What Marketers Keep Getting Wrong With Content

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Presented by

John Huntinghouse, VP of Marketing, TAB Bank

About this talk

When you use content as a marketer, for it to be relevant it needs to elicit an emotional response. Anger, happiness, excitement etc. The only ads/blogs/webinars/pitches that are spammy are the ones that are not relevant. So how do we make content relevant to the user consuming it? Well, it turns out that it’s not the content that’s the problem, it’s who we are showing the content to. We simply don’t know our audience as well as we think we do. You can’t create great content until you first understand your who your audience is. Here’s what you’ll learn in this session. - A simple (and a complex way) to look at your data to help you understand if your content is hitting the mark. - How to avoid the content machine learning feedback loop bias. (How to get rid of your institutional/agency/copy bias out of the way). - A better marketing framework that allows you to actually understand your audience better, instead of going off outdated assumptions.
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