6 Content Marketing Strategies to Nail Inbound Marketing
Content Marketing is one of the oldest strategies in the book. John Deere is one of the first companies documented for their successful content. In 1895, John Deere started printing a quarterly magazine due to the advances in transportation and communication. By 1925, he had 4 million readers.
The most noticeable reason for this success comes from what was inside the magazine itself. Deere didn’t try to pitch his audience. He accomplished something bigger by becoming a resource for agricultural readers, offering tips and articles geared towards his market. His magazine shows how building brand loyalty reaps more reward than selling to your customer.
This is the essence of inbound marketing: to attract the right customer, engage with them through relevant content, and delight buyers by being a long-term, trusted resource. Quality content is what delivers your inbound marketing strategy. Inbound marketing and content marketing are different as content marketing is a part of inbound. The important thing to note: you need both to succeed.
There are 7 must-have content marketing platforms to utilize in an inbound marketing strategy. Using your buyer personas, you are already creating relevant content for the right customer. Now it’s time to get the content in front of them:
Organic search and blogs
Blog posts and white papers are going to be the core of your content. As you approach written content, the strategy has to be geared towards what your audience is searching. Using tools like UberSuggest can help your team determine what keywords have higher search volume and the likelihood of future page 1 features.
Narrow down the keywords that are relevant to your expertise or product. Remember, this is about becoming a thought leader for your market. Be selective and choose terms and topics where you know you have a strong stance. Then, make your white papers and blog posts reader-friendly yet professional. You want to seem relatable as much as you want to seem knowledgeable.
Along with SEO, the next objective is to get this content in front of your target audience and attract them to engage with it accordingly. Blog posts and white papers can serve as the foundation of your content marketing strategies as now you only need to get the content in front of that audience. This is where other platforms come in.
Email marketing still stands strong and with valuable, relevant content at hand, you can easily get in front of your target buyers this way. While email is notorious for having low open rates, it still has high return on investment. In fact, for every $1 spent on email marketing, there is $42 in average return.
Deliver emails with video highlights and a CTA to your blog. Be creative and test subject lines to see what attracts your readers (and the right buyers, too). The more interactive the email is, the better.
Social media is a great way to highlight your content and attract your target audience. Based on your buyer personas, you can leverage the best platforms to invest in on a consistent basis. For instance, if you’re B2B, LinkedIn might be the platform you cater to more often. If you’re B2C and your target buyers are Millennials and Gen Z personas, maybe videos on TikTok will be a better fit.
Either way, you can highlight content in a creative way and attract them to your content. Did we mention it’s free? Social media should be a no-brainer for your business. Make people aware of who you are and provide them with timely resources to attract them to your business.
Delivering informational brochures or regular newsletters to your target audience can be another way to get your content in front of them. Articles, current events and tips can inspire and attract buyers to trust you as their guide. Take John Deere’s word for it.
A podcast is a huge project but it can be a really successful avenue to connecting with your audience. With consistency and time, podcasts can reap high-intent buyers and attract customers who have learned to trust your thought leadership through an audio platform.
Podcasts can be turned into videos, blog posts, emails, and social media posts. And if you can bring on other thought leaders in the space to speak on the podcast, you can attract even more target buyers to your brand.
Webinars, much like podcasts, open your business up to new viewers. With well-delivered webinars, you can attract and interact with people in your market and create content from the topic spoken about on the webinar. This can also leverage more video in your content and provide a more interactive experience with your audience.
If you haven’t read it yet, read part 1 of our inbound marketing series here.