w00tonomy’s Content Marketing Director has continued his relentless self-promotion with an appearance on BBC Scotland’s ‘Politics Show’.

He was talking about the future of Scotland’s indigenous newspapers. 

Unsurprisingly, the former editor of scotsman.com (when it was good) emphasised the importance of targeting quality content at key audiences who would find it of value.

As well as taking part in a live panel discussion, he was interviewed while attending the Scottish Government’s recent summit on newspapers.

In that vein, he was also quoted in the Sunday Herald on the recent change of editors at The Scotsman.

The panel, Mike Coulter, Eliza Dashwood, Scott Howard and me, were led by John Campbell up a spiral staircase to the lurking audience as the theme from Rocky blared out from loudspeakers. (Might have been the music from Question Time but I’m not sure, having been mixing my own brand “Leith rosé” from the drinks cabinet.)

The standard of debate was very high and I think the audience of 30 marketing types were interested, judging by the fact that the stayed put instead of stampeding for the exit.

Needless to say, I emphasised the centrality of online content to the future of marketing. Aside from a lively debate about whether what was happening online now was the biggest upheaval we’d ever see, the panel agreed on some key points:

• Digital agencies need to give better service to clients, learning from their “offline” antecedents.
• The agencies of the future need to be nimble so they can, in Mike’s memorable phrase, “dance on the waterbed” that is the changing landscape.
• The barriers between marketing, advertising, PR and SEO are shifting.
• Analysis and measurability are key, especially in these straitened times.
• Content is crucial (yay!).
• The users are in charge in a way we’ve never seen before.
• The iPhone means incredible things for the mobile market.

We all agreed that that last point is an entire discussion on its own.

EDIT: The Drum has a write-up of the event.  (Registration required)