some of some really core things like going out,
meeting people, making connections,
coming to events like this one, meeting strangers.
You know, you can't do marketing just sat in a room,
hunched over a keyboard with a bunch of ninjas,
you know, growth hacking LinkedIn.
Yeah, that has its place, but it's not just that.
There's other stuff that you have to do to go with it.
And what I was trying to talk about yesterday
is how you can balance those two things.
And the art form today, and it might not be that next year
but the art form today is knowing,
let's say I've got $1,000 in marketing budget
to spend on something, do I spend it on a flight
to go meet person to make the one connection that I need?
Or do I put it behind a piece of content marketing?
And just from my own experience,
knowing which situation to do which in,
I mean, a lot of the answer is actually,
you negotiate with the airline
to get yourself a better price,
or you run a test with your content.
So later when you put the full money behind it,
you know that it's gonna have an impact.
Of course, I'm simplifying the situation a bit, but.
Or you do a joint piece of content with the airline
that gives you a free flight ticket and they see.
Yeah, I mean, yeah,
you get creative is definitely an answer,
but also that won't work every time.
So my airline will turn around to you and go,
no, thanks.
So yeah, knowing when to use your gut,
when to use analytics,
when you get an opportunity that you've got
out of that old school approach of meeting someone
and making a connection with them,
when you've got that,
then using the tools of things like LinkedIn,
Pinterest, Optimize,
all of these different things that you have,
using that to get yourself a monetary value,
put real useful data behind the work that you're doing.
So you can go into a meeting with your boss and say,
hey boss, this was worth this much.
This justifies the activity,
justifies the salary that we spend on this person,
and I wanna do more of it.
And then your boss is really happy
because he or she can then go,
okay, fine, well, if you gotta do more.
So that's what I was talking about yesterday.
So you just told me before we started here
that you also have,
you came out of a background of content marketing.
Now you're evangelizing,
which you could also call content marketing
to a certain extent,
you're at least delivering value to people from stage.
But looking at content marketing,
what do you see as trends in that space?
And of course that becomes more online and digital.
So yeah, I mean,
I came from a background of content full stop.
I wouldn't like to say it was specifically
content marketing,
but in the job that I do now,
I work very closely with our content marketing team.
We have a fabulous content marketing team at Prezi
and they've really taken that to a level
that it wasn't at when I was doing it by myself
or with limited help.
The trends that I see,
it's all about the moving of knowledge
and the dispersion of knowledge
from one person to the other.
So, establishing yourself as an authority,
but also you have to have good quality content
because okay, you've got that knowledge,
you've established that you've got that knowledge,
but you then have to get it over to people
in a way that's fun, engaging,
quick, easy that they want to get back.
So I think that's been the trend for a while
and I think that still continues.
It's, you have to establish
that you know what you're talking about.
You give yourself a reputation
and there's a lot of ways to do that.
And then you have to produce content
on the back of that reputation
and reinforced by that reputation
that's fun and engaging
and that people will come back to
and you know, continue that positive cycle
because if you've got great quality content,
people will endorse you as someone
who has a valid reputation.
So we're also standing here
and we are video marketing platform
and we're standing here on video
and the stage is being live streamed and so on.
So what would you say that the power of video
can do for brains?
Video is huge.
Like you said, I come from a content background
so for a while when I first joined Prezi
and we were a small company,
I mean we're still relatively small
but when we were even smaller,
I was working with a small team
on the videos that we produce
for learning how to do a presentation.
Those videos are invaluable.
People digesting in videos.
We had a speaker on stage yesterday
who was talking about Snapchat marketing
and also the guy from Facebook
who was telling us that everything is far easily,
more easily digestible in a video or a picture form.
So as a video is essentially moving pictures,
then it's also invaluable as a tool
for getting notice, getting your message across,
people learning.
Every device that's on the market now
and every software that you have
is optimized for video and getting video to play.
So yeah, I mean video is huge
and if you don't have a video strategy
and a videographer, then go out and get yourself one really.
So I think that we're already down to some suggestions here.
So the first suggestion was here to go out
and get you a videographer or a video guy or video girl.
Do you have any other good suggestions here
as a last point for marketers out there,
both offline and online?
I would say, actually I had a long conversation
with my boss about this last night.
I would say get yourself in a position
where you can stay on top of things,
whether it be online and offline.
Invest time in setting yourself up.
So I mean, I always use the example of emails.
Yeah, there's tools out there
which help you do email better
or look to reduce the amount of emails
but you like it or not,
you're gonna spend quite a lot of time in your inbox,
at least for the moment.
Next year that could change,
but you're gonna spend a lot of time in your inbox.
So take the time to make sure that your inbox
is delivering you the messages you want it to deliver,
the ones that you need to read are coming to the top.
It's simple, right?
You set yourself the right filters at the right time
but it's also really important to have those things
so that you can optimize the time you have
because if you're working in the startup community
or tech or online marketing,
there's always more that you could be doing, always.
I mean, that's the wonderful thing
about the industry that we work in,
there's always more projects to do than can be done.
New tools to use.
Yeah, new tools to use, new people to reach out to,
new ideas to explore.
So that means that you can't do everything
so time becomes your most valuable resource.
So invest some time upfront in making sure
that the messages that reach you,
and it doesn't have to be email,
it can be text or whatever,
making sure that video, whatever it is,
making sure that the stuff that reaches you
is the stuff that should be reaching you
and is the most valuable to you
and the stuff that perhaps you don't need to see,
you can push to the back of your queue.
