Many people and companies obsess over mastering “content marketing”, as if it is the key to marketing success. Many others consider it an entire marketing plan. But what is it?
HubSpot defines content marketing as “a marketing program that centers on creating, publishing, and distributing content for your target audience — usually online — the goal of which is to attract new customers.” It’s certainly important in driving leads and ties directly into inbound marketing. But it’s not the whole picture.
Let’s you wrote an entire ebook about graphic design: 17 tips on everything from Photoshop to InDesign. You put it on your website. Maybe you get a couple downloads and new leads from people that check your website regularly. But – there are thousands of aspiring artists that need your ebook and may never find it. That’s because you’ve focused on content marketing, but not the rest of the inbound methodology.
You use articles on a blog to drive search engine optimization. This way, aspiring artists who google “graphic design tips” will see your ebook at the top of their search, or won’t have to click many times to find it.
You use use social media to start conversations online and draw users to your business.
You need to start email conversations with your leads, delivering new content directly to their inbox that makes you the expert in their mind.
Inbound marketing includes all of this, and more. It’s the way we:
- Attract visitors.
- Convert leads.
- Close customers.
- Delight clients.