Top 4 Content Marketing Takeaways From OMS San Diego


Business.com was all over the Online Marketing Summit in San Diego this year. Business.com exhibited at the show, attended a few keynotes and workshops, and connected with some impressive marketers. On top of gaining insights into industry trends, we took away some great marketing ideas and tools. Here are a few of the events our team attended and the key takeaways:

How to Discover Hundreds of Powerful Content Ideas for Your Business, Presenter: Arnie Kuenn from Vertical Measures

Content development needs to be a part of your marketing strategy. If you don’t think blogs are worth the time, think again. The presenter share this stat: businesses with blo
gs on their site get 55% more traffic. If you’re stuck when it comes to creating new content, there are a few things you need to keep in mind.

  • Provide quality content that is valuable to your readers. The value is what keeps them coming back.
  • Use Answers, Yahoo and Google extra suggestions to see what people are searching for around your keywords.
  • Use OpenSiteExplorer.org to see what pages of your competitors are being shared and linked to as this indicates which content consumers view as valuable. You should be writing on similar topics.

Content Marketing like a Pro: Tactics and Techniques to Increase Search Engine Visibility, Presenter: Daryl Colwell from MediaWhiz

All content shared/written should result in your business acquiring contact information from the reader, customer or buyer. As we’ve written about before, it is important to plan your publishing around the buying cycle so customers are getting the most pertinent information at the right time. Don’t be afraid to step out from purely text content. Use other types of content to lure new visitors in. For example, tease potential customers with a snippet of a whitepaper, then ask for them to register their email before getting full access to the content in its entirety. When possible, create an editorial calendar so that you don’t lose track of the content creations and promotions that are coming up. Whatever content you’re using, make sure that once it’s been created you’re promoting it with media.

Getting From ‘Like’ to Buy, Presenter: Kevin Ryan from Motivity Marketing

When sharing content on Facebook, get visual. Photos are more likely to be ‘Liked’ and shared on the social network. This is important for your business as these interactions are logged by Facebook and their EdgeRank algorithm.  If someone likes a photo, it will impact whether or not you are more likely to appear in their news feed down the line. Content on social networks needs to be consumable and shareable. Think quality over quantity. If you are wondering what that content is that will be most successful, look for correlations between what is doing well in terms of keywords on social and what is doing well on search. Sync advertisements and content with where your business is performing well in search traffic.

Improving Lead Generation Using the Social Media Advancements in 2012, Presenter: Rebecca Corliss from HubSpot

Consumers are in the driver’s seat. No longer can marketers pitch what they want and expect it to be what the consumer wants. Businesses need to change their strategies and focus on the customer first before creating content. When using social media to generate leads, you want to create content, whether it’s a landing or product page or a blog post, people will love. That lovable content is becoming visual. Images on Facebook will, on average, attain 53% more Likes than a regular post. Hubspot experienced a 17% visitor lead conversion by sharing their e-books on Pinterest as visuals. They also shared that when using Vine alongside Twitter for their #inbound chat they saw higher engagement for that session than they had when using Twitter alone. Marketers, make friends with your designers because marketing is becoming more and more visual and you’ll want their help.

We had a great time at the Online Marketing Summit and hope all those who attended did to. If you attended a workshop not listed here, let us know what key points you walked away with by leaving a comment, sending us a tweet, or connecting with us on Facebook.

Do you agree with the information these speakers shared?


Erica Bell

Erica Bell

Author's Website: http://www.business.com

Author's Social Links: Author Google Plus Profile Link Author Twitter Profile Link Author LinkedIn Profile Link

Erica Bell is the Social Media Specialist and a B2B marketing and advertising writer at Business.com Media, Inc. Her favorite B2B marketing topics include marketing automation, lead generation, online advertising, social media and business-to-business content best practices.

Erica began her marketing career in college through internships at B2C companies and migrated to the B2B world following graduation. Outside of reading and writing about marketing and social media, she loves going to the beach, playing soccer and most other sports, and spending time with her dog, Moo.

View Comments

3 Responses to Top 4 Content Marketing Takeaways From OMS San Diego

  1. Thanks for your great recap of our presentation at OMS, “Content Marketing Like a Pro: Tactics and Techniques to Increase Search Engine Visibility.” My colleague Daryl Colwell loved giving this presentation, as it is a topic on so many marketers’ minds at the moment and one that continually evolves.

    Keith Trivitt
    Director, Marketing and Communications
    MediaWhiz

  2. EB says:

    Hi Keith,

    You’re welcome! Glad we were able to catch the presentation.

    – Erica

  3. Sarah says:

    Great recap, Arnie is especially a great speaker!