Jan 28, 2020


Posted by Growscore

Introduction to Inbound Marketing: The Importance of Content

If you’ve been told you need the content by your agency or web developer, it’s probably because the emphasis that search engines such as Google are putting on having quality content. Content being knowledge, facts, opinion, video, other media is one method that search engines categorise and index your website for certain keywords.

For example, if you are an online store that sells watches, you might have a content strategy around the different brands, their differences, and even provide news about new models. You might even make a series of videos/articles that helps a potential customer decide what watch is right for them. A content strategy in this context is likely to get your website attention from search engines, and thus traffic in on those terms.

The goal is to be helpful and provide a great user experience to those who visit your website. Search engines attempt to determine how useful and engaging your content is, while also indexing it for much longer tail search queries. Other websites may also link to your content, providing you with backlinks, another factor in organic search.

Creating a Content Strategy

A content strategy identifies what type of content would be engaging in your market, and plans to create and publish it over time. Quality content takes time to produce, and it’s far better to have a slow steady publishing schedule than just dumping it all in one go. The goal of a strategy is to make this process easier and make it clear who is responsible for what.

The advantages of a content strategy as stated above are more visitors to your website and likely better positioning of your brand/website to potential customers. If I was buying a watch online, I’d prefer a website that had created guides and had other information about my different choices, rather than just photos and prices.

You can usually work with a marketing or SEO agency to execute a content strategy. At first, it’s most likely going to be repurposing content you already have, and only publishing 2-3 new items per month.

What Your Content Should Provide

Relevancy and quality need to be associated with your content for it to be useful to your customers. If you produce the content, it’s likely that search engines will index it and associate it with a stream of longer tail keywords that will match users with specific questions/queries.

How Inbound Marketing and Search Engine Optimisation Work Together

Inbound marketing and SEO work together by compelling users to engage with your content that you want to promote to your market. In order to understand how SEO and inbound marketing work together, let’s understand what each concept means.


Search Engine Optimisation or SEO refers to the practice of creating content with the goal of a high ranking placement with search engines. This practice is done by populating content with relevant keywords or key phrases with high search volume.

Inbound Marketing

Inbound marketing refers to the process of creating content targeting your prospective market with the goal of attracting traffic using tactics such as social media marketing, email campaigns, blog posts, white papers, and the like.

Now, using the inbound marketing tactics mentioned above, applying SEO methods will help search engines index them making them more searchable for users. Creating marketing personas based on your ideal clients or customers will help you arrive at determining the relevant keywords or key phrases. The principle is to create content which is tailored to the buyer’s journey of your ideal market.

Keyword Usage Do’s and Don’ts


  • Target topics not necessarily keywords
  • Don’t simply copy and paste competitors’ keywords
  • ü  Understand what users are searching for
  • Don’t include irrelevant (negative) keywords
  • Target keywords that have a high traffic volume
  • Don’t saturate your content with the chose key phrase or keyword
  • Target keywords that are more likely to be transactional
  • Don’t set and forget. Periodically evaluate keyword performance.


Creating Compelling Content

Creating content is fairly easy especially if you’re already used to it. The challenge comes in creating content that engages and compels your audience to take action according to your marketing goals.

Create Your Marketing Personas

Creating marketing personas according to your ideal clients or customers help you create content according to their needs, interests, wants and other elements that help determine the factors to decide to purchase and where best to connect to them.

Define Problems Your Audience Face and What Interests Them

Create a list of interests and problems your market has which is relevant to your brand.

Create Content Based on Your Audience Insights

By using the data gathered from the marketing personas, their goals, their problems and their interests, you can start brainstorming content and topics that are highly popular in your niche.

Engage Your Audience

Once you’ve got a firm grasp of understanding your market and what topics and content are highly likely to get their attention, you can now create compelling content. Add value to your content by creating content which is informative, entertaining, useful, relevant to your market.

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