The concept of inbound marketing revolves around the exchange of information – businesses provide helpful content that website visitors are searching for in exchange for personal information that converts them into leads and ultimately into customers. When putting the approach into practice, “producing good content” is a great place to start, but it doesn’t quite encapsulate the nuances of a well-crafted, targeted content marketing strategy.
A solid inbound marketing strategy begins with target market (or buyer persona) data and a plan to produce and distribute the content that each buyer needs at just the right time. Critical to developing that plan is the concept of the buying cycle i.e. the buyer’s journey.Read More