I’ve been puzzling over the contents of a couple of blog posts that have been written recently whereby some people representing the “inbound marketing” community have been criticising the benefits offered by “content marketing” and this has resulted in some tit-for-tat replies.
Frankly, I find it all a little bit bewildering as both inbound marketing and content marketing are just differing aspects of an overall marketing strategy and for me, it doesn’t come down to doing only one or the other.
A really smart marketer will understand what will work best for his/her audience and implement a plan that takes this into consideration. This will include taking all of the best bits that traditional marketing, inbound marketing and content marketing offer and creating an integrated offering based on the needs of the client, their desired outcomes and the needs of the audience.
I see it like this; In order to satisfy your business objectives you need to go through the following key stages:
- The marketing audit
- Developing your strategy
- Implementing your plan
- Creating & distributing your content
- Using content to generate demand
- Monitoring & measuring results
- Nurturing & scoring leads
Which if implemented correctly should result in sales success
In addition, a key aspect of traditional marketing, the email follow up, plays a very important part in the lead nurturing process.
So any arguments that state you need to be in a particular marketing camp in order for you to apply your trade is just a piece of nonsense. Marketing is evolving, content marketing, inbound marketing and the web is at the centre of those changes but in order to get found, you need content and you need to generate compelling content in order to get found.
If anyone tells you that the ONLY way you will achieve your business objectives is through one particular marketing discipline, show them the door. An integrated marketing programme will always win the day.
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