Jon DiPietro is Domesticating IT

The annual ISA Marketing and Sales Summit is rapidly approaching (7 – 9 September in St Louis). Last year, I taught an intro to inbound marketing workshop that was very well received. This year, we wanted to “kick it up a notch” and so I’ll be focusing on advanced strategies and tactics for creating remarkable content.

Content is the fuel that powers inbound marketing (What is inbound marketing?). It needs to be compelling enough that your audience wants to share it with their peers. That’s the definition of “remarkable.” This workshop is going to present some strategies and tactics for planning, crafting and promoting remarkable content.

Here’s an overview of what we’ll be covering:

Introduction

The first session will provide an introduction/review of the five fundamental components of inbound marketing; content, search engine optimization, social media promotion, conversion and analytics.

Characteristics of Remarkable Content

The cornerstone of inbound marketing is remarkable content. This session will explain the three characteristics that determine whether or not content is truly remarkable.

Planning

It is more important to be consistent than prolific when it comes to content creation. “Planning Content” will cover strategies and tactics for developing ideas for content and establishing an effective publication schedule.

Crafting

The heart and soul of this workshop, “Creating Content” will break down the components of any content (title, lead, body and kicker) and explain the role and importance of each. Next, it will cover valuable techniques for creating appealing and engaging content.

Promoting

What good is remarkable content if nobody knows it exists? “Promoting Content” will explore some strategies and tactics for actively promoting your content via social media and passively promoting it via search engine optimization.

Wrap-Up

The wrap-up session will feature case studies, questions and demonstrations of some of the tools and techniques discussed.

About the Marketing & Sales Summit

Sponsored by the ISA Management Division, the ISA’s Annual Marketing & Sales Summit will help marketing and sales executives in the automation markets meet the strategic and tactical challenges of the 21st century. This unique event is designed exclusively for senior sales and marketing professionals in the automation markets.

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As a certified inbound marketing professional, I show businesses how to get the most from their Internet presence.  By using these same low/no cost techniques, individuals can harness the power of the Internet for their own personal career development goals.   “Personal Inbound Marketing” reveals the five principals of inbound marketing and show how even non-technical people can expand their professional network and establish powerful online brands for about $6 per month.

This presentation was given to a networking group named Faithworks in Westford, MA.

Alternately, you can view the slidecast below or download the presentation:

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I’ll be hosting a free “Introduction to Inbound Marketing” workshop at the Greater Manchester Chamber of Commerce on Tuesday, September 21.  The event is free for Chamber Members.

Traditional marketing approaches like advertising, trade shows, direct mail, and cold calling are becoming increasingly less effective. Peoples’ attention spans are spread thinly across a wide array of media, making them harder to target and they are getting better at avoiding interruptive messages like commercials and sales calls. Outbound marketing is getting harder and more expensive.

Conversely, inbound marketing is an approach that uses the Internet to attract quality attention to your web site, generate leads, and convert them to customers. This workshop will introduce the five steps required to implement inbound marketing:

Manchester Chamber of Commerce members can register for the session from their Calendar of Events.

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Jon DiPietro will be hosting this workshop at the Marketing & Sales Summit on Wednesday, September 1st from 1:00PM to 5:00PM. The cost is $150 – visit the registration page today to reserve your spot.

Primary Goal

Participants will develop an understanding of the components of effective inbound marketing and its advantages over traditional, outbound marketing.

Abstract

Traditional marketing approaches like advertising, trade shows, direct mail, and cold calling are becoming less and less effective. Peoples’ attention spans are spread thinly across a wide array of media, making them harder to target and they are getting better at avoiding interruptive messages like commercials and sales calls. Outbound marketing is getting harder and more expensive.

Conversely, inbound marketing is an approach that uses the Internet to attract quality attention to your web site, generate leads, and convert them to customers. This workshop will describe how to craft compelling content and optimize it for search, share that content effectively on social networks, convert visitors to leads and leads to customers, and measure it all.

Outline

1. Introduction and Concepts
2. Content
   1. Being Remarkable
   2. Blogging
3. Search Engine Optimization
   1. Off Page
   2. On Page
4. Sharing
   1. Social Networking (Facebook, Twitter, LinkedIn)
   2. Hosted Media (Slideshare, YouTube, Flickr, Scribd)
5. Converting
   1. Landing Pages
   2. Lead Nurturing
6. Measuring

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This presentation was given at the ACE 2010 Interactive Social Media Workshop in Chicago on 20-June, 2010.  It provides some tips for Twitter beginners.  You can also download the Getting Started on Twitter speaker’s notes.

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