Inbound - The Blog: The Secrets Behind Click To Close


Why Your Content Marketing Needs Passive And Active Content

To Generate Leads, Match Your Content Marketing Efforts Perfectly With Your Prospect’s Content Needs

A lot of marketers out there think content marketing is enough to drive leads. They might be right – for the sake of this article, let’s assume they are. It's an important step that they’ve embraced content as an important aspect of helping prospects feel safe during their buyer journey, and that theyre using content to get prospects to select them.

Now lets focus on what kind of content is needed, in what type of company, to drive high quality leads and then convert those leads into new customers. If you’re creating the wrong content and delivering it at the wrong time, to the wrong person – you might be driving your prospects right into the open arms of your competition. 



Experienced Content Marketing Strategy Deploys A Hub-And-Spoke System

If You Want Leads And New Customers, Content Marketing Needs Strategic Thinking

Your content marketing efforts must produce results. If you’re not seeing leads from your content, if your content is not helping you close new customers and if your content is not pushing up your close rate and pushing down your sales cycle, then it’s probably because you don’t have the right strategy behind your content creation efforts.

There has been a lot of chatter lately about content marketing strategy and a defined methodology behind content creation. It’s like people just realized you can’t simply create content and expect results. We’ve been using our proprietary hub-and-spoke methodology to create content for years because it allows for incredible efficiency in the creation process, it connects the marketing tactics to tell a consistent and powerful story, and most importantly, it produces results.



Inbound Marketing Best Practices: Produce Content In-House Or Out-Of-House?

If Lead Generation And Revenue Acceleration Is Your Goal, Content Marketing And Content Creation Is Key

You might not think where your content gets produced is important, but you’d be wrong. There are a variety of ways to create the fuel for your inbound marketing program. Yes, the content you create, both from a quality and quantity perspective, can either turbocharge your revenue machine or allow it to sputter on the side of the road.

Just so we’re all on the same page, let’s uncover the variety of content marketing strategy configurations you might see.



5 Must-Have People For Your Content Marketing Dream Team

Whether you’re at a Fortune 500 corporation or a small business, content marketing is a crucial aspect of your inbound marketing strategy.

Without content, you’ve got nothing to lure prospects in and nothing to bolster your search engine optimization (SEO) efforts. In fact, without content, you don’t even have a website or a social media presence. You just have a business operating alone in a vacuum that no one knows about.

To generate results, you need a lot more than to just start arbitrarily creating content and hope for the best. In fact, a haphazard content marketing campaign that doesn’t emphasize quality does more harm than good. Successful content marketing takes sustained and thoughtful effort from a whole team of people.



5 Tests To Run To Improve Your Content Marketing Results

Experiments Improve Results From Content Marketing

Content marketing is one of those practices that require constant improvement if you want to see your results improve month over month. You can’t just crank out the same stuff over and over, expecting to get different or better results.

Instead, look at your content marketing strategy as a giant series of experiments. Not sure what to test or how to test it? Today’s article will detail a wide variety of tests that you can run regularly to improve your results.

All you Albert Einstein and Thomas Edison fans: Get ready to test, test and test some more.



Why Your Content Marketing Is Probably Off The Rails

Content Marketing Needs Strategy In Order To Work

Content marketing is probably more popular than inbound marketing these days. Ask any respectable marketing executive whether they’re using content marketing, and they’re bound to say, “Yes, of course we are.”

But, are they executing it in a way thats driving leads? Probably not.

So, how do you know if all that time and money you’re putting into content is working? How do you know if people are reading it? How do you know if it’s moving prospects down the funnel? How do you know if people are sharing it? How do you know if it’s helping you rank for strategic keywords? More important, if it is working, how do you know if it could be working even better?



Inbound Marketing Requires Tradecraft To Drive Leads

Since the launch of Mission: Impossible – Rogue Nation this past weekend, I’ve been enthralled with the idea of tradecraft and how it relates to inbound marketing.

On Wikipedia, tradecraft is described as “the techniques used in modern espionage and generally, the activity of intelligence. This includes general topics or techniques (dead drops, for example), or the specific techniques of a nation or organization (the particular form of encryption used by the NSA, for example).”

That got me thinking: Inbound needs its own tradecraft to drive leads for clients. Over the years, there have been so many unique and specially devised techniques deployed throughout our client engagements to improve results. This inbound marketing tradecraft is unique to our organization, and I believe that it provides a distinct advantage for our clients.



Your Inbound Marketing Website Might Be Leaking: How To Plug The Hole

The term "might" in the title above is optimistic, as I’m pretty sure that your inbound marketing website is actually leaking.

What do I mean by that? There are people – highly qualified prospects  who are coming to your website and leaving without doing anything to learn more about your business or become a customer. This should be alarming to you.

Your website has to do a phenomenal job of catching visitors and turning them into suspects, prospects and leads for your business. The reason why I said that I know your site isn’t working like this is because we see it every single day: sites getting thousands of visitors yet no or few leads trickling in. The good news is that this can be fixed with very little work.



What Inbound Marketing And The Avengers Have In Common

Wouldn’t it be great if you could press a special button and have an inbound marketing superhero fly down from the sky to help your business get more leads and close more new customers?

It would also be great if someone strolled into your office and handed you a briefcase with $1 million. But, it’s highly unlikely that either of these scenarios is going to take place.

With that in mind, you need a solid Plan B. The good news is that there is a collection of marketing tactics that, when teamed up, produce solid lead generation and new revenue for almost any business in almost any industry.



Inbound Marketing Spring Cleaning: What To Keep And What To Toss

If you’ve ever done any aggressive spring cleaning, like trying to empty out your garage or attic, you know the "keep it, toss it, donate it" strategy.

When it comes to inbound marketing, you want to take a similar approach to what’s working, what’s not and what might need some tweaks.

In this article, we're taking an inbound marketing perspective on some of the more common marketing tactics. This should help you eliminate the clutter associated with your marketing and give you the tools and marketing strategy you need to impact results and drive marketing performance.