I’ve got the Key, I’ve got the Content…..for Inbound Marketing

I’ve got the Key, I’ve got the Content…..for Inbound Marketing

Written by Professional Academy Tutor and Marketing Expert Peter Sumpton

Content marketing has become one of the key areas for many organisations to focus their marketing strategies around, it is relatively cheap to implement, informative for all stakeholders and with content now online, readily accessible, everywhere, at any time it might as well be you that is the creator and keeper of this content that can be so invaluable and provide you with a competitive edge, and here’s how:

Outbound marketing is about being the loudest, but inbound marketing draws consumers inInbound Marketing (just one string of the Content Marketers bow – other strings are available and should be implemented if not at least considered, but that isn’t for here. There are plenty of content marketing blogs that currently cover that) is about creating that pull effect that draws consumers towards an organisation, product or service that they are invariably trying to find. As satellite navigation systems guide you to a destination, inbound marketing can guide us to an end goal, be it a purchase, download, sign-up or request for further information. This is the complete opposite to outbound marketing where whoever generally screams (or pays) the loudest (most) wins. This is not to dismiss this form of marketing at all, as it is still as relevant today as it has ever been. You could say it is still something to shout about, but I’ll leave the puns here.

There are many different techniques that can be used to create inbound content and the age old marketing adage of, right communication, right message to the right segmentation of consumers could never be more prominent than for inbound marketing:

Content: The content created must be engaging and relevant to the target market it is being aimed towards.
Location: The content created must be easily accessible and more importantly easy to find for those you are targeting.
Time: The content created must be available within a realistic timeframe to coincide with both a marketing strategy and the target markets desire to see such content.

From blogging and SEO to public speaking, press and PR, each medium has its own unique way of connecting, informing and ultimately driving consumers to where both they and the organisation want them to be. Not only this, but inbound marketing can attract or even hold a consumers hand through each stage of the buying process, especially where big ticket items are concerned.

Ask not what inbound marketing can do for you, but what you can do for inbound marketingAs the internet has done for so many other parts of our life, Inbound Marketing can help not only assist in the consumers buying process making it easier and more informative, it also assists an organisation in building relationships, elongating lifetime value, reducing costs and increasing ROI. If an organisation demonstrates a level of expertise above that of its competitors then this can be a distinguishing factor in the final decision making of a potential customer. This is not to say that there are no disadvantages to inbound marketing. It is far from a quick and simple strategy. It takes time and a consistent approach in content creation to build up relationships that draw consumers towards you in a way that can have a lasting influence on their buying behaviour.

All things being equal; taking the time and planning regularity in the advice offered, hints and tips given and the imparting of knowledge can be the key to unlocking the secrets of a successful inbound marketing strategy.

Advantages Disadvantage

Non-Disruptive: A consumer searches for information as and when it is required. The skill is tin placing this information in locations that are easily accessible to your target market

Not a Quick Fix: Inbound marketing is a considered long-term approach that requires time and investment into building a relationship with target markets in order to have a lasting influence on their purchasing decisions.

Authoritative: Builds authority and credibility. As long as the content is quality and regular an impression will be formed of the knowledgeability of an organisation.

Enhanced Skill Set: It is not just an individual set of skills that is required as inbound marketing covers many forms of communication channels within different media i.e. website development, blogging, social media, content creation / sourcing and SEO, etc.
Long-Term Relationships: Ongoing delivery of information over an extended period of time to build trust and a relationship to the point the prospect is ready, and comfortable, to buy. Measuring ROI: It is possible to measure results at many stages in the process (clicks, downloads, follows etc) but to obtain a direct relationship to leads generated can be more of a challenge.

Process Driven: Inbound information (content) can be tailored to particular needs and delivered where it is most likely to be seen. This forms part of the process leading ultimately to a conversion.

Labour Intensive: Content creation, reformatting and publishing all takes time.

Cost Effective: Many of the elements are free or relatively cheap to implement / create.  
Consumer Interest Already Exists: The fact that someone is researching what your inbound marketing strategy is trying to communicate means they are already an interested party.  

If you would like to improve your Digital Marketing skills or complete a CIM qualifcation which includes Digital Strategy why not get in touch with one of our qualification advisers today and speak to us about which qualification is right for you today?