A common question we get asked as inbound marketing experts is, what content do you need for inbound marketing?
Well, the first thing to bear in mind is that there are different kinds of content for each stage of the buying funnel and the content marketing method you'll focus onIn this post, we break the different kinds of content down into top, middle and bottom of your marketing funnel. Inbound content tends to perform best when it is specifically created for each funnel stage.
Traffic Generation (Top of the funnel)
- Blog posts
- Guest posts
- Press releases
- Web pages
- Podcasts
- YouTube videos
- Social Media Updates
- Interviews
In the intricate landscape of content creation and marketing, a prevalent pitfall is the narrow focus solely on websites and written content. To truly flourish, one must embrace the principles of inbound methodology and cultivate a deep understanding of the target audience. Crafting compelling on-site and external content, including YouTube videos, authoritative industry blogs, and social media channels, forms the bedrock of successful inbound marketing strategies. This holistic approach stands in stark contrast to traditional outbound methods when considering inbound marketing vs. conventional approaches.
For your inbound marketing strategy to be successful, you must create compelling content tailored to your users and search engines. Inbound and content marketing won't have any impact unless you find the perfect balance between great content and search engine optimization.
- Check out the following articles to learn more about b2b content:
- The Blueprint for a B2B SEO Content Strategy That Works
- What Is B2B Inbound Marketing? The Complete 2023 Guide
- 7 B2B Growth Hacking Tricks to Elevate Your Business Fast
Lead Generation and Engagement (Middle of the funnel)
- Product/ Service demos
- Product/ Service webinars
- Case Studies
- Email Workflows
Effective content marketing focuses on addressing potential customers' pain points and offering solutions. Once you have their contact details, use nurturing emails to build credibility while addressing these pain points. Whether you have a blog post or an HVA, your email should be the bearer of good news.
As your prospects journey down your inbound funnel, the content evolves, becoming progressively more detailed. The overarching goal is to seamlessly guide them through the content marketing process, creating a connection with loyal customers and attracting new ones. This approach prioritizes a non-intrusive strategy, refraining from selling or promoting until the opportune moment—when prospects feel ready to take the next step and get in touch with you.
Conversion (Bottom of the funnel)
- Whitepapers
- Checklists
- Comparison charts
- Buyers' guides
- Pricing
At the bottom of the funnel, decision-making factors around performance improvements, return on investment and costs. The more granular you are around the benefits, the greater the chance you will be able to convert.
At Incisive Edge, we have several tested inbound marketing tactics to ensure all your efforts were not in vain and help you increase your conversion rate.
Don’t forget though, that the above just addresses your prospects.
There are two other areas that are often forgotten
1. Next Year’s Revenue
There will be prospects that currently, are nowhere near your funnel mouth, but these prospects form next year’s pipeline and potential revenue.
Maybe they’re not in the market for your services yet, or haven’t realised that they have a pain point. Perhaps they just can’t afford you at the moment.
Inbound marketing and content are key to drawing potential customers in and guiding them through the customer's journey towards profitable customer action. By investing in helpful content and a content marketing strategy beyond top-of-the-funnel awareness, you can attract prospects like a magnet. To avoid rushing the selling process, both your marketing and sales team should be aware of this.
Helpful content for above top of the funnel inbound marketing includes reference sites, thought leadership, data led content and question-led posts that relate to topics this audience may currently be facing. But it’s also more than just content.Invest some time and energy into your content strategy, and answer questions this audience has. You will be building your future marketing pipeline.
2. This Year’s Retained Revenue
So your prospects have converted and they’re now clients. Do you write them off like a forgotten ex or nurture them to an upsell and brand advocate position? Hopefully, the latter.
Retention content doesn't have to be all-singing, all-dancing. Instead, craft newsletters, company news, and detailed guides as added-value extras. Stay informed about industry and market news to better define inbound marketing and existing customers. This variety of content will contribute to keeping your clients singing your praises. Keep creating valuable content. The more consistent you are with the communications between your customers and your company, the more likely they are to return.
In thinking about what content you need for your inbound marketing, remember these 3 guidelines:
- Content comes in all forms, it’s not just the written word
- Don’t forget about next year’s pipeline when you’re creating your content calendar
- Nobody likes to be forgotten once they’ve signed up to you. Treat your existing clients as a new revenue stream through upsells and word-of-mouth referrals
For those unfamiliar, the inbound marketing methodology can be overwhelming. From social media marketing, creating relevant content, adjusting your inbound strategy is it is not performing as anticipated, and much more.
Get in touch with us and one of our specialists will assist you today!
