Conductor C3 2017 Recap: 10 Things We Learned
The 451 Marketing team rolled pretty deep to the C3 conference in New York 2 weeks ago, maybe you were there and stopped by our hot sauce tasting, or our bloody mary bar. Or, maybe you heard through the grapevine how much of a good time we all had and you’re pretty bummed you weren’t there. Either way, here’s a little recap of what we learned from some of the industry leaders in the Digital Marketing space. We have taken these lessons to heart since we left New York, and we think you’ll find them valuable as well!
1.) Story telling will never go away – Humans will always be interested in stories
The only thing that will change is the form in how story is delivered, and Andy Goldberg, Chief Creative Officer of GE, say it’s our job to make sure that the story is delivered in a new way that’s fresh and inviting. He talked about how a traditionally mechanical company like GE is changing people’s minds on how they can be a player in the creative and digital space, it just depends how you tell them the story. A great way to tell interesting stories is with data. Storytelling with data gets you noticed on the web. Adam Singer of Google says that data visualization helps enhance stories internally to top level executives and to external users on the web. However, be careful not to over-present data in a visualization, sometimes your creators know too much.
Any random person in the industry should be able to look at your chart or infographic and be able to read the story from the data.
2.) Our future will be controlled by our robot overlords (or chatbots)
Dharmesh Shah, Founder and CTO of Hubspot gave a brief look into our future, and it involves a lot of robots, but don’t worry, not like Westworld. He says that in a few years, people won’t be building websites for marketing purposes, they’ll be building chatbots to help their visitors find the information they’re looking for immediately. Using chatbots in the future will help humans utilize their time better, so we can enjoying doing more things we love, like being creative.
3.) We should stop trying to predict ranking factors, because again, machines rule everything
As Search Marketers, we should stop trying to predict what the next big ranking algorithm update will be to stay ahead of the curve. Rankbrain has become an ever present force behind Google rankings, that it’s essentially useless to try and understand what’s going on, because even the people at Google don’t really get it. Instead, according to Wil Reynolds of Seer Interactive, we should start making sure we are optimizing for the customer and making sure we really understand their needs and their thought processes. Providing useful and engaging content will help your site in the long run, no matter what new updates there are.