By Matt Byrom
The Truth About Inbound Marketing
The truth about inbound marketing: Content only works when it has a goal.
All too often, people create content just for the sake of creating it.
This content doesn’t have a plan, a direction or a purpose, and lackluster results usually follow. Of course, there are times when you strike it lucky and the content you create generates 10x the amount of traffic and leads you expected. However, unless this was planned (and it usually isn’t), you can’t hope to repeat this success.
However, unless this was planned (and it usually isn’t), you can’t hope to repeat this success.
So I come back to my original statement: Content only works when it has a goal. And to have a goal you need a structure with a beginning, a middle and an end. In other words, it’s crucial that you have a plan for your content, with each piece leading onto the next. This takes the people who interact with your content on a journey with your brand.
This takes the people who interact with your content on a journey with your brand.
There are many content methodologies and frameworks out there. One of my favorites is the Hubspot Inbound Methodology; I’m a huge fan.
In this methodology, they neatly present the process of inbound marketing, from creating content to attract people to your website, through to converting those people into leads for your business, closing them to a customer, and finally delighting that customer so much that they tell their colleagues and friends all about your brand.
Along with this, Hubspot lists the different content you can use at each stage:
However, based on this methodology and most of the other frameworks out there, a few things are still unclear:
- What content should you create?
- When should you create it?
- And how?!
While there are methodologies that explain how you should think about content at each stage of a person’s journey with your brand, it’s still not clear how all this content should function together.
So we created our own framework, taking everything we understand from the buyer journey, the inbound methodology, and our experience with content marketing.
The framework is called Content Islands, and it gives structure to the content creation process.
Content Islands ensures you are creating the right amount of content, in the right areas, and that every piece of content you create has a purpose and a goal. The result is a well-oiled machine that will generate targeted traffic, leads and customers for the long term.
Before I dive in, you should know that the Content Islands framework focuses on helping you structure the creation of your content. It is based on the belief that you have already planned out your personas, you know your audience, where they hang out, what they like and the content they like to consume.
To use Content Islands you should be ready to start the creation of content.
Ok, so let me explain how it works…
Getting Started with Content Islands
Before you create your first Content Island, you need to decide on a broad Go to the full article.
Source:: Business 2 Community