3 Must-Have Components of Inbound Marketing: Content Quality, Frequency, and Consistency

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​The definitions of strategy, tactics and goals for successful internet marketing have continued to evolve and change on a near-constant basis over the years. A decade ago, internet marketers concentrated their efforts on building websites, promoting these sites through traditional outbound marketing, announcing sites and redesigns with press release and perhaps managing a banner advertising campaign to draw traffic in from other website properties and destinations.

However today, buyers (your website's hopeful visitors) are good at finding what they want and bypassing some traditional marketing channels. SEO and social media allow consumers to find and be aware of products and brands. These changes are giving consumers more control of their own buying process and experience, whether for Busines to Consumer (B2C) or Business to Business (B2B). As a result, the focus of individual marketers and marketing teams has moved to inbound marketing. 

If you’re just starting it with your inbound program, a great place to begin is with our blog post on Inbound Marketing Basics. If you’re ready to take your inbound program to the next level, here are three “must-have” components for the year ahead. 

1. Quality Content

To start, your content must be relevant and provide value to your audience. 

Content Creation That Targets, Pleases & Informs the Audience

Creating content for the sake of creating content is a waste of time and resources. The content must please and inform the web visitor. Content that successfully draws traffic and resonates with a buyer will have conversions, obtain social shares, and receive natural inbound links. 

Conversion Because of Targeted, Well-Written Content

Conversions are lead captures (lead generation) or sales. Lead generating can be enhanced with a form on the web page or via a button or image with a call-to-action (CTA). The form or CTA oftens includes an “offer” Offers might be promotional prices that influence purchase or might be free, valuable information that you give the visitor in exchange for their contact information. Contact information can be used in “drip” email campaigns that periodically send information to the buyer in a way that brings them closer to a buying decision in favor of your product or service.

Social Sharing of Content

Social Shares happen when visitors find your information fun or valuable and wish to share this with friends, family or colleagues. Social sharing takes some lucky content to become viral. However, viral content is often serendipity and not orchestrated with a marketing plan.

Natural inbound links happened when another blogger or news website finds your site's content to be interesting and valuable to its audience or subscriber base. Inbound links tells Google, Bing, Yahoo and other web search engines that you have good content, worth visiting. 

Content Analytics: Quality content can be confirmed by analytics. Content targeted to your audiences, social sharing and inbound links cause your website to be ranked more highly by search engines, enabling prospective buyers to find your information over your competitors. Content analytics can measure your ability to use the keywords that buyers use to find content; I call these “buyer keywords.” Google page rank shows the rank of your website, but you should keep in mind that every individual web page out there gets its own rank by search engines. This means that keyword tools and research can help you identify the best buyer keywords. Traffic, keyword ranking, page rank, conversion and new customer creation are all metrics that help assess your content. Google webmaster tools, in combination with Adwords keyword tools, can help make analytical assessments.

2. Frequency of Content Distribution

When it comes to distributing content, frequency matters. In fact, Hubspot studies have shown a direct correlation between the frequency of monthly blog posts, website traffic, and inbound leads. Publishing content on a regular basis creates ongoing opportunities to drive traffic, generate leads, and convert customers. Hubspot recommends a minimum of twice a week for creating and publishing new blog posts.

3. Consistency of Content Updates

Consistency is the sum of quality and frequency. If you frequently produce quality content, your audience will view you as a reliable brand resource. When consumers are determining which company they want to do business with, reliability can often win out over price and convenience. 

The challenge in meeting the three components to inbound marketing success lies in the resources often required to do so. Contact MediaFirst at 770.642.2080 to learn how our expert inbound marketing services can help you achieve the must-have components of successful marketing.

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