Inbound - The Blog: The Secrets Behind Click To Close


Quality Vs. Quantity: The Inbound Marketing Balancing Act

It’s Not As Clear As Other Inbound Marketing Experts Make It Sound

You’d think it’s straightforward, right? Most experts agree that you shouldn’t create a ton of content simply because more means better. They’re right, for the most part. But the answer isn’t as simple and straightforward as they’d make it appear.

Yes, quality content marketing is going to trump poor-quality content, and if you continually generate poor-quality content simply to produce, you’ll end up with an audience of unhappy fans. That means fewer clicks, fewer visits, fewer conversions and diminishing inbound marketing results. But how do you measure quality? It’s in the eye of the reader and you can’t measure quality based on size. Having short copy doesn’t always mean it’s of lesser quality than something longer or more in-depth.



Prospects Should Want To Binge On Your Inbound Marketing Content

When People Are Drawn In, They Can’t Help But Be Bought In

Most of us have had the pleasure of binge-watching our favorite shows, like House of Cards, Downton Abby and Fear the Walking Dead. Whatever type of show you like, binge-watching is a new way of enjoying content, one that you should aspire to replicate within your own inbound marketing program.

There are some patterns that go along with the most successful shows and why we love binge-watching them. If you apply this thinking to your content strategy and then plan your content accordingly, you can deliver a similar experience for your prospects that’s sure to improve your conversion rate, which means more leads for your sales team.

Here’s how to make your content binge-worthy.



How Context, Not Content, Makes Inbound Marketing Exponentially Powerful

Content Is Interesting, But Content In Context Equals Dramatic Business Results – PART 1

Note to our readers: This is such an important topic, we’re writing a longer-than-usual article and breaking it into a two-part series. Today, we’ll focus on how context impacts inbound marketing. Tomorrow, we’ll cover how context impacts inbound sales. Enjoy!

Everyone says it: Content is king. The more you publish, the better your results. I can tell you that if you have no content and you start content creation as part of an inbound marketing program, you will see improved results.

You’ll see increased visitors to your website and more leads from your website. But, if you want to truly turn your inbound marketing investments into a repeatable, scalable, predictable revenue machine, you’ll need to keep the context of your prospects’ buyer journey in mind every step of the way.



Inbound Marketing Thinking Drives Content Marketing Strategy

Quality Over Quantity, But How Do You Focus Your Inbound Marketing Content To Drive Leads?

The same amount of energy it takes to light up a room for a year can be focused in the form of a laser and used to cut through concrete. Strategy helps focus your efforts. 

It’s not hard to see that today, content drives a lot of positive outcomes when it comes to marketing. Blogging gets more people to your website and improves your rank on Google. Whitepapers and e-books turn visitors into leads. Other content moves prospects through the sales process much more easily than yesterday’s sleazy sales tactics.

But, that’s the 30,000-foot view. Does anyone (your inbound marketing agency or your internal team members) really know the blocking and tackling associated with using content to drive leads and revenue? If you’ve been running inbound marketing campaigns for over 100 clients for the past six years, yes, you learn a thing or two about using content to drive business results.

Here are the non-negotiables around inbound marketing’s perspective on content marketing if you’re looking for leads.



Inbound Marketing Prediction #6: Podcasts Regain Foothold

Inbound Marketing And Inbound Sales Leverage Podcast Content

We established long ago that the more educational content you create within your inbound marketing program the more leads you’re going to get. We see this play out time and time again. Clients that invest in content get more leads. But the content game has become much more competitive.

More and more businesses are producing e-books, whitepapers and videos, so the name of the game in 2016 is going to be differentiating your content. Taking a page from "Back to the Future," we’ve seen podcasts that had been a staple in content programs three to four years ago experience a major resurgence, and we’re predicting that will continue in 2016.

Here’s how to use podcasting as part of your inbound marketing program.



How Inbound Marketing Works If Your Prospects Aren’t Looking For You

Inbound marketing is filled with great questions, but this is one of the best. It's also one that we were answering for a client last week.

It’s easier to see how inbound works when people are actively searching for information related to what you do, what you sell, your industry and your business.

But, what about when they’re not?



Content Marketing Is Only 50% Effective If You Don’t Publish

We’ve been talking about content marketing for most of the month. But did you know that, in order for content marketing to really drive lead gen for your business, you have to do more than just create content and put it on your website?

You also have to consider content publication if you want to fully leverage your investment in content, invite new visitors to your website and grow your revenue.



Content Marketing Requires Proactive Planning For 2015 RIGHT NOW!

2014 was all about the move to content. You need blog articles, videos, podcasts, whitepapers, e-books, slideshows and infographics to engage your prospects and get them to feel comfortable with your company.

Companies who invested in content saw results: more website visitors and more leads.



Inbound Marketing Works: Real Results From Real Clients

Most of you are new to the world of inbound marketing.

While we’ve been doing it for years, the majority of you are just starting out or are early on in your inbound journeys.

So, from time to time, we like to share real results from real clients.

We don’t provide the names of the clients because we want to respect their privacy, but we can show you how inbound marketing works, the time it takes to generate results and some examples of what real results for real clients look like.

This should give you some perspective on whether or not your inbound program is working and how well you’re doing in terms of getting found, getting leads and closing deals.