b'LIKE PEANUT BUTTER AND JELLYTRADE SHOWS AND CONTENT MARKETING BELONG TOGETHERLindsay HoffmanThe winter months in the seed industry are filled with industry events, meetings and trade shows. All of these in-person events are a hot bed for lead generationyou have a highly specific audience viewing your brand and messaging in a captive setting. Pair this with an effective content marketing strategy and you can drive even more booth traffic and event engagement. Heres how.Blog Frequency: The primary purposeothers in the industry know youll be at of energizing your blogging effort priorupcoming events. At the event get into77%to an event is to demonstrate thoughtlive tweetingpost photos and info from leadership. Make readers want to knowthe floor and give some reasons why more about you and provide a clear callpeople should stop by your booth.to action that your company will be at theAnd while youre at the show dont forgetof companies say they have a xyz event in January (or whenever thethat events are a great place to collect show is held) to help create engagement. content marketing strategy. new content. Some content ideas you Email Campaign: Once youve posted acan collect from the floor include: Source: HubSpot, 2020few blogs and have more in the pipeline, youll want to craft several emails for yourWritten Word: Create articles on the87%content from the best presentations from campaign to current contacts. The goalthe event and key outcomes of meetings.of these emails is to 1) let your audience know the events youre attending, andWhitepapers/Industry Trend Reports: 2) drive them to the blog to read yourFurther positioning yourself as a thoughtof video marketers say thatcontent. Follow-up emails can be moreleader by using a combination of industryvideo has increased trafficspecific and target individuals to set upinfo and speaker/vendor insights to create anactionablepiece of content forto their website. meetings or demonstrations.your audience. Source: Wyzowl, 2020Strategic Landing Pages: These action-specific mini pages are not connected toVideo: Create a video of the event75%your website. They can be focused on ahighlights to share online or interview specific audience segment, used to booksome of your top customers or suppliers.appointments, run contests or launchCurated Content: Network and find new products. Landing page traffic isother experts in your related field whoof Americans age 12+ highly trackable, and allows you to seemight act as guest bloggers for your the ROI of your efforts. company. (approximately 212 million Social Media Strategy: In order to reachContent is KING and will be the key topeople) are now familiarbeyond your existing email list, publishpositioning you and/or your organizationwith podcasting.your blog posts on social media and letin a leadership position. Source: Edison Research, 20202SEEDWORLDGROUP.COM'