Creating an Inbound Content Strategy: Inbound Marketing Basics

An inbound marketing strategy is one where you lay down a series of paths for people to follow when they have a problem to solve. Instead of jumping out and making yourself known at random with advertisements, it is essential to lay the groundwork for making and nurturing leads and let the customer come to you on his or her terms. 


Step 1: Target Markets & Pressure Points

Who is most likely to be a quality lead? What problems does your audience have and which questions are they trying to answer? Be sure to think from the perspective of your audience when coming up with questions and problems.


An inbound content strategy is about solving problems, not selling products. 


Step 2: Keyword Research

Brainstorm a list of words and phrases to focus your inbound content strategy around. Think about the words that your audience will use when they turn to Google for answers rather than common industry terms. Tools like Google's Keyword Planner can help identify keywords that get a lot of traffic as well as find related terms that can be included in your content.


Step 3: Create the Content

Here is where you show your audience that you understand what their problems are and that you know the answers. From blog posts to informative articles, create content that relieves the audience's pressure points without talking too much about yourself.

Incorporate keywords into your content to help search engines know what your pages are all about. You will want to use them in these key areas:

  • Title. This is what shows in search results and is one of the most important places to work in your keywords.
  • Headings. Your readers and search engines will scan these for keywords.
  • Body. A few mentions is plenty, do not try to cram in unnecessary or repetitive keywords into your copy.
  • Image Tags. Image tags, or alt tags, tell the search engines what your images are. They are also what shows whenever the image is not displayed.

Step 4: Promoting Your Content


Once your content hits the web, it is time to help people find it. Social media outlets are great for attracting readers and nurturing relationships with new and old customers. Facebook is a great all-around platform while sites such as Pinterest and Instagram can help you reach more niche audiences. Using #hashtags on Twitter can make your information easier to be located by your target audience.

The more sites incorporated, the more likely your inbound content strategy will catch like wildfire.


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