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Applying A Hub-And-Spoke Model To Your Content Marketing Strategy

This is an updated version of a blog article that was originally published in September of 2014.

Everyone is talking about content marketing.

It’s obvious that you need content in order to connect with your audience, pull them into your website, educate them on a topic and eventually help them make a smart purchase decision by working with your business.

The content strategy development process is complicated: What content do we create? In what format? How often? How do we promote it? How do we optimize it? How does each piece of content inform the next? How do we ensure it turns visitors into leads? The questions are endless.

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Content Marketing Vs. Inbound Marketing: What's The Difference?

Can You Do Inbound Marketing Without Content Marketing?

Marketing has never been more confusing. Today there’s inbound marketing, content marketing, account-based marketing, results marketing, Agile marketing, influencer marketing, email marketing, event marketing, experiential marketing and more and more and more. I could list 10 other kinds of marketing for you to consider for your company.

To know which is right for you, and to know how much of each you need for your company, you have to understand the differences, how they fit together and how they work together to deliver the results you need to grow your company.

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Inbound Marketing Strategy Connects Search, Content, Social And Sales

Inbound Marketing Is Complicated, But Strategy Provides The Road Map

Road Map For Search, Content, Social Media And SalesWe talk to a lot of clients who’ve tried inbound marketing on their own or with other inbound marketing agency partners and were frustrated with the lack of results. Nine times out of ten, the reason for poor performance is lack of planning.

While inbound marketing is more complex than traditional marketing, the implementation can be simplified with a solid strategy and plan. For example, there is so much content required to help your business get found and get leads that looking at content as an independent effort, separate from search and social media, typically results in lower-than-expected results.

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Shhh, Here’s The Secret To Inbound Marketing ... It’s The Content, Silly

Content Marketing Drives Leads When Part Of An Inbound Marketing Program

Inbound marketing promises a systematic way to generate enough leads for your business to hit your revenue goals month in and month out.

But, the secret to inbound lead generation lies within the content you create to convert your website visitors into actual leads.

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Not Sure How To Optimize Social Media? Look To Content For Answers

Social Media Has The Potential To Act As An Accelerant

A lot of inbound marketing agencies are still trying to figure out what to do with social media tactics. Heck, a lot of agencies in general are still trying to figure it out.

What do you do with it?

How do you use it to engage an audience?

How do you build an audience?

Beyond the obvious purchase of a sponsored pay-per-click ad (which does have value from a marketing perspective), what other tactics can we deploy to grab the attention of thousands of potential customers for our clients?

Good news: Some of these answers lie hidden within your content marketing strategy.

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4 Reasons Free Trials Or Demos Won’t Drive Inbound Marketing Leads

Software companies are notorious for rolling out self-serving bottom-of-the-funnel offers, like "Try Our Free Demo" or "Download Our Free Trial." Then, they’re surprised when hardly anyone fills out the forms to experience their software.

There is a major misconception among the leadership of these technology companies. They think that people would be interested in investing time and energy in trying the software before they buy it.

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Inbound Marketing Drove Over 64,000 Views For A Single Blog Article

Inbound marketing is a very results-oriented practice, so we’re constantly looking at the data associated with the marketing we do for clients.

When we see interesting results, we regularly share them with our fans. Today’s article is evidence that blogging drives visitors to your website.

While we can’t share any specific details about this client and their success story, we would like to give you enough to make it educational and helpful as you develop your inbound marketing, content marketing and blog marketing efforts.

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Inbound Marketing, Social Media And Video Marketing: The Right Recipe

Marketing has transformed overnight from a reader's world to a watcher's world, and inbound marketing is taking advantage of those changes.

We’ve known for a long time that 65% of human beings are visual learners. Our eyes are on the front of our faces for a reason. Our brains process visual information 60,000 times faster than text. And 40% of the nerve fibers in the brain are linked to the retina.

So, how do you structure your inbound marketing campaigns to take advantage of this obvious human condition?

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How To Do Content Marketing For Humans Instead Of Robots

I know we often talk about inbound marketing as if it’s some kind of system that, once set up, runs magically in the background to generate leads for your business.

That’s only partially true, as there are certain tasks and a handful of tactics that need to be executed daily, weekly and monthly.

When it comes to content marketing, however, you have to make sure that you’re not just creating content for content’s sake, but rather writing for people. You need to develop content that people connect with and understand, content they want to share and that emotionally pulls them into your business.

It’s easy to lose focus on the power of creating content for people instead of search engines or simply to satisfy a list of tactics that require it.

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The Content Marketing Maze: A Map To Getting Out Of It

Just about anyone who's read anything about marketing in the past few months has seen articles and data supporting the need for content marketing within your company’s marketing mix.

And anyone who’s tried to execute a content marketing campaign has had at least one or two challenges with efficient execution or the performance of that campaign.

Once you start executing a content campaign, it’s easy to get trapped in what we call the Content Marketing Maze.

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