Wednesday, October 7, 2009

Don't Put Me in a Bucket, Yo! Live from #IMS09

I'm here at the Inbound Marketing Summit in lovely Foxborough, MA (yup, the home of the New England Patriots). This is the fifth occurrence of the event and second time in the Boston area. I am proud to say that I've attended four out of the five and this is by far the best attended out of the five. The focus of the event is on harnessing the power of things like social marketing, media and search engine optimization.

My original intention was to blog several of the panels but as you can see, it's nearly 3:00 PM ET and this is my first one. Oh well, that's what happens when you run into a group of about 100 people that you haven't seen in a while and you need to do some catching up. Fortunately, I saved the cream of the crop for you and I'm kicking this off with a friend and super smart guy, CC Chapman.

CC's talk is on "buckets" or more importantly, the importance of not putting people into buckets (he used an example of him being announced as a "daddy blogger" -- arguably, it's something he does but it's not what he wants to be categorized as. Too many times today, he sees people getting put in buckets, especially as they become well known for a particular facet of their social prowess (podcasting, daddy/mommy blogging, photography skills, etc.) This is interesting because another good friend, Melanie Notkin, founder and principal of, has shared similar frustrations when she's been billed as "a blogger."

In both cases, neither CC nor Melanie were trying to distance themselves from the world of blogging, but rather for being pigeonholed into one particular category. This is particular important when you think about pitching a blogger, reporter or podcaster.

p.s. the reason I chose this photo is that I had a burger with CC at 5 Brothers today lunch. I couldn't resist.


  1. And I cannot haz cheezeburgers.

    The reason I'm frustrated being called a 'blogger' as it relates to is simply because is not a blog. It's an online magazine. All women who are digital publishers are not bloggers. Which isn't to say blogging is not a great function; it's just not the function of

    But hey, labeled me a "blogger" today in an article about the new FTC guidelines. Did I cringe a little when I read that? Yes. But they also called me an 'online personality' and so I forgive easily. :)

    Now I can haz friez?

  2. Glad you enjoyed the talk Aaron. With such a short time to speak I wanted to make sure to present a single idea and then really hammer it home.

    I also wanted to make sure that with so many fresh faces in the room that they realized that they are going to have to work hard to find the people they want to get involved in their campaigns since there are not always nice little buckets for everyone.

    Great catching up with you back here in New England.

  3. Thanks for the post, Aaron. C.C. definitely got a mini-round of applause from a few of us ladies (including me and @tamadear) in the #IMS09 audience when he explained that not all mothers who write are "Mommy bloggers." AMEN. I'm a Mom (and proud of it), and I'm a writer. Sometimes I write about being a Mom. That does NOT mean I belong in the Mommy Blogger bucket, nor any bucket for that matter. Why is it that so many feel the need to put people and ideas into neat little buckets in order to truly understand or engage with them? I know I have many personal and professional interests, and I don't particularly care to be pigeonholed into any one. None of us is one-dimensional. The best way to discover the many dimensions of your audience is to listen...listen...listen. As C.C. said, it takes some real work to find the people you want to reach, and very few of them will be found in a bucket (dear Liza, dear Liza).

  4. Melanie - thanks for expounding on my weak explanation. ;)

    CC - you done good. and it was great connecting w/ you too.

    Carissa - amen sister!