The main characteristics of content marketing are:
Close and open interaction with your community.
Continuous message transmission so that users consume content when it best suits them.
Increase trust with your list of austria consumer email audience (greater engagement ) thanks to the value provided without continuous interruptions that are invasive.
In this post we will discuss several key points of inbound marketing and its strategies for attracting potential clients, as well as their subsequent retention. These are:
Differences between inbound and outbound marketing .
Phases of content marketing and its distribution through digital media.
Benefits obtained after applying inbound marketing .
How to improve and/or establish your content marketing strategy (with examples).
Table of Contents
HOW IS OUTBOUND MARKETING DIFFERENT FROM INBOUND?
Phases of Content Marketing
Digital Distribution of Created Content
Paid distribution
Organic distribution
Dissemination through collaborations
Benefits of Content Marketing
How to Improve Your Content Marketing Strategy
Content Strategy according to its Typology
Content Marketing for B2B Businesses
Content Marketing for B2C Businesses
HOW IS OUTBOUND MARKETING DIFFERENT FROM INBOUND?
Outbound Marketing is related to conventional media (intrusive advertisements in digital media, on television, radio, magazines, newspapers, etc.) that have always been used to bring new people to our brand. Its main characteristics are:
Communication is unilateral , there is no interaction, we only take care of transmitting our message.
The audience is “forced” to listen to your message , which causes a huge reduction in the success rate achieved.
The user does not receive the message when they want it, which reduces their trust in us (lower engagement ).
content-marketing-companies
Phases of Content Marketing
The phases of the inbound strategy depend on each business . On what? On your ability to understand what your customer's critical cycle (CCF) is , on your ability to measure each of the phases (otherwise there will be no point in having an intermediate step in your process) or on the business model that your company has.
By simplifying the process, we tend to establish the AIDA model (Attention → Interest → Desire → Action) with which you can “guide” the customer on their path to purchase. This is represented in the form of a sales funnel, and although we believe that it is a good approximation to reality, at MORHE we prefer the model observed in the image that Steve Blank and Bob Dorf present to us in The StartUp Owner's Manual (Get → Keep → Grow) .
Why do we like it more? Because it represents the complete flow that the customer goes through , not only until the purchase but also understanding the importance of customer retention in search of recurring purchases.
digital-sales-funnel
Both models can be applied to both outbound and inbound , but the latter is key and essential in the digital age. In this other article we tell you in much more detail everything about the sales funnel and its ins and outs.
Digital Distribution of Created Content
To move through the funnels shown, it is not only about creating content, but also establishing a strategy for disseminating it through the media considered appropriate.
What media do we recommend? Again, there is no single correct answer. You need to analyze your target customer and industry and understand what the ways are to access those leads ( potential customers). Our advice would be to focus as much as possible on digital media (BE CAREFUL! Without neglecting conventional media). Do you want to know why? We will answer you with several:
It provides you with specific measurements for each published content or launched campaign.
It generates interaction with the community, which makes you more accessible and increases trust with it.
You ensure that the public will receive the message, increasing the reach of the content towards qualified users (they are potential clients).
Ease of distributing messages en masse (making your business more scalable).
Conventional media still offers certain advantages such as face-to-face interaction, massive media reach, etc. But, on the other hand, it is difficult to measure the results obtained, distribution is not scalable, the price is very high and you reach an unqualified audience…
As we say, we must not forget it, but we must be aware that it is no longer the medium par excellence and that we must make digital alternatives possible that allow your business to grow.
What are the distribution methods that we can apply to our strategy? We answer them below.
Paid distribution
In the case of inbound marketing, we are referring to the NON-intrusive paid content dissemination . By non-intrusive, we mean that we are sending the content to a specific audience that we already know has shown some kind of interest in us so that they can consume it when they see fit.
Digital media allows you to run campaigns from just a few euros (the minimum amount varies depending on the platform) but by delivering your content to people who meet the requirements you establish (age, sex, tastes, etc.) which increases their effectiveness.
Organic distribution
We now seek to provide content to our community without making any financial investment to distribute it through platforms. This content, with the exception of viral content, has less reach but is usually what allows you to retain your community thanks to the value you provide .
