Whether it’s content marketing, SEO, social media or, of course, PR – a large part of the marketing measures that are considered indispensable today can be grouped into one larger discipline of marketing: inbound marketing. So what exactly are we talking about when we refer to content explicitly designated as inbound content?
The distinction from other marketing measures is already clear in the translation: inbound means “incoming” or “arriving.” While more traditional formats such as TV and radio advertising aim to actively send messages to a group of people, in inbound marketing companies provide content that their target group is actively looking for. So they approach the company – whether with a question, a problem, a wish or simply an interest. Questions that this inverted scheme raises: What are the needs of my target group? In which phase of their hero’s journey are my customers? What questions are they likely to ask themselves in their situation and also: What questions will they ask themselves in the future, even independently of my product?