Inbound Marketing Insights

Content marketing is a key in today’s competitive online marketing landscape.  As more and more companies move to content marketing, you need to understand how to make your content stand out from the crowd.   So, what is content marketing?  Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Here are 4 ways to make sure you write inbound content to maximize your marketing exposure.

1. Have a catchy title: This is really critical to make sure your content even gets clicked on.  When you see an article on Facebook or LinkedIn, it’s just the title that shows up. From that catchy title is where people decide whether or not they are going to click and read the rest. Your title should have a very easy description of what people are going to read.  For example, this blog article said, “4 tips to make your content stand out.”  When you click on it, you already know what to expect, which would typically be a numbered or bulleted list, which brings me to my next point…
   
   
2. Formatting is key: This is a critical step, not just for a blog post, but for any piece of content you are creating. Make sure your format in conducive to the busy and fast-paced schedule of your readers.  If someone reads a title that says, “4 tips to make your content stand out,” they expect to click on that link and have the 4 tips clearly defined for them.  Whether you do this through a bulleted or numbered list, separate with images, use bolding, italicizing, etc., make sure to break up your content with formatting.
   
   
3. Understand WHY the reader is interested:  Don’t just write content to write content.  There is enough of that already out there.  Understand your buyer personas, and answer questions or problems that your buyer personas are facing.  When you do that, you will provide content to your readers that is helpful and useful to them, making you a thought leader in their space, and their “go to” blog or company to help find the most insightful information – and that is a good place to be!
   
   
4. Write with empathy: Understand that people who are reading your articles are looking for more information, and are not the expert in the space.  That’s why they need you. Write with empathy and help them understand and solve the problems they are having challenges with.  

Content marketing is not new, but it is constantly changing.  Staying ahead of the curve and making sure your content is speaking to the right audience is key to experiencing success with your content and inbound marketing campaigns.

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