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6 Inbound 2015 Sessions That Might Help You Write Better Content

Posted by Matthew Cook


As I read through the agenda for Hubspot’s Inbound 2015 conference (which starts today but really gets going tomorrow, Sept. 9), I’m not surprised that so many of the sessions have to do with content, specifically, writing it: how to write better content, how to write more content, what to write about, who should write it, and so on.

In my experience, one of the most common reasons businesses lose interest in inbound marketing is because they find out that writing content—and writing consistently—is a lot harder than they expected. Judging from the many content-related talks at Inbound 2015, I suspect HubSpot has come to the same conclusion.

I’ve said before that I don’t think there’s any special trick to becoming a better content writer; it just requires practice and patience. But a little cheerleading can’t hurt. So if you’re a beginner looking for inspiration and you’re planning on attending Inbound, here are some of the writing-related session I’ll be at. If you already have a well-oiled content machine up and running at your business, these speakers might help you amplify the reach and success of your written content.

(Note: I’ve listed two content-centric sessions per day so as not to overwhelm you. If you really want to make your Inbound 2015 experience all about content, there are plenty of other sessions to consider. Personally, I’ve found the Inbound 2015 website to be pretty cumbersome; the Android app is much easier to use.)

Wednesday, Sept. 9

Session: The Future of Search

With: Will Critchlow, CEO, Distilled

When: 10:30 a.m.

Where: Room 160 ABC

What: “Will is going to cover the things you should be doing *now* to set your company up for success as Google uses its machine learning and artificial intelligence to reposition itself for a mobile-first world.”

Why: Because, for better or worse, getting found on Google is half the battle (or more) when it comes to online content success. To create content that Google deems valuable, content writers need to understand what Google deems valuable.


Session: The Neuroscience of Memorable Content

With: Dr. Carmen Simon, cognitive neuroscientist, Rexi Media

When: 11:45 a.m.

Where: Ballroom East

What: “Join us to learn how to convert neuroscience insights into practical guidelines you can use to craft content with lasting impact.”

Why: Because the most important search engine of all—the human mind—is often overlooked when marketers talk about SEO and content optimization. We’re writing for people, not machines.

Thursday, Sept. 10

Session: Outsourcing vs. Insourcing: Best Bang for Your Inbound Buck

With: Jeanne Hopkins, senior vice president and CMO, Continuum Managed Services

When: 11:45 a.m.

Where: Room 156 ABC

What: “With oodles of inbound marketing tasks to accomplish, what are the best ones to outsource vs handle in-house?”

Why: Because content creation is often the first inbound task businesses hand off to an outsourced provider. I think that’s a mistake. We’ll see what Jeanne has to say.


Session: “Live to Tell the Tale

With: Shawn Pfunder, editor in chief, GoDaddy

When: 3:45 p.m.

Where: Room 253 ABC

What: “If content were a diet, a lot of use are subsisting on Nutter Butters and Red Bulls. It's time we went after something a little more nourishing. It's time we look for something that will sustain us. The good news? It's not as hard as we think.”

Why: Because there’s so much bland, boring, and uninspired content out there, and bland, boring, and uninspired content won’t get noticed.

Friday, Sept. 11

Session: Good Content vs. Good Enough Content: A Fight for Sore Eyes

With: Anny Handley, chief content officer, MarketingProfs

When: 10:30 a.m.

Where: Room 253 ABC

What: “You’ll leave better equipped to: tell better (and braver!) stories, using stronger, more ripped writing and a unique point of view; create “best of breed” content to attract the people you want (and repel the ones you don’t); when to be a little outrageous (and when to dial it back); secrets to inspiring the best work out of writers and content creators; and finally (for all you skeptics): how to get this stuff approved.”

Why: Because timid content puts people to sleep—in any industry.


Session: Insane Honesty in Content Marketing

With: Doug Kessler, co-founder and creative director, Velocity

When: 11:45 a.m.

Where: Ballroom West

What: “Insane Honesty is about putting your WORST foot forward in your marketing – spotlighting your weakest points. It's about transparency, practicality, realism and real (instead of phony) empathy.”

Why: Because your readers aren’t stupid. They can see right through phony content, so you might as well tell the truth.

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Topics: Blogging, Content Marketing