Webinar Summary : “A marketer’s roadmap for challenging times: Content and B2B”

M+V attended the webinar on “A marketer’s roadmap for challenging times: Content and B2B”. It was conducted on 29^th April. Mr. Erik Newton, VP Marketing – Milestone, was the moderator. The panel consisted of Mr. Fernando Angulo, Head of Communications – SEMRush, Mr. Khalid Saleh, CEO – Invesp, and Mr. MikeGrenham, CMO & MD – Acronym.

Mr. Fernando Angulo started the webinar, with his session titled, ‘Marketing Data & Pattern’. He advised to identify featured snippets and backlinks, checking the websites for weaknesses and audience overlap and make changes accordingly. Moving on to social media platforms, he suggested to track one’s audience engagement in comparison with that of our competitors. Further ahead the point of discussion was, what to do in the current Crisis-Recovery-Growth (CRG) phase? And the key takeaway was to, ‘Watch the Trends’. One can learn from what’s happening around us and even from the mistake of our competitors.

Mr. Mike Grenham’s session focused on, ‘Information Retrieval’. He stressed on the importance of EAT (Expertise, Authority and Trust) in SEO. He talked of how the main focus of content should be on satisfying an information need. He advised the marketers to ‘stop selling and start helping’.

Mr. Khalid Saleh’s section focused on, ‘Growth in the next 4 months in the C-R-G environment’. We are currently in the early recovery phase. And he started with asking the marketers to step back and rethink their approach. He believes to succeed one must give up the mob mentality. And focus on how are we and our content different from that of others.

This was followed by a session of Q&A.

Question: Is there any relation between excellent content and conversion?

This was answered by Mr. Saleh. He feels there definitely is a relation, excellent content does lead to conversion. But it could be useless if one is only putting out content and not marketing it well.

Question: How can we get more visits on a website with little budget?

This was answered by Mr. Saleh. His advice to achieve this was to ensure that you stand out.

Question: How can a small website compete with an established company that is good on EAT?

This was answered by Mr. Grenham. In his opinion this can be done by creating great content. And marketers must also realize that they are not alone in these times. Different brands can always come together and co-promote.

The webinar proved to be an insightful one. The importance of creating good content, improving website usability, understanding the audience better was greatly emphasized upon and also understood.