A Review of Inbound Marketing – Chapter 4:
Continuing our series of reports on Inbound Marketing by Brian Halligan and Dharmesh Shah, I present…
Well, I declare that comment-worthy content!
A great brand and a great marketing strategy begin with great content. Inbound marketing simply doesn’t work if your buyers don’t care about what you have to say. You need to make “remarkable” content that is useful for your buyers. Inbound Marketing defines remarkable content as “content that attracts links from other websites pointing to your site. In other words, you want your content to prompt other users to “remark” about your products and services.” Remarking doesn’t happen exclusively in the comments section below your blog post or video, other actions that qualify as remarking are linking, cross-linking and sharing on social media sites.
If a reader is prompted to remark on your content, then that an indication that it is valuable and worthy of the time it takes to read, share, link or comment.
Remarkable content will help you gain relevance and authority in your industry. Relevance and authority builds your brand, which in turn increases the number of people that care about the content you post. Remarkable content makes you the Pied Piper of your industry. People will follow your beautiful, creative messaging. These followers will sell your brand and brand message better than the best outbound marketing campaign ever could.
According to a Hubspot study, the close rate for leads that come to you through inbound marketing is 14.6%. Outbound marketing leads have a miserable 1.7% close rate.
If you want to learn more about how inbound marketing can dramatically increase your brand’s reach and engage your customers, give Intelligent Demand a shout. We’d love to talk with you.
To see all of the other chapters we’ve reviewed, be sure to visit our Demand Generation blog category.