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Maximise your Exhibition Content

Maximise your Exhibition Content

Your exhibition content the most important aspects of any exhibition marketing plan. How do you ensure your content maximises opportunities?

Making the most of your exhibition content

When you’re getting ready for an exhibition, one of your main marketing jobs will be to create promotional content, whether that’s printed leaflets and brochures for people to pick up from your stand, or blog posts, emails and social media posts to let your subscribers know you’re exhibiting, drive visitors and promote your stand.
So how do you make the most of all that content?

There are two parts to this:

Content creation and repurposing for the event

When you’re exhibiting, you should take advantage of every promo opportunity on the exhibition website and any free brochure space offered. And if you think you can get a good ROI on it, you might also want to consider paid sponsored space, whether that’s in the exhibition brochure or sponsoring the café – whatever you think fits in with your marketing plan and gets the right attention.

You’ll also need to promote the exhibition on your site with blogging, and share it with your newsletter subscribers and on social media.
That’s a lot of content to create when you’re in the run up to the exhibition and busy with a never ending to do list. But maybe you don’t need to start from scratch. If you’ve been blogging for any length of time, you could have blog posts that you can repurpose into marketing materials and content that you can use to pull out the perfect quote from for your exhibition stand or your social media memes.

Look at what content you already have and see if you can reuse any of it for your exhibition marketing materials to save time.

Content repurposing after the exhibition

If you’ve made your marketing materials generic, rather than specific to the event, any spares you have left after the exhibition can be used elsewhere so they aren’t wasted.

But you can also look at any new content you created for the exhibition and see where you can repurpose that, perhaps to create new blog posts – including one about how the exhibition went.

You could also look at turning that written content into video, podcasts, infographics, memes, ebooks, lead magnets and anything else you can think of that works for your business.

That way, you’re not only writing your content for the exhibition, you’re able to use it many times over to suit your main content marketing strategy. In fact, why not make your exhibition content just as much a part of your content strategy as anything else you create?

Your exhibition content the most important aspects of any exhibition marketing plan. How do you ensure your content maximises opportunities?