Video Transcript

00:09 Brian Halligan: The other thing I really like about inbound marketing versus traditional marketing, is you win by loving up your customers, by giving them love, versus outbound traditional marketing, is about irritating your way into people's [chuckle] pockets. I got a story, this sales rep at a QA consulting company on the West Coast and he cold calls me. And he cold calls me everyday Monday, at 8:03 AM, and every Thursday, at 8:03 AM, right on the dot, like he's got it on a tickler. He calls me, and leaves me a very, very, nice voice message. He's got a good phone voice, leaves me a nice message, and he leaves me a voicemail about his QA testing software. The problem is, I'm not interested in his QA testing software, so it's an ineffective use of his time. But what's extra bad about that, is it's irritating me and it's kind of ruining his brand. When I think about that QA testing software company, and he's probably calling a thousand CEOs, and he's probably got a hundred sales reps over there, and they're just destroying their brand. So, traditional marketing is not only less effective over time, but it's actually hurting, I think, most people's brands.

01:19 Halligan: And so, what I want marketers to do, is create marketing people love. Marketing like Lulu Lemon type of marketing, people love Lulu Lemon. Like Charity Water, like Apple, like Nike, really create marketing people love. So, you might ask yourself, "Well, how do I do that? How do I transform my marketing to match the way humans actually buy stuff today? How do I pull people in? How do I really do this new type of marketing Brian's talking about?"

01:44 Halligan: Well, there's two pieces to it. The first piece is about creating content, lots and lots of content. When I think about your marketing department, I wanna think about your marketing department like it's Showtime, like it's HBO, like it's CNN, like it's PBS. Your marketers should be creating tons, and tons, and tons of content. Creating it, your own marketing assets, those assets are pulling in, you shouldn't be renting space and other assets, build your own permanent sustainable assets. So think of your marketing department like a production company, CNN, Showtime, HBO, one of those guys. And so, the first of it is just creating lots of content. You can create any kind of content, blog articles, webinars, e-books, videos, you name it. Each piece of content pulls people in.

02:30 Halligan: Now, here's the catch. If you write a piece of content that's kind of crappy, it's a magnet, but it doesn't pull that hard. If you write a piece of content that's brilliant, that's genius, it's this massive magnet that pulls people in from Twitter, Facebook, LinkedIn, you wanna create remarkable content. What you wanna be, is not boring. It turns out, most companies are boring, don't be boring with whatever you do. Create content, you the CEO should create content, everyone in your company should be creating lots and lots of content, use that content to pull people in. I don't care where you publish it, but publish it through all these different channels. This is the way you market your way to success.

03:09 Halligan: But it's not just about creating content. You have to very clever about optimizing that content, if you want it to go viral. I was listening to some of the questions to the last speaker. If you want the content to really spread, you need to optimize it for SEO, Google Search Engine Optimization, and SMO, Social Media Optimization. A lot of you probably already know about SEO, SMO's relatively new. When I think about SMO, I just think about the work stream. So you've got e-mails coming through, I got Tweets coming through, Facebook posts, I got all this stuff coming through to me. You have to be able, when you're thinking about optimizing, to create a title that's really quite clever, that's gonna entice people to click on it. If you write a really nice piece of content and a crap title, no one's ever gonna click on it, it's not gonna go anywhere. If you write a really nice piece of content, and a brilliant title, my gosh, that thing will spread like wild fire. That's how you create a great article that pulls in a lot of Twitter followers, and Facebook likes, and pulls in a lot of customers. You have to get great in creating lots of remarkable content, and optimizing it.

04:15 Halligan: And then the third step, is you have to be very clever about how you start promoting this stuff. How do I promote it in Youtube, in LinkedIn, in Facebook, in Twitter, and start to become a ninja at social media? The analogy I like to think of, let's just say, I'm a lion. And my favorite food as a lion is I like to eat elephants, right? My favorite food is elephants. And for years, I'm climbing through the jungle and I'm eating elephants. Elephants from the jungle, I'm climbing through the jungle, and eating the elephants, and all of a sudden, they're gone. And I'm like, "Where did the fucking elephants go?"

04:50 Halligan: It turns out, all the elephants left the jungle, and they're on the Savannah. And there's a few watering holes in this space, there's a Google watering hole, right? There's a Twitter watering hole, a Pinterest watering hole, a LinkedIn watering hole, a Facebook watering hole. You need to get the hell out of the jungle, and over to the Savannah, 'cause that's where your customers are. And get over yourself, if you think they're still in the jungle. Your customers are on Facebook, your customers are searching Google.