Content marketing is the new mantra in the online business community, and with good reason. As the Internet, social and mobile evolve from fad to fixture people are demanding evermore information to enrich their lives (my apologies for the alliteration). Unfortunately, as an overwhelmed marketer and/or business owner, you may not have the time or resources to create premium content tailored to your target audience. Worse still, even if you’ve got the content, how do you navigate through the noise (can’t stop) to give your prospects the content you know they’re looking for?
Simple answer: You don’t; at least not exactly.
Rather than proactively pawning your content on prospects prematurely (ok, I’m done, I promise), you’re better off implementing the four core elements of inbound marketing. By doing so, prospects will be drawn to you like bees to honey.
Content creation is but one of four key elements of inbound needed to boost your content marketing ROI. In fact, it’s not even the first:
1. Generate Traffic to your website through SEO, blogging and social media sharing.
Goal: Attract your target audience
2. Create premium content optimized with CTAs (calls-to-action) and landing pages
Goal: Inform and entertain; turn visitors into leads
3. Build lead-nurturing campaigns to help prospects down the sales funnel
Goal: Convert leads into customers
4. Measure and analyze results
Goal: Improve offerings to better cater to the needs of your audience
“That all sounds good”, you say, “but who has the time for SEO, blogging, social media, content creation, CTAs, landing pages, and analytics? As it stands, I rarely have the time to meet my current obligations!”
I feel your pain. I really do. You can’t duck out of this one, though. Content marketing is not a passing fad. Consumer appetite for enriching and relevant online content is growing daily; appreciation is turning into expectation.
So you need inbound marketing, but you don’t have the time or resources to do it yourself. The way I see it, you’ve got two options: build a team of qualified marketers who are expert in the four core elements of inbound marketing, or hire an inbound agency to do it all for you.
Or, like many companies (and politicians), you could kick the can down the road and do nothing.
I wonder if you’re competition is employing that strategy…