Inbound Sales & Marketing is a methodology that attracts visitors to your website using Content marketing to educate, entertain and reward.
Learn how to create content marketing.
Content marketing is a strategic marketing approach focused on creating and distributing content that is educational, relevant and consistent to attract and retain a particular target audience. It can help you drive traffic and then engage with those leads as your nurture them through the sales funnel.
Create content that wows and grows your target audience.
Content marketing is an on-going process to attract and retain customers, to help you grow as a business organically building trust and credibility.
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Engage earlier in the sales process by becoming a source of useful information
Build trust by providing value through education rather than always selling
Be visible and proactive online when businesses are searching – using your content to attract them
Think about your offering as a solution to a problem – remember to talk about the pain
Give thought to the language that a lead would use to search on a particular problem – from keywords to buzzwords
Align your marketing messages with the buyers journey – what would the buyer be looking for at each stage of the journey
Try to remain “top of mind” when businesses are at the decision making stage by establishing a role as “thought leader” in your sector or business segment
Why does “Content Marketing” matter for businesses?
Content marketing creates reliable and cost-effective sources of website traffic. It is a strategic marketing approach focused on producing and distributing content that will help grow organic traffic to your website. It starts with a brief based on the target audience and their challenge and depends where in the buying journey your target audience is.
Using the “Content gap” analysis to spot your next move.
Creating a content audit, and assessing the strengths and weaknesses (SWOT) of your current content should provide some insights on filling out your “content gaps”. Use the analysis to compare your performance against the buying cycle (Awareness, Consideration & Decision), business goals (for example Educational, Revenue Generating & Customer Experience) or content objectives (Educate, Entertain, Inspire & Convince).
What kind of Content should we create?
The content plan should address how, when and on what particular platforms you will publish content. It will go beyond the type of content you’ll create, it should also cover how much resource you’ll invest in your content production.
To extend the reach of your content marketing, it’s all about making sure the content you create gets found, read and shared by the right audience increasing its overall impact. A “rule of thumb” is to spend 50% of your efforts on creating the content and the other 50% on making sure it gets distributed.
There are three main ways of distributing your content – via your own channels (owned), other people distributing and sharing it voluntarily (earned) and paying to distribute it (paid).