How Does Inbound Content Marketing Work?

I get asked this question from Adelaide and South Australian businesses almost every day.

The answer? Well, it all comes down to creating systems to attract and build a loyal audience that believes in your message, brand and products – even before they visit or revisit your business (bricks and motor or/and online).

Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat customers and ambassadors for your brand.

The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough on providing them with authentic and trustworthy information (and tell their friends).

Content marketing can use blogs, video, infographics, ebooks, podcasts, white papers, reports and amplified through social media sites (such as Facebook, Twitter, Instagram, LinkedIn, Google+, Snapchat, YouTube and Pinterest and coupled with awesome copywriting, with magnetic headlines, persuasive landing pages, and conversion-driven emails – it’s a smart strategy!

Content marketing starts with a clear understanding of who your customers are – and we’re not just talking about ‘segments’. What we’re talking about is far deeper and more personal. We’re talking about ideal customer personas – semi-fictional representations of your ideal customers.

When developing personas you’re looking to get into their hearts and minds and really understand their problems and goals so you know what makes them tick.

Armed with deep insights into the goals and drivers of your personas, you can then explore the journey they take as they search for solutions to their problems.

Then you can identify the right topics and types of content you need to develop to help them get excited about your products and services and to understand their needs at each stage of their purchase process.

You’ll ultimately, help them make informed decisions about your products and services and encourage them to give you their email and contact details so you can re-market and engage with them on a more personal level.

By creating remarkable content and serving it up to your ideal customers at the right time will equal success – and Google will love you for it too!

So how does all this fit with social media?

Social media marketing is the process of gaining website traffic or attention through social media sites. So, to make sure your educational content, personal stories, and valuable information about your niche reaches your ideal customers (including the media and business leaders), you use social media channels to distribute and broadcast your content.

To really gather momentum with your content marketing plan we encourage everyone to spread content far and wide by strategically and effectively re-purposing content through Facebook, Twitter, Instagram, YouTube, LinkedIn, Google+ and Pinterest and accounts (Eek even Snapchat!).

To be successful with content marketing it’s essential that you create professional and informative content whilst distributing it through social media channels and email – using world’s best-practice.

Focusing on creating and importantly distributing valuable, relevant content to attract, capture and retain a clearly-defined audience that ultimately drives audience actions is what it’s all about.

Utilising the varied social media channels, your website (with strong SEO) and email will create more opportunities to tell your brand stories, share educational information and provide valuable and useful content.

Your key messaging should always be beyond a statement or a great picture. Remarkable content will answer the burning questions your ideal customers have.

By being open, honest and generous with your content you can get your customers and ideal customers to really know, like and trust you, so much that they rave about you and your business to friends and family (and anyone online who will listen).

It’s all about talking to and serving your ideal customers through content marketing with these five focus areas:

Attraction. Retention. Conversion. Measurement… Repeat!

yes please

Here are just a few points to just highlight the importance of what a remarkable Inbound Content Marketing Strategy can do:

  • Increase brand awareness
  • More efficient valued customer communication
  • Engage with unexpected customers
  • Liaise with media and industry
  • Establish brand as a leader
  • Increase database email sign ups
  • Build valuable relationships with your audiences
  • Help make personal and emotional connections
  • Enhance your brand image
  • Boost customer engagement
  • Improve your customer experience
  • Help grow a long-term, loyal and ambassador-like audience
  • Get people’s attention
  • Increase email response rates
  • Give you more control over your message
  • Increase newsletter sign-ups
  • Attract the ideal audience
  • Influence decision makers
  • Can be re-purposed and re-imagined without reinventing the wheel
  • Improve your social media presence
  • let you tell important stories about your brand
  • Help you manage your online reputation
  • Provide a strong SEO organic source of traffic to your website
  • Give you a strong consistent voice
  • Feed the hungry social media content machines!