WHAT ARE THE FUNDAMENTALS OF INBOUND SUCCESS? [VIDEO - PART 3]

Let's briefly recap what we saw in the previous video,

We already know that the INBOUND BEST PRACTICES consist of:

1. Using BUYER PERSONAS.
2. Using the BUYER’S JOURNEY.
3. Creating Valuable Content.
4. And finally, knowing how to leverage that valuable content.

We left off by saying that Inbound Marketing can't exist without content.

Inbound Marketing is Content plus Context.

Content is your marketing toolbox. Things like blogs, photos, infographics, interactive tools, videos, and electronic books, or eBooks, work for you to attract, convert, close, and delight.

Context is who you're creating that content for. You can't just write a blog post and be done; you have to know how to write the right posts and target them at the people you're trying to reach and the topics they're interested in.

The best content, which is really what will fuel your entire inbound strategy, has to be matched to the right Context.

It's not enough to just write a blog post or send an email. The content of the blog post and of the email needs to be targeted to the people you're trying to reach, that is, your Persona, and to what they're most interested in seeing, which depends on what stage of the Buyer's Journey they're in.

The last of the best practices is Leveraging your content.

Make the content for your Buyer Personas easy to find; content distribution is what gives your content its context. Just having good content isn't enough. You need a way to get that content out into the world. Distribution makes content relevant.

There are some tools we can use to leverage content by distributing it.

The right distribution technique will put the right content in front of the right person at the right time.

You can use tools such as your website pages, a business blog, social media, landing pages, CTAs or calls to action, and marketing emails.

Just make sure you're using tactics that help your content reach your Personas where they spend most of their time. If they aren't spending time on Twitter, Twitter shouldn't be a big part of your distribution plan.

And that brings us to the end of the Inbound Best Practices.

Remember: Research, Develop, and Use Buyer Personas. Then combine that knowledge with the buyer's journey to help you create and leverage Valuable Content.

Do you want to know what Inbound Marketing looks like in action?

Don't miss our next video. Subscribe! We'll walk you through a complete example of Buyer Personas, the Buyer’s Journey, and how to leverage Valuable Content.

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