Inbound marketing helps to earn a customer, a person. It does not trick a lead into giving up their personal information so you may interrupt them five times a day.
Remarkable content is the keystone of successful Inbound Marketing. Remarkable content earns customers.
Without remarkable content, there is no:
- Search Engine Optimization
- Conversion Rate Optimization
- Social media marketing
Remarkable content marketing’s goal is NOT to directly:
- Acquire leads
- Convert customers
- Make sales
Remarkable content marketing's goal is to build:
To trigger these results, for content to be truly remarkable… it must elicit emotion, give inspiration, establish credibility, be highly unique and fun… powerful characteristics that make it hard not to share.
Do not obsess about direct relevance. Be relevant to those who interact with potential customers not just potential customers who may be looking to buy right now.
How do you get good at delivering awesome content?
Do it. Repeatedly. Promise to consistently create something remarkable, something people will love, something they’ll want to share, something you are proud of. Be different, be human.
Get help. Often. From multiple resources and disciplines. Work with creative people who are not constrained by conventional wisdom. Expand your context, expand your world.
The result of an Inbound Marketing strategy that mandates the creation of consistent, remarkable content is people who want to work with you… not a lead looking for information about a property*.
*Not that there is anything wrong with leads looking for property information. Leads are people too. They just communicate using different methods than people who want to work with you, personally, because you know how to deliver remarkable content.
** H/T to Rand Fishkin and his creative works.