Content Strategy: Planning Your Content Around Your Annual Trade Show

Content Marketing Success: A Simple Way to Execute Your Strategy

If you don’t already document your strategy and schedule your publication, you’re assuming unnecessary risk. These two points are important. I can’t emphasize them enough.

Content Marketing Editorial Calendar

The findings of a 2014 CMI – Marketing Profs Study underscore this. The study revealed that only 44% of marketers document their content marketing strategies. 

More insightful is that of the 56% marketers who do not document their strategy, 88% rate their strategies as ineffective.

I assume you’re convinced you need to document your content strategy. I normally try not to make assumptions, but in this case, I think this is a safe bet.

What’s your next step?

Executing Your Content Marketing Strategy with an Editorial Calendar

Your work doesn’t end with an approved strategy. Next, you need to execute that strategy.  One way to do that is with an editorial calendar.

In a recent blog post, I suggested using your annual trade show to help plan your content. You want to publish coherent, compelling and consistent content. Focusing on trade shows helps you do that better than any other system I’m aware of.

That may seem like a bold statement. But when you look at the facts, you’ll see what I‘m on firm ground.

Here are four reasons trade shows are ideal in helping you develop an editorial calendar. 

• 81% of trade show attendees have buying authority. (CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget.)
• 67% of all attendees represent a new prospect and potential customer for exhibiting companies. (Exhibit Surveys, Inc.)
• 46% of trade show attendees are in Executive or Upper Management. (CEIR: The Role and Value of Face to Face.)
• 45% of attendees visit only one exhibition per year.  (CEIR Report ACRR 1152.12)

Trade shows clearly represent a huge opportunity for B2B businesses. 

Decision makers attend in huge numbers. The prospects for new business and future growth is pronounced. Almost half of attendees are movers and shakers. Finally, trade shows are largely a one-shot opportunity – like the Super Bowl.

What Your Content Marketing Strategy and the Super Bowl Have in Common

Do you know how two teams make it to the Super Bowl? If you do, you have great insight into executing your content marketing strategy.

Only two teams make it to the Super Bowl. This year it’s Boston and Seattle. They earned their places after a grueling seven months-long season. Both teams went through scrimmages in training camp. Then they played exhibition games.

Next they played 5-months of regular season games, and then made it through the playoffs. In early February, Boston and Seattle will meet each other in the Big Game. They didn’t just show up to compete in Super Bowl XLIX. Their journey started 7 – 8 months ago. 

Likewise, before you publish content, you need to plan and prepare in advance of your Super Bowl, the annual trade show. Your planning and preparation also should begin 7 – 8 months out.

Again, because the annual trade show represents a huge percentage of annual sales, preparing your content marketing strategy around it make sense.  Admittedly, it may not reflect your entire year’s publishing schedule. That’s okay. It will surely be the lion’s share.

Plan Your Editorial Calendar with High-Impact Marketing Content

Now we’re getting into more detail. Let’s start by looking at the purpose of marketing your trade show. 

Bottom line: You want to entice customers and prospects to attend.

Let’s quickly review what makes trade shows important. Trade shows are expensive. They’re (usually) a one-time, annual event. Decision makers attend in great numbers. The potential to land new customers is enormous.

To capitalize on this immense opportunity, you must plan well in advance. Your marketing content must induce as many customers and prospects to attend. You have one shot to get it right. You don’t want this opportunity to slip through your fingers.

Now let’s look at how you can accomplish this.

I suggest a building block approach. This allows you build your editorial calendar one block at a time. First, we’ll look at print content, then we’ll look at digital content. Once those blocks are in place, we can look at how to integrate them for maximum effect.

Marketing Your Trade Show with Offline Content

As part of your print campaign, you should plan to develop the following content: (1) Trade publication articles; (2) Press releases; (3) Direct mail; (4) Brochures and data sheets; and (5) Flyers.

Along with optimally scheduling the publication of this content, you must consider SEO and branding.  SEO should include keyword identification for each piece of marketing content. Optimized copy will aid the widest dissemination possible. And, as a marketer, you know you should never stop branding.

With that in mind, let’s continue.

 7 – 8 Months Prior: Trade Publication Articles

A great place to announce your upcoming trade show is in industry trade publications because you have a captive audience. At 7-8 months out, you don’t need a (costly) full-page ad. Several small ads will do the job.

4 Months Prior: Press Releases

Next, broaden your communications – inexpensively. Send press releases to magazines and newspapers. You‘ll reach a wider audience, and chances are someone may write a newsworthy article about your upcoming show. It’s free publicity.

3 Months Prior: Newsletters

Your company probably distributes newsletters, although maybe electronically. If you publish booth print and e-newsletters, you’ll want to release key information beginning now. Then update with new information monthly until show time.

2 Months Prior: Brochures and Datasheets

At this stage, you should publish both brochures and product datasheets. The latter has general information for a general audience that includes the 5 W’s. The former has the product details that engineers and information technology professionals crave.

1 Month Prior: Flyers

This may seem like a no-brainer, but you should take great care to ensure the information on the flyers are 100% correct. You’ll distribute these during the trade show to drum up interest, while guiding prospects to your location on the floor.

Marketing Your Trade Show with Digital Content

A digital campaign includes: (1) White papers; (2) Case studies; (3) Email; (4) Website and Landing Pages; and (5) Newsletters, Blog Posts, and Social Media. Each piece of marketing content has a purpose, and some have more than one.

7 – 8 Months Prior: White Papers
Publishing white papers at the beginning of your content marketing campaign has two practical benefits. First, most trade show prospects have decision-making authority - many of whom are executives or senior management. This audience loves white papers. Second, a comprehensive piece like this makes it easier to write the rest of your marketing content. So start early.

6 Months Prior: Case Studies

Extremely effective because they build trust, case studies should be part of your media campaign. Nothing beats customer testimonials touting the virtues of your products and services. Ensure relevancy by selecting case studies of products/services you’ll present at the trade show.

5 Months Prior: Email

Email is one of the most effective and inexpensive marketing tools available to you. You can use email to announce your trade show and highlight guest speakers and special events. And you can also provide other useful information about the venue, how to get there, information about the local area, etc. And don’t forget, email is fast. You can get the word out quickly.

4 Months Prior: Website and Landing Page

At this point, you should have enough information to put up a special website and landing page to provide information and capture leads. Your website should be an all-inclusive marketing tool where prospects and customers can obtain anything they need.

1 – 3 Months Prior: Newsletters, Blog Posts, and Social Media

I discussed newsletters above, so let’s move on. You can start publishing new information to generate even more interest in your trade show exhibit with blog posts and social media. Blog posts can feature segments of your white paper, or you can provide an abbreviated case study. With social media, you can leverage the speed and engagement of proven B2B-friendly sites like LinkedIn and Google+.

Integrate Marketing Content to Optimize Delivery, Engagement and Impact

Now that you've planned your two main building blocks, it’s time to integrate your efforts. This is where you pull everything together.

You should look to avoid duplication, while reinforcing your message. Messaging should be clear, consistent and compelling. Branding should be evident in all your content. Online marketing content should be optimized. 

Also, as you plan your editorial calendar, look at synchronizing the release of print and digital content for maximum effect.

You’re almost finished.

Relook your marketing campaign holistically. Ensure your content aligns with your purpose. Once you accomplish this, you should have a solid campaign that will get results. You’ll see the results of your efforts because you’ve addressed all the key elements of planning your content marketing.

Now you can lay out your plan using a spreadsheet to complete your editorial calendar. And your effort was worth it because now you have you a repeatable process you can use next year.

Done?

Well, now you execute your strategy. Follow this method, and you’ll make it to your Super Bowl in 7 – 8 months. You’ll be well-prepared for the Big Game.

If you haven’t already developed your editorial calendar, try this out. Let me know what you think. And if you have any questions, please ask away.

Alex Milo

B2B Copywriter and Consultant

“Helping Transportation and Logistics Companies Generate Leads with Compelling Content”

Phone: 256-886-4684 
Email: amilo@b2bcopywriting-alexmilo.com

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