— David Meerman Scott (@dmscott) November 6, 2012
Here’s some highlights and lessons from the day that stood out for me:
1. To be successful at inbound and content marketing you have to understand your buying personas.
2. Inbound marketing = content + context
3. The biggest barrier to inbound and content marketing is fear – fear of doing something new and getting it wrong. Get over it and start. You will make mistakes but you will get better over time.
4. Build your digital marketing assets over time – blog, video, flickr, slideshare etc – and you will build the long-term value of your business. This may not feature on your balance sheet but the more content that you create, the more links you will build (as long as it is good content), the more authority you will develop and the easier you will get found.
5. To be successful at inbound and content marketing you need to adopt the mindset of a media company not a sales or marketing department. Content and inbound marketing is not just about events or campaigns but about building a long-term relationship based on trust and value.
6. The only ratio that really matters in your marketing and sales is your LTV: CAC Ratio (Long term value of your customers (LTV) and the cost of acquisition (CAC)). Hopefully, your LTV is much higher than your CAC. If not, then you might want to figure out why.
7. Advice to ecommerce firms: Product content is not unique – So, to improve your ranking in Google etc create content that adds value to your customers, that is unique, gets linked to and gets shared.
Overall, I found the day really useful, met some interesting people, caught up with others, learnt some new stuff, added to my to-do list and conducted another couple of interviews with @dmscott and @mvolpe (watch this space for when they go live).
What I found particularly useful was the material on buyer personas aligning content to buying cycles. This will help me in some of my marketing and strategy consulting work with a couple of clients in the retail and technology sectors.
If any of this sounds too new and hard to you then do ask me about the small and fast growing business marketing consulting that I do.
In the meantime, watch this space for those interviews for more on this exciting area.