Don-E Coady
Incoming! Here’s Why Content Marketing Is What’s Up

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Work Conferences are dope

When was the last time you got high off the knowledge and passion of strangers? It really should be something you have to do by law, every year,  in order to keep your licence to be in business.

Sidebar: Business owners should totally have to pass an ethics test before they should be able to legally operate a business. Agree or no?

Hurray for away

So many of us sacrifice our time away for opportunities for personal and professional development. Personally, I felt guilty. “My business needs me!!” Foolish. No more.

This conference – my first in four years – was a three-day content marketing love-fest; a tech and advertising summit called INBOUND, put off by Hubspot, a US company that develops and markets a software product for inbound marketing.

The Definition is this:

Inbound marketing happens when we create content specifically designed to appeal to your dream customers. By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love.

When you engage in inbound marketing, you’re attracting qualified prospects to your business, with content that’ll keep them coming back for more, these seo reseller services will help you achieve all of that. 

Warning: This is not a short-tail marketing activity; but the best-proven, long-tail growth strategy for every industry type.

To avoid implementing any content marketing into your overall marketing strategy is to be left in the digital dust.

Work It

InBound 2015 | DcDesignHouse.caDoes inbound (content) marketing work? In a word: yes. We get leads through our own website regularly because we cared enough to organize a plan to tell stories about the variety of things we were already doing day-to-day. And the clients who trust us enough to help them do the same are winning in their industries.

The Take-Aways:

We met everyone. Demo-ed everything. Lost our fragile, egg-shell minds at every aspect of the over-the-top spectacle that was Club Inbound: our technicolor HQ in Boston’s beautiful convention center, where over 15,000 marketers played sticky popcorn in front of the most successful talking heads in recent history.

I will say though, as is usual in these situations, the biggest wow moments came from the most unexpected places. The people I had never heard of before the summit impacted me the most.

Here are a few nuggets:

  1. Author Brené Brown, TED sensation, and researcher, talked about Leading with Vulnerability
  • To live a brave life, we must be willing to choose courage over comfort.
  • We are emotional beings that occasionally think. Not the other way around.
  • The failure movement: The reckoning, the rumble, the revolution.

The best idea she communicated was a way to validate your insecurities; “Here’s the story I’m making up right now.”

It’s brave and honest and let’s you off the hook for being insecure in how you feel VS what is real.

 

  1. Jeffrey Hayzlett,  marketing, business, and public relations expert, talked about Rewards of Being Relentless
  • Our job as marketers is to drive tension.
  • Take the risk.
  • Testing is what we do … or at least what we should do.
  • We need to drive promises: mutual conditions of satisfaction.

He said you have 118.8 seconds to make me lean in; 110 to close me. It reminded me of the art of selling, which is as much a form as the things we design.

 

  1. Perry Hewitt, leader in digital strategy, with extensive experience in both corporate and not-for-profit sectors, talked about The Right Stuff: Finding Right Talent

The people our companies need to be successful should be:

  • People who behave digitally
  • Results focused vs implementation focused
  • Joiners and contributors
  • Continuous learners
  • Those invigorated by change; not annoyed
  • Skilled in flexibility and agility

We should reward rapid iteration and measurement and try reverse mentorship; get your team to teach you.

MVT (Most Valuable Talk):

IMG_6270I could go on and on, telling you about 50 actionable tips for successful lead generation campaigns, or that dirty/funny thing Amy Shumer told us (yeah, that happened!), but in the end, the most valuable session was delivered by Kymbery Robinson, CEO of Stratus Interactive, a firm founded on more than a decade of experience in business-to-business and consumer goods marketing. She also owns a brewery. Pretty deadly.

She spoke to us about marketing your culture.

  • Culture is your asset
  • The energy created by your people is your secret sauce
  • We aren’t vendors. We’re partners. We’re employees of our clients.
  • Everyone in her company is a leader. They have a voice in their area of expertise.
  • Go with your gut and share a vision and mission
  • Transparency is the best policy
  • Challenge the way we do things
  • If clients don’t have the relationships with you and your team, they’ll leave.
  • Team and clients need to be like-minded with core values
  • People buy from people. So saturate the buyer’s journey with culture.
  • Getting to be yourself in business is the best victory you can have.

Kymberly’s talk and her passion really resonated with me.

I know we all have that passion at our Design House and are racing down the same trail. I look around our office every day and see bunch of people on fire – doing what we love and thinking of the customer first.

We always tell our team “Our creativity and fresh ideas are why they hire us, but our service and our enthusiasm is why they’ll hire us back.” Bottom line. To Kymberly’s credit, the ability to cultivate your own secret sauce; one that makes you excited about beaming your brand out into the world: That’s the cool-aid everybody can sip on.

Hope these nuggets gave you some inspiration.

If you wanna learn more I took great notes and slides at each of the sessions I attended.

If you want them all, get at me.

Looking forward,
Dc

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