inbound marketing

Inbound Marketing: Custom Made Content

If you have heard the two words in the title before, there are two possibilities: you’re not entirely sure what it is, or you’ve heard of the concept, but you still need to see a few examples. In either case, let us welcome you again, or for the first time, to Influencia’s blogs.

When we design digital marketing strategies, we aim for a quality that can only be found on the web 2.0. It is well managed and guarantees success. We approach the user through nonintrusive content to create bilateral communication between brand and user that generates user confidence. All of this is part of what we call inbound marketing (or attention marketing), a strategy that aligns all the digital marketing channels into one message with one objective.

The following rules should be burnt into our memories:

1) Content is King. Good advertising content generates conversation and users want to be a part of it. Loyalty, it creates brand image and reinforces our values. In a world of decreasing advertisement acceptance, good content attracts and captivates. The key is to imagine campaigns and content that as a consumer, you yourself would want to see.

2) Distribution is queen, the king gives us metrics to understand good content performance, but without an efficient distribution method, good content is useless. Keep in mind, a good or bad choice of distribution channel can also affect the content’s effectiveness.

3) The database is the princeThere is more and more information about users thanks to leads. However, with great power comes great responsibility. Let’s not forget that really knowing the user means offering more personalized content, without harassing or abusing the user’s privacy.

We can’t talk about inbound marketing without mentioning the newsletter, a digital marketing classic. As a slightly invasive format, it’s important to have a good hook, so users decide to open our newsletter among all their other emails. It is easy to abuse them by sending too many, having bad segmentation, or uninteresting content, this lowers the opening ratio. We should also remember that seasonality and creating responsive content that is adaptable to different devices are increasingly important. The idea is that the user know who sent the newsletter from the very beginning and what it contains. These two things are fundamental to transforming the opening ratio. All of this is accompanied by a call to action, so as not to lose the user’s attention.

Another inbound marketing technique is the online advertising editorial formula: the corporate blog. The editorial content of the blog “camouflages” the advertising, and allows us to offer useful information while still keeping to the talking points or key messages. This is the perfect format to orchestrate a powerful SEO strategy, it also offers us many analytical possibilities: reading time, rebound percent, destination, traffic, etc. A great example of a corporate blog is Iberia’s, “I Like to Fly”, with posts on trips related to movies, little known places in touristic countries, and, our favourite part, a section on tackling the fear of flying, including relaxation methods, and children’s crafts. In this way, they generate attractive content to share on social media and they position themselves as an airline committed to their clients.

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