“London Calling”: Content Conversations Hits the UK

|Eirini Pan

VICE UK’s Dan’l Hewitt, Somo’s Ross Sleight, Tony Hallett, Founder of Collective Content, and Hg2 Publisher and Founder, Tremayne Carew Pole visited our brand new office in London, and drew a good crowd of brands and agencies hungry for conversation across all things content & mobile.

Ben Peacock, Outbrain’s Director of Brands and Agencies in the UK led a lively debate during which our digital experts shared some of their most recent executions, insights and expert tips on content creation. After a series of quick-fire presentations, the panelists were handed to our audience who engaged in a diverse Q&A that addressed some of the challenges that they face as marketers in an ever-changing digital landscape.

“How do you keep your consumer loyal?”

According to travel and lifestyle expert Tremayne Carew Pole, the answer is “bribery, give them something they want!”

Content Marketing has been one of the top trends over the past few months. But still some brands are not ready to be part of this very demanding field. A big question that the panel were asked to address was, “how do marketers create interesting and meaningful content and still effectively deliver their brand messages?”  Also hotly debated was, “what does it take to generate an effective content marketing strategy?” Content Marketing expert, Tony Hallett, shared some tips for small businesses:

→Follow your instincts
→Make it as easy as possible to contribute
→Blog (consistently)

“There is a tier of people who have the right instincts and are embarking on this content marketing journey now and for many of them the issue is, how do we create content in the first place”, said Tony.

“I kind of controversially like to say to people, you should do as much as you can in-house.”

Another question from the audience raised the matter of how companies can keep their visitors coming back to them once they’ve discovered a site. “It’s about authenticity”, said Dan’l Hewitt.

“Understand the story that you want to tell, why you are telling it and don’t just create more derivatives of existing content.”

The panelists generally agreed that quality content is the winner of the “reader attention” game, especially when it’s available in the right places and at the right time. “Great content… don’t be afraid of re-purposing it over multiple platforms and formats”, said Carew Pole.

But what is the best way to creatively adapt your content through all screens?

“Not having a mobile-optimized site now, for me, is a crime”

Ross Sleight, who is without doubt, the Professor of Mobile, explained the urge to embrace the multi-device space, especially now that 67% of mobile subscribers own a smartphone. “If you have a business that has a lot of one-off purchases, having a mobile-optimised site is absolutely crucial to your business, said Ross. “That said, we find that the majority of people who have regular engagement with a brand or publisher, will prefer an app environment.”

Tony Hallett, also emphasized the importance of mobile by saying that smartphone usage together with a second screen (TV, laptop, tablet…) will still be one of the hottest trends in 5 years time.

In spite of the unstoppable growth and the number and variety of different mobile devices that connect consumers with brands, it seems that this is not yet reflected in advertising spend.

Source: Somo, eMarketeer, Oct 2012

So, what will form the digital landscape in the near future? “5G, said Carew Pole, “This will change how people use technology on the move. Speed is going to be the key.”

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Eirini Pan

Eirini Pan

Eirini Pan is Marketing Manager at Outbrain's European team. A Greek based in London, she manages data insights and design... Read more

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