Inbound Content Marketing

Getting started

'Driving up revenue' is almost certainly the end goal of your digital marketing strategy; however, it’s the question of "how" that you need to answer with laser clarity.

As such, a successful digital marketing strategy begins with setting goals. And, obviously, your digital marketing goals should align with your wider business goals.

For example, are you aiming to drive brand awareness, shorten the sales cycle, or to increase customer satisfaction? Whatever the case, a great way to measure your impact is by establishing Key Performance Indicators (KPIs), of which there are literally hundreds. A few tried-and-true examples are: website visits, lead conversions, social media engagement and sales qualified leads.

KPIs help you plan your campaigns and tactics with greater insight when they are based on a combination of your historical marketing performance and the goals of your new campaigns.

Inbound vs. Outbound (aka value-based content marketing)

That's all great, but it's rather centred on your company. You do stuff at people and then you measure the results. However, when deciding on your strategy goals, it's important to remember that, when online, people mostly don’t like to be sold at because they're probably busy doing something else. When people market at us, with no engagement to our current task, their message is at best irrelevant to us, and may even obstruct us from doing what we were doing. Put simply: it's annoying.

So, how can you reach the people who will benefit from what you've got to offer?

The businesses who prosper online are those who publish content that teaches, inspires, guides, or solves a problem for their target audience. This also relates to your website's SEO , which prospers when you focus on the needs of your website visitor. And of course all this helps build and reinforce your brand too.

Creating content

What sort of content do you need then?

Start with the core message that your company or brand needs to communicate to your leads, prospects and customers? This will be the beating heart of your digital marketing program.

As we mentioned above, your digital marketing content should speak to the needs of potential buyers and introduce them to the value of your product or service. To be heard in a congested space, your message needs to retain a consistent voice and tone. This will support your success by building a following, inspiring consumer loyalty and strengthening connections with customers.

Before you begin creating digital marketing campaigns, it can really help to create "buyer personas". These will intelligently guide your content strategy, from what type of content you create, to what you say, to how you promote it. Every audience is different, so you need to know which goals drive them, which fears keep them up at night, what they are held accountable for, what factors motivate them, and what media they consume. The more details you know, the more narrowly you can focus your campaigns and the better results you’ll get.

Once your message is out there, consumers (of your content), will find and interact with your brand organically and share what they find on social media. More importantly, these loyal followers can then be converted into leads and sales – naturally, because you've already given value to them.

In short: we will work with you to put together a programme that will help your website users. They'll be offered them valuable online content, and they’ll reward you in return.