Although Chad is a decorated war veteran with an equally large reputation in inbound marketing, he has a mother just like everyone else. The lessons he learned from her as a child are just as relevant today. While you can download a free copy of Chad's ebook to read all of 51 lessons, here are my top three things your mother taught you about inbound marketing.
1. "You don't have to yell; I'm right here." This lesson, which is taken from the SEO section of the ebook, is comparable to Internet marketers who are still focusing too much on keyword stuffing. Modern search engine algorithms have the ability to understand the topical relevance of your website without reading content that has been stuffed with your main keywords. This benefits brand websites the most since keyword stuffing is unnatural and usually leads to a poor user experience.
Bottom line? You don't need to "yell" your keywords at search engines anymore. Just focus on speaking to your prospects, and search engines will take care of the rest.
2. "Don't ask me why." Children around the world demand to know the "why" behind everything, and many times the best answer is just not to ask and trust your mother. Many inbound marketers make similar protests and whine when content they labored over for weeks fell flat. Or perhaps they want to know why that blog post that was written 30 minutes before deadline went viral.
Asking why is searching for causation, which is not the best route to take when making data-driven marketing decisions. Savvy marketers know that correlation, rather than causation, is the best road to follow. Stop asking why and simply follow the data provided by your audience engagement statistics. At the end of the day, your executives really don't care why leads are coming through the door; they just want that lead flow to keep on going.
3. "Don't break your arm patting yourself on the back." For those who have succeeded in inbound marketing, there is no time to rest on your laurels. Content marketing is at the core of your inbound efforts, and it only works when implemented on a consistent basis. Many brands tend to take the foot off the gas and assume that the audience they have worked so hard to build will stick around no matter what.
The truth is that you can never forget how you built that audience in the first place. They didn't flock to your brand through advertisements or because they think you are cool. Audiences earned via content marketing came to you for the content you provide. Taking your foot off the gas even for a moment is enough to start audience attrition.
Content marketing audiences are gifts that keep on giving as long as your brand keeps on providing valuable content. Even though this style of marketing uses new tools and tactics, many of the core values of marketing and life in general still apply.
Download Chad's eBook to understand how you can gain a greater understanding of inbound marketing--all through the basic life lessons your mom taught you.
AARON ADERS: Aaron is co-founder of DigitalRelevance™, a national leader in earned media and inbound marketing services. Building on more than a decade of Internet marketing experience, Aaron steers the strategic vision behind DigitalRelevance market research and collateral. @drelevance