Inbound Marketing – Sales-Oriented Content Marketing
Posted: Wed Jan 29, 2025 9:41 am
Inbound marketing is one of the marketing buzzwords of the last few years , alongside content marketing . But why is that? Below is a detailed overview of the topic of inbound marketing.
Inbound marketing is a marketing method that is mainly used online and aims to encourage potential customers to find self-published content during the research process and to contact you, usually in the form of a lead or by providing contact details such as an email address.
In the post - lead phase, inbound marketing aims to convert leads into orders as effectively as possible. While the first inbound marketing phases rely on content marketing mechanisms, the middle phase is more about lead acquisition, then order acquisition and, last but not least, selling existing customers further offers or encouraging them to spread the word in the form of recommendations.
Below is an illustrative infographic from Voltier-Digital:
8d659f07
Infographic: Inbound Marketing (Click on the image to enlarge)
If inbound marketing is viewed as the counterpart to outbound belarus phone number data marketing, as in the infographic above , then all types of below-the-line marketing, both online and offline, must be considered inbound marketing. In my opinion, however, the inbound marketing definition from Hubspot, which only takes online tools into account, will tend to prevail. Based on Hubspot's definition, inbound marketing includes the following (online) marketing tools:
content creation
blogging
Public Relations ( PR )
Social media or word-of-mouth marketing
Search engine marketing (SEO or SEA )
landing page optimization or conversion optimization
email marketing
web analytics
Customer relationship management
When defining the term inbound marketing, the English-language Wikipedia provides a very imprecise definition and, in my opinion, incorrect interpretation of inbound marketing.
Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing.
The fact that the term advertising is used here does not correspond to reality in my opinion. Advertising is usually push and not pull. It also creates the impression that inbound marketing is the same as content marketing.
In 2012, Rand Fishkin from MOZ divided marketing into two areas: interruption marketing and inbound marketing (see Goodbye SEOmoz. Hello Moz ). I have recreated his original graphic in German and expanded it a bit:
Inbound marketing is a marketing method that is mainly used online and aims to encourage potential customers to find self-published content during the research process and to contact you, usually in the form of a lead or by providing contact details such as an email address.
In the post - lead phase, inbound marketing aims to convert leads into orders as effectively as possible. While the first inbound marketing phases rely on content marketing mechanisms, the middle phase is more about lead acquisition, then order acquisition and, last but not least, selling existing customers further offers or encouraging them to spread the word in the form of recommendations.
Below is an illustrative infographic from Voltier-Digital:
8d659f07
Infographic: Inbound Marketing (Click on the image to enlarge)
If inbound marketing is viewed as the counterpart to outbound belarus phone number data marketing, as in the infographic above , then all types of below-the-line marketing, both online and offline, must be considered inbound marketing. In my opinion, however, the inbound marketing definition from Hubspot, which only takes online tools into account, will tend to prevail. Based on Hubspot's definition, inbound marketing includes the following (online) marketing tools:
content creation
blogging
Public Relations ( PR )
Social media or word-of-mouth marketing
Search engine marketing (SEO or SEA )
landing page optimization or conversion optimization
email marketing
web analytics
Customer relationship management
When defining the term inbound marketing, the English-language Wikipedia provides a very imprecise definition and, in my opinion, incorrect interpretation of inbound marketing.
Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing.
The fact that the term advertising is used here does not correspond to reality in my opinion. Advertising is usually push and not pull. It also creates the impression that inbound marketing is the same as content marketing.
In 2012, Rand Fishkin from MOZ divided marketing into two areas: interruption marketing and inbound marketing (see Goodbye SEOmoz. Hello Moz ). I have recreated his original graphic in German and expanded it a bit: