Nicola Murphy, CEO, The River Group took the stage first. Her key point was that consumer will pay for content that is relevant to them. To illustrate this she talked about how brands could introduce paywalls to charge for premium content. She believes that content today is less about ownership and more about access. She explained that it is important to make it accessible but conversely not to give it all away for free. The content needs to be available across all platforms too.
She also spoke about how brands need to choose affiliates that offer products that fit in with what their customers require and they need to be very picky about the partners they choose and the content producers they hire.
The audience was then presented with a successful content marketing case study from Weight watchers. Melanie Stubbing, President, Weight Watchers Europe talked about the success of her brand's magazine. She attributes much of its popularity to the way it present real life stories and success which can inspire others.
Even though the brand is an international one and that the magazine needs to have a degree of uniformity across the nations, Melanie added that local content was also key. "A woman in Copenhagen is not interested in hearing about someone from Dusseldorf", Melanie concluded.
Next up was Toby Guiducci, Digital Sales Manager, The Met Office whose speech illustrated how the brand was able to make money from their content. Its key success has been the work they produce around pollen and the way in which they can share this with other partners. The Met Office works with brands to link content to generate revenue.
Concluding the session was Catherine Toole, CEO & Founder, Sticky Content spoke about what she calls micro content - the tiny details that can make all the difference. Catherine spoke about how you can use techniques to ensure users interact more with your content and calls to action more by slightly tweaking the look and wording of e.g. call-to-action buttons on your website. One example she used was Facebook's decision to change ‘Become a Fan' to ‘Like' which has effectively changed the way social media operates. Catherine concluded by showing the audience a complex formula which contained important factors to better enhance conversions: Motivation, value, incentive and friction.