Please can you introduce yourself and provide a brief history of your digital marketing journey?
Hello! I’m Inga Batur, currently serving as the Head of Content Marketing at Zavarovalnica Triglav, an insurance company. My journey in digital marketing began as a content writer and Social Media manager for the same organization. Simultaneously, I ran my own family travel blog and contributed content to various platforms, including the Huffington Post.
What aspects of the ‘Less Content, More Impact?’ session at DMWF Global on the 25-26 June 2024, are you most excited about as a speaker?
As a speaker, I’m particularly excited about gaining insight into how my fellow panelists deal with our topic ‘Less Content, More Impact?’ It might sound straightforward, just don’t do it, it isn’t. SEO demands new content, so do the upcoming marketing and sales campaigns … I often get caught up in creating more, quickly moving to the next and not really spending enough time and effort to achieve maximum impact. I am curious to know what they do to get out of that loop? And I’ll be happy to share my answer – which is of course a work in progress.
Which project from the past year stands out as your proudest achievement?
One of my proudest achievements from the past year involves discovering new channels for distributing our existing content. While email marketing isn’t new, we realized its untapped potential. Our sales email campaigns were already effective for lead nurturing and conversions.
We decided to repurpose some of our high-performing content within these email campaigns. This allowed us to engage with our existing leads and customers in a more meaningful way.
Remember, it’s not just about creating content; it’s about delivering it effectively.
What marketing advancement and trend are you most enthusiastic about in the digital marketing landscape?
I am enthusiastic about the advantages of different AI tools. However, my focus isn’t on creating copious amounts of content (remember, less content, more impact!). Instead, I appreciate how AI assists me in overcoming the initial hurdle of starting content creation. By having to provide concise prompts, AI allows me to dive into the creative process without staring at a blank page. Additionally, I’m keen on exploring AI’s potential in areas like image and video creation, as well as its use in chatbots. We hope to use AI to create tailored made content, allowing readers to search for exactly the information they need.
What single piece of advice would you give to a friend working in the digital marketing space?
To my fellow digital marketers, I’d say: Be prepared to learn continuously. As Aristotle wisely stated, “The more you know, the more you realize you don’t know.” Embrace curiosity and stay open to new knowledge—it’s a dynamic field!
Lastly, could you share what is your favourite marketing campaign and why it resonates with you?
The Heinz A.I. Ketchup campaign resonated with me. Heinz gave the advanced image generator DALL-E 2 ketchup image prompts. A lot of results looked like the famous Heinz ketchup bottle. As a devoted fan of Heinz ketchup, I appreciated that the AI’s perception aligned with mine. If asked to describe ketchup, I’d likely give a similar answer. It highlighted that AI isn’t foreign; it thinks like us. Heinz’s willingness to embrace the new trend impressed me. They turned the best AI-generated ketchup images into ads. As marketers, we should similarly explore and play with emerging technologies.
Don’t miss Inga at DMWF Global on Panel: Less Content, More Impact? at London Olympia on 25-26 June. Secure your pass now by clicking here and we will see you there!
