Why should you attend a marketing conference?

This summer I’m going to be speaking at TCMA 2016, the UK’s leading content marketing conference.

Over two days at the beginning of June, it’s an opportunity to learn from some of the world’s leading thinkers and practitioners in the content marketing space.


Many people reading this post will be wondering exactly what content marketing is. You’ve seen and heard me talking about it on here, over on facebook and twitter, and increasingly on snapchat.

But what exactly is content marketing and why should you care?

Here’s what they say over at the Content Marketing Institute

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It’s an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more informed. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

And they do. Content marketing is being used by some of the greatest marketing organisations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

Make sense?

So when my good friend Chris Marr asked me to be one of the speakers at this year’s conference, I jumped at the chance. You see, over the past six months since we really started to grow our company, Ashton McGill, we’ve embraced content marketing. We’ve been consistently creating content that helps our audience to better understand what we do and what the wider worlds of customer experience and service design mean.

And it’s paying off. Big style.

So if you’re in business, or you work for a business, and you have customers, then you need to pay attention to this. Seriously.

I still see so many businesses practising interruption marketing. They think that by cold-calling, or spamming me with email or more ‘traditional’ printed stuff, that I’m going to want to buy from them. Really??? That’s a sure-fire way to make sure that I NEVER do business with you.

So here’s the thing. Most of your competitors are still doing this. They don’t know any better. This is your chance to stand apart from the competition and win the trust of the marketplace. In a world where customers don’t expect businesses to meet their expectations, let alone exceed them, that’s a powerful place to be and it pays dividends.


Then here’s what you need to do. Visit the TCMA website and Register for the conference. I have an exclusive VIP discount code that will give 20% off the ticket price for the first ten people to email me at alasdair@ashtonmcgill.com

TCMA 2016 is going to be an amazing, inspiring, couple of days, in a fabulous venue. I hope that I’m going to see you there.

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