Inbound content marketing is a powerful way to draw potential customers by developing personalized, useful information that is tailored specifically to their buying audience s journey. Unlike traditional or outbound advertising, inbound promotion is non-intrusive and uses many methods for communicating with consumers. These methods can include but are not limited to article directories, blogs, emails, press releases, telemarketing, fliers, flyers, word of mouth, special offers, coupons, and more. It is this non-intrusive communication method that makes content marketing so effective. Content marketers understand that their goal is not to sell but to educate, so it is not uncommon to find a content marketer offering a free report, email course, or recipe as a bonus for joining his or her organization.
Many companies have failed in their attempts at traditional advertising because they oversell, just to get people in the door. They do this by saturating the marketplace with one type of product or service, and once someone buys it, they end up with another order. This is not how inbound content marketing should be done. Content marketers realize that the customer is shopping for a solution to a problem, not necessarily a new product. Therefore, content marketers avoid overselling and do not flood the market with orders. Instead, they carefully select the right content to engage with the customer and then provide enough detail so that the customer understands he or she has gotten more than a discount or special offer.
While traditional advertising tends to be annoying to most people, inbound content marketing keeps customers engaged and informed. Traditional advertising tends to be “pushy” in nature. For example, when you go to a movie, you are practically bombarded with commercials. However, when you go online to search for a specific keyword, there are usually no advertisements. This creates the perfect opportunity for inbound marketing campaigns to engage the audience and keep them informed about the offerings of the business.
Unlike push marketing campaigns, inbound content marketing does not try to convince prospects to buy on the spot. Prospects who receive an inbound content marketing campaign are already interested in the business and likely will not act in a hurry. Because of this, inbound content marketing provides the opportunity to engage prospects in meaningful conversations before the prospect decides to buy.
Inbound content marketing is also easier to track than traditional internet marketing methods. Since there is no need for metrics and advertising data, creating content is not limited to the traditional advertising metrics. By creating content online, you can use tracking software and ad split tests to ensure your ads are delivering the results you desire. By creating inbound content marketing materials with an opt-in list, you are providing a way for interested prospects to receive information about your company or business. When that prospect decides to act on the information they receive, you have a better chance of converting those leads into sales.
When building an inbound content marketing strategy, it is important to keep in mind the importance of building trust with your target audience. Many online businesses fail because they focus on generating traffic and driving up the rank of their page in search engines. While search engine optimization is very important, your content should add value to your prospects. It should offer something of value that your potential customers cannot find on other websites. Once you have created your content, your next goal is to ensure that your potential customers feel comfortable using it.