Inbound Unwound - Marketing Insights

Content Marketing: Exactly How It Generates Leads

Posted by Mike Lieberman, Chief Inbound Scientist

Tue, Sep 30, 2014

You know you have to create compelling, creative and highly educational content to fuel your content marketing effort, but you might not know exactly how content actually works to generate leads for your business. How could you? Most people don’t.

Content marketing and inbound marketing are so new, and so few people actually practice them in a way that produces real results, real leads and real revenue growth. That is why understanding the mechanicals is very important.

Here’s how content marketing works to generate leads for your business.

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Topics: Content Marketing, lead generation, content strategy, content marketing strategy

Content Marketing: Why You Might Not Want To Freelance Your Content

Posted by Mike Lieberman, Chief Inbound Scientist

Mon, Sep 29, 2014

I get it. You need a lot of content to drive your content marketing initiatives. But you don’t have someone on the team who is a professional writer.

So you reach out to the large pool of freelance writers, hoping to grab the perfect person to write content that engages your prospects, drives new views and turns anonymous website visitors into leads.

It sounds great on paper. But those who have tried content sourcing know that it doesn’t always work out like you planned.

Here’s some insight from someone who's tried it, and the reasons why it might not work as expected.

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Topics: Content Marketing, content strategy, Inbound Marketing Agency

Hold The Phone: 5 Ways To Get More From Mobile Apps

Posted by Jessica Acklen

Fri, Sep 26, 2014

I’m on my phone. You’re on your phone. The guy next to you is probably on his phone, too. You might be reading this on your phone right now.

Since your smartphone is the new limb attached to your body, it’s time to consider the importance of mobile sites and apps to conversions.

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Topics: inbound marketing, mobile apps, cell phones, mobile strategy

Off-Page SEO: How Other People Help You Rank On Page One

Posted by Mike Lieberman, Chief Inbound Scientist

Thu, Sep 25, 2014

The days of buying traffic with off-page SEO tactics are over.

Yet, every year, people all over the world spend millions of dollars to get their companies on the first page of Google, Yahoo and Bing.

A lot of marketers and business executives actually measure the success of their marketing based on the page rankings for certain keywords. Sorry to tell you, but this approach isn’t going to work much longer.

Worse yet, the off-page SEO work that most search engine marketing experts previously did had a lot to do with getting backlinks. Unfortunately, those backlinks could have been anywhere, which spawned a whole host of black-hat tactics that forced Google to redo its algorithms so as to take these tactics into account.

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Topics: Content Marketing, SEO, search engine optiization, search marketing, influencer marketing

Content Marketing: Use The Hub-And-Spoke System For Content Strategy

Posted by Mike Lieberman, Chief Inbound Scientist

Wed, Sep 24, 2014

Everyone is talking about content marketing. It’s obvious that you need content in order to connect with your prospects, pull them onto your website, educate them to make a smart, safe purchase decision and then – viola! – secure new clients or customers for your growing business.

While that sounds easy, it’s actually quite complicated. What content do we create? In what format? How often? How do we optimize it?

How do we ensure that it turns visitors into leads? What do we do after we get a lead? How do we use content to get found on the Web when people are searching? The questions are endless.

Here are some of the more important steps to ensure that your content marketing delivers results.

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Topics: Content Marketing, content strategy, content marketing planning

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