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Inbound marketing focuses on being found by potential leads instead of searching for customers.
Traditional marketing methods such as paid TV ads, direct mailings, cold calling and trade shows are costly. When a potential customer does a web search, they are actively searching for your product or service. Content marketing is creating valuable information to display on your site to increase customer interest.
Inbound marketing should not relying just on generating business but a balance of nurturing leads and converting visitors into customers.
Since the newsletter was actively sought, it is less likely to be viewed as spam, but it is wise to set expectations and inform how often your emails will be sent to the individual.
These email automation systems have customizable opt-in templates and for more creative opt-ins you may need a developer to create unique opt-in forms. Using sites such as Twitter and Facebook to generate interest in a product or service are great ways to use inbound marketing strategies.
Tip: Also make sure to provide a link or phone number in the video description to ensure they will find your company.
It’s a brave new world for marketing and it’s important for businesses to stay on top of all the current trends and directions that inbound marketing are taking. Charise Stevens is an innovative marketer and SEO strategist specializing in digital marketing in San Antonio. The term “content marketing” has recently reached buzzword status, although any marketers worth their salt have been doing it since the beginning of time.
We spoke to content marketing experts Barry Feldman and Robert Rose and found out what they thought of content marketing today. Barry Feldman, of Feldman Creative, is a content marketing strategist and creative director. Robert Rose is chief strategist at the Content Marketing Institute and a senior analyst with Digital Clarity Group.
Both Robert and Barry agree that increased audience engagement is an essential stepping stone to creating more leads, which is a primary avenue to increased sales.


American Express’s “Unstaged” program organises live music events for streaming online as well as edited release after the show.
By knowing who their audience is and having their personal email addresses from the registration phase, they can effectively market their services directly to potential customers. Adapting content strategies to changing markets and keeping ahead of the crowd are important, but actually doing it is difficult. Robert explains that, “The biggest challenge, and one that I’m primarily focused on these days, is teaching companies how to be good with the creation of content.
Barry’s opinion on outsourcing your content creation is of a slightly different take, “…you can’t say ‘you’re the digital expert, here are the keys to the kingdom,’ I think you have to be involved.” He says of the people who create your content, “It’s getting harder and harder to master the skillset that it takes to succeed in marketing.
Placing a value on content creation, instead of simply expecting it from everyone, can have dramatic effects on the quality of content that is produced by your organisation.
Once you’ve prioritised your content creation and then want to improve the quality of it, taking a look at other markets for inspiration and taking risks are important. When it comes to audience targeting it’s usually best to be as specific as possible and then branch out, rather than start with a broad base and refining it. Don’t forget about other forms of online advertising: they’re still important and both interviewees agreed they are essential in supporting content marketing efforts.
Finally, if you want some examples of “smaller” companies that have great content marketing programs then here are some that are bound to lend some inspiration: HelpScout, recommended by Barry, has great content especially in the form of blog posts and ebooks. It seems that companies today are on quite a level playing field when it comes to content marketing, and not taking full advantage of it would definitely be a mistake.
Director of Marketing for SweetIQ, inveterate traveler, writer, reader and general enjoyer of patios, mountains and people of all sorts. Inbound Marketing is not only effective and less expensive but the results are better tracked.
Often businesses will attract customers by delivering a blog or a tips area on their website that provides relevant content making  their company a trusted and helpful resource. Email and marketing automation should contain information useful to nurture the visitor’s interest and is a great opportunity to deliver sales pitches. Provide regular content that is engaging on your social media account to attract potential clients.


People often go to popular video channels such as Youtube or Vimeo to get info to solve problems or learn about a service or product.
By staying current and staying focused on inbound marketing, businesses can take advantage of all the new possibilities being offered with today’s technology. Today, however, it has become essential in order to grab, and keep, the attention of an audience, because it has become second nature for them to tune out the barrage of advertising that they’re subjected to on a daily basis. In today’s crowded market for consumer attention Barry says advertisers are drowned out by noise and repetition, “therefore, audience engagement is harder and harder to get. Directed by respected film-makers including Spike Lee, Werner Hertzog and Steve Buscemi, the program is a great example of a digital event. Constant learning is necessary in order to stay on top of your game, and outsourcing may play a role too.
Robert says a common assumption is that great content creation is a mystical art that no organisation can develop in-house. You have to push the envelope and to do that you have to take some risks and be unafraid to fail.
Barry says using PPC is essential if you want to accelerate your content marketing program. If you’ve got a series of steps that lead to a marketing success story, audience engagement is the beginning of it. Of course your blog’s content is the main draw, and if it isn’t interesting then the blog is worthless. He explains that “In most organizations, creating content is just something that’s kind of ‘expected’ of everyone.
Barry mentions a myriad of possibilities and ends with “the ultimate in engagement and lead nurturing,” an email list to market directly to leads. He also mentions “events” as an important component, but says that it’s often left off the list because it isn’t necessarily a digital channel.



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