This year was the first that Rocksalt attended the Internet Marketing Summit: an event designed to connect agencies with clients (suppliers with delegates). As we are fans of spending quality time talking to people about what they need their content to do and what it isn't doing for them, the IM Summit's format — dedicated time slots to present to marketing managers — was an ideal arrangement for the Rocksalt team.
Now, I'm the first to admit that in my working life, I have not been the person specifically dedicated to growing the business; the person who employs the necessary skills to connect with people in a way that makes their choosing you over your competitor the logical choice. While I enjoy talking to people, am quick to build rapport, and have been a successful sales representative in the past, I still stepped lightly into the room that day with a sense of trepidation.
I needn't have, though. The summit's format avoided the stark, sometimes hostile, cold-call aspect of an exhibition (although they, too, have their rightful place). In this scenario, everyone was clear on their objective and had enough time to begin that conversation properly. We were able to listen to people from varied sectors highlight their pain points, to better understand how we could help them. From commercial consulting to charities, we learned that web content issues are common across sectors.
Common web content priorities
- Connecting with audiences in a way that drives conversion
- Making content usable across a variety of formats
- Supporting in-house teams to generate content with a unique message and tone of voice
- Creating strategies to make publishing more efficient
- Getting everyone on board with the strategy and approval process
What frustrates you most about creating web content? Share your pain in the comments.