Why Content Marketing Matters

Rachel Rodgers

Our recent merger with LadyBugz Interactive has supercharged our internal marketing powers. With our team’s added marketing experience, we’ll be able to build even better, stronger websites for our clients. Inbound marketing — SEO, social media, and content — is a big reason today’s websites look the way they do, and understanding inbound marketing principles can help build a website that’s a lead-generating powerhouse.

We’re big fans of inbound marketing, and following the principles of inbound has boosted traffic, engagement, leads, and sales on our own site. Our white paper downloads and email subscriber lists have been steadily growing. Here’s what we do to make inbound marketing work for us.

Blog Posts

We focus on the latest trends and innovations in our field, how we apply and implement them in our projects, and how our process inspires confidence in current and prospective clients. Writing about these topics helps us establish our expertise, educate our audience and share the principles of good web design with the world.

At the end of every blog post, we have a call to action for readers looking for more. These CTAs make our site “sticky,” helping us convert casual blog readers into subscribers.

Social Media

We share our blog posts on Google+, Twitter, Facebook and LinkedIn on the day of the post. We also regularly review past content and re-post our best work. Reusing content is a key part of content marketing — if it’s good, keep sharing it!

We’ve seen a big improvement in our Twitter stats as a result of writing blog post roundups. These posts pull together the best, most current thinking about one specific topic, like Google Analytics or SEO. When we share roundup posts on Twitter, we tag everyone whose work we cited. We see a lot of retweets and new followers through this practice.

Beyond our own content, we also share blog posts we’ve enjoyed from our peers, partners, and clients. We regularly post content from other sources on social media and cite the authors and organizations.

We also use blogging and social media to create a conversation. When we blogged about our new offices in Hudson, our merger with LadyBugz and our 15-year anniversary, we got all sorts of congratulatory responses from our emails and comments on social media. Without the original content to share and promote via those channels, the engagement would have been very different.

Facebook Post Boosts

We’ve found that spending a modest budget to “boost” posts on Facebook can have big returns. We set a small but consistent Facebook Boost campaign that runs every day. We determine our audience, set a daily price and use the Facebook tracking pixel to measure engagement. We’ve found that this simple tool has had a big impact on growing our Facebook followers and boosting our overall Google rankings and popularity.

Email Newsletters

Email is a good way to reach out and let people know what we’re up to, what we’re blogging about, and what we’re reading ourselves (that’s my favorite part of our newsletter — it lets people know that we’re always actively reading and learning about our industry).

Tips and Tricks

As more organizations see the value in inbound marketing, there’s been a rise in tools that help make it easy. Here are some of my favorite inbound marketing tools:

  • CoSchedule and Hootsuite make my job a lot easier. Both tools help you schedule social media posts from one place. Every week, I carve out time to schedule all of our social media posts in one sitting. Both tools also have algorithms that help determine the best time to post.
  • Blog Post Creation from Impact is a great tool to combat writer’s block. It provides a quick prompt to get your words flowing.
  • Headline Analyzer from CoSchedule grades your headline and give you the real science behind your score. It shares easy ways to make your headline more clickable and shareable.

What inbound marketing tips and best practices have you learned? I’d love to hear from you on Twitter!

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