The driving principle behind inbound marketing is based on the process a person goes through to make a buying decision.

This chart shows the different online sources US adults use for information gathering prior to making a buying decision. Search engines, blogs and online news sites are the primary sources for fact-finding while social media sites and online forums are the primary sources for buying advice.

This behavior, coupled with the decline of traditional marketing’s effectiveness, is driving companies to shift their marketing investments more and more towards inbound marketing.

Buyers are doing their homework online long before they actually purchase a product or service. It is this behavior — the seeking of facts and advice online — that inbound marketing exploits.

Creating fresh, relevant and useful content is the heart of Inbound Marketing's proven success.

People have shown by their behavior that they want to be in control of the content they consume — what content (topic), what kind of content (blogs, videos, eBooks, white papers, discussion forums), where (search engines, social media sites, news sites, etc.), when (any time of day) and how (preferred device) they find it.

Having an effective content marketing strategy involves:

• Feeding the search engines with a steady supply of quality content
• Creating the appropriate content to support a prospect at whatever stage of the buying cycle s/he is in
• Creating content that's so valuable a prospect is willing to trade his/her contact information to get it -- turning them from a prospect into a viable lead
• Delivering new and relevant content to your leads at appropriate intervals
• Providing content in his/her preferred format
• Sharing content across multiple social media outlets
• Sharing other people’s content that’s relevant, useful and timely to your leads
• Making it easy for other people to share your content

We can help you:

• Create a content marketing plan with strategies such as an editorial calendar with optimal content for your target audience (topics, formats, dates) and channels for sharing it (your website, other sites)
• Create and produce search-engine optimized content in a wide variety of formats (e.g. blog posts, case studies, white papers, eBooks, special reports, videos, podcasts, newsletters, etc.)
• Share / distribute your content across different channels
• Monitor / research online for relevant and useful content to share with your audience