Inbound marketing is an elusive concept for many new businesses getting into the marketing sphere. Entrepreneurs, small businesses, and self-starters spinning up their website for the first time are often puzzled by the idea of writing content that attracts new customers like bees to flowers.
We’re about to pull back the curtain to explain how and why inbound marketing works to bring in self-driven and motivated visitors to your brand website.
Just-In-Time Search Results
The secret to inbound marketing is the way search engines work. Your goal is to create content that is appealing to future customers when they need it most. You want to anticipate the questions they will ask and terms they will search for just when they have encountered a problem you can solve.
For example, let’s say you sell gardening tools. Posting content about how to do certain gardening tasks will catch people right when they’re in a tool-buying mood and show them which tools to buy. Or maybe you sell pet food and answering questions about pet nutrition is the perfect segway toward your healthy and affordable choices.
This is just-in-time content marketing, in which results are presented to your future leads based on what they already want.
Solving Problems and Creating Leads
Start by considering problems that your products can solve. Answer questions and provide solutions. A good blog post can inspire positive feelings of gratefulness, trust, and an inherent sense that your brand must be good if you have all the answers.
How-to guides and detailed answers to common questions are a good place to start.
Becoming a Trustworthy Source of Information
Having a wealth of useful content can also mark your brand as a trustworthy source of information. People will find themselves looking for your website domain and seeking out your blog for answers over less useful content because they know you’ve got the real information and product links that they need.
Many brands have made their name by building a knowledge center, combining FAQs, guides, glossary pages, and project ideas into one searchable platform that their audience learns to trust.
Products with Exactly the Right Description
Your product and service pages also play a role in content marketing. The right description can frame the product as a solution to common problems, list the features people look for the most, and hit a few top keywords while providing an accurate and detailed summary of the product itself.
Written write, even your product pages will appear as search engine results.
Ready to super-power your content marketing strategy and become a trusted expert for online leads? Contact Empowered Pulse to learn more.