ISC West isn’t just a tradeshow, it’s a goldmine of untapped content potential for security industry professionals, even though most of us aren’t approaching it with that mindset. Whether you're an exhibitor showing off your latest solution or an attendee soaking in the latest trends, this 2-part blog series will show you how to turn a 3-day event into 90 days of high-impact marketing content.
In Part 1, we’ll focus on exhibitors and how your booth can become a content machine, generating powerful video, photo, and written assets to fill your marketing pipeline long after the show ends.
Your Booth Isn’t Just a Display - It’s a Stage
As an exhibitor, you’ve already invested in booth space, signage, and team travel. That investment should continue working for you long after the trade show floor closes. Think of your booth as a mini studio, perfectly designed to capture videos, testimonials, product walk-throughs, and behind-the-scenes action.
Record short video clips answering questions your team hears during the day. Walk through a product demo on camera. Interview a customer who stops by and gives positive feedback. This content feels natural, authentic, and highly relevant and it can be repurposed in dozens of ways for social media, your website, and future email campaigns.
Behind-the-Scenes Content Builds Connection
Don’t underestimate the value of casual, behind-the-scenes content. Snap a photo of your team setting up the booth. Capture a quick video of morning prep. Share highlights from happy hour or a team debrief at the end of the day.
Audiences love seeing the people behind the brand- and this content humanizes your company. Share it live on LinkedIn or Instagram during the show and repurpose it later for team highlights or employer branding.
Answer FAQs On Camera
When your sales team keeps getting the same questions at your booth (and they will), that’s a signal: it’s content your audience wants. Use those FAQs as the foundation for quick, on-the-spot videos or blog articles.
You don’t need a script or expensive camera - just use your phone and have a team member speak naturally and answer the question as if they were talking to a customer. These clips make great LinkedIn posts, blog intros, or short-form YouTube videos.
Create a Content Plan Before You Arrive
The key to maximizing your content at ISC West is planning ahead, and it starts before your team even steps onto the show floor.
First, decide what kind of content you want to walk away with. Are you focusing on product demo videos, team interviews, customer testimonials, behind-the-scenes footage, or all of the above? Each type serves a different purpose - demos for education, testimonials for social proof, behind-the-scenes for human connection. Map these to your marketing goals for the next quarter.
Next, designate clear roles within your booth team. Who’s capturing the footage? Who’s responsible for interviewing customers? Who’s keeping track of which content was captured each day? Even assigning one “content captain” per day can make a huge difference in consistency.
Create a simple checklist or content capture sheet for each day of the show. For example:
- Record 1 customer testimonial
- Film 1 product walkthrough
- Capture 2 FAQs and answers
- Take 5 team photos
- Interview 1 team member about a trend they noticed
Again, use basic tools to make it easy like a smartphone tripod, clip-on microphone, and a portable ring light if you’re in a darker booth area.
Once the show starts, block 15–30 minutes each day - either in the morning before doors open, during slower traffic periods, or at the end of the day - to focus solely on content. That intentional time, captured consistently over 2–3 days, can yield dozens of video clips, photos, quotes, and social media-ready posts.
Finally, prepare your post-show content system. Use folders labeled by day and content type (e.g., "Day 1 – Demos," "Day 2 – Customer Quotes") so your team can easily access and repurpose assets after the show. You can also set up a shared Google Drive or Dropbox folder with tagging instructions and notes.
Don’t Let the Content Die in a Folder
Once the event wraps, make sure the content you captured doesn’t just live in a shared drive. Use it to create a 90-day calendar of social posts, email campaigns, and blog entries.
Each short video clip, quote, or booth photo has the potential to become a lead-nurturing asset. Turn your show investment into a steady stream of content that keeps delivering long after ISC West is over.
Coming Up in Part 2: Tips for Show Attendees
We’ll flip the script and show attendees how to turn their ISC West experience into a content engine without needing a booth. From thought leadership to LinkedIn leverage, we’ll cover it all.
