Content Marketing and Trade Shows

Posted by Cat Virca in Planning, Tips, Trends

Have heard of content marketing? Relatively new, content marketing is a technique businesses use for developing unique, valuable content to engage their online followers on social media and their website.  Justine Savage of Trade Show News Network explains the benefits of incorporating content marketing into your next trade show in her article, “6 Easy Ways to Make Content a Part of Your Exhibiting Plan.”

Content marketing should be used to interact with attendees before, during, and after trade shows. Including specific key words in your content can also help improve your search engine optimization (SEO) ranking.

Six Ways to Incorporate Content Into a Trade Show

• Re-purpose Existing Website Content like blogs, webinars, and informational videos on your social media profiles if you are limited on time. Remember to only post relevant topics that will engage your followers.
• New Twist on Existing Content. Re-purpose text-heavy content such as blogs or reports by creating infographics. Infographics are a great visual alternative for displaying information. There are several websites that allow you to create infographics for free.
• Educate Attendees. Most trade show attendees will research brands and products before the event. Provide your users with the same digital information you are giving to your team. Be sure to reposition the content to speak to end-users.
• Practical Knowledge. Don’t let your trade show knowledge go to waste. If you are a trade show veteran, provide attendees with information that you consider to be common knowledge, but your trade show visitors may not. This is a great opportunity to share your favorite nearby restaurants, hotels, and other tips for first-time attendees.
• Create Pre-Show Buzz. Follow the trade show venue and your competitors on social media. Monitor the pre-show conversations and news coverage to stay current. Post about the popular topics to ensure your posts won’t be overlooked before the show.
• Use At-Show Experience to Build Post-Show Content. Encourage your team to write down frequently asked questions, new ideas, and event issues throughout the show. You can use this information as a guide for developing future blog posts, FAQs, and social media posts.
• Educational Sessions. Take detailed notes during educational seminars you attend. Leverage this content to host a live blogging session to educate your audience or use this content later if you are limited on time and the information is not time sensitive.

Read the full article.