The Hubspot study was clear that the most successful companies use the combination of blogging (content marketing), search engine optimization (SEO) and social media marketing to get their content in front of their target audience.
High performers prioritize projects designed to help get the company and its content discovered. This pattern holds for both agencies and vendors. When considering which tactics to employ to establish or accelerate your inbound program, data would suggest that blogging, SEO, and content distribution are the three pillars of successful inbound marketing.
Blogging & Content Marketing
At Braveheart Digital, we define content marketing as a strategy that is focused on creating and distributing compelling, quality content, to build trust and loyalty among consumers with the ultimate goal of turning them into customers.
Blogging, on the other hand, involves posting regular content, usually on your website, with the goal of communicating with your audience, whether you’re promoting a product, providing valuable knowledge to your readers, or working to establish your organization as a thought leader. Blogging then is a tactic within a content marketing strategy.
According to the Hubspot report, companies that blog are 13x more likely to drive positive ROI than those who don’t.
When it comes to content marketing, we use a seven-step process to help our clients strategize, develop, and execute their content marketing strategies.
Seven-Step Content Marketing Process
- Define Program Objectives
- Define Content Needs
- Define Writer Strategy
- Prepare Web Site For Content
- Define Content Promotion Strategy
- Define Measurement Strategy
- Execute, Measure and Improve
Content marketing and lead generation are not campaigns with a stop date. They are continuous marketing efforts that can significantly improve the success of your company.
Once your content is produced, SEO insures that your content can be found. SEO on average is 12% of a typical marketing budget and generates 14% of leads. PPC, on the other hand, is 8% of a typical marketing budget but generates only 6% as can be seen in the graph below:
The importance of SEO should not be understated. If you are spending more of your marketing budget on PPC than SEO then your lead generation program is costing you.
It’s not just the number of leads generated from SEO that makes it such an important inbound tactic but also the quality of those leads.
When asked for the average percentage of leads converted to sales by marketing channel, marketers sighted SEO as the most effective marketing channel.
SEO continues to deliver the best ROI of any inbound marketing channel and is vital to a successful inbound marketing strategy.
According to the survey, four out five marketers cited social sharing as a distribution channel used for content marketing. This was the second-highest percentage of respondents, trailing companies’ own websites.
You may recall us writing about social media as a distribution channel in July where we cited a survey that showed that seven out of 10 (71%) marketing executives said that once they publish content on their web site that they use social channels to promote and amplify their message. Social media is important, and it’s not going away.
In conclusion, the Hubspot report shows that a successful inbound marketing campaign is built on the foundation of quality content, with great SEO making the content discoverable by users who can then share the messages through social channels.
To get started with your buyer personas and your inbound marketing program, contact us today.