The success of inbound marketing is all about great content. There are several types of content that you can use to bring in customers. Each type has its own set of guidelines that will help to optimize your messaging and garner the most response. Several other types of content can be used to reach your target audience, but any great inbound campaign will need to contain these three.
Company Blog
Your company blog is the best way to attract customers to your website. Showing that you are an expert in your field by consistently publishing content that educates your potential customers will help you to stand out among your competitors. You want your blog title to be exciting and tell the reader exactly what to expect from your content. Within the body of your blog, adding subheadings, numbered lists, white space, and bullet points will make your content more easily digestible. Be sure to add a 'call to action' to each blog post that directs the reader to premium content that will further educate them and help them progress through their buyer's journey. The use of keywords related to your topic and target audience is essential in boosting your SEO.
Email Workflows
Email can be a great way to reach a large number of prospects with the click of a mouse. Email can be considered and used as a part of either an inbound or outbound strategy. The content housed in your email will generally be more direct and to the point than that of your blog post. Your subject line needs to jump off the page to persuade the recipient into opening your message. Personalization is a key part of any email campaign. You want to avoid sending emails from a 'no reply' address. These are people you're trying to draw towards your business. You want them to reply. Ensure you provide them clear instructions on how to get in touch with you and use the recipient's name in your email greeting. An email should also contain a 'call to action' that links to relevant premium content to bring the reader closer to becoming a lead. Email content can also be a great way to further educate and nurture current leads.
Premium Content
Premium content is your biggest opportunity to educate your potential customers and show off your expertise in your field. Premium can consist of white papers, case studies, ebooks, and several other, more detailed pieces of literature. When a prospect downloads your premium content, this is a key indicator that they are interested in your subject matter. You want to have content that will speak to potential buyers in the awareness, consideration, and decision stages. Depending on what piece they download, you will be able to tell what stage they are at in the buyer's journey. Allowing you to gear future content to that prospect's specific needs. Make sure your premium content is easy to download and immediately available to anyone interested in your material.
Why You Need All Three
Your blogs will traditionally be the most forward-facing and highly read pieces of content that you produce. They will also be the most plentiful. You must post consistently to gain a loyal following. Email is still a very effective tool for reaching those decision-makers that may not be browsing the internet frequently. It also allows you to track the interests of specific decision-makers and gauge their interests in a variety of topics. Premium content is what can establish you as a thought leader in your industry. Whitepapers and Ebooks allow you to go more in-depth about your chosen topics than blogs or email pieces. It is important to realize that all decision-makers are different. Reaching your target audience can be a challenge. Through the use of these three types of content, you will significantly increase the chance of your material reaching the people it is meant for.
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