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'Understanding content in the grown up digital era'

Content permeates each level of every business, but its sheer volume and depth can create as many problems as solutions and strategic content marketing expert Justin Kirby, author and VP of Tenthwave Digital will unpeel its many layers to help dealers form a clear-cut vision for their content strategy when he speaks at AM’s Digital Dealer conference.

One of the most popular events on AM’s calendar, the Digital Dealer Conference takes place on 15th September at Silverstone and focuses on content, analytics and data and the customer experience both online and in-store.

Kirby said: “Understanding some of the complications surrounding content in general are crucial, but the problem is; content is all-encompassing, it exists in every nook and cranny of your business so it can be overwhelming. In addition, every other business is using the same platforms and format both in terms of the type of content they create and the way it is distributed.”

Developing and implementing a content strategy with clearly defined business objectives helps businesses focus their energies in the areas most likely to net results.

He added: “Many businesses fail to join the dots and don’t take a close enough look at the competition. By competitors, it doesn’t necessarily mean traditional competition, but any business which is providing a better experience for the customer. Taking a look at hotel chains or DIY or white goods stores with an analytical eye can provide insight which can be applied to any retail business model.”

Kirby’s presentation will be peppered with examples from a wide variety of industries and the world of retail as well as demystifying terms such as ‘native advertising’ and ‘user generated content’ and focusing on content in its entirety.

“Asking ‘what is the business problem we are trying to solve?’ provides a good starting point for developing a content strategy which is workable and achievable.  Too often content is created with the goal of sharing and with little thought to the required action which should follow. Should a business be engaging with customers for its own sake or should it be selling cars? Creating content should not be undertaken for the sake of it or because it is what everyone else is doing.  Understanding the customer decision-making journey and tailoring your content to help them make their decision has a clear objective and is much more likely to influence a sale or a service booking and that’s where dealers need to focus their attention.”

Tickets are only available to dealers and vehicle manufacturers. To book, please contact Emma-Louise Kinnaird on 01733 395133, email or visit

Suppliers wishing to exhibit please email or call 01733 366467.

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