Inbound marketing helps you connect with new prospects by
giving them ways to find and learn about you – without the high cost or
intrusion of more traditional, outbound marketing techniques.
Today’s buyers are in control of educating themselves on their problems and potential solutions – and they want to keep it that way. Inbound marketing helps you get found by ensuring your content shows up in the online venues where prospective buyers spend time.
Because inbound marketing relies on
content to engage with prospects and customers, the quality and appeal of that
content must be strong. You must create content that begs to be shared, that
educates and inspires. In other words, you must offer content that is not promotional
in nature, but instead is relevant to your prospective buyers, helping them see
how they can overcome their challenges or achieve their aspirations. This
content
can take the form of articles, webinars, white papers, eBooks, slide
presentations, videos and more, and can be shared via blogs, third-party sites,
and social media where your prospects “find” you.
I know it can be overwhelming to
consistently generate a steady stream of content. So turn to other resources,
whether inviting those outside of your organization – such as industry analysts
and bloggers – to contribute content, or curating content on a theme that
appeals to your target audience. The bonus? By surrounding your own content
with that from third parties, you’re seen as a trusted resource and your
credibility rises.
Utilize Different Types of Content:
Articles, Blog Posts, Books/eBooks, Brochures, Case Studies, Information
Guides, Live Streamed Events, Manuals, Microsites/Web Pages, Podcasts/Videocasts,
Presentations, Press Releases, Product Data Sheets, Reference Guides, RSS/XML Feeds, Surveys, Radio/TV/Web TV, Webinars/Webcasts, White Papers
In the next post we will discuss expanding your Inbound Reach
and Visibility with SEO and Targeted Social Media.
No comments:
Post a Comment