With the likes of Jeremy Waite from IBM, Simon Baker from ITN, Steve Bartlett, CEO of Social Chain and Ben Phillips from MediaCom, I had high hopes for the Online Influence Conference 2016.
The focus for the conference this year was on social media and mobile innovation; as Digital Marketing Manager for Mr B & Friends, this was well targeted at me.
My itinerary was packed full of taking inspiration from keynote speakers, and two mini sessions: Content Marketing and Advanced Adwords.
The Advanced AdWords talk put me ahead of the curve by revealing insights, and new Adwords features for me to test.
Now we’ve got the inside track on the new features coming to Adwords, I can plan what I’m going to implement in the next few months. As you know, at Mr B & Friends our mantra is Where Next? This sort of information enables us to take proactive proposals to our clients, and meet clients’ business objectives through innovative means.
We all know that content is king, yet the Content Marketing talk highlighted how often the experts get it wrong. The digital space is being taken over by content; we’ve been told to provide the bait and they will click. A lot of people think they can do it, but by creating content for business, not the user, they are missing the mark.
Switching the focus from content geared to sales, and instead using content as a tool to engage with our customers, we have the license to create content that is often more editorial, thought provoking, or disruptive. Steven Bartlett from Social Chain perfectly illustrated this in his talk about Social Chain’s disruptive ‘Handbag Dogs’ campaign, and reminded me that taking risks, as long as they are well targeted, can pay.
The prediction for content marketing in 2016 was all about content getting personal, and not just in the terms of wearables or personalised emails, but personal in that you need to offer content that your customers will be genuinely interested in.
My mind has come away ticking with the new ideas we can try at Mr B & Friends, to keep us forward focused. I will definitely be returning next year!