Are You Making the Most of Inbound and Content Marketing?

POSTED: May 17, 2017 BY: CATEGORY:

Inbound marketing remains a focus for many B2B organisations in 2017. As more interruptive marketing tactics fall out of favour with consumers, a growing number of companies are increasing their content marketing and inbound marketing spend.

Inbound marketing means attracting potential customers to you, instead of going out and chasing them. We’ve seen a huge increase in this approach over the past few years, with the rise of content marketing as the cornerstone of inbound marketing, especially for B2B marketers.

There are a number of benefits to be gained by inbound and content marketing over other strategies:

  • Inbound marketing brings targeted customers to you instead of the other way around. If it’s done strategically your leads should be qualified before they even get in touch with you, saving your marketing team time and energy and speeding up the sales process.
  • Inbound marketing builds long-term brand loyalty. Providing a potential customer with information or content that’s helpful and useful to them is a great way to engage them and build loyalty. Over the long term this is far more effective than more invasive marketing strategies. Today’s consumers are savvier than ever before and they don’t like being marketed towards. Positioning yourself as helpful ally rather than pushy salesperson can generate a large amount of goodwill and help you build lasting relationships with your customers and clients.
  • Inbound marketing builds your credibility. B2B customers are generally very discerning and they want to know that an organisation they are doing business with is credible and professional. If you have a solid body of content that’s authoritative and reliable, this will build your credibility and authority in your industry, which is in turn likely to impress your leads.

In spite of the fact it’s been around for a long time, content marketing is still often misunderstood and it can be hard to get buy-in because of the difficulty in measuring ROI directly. Chances are you’re going to need to make a strong business case and set clear measurable goals so you can track the results from your content marketing efforts.

Most organisations create a content hub around their blog or website. Social media content and PPC advertising can be then used to drive traffic to this content, and from there to product or services information pages and down the sales funnel towards conversion.

Influencer marketing is becoming more prevalent in B2B marketing as well as B2C marketing. Creating content that can be published or promoted by someone with a bigger following than you is a great way to get your brand in front of a wider audience and build your credibility in your industry.

It has been demonstrated time and time again that content marketing is more effective than outbound marketing according. It takes a long-term approach rather than a quick fix one but it’s well worth it if you’re looking to build your credibility and grow your business over the long term.

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ABOUT THE AUTHOR

#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.