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The HBR post notes “Nine out of ten organizations are now marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value. That’s quite a shift in what is, by the standards of media and marketing, a very, very short time. And in the end, isn’t having a dialog with your customers what business, and brands, are supposed to be about? We’re still early in the shift to conversational marketing, and not all brands are excellent at it. Sure, there are as many examples of flat footed or poorly thought-out executions as there are screaming successes, but again, we’re just getting started. I love that there is this whole other spectrum of advertising because it gives companies much more scope to do something amazing no matter what size their budget.
I think that content marketing is the best way to promote something right now and specially if you know how to tell a story, it could end up viral as well.
Right now it’s really good if you can afford to pay some extra $$$ to get some mentions over the place and get a good story. John Battelle, 45, is an entrepreneur, journalist, professor, and author who has founded or co-founded scores of online, conference, magazine, and other media businesses.
Marketing your content though is a challenge in a world where there are over 2 billion internet users who are bombarded with emails, streams of tweets and banner ads. The process of content marketing involves the creation of material that is informative but is also written on a perspective which shows your business in a positive light. Great content will position your business as a thought leader in its industry and it will also educate, inform, entertain and inspire. There are many ways of doing content marketing but not all methods yield the positive results! There is a tendency to create too much content, unleash it on the Internet and then expect it to carry traction throughout the year but this isn’t always a good idea.
Once your content has been published, the main objective is to get as many people to see view it who may be interested in your business and leveraging social media is an excellent place to start in order to achieve this. In addition to this, we already know that Google uses social media signals when deciding your positions in the search results so an article that gets a good number of ‘Likes’, shares, comments, tweets, +1s is likely to improve your search engine positions as well. Find out what your target audience are interested in and create high quality, engaging, thought provoking content that they would be interested in.
Your article needs to be able to turn up in search engine results pages (the holy grail is to be on page one at the top of the page) and then by having the right headline and description attract the right people.
People receive sales pitches all the time, be it in the electrical store, through the post, a popup advert on the Internet or whilst passing a billboard. My book – Blogging the Smart Way “How to Create and Market a Killer Blog with Social Media” – will show you how. Thanks for the tips Jeff, this is valuable for a start-up business or an established one getting their business online. Are there any major differentiators when it comes to inbound vs content marketing, and what are they? Simply Googling the phrase will bring up search results with strong opinions on both sides. Both inbound and content marketing rose to prominence for the same reason, which was a rapidly shifting landscape of consumer behaviors. Jack Liu reports that in 1994, corporate spending on internet marketing was close to nothing. The absolutely official explanation for “inbound marketing” is that it was coined by HubSpot co-founder Brian Halligan in 2005.
While this concept has evolved significantly over a decade, at its core, inbound marketing is about attraction - pulling your prospects towards you, instead of pushing your message. However, agency executive John McTigue traces the origins much further back, to the mid 1850’s. Some of the world’s sharpest brands, including General Electric, began moving towards more equal relationships with their customers around the 1950’s and 60’s, by choosing to integrate their customer feedback into their product development lifecycle. Leading subject matter expert Joe Pulizzi believes the idea of content marketing was first put into practice in 1895 by John Deere, one of the world’s first brand publishers.
While tractor sales were certainly a nice side effect of John Deere’s unique outreach, it wasn’t an explicit goal. Jello published free recipe books, Hasbro sponsored comic books, and Proctor & Gamble sponsored serial radio dramas (which is, in fact, where the term “soap opera” originated). While the practice wasn’t exactly new, brands were dealing with the fact that consumer trust in paid advertising had begun to plummet.


The discussion gets pretty complicated when you get down to dissecting the actual differences of inbound vs content marketing.
For the sake of simplicity, I’ve chosen to go with HubSpot and Joe Pulizzi of Content Marketing Institute’s own definitions of the terms: “Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. However, a mature inbound marketing program will include lead scoring and lead nurturing, so the sales team is only receiving high-qualified leads.
Also, some could argue very easily that content marketing is only one component of an inbound marketing strategy. While all of these involve content, they’re not really content marketing because they’re analytics-based models for the sole purpose of internal program improvement.
Content to attract visitors to your website, convert them to leads, and educate them on their purchase decisions.
However, every organization has got to make a decision about how they target and distribute this content, aside from the whole inbound vs content marketing debate. All of these questions, and many more, are what actually take your marketing program from theory to effective practice. Regardless of which side of the fence you fall on in the inbound vs content marketing debate, I think one thing’s pretty clear.
Similarly, content marketers shouldn’t try to improve their communication and transparency with the sales department simply because it’s not often discussed in content marketing circles. Do you think there are any significant differences when it comes to inbound vs content marketing? 7 Tips for a Rocking Social Media Strategy15 Habits of Legendary Content Creators6 Content Hacks For Rocking Inbound Marketing4 Content Creation Secrets from C.C. This white paper from Limelight, part of the Adrants white paper series, will show you best practices, tips, and solutions for turning content assets into online customer engagement and higher web conversion rates. Download this free white paper now and learn how you can implement and benefit from content marketing.
Back in 2007 (!) I wrote a post that pointed to early examples of content marketing in a social and digital context, and offered a framework for why this nascent movement made sense. But even the most traditional brands are now deeply engaged in figuring out how to be part of conversations that matter to them. Brands are finding their voice, and we, their audiences, will determine the value they add by our response to what they have to say. I have seen some fantastic videos which have clearly not cost a small fortune, but still promoted a brand. Good content marketing will create interest in your business, attracting traffic to your website and hopefully, sales or conversations as well. News and current events change all the time which means your target audience may not be searching for the same things as they were searching for two or three months ago. Once you find out what types of articles seem to be the most effect, you will have a better idea as to what types of content your target audience are interested in.
Posting content on your social media accounts will bring your content to those following your social media accounts. To do this, you should include some relevant keywords into your article but don’t overdo it. They’ve become very good at noticing a blatant attempt to make them purchase something which is why all marketing articles should aim to inform rather than sell a product. Once high quality content has been created, it needs to be promoted and monitored using web analytics and call tracking solutions. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. I have found that if your content is interesting, insightful, compelling, relevant AND you do not sell but rather provide value-adding information that can enable the recipient to solve problems (or look good in the boardroom) your subscriber base will continue to grow and the requests for more information, mettings, etc.
The part that I would have every blogger, or webmaster write and put on their fridge is quality, over quantity. While mass email messages occurred as early as the 1970’s, it wasn’t until the mid-1990’s that internet usage at home, on personal computers really began to take off. Over the past 20 years, the internet has slowly overtaken the way consumers interact with brands. Within a year of developing the idea, Halligan and MIT technologist Dharmesh Shah had founded HubSpot, a cloud-based service that aimed to provide everything marketers needed to launch a comprehensive, permission-based marketing strategy.
A typical inbound marketing strategy may include content creation and distribution, via blogging, social media and email marketing, in order to generate, nurture, and close leads.
Mechanical Harvester Inventor Cyrus Hall McCormick used educational methods to drum up interest in his farm equipment, as opposed to more traditional paid advertising.


Throughout much of the 20th century, brands began to engage more and more in distributing free content with a stated purpose of providing value to their customers. However, for the sake of any purists reading, Pulizzi himself coined the term in around 2001, to describe the increasing phenomenon.
You had to earn trust and respect, not push your product, when it came to your marketing messages. While the terms are distinct, there’s variation in how they’re used, even by leading professionals.
That’s not to say that content marketing isn’t a practice designed to support the sales process, because it certainly is. While high-quality content can certainly help in this process, few purist content marketers I’ve encountered address the idea of sales-marketing alignment regularly. An advanced inbound marketing program will include data-based customer models, the application of decision science in order to progressively profile leads, and things like marketing experiments for conversion optimization. Regardless of whether you choose to go with inbound vs content marketing, a hybrid of the two practices, or a program completely of your own design, you’re going to need to create content.
Blogs, eBooks, and whitepapers to improve your SEO, and engagement on your social media channels.Content marketing is at the heart of any effective modern marketing strategy, and we’re absolutely living in an era where it’s crucial that brands are also publishers.
In my professional opinion, the worst thing you can do is adopt inbound or content marketing at the total exclusion of the other. The only way to determine what’s going to help you exceed your KPIs as a marketer is research, testing, and the ability to pivot quickly. Publish content consistently and persistently making your sure the content you produce has some relevancy to current events and what your target audience may be interested in at the present time. If these people like your content, they may choose to share it with their followers and a snowball effect is created which may possibly result in your content going viral!
Creating an interesting title will definitely be effective in getting a user to click on your article rather than the next person’s article but a poorly written, uninteresting article will just get scanned and then discarded. Provide genuinely useful information on a topic which would allow you to mention your product or service along with some of its merits.
It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog. As consumers began to unlock the wonders of electronic messages, and navigated websites pre-search engines, some of the very sharpest marketing minds (including Gary Vaynerchuk) realized that this internet thing was going to be huge.
These fast-shifting behavior patterns have rendered many forms of traditional marketing a lot less effective than they used to be. I mean, look how much they actually have in common: In fact, Joe Pulizzi even admitted in a 2010 presentation at HubSpot’s headquarters that the two practices were pretty much exactly the same thing, stating “we are indeed all media companies today and it doesn’t really matter what you call it.” Or does it? Does your content include enough information for your current customers, or existing leads?
If you’re doing inbound, don’t dismiss pay-per-click advertising simply because it doesn’t fit into your model. Content marketing has birthed native advertising, which has given new life to independent publications like Quartz and Vox.
As a general rule you should always add keywords but the article should be written for a human, not a search engine. A well written article will make the reader come to a conclusion without sounding like a sales pitch. While both inbound and content marketing are relatively new practices, they’ve both won some serious proponents (and probably a few detractors) during their years in use. Where there is a consumer there’s a marketer- hence the explosion of inbound and content marketing methodologies. What about a branded magazine that’s sent via snail mail (Content Marketing Institute publishes a fabulous one)? And it’s become the lifeblood of massive platforms like Twitter, Facebook, Tumblr, and LinkedIn.
Brands might hear criticisms that are valid, and have the chance, through conversations with customers, to address those critiques. Customers have the chance to give their input on new versions of products, ask questions, learn more – in other words, have a dialog.
Or developing a transactional relationship with digital influencers, who will in turn promote your product?



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