Please rotate your device

Subscribe to PHM Blog

PHM’s Guide to INBOUND 2019

September 3, 2019
Posted by Publicis Health Media

As we gear up for the first day of INBOUND 2019, we decided to put together a short guide to preview what we hope to learn throughout this week. Let’s start with the basics.

What is INBOUND 2019?

INBOUND is a conference put on by HubSpot for “curious, question-asking professionals with big-name and break-out industry thinkers.” Attendees range from sales, customer success and marketing professionals familiar with the inbound methodology to project managers, executives and curious minds outside of the marketing world altogether. Touting itself as more than just a conference, but an immersive experience, INBOUND thrives on connection, education, and action.

Why are we going to INBOUND 2019?

We’re looking to learn from the wide variety of speakers and educational sessions provided during the four-day conference and come home with innovative ideas, new ways to solve problems for our clients and takeaways we can act on to become smarter marketers.

The panelists and marketing-focused speakers at INBOUND are complemented by high profile Spotlight Speakers sharing their expert insights with a focus on education and innovation. At INBOUND 2019, we’ll see a diverse group share their stories. From Katie Couric to Jason Blum, and Alexis Ohanian to Janelle Monáe, INBOUND speakers deliver meaningful content with an aim to inspire and act.

What does INBOUND mean?

At INBOUND’s heart is the inbound marketing methodology, which HubSpot originally coined as, “a business methodology that attracts customers by creating valuable content and experiences tailored to them.”

This differs from outbound marketing, which focuses on outreach and serving content that your audience may not want. The inbound methodology focuses on solving problems for your audience, making connections and building positive brand association and loyalty through those solutions.

Last year, more than 24,000 attendees converged at the Boston Convention & Exhibition Center to talk learn, network and find ways to apply these insights to their careers. The dedicated following is a testament to INBOUND’s value. For our first year attending, here are some of the sessions we’re looking forward to and why.

Beyond the Editorial Calendar: New Rules of Content Strategy

Ashley Faus, Sr. Manager, Integrated Media, Atlassian

What’s it about?

Ashley Faus, Senior Manager of Integrated Media at Atlassian, a software company, will talk about how customers are now in charge of the content they interact with and have the ability to choose their own content journey across channels. Because of this, your business needs to make sure that whatever content the audience is seeing is delivering the right message for them. Faus will talk through the new rules of content strategy and the metrics and measurements used to gauge success, including real-world examples of companies taking this integrated approach.

Why do we care?

By learning these new rules of content strategy, we can recommend and create stronger content that finds patients in their unique journeys. With a multi-channel approach, there is an opportunity to create different content for each individual touchpoint and each individual channel.

We’re interested to see content pairing strategies across different channels and how we can use limited content resources to create efficiencies across these channels. As we tailor our digital approach to more integrated strategies, we will need to ensure that each piece of content we produce or promote is still serving its own specific purpose.

Growth by Content: How to Drive Massive Organic Traffic without a Big Budget

Nadya Khoja, Chief Growth Officer, Venngage

What’s it about?

Nadya Khoja, Chief Growth Officer of infographic maker, Venngage, will explore ways to boost organic traffic without a big budget. While scaling traffic is typically proportional to a rising budget, it’s not always realistic to have enough spend to get to where you want to be. Khoja will talk us through the story of how Venngage went from 0 to 400k monthly organic visits, explaining how a range of content types can help you meet your acquisition goals with little to no ad spend budget.

Why do we care?

We’re hoping to use this information to optimize projects without big budgets and to make those projects with bigger budgets even more efficient. SEO and content strategy can help create efficiencies across paid media through influencing content to be hyper-relevant to the targeted audience. With less spend, we have to be more targeted and more strategic with what we are creating and why.

It will be especially interesting to see how long it took Venngage to grow this organic traffic and what other factors contributed to their success along the way. We’re expecting practical tips on using content and SEO to leverage a smaller budget into cost-saving wins.

More Than Social: Why the Future of Native Advertising is on Content Sites

Frank Maguire, Head of Market Development, Sharethrough

What’s it about?

Frank Maguire, Head of Market Development at native advertising company Sharethrough, discusses the future of native advertising and why you may want to rethink your social platform strategy. Maguire will talk about the value of each aspect of a native ad, how to improve overall native advertising campaigns and why native ads on content sites are performing better than native ads on social feeds.

Why do we care?

Using search and content data to influence native advertising can be an efficient tactic when deployed correctly. As we explore more opportunities with native advertising, we will develop a deeper understanding of placing the right kind of content within the platforms to reach the most effective audience. Data and research can influence the creative itself, but even after the creative is developed, you need to make sure you are using the best platform to host your native content.

We’ll learn more about the state of native ads, how experts see it evolve in the future, and how we can tie in organic insights with native advertising to provide the most useful information to our audiences. This could be especially relevant in areas where we may not have as much flexibility within web content guidelines.

Each of these highlighted speakers focuses on the concept of content marketing, which (spoiler alert) just happens to be a primary focus of those attending this year!

However, don’t let that fool you, there’s something for everyone at InBound 2019. InBound refers to themselves as not just a conference, but as a community, and we’re already getting that sense during our preparation for the event. What is really getting us excited is the diversity of professionals that are passionate about marketing to users in an inbound way. With celebrity entrepreneurs, brand influencers, industry experts, digital trailblazers, and next-gen innovators each establishing their presence at the event, InBound 2019 is set to be a truly exceptional week of learning. 

Stay tuned as our attending team details news, learnings and more from the at 2019 InBound Conference

Follow along with PHM at INBOUND on our Twitter and Instagram, where we will be providing updates for our followers.

For the latest news and updates, follow PHM on FacebookTwitter, and LinkedIn.

Questions? Thoughts? Ideas? Contact us.

POV & Insights

Let's talk!