In the first post of this series,we discussed the differences between inbound marketing and outbound marketing. Now, let’s dive into the different forms of inbound marketing. Inbound marketing can be broken down into three categories:
- Content (blogs, white papers, case studies, eBooks, videos, etc.)
- SEO (Search Engine Optimization and Keyword Analysis)
- Social Media (Facebook, Twitter, LinkedIn, etc.)
In order to have a comprehensive and effective inbound marketing campaign, it’s key to include all three forms. Initially, inbound marketing content is created a published through sources such as a blog, white paper, case study or video. Then, through proper use of SEO (search engine optimization) said content is made more accessible, increasing its ranking. Finally, social media mediums (i.e. Facebook, Twitter and LinkedIn) are used to spread the content.
Content – Blogs, White Papers, Case Studies and Videos
Content is the basis of inbound marketing. This method of inbound marketing refers to information or tools that attract potential customers to the business or site.
Some examples of content-publishing sites for inbound marketing purposes include:
- Blogs: Blogger, WordPress, TypePad
- Videos: YouTube, Dailymotion, Metacafe
- White Papers: WhitePaperSource, The Direct Marketing Association
SEO – Search Engine Optimization and Keyword Analysis
Search Engine Optimization (SEO) is the process of improving the visibility of a web site in search engines. SEO considers how search engines work and what people are searching for. In inbound marketing, SEO allows companies to be found more. Search engine optimization is the practice of building up a web site to maximize its ranking in search engines results.
Social Media (Facebook, LinkedIn, Twitter, etc.)
Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
In inbound marketing, social media channels such as Twitter, Facebook, LinkedIn, etc. increase the impact of the content. Some examples of popular social media sites used in inbound marketing include: