The Inbound Marketing Web: How Content Marketing Tools Work Together to Add Value & Attract More Customers

Oh, what a tangled web we weave!

Terrific. Humble. Some pig. If you read those words in a spider’s web, it’d get your attention, right? That was Charlotte’s aim in E.B. White’s childhood classic, Charlotte’s Web. She single (eight?)-handedly spares Wilbur’s life. After careful planning on her part, Charlotte’s silk-spun words caught the attention of Farmer Zuckerman, who came to believe Wilbur was too valuable a pig to send to slaughter.

The Origin Smart Marketing Solutionistas have yet to come across a spider that’s as talented as Charlotte. But we certainly understand the value of a well-designed web. A successful inbound marketing web attracts customers by offering them something of value, which gives you the opportunity to build relationships and convert prospects to customers. Just like the threads of a spider’s web, all of your content marketing tools work together to attract customers.

The Center of Your Marketing Web: Your Website

At the center of your inbound marketing web is your website. Everyone you attract through blogging, email, video, and social media should be directed back to your website. If your website is weak, your inbound marketing web will eventually collapse and become ineffective.

So, if your website no longer reflects who you are and what you do, or if it isn’t mobile responsive, or if it doesn’t have compelling copy and calls to action, it’s time for an update. The Solutionistas can help with that!

Your First Thread: Blogging

Consistent and frequent blogging is the first thread in your inbound marketing web. Your blog lives on your website. It offers high-value information to your customers and prospects and is rarely—if ever—used to sell. A blog is a great place to share your expertise, dig deep into the features and benefits of a particular product or service, show off a case study or recent success, and give a shout-out to a client. It also provides the backbone for the rest of your content marketing efforts.

Your Second Thread: Email

Once you’ve created great content, it’s time to spread the word! You likely already have a list of contacts. Email campaigns are a great way to reach them. Start with a monthly eNewsletter or special promotion featuring your latest blog post. Take email a step further with automated lead magnet campaigns that offer visitors an eBook, exclusive how-to video, or personal consultation. To keep your inbound marketing web strong, always link back to the blog post and your website in the emails you send.

Your Third Thread: Video

Video marketing is a very powerful way to engage customers and prospects. You can host video on your website or use YouTube to publish your videos. A video can be as simple as a slide deck of your favorite projects or a professionally produced explainer video shot on-site at your company. Incorporate your video strategy into your blog (transcripts can make great blog posts with a little editing) and emails. Remember to add calls-to-action within your videos, whether you want viewers to subscribe to your channel or visit your website.

Your Fourth Thread: Social Media

So, you’ve got your website, blog, email, and video all up and running. Social media is the final thread in your inbound marketing web. Share your blog posts, emails, and video with the world from your Facebook page or Twitter account. Ask visitors to review your products and services and give your customers special shout-outs. Social can be fun, informal, and spontaneous. And with a strong foundation built on your blog posts, email campaigns, and videos, it can be a powerful way to attract new customers.

Ready to channel your inner arachnid and get spinning? The Solutionistas are here to help! Let’s chat.

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