Alyssa Patzius

Alyssa Patzius is the vice president of sales. Intero Digital is a full-service digital marketing agency whose Content & PR Division helps businesses improve their lead generation, SEO, sales enablement, and thought leadership — all powered by content marketing and PR.

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Trade Show Event Marketing: How to Craft Engaging Content

Trade Show Event Marketing: How to Craft Engaging Content

Alyssa Patzius, Vice President of Sales • Intero Digital • November 22, 2023

blurred people at a trade fair

In the bustling arena of trade shows, standing out is the name of the game. As a marketer, your content strategy is your ace in the hole. But how do you tailor it to the dynamic trade show environment? This is where a blend of traditional and digital content comes into play, embodying trade show content ideas that not only attract, but also engage and retain your audience.

Determining the Best Marketing Materials for Trade Shows

First and foremost, know who you’re talking to. Understanding your audience’s needs, interests, and pain points will guide your trade show marketing strategy and content creation process. Conduct surveys or interact with them on social media to gauge their expectations before the event. Interactive content like quizzes, polls, or live Q&A sessions can provide valuable insights into your audience’s preferences and opinions while fostering engagement. Pre-trade show marketing ideas like these can set a solid foundation for the content to follow.

Of course, trade show content is not a one-size-fits-all venture. A mix of deliverables — such as blog posts, email campaigns, social media posts, videos, and infographics — can cater to various audience preferences. Here’s a breakdown of each and the benefits of using them for your trade show content:

Blog Posts

Informative blog posts that tease your trade show participation, discuss industry trends, or provide solutions to common problems are a great way to generate interest and traffic. They are essential components of content marketing for trade shows.

Email Campaigns

A well-timed email campaign can keep your audience informed about your trade show activities. A biweekly cadence leading up to the event, followed by a post-event roundup email, can maintain interest.

Social Media

Leverage platforms like LinkedIn and Twitter to share real-time updates, photos, and videos during the event. A daily post can keep the buzz alive. Social media is a crucial part of any trade show marketing strategy, offering a live window into the event’s happenings.


A blend of promotional, educational, and testimonial videos can captivate your audience. Live streaming your trade show activities can also provide a way to engage with your audience in real time. Videos are pivotal media content for trade shows, offering a rich, immersive experience.


A visual overview of product or service features can provide a quick and unique way to convey information to attendees at the trade show. Also, visual summaries of key takeaways from the event can be beneficial to send to your audience post-event.

More than what kind of digital content you create for the trade show, how you create it is critical. Authentic, narrative-driven content that tells a compelling story about your brand, products, or industry can foster a deeper connection with your audience.

Leveraging Content Successfully to Take Your Trade Show Marketing Strategy to the Next Level

Now that you understand what kind of content you should create for trade shows, here are some trade show marketing examples and tips for using it successfully:

1. Create a content calendar.

Start by identifying key dates leading up to, during, and after the trade show. Mark the dates for pre-event teasers, live event coverage, and post-event follow-ups. Consistent posting is essential for building anticipation and keeping engagement alive. But don’t forget to leave room for spontaneous content based on real-time happenings at the trade show, such as unexpected announcements, trending topics, or notable visitor interactions.

2. Collaborate and cross-promote with others.

Collaborate with industry influencers, bloggers, or other exhibitors to broaden your reach and provide a diverse perspective to your audience. You can do this by co-creating content, such as joint blog posts, interviews, or live discussions, which can provide new insights and value to your audience. Then, promote each other’s media content for the trade show on your respective platforms to get in front of a larger audience.

3. Measure, analyze, and optimize your content.

Post-event analysis is crucial to understand the impact of your content marketing efforts on your trade show success. Establish key metrics like engagement rates, leads generated, conversions, and website traffic to evaluate your content’s performance. You shouldn’t stop there, though. Use the insights gained from the analysis to optimize your content marketing for future trade shows. Be sure to identify areas of improvement and plan how to address them in upcoming events.

Reflecting on Trade Show Event Marketing and Future Plans

Trade show event marketing is a dynamic process. With each event, you gather more insights, learn from past strategies, and continually refine your approach for better engagement and results.

So, start crafting your content with a keen eye on your audience’s preferences and the unique opportunities trade shows offer. By meticulously planning your content, collaborating with the right partners, and employing a data-driven approach to optimize your strategies, you can significantly enhance your content marketing efforts for trade shows, ensuring a broader reach and increased interest from your target audience.

Remember, your content is the bridge between your brand and your audience — make sure it’s a bridge well built. Through thorough planning and leveraging the best marketing materials for trade shows, your brand can shine in the trade show arena.


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Alyssa Patzius

Alyssa Patzius is the vice president of sales. Intero Digital is a full-service digital marketing agency whose Content & PR Division helps businesses improve their lead generation, SEO, sales enablement, and thought leadership — all powered by content marketing and PR.

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