How an Inbound Content Strategy Improves Search Rankings


Expo Logic is a trade show registration and lead retrieval company contracted by associations conducting meetings and conventions. The company provides onsite registration services and lead retrieval services - like barcode scanners - for these associations to collect information from attendees of the conventions.

It is one of the leading providers of lead retrieval and trade show registration services and has processed millions of registrations for thousands of clients worldwide.


Expo Logic had evolved their products and services in the past 10 years, but their website was outdated and did not reflect those changes. Expo Logic has a great company history and story that was not being fully told, and they weren't having much luck with prospects coming to their website. They had very little presence in social media, and the owner knew they didn't have the internal staff to manage it. He also wanted to rank higher in search results for targeted keywords and had no strategic plan for the content they created.

Sprout Content Strategies

  • Developed a full company story and identified key personas to illustrate Expo Logic's rich history and fully explain its product and service offering.
  • Conducted SEO keyword research which discovered opportunities for increased rankings and getting more visitors to the website.
  • Developed new website content which tied together key company messages and the top keyword phrases.
  • Collaborated with Expo Logic's internal marketing team to develop a strategic editorial calendar for weekly blog post topics and ongoing social media content.
  • Created custom content for weekly blog posts, social media, e-newsletters and special case press releases to continually showcase Expo Logic's knowledge and increase awareness of the company online.


  • Drove over 6,000 visitors to the website (a 103% increase) within the first three months of re-launching the site. "SPROUT Content was able to tell Expo Logic’s story by learning our business, interviewing us and turning our journey into a story. That’s not something we were able to do internally," says Jeff Cooper, CEO of Expo Logic. "They also researched on their own to understand the industry as a whole and bring fresh ideas. Ones I hadn’t considered before."

  • Increased search engine rankings: website now ranks on page 1 in Google for 20 targeted keyword phrases. "SPROUT Content reviewed each page of our website and tailored the content to make it relevant, searchable and to appear top in the search results," says Cooper. 

  • Increased Facebook audience by five times and Twitter followers by 40%. "Our social media presence grows everyday and it’s from SPROUT Content helping us. Other than friends and family, we really didn’t have any followers before working with their team. This has been a great formula for success,” says Cooper. "SPROUT Content got us up and running and we were able to follow the format they put in place, and we continue to grow that online presence.”

“After meeting SPROUT Content, I felt they understood my business from the get-go. Sometimes it's hard to explain what I do and the market I serve if people aren't directly familiar with trade shows and conventions. SPROUT Content got it and could immediately speak intelligently about it, so I knew they would be able to run with any type of content we wanted to put out there." - Jeff Cooper, CEO of Expo Logic

Website Visitor Increase

Could Your Website Do More?