Inbound Marketing: The most successful content strategy!

Inbound Marketing uses quality content to get more traffic, generate more leads and increase sales. But a content strategy only works if it’s well structured. Otherwise, all our efforts will be in vain!

On our blog, we’ve been talking frequently about the importance of having good content to stand out online. We’ve already shared practical tips in some of the articles, but today we’re going to delve into this topic.

In this text, we explain the fundamentals on which a content strategy should be based to succeed: value and relevance. There are also 2 important good practices, but those are left for the end of this article.

Yes, we know talking is easy, so we give you examples of how to put value and relevance in Inbound Marketing into practice.

 

Add value by using a content strategy

To add value with Inbound Marketing, start by building a trusting relationship with people. How? The secret is consistency!

To gain the trust of your potential customers, you must be consistent throughout your content strategy, from the website to social media, through blogging and email marketing. And how to achieve this consistency? Showing your brand identity!

Before putting it into practice, it is essential to define the company’s vision and mission. Then define a content strategy that reflects them. The important thing is that people associate your brand with your principles and the message you want to communicate.

Take the example of an organic clothing brand. Customers will read your content because they identify with the value of sustainability and want to know more. If they don’t find what they’re looking for (even if it’s only once), the expectation diminishes and trust is broken.

Make your company’s values ​​known by being consistent in communication. Customers will trust you and seek out your brand because they believe it adds value to their lives.

 

The importance of a content “network” to achieve relevance

In Inbound Marketing, giving your content a sense of relevance can be easier than you think. Write content within your niche, but that are related and that complement each other.

Take the example above, the organic clothing brand. If I write today about how to save water when washing and tomorrow about reusing clothing, there is no continuity. What’s the result? People don’t feel the need to “jump” from article to article, to read and learn more. Here are two practical examples of how to make a kind of “web” of content.

• Createcontentseries – Why not release an information guide in phases rather than sharing it in its entirety? Thus, it sharpens the curiosity of your potential customers and, as the saying goes, “you’re stretching it out”. Don’t forget to end by always referring to the next content in order to create more anticipation. Remember how the episodes of the famous animation cartoon Dragon Ball ended? “Don’t miss out on the next episode, because neither do we.” That’s more or less like this!
• Include internal links in your content– ​​These links direct readers to other related content. Did you notice how we did just now with the word “contents”? And yet!

 

Always try to create deep and relevant content

To be relevant, there is another aspect that must be taken into account besides relating content. With so many websites, blogs and posts on social networks, you have to be very interesting for them to notice your brand.

But this being very interesting is too vague, right? Here’s a practical tip: go into detail! There are many Digital Marketing professionals writing well and that is not enough. Surprise readers with statistical data and cite reference studies. When people think they’re not going to discover anything new, go deeper into the topic.

Customers are increasingly demanding: they want more and better information and excellent professionals. The difference between a good Marketing professional and an excellent Marketing professional is there.

By raising the level of demand of your followers, you will be raising your level of quality. From here on, the important thing will be to keep it always (or raise it) and not disappoint expectations.

Notice that consistency is always there? It is necessary to be consistent in giving complementary and really informative information to gain the trust of potential customers. Consistency must be a constant in Content Marketing.

 

Which are best practices for Inbound Marketing?

We end our article by sharing two best practices that we cannot ignore in Inbound Marketing:

• Despite all the advice, the results are different from case to case. Following tips from other marketers is a great help, but only if they also work for your company. In Inbound Marketing, the importance of testing is immense. Try it, test it, analyse your results and, who knows, you will come to conclusions different from ours. Have you ever heard of A/B testing?
• Set gradual goals. There’s no point in trying to reach 5,000 visits per month if you haven’t already reached 500. The goals of your Inbound Marketingstrategy should be measurable. Although few, focus on nurturing your leads to multiply. Recommendations also work in Digital Marketing.

We believe that a content strategy with value and relevance allows us to reach a more advanced level in Inbound Marketing. Contrary to what many people think, producing quality content is not enough. It is necessary to have a clear objective and strategy, put in practice several tactics and analyse results to improve consistently.