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/
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
8.
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?
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