What is Inbound Content Marketing? 5 Great Strategies to Use

Just as the presence in the digital world has been increasing in recent years, implementing an inbound content marketing strategy is increasingly common among companies of various kinds. From large organizations to SMEs, all have found in the inbound methodology, a formula to achieve the success of their actions.

In this blog post, we will focus on the very definition of inbound content marketing, inbound strategy, and inbound content marketing strategy, for which we have developed a series of essential strategies to use.

We will also share some tips for you to develop your inbound content marketing strategy perfectly.

What is inbound content marketing?

Inbound content marketing is a marketing strategy that focuses on attracting potential customers through the creation and distribution of valuable content that is designed to solve their problems and provide useful information. The goal is to attract the attention of the target audience and establish a relationship with them by providing content that is relevant and useful to their needs.

Inbound content marketing can take many forms, including blog posts, social media posts, videos, webinars, ebooks, whitepapers, podcasts, and more. The content is typically created to address the pain points or challenges that the target audience is facing and provide solutions or insights that will help them overcome those challenges.

The key to successful inbound content marketing is to create content that is high-quality, informative, and engaging. This means that the content should be well-researched, written in a way that is easy to understand, and designed to capture the attention of the target audience.

The content should also be optimized for search engines so that it is easily discoverable by people who are searching for information on the topic.

Once the content has been created, it is then distributed through various channels, such as social media, email marketing, and search engine optimization, to reach the target audience. The goal is to attract visitors to the website or landing page, where they can learn more about the company and its products or services.

Inbound content marketing is often used as part of a larger marketing strategy that includes other tactics, such as paid advertising and email marketing.

The key to success is to create a comprehensive marketing strategy that is tailored to the needs and preferences of the target audience and to continually refine and optimize the strategy based on data and feedback.

What is an inbound marketing strategy?

Inbound marketing is a digital marketing technique, which seeks to attract the user through the use of different sections of online marketing, such as SEO, email marketing, social media, content marketing, etc.

An inbound marketing strategy is one that defines objectives related to the attraction and acquisition of users and combines the different digital channels available, to develop specific actions that are highly focused on the target audience or buyer persona on whom it is intended to impact.

An inbound marketing strategy is made up of four phases, which coincide with the stages of the usual purchase process (AIDA).

Everything begins with the attraction of the user towards the web. Afterward, we will look for your uptake. Thirdly, we enter the phase known as “Close”, in which the user is intended to carry out a direct acquisition action (for example, a purchase). Finally, we talk about the “delight” stage, where user loyalty actions will be committed.

Taking into account these phases of the strategy and following the following recommendations, you will achieve incredible results. One of them is the greater visibility of the brand or the optimization of your digital actions.

5 Tips for Inbound Content Marketing

Although we are clear about what inbound content marketing is and what its different phases are, defining and developing an inbound strategy is a process that requires great dedication. For this reason, we want to share these general tips and recommendations so that your actions achieve the desired success.

1. Analyze your current situation

Before defining an inbound content marketing strategy, it is important to carry out an analysis of the current situation in which your brand finds itself. Where we are and where we want to go.

Each business is a world, it presents different characteristics, a particular story, and different strengths, and weaknesses. For this reason, the same Inbound marketing strategy can be successful for one brand and achieve nothing for another.

In order not to make that mistake, before starting in the world of Inbound marketing it is essential to analyze the company: billing, digital marketing budget, people trained to carry out online marketing actions, customer relations, and action history. This will help to mark the starting point.

One of the fundamental analyses within the inbound marketing strategy, about which we have already spoken on occasion, is that of the target audience. It is essential to identify and know your potential customers. For this, we always recommend the buyer persona technique.

The second analysis that cannot be missing is that of the available assets. That is, the resources you have for digital marketing actions. The main inbound marketing assets are content, community, recruitment channels, database, and mailing. Generally, all businesses already have these assets, although not to the same extent.

Within the assets, we find the content available to launch our online actions. This content grows as the Inbound marketing strategy develops.

However, it is advisable to have a base to start with. The content must be of value to users and includes images, videos, texts, infographics, ebooks, whitepapers, webinars, etc.

2. Keep it real

A very common mistake when defining an inbound marketing strategy is wanting to achieve very high goals from the start. Here, the previous analysis we have just discussed is necessary, and the setting of objectives according to your company and activity carried out.

Following the SMART objectives method, they must be honest and achievable according to the available assets and the capacity of the people responsible.

We must also take time into account. An inbound content marketing strategy brings benefits to companies in the medium-long term.

Wanting immediate results will only bring frustration and discouragement. It is better to define the objectives and the situation we intend to reach in a sufficient period of time to achieve them.

3. Use copywriting techniques

Any Inbound content marketing strategy must use a wide variety of highly specialized content. It doesn’t matter if it is long or short, written or spoken. More or less visual. Content marketing will help us convey the right message at the right time, to our buyer persona. 

However, not all texts have the same effect on the user. Copywriting techniques allow us to connect directly, making them feel identified with the brand.

One of them is storytelling, with which we will seek to transmit the message in the form of a story and in a specific context, specifically created for it. This technique is just as valid for long texts such as an ebook; as for short (social media posts).

4. Create a connection

All the elements of the inbound marketing strategy must have a connection to each other and be completely aligned. Thus, the general objective pursued must be the same. Objectives that, as we have seen, we set at the beginning of our Inbound strategy.

Likewise, the values ​​and the message that we seek to transmit to users must also be similar in all the channels used. Moreover, the channels used to transmit our content must also be connected, for example, through links.

Suppose you do not keep this connection between the different factors in mind. In that case, it is possible that you will transmit contradictory messages or that the user will not be able to identify the essence of your business.

5. Customize the actions

One of the benefits of carrying out an inbound content marketing strategy is the possibility of customizing the actions. It is a reality that personalized messages get better results than general ones.

For this reason, we recommend creating and expanding the database of customers and potential customers, differentiating it into segments based on the criteria of interest for your brand, and designing actions according to the characteristics of each segment.

Fortunately, there are marketing automation tools that make this job a lot easier. An example of this is Mautic, a highly efficient software that allows us to automatically direct messages to each segment of users, through different channels (landing pages, emails, dynamic messages, SMS, etc.).

Conclusion

Inbound content marketing is a powerful tool that enables businesses to attract, engage, and convert potential customers by delivering valuable and relevant content. It is an organic approach that focuses on building trust and relationships with the audience, rather than interrupting them with traditional marketing tactics.

Through inbound content marketing, businesses can establish themselves as thought leaders in their industry, increase brand awareness, and ultimately drive more sales. By creating high-quality content that meets the needs and interests of their target audience, businesses can attract and retain loyal customers who are more likely to make repeat purchases and refer others to the brand.

In summary, inbound content marketing is an effective and sustainable way to grow a business in today’s digital age. It requires a deep understanding of the target audience and a commitment to providing them with valuable content that meets their needs.

With the right inbound marketing strategy and execution, businesses can build strong relationships with their audience and achieve long-term success.