The marketing activity you do before a business exhibition plays a vital part in deciding whether it is successful. A content strategy is critical to this.
Business events are unlikely to be effective in simply selling themselves. Marketing is essential.
This means putting in the necessary work in advance, and much of this should focus on content marketing.
How Content Marketing Helps Events
The point of content marketing is to use content to raise awareness, both of the event and of its exhibitors.
This content should be shaped, refined and distributed with the aim of changing people’s behaviours and actions, to ensure they attend the event.
To do this, it must work to fulfill certain key objectives, such as:
- Attracting more attendees to the event
- Attracting prospects for the event’s exhibitors
- Driving event attendees to specific exhibition stands
- Cross-selling products or services, or highlighting opportunities on the back of the event
Exhibitions will typically have a broad range of exhibitors, with different target audiences, so it must be clear who this content is aimed at
What Kind of Content is Effective?
Content comes in a variety of forms, including videos, audio and written words. However, one kind of content that works across these different media and is highly effective is storytelling.
Making storytelling a focus for content means finding the hook that will attract audiences to you
This includes discovering your audiences’ pain points and how you demonstrate your understanding of them, and what you can do to ease them.
Content marketing is not about direct sales messages.
Distributing and Sharing Content
Which channels you choose to ensure your content reaches its target audience is also a hugely important decision.
It relies on you developing a clear understanding of your audience and where you’re most likely to be able to engage with them, including the social networks and platforms they use.
A useful way of making content attractive to target audiences is through the use of a third party platform.
This is where someone talks about you, and quotes you as an expert in your field, rather than you addressing your audience directly.
Our portfolio of sector specific magazines offers this kind of third-party platform for content marketing.
What Happens After the Event?
This is as important as preparation before the exhibition, and activity during it.
For following up leads, content can continue to add value by refining and repurposing it to help further engage and connect with leads, turning them into prospects
These follow-ups should be relevant and you should make them a priority.
It is important not to let your content go to waste. Use it as a vital strategic tool in marketing your business exhibition, and to support your exhibitors.
To discover how content can improve your chances of success before, during and after your next business exhibition, please click here.