Zest had the pleasure of attending the B2B Marketing Expo at London’s ExCel Centre last week. With a lineup of marketing specialists and keynote speakers across the schedule there were many insightful ideas and intriguing strategies to be heard. Eighty of the industry’s most recognised companies got involved, including the IDM, Google and Digital Doughnut. The seminars and lectures were packed with great bite-sized tips that would give any Marketer the tools they need to elevate their campaigns and profiles to the next level.

Amongst all the discussions and analysis of emerging trends content marketing remained one of the hot topics.

Here were our three key takeaways from the day:

1. Let your brand do the talking

To establish a reputation and build trust, companies should always have consistent but transparent values across all of its content and communications. Customers need to believe in a brand, so that they come to you instead of you going to them.

2. Sell a story

Give your content a narrative, so that it can be relatable and give your brand a character. Stories and personalities are what people remember, even when they forget who told it.

3. Build relationships

Don’t use content only to make sales. People don’t like to be talked at, they want to be entertained, educated and inspired. Building personal connections with your target audience will encourage engagement and will ultimately increase website traffic.

Our verdict is that the B2B Marketing Expo is a recommended event for any marketers who are looking to find out the latest educational content and networking opportunities.