Last Wednesday evening we hosted the very first Learn Inbound Event. We were absolutely thrilled to welcome a full house of inbound marketers to the Digital Hub. The inbound revolution is most definitely here and we are delighted to be part of it. We would like to give a BIG thank you to the Digital Hub for the venue. And another BIG hat tip and thank you to our sponsors Moz, SEMrush, Buzzsumo and the IAA
Literally without you kind folk the night would not have been possible. So thank you all! I’ve been tasked with giving a run down of the event. Condensing the information bonanza that was Learn Inbound into one blog post has been near impossible! To make things easier I’ve included embeds of each presentation and I’ve just included 4 key takeaways from each speaker. So here goes…
Matt’s 4 Big Takeaways
- Know the metrics
Matt told us to keep our goals focused and measurable. Try to avoid setting objectives that are not matched to metrics. Matt also alluded to how content marketing should be measured by multiple metrics. This is because content sits in the middle of marketing channels as the core component.
- Strategy is research & application
Matt walked us through his real world process for developing content marketing strategies. To say this was insightful is an understatement! He explained, “strategy is half research and half practical application.’ When Matt talks research he talks Sistine Chapel detail research. So don’t skimp on detail. Then use your research to create great content.
- Content idea before content form
Matt explained many companies get hung up on the form of content before they get the idea of the content down. (E.g ‘Let’s create another infographic!’). This he elaborated is a big mistake. He suggested the idea of the content is the crucial part. The idea is what will really engage people. So focus on the idea, not the form! He also advised that one content idea could be used across multiple forms. E.g. turning a blog post into an inforgraphic and video as well.
- Build a content team
A big concept Matt let us in on was that the distribution route of content is as important as the content itself. He suggested working with writers who already had a following and reach in the content areas you want to target. This enables companies who adopt this approach to have access to great writers and a strong following in their markets. This is something that allows fast scalability for SMEs and start-ups.
Stephen’s 4 Big Takeaways
- SMES can compete on expertise
Stephen opened explaining the 3 core factors of Google search guidelines were expertise, authority and trust. He explained for SMEs it’s pretty hard to compete on authority and trust, but there is an opportunity to compete on expertise.
Stephen believed it’s a lot easier for SMEs to gain and use expertise as they are quite often dealing directly with customers’ questions and queries. This is in contrast to larger companies who are often far removed from customers and often even their own sales team. As Stephen described ‘Big organisations are like groups of SMES that all hate each other!’
- Answer the question
The idea seems simple, but how often do marketers get this wrong? A lot, according to Stephen. He was able to explain how big brands like the AA were suffering in ranking from not answering simple customer questions.
He pointed out time to long click as a key ranking factor in Google search. So make sure you create content that answers customers’ questions. A great tip he gave to make time to click longer was if you were unsure why users landed on your site, ask them what they want.
- Inverted triangle
Stephen introduced a really interesting journalism technique of the inverted triangle. The idea behind this is that you should answer the reader’s question in the title and first paragraph. Don’t set the scene…Answer the question at the start and in the title.
- Don’t chase keywords. Help people.
A hilarious example Stephen gave us was that people don’t walk into banks and shout ‘credit cards!’ So why should a web page solely target one keyword like “credit cards’. He suggested content writers should seek to create an experience that is like a two-way conversation. Build content around topics not just keywords.
This he advised can be achieved by looking at keyword planner, keyword trends and conducting trend analysis for ideas. Then look at answering 30 questions around a particular topic.
Aleyda’s 4 Big Takeaways
- Take advantage of being a small and new
Aleyda explained being a small company or a start-up is often an advantage in SEO. This is because on a smaller site it’s quicker and easier to do simple audits, implement quality content management systems and make the site multi-device ready. Often large organisations are trapped to legacy platforms. SMEs or start-ups can implement change much faster.
- Execute Content Fast
Bigger organisations struggle to execute fast, so Aleyda suggests being exceptional content executors. How? She suggests starting with keyword research, map this research to your customer’s journey, and then define customer personas. Ensure each piece of content is optimised perfectly. Then publish and repeat!
- Go Local
Alayda pointed out SMEs need to take advantage of local search. She elaborated this can be easily achieved by creating a presence on Google My Business and recognised directories (Yelp & Yellow Pages). She explained this is just a start though. She advises SME owners should audit their full local ecosystem and use sites that are relevant to their markets. Local search site audits should also be undertaken.
- Get Social
Finally, Aleyda told us getting social is key for SMEs’ success. She recommended SMEs get social by identifying relevant communities and influencers in their market, tracking competitors and making sure all their content is shareable. She said also not to be afraid to check out forums to find ideas and share content.
And that’s a wrap! I hope you enjoyed my run down of the 12 key takeaways from Learn Inbound. Do you think I missed something? If so, please let us know in the comment section below.
Thanks to Barry Adam’s for his review of the event also. We love hearing feedback so please keep it coming. Finally keep your eyes on your inbox, as we will soon be sending out the information about our upcoming April inbound marketing event.