Trends

Content Marketing Conferences to Attend in 2020
1024 682 Jane Hunt

Marketing Conferences to attend in 2020

After a positive experience at MozCon 2020 last month, it is time to look at other conferences – virtual and in real life – that the year 2020 has to offer. Many conferences have been cancelled or postponed but there is still plenty of choice.

As experts in digital PR and outreach those talks are the ones we prefer, but we are taking a look at other marketing areas such as SEO, content marketing, advertising, social media and analytics too.

Here’s what marketers can look forward to for the remainder of this year:

Social Media: Social Media Marketing Festival

September 1st to 3rd

Passes start at £99

Fully Virtual

This conference is aimed at any social media marketer. During Social Day, there will be talks about Instagram, TikTok, Facebook Ads, Influencer marketing and social listening. There will be networking opportunities at this virtual event to discuss latest trends and updated in social media. Ticket prices start from £99.

All-round Marketing: Inbound

September 22nd to 23rd

Free tickets available

Fully virtual

This conference offers something for everyone in marketing with talks about SEO, content, customer success, social media and analytics. There are still Starter Passes available for free, Powerhouse Passes are priced at $89 and provide full access.

Digital Analytics: Measure Camp

September 26th

Free to attend (limited availability)

London

Measure Camp is a London-based conference about anything related to analytics and measuring success. It is labelled as “unconference” because there is no agenda. It is decided on the day and talks will be held by fellow attendees. There will be training workshops on Friday 20th September. Tickets are available for free but are issued in batches and limited to 3 attendees per company. The next release will be on 15th August at 8pm.

SEO: BrightonSEO

October 1st to 2nd

Passes start at £235

Brighton, UK

After this must-go conference for any SEO in the UK had been cancelled in April due to COVID-19, it is now planned for October. Tickets remain valid, any new ticket can be purchased for £235, but the price will increase on 18th September. JBH’s co-founder Jane Hunt will be speaking about digital marketing at the next BrightonSEO conference.

All-round marketing: Festival of Marketing

October 5th to 9th

Early bird tickets for £199

Fully Virtual

FoM is going virtual in 2020 and will cover several aspects of marketing and branding from client relationships to lead generation, customer journeys, market research and data-driven strategies. Early bird tickets are still available for £199, the price will go up to £249. If you buy 5 tickets, it will be £149 per person.

Advertising: Advertising Week

September 29th to October 8th

Delegate Passes for £99

Fully Virtual

Advertising week has gone fully virtual this year with talks from different angles: academic, technology, marketing, brands, creative and more. If you buy 2 passes, the third one is free with access to all sessions, masterclasses and networking.

User-experience: UX Camp Brighton

October 10th

Awaiting next ticket release

Hove (near Brighton, UK)

UX Camp Brighton is an unconference and a non-profit event run by volunteers. Sessions will be held by attendees. It covers UX and design topics including product design, user research and information architecture. The conference had been postponed from March to October due to COVID-19 and tickets remain valid. More tickets might be released soon.

All-round marketing: PubCon Pro Las Vegas

October 12th to 15th

Passes start at $149

Fully Virtual

This all-round marketing conference is one of the most popular ones and this year, it will be available as a virtual event. You won’t have to fly to Las Vegas to attend PubCon Pro. If you only want to watch the video recordings, you can get access for $149. Full access to sessions, exhibit hall and events are included in the gold pass starting at $199. Prices will increase on September 1st.

Content Marketing: Content Marketing World

October 13th to 16th

Passes start at $699

Fully virtual

In over 100 sessions, workshops and forums, every aspect of content marketing will be covered. from storytelling to email marketing, in-house or agency side to tips and tricks for better collaboration with other teams. There are 3 different access passes available from $699 to $999.

Social Media: Social Media Week London

October 21st to 22nd

Ticket prices TBC

London, UK

With more than 200 speakers, every aspect of social media marketing will be explored during Social Media Week. The main themes for 2020 focus on what it means to take a human-first and experience-driven approach to marketing and will cover everything from content creation to measurement and monetization. Tickets have not been released yet, but you can register your interest.

B2B Marketing: MarketingProfs B2B Forum

November 4th to 5th

Passes for $595

Fully virtual

This conference is aimed at B2B marketing with more than 40 talks from industry experts. The ticket price includes a one-year Pro Subscription and provides access to all training materials by Marketing Profs.

Product Marketing: Product Marketing Summit

December 2nd to 3rd

Passes start at £795

London, UK

The Product Marketing Summit is the conference for Product Marketing Managers all around the world. The London conference will be held on 2nd and 3rd December 2020, further summits will be held across the USA, Australia and Europe in 2021. Early bird tickets are available until the end of September and start at £795.

1024 682 Rebecca Moss

Going Virtual: MozCon 2020

The year 2020 has been an interesting one so far, to say at least. Being in lockdown under the constant threat of a virus has certainly changed our lives. Although we were not able to travel and spend our time with the things we usually do, it is not all bad.

Many things have been taken online: zoom calls are the new meeting format, sports classes are delivered to your living room, quizzes and online games are the new Friday socials and SEO conferences that usually come with a high entry barrier are suddenly easily accessible. Ticket prices have been reduced to a tenth of their usual price (if it was $1000 before, it is now $100), big budget items such as flights and accommodation have been removed from the equation and you can access the talks and virtual networking rooms from the comfort of your sofa.

Mozcon Virtual poster

MozCon Virtual 2020

In that context MozCon, one of the most popular SEO conferences and almost a must for everybody who is serious about SEO, has been taken to the virtual world and took place over two days on 14th and 15th July. The tickets were affordable, we did not have to book a flight to Seattle and the time difference between London and the USA worked in our favour so that we didn’t even have to take a day off. We could sit down on the sofa and attend the talks from 5 p.m. onwards.

There was a little downside to it though: The technical set up did not quite work out on the first day and many people around the world had a hard time accessing the conference platform. The Facebook group was very busy at that time. Fortunately, those issues were resolved within the first hour of MozCon and we were all able to listen to the wisdom of industry leaders such as Dr. Pete Meyers, Rob Ousbey, Britney Muller and Brian Dean.

At JBH, we have a particular interest in all things digital PR and we got our key takeaways in the talks by Shannon McGuirk, Phil Nottingham and Brian Dean.

Shannon McGuirk: Great Expectations: The Truth About Digital PR Campaigns

In her talk, Shannon was looking back at many years of digital PR experience. One thing has become obvious to her over the years: PRs tweet a lot about their successes, about those campaigns that go viral, get massive coverage and links. But what about those campaigns that do not go viral? Those campaigns might just deliver average results or even fail. Nobody likes to talk about these, but they exist.

Shannon has split her campaigns into three performance sectors: huge wins, steady performers and huge fails. In between the two “huge” campaigns, we find steadiness – those campaigns that perform well, bring consistent results and long-term wins. Those should be celebrated too.

Screenshot from the talk by Shannon McGuirk at MozCon 2020

For the audience to learn something, Shannon shared some of the campaigns that failed including the reasons. We could summarize those as follows:

  • If there is a significant political event (such as the US presidential elections), journalists are not interested in other topics.
  • Be very thorough in your Q&A process to avoid spelling mistakes such as “Honk Kong” on a map.
  • Less complex campaigns have higher chances of success.
  • A campaign does not need to go viral to be considered a success.
  • Campaigns with multiple angles work well. (Refer to our steps to a successful backlink campaign to find out more!)
  • Consistency and steady performance are more important than one huge success.

Phil Nottingham: How to Build a Global Brand Without a Global Budget

The talk presented by Phil Nottingham focused on brand building and we understand if at first, the connection to digital PR might be a bit blurry. Whereas traditional PR aimed at brand building and visibility, digital PR focuses more on coverage and links – but why should these two be mutually exclusive if they can go well together? And having a strong brand will certainly make it easier to get that coverage rolling in for your digital PR campaigns.

What this talk though really was about are the metrics you look at and the audience you target. The example Phil used was taken from the area of video marketing. The links we care about in digital PR, are the views of the video marketing strategist. But what constitutes a view? Does this user really watch the whole video? Where do they jump off? And more importantly: Do they turn into customers and buy your product? As digital PRs, we could ask similar questions about the coverage we get, and we should start thinking about that. Phil has put it in different words: You got an impression (maybe even a click), but are they impressed?

Screenshot of the talk by Phil Nottingham at MozCon 2020

Brian Dean: How to Promote Your Content Like a Boss

He almost is a god in the world of SEO: Brian Dean of Backlinko and after following his blogs for years and watching his talk at MozCon 2020, we know why.

Content creation, blogs and websites in general are nowadays a lot more tangible for many people. 20 years ago, you must have had some serious skills if you had your own website. Now, it only is a matter of seconds and you get it up and running without any technical knowledge. This makes content creation a lot more competitive and even if you are creating something outstanding, it could easily happen, that nobody ever sees it. Brian’s golden ratio is equivalent to the old 80/20 rule: 20% of your time is creating content, 80% is promoting it.

Screenshot of the talk by Brian Dean at MozCon 2020

These are his tips to get the promotion right:

  • Find out which type of content attracts links in your industry, reverse engineer the process and take those learnings into your own campaigns.
  • Use social media appropriately, i.e. find out which channel works for you and your industry and how these channels work.
  • Do not send generic outreach emails.
  • Contact journalists and build relationships before you publish the content to assess their interest.
  • Use retargeting on social media.
  • Try Reddit for distribution.
  • Add a “Click to tweet” link.
  • The old-style newsletter still works!

Virtual or in real life?

MozCon 2020 was a unique experience and we are glad we attended this online conference when we had the chance. We learned a lot and it was an affordable experience. (We even got some ironing done whilst learning more about SEO and digital PR.)

Taking one of the biggest conferences in the industry has certainly made knowledge more accessible for SEOs around the world. The only part that could not replace the real-life experience was the networking and the discussions. But we cannot have it all. MozCon 2020 was a success and we are already looking forward to more virtual conferences.

860 450 JBH

Super Bowl Ad Spending: Is it Worth it?

One of the greatest sporting events on the planet, the Super Bowl brings in 110 million viewers every year – as well as billions in consumer spending.

Back in 1967, the total ad spending for Super Bowl I was around $7 million. 51 years later, total investment stands at a record-breaking $2.042 billion.

The Big Game is big business. But just how much are brands spending on Super Bowl advertising? What’s their ROI? And is the expense worth it?

We take a closer look at Super Bowl ad spending and replay some classic commercial touchdowns and fumbles.