Inbound marketing plans are about creating a roadmap for external communications – what form of content, where it will be published, and when. This helps businesses organise and even factor in ad-hoc content requests, such as company events or announcements. These plans should allow for flexibility but always demonstrate your expertise and value to customers. Inbound marketing is about providing audiences with content and resources that helps inform their purchasing decisions.

Inbound for Increasing Discoverability

Collaborating with industry influencers raises the quality and awareness of content. Influencers in your industry are those already speaking to the audiences you wish to reach, so it’s easier focusing on SEO rather than social media. Two things influence search ranking – links and content, which values producing original content that others will link to and share in order to build ranking.

According to Hubspot, almost half of customers likely view three-to-five pieces of content before engaging in a sales process. One critical way to establish industry authority amongst customers is by producing whitepapers. These well researched long-form content pieces can help businesses address key industry challenges or provide insights that can address customers’ needs.

Whitepapers aren’t just valuable for providing information and establishing businesses as thought leaders, but offers a versatile piece of content that can be utilised to create online engagement, build SEO ranking, and extended in shelf life through social media posts and blogging.

Blogging campaigns are useful avenues for businesses looking create consistent content that is timely, insightful, engaging, and often entertaining. Blogs further establish a company’s position as an industry thought leader. In conjunction with a whitepaper, your company’s blogging campaign should expand on the ideas and concepts explored in the original whitepaper to add further insight and personality into the inbound marketing content.

Sharing and Diversifying Inbound Content

Social media makes a whitepaper easier to share and access for wider audiences. Using social media platforms, businesses can provide digestible content pieces that drive traffic towards the original whitepaper, company website, or whatever user journey aligns with your business’ needs. Social media content helps boos discoverability and online engagement, putting brands on the platforms its audiences use. Furthermore, by teasing excerpts from a whitepaper on your social media platforms, people can easily and quickly view your content to decided whether the whitepaper is worth downloading in full.

When we create inbound marketing campaigns, we often encourage clients to consider ancillary digital assets, such as infographics and animated videos.

Also, since we design and deliver these digital assets in a PowerPoint, clients’ teams can easily track and make amendments directly on the file. We work transparently and collaboratively with throughout the design and approval process, offering editable whitepapers and other assets that can seamlessly be repurposed with new content, converted into a presentation, or optimised for a physical print run.

When we use whitepaper as cornerstone content for an inbound marketing campaign, it should be housed on a landing page that requires a customer’s email and provides the business with reporting of download metrics. This helps a business better understand who’s engaging with the brand, what audiences are looking for in a service provider and success metrics for the inbound marketing campaign’s ROI.

If you use the above supplementary content to drive audiences to your landing page, then you’ve already done the hardest part – entice customers. Now it’s simply a matter of ensuring your whitepaper and website demonstrate your business’ value.

Ads and Add-Ons

In inbound marketing, we would also encourage businesses to look at digital ad campaigns that can be posted on their company website, Google Ads, or any industry-specific website that would promote the brand. These content and design assets should serve as supplement marketing material that enhances the business’ unique brand and messaging.

Whitepapers help businesses establish themselves as thought leaders by providing an informative digital asset that speaks to the right audience and industry. Also, by boosting the whitepaper’s discoverability through SEO, blogging, social media, video content, and ad placement – a business can reach a variety of different touchpoints to engage audiences and highlight company expertise.

Your inbound marketing campaign should not only highlight your business’ industry expertise, but capture your brand identity while connecting with to your intended industry, audience, and unique value proposition. It’s all about demonstrating value by providing the right resources on the right platforms.

Discover more tips and tricks for writing compelling content across different platforms and audiences. Our Ultimate Guide to Content Writing outlines everything you need to begin structuring your inbound marketing campaign. Download your free e-book here

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