These are the lessons I learned at Canada's 1st inbound marketing conference on 14th September 2013, organized by Powered by Search. Enjoy! http://inboundcon.com/

1. Canada’s 1st Inbound Marketing Conference

2. Before
someone
else does

4. The type of keywords
used on a page should
indicate the type of call-
to-action on that page.

5. 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

6. So, a “Buy Now” button is
inappropriate. Instead, they should
see call-to-actions like
“Read more” or “Download ebook”.
Example

7. 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

9. 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?

11. Lovable and useful
content is shared.
Content made for ranking
purposes is ignored.

13. Otherwise, money is wasted on
directing visitors to something
that’s not related to what
you’re advertising.

15. Listen to what people want,
then deliver exactly that.

17. 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

19. It’s about smart marketing.

20. If you have more money
than brains, focus on
outbound marketing. If
you have more brains
than money, focus on
inbound marketing.
“
”- Guy Kawasaki

22. Campaigns are short-term and
only deliver a short-term benefit.

23. Strategy helps your company form
long-term habits that have a
greater impact than campaigns.

25. Big ideas are often not implemented.
Small ideas have a larger
overall impact as these can be
implemented faster.

26. Were you at
InboundCon?
If so, add what you found beneficial in
the comments section below.

27. Connect with me:
Twitter: @wogandavid
LinkedIn: David Wogan