How to Launch a Trade Show Content Marketing Campaign

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Content strategy firm 818 Agency releases step-by-step guide for trade show marketers.

B2B digital marketing firm 818 Agency ( today released a guide for trade show marketers, delivering step-by-step advice on how to use content marketing to generate leads. Given the emerging role of trade shows as industry education tools, their transition from live event to ongoing resource, thanks to content marketing, is a fitting one.

818 Agency recommends following these five steps to reach more qualified registrants for your trade show or conference:

1. Be Consistent

Whether starting with an industry blog, podcast or e-mail newsletter (a strong content marketing campaign will include all of these components), consistency is key to building a loyal following, recommends 818 Agency CEO, Jed Wexler. "As your audience comes to rely on you for advice, posting on the same day every week does as much to retain your audience as quality content," he says. Ensure that your posts are RSS-enabled to encourage direct inbox delivery.

2. Use (All) Social Media.

Although the ‘big 4’ social media platforms (Facebook, Twitter, Instagram and LinkedIn) are still the most important, thinking beyond these channels can help you form a stronger connection with the audience for greater conversion. Industry forums, MeetUp groups, and other communities like the Fashion Industry Network or Retail Bulletin, depending on your industry, can be great opportunities both for publishing content and connecting with future trade show speakers. Snapchat is another platform of increasing importance, Wexler says, and a great tool for giving a behind-the-scenes peek at exhibits, panels, and events.

3. Share Your Experience.

Aside from contributing directly to industry sites, submitting guest posts on the blogs of respected experts can help to expand your reach while further establishing yourself as an authority. Start by simply reaching out to experts, whether through their sites or on LinkedIn with story ideas that complement their blog, Wexler recommends. Offering to post a reciprocal article can be an act of goodwill that also helps you solidify relationships within your industry.

4. Leverage Paid Placements

In addition to content distribution, paid social media advertising can help you significantly boost registrations. Facebook is one of the most powerful platforms for reaching qualified attendees and vendors, allowing you to efficiently and cost-effectively reach a targeted audience. Sponsored e-mails to the audiences of industry publications or sponsored content on the sites of respected magazines can boost your credibility along with your reach.

5. Syndicate and Reuse

Syndicating gets tricky when search engines value unique content and you’re trying to build traffic to your own site, but the benefits of syndication on sites like LinkedIn and Medium often outweigh the SEO hit of keeping content strictly internal. Learning to re-purpose past articles for other channels or focusing on a key point from your post, can also help you get more mileage out of your content.

About 818 Agency

818 Agency is a creative B2B content marketing agency that helps businesses land more clients using editorial content, lead generation, and social media advertising. 818 Agency has guided Emerald Expositions, Kenneth Cole, Bluefly, ASD Market Week, Luxury Interactive Conference, MAGIC trade show, Clio Awards and Levi's - while providing content marketing insights to The NY Times, The Guardian, Forbes, and Fast Company.

Headquartered in NYC's FlatIron District, with an office in Los Angeles.


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Tracie Heffernan
818 Agency
+1 (435) 671-7558
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