What Content Do You Need For Inbound Marketing?

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.In this post, we break the different kinds of content down into top, middle and bottom of your marketing funnel.


Traffic Generation (Top of the funnel) 

  • Blog posts
  • Guest posts
  • Press releases
  • Web pages
  • Podcasts
  • YouTube videos
  • Social Media Updates
  • Interviews

The mistake that many companies make when thinking about their content is they forget that content is not just for their websites and does not consist of simply the written word. The above content is a mix of on-site and external site content and includes other content asset providers like YouTube, authoritative industry blogs and social media channels.


Lead Generation and Engagement (Middle of the funnel) 

  • Product/ Service demos
  • Product/ Service webinars
  • Case Studies
  • Email Workflows

Once you have a prospect’s contact details, you can drive engagement through a series of nurturing emails that address their pain points, your solutions to those pains, whilst building your credibility at the same time.

The content will become progressively more detailed as your prospects move down your inbound funnel until they 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.

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.

Whilst sales are a bus ride away from these prospects, marketing isn’t. By being helpful and prepared to invest a little in your content – above your top of the funnel awareness content, you can start drawing these prospects in like a magnet.

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. By investing some time and energy into answering questions from this audience, 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. Newsletters, company news, detailed guides, added-value extras, industry and market news will all be welcome and keep your clients singing your praises.

In thinking about what content you need for your inbound marketing, remember these 3 guidelines:

  1. Content comes in all forms, it’s not just the written word
  2. Don’t forget about next year’s pipeline when you’re creating your content calendar
  3. 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


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David Bowler
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