How content creation can help your business.
December 3, 2019
“Targeted content creation forms connections with customers seamlessly and organically."
WHAT IS INBOUND MARKETING
Inbound marketing is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them.
Creating new, frequent and insightful content is a healthy and necessary practice of business in any industry (Agrawl, 2016, Forbes).
Experts, specializing in establishing a solid inbound marketing strategy, create content aligned to an overall business’ marketing and sales strategy.
HOW DOES INBOUND MARKETING VARY FROM OUTBOUND MARKETING?
Inbound marketing tactics, such as targeted content creation, exposes a business to a broader audience in a natural way, unlike advertisements. Where advertisements push a message, content creation forms natural connections. By offering people valuable content, often related to topics they are interested in and already searching for online, a business becomes a valuable resource.
While outbound marketing interrupts audiences with content customers don't want, inbound marketing connects offers content they're already looking for, also offering solutions or resources, for problems they already have.
FORM NATURAL CONNECTIONS WITH POTENTIAL CUSTOMERS
To effectively draw in potential customers and drive inbound website traffic, it is essential to curate content by utilizing identified phrases and topics relevant to the primary customer base. By making a natural connection with potential customers through relevant content, organic engagement and trust is developed, prior to forming an official relationship.
WHAT ARE THE BENEFITS OF INBOUND MARKETING?
Establish trust with helpful content
Connect to new customer in a relevant way
Helps improve website SEO
Boost revenue potential by attracting new visits to website
EFFECTIVE INBOUND MARKETING IS RELEVANT
Creating effective inbound marketing strategy specific to a businesses’ primary customer base, relies upon content that is relevant. Relevant content builds trust and credibility, while earning new business. In order to curate relevant content, it is essential to understand your customer, and what they find useful.
WHAT IS TARGETED CONTENT?
We refer to this natural connection as a “soft sell” vs. “strong” sales approach. The right content informs, solves problems, answers questions, offers entertainment, makes us smile, guides decision making, offers useful advice, and more. The right content helps attract more prospective customers, by attracting new visitors to the website naturally, which ultimately generates more revenue potential.
Targeted content creates seamless connections that would likely otherwise not occur introducing a whole new audience and draw in potential new patients customers.
INBOUND CAMPAIGNS
An inbound campaign may include a series of content articles aligned to the primary customer demographic. Inbound content that is curated to topics aligned to the primary customer demographic and may also include phrases and keywords embedded in each separate inbound article. Content curated for the primary customers should focus on topics relevant to them. Keep in mind, this content may not exactly fit to the business. Rather, content is meant to align to the customer.
HOW TO SELECT THE RIGHT INBOUND STRATEGY
Hiring an inbound marketing specialist is recommended. Experts will conduct significant research and SEO strategy to outline a specific plan related to overall business goals. How does inbound strategy boost SEO goals? Effective inbound strategy will work to boost overall website traffic and drive overall website traffic.
Curate Content - a series of articles is a great inbound marketing strategy. The focus of each article should include strategy aligned to organic search ranking results with phrases, prior to running any pay-per-click (PPC) promotions. The focus of each inbound article should align to the research conducted on the customer base such as: age, hobbies, personal interests, lifestyle, etc. The articles then should undergo backend work. Backend work should include link-building.
Establish Website Ranking - establishing strong website ranking includes accomplishing Organic Google search ranking. This takes a lot of time and work. Along with strategic content creation, link building and other related inbound strategies should be implemented to boost overall site ranking.
Drive Website Traffic - the overall goal of inbound marketing strategy is to drive website traffic in a relevant, organic way. All other marketing efforts should support the inbound strategy.
WHY IS GOOGLE RANKING IMPORTANT?
The first organic search position gets more clicks, brings in new customers and increases lead conversion. What does this equate to? More business. The key factors impacting website ranking are complex and also constantly changing. The constantly changing complexities make it more important to stay on top of inbound marketing strategy. In order to get found by potential customers, you will need to spend time on your website ranking. Inbound marketing will support this ranking over time. Research and experience identifies website ranking and the bottom line.
The following statistics reveal the importance of where you rank:
Top position, page one of Google get 33% more clicks
- The top 10 positions, page one of Google (essentially the 1st page) receive 95% of all clicks
- Customers rarely take time to search past page one
- Any ranking results past page 2 of Google is irrelevant and a waste of time
Studies reveal that as Google maintains 85+% market share, it’s vital for businesses to invest in, and actively work at, Google ranking. If page one of Google is so important, how do you achieve top ranking? The goal is not only to rank on page one of Google, but to rank at the top of page one.
Many factors impact website ranking. Additionally, these factors are always changing based upon Google’s complex algorithms.
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