Updated By: Clare Richards on Thu, Jan 03, 2019
Inbound marketing has been around for nearly 15 years now. And while we have may stories of successful implementation, it continues to evolve. With its evolution, we - as inbound marketers - need to continue to change our tactics, implement and create new ones, and adjust to the client, persona, and goal
1. Content Distribution
Content distribution is a term and practice we coined to ensure that the work we do is getting to the right people, in the right places, at the right times - and many times if needed. Distribution is the act of taking the content and getting it posted on the most relevant channels with a frequency that will set the content up for success. It’s all about getting the work out there and maximizing opportunity. This includes all formats of content, including insight and information from downloadable resources, to blogs, to website copy, and pages to videos.
Distribution creates impact. Within distribution, we have two fundamental goals: to target buyers and influencers to ensure you attract visits and contacts, and to gain maximum visibility and engagement within your industry and audience. It ensures dollars are well spent so that we’re not just pumping out a lot of content without impact traction.
We aim to leverage multiple channels in distributing existing and upcoming content. Our team of experts has developed an extensive distribution checklist to be referenced for every piece of content created. Through these efforts, we experiment to find the most valuable and effective distribution methods and amp up efforts within that area.
2. Video, Video, Video
Video content includes every type of motion-related content. This could include:
- Live action (think: interviews)
- Stop Motion
- Video Blogs (vlogs)
- Video Podcasts (vodcasts)
By creating quality video content, we create high-value content for users, deliver the right information at the right time, and present clients as professional and experienced leaders with top-notch products and services.
3. Influencer Marketing
Influencer marketing can increase awareness of your products in these territories and drive consumption and traffic to your customers’ stores and locations. Influencer marketing is a rapidly growing form of marketing and can generate up to 11 times the ROI of traditional advertising and 94 percent of marketers who use influencer marketing find it an effective practice. A study from Linqia showed “a majority of marketers will spend anywhere from $25,000 to $100,000 on influencer marketing."
According to HubSpot, "An Influencer is an individual with an online presence who has the potential to influence the opinions and behaviors of your target audience. Because these folks - like bloggers and social media personalities - build a following over a long period of time by producing interesting, quality content, people begin to trust them. They’re relatable, and their opinions become respected. That’s why brands see the value of turning to influencers to reach or engage new audiences - it’s a way to broadcast their messages as told by an authoritative source that people actually pay attention to."
4. Content Clusters
Search engines have recently changed their algorithms, instead of favoring keywords they now show preference to clusters of content around particular topics. Content clusters signal to search engines that you are an expert within the category, as such you are more likely to have the top spot. Here's an example:
Content clusters are the way we are able to construct sections of the website to maximize SEO value and engage the user with highly valuable content. They usually entail much more extensive website pages and expanded website section.
As HubSpot explains, "You can think of it
5. Digitized Offers
This isn't as complicated as it might sound.
What we're saying here is that we recommend you make an offer (or a downloadable piece of content) "digital". Take your current eBooks, offers, case studies, white papers, etc. and “digitize” them by putting them on the website as live text. This works with both gated and
We see great value in taking existing content and placing it on the site as live text because it would then be “crawlable” by Google and we’d see the benefit from SEO. In addition, it’s a more modern experience for the user and more responsive for all devices in comparison to the current PDFs.
Our advice? Tackle one offer at a time - ideally, you’d start with one that is performing well and aligns with your current efforts - to build out the digitized format. Then, you'll be set to hit the ground running with those that follow.
If you try any of these tactics for your own 2019 marketing strategies, let me know how they work!
About The AuthorClare Richards
A deep love of art and design drives me as I navigate the ever-changing waters of marketing. I am constantly looking for new and better ways to give the inbound marketing methodology the beautiful face it deserves. As the Art Director, I ensure that all of the design work we produce is top notch and designed with a purpose. When I’m not trying to solve creative problems, my life revolves around my family and friends, my passion for music, and my addiction to stories.