Admit it, keeping up to speed on all the changes in marketing and technology (in particular inbound marketing) is difficult at best. Not only do you have to monitor trends in your industry and with your competition, you have to grasp and evaluate new ways to promote and engage your customer base. As this information comes in, you narrow your focus. You make determinations as to what content comes into your sphere of awareness and what is superfluous. You cannot read everything. You have to prioritize and discard items that don’t add ROI.
Guess what? Your customers do exactly the same thing. They tune out what they feel they don’t need and gravitate to what they do.
How do you break through? Using inbound marketing techniques can help you stand out in the crowd. Keep in mind, it is only a tool. The impact of the tool remains only as good as the content you create.
The word to remember as you are building your program and creating content is “Enrich.” Valuable content is the antithesis of clutter. Valuable content improves or adds value to something your reader is thinking or planning. If you consider how you might enrich others with your content, the site will be more magnetic. It will do more than simply score well on search results; it will draw people to you.
Does the content you are creating enrich the lives of site visitors? Consider your answer carefully. Value is in the eye of the beholder and is a moving target. Just as you pay close attention to customer delight as a component of service, consider customer enrichment as a key aspect to your marketing program.
That about sums it up.
What do you think? Give us your thoughts on inbound marketing.
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