Inbound Content

The power of inbound marketing: How to attract customers instead of chasing them

Whether content marketing, SEO, social media or, of course, PR – the majority of marketing measures that are considered indispensable today can be summarized in a larger marketing discipline: inbound marketing. So what exactly are we talking about when we talk about content explicitly designated as inbound content?

The distinction to other marketing measures is already clear in the translation: inbound means “incoming” or “arriving”. While more traditional formats such as TV and radio advertising aim to actively send messages to a group of people, in inbound marketing companies provide content that their target group is actively looking for. They therefore approach the company – whether with a question, a problem, a wish or simply an interest. Questions that raise this reverse pattern: What needs does my target group have? At what stage of their hero’s journey are my customers? What questions are they likely to ask themselves in their situation and also: What questions will they ask themselves in the future, even independently of my product?

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How to inspire your target group and generate leads with inbound content

Whether it’s a blog post, white paper or Insta story – if a company looks at its marketing activities from this perspective, it quickly becomes indispensable for its target group. If the content is even so valuable that people who are relevant to the company provide their contact details for it, things get really exciting. Content that is created with the aim of generating leads and implemented in the company’s website is therefore just one part of inbound marketing and is what we call inbound content.

A perfectly placed guest article, an interview that clearly and concisely presents an issue – the opportunities that open up with continuous PR are huge according to the inbound marketing definition. However, it lacks the crucial guarantee for companies to turn the reader into a lead and collect his or her email address, for example. The creation and distribution of inbound content can guarantee exactly that. The development of content that is designed exclusively to attract and retain new customers can quickly lead to success – lead generation and customer loyalty are the keywords here. Through targeted measures such as offering free e-books or webinars, interested parties can be persuaded to provide their contact details and thus become potential customers.

However, it is not only important to acquire new leads – retaining existing customers also plays a crucial role in the inbound marketing concept. After all, satisfied customers are happy to recommend a company to others and thus contribute to increasing brand awareness.

References for PR, Social Media & Content Marketing

What makes high-quality inbound content?

All in all, it can be said that good inbound content requires time, effort and a deep understanding of the target group(s), subject area(s) & co. But those who make this investment have a good chance of being successful – be it in the form of higher traffic to their website or an improved reputation as an expert within their specialist field.

Overall, inbound marketing offers many opportunities for companies of all sizes – from start-ups to large corporations. A clear strategy and regular analysis help to ensure that potential can be exploited and long-term success achieved. to lead.

And while we’re on the subject – do you already know our social media calendar?