Ten Takeaways from BlueGlass LA: The Internet Marketing Experience Part 2

Following up on yesterday’s post, I am still reveling in the thought leadership bliss and overflow of insights from last week’s Blueglass LA internet marketing conference. Here are five more key takeaways for the B2B Marketing professional from experts Chris Brogan, Copyblogger’s Brian Clark, SEOmoz’s Jamie Steven, and HARO’s Peter Shankman.

6. A Formula for Improving Your Content Process

SEOMoz’s Jamie Steven spoke about improving a company’s overall content marketing process. “The first thing you need to ask yourself is “What are the objectives of your content efforts?” Steven’s answer, and rightly so, “The objective should be to create something that is extraordinary, useful and unique.” He continues, “The value of content is effectively driven by the quality of content. Your content needs to be truly impressive before you can get value from it. If you create exceptional content, everything else tends to fall in place.” So how does one create exceptional content? Steven offered up this helpful equation:

Extraordinary + useful + unique content = traffic + authority + attention = followers, visitors, readers = conversions

Photo Credit: Steve Boymel

7. “Seeding” Can Help Build Your Content Link Strategy

Link building is an essential part of a good content strategy, but can be challenging for many businesses. Seeding your content with third party links can help. SEOMoz’s Jamie Steven recommends that you “Ask key link targets ahead of time for their opinion. Ask them which of a few options they like, then get buy in, thank them and share when completed.” By seeding content with a third party, you will be more likely to get a link from that individual.

8. Go the Extra Mile for Your Customers

“The greatest lover in the world is a reformed hater”, says HARO’s Peter Shankman. He continues, “Your most loyal customers are the ones that had a problem that you were able to get fixed.” These customers are also more likely to be vocal in social media, so it’s vital that businesses reply, listen, and react quickly. Shankman adds, “Go out of your way, and take that extra step to make someone who’s a hater, a lover and they will do your PR for you.”

9. Email is not dead

“Email is still the primary way people want to find out how to make purchases,” says Copyblogger’s Brian Clark. He continues, “As a business you want to do cross promotion, launching new stuff to engage your audience. Content is the mechanism that gets people into a warmer relationship with you until they buy something.”

Chris Brogan chimes in, “Email marketing is the favorite thing I do every week. Human kinds’ greatest need is to feel wanted. When you respond to people, you are saying ‘I see you.’” Brogan does his best to reply to all of his email, but as you can imagine, he can’t respond to them all. He finished with a quote that rings true for all businesses crafting messages for their email marketing campaigns: “Aim for their brains, that way you get into their heart. The wallet comes along with the rest.” Well played Brogan, well played.

10. What channels work best for different types of content?

Chris Brogan uses different channels for different content. “I never told people ‘blast your crap all over the place’,” says Brogan. “My blog tends to be business-minded tips, and my newsletter is passion and feeling. In G+ I’m a lot more open; it’s the spice rack that goes with the delicious meat I’m providing. I use social networks as the liner notes to my awesome album.”

Copyblogger’s Brian Clark says, “It’s about who your people are and where they like to hang out. If you don’t understand that, you won’t get very far out of the gate.” He continues, “Twitter is focused on content distribution that’s relevant to other publishers. We’re trying to get people used to consuming and spreading content in that channel.”

For a complete overview of the Blueglass LA internet marketing conference, check out the full recap here.

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    The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. Internet marketing is sometimes considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Management of digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

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    With Chris Brogan’s idea it really help me think on things for my own issues. thanks

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    There’s no more stopping the Internet. You can’t deny that it has become
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    If you want stand out in the business industry, you’ll have to be innovative. The internet has a huge amount of resources that you can use to be unique and better than others. All you need is to learn how to use these resources and of course have a strong marketing strategy.

  • http://www.facebook.com/Ian.Horner.internet.marketer Ian Horner

    I Stand Out Because I Do The Opposite When Others Do The Same, Sit When They Stand Be Quite When They Shout

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    Very informative and effective one.I gathered the lot of information from your blog.Keep good work.

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    Marketing yourself on the internet can be intimidating, especially since being an effective digital marketer means keeping up-to-the-second on new search engine rules, all the devices customers use to shop, how those devices have changed the way those customers do their shopping…heck, how the modern consumer’s new brain thinks and emotes and is influenced in their shopping behavior!

Jason Miller is Senior Manager of Content Marketing at LinkedIn. Previously, Jason was Senior Manager of Social Media at Marketo and focused on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs such as Social Media Examiner, Social Media Today, and Marketing Profs.

Read Jason's Blogs

Ten Takeaways from BlueGlass LA: The Internet Marketing Experience Part 2

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