A Masterclass In Post-Event Content Syndication with We Are For Good

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Session Overview

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It started with a podcast. Now, 600,000 + downloads later and having built their own brand-event and thriving community, the We Are For Good team have a refined point of view and mastered the approach to content creation.

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From speaker and topic selection, to the sessions they've thoughtfully and strategically crafted, to syndicating their content to drive value all year-long - this is your masterclass in post-event content syndication.

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In this session, you'll learn:

-Strategies to extract the best content from your speakers

-How to build a world-class panel

-Post-event content syndication strategies that stick

-Why your speaker network and event content are key to building a community

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Session Transcript

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Bryan Funk [00:00:00]

This is a masterclass in post-event content syndication. I think you’ll see that content syndication is a bit of a Trojan horse into a broader scope of how to build an evangelized audience, create deep connections, and deliver amazing experiences. Syndicating and utilizing our content is a huge piece of that. I'm thrilled to be joined by my dear friends and collaborators, the We Are For Good team.

We’ve brought events, sessions, and experiences to life together, and I’ve had a front-row seat to their brilliance—from curating content and building up speakers to engaging audiences and creating lasting impact. Their work includes over 600,000 podcast downloads, building an online community with educational content, and fostering year-round engagement. On top of that, they are some of the kindest, most soulful people I’ve had the privilege to know.

We are in for a treat. Now, it’s my privilege to welcome the We Are For Good team. What’s up, everyone?

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Becky Endicott [00:03:00]

What an intro, Bryan! Thank you for having us.

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Bryan Funk [00:03:10]

Thanks for being here. Let’s set the stage. Can you introduce yourselves and tell us a bit about We Are For Good—what you do, how you curate content and experiences, and who you are as people?

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Becky Endicott [00:03:30]

Hi, everyone. I’m Becky Endicott, co-founder and chief storyteller at We Are For Good. I started my career at the Science Museum Oklahoma—the happiest place on earth—and then moved into higher education and healthcare philanthropy. Along the way, I met these two incredible humans, and together, we envisioned a different way to engage with communities and activate generosity.

We launched We Are For Good as a podcast during the height of the pandemic in August 2020. Our parents thought we had lost our minds, but it took off. We’ve since expanded into podcasting, virtual summits, and other venues, aiming to curate an “impact uprising.” Generosity changes people, and we’re here to create content, connections, and opportunities for anyone to get involved in ways that resonate with them. Joy is a vibe, and we’re thrilled to share it with you today.

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Jon McCoy [00:06:00]

Hi, I’m Jon McCoy, twin dad (twice over), and currently on a family road trip—coming to you live from our Airstream in Utah. Becky and I worked in nonprofit for 15 years together, driven by a desire to revolutionize the world from within. We wanted to create a space for conversations that weren’t happening on the main stage.

Our value is that community is everything. Every decision we make runs through the lens of inclusivity and creating a bigger table. Two years ago, we started an impact uprising event series. Thousands join us virtually during the day, and by evening, change-makers in 29 cities around the world gather locally to activate and create real impact.

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Julie Confer [00:08:00]

Hi, I’m Julie Confer, calling in from New York City. I started my career with Jon and Becky, which feels like a gift. I’ve always been drawn to philanthropy, interning with Make-A-Wish and St. Jude before diving into donor relations. When we launched We Are For Good, I taught myself podcast production—and here we are. Now, I obsess over speaker and podcast guest experiences, ensuring everything runs smoothly behind the scenes.

Fun fact: I grew up dancing and used to mix music for pep rallies. Somehow, that skill translated into editing podcasts and creating experiences. Everything connects.

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Bryan Funk [00:10:00]

Thank you all for sharing your journeys. Let’s dive into your ethos around event content and experiences. How do you approach transformational versus transactional content?

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Jon McCoy [00:11:00]

Our podcast began as a response to the nonprofit sector being underserved in professional development. Many leaders face barriers to accessing resources, and we wanted to remove those thresholds. Creating an inclusive, accessible space became our mission.

Transformation, for us, is about moving toward actionable steps. Whether through podcasts, events, or panels, we aim for 1% shifts that stack over time to create real change.

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Becky Endicott [00:13:00]

The event is never just the event. Your campaign isn’t just a campaign. Thinking bigger helps you play the long game. We learned this after a tough moment in healthcare philanthropy. We transformed a tired gala into a storytelling experience that engaged attendees before, during, and after the event. It became a vehicle for lasting connection and advocacy.

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Julie Confer [00:16:00]

Behind the scenes, trust and kindness are foundational. Whether it’s a podcast or an event, we obsess over creating meaningful experiences. We customize our approach to each speaker, ensuring they feel supported and valued. That level of care becomes part of our brand, and it makes all the difference.

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Bryan Funk [00:20:00]

Let’s move into your framework. How do you define staging, and what are your key tactics?

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Jon McCoy [00:21:00]

Staging is about getting your audience ready. Think of it as the silent phase of a capital campaign. It’s about identifying your believers—those who will amplify your mission—and including them early. This builds buy-in and improves your outcomes.

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Becky Endicott [00:23:00]

Start at step zero, not step one. Think about who engages with your event—not just attendees, but those who see your messages on social, emails, or live streams. Crafting a holistic experience means beginning with the end in mind and creating ways for people to engage, whether they’re in the room or not.

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Julie Confer [00:25:00]

Involve your speakers and sponsors as co-creators. Keep them informed and make the process seamless. This builds trust and ensures everyone feels invested in the event’s success.

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Bryan Funk [00:27:00]

How does this connect to storytelling—especially around topic and speaker selection?

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Julie Confer [00:28:00]

Great content starts with setting speakers up for success. We build trust by collaborating with them early, asking thoughtful questions, and tailoring our approach. This leads to authentic, engaging conversations that resonate with audiences.

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Becky Endicott [00:30:00]

Your community is an asset in execution. Engaging them in the storytelling process—through questions, sourcing, and amplification—creates a sense of belonging and shared ownership.

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Bryan Funk [00:35:00]

Let’s move into syndication. How do you ensure content lives beyond the event?

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Julie Confer [00:36:00]

Syndication is about breaking content into microbursts that can be shared across mediums. For example, one hour of content can yield 48 pieces—from blog posts to podcast episodes to social clips. Tools like Otter AI and Riverside.fm streamline this process, making it manageable even for small teams.

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Becky Endicott [00:40:00]

Syndication is about working smarter, not harder. AI tools can help extract quotes, key takeaways, and social content, allowing you to extend the life of your message.

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Bryan Funk [00:45:00]

What about stoking? How do you keep the content fire burning?

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Becky Endicott [00:46:00]

Stoking is about engagement. Tag your speakers, respond to comments, and encourage dialogue. Sliding into DMs to thank someone or ask for feedback creates deeper connections. Platforms like LinkedIn are perfect for amplifying this engagement.

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Jon McCoy [00:50:00]

Stoking requires intentionality. Think of it as stewardship—building relationships that lead to scale. By engaging thoughtfully, you turn a one-time event into an ongoing conversation.

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Bryan Funk [00:55:00]

Thank you, Jon, Becky, and Julie, for sharing your insights. And thanks to everyone who joined us.