How Inbound Marketing Can Power Content That Generates Leads


Co-Schedule serves over 45,000 marketers worldwide with its set of agile marketing products. The marketing software vendor was also featured in the Gartner Magic Quadrant for Content Marketing Platforms.

Ben sailer is part of CoSchedule’s global marketing team, which is divided into Inbound, Product Marketing, Marketing Design and Marketing Automation. He manages the company’s network of freelance writers and formulates and directs content strategy.

Inbound Marketing vs Content Marketing

According to Ben, inbound marketing is any marketing that aims to attract an audience in an uninterrupted manner. This also includes content marketing.

However, inbound marketing can also include content-based methods like email, social media, etc., and non-content-based methods like pay per click. Since all marketing is about content today, the terms inbound marketing and content marketing are used quite interchangeably.

“Outbound marketing is all about disrupting the audience’s experience through cold calls, cold emails, etc. Inbound does all the rest. It’s a much larger marketing framework done in a non-disruptive way, and content is part of that strategy, ”says Ben.

At CoSchedule, he explains, the marketing team works in unison when a task needs to be completed. “If you have the knowledge and the skills, you just work on it without worrying about whether it’s incoming content or content,” he says.


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What should marketers and creators focus on

For Ben, the most important thing is to understand where its content lies in the whole. Nothing should work in isolation. Content teams shouldn’t exist in a silo creating content without linking it to the overall content and business strategy.

“Start by understanding what you want your content to do for your business. Many times marketers create great content but it doesn’t produce results. Most of the time, the problem is that this content is not driven by a real inbound strategy, ”he explains.

Tips for optimizing the conversion rate of prospects from a blog

The CoSchedule B2B blog is quite well known. Taking advice, Ben says their blog content strategy is very Focused on SEO. Their traditional approach is:

  • Get traffic through organic search
  • Convert that traffic to email subscribers through simple signup forms
  • Provide users with content with real value or a resource like templates, guides or eBooks that help them better understand or execute something.

“We do a lot of testing with pop-ups, CTAs, and use tools like VWO and Hotjar to better understand how people are blogging and converting. This allows us to validate or invalidate our strategies and move towards the numbers we want to achieve. Test as much as you can and as quickly as you can. Don’t let your personal preferences affect your decision; let the data guide your decision-making, ”says Ben.

Focus on B2B podcasts for inbound traffic

Podcast as a medium has been exploding in popularity for years now. Its main advantage over other content formats is that it can grab the listener’s attention for a full 30 to 40 minutes, says Ben, considering CoSchedule’s Actional Marketing podcast doing quite well.

“During a podcast, even if the audience is doing something else, they are still actively listening to you. And it’s really powerful! It gives you a chance to be a part of their life, ”he says.

For CoSchedule, podcasts are about networking and connecting with people in the same stream. The idea is to attract attention and influence people and don’t really generate direct sales.

Here are some tips to keep in mind if you are planning to start a B2B podcast:

  • Define what you want out of it, like more subscribers or
  • Pay attention to downloads or how many people are listening to an episode
  • You can also advertise your own products on the podcast by correlating adoption with demos or trials.
  • Upload them to blogs to generate link clicks

The future of inbound marketing

For companies that have already established themselves as CoSchedule which has strong domain authority, the future is to explore different formats like videos, podcasts and get more sophisticated with email automation.

For those who are just starting out, Ben says the online space is a lot less forgiving. “Organic social is also very difficult, and the algorithms are now much less user-friendly. But inbound marketing is evolving and the the focus is now on building communities and groups as was the case before the digital break. The future of inbound is going in all kinds of directions where it doesn’t have to depend on any algorithm or the platform of a big tech company to feed you traffic. Most of the places are very busy so we can expect a lot of innovations that try to bypass this crowd. “


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