Inbound Marketing is Content-driven
Inbound marketing operates on some key premises:
Creating and distributing “content” as a means to attract potential online prospects or buyers.
Leveraging useful information (extracted from data analytics) to improve your customers digital experience of you and at the same time improve your selling process.
Digitally qualifying online prospects based on the content they have consumed and online actions taken.
Presenting personalised experiences to content consumers (your prospects) based on their previous engagement with you, not just within a given channel, but across all of your channels.
The digital channels such as Organic Search (SEO), PPC, PR, Email, Social Media etc… present opportunities to distribute your content – to become visible in the online places where your target customers are present.
An interesting Marketing Sherpa graph shows the effectiveness of various digital channels again their implementation difficulty: