Webinars in words – Marketing tips part 3 - Inbound marketing - why and how to produce content at scale
Let’s start with the basics, what is outbound marketing v. inbound marketing in layman’s terms?
Interrupting your customer with a hopeful sales pitch (e.g. adverts, cold calling, emails, non-transparent gated content)
Drip feeding helpful information and content, crafted to appeal to the target audience who should eventually choose to approach you to buy (e.g. social posts, videos, free downloads, blogs)
Properly executed inbound marketing is 10x more effective for lead conversion than outbound if you exercise patience
Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. Inbound marketing is often referred to as ‘content marketing’ which in simple terms means distributing greater quantities of engaging, relevant and contextual information across multiple marketing channels.
‘Content’ is everything you share including text, tweets, photos, infographics, white papers, videos and podcasts. The difficult bit is maintaining consistently high quality content across so many different digital marketing platforms.
Inbound leads costs 61% less on average than outbound leads
Here are a few ideas to get the most out of your hard working content
The key to content generation is being able to produce content that is formatted correctly and contextual to each platform. You can’t just upload the same phrase with the same hashtags and the same image to your website, LinkedIn and Instagram and think “I’ve covered all bases”. The algorithms within each digital marketing platform have different rules for prioritising content and each platform engages its audiences very differently.
We’re not saying you need to create a completely new piece of content for every different platform each time you post, we’re just suggesting that you adapt and contextualise your content for the place it’s being delivered. Here’s some tips to creating great content at scale:
1. Create one long piece of content and divide it up into digestible and engaging portions for each digital marketing platform.
For example, at MAXX we recently:
Created a six-chapter whitepaper on tactics which technology companies can use to improve their digital footprint (long-form content)
Then uploaded each core chapter as a blog which gave us a month’s worth of blog content
Used the key research stats to create two fascinating and relevant infographics to support and promote the paper
Broke these stats down into 10 individual image graphics for social media
Uploaded three two-minute social videos of our team members discussing some of the key points
From one whitepaper, we produced more than 20 individual pieces of content that were relevant and contextual to each platform they were uploaded to.
2. A picture paints a thousand words, so get graphic!
Infographics bring your content to life and grab attention by using dramatic stats, images, cartoons, colour, etc.
Infographics in PDF format receive the most engagement on LinkedIn currently and are doing even better than video! People are engaged to see what you are saying later in the post, on the second and third pages.
3. Use case studies
Promote the great work you’ve done but keep it factual and value based. Talk about the brief and the problem you had to solve and how you achieved it (but don’t bore people!). There’s nothing worse than a three page case study, people want highlights and key takeaways.
Check out this case study we created when we launched the website for Smeg’s flagship London store: https://www.maxx-design.co.uk/smeg-london
4. Make lots of videos
Give video a try, either using your own smartphone or a professional recommended videographer. Video will bring you and your organisation’s personality across and make your potential clients feel like they already know you.
Why not hold a Zoom conversation with a client, record it (with their permission) and use snippets for short pieces of video content to go on Facebook, LinkedIn or Twitter? Here’s an example we produced.
How is content marketing changing and why should it matter to me?
The content game for platforms right now is allowing users (you and I) to produce the best content possible with the least amount of skill and cost. This is why we’re seeing such success for platforms like TikTok and Instagram. Easy production, easy editing, easy distribution and at a very limited, often free cost.
Streaming sites like Twitch paired with influencer partnerships have created a new age of marketing where:
People can make income from their hobbies through documentation and content creation
Companies can profit from this by partnering with popular online figures to help promote their products and services
There’s always a (some would say diminishing) place in some industry sectors for the ‘hard sell’ but we’re increasingly seeing that as has been proven over many years, customers buy from companies that they trust and they follow online.
Globally, 41% of marketers confirm inbound produces measurable ROI, and 82% of marketers who blog see positive ROI for their inbound marketing.
For companies that aren’t just in it for a quick buck and are looking at a 5 to 10 year strategy, It’s critical they implement a comprehensive inbound marketing (content) strategy to start building their audience and their credibility online, because when it comes to long term ROI it will outperform traditional sales techniques ten-fold.