What’s The Future of Business?
Friday, August 9th, 2013
Last week, I was delighted to attend PR Summit’s 4th annual conference. The theme focused on the future of business and specifically the intersection of ‘Where Content Meets Engagement Meets Storytelling.’ The two-day conference featured many excellent speakers. My highlights included: Brian Solis’s keynote on ‘The Future of Business‘; David Hargreaves’ and Sam Smith’s musings on the broken state of content strategy; Jason Fass’s discussion of storytelling in product development (this one made me laugh loudly with a terribly impersonated British accent); Greg Galant’s top tips on how to go viral (@Gregory is a member of the my-first-name-is-my-twitter-handle club); and of course the delightful Elyse Tager, who reminded us of the importance of email in engagement marketing.
Although each speaker shared unique insights and particular expertise on the future of business and the importance of content and storytelling, there were some particularly strong themes that were re-emphasized over the two days:
- #YoureNotApple. Stop trying to be or copying their tactics. It probably won’t work for you
- Your story is your product…
- …but it is not enough to have a good product. You have to romance it, to make it an engaging story for your audience
- People don’t share banner ads
- Targeted messages hit targeted audiences; generalizing a story will not make it more interesting
- Write content for the people who are going to read it, not the people signing checks
- Always ‘show me, don’t tell me’
- Avoid words like: ’revolutionary’, ’game changer’, ‘thought leader’, ’leading’, and ’authentic’
- Content should answer the questions your readers ask and want to know, not what you think they should know
- Tell people why they should care
- Getting things to go viral is as much art as science
- It’s all about getting the right content to the right customer at the right time. Think about your copy – where it is going to be posted and seen, and what length it should be.
At the time, I felt myself thinking how obvious some of these points were. I had a lot of ‘duh’ moments. On reflection, I realized that we sometimes take obvious points for granted and miss the opportunity to put into practice. It was a great conference and I look forward to the next.
By Lucy Bartlett, Marketing Manager, VigLink