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.