Content marketing is a digital marketing strategy in which companies create relevant and valuable content attracting, involving and generating value for people in order to create a positive perception of your brand and thus generate more business. Normally it is to use the publication and promotion of content to drive organic website traffic, increase qualified lead generation, motivate the sales team to quickly close deals.
It is part of a marketing strategy focused on creating and distributing relevant content (such as articles, ebooks, webinars and posts on social networks), without explicitly promoting the brand. Thus, the company helps its target audience to solve their problems and become an authority on the subject.
Also used as a way of engaging with your target audience and growth in your network of customers and potential customers through the creation of valuable content for people to create a positive perception of your brand and thus making more sales.
Content Marketing is one of the most powerful weapons that a company, of any size, can have at its disposal to attract and retain customers.
Hubspot is a great example of excellent Content Marketing.
Hubspot is one of the largest digital marketing companies in the world, with marketing, sales and CRM solutions to integrate all of this. Much of Hubspot’s success is due to the Inbound Marketing techniques that the company both uses and teaches others. Blogs, which are a reference in the market, are far from being the company’s only content channels: tools, templates, surveys and online courses are also included.
Inbound marketing is about delivering the right solutions and opportunities that have a positive impact on business and or people.
It is a strategy based on a series of online actions that aim to attract traffic to a website and work this traffic in order to become leads or active consumers of your products or services.
Why Inbound Marketing?
Conventional direct marketing is giving way to relationship marketing, where instead of directly offering products and services, the goal is to create relationship points and then disseminate a value proposition.
It is what is being known as New Marketing, a way to attract the attention of potential customers, presenting content that adds value to people’s daily lives, in a technique that is much less invasive than others used in traditional Internet marketing.
One of the advantages of Inbound Marketing is its segmentation. As it comprises a series of actions that seek to arouse public interest in the brand, its products or services, the public resulting from these actions is extremely segmented.
This greatly facilitates the work of inserting this audience into a sales funnel that allows brands to achieve a drastic reduction in the cost of acquiring customers while also positioning them as a reference in their market.
Plus, around 85% of consumers conduct online research before deciding to buy.