Content Marketing Is About Getting Found
Traditional (outbound) marketing encourages companies to focus on finding a small number of customers within a large audience. To do this they use techniques that are only generally targeted and interruptive. Such as cold-calling, print/online advertising, direct mail etc.
Content marketers create blog posts or videos that potential customers want to see. They create useful and engaging material that visitors find informative and helpful.
Drawing in well qualified customers to a business, product or service by using attractive content like a magnet is an effective strategy.
Inbound Marketing Is Efficient
Inbound marketing only requires that you create good quality content and then talk about it online usually with an audience of people who are interested in your message. People who find you via search are self qualified and interested in what you have to say. More good news is that most of the tools you will need such as blogs and social media accounts are free and easy to use.
Unlike advertising which is an ongoing expense content creation is an investment; having produced quality posts and articles they will continue to rank well and drive traffic from search engines for some considerable time.
Having created your compelling content you then need to work on converting your in bound traffic into leads and ultimately sales
Calls To Action & The Buying Cycle
One of the best things about inbound marketing is that you can connect with you target market wherever they are in the buying cycle. This is particularly valuable for smaller businesses who offer higher value products or services which typically requires an extended period of interaction before a purchase is made.
By creating content that appeals to potential customer in the early stages of research with “introductions to…”, basic guides, check lists or primers or those at a later stage with tools, pricing guides, or specific content about the use of a product or service you will engage with potential customers wherever they are in the buying cycle.
Having brought a visitor to your content you can use calls to action and landing pages to further engage with them. Your call to action can use an online form or registration to collect data. You can incentivise the exchange with the provision of items and extras appropriate to their stage in the cycle. Armed with this knowledge your sales and marketing teams can then reach out to guide and nurture the potential customer through the cycle towards conversion.