Inbound Content

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?

Whether it’s a blog post, a white paper or an Insta-story – if a company considers its marketing activities from this point of view, it quickly becomes indispensable for its target group. If the content is even so valuable that people relevant to the company provide their contact details for it, things get really exciting. Content that is created for the purpose of lead generation and implemented in the company’s website is thus just one part of inbound marketing and is what we call inbound content.

A perfectly placed guest article, an interview that clearly presents a fact – The opportunities that open up with continuous PR are huge according to the inbound marketing definition. But what is missing here is the guarantee, crucial for companies, to make the reader:in also a lead and, for example, to collect his or her e-mail address. With the creation and distribution of inbound content, exactly that can be guaranteed. Developing content that is designed exclusively to attract and retain new customers can quickly lead to success – lead after lead.