-person conferences
I’ve all the time liked 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 noticed I’d solely been investing in one form of progress: the sort that occurs behind a display.
Whereas that’s priceless, one thing was lacking. I’d by no means actually realized easy methods to community in particular person — easy methods 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 had been being created and shared reside. I needed to fulfill new folks, and to stretch myself outdoors of the structured (and sometimes secure) world of distant routines.
So in the beginning of 2025, I made a promise to myself: I’d attend at the least one convention this 12 months. Not simply to pay attention 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 absolutely replicate.
How I made it occur
One of many greatest causes I used to be in a position to observe by way of on this purpose was assist from Buffer.
Now we have two inner assets that made an enormous distinction: the Progress Mindset fund, which helps crew 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 right 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 appropriate vitality to kick off this journey.
The Progress Mindset fund for 2024 (as much as $1,000) lined my SXSW London Convention Cross — which, in case you’ve regarded into SXSW earlier than, isn’t low-cost. Then, I used my funds for 2025 for the airplane ticket, masking lodging and different features of the journey myself. Understanding probably the most vital price was taken care of gave me the push I wanted to commit. No extra simply bookmarking occasions and telling myself, “perhaps subsequent 12 months.” This 12 months, it was taking place.
To benefit 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 throughout the occasion, and a short-form video shared throughout our Threads, Instagram, and LinkedIn.
In case your crew gives any form of studying funds, this is likely to be 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 need to simply present up and hope for the perfect — I wanted a little bit of a recreation plan. Right here are some things that made the expertise smoother, extra satisfying, and rather a lot much less overwhelming:
- Discover a dependable approach 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 publish (and others) a lot simpler.
- Don’t attempt to attend all the things. 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 area for spontaneous choices and time to recharge. That steadiness made a giant distinction.
- Put together a number of dialog starters. As an introvert, the thought 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.
- Enable 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 test the climate app beforehand. It should 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 had been nice — insightful, thought-provoking, and typically even shocking. However the greatest issues I took away from SXSW London didn’t come from the stage.
They got here from all the things in between.
I realized that persons are far extra beneficiant in particular person than I anticipated. There’s one thing about being in the identical bodily area 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 vitality actually issues. On-line, it’s simple 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 reside — modifications the best way you take in data. It sticks in another way. After years of passively watching webinars within the background, it was refreshing to offer a speaker my full consideration.
One other factor I didn’t count on: creating content material whereas attending helped me interact extra deeply. Understanding I’d be sharing takeaways with Buffer’s viewers made me pay attention with intention. I wasn’t simply consuming — I used to be filtering, analyzing, pondering, “How may this assist another person?” That mindset shift made the entire expertise extra interactive.
That stated, working whereas attending wasn’t simple. I needed to tempo myself — balancing studying, networking, and capturing content material took extra vitality than I anticipated. However ultimately, it helped me depart the convention with each private insights and one thing priceless to share with others.
My convention content material method
From the beginning, I knew I needed to get greater than an inventory 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 saved it easy and real-time: brief movies, fast reflections between periods, and little moments that introduced the vitality of SXSW London to anybody watching from residence. I didn’t attempt to be overly polished — simply current. That felt extra aligned with how I naturally present up on-line, and actually, it made the method far more satisfying.
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 publish 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 publish — the one you’re studying now — is the different aspect of that coin. It’s the behind-the-scenes model: how I received 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 positive 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.
Actually, I am doing it once more. I’m planning to attend yet another convention this 12 months — 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 test the climate app earlier than I depart 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 easy methods to sustain the connections I made and easy methods to observe up meaningfully with out burning out. However this primary step modified the best way 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.
In case you’ve been enthusiastic about going to a convention however maintain pushing it off — take this as your signal.
