In this episode of Content Wars, we tackle the costly mistake B2B companies keep making: overinvesting in trade shows while under-communicating with the rest of their market. If you're spending six figures to show up a few times a year—but going silent the rest of the time—this one’s for you.

💡 Key Takeaways:
➡️ Why most of your buying committee never makes it to your booth
➡️ The real cost of under-communicating between trade shows
➡️ How to scale subject matter expertise beyond events
➡️ What daily content can do that your conference presence can’t
➡️ How to activate your entire team—not just your marketing department

⏰ Timestamps:
0:00 – The overlooked trade show gap
2:30 – What $100K at a booth actually gets you
8:45 – Most companies only “show up” 4x a year
11:10 – What to say between events
15:30 – Turning expertise into daily communication
21:00 – Why written content isn’t enough
27:15 – Unlocking a social-first strategy
31:00 – Getting buy-in from leadership
35:45 – Scaling your team’s voice