meaning it doesn’t sit behind a form and is accessible to search engines. Blog posts are the prime example of ungated content – in fact, maintaining an active, SEO-optimized blog is critical for attracting the right audience to your website.
On the other hand, you may want to gate many of the longer-form pieces of content you generate like whitepapers, eBooks, guides, and reports. Gated content should provide a high level of value to your visitors.
After all, you're offering them a free resource in exchange for their gcash database contact information, so the content needs to be enticing and useful enough for someone to give up their personal information.
By delivering on the value you’re offering, you can build that trust with your audience as well, so don’t promise someone an in-depth guide and then the content behind the gate is a one-page product overview!
Leveraging Content
With all the time and effort spent to create valuable content, you’ll want to ensure you’re leveraging it to the fullest extent through repurposing the content created or finding new ways to promote your unique content. Make it available on your website, promoted on social media, and via email (you can send announcement emails when new content is published and weave it into email nurture campaigns to educate and guide leads through the buyer's journey).
Pair these traditional inbound marketing tactics with outbound marketing tactics and run paid advertising campaigns to promote your content offers and further fuel lead generation. Consider content your fuel for demand generation campaigns, all driving excitement and awareness (and leads!) for your brand and their offerings
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Since partnering with New Breed, New Home Star, has leaned into creating valuable downloadable content to fuel their inbound marketing strategy and generate leads. Together we’ve built out a resource center and developed several pieces of downloadable content in the form of eBooks, reports, infographics, and case studies. By leveraging the channels noted previously (including paid ads), they’ve been able to use this content to more than double leads generated year-over-year.
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Advantages of Inbound Marketing
While inbound marketing shouldn’t be the only tactic in your demand generation toolkit, it is an important one! There are a few key benefits to implementing an inbound marketing strategy that we wanted to call out.
Brand loyalty: Inbound is all about providing value and solving customer challenges. This positions your company as a thought leader and builds trust with your brand. Over time, this creates a strong brand with a loyal customer base.
Longtail results and ongoing ROI: Creating a strong inbound marketing strategy takes a significant time investment and requires consistency. The good news is that the content you create has the potential to attract new leads and customers long into the future. With outbound marketing, you typically stop seeing results when you stop spending money, but with inbound, a quality piece of content is multipurpose and can deliver results for some time.
Highly measurable: Using tools like HubSpot and Google Analytics, you can track website traffic, engagement, and conversion rates to measure the success of your efforts. This data can help improve your strategy as you discover what content your audience is craving.
Cost-effective: While we generally recommend putting some budget behind promoting your most valuable content, inbound marketing relies on organically driving traffic to your website and distributing content via social media. The ability to drive the right audience to your website and convert those visitors into leads and ultimately customers without a huge budget makes inbound marketing an attractive strategy.
Remember, though, that organic traffic is a long game, which is why some of your higher-value pieces should have a distribution plan alongside of it.
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