Lead-Generating Business Marketing: How to Marry Inbound Marketing With Engaging Copy

by Gabe Arnold

Here’s What You’ll Learn in this Guide:

  1. Inbound and Outbound Marketing: Two Peas in the Same Pod
    More alike than they are different, both business marketing techniques will help grow your company. For both to succeed, one thing is key: great copy. Learn why in this section.
  2. Making the Web Work: Enhancing Online Copy
    Billions of websites are live online right now. Learn why creating amazing content for your company’s website can be the key to driving traffic and growing your sales.
  3. Blogging: Business Marketing’s Baby
    Blogging has been a growing part of business marketing plans — but the practice didn’t start that way. Check out the history of blogging and see why it needs to be a part of your future marketing activities.
  4. Compelling Copy is the Key to Good Business Marketing
    In the end, successful business inbound and outbound business marketing boils down to one key ingredient: great copy. See what you can do to make yours stand out.

Writing engaging copy turns heads in business marketing. In fact, internet surfers look for impressive content. Unfortunately, even the most informative and witty material floats aimlessly about the internet when no plan has been put in place.

Strong business marketing strategies get content noticed and draw traffic to your website. Even more so, the methods chosen have the power to increase leads and the potential for developing loyal customers. However, irrelevant, uninformative copy results in disinterested customers, target audience members who quickly leave your site and fruitless, exhausting marketing efforts.

Engaging copy. Inbound marketing. The two go hand-in-hand. Inbound marketing lays out a strategy which draws a consumer’s attention to your business throughout the course of his or her day. Well-written content inspires engagement and brings readers back despite his or her busy life and packed schedule.

Let’s look at it this way: Professional marketers know that to get brands recognized, you need to hang where the people hang. And, these aren’t just any people. These are people who care about your product.

One glimpse at modern living tells us digital spaces are all the rage. Websites, social media platforms, blogs, even email formats have become ideal places for “meeting” and connecting with your target audience, building a relationship and reaping a healthy return on your investment.

It all sounds great, but you might still be wondering about an even more important meeting.

How do you successfully marry great content with inbound marketing methods?

What strategies help you divorce-proof the two for continued rewards?

This guide presents an understanding of inbound and outbound marketing to help you get a grasp on creating great content within this sphere, a deeper understanding of producing strong copy for your website, landing pages and blog — all of which can help inspire you to greater lead generation.

Read on to discover how to keep this powerful relationship working for you.

1.Inbound and Outbound Marketing: Two Peas in the Same Pod

Business marketing takes the form of inbound or outbound methods. Understanding the differences helps target your business-to-business strategies for the greatest effect.

Business Marketing: Understanding Inbound vs. Outbound

Outbound marketing brings tradition and history to your marketing campaigns. Inbound strategies prove to be the new kid on the block. With the rise of internet use, consumer preferences and habits continue to change.

Both business marketing strategies must address these changes to be effective. To stay relevant, outbound methods need to find new ways of reaching consumers across emerging platforms as inbound processes need to adapt and incorporate new and popular platforms with creative and engaging messages.

Outbound Marketing

Traditional outbound marketing focuses on interrupting the consumers’ lives with your message. You seek customers through copy strategically placed in the daily path of buyers. Think radio, TV, print media, direct mailings and more.

With outbound marketing, no opportunity exists for consumers to interact with you. The one-way relationship tends to become two-way only when the product or service is purchased by the consumer.

Unfortunately, this method of marketing is losing its power. Even as early as 2011, the Federal Trade Commission’s “Do Not Call” list boasted 200 million names. Forty-four percent of direct mail was left unopened. And consider the impact of Netflix and DVR options on your ability to avoid commercial advertising.

The year 2017 had 32 percent of marketers believing outbound marketing methods to be a poor use of resources. To punctuate the point, more than half of outbound marketers consider their methods ineffective.

While outbound strategies continue to play a role, traditional uses need to shift to meet the demands of internet users. Consumer control in the buying process, relationship and being viewed as more than a sale are of utmost importance to today’s consumers.

The face of marketing is changing.

Inbound Marketing

When compared to its much louder, in-your-face outbound partner, inbound marketing is more subtle. Content and strategies merge so that consumers find you. There’s no need to surround them from every side, screaming your message.

Websites, landing pages, blogs and social media platforms have become some of the top ways you can get the content your consumers care about in front of the people who may become — or already are — your customers. Jeff Bullas, a global digital marketing influencer, shares The 12 Simple Rules For Successful Content Marketing on his blog at jeffbullas.com. (Visit for some great inspiration.)

Inbound marketing also starts conversations. Consumers interact with you and one another around content material, even your product or services. This two-way communication builds relationships beyond a simple sale and boosts your bottom line.

In the realm of business marketing, inbound strategies continue to gain power. Liking and sharing of content across Twitter, Facebook, Reddit and other social networks grow your reach and visibility virally (without extensive effort on the part of your marketing team members).

Marketers agree. In fact, 68 percent of businesses using inbound strategies believe these methods to be effective. And, three out of four marketers prioritize inbound marketing strategies in their plans. These statistics offer pressing proof of the value of developing inbound campaigns.

Making it even easier is the new technology in the arena of inbound marketing, which helps to solve problems with scheduling, consistency and tracking metrics. Proper use of technology and automation answer the marketer’s cry for help with data and prospecting.

Inbound strategies address the changing face of marketing.

Why You Need Both in Your Business Marketing Plans

In sum, check out a quick review of the differences between inbound and outbound marketing. Inbound marketing strategies are:

  • Attractive, not intrusive
  • Interactive, not one-way communication
  • Reliant on earning interest instead of pushing products or services
  • A way for customers to find you rather than you seeking out consumers
  • More easily and likely to be shared, not static
  • A means for consumers, not the company, to control the buying process
  • More effective, according to the majority of marketers

Finally, inbound marketing proves that valuable content trumps the biggest budgets. This fact makes these strategies affordable for all sizes of business and dollar investments — and more attractive, since outbound marketers with the largest budgets tend to win in that realm.

While outbound marketing traditions offer value all their own, inbound methods speak to the current generation of consumers. In a time when people want to know they are more than a sale to your company, this relational strategy works well.

The Importance of Great Copy to Your Inbound Campaign

Great copy helps, whether you are penning inbound or outbound content. Consider the slogans and jingles which still come to your mind even from your childhood. Great copy is memorable and entertaining.

However, in writing for inbound strategies, content takes on even greater value. While being memorable and entertaining is important, good copy also:

  • Offers value
  • Informs
  • Educates
  • Matters to consumers
  • Connects with readers
  • Gets passed to others
  • Elicits action.

And there’s more.

Great content also boosts your bottom line. How so? Consider how it impacts your visibility, authority, leads, consumer relationships and audience growth.

Boosts Visibility

A magazine ad reaches the readership of that periodical. Television ads speak to those watching certain programming. A billboard targets the traffic passing by that precise stretch of highway. The results are limited, static in a way.

Now, consider the travel of information across the web.

Social media giant Facebook boasts nearly two million active users. Add in other popular sites such as Instagram, Twitter, Snapchat and LinkedIn and the numbers rise to more than one billion users. These figures present an audience size untouchable by most other options.

Furthermore, email and content marketing breed brand familiarity. Consumers are known to pick what they recognize over forgotten or unknown brands. Reminding consumers of your brand through email campaigns and pulling inbound links through content boost your visibility with your audience and search engines.

Builds Authority

Not only do we like familiarity as humans, but reliable sources get our attention as well. Industry authorities and influencers garner our trust and impact our decisions, even if we are unaware of that influence. Building this trust and authority requires proof.

Quality content increases brand integrity with consumers and search engines. Over time, you develop authority and influence in the lives of consumers within your niche. The exponential growth of influencer marketing supports this idea.

Pam Moore, CEO and founder of Marketing Nutz, states, “Social currency = attention + action. A good influencer already has the attention and is driving action with your ideal and target customers online today!” On her website blog, pammarketingnut.com, Pam explains why influencers prove more powerful than micro-influencers with the rise of influencer marketing.

A few content keys help build industry authority through content:

  • Ensure content is honest.
  • Consistently produce quality, reliable copy.
  • Personalize content with stories.
  • Express genuine interest in the consumer.
  • Get known authorities to share and contribute to content.

For more details on these keys, check out the Content Marketing Institute article, How to Use Content to Get Your Audience to Trust You. Or, visit Authority Content to get advice on authority-building strategies from 45 marketing experts.

Generates Leads

Any traffic holds the potential to gain leads. However, quality leads (consumers more likely to convert) increase with inbound marketing. Targeting the audience interested in your product and services becomes easier with social media outlets, email and content marketing.

For instance, hashtags and mentions bring your content into the social world of consumers most interested. Blogs with quality backlinks to your site or landing pages increase quality traffic by showing up on websites where your audience already engages.

Quality leads save time. Spending time and effort on consumers with no need for your product or service wastes your time — and theirs. Great content provides a viable solution with relevant, informative material, which generates quality leads.

Creates Relationships

Feeling like a notch on your sales belt leaves consumers cold. Knowing that you care about their interests and offer solutions to their concerns builds a relationship with them. And relationships lead to conversions.

Connecting with your audience lays at the heart of inbound marketing strategies. Good content that stimulates conversation, shares and furthers reader engagement, boosts the impact of these marketing methods.

These relationships go beyond those leading to conversion. Engaging copy brings readers back to your site or blog. Investing in your current customers through this quality copy builds long-term relationships and loyalty to your brand.

Grows Audiences Organically

Quality content moves consumers down the sales funnel in a quiet, unassuming way. Devoid of pushy sales pitches, inbound marketing strategies naturally draw consumer interest with informative content which meets their needs or answers their questions.

Plus, prospects control the rate at which the buying process proceeds. This means less chance to get scared off. Why? Relationship and familiarity building to this point decrease suspicion, cynicism and skepticism. Contact with sales is made when the consumer is ready.

Even better is that once they’ve made this contact, your loyal customers will become natural promoters. Investing in quality content through inbound marketing strategies grows your audience with little sales effort.

Marrying Great Copy With Inbound Marketing Strategies

Given this understanding of inbound marketing and the role of quality content, the pressure is on to produce great copy. It is true that this powerhouse couple reaps great rewards for your business marketing plan.

But, how do you successfully wed these two concepts?

The Marriage

As technology continues to progress, the tools for successful inbound marketing campaigns paired with consumer-attracting content are at your fingertips. Add or refresh content in the following formats first and foremost:

  • Blogs
  • Landing pages
  • Websites

Then, consider increasing the breadth of your content with:

  • Infographics
  • Videos and tutorials
  • Webinars and podcasts
  • How-to guides
  • E-books, whitepapers and expert guides
  • Research reports
  • Email campaigns
  • Live demos
  • Product trials
  • Case studies
  • Testimonials
  • Surveys

The list goes on. The possibilities are as endless as your creativity and your audience’s interest. But, to make the most of these opportunities, action is required.

If a lack of time or expertise prevents you from writing good content, get professional help or eliminate that platform. While you may believe something is better than nothing, poor content can be detrimental to your efforts.


Problems in the Relationship

As with any marriage, problems arise. No union is perfect. However, this fact does not necessarily mean you should run in the opposite direction. Anticipating and addressing issues before you begin helps ensure you reap the rewards of pairing your inbound marketing with great content.

As you venture into this relationship, be prepared to face:

Necessary preparation. Have you done your research on buyer personas, keywords, blog topics and more? Do you have a proper plan of action based on your business marketing goals? Or do you intend to just jump in? (FYI: Haphazard efforts fail to get the job done.)

Changes to your website. Is your message consistent across platforms and venues, digital and otherwise? Does your site demonstrate interest in and understanding of the consumer? Is the information thorough enough to lead to a decision?

Slow results. Are you expecting instant traffic and exponentially increased conversion rates? Do you possess the patience to wait for content to build rapport with audiences and search engines? (Hint: Fast results go as quickly as they come.)

A significant time commitment. Are you prepared to put in the work needed to get positive results? Can you produce consistent, quality content over the long haul? Who will manage and monitor these efforts well? (Reminder: To reap the joys of any relationship, you must put in the work.)

2. Making the Web Work: Enhancing Online Copy

So you’ve taken the plunge and you’re ready to put in the hard work to make this relationship — between your marketing campaign and your marketing content — work. Where to start? How can you construct a website that will, shall we say, keep your customers faithful?

The goal of any inbound marketing website is to ease and streamline the conversion process. You want consumers to enjoy their time on your site, from the moment visitors first hit your landing page until the time they close that browser window. But you also want it to be effective and leave you with a promising, solid lead.

Having a strong copy on every page of your site–from the landing page to your blog–and leveraging that copy is a fantastic way to keep conversions and engagement up. But saying you need a “strong copy” and knowing how to actually produce and use that copy are two different things. And of course, the design of the pages you put that copy on is important, too. So, where do you start?

Growing Attraction: Using Web Design to Strengthen Content

You can have the strongest, best-written content, but if your website is ugly, it’s unlikely that you’ll have visitors who stick around to read that content. Aesthetics are vital to a successful website. These days, making your website stand out from your competition is crucial — and that’s far easier said than done, considering the fact that more than one billion websites are live on the internet currently.

Not sure where to start? Here are a few things to keep in mind about your website’s design as you consider different options:

  • Your design should showcase your content, not detract from it.
  • Cleaner, simpler pages will help draw attention to content instead of distracting the viewer.
  • Be sure to include a call-to-action (CTA) or some way to contact you on every page of your site.

Ultimately, keep in mind that you are appealing to a group of people. You need to appeal to their logic and their emotions; good content and good web design should be capable of doing both. Fulfill their need for information or a product and satisfy their logic, all while giving them an aesthetically-pleasing website to house that information. Your message will be so much stronger and so much more memorable if the two work hand-in-hand than if you neglect one in favor of the other.

Landing pages, as we’ll look at in the next section, are crucial to a website. A lot of times, they are the first pages that visitors see. But there will be plenty of instances where a visitor will arrive on your site via a link posted to social media or a web search result. They will bypass the landing page entirely. When this happens, if you have not dedicated sufficient time to making sure the rest of your website is full of opportunities for engagement and well-done copy, you can lose a lead.

You have to examine your site as if every page would be the first thing a visitor sees.

What persona will be visiting your site? What do they want to read? What tone should the copy take? What stage in their buyer’s journey are you seeking to satisfy?

A funnel-shaped site is helpful for inbound marketing — you can read more about this style from Dan Slagen here — and copy is a critical part of moving visitors down that funnel from the top (where they enter the site), to the bottom (where they make a purchase or a conversion). Everything about your website’s copy should be aimed at turning visitors into leads or sales, but you always have to be careful not to oversell – you want content to feel personal and positive, not like a monotone sales pitch.

With this in mind, let’s look at some ideas for how to spruce up a crucial page on any website landing page.

Where it All Starts: Landing Pages & Copy

The landing page. This front page to your website can be many things. It can contain an email signup box, focus on “about us” information, be a video introducing your product or simply a full-screen logo with a click through to your site. Whatever style or information you choose to include on this page, make sure that it is something that will capture your visitors and encourage them to move further into your site.

What you want on your landing page will vary depending on your product, services or intent. In fact, did you know that your word choice and the emotional impact it can have varies depending on your industry?

HubSpot did a fascinating study on the impact of word choice on landing pages and drew some conclusions for a few different industries. Check it out here at blog.hubspot.com. It provides some great insight into how your word choice can affect your conversion and engagement rates, and is well worth a read.

In addition to having strong content, here are a few landing page trends. Maybe one of them will catch your eye!


Chat bots

These are helpful little chat windows that pop up on the landing page, offering assistance or information. Often, the bots are able to direct visitors to further information or answer basic customer service questions. Some are tied to the customer service department so that they can connect visitors to a real person, if need be. These are a clever way to encourage engagement with your site!

Long landing pages

Instead of being a page that fits entirely on the screen, these designs require the visitor to scroll in order to view the landing page. One neat way to use this style is to have the landing page “unfold,” or have elements animated so that they appear or change as the page scrolls. Again, an easy way to encourage engagement, and in an eye-catching way!


Creative layouts

These can include having elements on a diagonal or wavy layout, as well as using designs that aren’t constrained to blocks. Anything that differs from the normal horizontal and vertical or the same basic style can be very appealing and entice visitors to enter your site.


Animation and videos

Videos and animations can be featured in lieu of a background image, or they may be integrated to autoplay when a visitor arrives. These are a great way to present information in a new way. And, just like written web content, a web video requires well-written and engaging copy!


Sealing the Deal: Raising Engagement via Web Copy

Ultimately, you want to craft content that will encourage engagement. This can be done via a variety of methods. We’ll look at a few, but first, some basics to keep in mind:

  • Copy and content are written for people. Never forget that you are looking to provide services and information for human beings — not robots. This will color how you look at the content you create.
  • CTAs should encourage the viewer to take immediate action and should make that action easy, whether you’re linking to the “contact us” page or by providing whatever information they need for the next step.
  • Content is more effective when it’s personal. Use second-person pronouns and address the reader directly.

That being said, what are some clever ways to use your content to inspire visitors to engage with your site? Here are a few.

Smart Content

If you spend much time online (and who doesn’t, honestly?) you’ve probably noticed smart content. You may not have known it, but you have been the target of smart content on many occasions.

Have you seen how your Amazon homepage changes to offer you suggested items after you’ve viewed something? Or how the ads on the sidebar of your Facebook newsfeed seem eerily accurate? These are the result of smart content — part of the movement of the online experience toward personalization.

Integrating smart content into your website not only provides your visitors with the information they are seeking, but it prevents them from being pestered by the same offers, requests and data, over and over. It can also help tailor the content they’re shown if you have a site that appeals to a wider set of demographics.

Premium Content

The offer of a free e-book with an email signup or any other “members-only” aspect to your site can prove irresistible for many visitors. If used carefully and cleverly, premium content can generate sales, email signups and more for your company, while also providing your visitors with something valuable.

The type of content can be anything from an article or infographic to a podcast episode or a video tutorial. Anything that you think your buyers would find helpful — and is not too costly for you to produce — can be used for premium content.

Social Media and Comments

One of the easiest ways to encourage engagement is through social media posting and comment sections on your blog. These not only promote the initial engagement, but they allow you to interact and follow up with your visitors. Be sure to leverage these opportunities to your benefit.

In your posts, ask questions, issue CTAs and nudge visitors to share their experiences. Be prepared to reply, even if it’s just with a “thank you for sharing” or “we hope to serve you better in the future.” This will further serve to show your visitors that you care about them individually and want to provide them with the best personalized service possible — a huge win in the world of inbound marketing!

Inbound marketing and great content go together like a match made in heaven. There are some important things to remember, though. Be sure that your visitors enjoy and use what you are providing. In order to succeed at inbound business marketing, be prepared for some trial and error to see what content best accomplishes your goals and satisfies your customers.

Be sure that in addition to great content, you offer them an attractive and easy-to-use website. There may be some ups and downs, and you may not think that it will all come together. But, with some work (as with all solid relationships), the reward and the sweet victory of success will be worth it!

Happy visitors become happy customers, and then you’re on the path for a new relationship – the one between a business and its consumers!

3. Blogging: Business Marketing’s Baby

As you work to meld your inbound marketing and copywriting efforts, you’ll eventually find that some areas are natural outlets birthed from the need to reach your customers — and the firstborn child is usually blogging.

The practice, once viewed as a way for stay-at-home parents and collegians to share their thoughts on just about everything, has become a staple for most companies as they try to meet the needs of their customers while sharing their products and services with the world.

The Birth of Blogging

Little baby blog, short for weblog, had a long and interesting path to conception. The widely accepted beginning of blogging was with collegian Justin Hall, who launched links.net from his college dorm in 1994.

On his site, he began keeping a log of things that happened on the World Wide Web, primarily writing about HTML design and his favorite links and clips from bands he appreciated. While his primitive site wasn’t anywhere as fancy as what today’s blog-followers see, Hall’s efforts provided a solid foundation and the first steps for an ever-growing field.

Since then, the practice has grown in leaps and bounds. Six years later, Adam Kontras uploaded a video with his written blog — and blogging’s little sibling, vlogging, was born. At this point, though, blogs and vlogs were still personal hobbies (YouTube didn’t come along until 2005, when it was launched as a dating site).

People were researching and writing about their favorite topics. Since there were so few blogs, those who took the time to write became leaders in their field (New York Times Magazine called Hall the “founding father of personal bloggers.”)

Shortly after, though, came a major shift in blogging’s development. Individuals and businesses learned how to monetize blogs. People began making money with their writing through advertising, sponsorships and, now, a whole plethora of other options that allow someone to share what they know best with the world — and earn money doing so.

Heather Armstrong, the first person to be fired from her job because of the content she published on her weblog, has now turned that blog, dooce.com, into a widely followed website that, for about ten years, she says, was her primary job. It’s easy to look at the history of blogging from the reader’s point of view; it’s more interesting to hear what those early bloggers said.

“Mommy blogging turned into Influencer Marketing, and making a living as a professional blogger morphed into a shape that I did not recognize or sign up for,” Armstrong said, noting that the shift happened around 2012. “Manufacturing experiences for a brand and involving my children in those manufactured stories and photos stole a part of my soul that I have spent the last two years trying to get back.”

That rough period helped push Armstrong into becoming a consultant and speaker, but she says none of that would have happened without the faithful followers and growing audience of people who read, commented on and were impacted by her life and stories. They are, in her words, “a diverse group of people so generous that I credit them with saving my life during my postpartum depression and many times since…A hobby turned into career turned into community.”

Thanks to open-source platforms like WordPress, people found that blogging became even easier, since they now had the tools that would let them take up blogging on extremely easy-to-use platforms. The same held true for businesses. WordPress went from a strict blogging site to a brand that runs the majority of the world’s websites, including those of some of the most powerful companies.

Even with the technological innovation and advances, the effects Armstrong found are true for every blog. And it does not matter if you write for a small audience who follows the lives of your family members or you write for a brand with a massive audience. Everyone wants to feel like they are a part of your community.

When you do blogging right, people develop friendships and a sense of belonging that makes them want to come back to your website, over and over again. What makes that happen? Relatable, relevant content.

Feeding Your Blog: Developing Quality Content

Content has always been a part of blogging — quality content has not. It wasn’t until Google rolled out the Panda update in 2011 that the search engine placed a high priority on content that benefits individuals.

Then, Google determined whether or not your content was adequate by looking at the number of times someone else linked to your website. These inbound links added relevancy and authority, since they showed that your content was valuable enough for someone else to choose reading.

Even though Google has released hundreds, if not thousands, of updates since then (on average, three minor updates are made daily, with major updates happening at least once a year), the priority is still solidly placed on content that addresses a reader’s pain point. The higher website rankings are typically awarded to the websites that do the best job of demonstrating authority, leadership and relevance to the keywords the user is searching.

Now, we’re not saying ignore the other two pedestals involved in building a strong SEO strategy:

Off-page SEO: Where you read the content

The best piece of content in the world won’t have any impact if no one ever reads it. Look at your off-page SEO to make sure the quality content you’re writing gets to the people who need to see it. The key? Growing in authority and confidence both in the eyes of your audience and Google.

SEO expert Neil Patel points out in his highly detailed read, “The Ultimate Guide to Off-Page SEO,” that Google looks at more than just the content.

“To a large extent, the things that matter to Google often happen away from your web site,” he writes.

Check out his list and see what you can start to incorporate. As you do, you’re more likely to see readers sharing your content. Other experts are more likely to link to your content. And Google is more likely to see these activities and realize that you are a content creator who can be trusted to meet the needs of users searching those specific keywords. All of the off-page SEO activities that make up your business marketing plan are valuable, since they are the steps that will make sure your content gets seen.

Technical SEO: Behind-the-content-scenes

Technical SEO involves the structure and architecture of your website. It goes into page loading speed, optimizing your images, page headers, site maps and mobile adaptability, among a variety of other factors. While these may require a bit of extra ability and technical skill, they are easy to learn and can significantly impact your SEO rankings.

Both off-page and technical SEO are important for a successful blog — but on-page SEO still reigns supreme when it comes to building the community Armstrong talked about.

The words you use should reach the members of your target audience. In business, yes, you ultimately want to see these audience members become faithful customers — but that shouldn’t be the goal of each piece.

Your inbound business marketing goal for each piece of content you produce is to add value to your target audience members’ lives, bringing them to a closer relationship with you, your brand and other blog readers. The perfect piece will strive to educate, entertain and inform. You captivate and engage. You relate to your target audience members in their own lives and provide content that doesn’t intrude, but instead, attracts.

For example, keywords are important as they provide a framework that gets the reader to your content, but they shouldn’t be the only component of your writing. Write for people first. A great user experience comes when the users seek you out because the content you’re producing enriches their lives.

Also, include outstanding visuals in your content. Infographics, photos and images that give your reader a better picture of your products and services while enhancing your content are a valuable part of creating a solid on-page SEO plan that factors in everything you put on your page. This includes the way you incorporate your keywords, the way you structure your content, the subheads and descriptions you use, and the readability and shareability.

Growing Up: Goals for Your Blog

If you were to ask your blog what it wants to be when it grows up, what would it say?

  • A record of all of the ups and downs of your company’s life, services and products?
  • A powerful tool that people regularly cite as a resource, guide and teacher as they learn more about an industry or area of interest?
  • A place where readers can come to learn and grow, personally and professionally?

Just like we, as humans, change our minds and perspectives as we uncover new information, our blogs do the same. The mission may change, but a mission always exists.

Armstrong started off as a mommy blogger — a term that in 2015, she called dismissive.

“I’ve embraced it because what we did — a lot of women who were in the first guard of bloggers — was created a community in which to feel safe,” she told Cosmopolitan. “We helped raise each other’s kids, we comforted each other, and we gave voice to women who are so easily dismissed as ‘just a stay-at-home mom.’ We supported each other and stood up to say our stories were important.”

So is yours. Your story and your brand’s story are the keys to a successful inbound business marketing strategy. Telling people who you are and how you came to be is vital to creating an environment and community where people feel like they are valued and important. Armstrong stood out because she writes with “an unmistakable honesty that resonates with real people in the real world. You know, the one OUTSIDE the Internet.”

Really, that’s what the goal of good copy boils down to. Crafting creative content that resonates with the people reading your blog. Following all of the web design tips out there and implementing each and every SEO technique you read might help — but you know your audience better than any machine or bot, and you know that the people on the other side of the screen are looking for a connection with your brand each time they click over to your site.

Tell the World: Top Tips to Promote Your Blog

Ideally, your blog will market itself. You’ll have a long list of subscribers who get updates each time you publish a post. You’ll be using an automation platform that makes coordinating all of your business marketing efforts even easier, and you’ll have people who regularly share your pieces with their community.

Until that happens, though, try these tips to draw attention to your work:

  • Research the top keywords — especially long-tail keywords — to make sure that your content will be seen by the people who want to see more on that subject.
  • Research your topic and include authorities and studies, as needed, to increase your validity and take the first step toward the most important part of promoting your blog.
  • Build relationships. Form relationships with your readers as well as partners, leaders and other bloggers who will share your work and invite you to guest post. Successful blogging, website design and inbound marketing all boil down to one thing: engaging relationship with other people.

4. Compelling Copy is the Key to Good Business Marketing

Moving consumers down the sales funnel takes them from awareness through consideration and onto decision. Inbound marketing moves past the point of closing the sale to inspire loyal customers to become promoters. Great copy plays an integral role all along the funnel.

These touch points offer the perfect opportunity for addressing consumer needs and providing solutions. As a result, you’re more likely to see greater brand visibility, authority and relationship building, lead generation and organic audience growth.

Remember to start with the foundational content locations such as your website, landing pages and blog. Then, venture into social media, infographics, videos and more. Creative, innovative content gets you noticed by search engines and consumers.

Quality content paired with attractive design enhances reader experience. In fact, it proves to be crucial to holding audience interest. Without attention to this detail, your content does not stand a chance of being read. Who has the fortitude to wade through ugly pages when the competitor gives readers cutting-edge design with great content?

Pairing informative content with eye-pleasing aesthetics sets you up for success and developing a funnel-shaped site helps move consumers toward a sale organically. But you must be intentional on every page of your site, from landing pages to blogs.

While you should begin with landing pages, the birth of a blog is likely not far behind. This marketing staple provides a platform for meeting consumer needs while bringing brand and product awareness.

Keeping inbound marketing and quality content happily married, benefits your business marketing goals in numerous ways. Persevere through the storms. Get help where needed. You’ll reap the rewards.

Keep reaping the rewards of this guide by downloading a free PDF here. You can easily reference the parts you want to implement to see your business grow.

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