The Basics of Content for Inbound Marketing

Common Concerns (1)

Okay Blur Marketers, we have our businesses mapped out, we have our Buyers’ Personas, and now it’s time to get into the heart of Inbound Marketing – content! “Finally!”, most of you say…just wait, content isn’t as easy as it sounds! But it sure can be fun.

Most people, when they think of content, think only of long, boring articles. But in the context of Inbound, content is so much more than that! In this article, we cover the basics of content for Inbound Marketing.

What is content?

Content is anything that you create containing information that is valuable, helpful, or entertaining to your target audience. Content can take many forms, including (but not limited to):

  • Articles
  • Social Media Posts
  • Videos
  • Infographics
  • E-Books
  • Checklists
  • Toolkits
  • Memes
  • GIFs
  • Podcasts
  • and more!

One piece of content can even take on multiple formats – you can create one long blog post, which is then summarized in a video, broken into multiple social media posts, designed into an infographic, and reshaped into a checklist for download. Wah, so worth it right?

What should my content be about?

The main objective of your content is to be attractive to your target audience. So, think about your Buyer’s Persona, and how you can help them with the knowledge you have. Genuinely try to provide tips, advice, solutions, amusement – anything that can capture their attention and give them a reason to notice your business. In addition, try to make sure the content is within the realm of your industry – for example, you wouldn’t offer childcare advice if your company manufactures construction materials, even if you have determined that your Buyer’s Persona is likely to be a father with young children. Stay within your expertise so that you can build their confidence in your brand and become the go-to company for advice relating to your field of business.

How much content should I create?

As much as you can manage, really. Statistics have shown that more content = more website traffic – per this article by Hubspot, companies that published more than 11 articles per month on their blog generated TRIPLE the traffic of companies of a similar size that published 0-1 posts per month. But, more important to the quantity of content generated is the quality – there is no point putting out a piece of content a day if the content does not resonate with your target audience enough to generate clicks and traffic to your site.

Where should my content be placed?

Most, if not all, of your content should primarily be hosted on your website – specifically on your blog or landing pages. This content can then be replicated on various channels like your company’s social media accounts, shared as guest posts on other blogs or content sites, even printed into helpful pamphlets containing a link to your landing page that can be distributed at events to drive traffic from offline to online. The possibilities are endless!

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