Mastering internal business conferences: A deep dive

An AI image of a meeting space that event professionals have prepared for a business event that is about to begin. I created this using Alicent, ChatGPT, and Midjourney.

Organising a seamless internal business conference is no small feat. In today's rapidly evolving business landscape, the ability to gather, inspire, and engage is more crucial than ever. But how do you curate an internal business conference that checks all logistical boxes and leaves a lasting impact?

Dive deep as we unravel insights from 11 members of the Forbes Communications Council, unveiling the challenges and, more importantly, the solutions to orchestrating a conference that truly resonates.

Why should you read "11 big challenges facing organisers of internal business conferences"?

1. Comprehensive Insights: The article isn't just a cursory look into internal business conferences. It offers in-depth insights from expert members of the prestigious Forbes Communications Council, each bringing unique perspectives and expertise.

2. Real-World Challenges: Understanding the complexities and challenges of organising an internal business conference is essential for anyone in a managerial or organisational role. This article lays out the most pressing concerns faced by professionals in the field, making it a must-read for those looking to streamline their internal events.

3. Practical solutions: Beyond identifying problems, the article provides actionable solutions and strategies. From tackling budget constraints to ensuring active engagement, readers will find many valuable tips to make their next conference successful.

4. Evolving trends: The world of business conferences is changing, especially in a post-Covid landscape. With challenges like reigniting the spark for in-person events, staying updated on the latest trends and challenges is crucial.

5. Universally applicable knowledge: Even if you're not directly involved in organising conferences, the strategies for clear communication, active engagement, and personalised messaging are essential parts that are relevant in other types of business management and communication.

Uncover expert insights as we spotlight the primary challenges and offer solutions. Ready to elevate your next conference? Join us for an enlightening exploration - the article is available on Forbes here.

How AI can drive your blog strategy to new heights

I'm thrilled to share that I've recently been featured as a contributor in a Forbes article exploring the role of Artificial Intelligence (AI) in optimizing blog performance. The article features insights from 14 experts, including myself, discussing how AI can be creatively leveraged to drive more traffic to your company blog and enrich the user experience.

My take on AI in blogging

In my contribution, I focused on how AI can help in refining content creation and blog strategy. In an ever-competitive digital landscape, creating quality content alone isn't enough. It's crucial to stay ahead of the curve by incorporating smart strategies that engage and retain your audience. Here's how AI can come to the rescue:

• Streamlined content creation: AI-powered tools can drastically reduce the time cpent on drafting and editing blog posts without compromising on quality. From grammar corrections to sentence structuring, AI can ensure your content is flawless and ready to go live.
• Trend analysis: Keeping up with what your audience wants to read is challenging. AI can analyze online trends and suggest topics that will likely resonate with your target audience.
• A/B testing: Are you unsure which headline would draw more clicks or which CTA would get more conversions? AI can conduct real-time A/B tests, helping you understand what works best for your audience.

What else did the experts say?

The article goes in-depth on a variety of AI applications like generating recommended topics and keywords, analyzing posts for improvements, gathering advanced visitor insights, and much more.

For example, Jessica Wong from Valux Digital suggests that AI-driven topic recommendations based on market trends can significantly increase regular site visits. Mike Neumeier from Arketi Group advises using AI for competitor analyses and content audits to reveal missed opportunities.

Why should you care?

If you’re a communications professional or a business owner, understanding how AI can improve your blog’s performance can be a game-changer. It’s no longer a question of if you should integrate AI into your strategy but how to do it most effectively.

Wrapping it up

AI isn't just the future; it's the present. Leveraging its potential can exponentially increase your blog traffic, engage your readers more profoundly, and offer them a more personalized experience. So, if you haven't thought about integrating AI into your blog strategy yet, now's the time!

Interested in reading the full article? Check it out here.

I'd love to hear your thoughts on this topic. Feel free to reach out to me directly. Happy blogging!

The first click matters: My take on YouTube marketing strategies

Recently I had the opportunity to contribute to a Forbes Expert Panel on strategies for marketing on YouTube. The article entitled ["20 Key Strategies For YouTube Marketing"](https://www.forbes.com/sites/forbescommunicationscouncil/2023/08/22/20-key-strategies-for-youtube-marketing/ is an expert roundup that features strategies for effectively leveraging YouTube's massive platform, which boasts over 2.7 billion logged-in monthly users.

I talked about the importance of making that first click count. Specifically, my input focused on the necessity of having impactful video titles and keyframes, as well as the need for constant monitoring and measuring of your content's performance.

Why the first click matters

In today's saturated online environment, the first impression is often the deciding factor for viewer engagement. If you can’t catch a viewer's eye with your video title and keyframe (the preview image of the video), they're likely to scroll right past your content. This is where impactful titles and eye-catching keyframes come in. Make your titles clear but compelling. Make your keyframes intriguing but relevant. You want to ignite curiosity while also assuring the viewer that the content they're about to see is worth their time.

Test, measure, and adapt

But drawing the viewer in is just the first step; maintaining their engagement is equally crucial. That’s why it’s so important to consistently monitor how your content is performing. This enables you to understand viewer behavior, assess video performance, and adapt your content strategy accordingly.

Time blocks for monitoring

When I talk about monitoring, it’s not just a one-time activity immediately after posting the video. The performance should be checked in predefined blocks of time which could be minutes, hours, or even days, based on the expected traffic and engagement patterns. This ongoing monitoring allows for real-time adjustments that can make all the difference in the world.

Wrapping up

Marketing on YouTube is a dynamic endeavor. It’s a combination of art and science, creativity and analytics. My contribution to the Forbes article reflects this duality. I highly recommend reading the full article as it not only shares my insights but also the wisdom of 19 other experts in the field.

You can read the full Forbes article here.

If you have any questions or would like to discuss YouTube marketing strategies further, feel free to reach out to me directly.

A reflection on modern marketing strategies: My contribution to Forbes' expert panel

I'm excited to share that I've been featured as one of the contributors in a Forbes Communications Council article published on August 21, 2023, titled "A Deep Dive Into The Tools And Trends Shaping Business Strategies".

The article brings together insights from 20 marketing experts, including me, exploring current marketing tools, channels, and trends that businesses should either adopt or rethink.

My take on conversion rate optimization

In the article, I discuss the importance of prioritizing Conversion Rate Optimization (CRO) in our marketing strategies. At ION, we shifted our focus from paid campaign landing pages to optimizing our consolidated company website for conversions. The move was not just a tactical one; it was deeply strategic. By investing in an ongoing testing program, we've managed to improve the conversion rate of our new website. The result? We're on track to surpass our lead generation goals for 2023.

Why conversion rate optimisation matters

Conversion rate optimization is not a new concept, but its importance has grown manifold with the increasing competition online. Brands today cannot afford to lose visitors due to poor website experience or confusing customer journeys. That's why we decided to choose a CRO platform carefully and integrate it with our overall marketing strategy.

Key takeaways from other experts

The article features a multitude of insights from other industry leaders:

Kathy Sucich of Dimensional Insight explores the merits of shifting social media resources based on engagement metrics. Cord Himelstein from HALO talks about the diminishing returns of text messaging for B2B lead generation. Alyssa Kopelman of Healthline Media shares her success in leveraging LinkedIn for enhanced audience engagement. ... and many more.

Looking ahead

It's a challenging yet exciting time to be in marketing. Strategies that were effective a few years ago may no longer hold the same impact today. Adapting to these fast-paced changes is not optional; it's a necessity.

For all the marketing professionals out there who are keen on learning about the latest trends and tools shaping the industry, do check out this insightful article. And while you're there, remember to read contribution 19.

Read the full Forbes article here

Would you like to discuss any of these strategies in detail? Feel free to connect with me. Let's shape the future of marketing together!

Unlock the full potential of your intranet: Master intranet content strategy

If you've ever wondered about the key to fostering a more collaborative, informed, and engaged workforce, look no further than your company's intranet. An intranet can serve as the central nervous system of an organization, providing a platform for internal communications, resource sharing, and community building. However, crafting an effective intranet content strategy is not a one-size-fits-all operation. The best strategies are tailored to meet the unique needs of an organization's culture and workflow.

This is why I'm thrilled to share that I've contributed to a recently published article on Forbes, titled "15 Strategic Ways To Plan Your Company’s Intranet Content," where 15 experts, including myself, have offered comprehensive tips and insights for creating a successful intranet content strategy. From focusing on user experience to leveraging analytics, these strategies will not only streamline your internal communications but also boost employee engagement and knowledge sharing across the board.

Here are some highlights from the article:

User Experience is Key: An intranet should be more than just a data repository; it should offer an exceptional user experience, serving as the virtual water cooler for sharing critical information and ensuring business alignment.

Tailor Content for Early Adopters: Your intranet's success largely depends on how quickly employees engage with it. Target early adopters who can act as champions to get others on board. Adopt Smart Systems: Implement software tools that allow various ways to interact, comment, track, and view content. This not only makes the platform more engaging but also makes it easier to manage. Multi-Step Plans Work: Consider rolling out the intranet in phases. Start with one department and learn from its experience before expanding it company-wide.

Mimic Successful External Strategies: Just as you would market to customers, use proven external communication strategies to make the intranet engaging and useful.

Mix Business and Human Interest: Balance hard business news with softer human-interest stories to keep employees engaged and coming back for more.

Leverage Data and Analytics: Regularly review analytics and feedback to refine your content strategy, ensuring it meets the evolving needs of your workforce.

If you are involved in planning or managing your company's intranet, I highly recommend checking out the full article for a deeper dive into each of these strategies. These tips will help you develop a more effective, engaging, and useful intranet that supports both your organizational goals and your employees' needs.

Click here to read the full article and take your intranet content strategy to the next level.

Remember, an intranet is only as good as the content it provides and the ease with which it can be accessed. So invest the time and resources needed to make your intranet a vital part of your organizational success.

Looking forward to hearing your thoughts!

Making the most of a viral moment

An AI image of a group of young people happily engaged on their smartphones in response to a viral event. I created this using Alicent, ChatGPT, and Midjourney.

I am thrilled to share that I've been featured in a recent Forbes article, "15 Tips To Help Brands Make The Most Of A Social Post That Goes Viral" . In my contribution I focused on the critical importance of analyzing the elements that make a social media post go viral.

The power of analytics in a viral world

Going viral is every brand's dream, but what happens after?

The immediate aftermath of a viral post can be chaotic, yet this is the exact moment where a brand can make the most impact. While celebrating the win is crucial, your social media team should be able to pivot quickly to keep the momentum going. That's where analytics come in.

By digging deep into metrics and analyzing the viral factors, brands can not only understand what tickled the audience's fancy but also use this invaluable data to inform and improve future posts.

Essentially, we're talking about capturing lightning in a bottle—knowing why something went viral allows you to replicate those elements, so you can continue to engage your audience effectively.

Keeping the momentum

Analyzing the 'why' and 'how' behind a viral post is like being handed a cheat sheet. Was it the emotional element that got people talking? The humor? The novelty? Whatever it is, knowing helps you create a formula that can be used to inform future posts. This proactive approach ensures that you can capitalize on the viral moment in a way that offers long-term benefits, instead of just a temporary spike in likes or follows.

Actionable insights for long-term gains

Being quoted alongside a panel of experts underscores the point that turning a viral moment into a long-term strategy is multi-faceted. From "striking while the iron is hot" to "engaging with the post’s audience first," there's a treasure trove of insights to glean from the article.

Check out the full article here to dive deeper into these strategies and discover what industry leaders think about leveraging virality for brand success.

Whether your brand has experienced a viral moment or not, the insights from this article are valuable for anyone looking to enhance their social media strategy. After all, being prepared is half the battle. Cheers to capturing your viral moment and making the most of it!

The subtle art of media outreach: Lessons from mistakes

I recently had the honor of being featured in a Forbes article that tackled a topic dear to my heart – media outreach and the lessons we've learned from our mistakes. The article, titled "17 Comms Pros Share Lessons Learned From Media Outreach Mistakes," is a treasure trove of insights from seasoned professionals in the communications field.

For those of you who are just starting out in PR or even veterans looking for a refresher, this article is a must-read. It uncovers real-world mistakes and provides actionable advice on how to avoid these common pitfalls.

My two cents on the matter

I was quoted as Contributor 8, where I talked about the dangers of 'Pitching Indiscriminately'. As communication professionals, it's crucial to remember that journalists are not just 'receivers' of our messages. They are individuals with their own interests, beats, and audiences. Blasting your story to every journalist you can find is not just ineffective; it can also be counterproductive. A pitch that is irrelevant to a journalist is a surefire way to land your email in the 'ignore' pile and tarnish future interactions.

Instead, take time to understand the journalists you're reaching out to. What topics do they cover? What is their target audience? Is your story relevant to them? These questions aren't mere niceties; they are essential steps to building a mutually beneficial relationship with the media.

A goldmine of advice

Beyond my contribution, the article features numerous other gems:

The Importance of In-Market Research: Before you launch a PR campaign, make sure you understand the nuances of your target market. Preparation Is Key: Never underestimate the power of preparation. Whether it's a big media interview or a small blog post, doing your homework can make all the difference.

Personalization Over Generalization: A generic pitch is like white noise. Tailoring your message to a journalist’s specific beat or recent articles can significantly increase your chances of getting noticed. Understanding Journalists: Remember, the media is not a monolith. Understanding the needs and pressures of journalists can go a long way in making your outreach successful. Why It Matters

In an era where information is abundant but attention is scarce, knowing how to effectively communicate your message is vital. The lessons shared in this article are not just tips; they are foundational principles that can shape your PR strategy for the better.

If you haven't read the article yet, you can check it out here. Trust me; it's worth the read!

Setting the pace

"The pacing team isn't an accident. It's a choice." – Seth Godin

With my transition into a senior marketing leadership role, some things have become more precise and critical.

1. I do not have the 30 cycles that Mark Ritson speaks of for a marketer in their 20's Call to Action podcast(Episode 100). While I've already worked 20-plus cycles, I have 15 more to own and deliver.
2. Knowing the appalling state of implementation, delivery, structure and framework, efficiency, and approach across the industry as regularly reported in Marketing Week and [Marketing Professionals] (https://www.marketingprofs.com/cmp/stateofb2b/22report/sa/#), I do not have time to waste not to do this properly the first time.
3. I want to have an impact; that's one of the reasons why our in-house agency is called Impact, and we deliver results now. So, as per Seth Godin's Choosing your pacemaker, I must link myself to experienced and professional pacemakers.

I am pleased to have semi-regular arms-length access to Mark Ritson and the brilliant teams at Xeim in London. I am excited to return to Cannes for the Lions Festival in a few weeks.

Fortunately, I am a part of the Cannes Lions [CMO Accelerator programme] (https://www.canneslions.com/initiatives/cmos/cmo-accelerator-programme-2023) for senior marketers this year. I look forward to working with Jim Stengel, Suzanne Tosolini, Gary Vaynerchuk and the Cannes Lions education team.

The pace set by Mark, Jim, Suzanne, Gary, and Cannes Lions will be fast and just the speed I need to deliver results and make a positive Impact.

Is Marketing Creativity At Risk? Ask Generative AI

Once the stuff of sci-fi movies, in recent months artificial technology (AI) technology has morphed from a driving force behind operational automation and smart decision-making into a new domain that more widely influences human instinct, creativity and interpretation. It’s now firmly placed at the center of the conversation. Microsoft Head of AI Platforms Eric Boyd said (paywall) it’s “touching almost everything that’s out there,” and the mix of excitement and worry is palpable.

The buzz around generative tools, such as ChatGPT, DALL-E 2 and Writer AI (to name a few), has meant 2023 is a breakthrough year for the public understanding of artificial intelligence. With Microsoft investing $10 billion in ChatGPT-maker OpenAI and BuzzFeed’s stock surging after it announced plans to use this same technology to enhance its content, generative AI will clearly play a significant role going forward.

Machine learning is far from new. For years it’s been used in our industry to help tailor content to specific audiences that’s more engaging to our customers. It’s also used to analyze customer data to create customized messages that truly resonate with our audiences and identify patterns and trends from previous campaign data that can be used to improve future work. For example, last August Meta released Advantage+, which uses AI to generate multiple adverts to meet the objectives of the marketer. By running tests of potential ads, it selects which one it thinks will be most effective. One customer who implemented the tool saw a 20%-30% increase (paywall) in revenue earned from their advertising campaign versus other campaigns on Meta not run through this tool.

The sudden burst of interest is happening now because these generative AI models offer the general public a chance to see the potential up close in plain sight. As generative AI is increasingly used to produce ideas on tricky topics and enrich human creativity, the marketing industry needs to be ready to both embrace these new tools and understand their limitations.

Speed up originality and augment the creative process.

If you ask ChatGPT to create a list of ideas for a marketing campaign, the answers are generally bland and obvious. Even if you plug the words “unique” or “creative” into the question, the answer often fails to be either. However, seeing these standard, boring responses makes the process of creating something truly novel surprisingly easier, as it helps you eliminate the obvious. In a sense, generative AI can tell you what not to do.

The various possibilities it produces in seconds are another example of one of AI’s merits: It doesn’t moan about dull, repetitive tasks. It’s also unashamed to generate basic outputs that humans may not view as outside the box but are nonetheless useful. By using it to unpick the bad ideas from the good, we can use AI as a springboard toward original, inspired ideas. For anyone intimidated by a blank sheet of paper, AI can ease writer’s block when facing a tight deadline. As we know, it’s easier to edit something than to start from scratch.

This technology proves it’s the humans that have the vision, not the robots. Moving forward, high-level, truly valuable creativity will be the result of augmenting our processes with AI and maintaining emotion and human experience as the vital ingredients.

Be wary of hallucinations.

However, as the use of this technology grows, so does unwarranted confidence in the output. Yes, it is quick, but is it correct? Generative AI is only as good as its training data—which is almost two years out of date in the case of ChatGPT. As a result, generative AI is great at fabrication. This can be entirely harmless (and fun) when asking them to create a faux poem by Wordsworth or a fake painting by Rembrandt.

As Michael Wooldridge, director of foundational AI research at the Alan Turing Institute in London, commented, ChatGPT “doesn’t know what’s true or false. It doesn’t know about the world.” There’s a fundamental difference between generating answers and ideas and validating them. As its popularity rises, we must become more vigilant about its capacity to mislead. There is no getting around the need for fact-checking before you can put your faith in what the quick, obliging AI is telling you.

It’s still our job to look at the product and check if what we’re reading is true. Even ChatGPT’s prompt page warns “it may occasionally generate incorrect information.” It has no common sense—that’s where we come in. This necessity was seen recently when Google’s rival to ChatGPT, Bard AI, cost its parent company $100 billion in market value after it provided an incorrect answer in a promotional Twitter advert launching the product.

It’s a tool, not a replacement.

As Ethan Mollick of Wharton said, ChatGPT can be thought of as an “omniscient, eager-to-please intern who sometimes lies to you.” The conundrum of generative AI as it stands today is that it’s both hugely innovative and helps humans remain at the top of the pyramid. Slightly out-of-reach, unexpected ideas are the best side of the creative process—a side generative AI can’t yet reach.

Generative AI models are great to kick-start the imagination, to mine examples of what has been done before or to list industry conventions. We need to use AI as a foundation from which strategic and creative opportunities can grow.

The benefit for us marketers is its diversity. Generative AI can take in images, long-form text, emails, social media content, voice recordings and structured data. From this, it outputs new content, translations, sentiment analysis and summaries, among other forms of content. After these have been generated, they need to be carefully evaluated and edited by a human. These different elements can then form the building blocks of campaigns and applications in our industry—all produced far faster than if we started from scratch.

Undoubtedly there will come a time when these models create content that’s reliable, not just plausible. But until then, we need to use our professional experience to recognize AI’s shortcomings. Those who do so will be the most successful in putting this new kind of intelligence to work.

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Metadata: Originally published on Forbes.com on 11 April 2023.

Big Tech Trends for B2B Marketers to Leverage

B2B marketing is constantly changing with the introduction of new technologies. In 2023, staying updated with martech trends is crucial for businesses to stand out and engage with their audience. In my latest Forbes Communications Council Exper Panel there are some great suggestions leveraging emerging tech trends for effective marketing campaigns and achieving marketing goals.

You can read the Expert Panel I am on at Forbes.