We are exhibiting at the Digital Marketing Show today and tomorrow (stand B66). I'm going to try and report here on some of the talks I've attended.

The Passle stand happens to be next to the Content Hub, which is where our CMO Connor Kinnear will be speaking tomorrow at 11.10am.

It's definitely one of the most popular theatres here with standing room only so far, and the first talk of the day, Ben Harper's 'Winning at Content & Social By Using Data' gave me a particular nugget to ponder:

'Don't just stick to a campaign because you like it'

It's an essential thing to remember. We all get attached to particular ideas and concepts. In writing we call letting go of these 'murdering your darlings'. It means that you've become blinded by your darlings and cannot see that it's letting your writing, or your campaign down.

In other words, data, and testing in general, should allow you to edit your content, and know when to let go of one that isn't performing.