[WATCH] Identifying Marketing Trends Content, SEO & Streaming – AGS Europe
In an AGS Europe 2021 panel which was held in Malta, the moderator Berthold Glass, Entrepreneur & Speaker at Unlimited Success, and the panellists Laura K. Inamedinova, CEO at LKI Consulting, and Martin Calvert, Marketing Director at ICS-Digital and ICS-Translate discuss “Identifying Marketing Trends Content, SEO & Streaming”.
Glass opens the panel by asking Inamedinova what are the thought leaderships trends and how to build a company management brand. Inamedinova says that if you are building a company, what really sets you apart is your brand. She says that she sees three main trends for thought leadership that brands need to capitalize on:
She says that content needs to be produced to grab the audience’s attention. Nowadays, with social media it’s not only about showing all the good things, but about being vulnerable and relatable. This is the first trend. The second trend is to be more authentic. The third is to speak to the person and not to the masses. Calvert agrees to being more authentic. He also agrees that it’s better to be open and honest about what you’re offering both professionally and personally, because that’s the basis of partnerships.
Glass now asks Calvert how, in his opinion, the international markets will develop in the near future. Calvert says that it all comes down to authenticity and to how quickly you can make positive relationships.
Follow the whole panel discussion here:
Glass now turns to Inamedinova and asks her what are the trends in relation to journalists. She says that she agrees with Calvert and adds that it’s all about knowing your target audience; and a journalist might be part of your target audience. When you push your content, you need to understand why should that journalist care.
She says that to get a chance to get covered by a journalist, you need to have at least one of these three criteria: your content has to affect millions of people, generate millions of dollars, and/or affect big brands. Your message should be big, notable, and relevant. You need to give journalists something unique that will make it to be a headline, and if you are sending a PR it needs to be a clickbait article. Moreover, she recommends being honest with oneself and seeing the real need of coverage, and the results it should bring.
Calvert adds that when you know the real value of the coverage, you are able to communicate it to the client. A bigger publication doesn’t mean more brand visibility, you need more specific things such as nice publications. Inamedinova agrees with Martin “that sometimes, niche publication with even a hundred thousand of monthly viewers is much more valuable and brings much more ROI than some big one with hundreds of millions monthly viewers”.
As for streaming social media or blogs, Inamedinova says that it’s important to capture the viewer’s attention within the first three seconds. You also need to be very controversial with your content as this will create engagement. You also need to provide tangible quick value. She says that being an influencer is almost as having two full-time jobs because it involves a lot of work. Calvert agrees that videos might appear quick and casual but in reality, they involve a lot of work. Glass adds that storytelling is something that can be learnt. The character does influence, but it’s important not to pretend to be someone else.
Glass asks Calvert what in his opinion do affiliates want today. Calvert says that if affiliates want to scale, they have to get serious and do whatever is relevant to them to build their audience. The affiliates need to think bigger and think what do they want to achieve from their affiliate operation.
Glass says that he created a digitalization awards in his country and when he congratulates the winner, he tags all companies and people involved. This way, all of their audiences go to each other. Inamedinova says that she loves it because “marketing through association is very powerful”. She adds that “by being associated with the right people and then sharing the audience and cross promoting, you can have huge effect”.
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