It’s easy to get swept up in the excitement of tradeshows and spend a few bucks—two, or a few thousand—making your booth glamorous. But is that the smartest way to allocate your marketing funds?
Sure, a dazzling trade show booth can help draw in more customers and buyers. But you are never reaching the full audience at these shows. A strong content strategy, however, can amplify your booth’s visual impact. Your booth might bring people in, but it’s your content that makes them stay. With the right content strategies, you’re more likely to prompt meaningful engagement.
At tradeshows, we sometimes forget that your audience isn’t just looking for the biggest screen or the best swag. They’re looking for solutions. They’re looking for substance. And content strategy is what delivers that.
Let’s Talk About Why Content Strategy Matters
People don’t buy booths. They buy products, solutions and ideas. A booth might look stunning, but it doesn’t tell your story. Use the booth to grab attention—and your content strategy to convert that attention into loyalty. Good content builds a meaningful connection with customers. It should prompt engagement that supports, not competes with, the bells and whistles on your booth.
Content lives on long after the trade show ends. While these events are valuable, they typically last just a few days. You want customers to remember your name when they’re back at their desks. A strong strategy ensures your messaging, presentations, videos and materials continue to work for you— through post-show emails, social media, sales decks and nurturing campaigns.
Content sets you apart. Walk down any trade show floor, and you’ll see a sea of LED displays. What makes your product or solution stand out? What makes you different? Content strategy turns a quick booth visit into a meaningful conversation. It sparks interest, invites follow-up and keeps the conversation going long after the event ends.
Ways to Put Content Strategy to Work
- Personalized outreach: What do you want people to walk away remembering?
- Targeted social campaigns: Tailor social media to specific audience groups or personas, with content that addresses their needs, interests or pain points.
- Email blasts: Send targeted emails to prospects and customers to promote your show appearances, share highlights or keep the conversations going post-event.
- Video-led strategy: Short, easy-to-watch videos are great for capturing attention quickly.
- Scheduled social posts: Build buzz before and after the event with regular posts that keep your brand top of mind.
The Bottom Line
Content strategy may be even more important than your booth because it’s not temporary. The more intentional your strategy, the better. So yes, invest in the booth, but don’t let that be your only investment. Content strategy shouldn’t be an afterthought; it should be the backbone of your presence. In the long run, it’s the smartest way to ensure your trade show dollars truly pay off.
