BUSINESSES can learn for free the key lessons from a conference that drew some of the top marketing professionals to Bournemouth.

The You Are the Media Summer Tour is taking the key themes from the You Are the Media Conference “on the road”.

An event at Merley House on July 12 is full up, but another at Kingston Maurward on Wednesday, July 18, has places available.

Places are free thanks to backing from Dorset Growth Hub.

The conference in May discussed how businesses can build a loyal audience through online content, with a line-up of speakers including American marketing expert Mark Schaefer.

Organiser Mark Masters, of the ID Group, said: “The biggest thing to stop us creating is fear. By creating, I mean having something to say that aligns with our businesses that is more than broadcasting our own virtues.

“We can create value for other people in a host of channels that had such a high cost association a few years ago. If you can find a rhythm within a channel that caters for written, audio or video, by being consistent you stand a better chance of building an audience and people who will stay – and more importantly buy from you.

“We do things that are too easy, such as giving money to Facebook to promote our businesses on the noun battleground that is Google.

“I want people to take away the fear that they have to look for perfection and find their space so they become the media.

“Having the ability to create and build an audience where you continually direct the conversation is one of the most empowering elements of business today.”