What you need to know before doing SEO, Inbound Marketing and Content marketing
Ok so we are going to talk about three things you’ve undoubtedly heard a lot about, inbound marketing, seo and content marketing. For starters, be sure about something: the three are important and can benefit your brand, but they aren’t the same. The same way you’d learn to differentiate identical triplets, by getting to know them as individual.
Let’s start with Inbound. To understand what inbound marketing is, picture a multi-step process aimed at pulling people into your site by offering valuable content .Of course you will need to use SEO and content marketing, but let’s not get ahead of ourselves. The basic principle is this: you’ll need to ATTRACT strangers, CONVERT them into visitors, then CLOSE them as leads and then DELIGHT them once they become customers so that they turn into promoters.
So just how do you attract? 2 words: valuable content, that means that what you’re offering to your readers needs to be as interesting as possible. Yeah, you could catch some flies with fluffy stuff about whatever celebrity is causing waves, but that won’t get you far and you’ll fail to make any long lasting impressions.
One aspect of this methodology you’ll need to keep in mind every step of the way is that when you go inbound, you stop fighting for attention.
Having said that, focus on: valuable content. How can you know if your content is truly valuable? Observe the audience’s reaction. Are people going crazy about it or are they avoiding it like an annoying high school acquaintance you run into in the street? You know exactly which of those two options you want for your brand.
So, we’re focusing a lot on content, right? That’s because it’s time to talk about content marketing. While Inbound Marketing is a methodology that covers your sales and marketing efforts, content marketing is a technique used to create and distribute valuable content with the aim of attracting a defined audience.
Content marketing tells us that we need to educate, provide useful information, or entertain audiences with our content. In other words: We’ll need to make it interesting. Do you know what the best part is? content marketing is versatile and flexible, there isn’t a single structure to follow. Once you’ve got an insanely appealing concept, there are plenty of formats you can use:
- Infographics. Give a look to this examples shared by Michael Schmitz, head of Content Lab at Publicis, Munich: 197 infographics on the topic of content marketing. This type is popular because they are handy, concise and attractive (If you’ve got a good graphic designer).
- Webpages. Specially if you mix this with the inbound methodology. How you do that? Well, we wouldn’t be as shameful as to sell ourselves right now as Miami SEO experts eager to help.
- Podcasts. This format has been getting insanely popular for the last few years. People love the fact they can listen to podcasts while driving, exercising, or robbing a bank. It’s a versatile medium that can get you closer to a really big audience.
- Videos. Think and develop this idea: a video to enhance your company and turn it popular. Go for challenges or anything that is trending, but be active.
- Books. Ideal to sell yourself and show what you can do. Share your knowledge, provide tools, tips. Use your words wisely and people will fall in love with you.
To apply content marketing, you’ll to pay attention to the buyer journey’s stage (Something you’ll develop through the inbound methodology):
- Awareness. At this moment the customer has a need, but there is no solution in sight. Usually the best content for this stage includes blog posts and infographics.
- Consideration. This stage encompass the comparison among similar items, trying to make sure to get the best quality for a fair price. So right now, you could offer some downloadables.
- Decision. This is the final step when the customer moves forward to culminate the transaction.
Bear in mind that content marketing focuses on the first two stages: you want to raise awareness and to provide solutions. The goal? to educate your prospects about a product they have never considered before. How does it work? everything starts by building trust, that is to say, potential customers find your content, they notice how valuable it is, so with time, they want to work with you.
Now, here’s where the third triplet comes in: how do they find your content? The not so simple answer is: SEO (Search Engine Optimization). It consists of techniques aimed at increasing the traffic to your site. The idea is to make your website rank higher in search results so that it appears on the first page of results and hopefully is one of the first three results. So, what’s the goal? bringing the right people to your website with the right search terms.
To be practical, split SEO in two: technical and content. The first focuses on using the right words, so your content can be found. Please, be clear in something: keywords are useful and helpful but they aren’t everything. Why? Content matters, in fact, search engines like Google focus more on this aspect. In this regard, valuable content is the key (There’s no way around this. Don’t even try to cheat). What does it mean and how do you rank? generate user friendly information capable of aiding your audience in solving their problems.
Search engine optimization or SEO is far away from being random, it is not about luck either. It’s a tactic to rank. Check out MOZ’s beginners guide.
As you could see CONTENT MARKETING, INBOUND MARKETING and SEO are interconnected. We imagine you are wondering: how do I get started? by contacting Miami SEO company like us in The Social Us, we are ready to guide you in this endeavor and make you succeed.