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Why Everyone Thinks Inbound Marketing Is Content Marketing

Because Content Marketing Is Simple And Inbound Marketing Is Complex

A quick look at Google Trends data on the searches for inbound marketing vs. content marketing shows that content marketing has been consistently more searched than inbound marketing. In fact, it's usually by a factor of 2 to 1.

In 2012, both phrases started gaining popularity, but content marketing continued to get many more searches than inbound marketing. I was curious — what would cause that? Why would content marketing be more popular and what’s contributing to keeping this trend consistent over the past four years?

Back in July of this year, I wrote a blog article titled "Content Marketing Vs. Inbound Marketing: What’s The Difference?" that remains the number two ranked page for the phrase "content marketing vs. inbound marketing." But the differences don’t explain why one piece remains more popular than the whole.



Why Inbound Marketing And Inbound Sales Should Never Be Separated

Inbound Leads Are Great, But Revenue From Inbound-Generated Leads Is Much Better

The world still thinks about sales and marketing as two separate functions. Only a handful of companies have a revenue team led by a chief revenue officer, and some of those CROs are really just VPs of sales with a fancy title.

Most business leaders continue to look at marketing as something you do to generate demand for your products and services, while sales is responsible for getting new customers. Most people continue to incorrectly think that while the two efforts are closely related, they don’t need to be seamlessly integrated. Marketing does what it wants to do and sales does what it wants to do.

If this sounds like your company, you couldn’t be more wrong, and the impact of being wrong is definitely pushing down your ability to realize revenue and hit your company’s goals.



3 Questions To See If Your Website Is Ready To Produce Inbound Marketing Leads

Your Inbound Marketing Website Should Be Outperforming Your Top Salesperson

Yes, I said it. I think your website should be outperforming your best salesperson. I’ll go one step further; if you turn your website strategy over to us, and let us do everything we need to it, I promise we’ll outperform any of your salespeople from a lead generation perspective.

If you like the sound of your website producing a ton of leads, the changes you have to make to your website need to be identified, prioritized and then executed. Not necessarily all at once, but in a thoughtful and strategic way. By using an Agile or Lean approach to your website, we can start with upgrades that have a major impact and take a minimal effort. Then, over the next few months, we can continue to make changes based on the data and results, instead of opinions and assumptions.

Here’s a great place to start. Ask yourself these three questions about your current website.



Don't Get Tricked: 7 Frighteningly Common Inbound Marketing Mistakes

Stop Sending Your Marketing Dollars Off To Die

In yesterday's post, I walked through seven Halloween-themed "treats" to enjoy when looking to drastically and quickly improve your inbound marketing results. In the spirit of Halloween, today's post is another seasonally-themed list.

Many clients come to us with inbound marketing programs or campaigns that are in serious distress. Across hundreds of engagements and years of experience with inbound marketing, we've found a handful of critical mistakes that are frighteningly common in unsuccessful programs. 

Here are seven "tricks" you should avoid when using inbound marketing:



7 Inbound Marketing Treats For Better Results

Snack-Sized Tips For Improved Inbound Marketing Performance

It’s that time of year again. You might notice a ghost hanging from a tree, an extra rat or crow propped up on your mailbox, or the occasional skeleton lying on the ground. It’s also a good time to start looking at what you’re doing with your inbound marketing program and finding what’s working and what might not be working so well.

Having done hundreds of inbound programs for hundreds of companies over the past 13 years, we've learned a lot about what makes inbound marketing drive the best results. We regularly install a set of improvements and upgrades that almost immediately improve results in every case. We've collected those in a Halloween-themed list for your snacking pleasure.



How Inbound Marketing Drives Results With Ingenious List Segmentation

The More Personal Your Marketing, The Better Your Response; Inbound Marketing Gives You New Tools study conducted last year shows that "personalized emails deliver six times higher transaction rates, but 70% of brands fail to use them." The study also shows that "60% of marketers struggle to personalize content in real time, yet 77% believe real-time personalization is crucial."

Here are some more findings from the study. "Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests." Also, "in-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales."

Now that we all agree personalization works, let’s talk about how inbound marketing and thoughtful marketing strategy enable us to look at our lists and segment our contact databases in a proactive way to deliver the personalized messages our prospects are looking for.



How To Press The Prospect's Buy Button With Inbound Sales

Once You Understand How People Buy, Inbound Sales Produces A Lot Of Closed Sales

For hundreds of years, salespeople have been searching for the magic "buy button" hidden within their prospects' brains. Finally, that buy button is available for you to push, but only if you practice a sales methodology that’s perfectly aligned with the way people buy.

Today, people don’t want to be sold to. In fact, they’re doing everything in their power to repel the traditional sales approach. Caller ID makes cold calling nearly impossible. Spam filters make cold emails challenging. Recycle bins are happy to handle most of the cold direct mail. As a sales organization, where does that leave us?

The answer is inbound marketing and inbound sales.



How Inbound Marketing Experts Provide Forensic Marketing For Business

What Is Forensic Marketing, How Does Inbound Marketing Support It And How Do You Use It To Improve Lead Generation?

Many of the professional services have a forensic component to their offers. Accountants, lawyers and tax specialists all provide a level of forensics when it comes to their specialties. If you Google the word "forensic" you find the following definition: "of, relating to, or denoting the application of scientific methods and techniques to the investigation of crime."

Crime? What crime has been committed with regard to your marketing activities? The answer is your marketing has been criminal in its inability to create a steady, predictable, repeatable and scalable lead generation engine for your business. It’s criminal that you’ve let this go on for so long without doing something about it.



Build A Stronger Local SEO Foundation Using Our Checklists

Whether you’re a local business with a single location or a national entity with multiple locations, you need an SEO strategy that encompasses on-site and off-site tacticson-site and off-site tactics to increase your visibility in local search results.

The guiding principle behind any local SEO strategy is establishing consistent NAP (name, address and phone number) information and business focus (industry categories and keywords) across the online landscape, beginning with your website and extending through the local search ecosystem.



6 Scary Stats About Marketing + 7 Tips For Survival [Infographic]

Your Lucky 13 For Halloween

For many B2B marketers, these are frightening times. Buyer behavior has changed, and to survive, modern marketers must adapt accordingly

Today’s B2B buyer is empowered and self-educated well before even reaching out to a salesperson. An increasing number of individual decision-makers and influencers are involved in the average B2B buying decision. Consistently, marketing data shows that modern buyers do not want to be interrupted by traditional advertising, and they will go to great lengths (ad blocking, do not call list, etc.) to avoid it.

Marketers simply can’t afford to keep wasting time, money and effort on marketing tactics that don’t produce business results.  

Learn six frightening facts about the state of modern marketing, plus seven tips for marketing survival, in our new infographic, Your Lucky 13 For Halloween.