– Reduce Cost Of Acquisition And Be Identified As A Category Leader


Advocates are strident about how powerful inbound marketing is, and how brands which have spent years marketing to their target audiences, are all suddenly foolish for investing in brand strategies! While we can safely discount the rhetoric around inbound marketing, the fact remains that as advertising costs go north, it is imperative for brands to invest in methods to earn rather than buy attention. And that is exactly what inbound marketing does. Simply said, Inbound Marketing lets you get found. Think of your portal, or your e-commerce site as a destination to which you get visitors by publishing “advertorial” content, which strictly does not carry your brand messages, but is still about a topic connected to your brand. Usually, such content may be about your category, or educational articles about how consumers need to use your category of products, or white papers, or any other content that your target audience may find useful. This content may either link back directly to your blogs, or your brand or transaction portals. Or the content may simply reference your brand adequately ensuring that interested users search for your portal and land up there.

Types of content that can be used for inbound marketing

  • Blogs
  • Articles on other website
  • Facebook Posts
  • Youtube Videos
  • Press Releases
  • Tweets
  • LinkedIn Groups
  • Cheat Sheets
  • How-Tos
  • Infographics
  • Podcasts
  • Doc / Slide Sharing
  • Social Bookmarks
  • Forums and Groups responses
  • Q&A Sites
  • Newsletters
  • Webinars
  • Ebooks
  • White Papers
  • Case Studies
  • Market Studies
  • Research Reports

Relevant placement and linkback

Creating content is one part of the battle. The other part of the battle is to ensure that your content is consumed. The simplest places to publish your content are those places where your target audience is already congregating. This can be Youtube, Facebook, Twitter, Pinterest, LinkedIn, Industry Forums and other such places where conversations about the category is likely already happening. So, your content then gets thrown in, as another point of view. And those consumers who find your content relevant are then likely to learn about the brand and visit the corporate / brand portals. In some instances, you may want to directly reference your portals, while in other instances, you may want to link to other places which in turn reference your portals. The broad idea is to create a global network of content around keywords that are most relevant for you.

Advertisers becoming publishers

The most rule of inbound marketing is to have a cogent strategy around inbound marketing is likely to help your brand. Once you have a strategy in place, then to truly start getting your target audience to get interested in your brand, you need to have a system to keep publishing the content regularly. That cadence is essential to earn audience attention. Just like consumers, Google and other search engines also reward fresh and unique content by featuring the content higher up in the search results.

Xerago helps large global marketers to continually create and publish content to drive traffic without paying for advertising. Over time, for some brands, Xerago has managed to drive 25 – 30% of the overall traffic from “direct” sources, meaning non-advertising attributable sources. That is a straight 25 – 30% save on your advertising budgets. Also, unlike advertising budgets where visibility is limited by spend, the shelf life of your content will ensure ongoing value accretion.

To know how Xerago can help your brand’s inbound marketing programs, contact us.

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