Canada’s 1st Inbound Marketing Conference

Before someone else does

The type of keywords

used on a page should

indicate the type of call-

to-action on that page.

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

So, a “Buy Now” button is

inappropriate. Instead, they should

see call-to-actions like

“Read more” or “Download ebook”.

Example

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

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?

Lovable and useful

content is shared.

Content made for ranking

purposes is ignored.

Otherwise, money is wasted on

directing visitors to something

that’s not related to what

you’re advertising.

Listen to what people want,

then deliver exactly that.

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

It’s about smart marketing.

If you have more money

than brains, focus on

outbound marketing. If

you have more brains

than money, focus on

inbound marketing.

“

” - Guy Kawasaki

Campaigns are short-term and

only deliver a short-term benefit.

Strategy helps your company form

long-term habits that have a

greater impact than campaigns.

Big ideas are often not implemented.

Small ideas have a larger

overall impact as these can be

implemented faster.

Were you at

InboundCon?

If so, add what you found beneficial in

the comments section below.

Connect with me:

Twitter: @wogandavid

LinkedIn: David Wogan