Advanced Content Strategies:Introduction to Inbound Marketing

Housekeeping

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Email:jon.dipietro@domesticatingit.com

Blog:domesticatingit.com/blog

Twitter:@JonDiPietro

Traditional Marketing

Outbound is broken!

800-555-1234AnnoyingSalesperson

Draw a crowd

Inbound Marketing

Ch-ch-ch-ch-changes

Power Shift

PowerShift

Democratization

PowerShift

Web 2.0

PowerShift

Trust

New Rules

New Rules

Mixed Norms

New Rules

Gift Economy

Search Evolution

Search Evolution

Now what?

Solution

Content

Solution

Spread Ideas

Solution

Measure & Convert

Inbound Marketing

Inbound Marketing Create

Optimize

Promote

Convert

Analyze

Five Steps

Inbound Marketing

Wits vs. Wallets

Inbound Marketing

Lower Cost Per Lead

Step One:Content Remarkable

ReadableShareable

Blogging

Step One:Content

Value vs. Volume

Step Two:Optimize

60%15%

10%

15%

SEO Factors (2010)

Inbound LinksURLPage TitlesOther

Search Engine Optimization

Step Two:Optimize

43%

25%

7%

7%

7%11%

SEO Factors (2011)

Inbound LinksKeyword UsageSocial MetricsBrand MetricsPage FeaturesOther

Search Engine Optimization

Step Two:Optimize

Popularity vs. Payola

Step Three:Promote

Social Media

Step Three:Promote

Selfless vs. Selfish

Me

MyselfI

Step Four:Convert

Landing Pages

1) Call to action

2) Conversion form

Step Four:Convert

Clear vs. Confusing

Step Five:Analyze

If it can’t be measured,it can’t be managed.

Step Five:Analyze

Data vs. Dice