10 Lessons I Learned At InboundCon
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Transcript of 10 Lessons I Learned At InboundCon
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Canada’s 1st Inbound Marketing Conference
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Before someone else does
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The type of keywords
used on a page should
indicate the type of call-
to-action on that page.
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A search term like
“Content Marketing” doesn’t
necessarily indicate that the
searcher is looking for marketing
services, it just indicates that they
want to learn more information.
Example
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So, a “Buy Now” button is
inappropriate. Instead, they should
see call-to-actions like
“Read more” or “Download ebook”.
Example
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Divide keyword list into:
1. Broad match – information
gathering (learning phase)
2. Phrase match – have an idea for
what they are searching for
3. Exact match – know exactly what
they are searching for
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When developing a content
strategy, ask yourself:
•Who am I trying to reach?
•What are my objectives?
•How can I engage my audience in this content?
•What does this audience want to see?
•How do we get that type of content to this
audience?
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Lovable and useful
content is shared.
Content made for ranking
purposes is ignored.
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Otherwise, money is wasted on
directing visitors to something
that’s not related to what
you’re advertising.
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Listen to what people want,
then deliver exactly that.
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If advertisers spent the
same amount of money on
improving their products
as they do on advertising
then they wouldn't have to
advertise them.
“
” -Will Rogers
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It’s about smart marketing.
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If you have more money
than brains, focus on
outbound marketing. If
you have more brains
than money, focus on
inbound marketing.
“
” - Guy Kawasaki
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Campaigns are short-term and
only deliver a short-term benefit.
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Strategy helps your company form
long-term habits that have a
greater impact than campaigns.
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Big ideas are often not implemented.
Small ideas have a larger
overall impact as these can be
implemented faster.
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Were you at
InboundCon?
If so, add what you found beneficial in
the comments section below.
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Connect with me:
Twitter: @wogandavid
LinkedIn: David Wogan