Learn Inbound January ’16 – a marketing review

Academy pic introPart of being an effective Digital Marketing Consultant is ensuring you are up to speed on all the latest thinking and tactics in your field so you can apply that learning to produce results for your clients and keep them ahead of their competitors. So, last week I attended the first #LearnInbound event of 2016 in The Academy in Dublin. A great initiative organised for evening time learning in very relaxed surrounds. 3 main speakers on the night – this time, all UK based practicing inbound professionals, discussing different topics all around driving traffic to your website and driving business growth. My main objective in attending was to take home some actionable tips for my SME clients and I’ve shared and summarised the talks below.




First up was Kirsty Hulse – – Head of SEO Best Practice at Linxdex and also Founder of Manyminds.





Kirsty discussed how we are creating so much editorial content on our websites that this content is now ranking highly (in Google Search Results) but for transactional queries also and perhaps this is not what the consumer wants – they want to buy – they want to be brought to the product page.

So what do we do to improve this? LF Editorial KH LI Jan 16Kirsty suggests we optimise our editorial content (for the most part our blogposts!) for conversion. Audit your old blogposts, see which posts are driving traffic, are there any opportunities? Where are we missing out? Don’t hide your Call to Actions! Make it clear what the customer should do next – contact you, buy here etc whatever action it is you want them to take. Signpost your product pages so that the customer can easily see where to go next should they wish to purchase and she showed us this example.Product recommendations KH LI Jan 16

See the product listings on the left alongside the longform editorial content. So readers can also see easily the products related to the content that they can purchase.

She recommended to:

  1. Test, test, test!
  2. Review image quantity and quality
  3. Use product recommendations
  4. Signpost product pages


Un-optimise editorial content for transactional product keywords.

So instead of returning your blogpost about a particular product for example the search result will return the specific product page when the customer is ready to buy. She mentioned a Free online tool – Personyse which can help with delivering personalised content to customers.

Next up was Paddy Moogan – author of The Link Building Book and Co- Founder of Aira

Paddy spoke about three different types of content that every website needs to achieve their objectives. Ideally a mix of all three will produce a strong content strategy.


  1. Short Form
  2. Long Form, in-depth content – make sure it is worth doing! Does your industry share this socially? Use Buzzsumo to see!
  3. Large Content Pieces (which will create website traffic spikes – done correctly!)

He discussed mapping out the customer journey to purchase and suggested producing content that helps answer customer queries along that process.


He amused us with his Lady Gaga example of an existing audience – a tweet of hers getting retweeed 52k times vs. exact same tweet from someone with a smaller following getting about 5 RT’s!!!


He advised checking out the content types that work for your industry and recommended Huballin a new tool for finding content based on search results and can be paired with Keywords Everywhere – a Chrome plugin that also gives search volume and cpc (cost per click!). He also mentioned using Google Tag Manager to do basic retargeting to people based on their interests.

Last speaker for the evening was Lexi Mills, global Head of Communications at Pledge Music. She certainly caught our attention with chocolate bathrooms and tales of golden and glitter poo – I kid you not!

Her message though was a little more implementable. She discussed PR, SEO and content and how to tie all together so you can compete with bigger brands.  She advocates developing scalable systems and processes so you can capitalise on PR opportunites. To create successful stories she suggested:

  1. Short succinct headline
  2. 2 sentence defined stories
  3. Use an awesome Image
  4. Include an expert/customer to contribute to your story.

Her system includes this process:Lexi Mills PR website

Some of the tools she recommended included Huballin, Google Trends and BuzzStream and she also mentioned taking advantage of Omnibus Surveys by just paying for one question (piggybacking on existing surveys therefore minimising costs).

She discussed Business to Business PR and how most businesses in this environment really feel they are not cool and don’t have a story to tell. She champions the trade and business media and the value of developing relationships here. She commented that the mainstream media can look to trade publications for opinion on emerging trends and hot topics and it’s worthwhile ensuring your business is visible here to allow your business the opportunity to get greater pickup in mainstream media too.

All in all Learn Inbound is a really practical event with lots of tips for inbound marketers. I hope you found the above useful and informative but if you’d rather let someone else handle all that for your business do get in touch – click here to see how Optimise Marketing works with clients. I’d be delighted to hear from you and don’t be shy we love comments!

This entry was posted in Blogging, Content Marketing, Digital Marketing, Ecommerce, Inbound Marketing, Market Research, SME, Social Media and tagged , , , , , , , . Bookmark the permalink.

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