Comparisons in the field are common, even some professionals may confuse these ideas somewhat. First, both are starting to get more space from digital marketing. In practice, it is easy to see how content marketing and inbound marketing complement the strategy.
It is noteworthy that a good digital marketing strategy uses a variety of tools and methods to achieve success. In this sense, combining content production with mandatory strategies shows immense potential for success.
If you are still confused about these terms and doubt the difference between content marketing and inbound marketing, then everything will be clear after reading this post. Follow!
Content Marketing x Inbound Marketing
It's okay if you don't already know what the differences are between these two concepts.
First, you must remember what conventional marketing models were like, such as advertising on TV, radio, billboards, print, and other media. These strategies were created for brands to actively follow their customers.
But, the cost of these activities was high, the return of these campaigns was not accurately known and the results were not always effective. In contrast to traditional marketing, there was the advent of introverted marketing, also known as attraction marketing.
What are Content Marketing and Inbound Marketing?
The idea of inbound marketing is to attract your potential customers through digital marketing strategies. Thus, users use search engines, social networks, websites, and other search engines to find a brand. In general, it is the customer that goes behind the company, which is the opposite of what happened in the case of traditional thematic marketing.
Attracting customers to buy from the brand is not shown as the ultimate goal. In fact, the company attracts its potential customers in other ways.
Initially, the brand looks for ways to answer users' questions and gradually shows how its products or services are the ideal solutions to each individual problem. In this sense, one of the major themes used in content production is content marketing.
Thus, inbound marketing is a tool of content marketing whose goal is to attract and convert leads. But, content marketing does not focus on online sales. The goal of the strategy is to build brand position, create brand equity, build customer loyalty, and much more.
Content Marketing can be used by any company, person, or institution. From companies that offer B2B or B2C, e-commerce, digital services, artists, etc. Inbound Marketing, on the other hand, is for brands that want to generate business through internet registrations.
The main difference between content marketing and introverted marketing
First, both concepts work with content creation that is relevant and targeted to personality. But, the purpose is different, and that in itself is already a big difference.
Content marketing contributes to brand position and customer loyalty by using content through email, social networks, and others. In this way, a more lasting relationship of trust is created, which returns the customer to use with a particular brand.
To put an end to your doubts, see what is the difference between content marketing and inbound marketing.
● Used to create direct or indirect delivery to customers;
● It is a strategy that is applied between different goals in digital marketing;
● Helps transform branding, brand positioning, customer retention, and sales;
● Promotes without direct quoting of the brand;
● It uses quality and relevant content to communicate with the audience in a more natural way.
● It is a strategy used to attract potential customers through specific actions to increase sales;
● Uses practical, structural, and detailed plans to attract lead;
● Use a variety of strategies and tools (such as automation platforms) to achieve your goals;
● The goal of this activity is to attract potential customers and convert them into sales.
The ideal world: both strategies together!
Overall, the main difference is about the method. But, it is not a negative thing. This is actually quite interesting because the techniques complement each other and give good results when applied together.
The use of content is essential for the process of getting new customers. Thus, the combination between content marketing and introverted marketing works with more precise strategies.
The two strategies combine the quality of content with introverted conversions through planning, SEO, blog posts, and other strategies and tools. So, it uses content marketing as its strategy to attract inbound users, convert and nurture these leads with content.
Since it is so valuable, it has been used as a major marketing strategy for many brands. In this process, the materials enter by attracting the introvert and lead to victory and, for once, their purchase and loyalty. So the two go together and make the sales funnel more effective.
Through blog content, social networks, email marketing, and other tools, the strategy is able to create opportunities. Content marketing builds an audience, attracts qualified traffic, and can put a lot of leads in your sales funnel.
Purchasing journey is one of the most important processes in introverted marketing. But, the content is often a magnet that attracts potential and allows consumers to see the lead and join the funnel. Thus, the production of content marketing materials is a fundamental step for attractive marketing.
Use on a shopping journey
Of course, the goal of any brand is to increase sales. But, haste is not always welcome, as consumers usually go through several steps before buying - which is a feature of the famous sales funnel.
Once the user is converted and enters the sales funnel, there are various ways to lead with the content of that person’s interest. All this is tracked as a CRM tool so you know exactly how to use content marketing to bring your buying point.
Created materials and content must be used strategically, as they need to be segmented and delivered at the right time. Thus, this integration process between internal and content marketing requires planning, programming, metrics study, and other necessary steps.
From the moment of attraction to the moment of consideration, lead can adopt elements that mature its purchasing decision. Thus, it is interesting that content marketing can cover all levels of the customer’s shopping journey.
From content costs, leads follow until the contract is closed. That’s why we say the best solution is to combine content marketing and inbound marketing. Because the results are more positive for your digital marketing strategy.
The lead scoring tool is a great strategy for loyalty. You can change your score according to the actions of your customers, offer promotions and discounts as your score increases.
Also, verify observations, testimonials, and/or surveys that the contact is satisfied with your content. Create rich content that will increasingly satisfy your customers. Because it is better to recommend to your company than to keep your customer and sell him.
Find contacts who are interested in your business, who look for the products you produce, and choose to accept your deposit. Improve your retention rate, and thus increase both your revenue and your brand reputation. Use well-targeted call-to-action, promote improvements, interact on social media, and create content rules through email marketing automation.
By delighting your customers, you create more sales opportunities. They will share their positive experiences with themselves. So, following the steps of internal marketing can be a good strategy to attract and retain customers, also to increase your revenue.