A Look At Effective Content Marketing in Trade Shows

The archive for today’s chat is available here.

ExpoChat topic for Wednesday, September 17, 2014 – 3pm ET/noon PT

Moderator: Traci Browne (@tracibrowne)

Last week I had the opportunity to attend Content Marketing World, a Content Marketing Institute event, in Cleveland. I am swimming with ideas on how shows can must effectively use content to market their event and create a community.

Trade shows and conferences are in a unique position. By there very nature, they already have access to tons of valuable content. They also have resources at their disposal to constantly push out more valuable and effective content.

The themes at this year’s content marketing were strategy, good storytelling, and quality over quantity. It seems that we’re finally figuring out the right way to do content…now we must implement what we know.

On today’s #ExpoChat we’ll discuss how trade shows might better tackle content marketing and how they can be more effective at it. Both from the show organizer standpoint and the exhibitor side of things.

Content Marketing Institute defines content marketing thusly, “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

They also have a less formal definition, “Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”

Next year’s Content Marketing World will take place September 8-11, 2015 in Cleveland. I encourage you all to attend…you won’t be disappointed and as content is the cornerstone of events…how can you not invest the time?

Q1. Brainstorm all resources show organizers have at their disposal to build their inventory of valuable relevant content?

Q2. Brainstorm different categories of content show organizers can create or curate (i.e. how to’s, member spotlights, etc.”

Q3. What platforms are you successfully using to deliver content? What have you seen shows use that delighted you?”

Q4. Andrew Davis says “Create moments of inspiration.” How can shows inspire their attendees? Exhibitors?

Q5. How can Exhibitors inspire attendees through their pre-show marketing?

Q6. What types of content can Exhibitors gather at a show to use in their content plan throughout the year?

Q7. What department should Content Creation report to in a show organization structure?

Q8. Joe Pulizzi says, all companies have great stories…just not in story form…what are some of your great stories?

Q9. What is the most important role when it comes to an organization’s content marketing strategy and implementation?

Here is a great example of how you tell a story (using humor in this case) and what you use to tell it (video in this case) to turn an otherwise very boring thing (acceptance speech in this case) into something that gets a standing ovation from the audience.
Bryan Rhoads Acceptance of the Content Marketer of the Year

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About Traci Browne

Trade Show Consultant and Freelance Writer
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