Done right, inbound content can yield excellent results for your business. Here’s a detailed guide to creating an inbound marketing content strategy.
Experts estimate that the global spend on digital marketing by businesses is in the region of $100 billion.
This huge number reflects the importance of the internet in the world of business nowadays. If you want your enterprise to succeed, you’ll have to make use of online marketing tactics.
In most cases, inbound marketing is the best way to do this. However, creating an inbound marketing content strategy that works is easier said than done in today’s competitive climate.
Read on to learn more about inbound marketing, and how to leverage it to maximize your business’s potential in 2020.
Why Inbound Marketing?
If you haven’t come across the term before, you might be wondering what exactly inbound marketing is. If you have heard of it before, you might be asking yourself why there is such hype around it.
Inbound marketing is any marketing strategy that gets customers to come to you. A social media post is a good example of a piece of inbound marketing; you make the post, then customers click into your page when they see it.
The opposite of this is outbound marketing, whereby you actively pursue customers through, for example, cold calling.
Inbound marketing is more popular than outbound marketing in most business circles, purely because it is more efficient. Outbound marketing strategies are limited by the number of customers you can actively pursue.
With inbound marketing, however, no such limits exist, especially not since the proliferation of social media and other forms of online content.
Creating an Inbound Marketing Content Strategy
Having a conceptual understanding of what inbound marketing is is one thing, but putting together a strategy that will win you business is quite another. To develop a successful approach, you must first understand the various aspects of inbound marketing.
Search engine optimization (SEO) is the practice of adjusting written content so that it performs better on search engines. When you’re writing blogs, one of your main aims is to get them near the top of search engine results pages so that more people see them.
There are a few techniques that are important here. They include;
- Keyword placement
- Structured linking
- Writing for readability
- Use of meta descriptions
While no one is entirely sure what the algorithms that search engines use to determine rankings look like, SEO experts have concluded that factors like these are the most important.
Content marketing involves attracting customers with content, whether written or visual. The concept is that the more compelling your content is, the more likely potential customers are to stop and look at it, and the more likely they then are to buy your product.
There has been much dispute in the marketing world about perceived competition between SEO and content marketing. Some argue that one is more effective than the other, while some say that the two are different sides to the same coin.
While there are valid arguments on both sides, it isn’t productive to view SEO and content marketing as competitors. Most successful inbound marketing approaches make good use of both techniques.
Pillar content is a key consideration in any inbound marketing content strategy. Getting it right is crucial to your reach and brand growth.
So, what is pillar content? Essentially, the term refers to a piece of content that is more central to your blog or website than the other posts you regularly make.
Pillar posts will generally be longer than ordinary blog posts, often stretching to several thousand words. They deal with topics that are central to your blog.
In 2020, no marketing strategy can afford to ignore social media. Social media platforms are where people focus most of their attention nowadays, and grabbing that attention successfully can result in rapid business growth.
However, there’s more to social media marketing than just setting up a profile and making posts. You need to consider your approach to social media carefully.
One of the first steps you need to take is to decide what platform you want to use. This should largely depend on the type of content you want to produce.
For example, written posts should go on Facebook. Photo-based posts, on the other hand, are better suited to Instagram.
Building Brand Awareness
As we mentioned above, the beauty of inbound marketing lies in its potentially limitless reach. You can put a piece of content online and see it get millions of hits – if you can strike the right note.
While this rarely happens out of the blue, it can be achieved if you’re intelligent in your approach. If you play the game properly, your content will eventually begin to reach a significant number of people.
When this happens, you want to make sure you’re sending out the right message. Building a brand is one of the most important facets of inbound marketing.
Your brand is the image of your company that consumers have in their heads. The more readily a consumer can recognize your brand, and the more positive the connotations that come with it, the more likely they are to pay for what you’re selling.
You need to keep this in mind at all times when producing inbound marketing content. Decide early on what your brand should look like and stick to this image whenever you post a piece of content.
Using Content to Grow Your Business in 2020
Creating an inbound marketing content strategy that actually results in growth for your business is not always an easy task. The competition for attention gets fiercer every day, and the average online consumer is quickly losing interest in content that isn’t truly exceptional.
With that in mind, you’ll have to make sure your content stands out.
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