Content Marketing Helps Country’s Largest Retail Trade Show Operator Increase Attendance by 14%

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Event organizers attribute the show’s comprehensive content strategy to its largest attendance increase in 3 years, putting event content marketing at the forefront of event promotion.

818 Agency (, a bi-coastal content strategy firm specializing in B2B events and conferences, recently helped one of the nation’s largest trade shows increase year-over-year attendance by 14% using ongoing and real-time content marketing to drive attendee registration, year-round engagement, and lead-generation.

Through the six-month content strategy campaign, 818 Agency planned, launched, and managed a resource-rich online B2B magazine that helped the show register attendees at a 25% conversion rate after reading key articles, and increased web traffic by nearly 50%. The focus on high quality content delivered to a specific audience led to more registrants and ultimately more attendees.

“The ability to engage audiences year-round with content marketing is transforming how trade shows, one-off events, and conferences interact with their attendees and do their prospecting,” says Lorraine Tran, Managing Director of 818 Agency. “By bringing educational offerings online through interviews, reports and industry trends, a trade show or conference can become an invaluable year-round resource. The right editorial content also increases your attendees' ROI once they get to your event.”

The campaign also included targeted paid content delivery and registration-driven ad campaigns through Facebook, guest content from industry experts, and real-time live content during the show -- all trackable efforts that deliver ROI well beyond engagement or impressions. The campaign demonstrated how a documented content strategy paired with content marketing can assist trade shows, multi-day events, and conferences attract new attendees and vendors while building loyalty with its existing audience.

Applying the most impactful publishing strategies from the trade show campaign while incorporating other effective content marketing tactics including; custom Unbounce landing pages, social media advertising, and content amplification, 818 Agency has announced an expansion of its services to include B2B conferences and multi-day events for both business and consumer audiences.

“Knowing that we can demonstrate the real impact of event content marketing with conversions, we’re excited to see how content can help event organizers in other industries develop ongoing relationships with their audiences,” adds Tran.

The expansion of 818 Agency’s event content marketing services comes in addition to recent successes in its other specialties, fashion, e-commerce, and architecture. Case studies upon request.

About 818 Agency

818 Agency is a content strategy + content marketing agency with headquarters in NYC and an office in Los Angeles - and is part of the first wave of agencies in a field that has revolutionized how companies communicate and gain influence via content publishing and distribution. The 818 Agency team has guided companies such as, Levi’s, AT&T Wireless, Kenneth Cole, Smashbox Cosmetics, CLIO Awards, Luxury Interactive Conference, and the U.S. Department of Commerce - while speaking at conferences and providing industry commentary to NYTimes, The Guardian, Forbes, and Fast Company.

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Tracie Heffernan
818 Agency
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Event Content Marketing Firm - 818 Agency