If you are looking into digital marketing and SEO you will most probably have come across the words ‘inbound marketing’ and ‘content marketing’, stopped for a second and wondered what’s the difference between inbound marketing and content marketing?
Content Marketing Is Inbound Marketing
Well, to be more precise, content marketing is one part of inbound marketing.
Inbound marketing is the big marketing umbrella under which everything else sits *cue very expensive looking graphic*
You can see that inbound marketing is the name of all the different types of digital marketing created from within.
This sounds a lot the sort of thing an SEO Kung Fu Master would say, but if anyone is going to be called SEO Kung Fu Masters, it’s going to be GrowTraffic.
So, let’s have a deeper look at content marketing then.
What Is Content Marketing?
The Content Marketing Institute (who should know, what with the company name and everything) say:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
If this definition has sent you to sleep then let’s let Hey Jessica explain it in a much more fun way.
Ok, so content marketing could be a blog, an optimised web page, a podcast, a YouTube video, A TikTok video, Instagram stories, just to give a few examples.
Right, that’s content marketing, the next question we will answer for you is…
What Is Inbound Marketing?
We mentioned earlier about the inbound marketing umbrella thing so let’s look into inbound marketing in more detail.
The experts at HubSpot describe it as:
“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have.”
They also made a good video which elaborates on this but honest to god the person’s voice is so annoying we couldn’t possibly put you through it.
Inbound marketing is more customer-based, you’re trying to get their attention and make it easy for them to find you.
By pulling together all the different strands from our incredibly expensive graphic at the beginning of this article, in a cohesive digital marketing strategy, you are putting in place all of the elements to answer their searches/questions at the exact moment they need an answer.
It’s A Marathon, Not A SEOprint
Unlike old school or traditional marketing techniques, inbound marketing is a process which takes time.
Don’t get us wrong, there is still a time and a place for traditional marketing techniques, a good sales pitch or an innovative advert will get you quick sales.
But they are more like a one-night stand whereas inbound marketing is like a long term (and happy!) relationship.
Which is why all of the different strands of inbound marketing need to be working together.
If you just produce content marketing without social media, how is anyone going to ever see it?
You can create the most exhilarating web copy on a website, but if the page isn’t optimised then how will people find it?
Inbound Marketing Fails
Ok, so we’ve shown you the difference between content marketing and inbound marketing, given you some ideas of what to do, let’s have a look at what not to do.
Don’t think ‘oh I can’t be bothered with strategy, I’ll just make it up as you go along”.
Without a strategy, inbound marketing will be as successful as Nativity 3: Dude, Where’s My Donkey.
With a strategy, you are looking like Home Alone.
Don’t produce lots of content with no thought to quality, you can churn out 10 blogs a week.
Many companies read that the more quality content you put out there the better, but in their rush to get the content out they forget to read the word ‘quality’
Don’t give up if you don’t get sales 4 minutes after launching an ad campaign.
Like we said earlier, inbound marketing is a long game and requires patience. If you chop and change too much, then you go back to the number one inbound marketing fail of not having a strategy.
Inbound Marketing In 2020
You can never get complacent in the world of marketing, especially digital marketing, so be sure to keep your eye on the news.
Do as much research as you can a keep ahead of the curve, it wasn’t so long ago that voice control was seen dismissed as many as a gimmick.
In 2020 most households now have an Alexa or a Siri somewhere and voice searching now accounts for a sizeable chunk of internet searches.
Of course, the best way to keep up to date is to visit our website every day!
Finally, here’s another video with some high-quality content but yet again a questionable outfit, on some shifting inbound marketing trends for 2020.