Developing A Content Strategy For Inbound Marketing In 7 Steps

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Imagine you're at a bustling trade show, surrounded by potential clients and partners, but without a clear strategy to engage them effectively. This is the world of B2B content marketing without a solid content strategy. You wouldn't wing it in person, so why would you online? That's where a well-crafted content strategy for inbound marketing guides prospects seamlessly through the B2B content marketing funnel. Whether you're new to this or looking to refine your approach, this article will show you how to create a strategy that draws people in, keeps them engaged, and builds lasting relationships.

Consider useful tools like Feather's Notion to blog to make this journey easier. These can help you organize and execute your content plans efficiently, freeing up time to focus on what really matters: connecting with your audience.

What is Inbound Marketing?

Inbound marketing is a strategy that creates valuable content to attract and retain customers. It emphasizes understanding and addressing the needs of your audience. By providing solutions and information, you build long-term relationships. Inbound marketing isn't just about selling; it's about connecting with potential buyers by offering the content they need at every stage of their journey.

Inbound vs. Outbound Marketing: A Shift in Approach

Inbound and outbound marketing have different focuses.

Outbound is more about pushing messages out, like ads and cold calls.

Inbound, on the other hand, is about pulling people in. It involves creating engaging content that speaks directly to what your customers need.

This content can take many forms, from blogs to social media posts. You foster trust and engagement by meeting customers where they are in their buying journey.

The Role of Content Strategy in Inbound Marketing

Content strategy is the backbone of inbound marketing. It involves planning and creating content that aligns with your audience's interests and needs. By understanding your customers' pain points, you can create content that addresses those issues and offers solutions. This might include:

Educational blog posts

How-to videos

Informative infographics

The goal is to provide value and establish your brand as a trusted resource.

Integrating Inbound Marketing with Other Strategies

Inbound marketing works best when integrated with other strategies. These can all benefit from inbound principles:

Content marketing

Email marketing

Social media marketing

Digital marketing

Creating content that resonates with your audience can improve your campaigns and drive better results. This means focusing less on sales and more on building relationships. You can guide customers through the buying process and increase conversions by providing valuable information.

Meeting Customers' Needs with Inbound Marketing

Inbound marketing is all about understanding and addressing your customers' needs. Creating content that resonates with them can build trust and foster long-term relationships. This means focusing less on sales and more on providing value. The goal is to offer solutions that solve your customers' problems and help them make informed decisions, whether it's through:

Blog posts

Social media

Other channels

What are the Benefits of Inbound Marketing?

The benefits of inbound marketing hinge on the quality content you can provide your customers. Any information that educates readers about your brand, products, messaging, or related topics can be included in your inbound marketing strategy, whether:

It’s product descriptions

Advertising campaigns

Supplemental content on your website

Metrics That Matter: Measuring Inbound Success

While it can be tricky to pin down specific metrics, think strategically. Consider the number of return customers you have. Repeat visitors or purchases are indicators of successful inbound marketing. Customer surveys or interviews can also provide valuable feedback on how your brand is perceived. By giving your brand a voice, you can build trust and credibility with customers.

Boost Your SEO: How Inbound Marketing Helps

Content created for your inbound marketing strategy can also improve your brand’s search engine optimization. By considering the needs of potential customers searching online for certain products, you can ensure there’s relevant SEO information on your:

Product pages

Social media

Website

Recap: Key Benefits of Inbound Marketing

The benefits of inbound marketing include:

Driving repeat visitors or purchases

Defining your brand voice

Building brand trust

Improving your SEO

Run your blog and newsletter with Feather today — create a new account and send emails from Notion or go from notion to blog in minutes!

Content Creation in Digital Marketing

Digital Marketing Content Management

SEO Content Marketing

Why Is Content Marketing Important

Content Marketing in B2B

Content Marketing for SaaS

Content Marketing Inbound

Optimized Content Marketing

SEO Content Marketing Strategy

Choosing the Right Content Types for a Content Strategy for Inbound Marketing

1. Videos

Video is quickly becoming one of our favorite types of content to create. Particularly video for sales. Video is great because you can use it throughout your inbound marketing and sales. These can be a handy tool for creating more personalized content as it puts your face in front of prospects and customers, whether:

You want to create product demos

Explainer videos

Posting videos on social media

Maximizing ROI with Video Marketing: How Video Content Drives Lead Generation and Increases Customer Engagement

Another reason I recommend videos is that they work. In fact, 54% of Internet users say they wish businesses would create more videos. Since you create content to meet business goals, it’s vital that you can get an ROI.

But consider this:

88% of video content marketers say they’re satisfied with their ROI.

Marketing research has shown a well-produced video can generate about 66% more qualified leads than outbound marketing alone.

2. Blogs

According to the Content Marketing Institute, 80% of people say they read blog posts regularly, while 57% of marketers say that regular blogging helps them generate more leads. Blogs are a key part of the inbound marketing toolkit. They have reportedly taken a back seat in recent times as everyone rushes to try new types of content, but the reality is that well-written, informative, and entertaining articles are as popular and effective as they’ve ever been.

Like all your content, make sure you’re producing blogs and articles focusing on solving problems and offering information rather than just trying to sell. Blogs that answer questions will drive more traffic to your site and turn your business into a go-to resource for prospects and customers.

3. Pillar Pages & Topic Clusters

Pillar pages and topic clusters have become central to content strategies in the last couple of years.

A pillar page forms the basis of a “topic cluster strategy.” It is a page that covers every aspect of a particular topic. They’re not as deep-diving or in-depth on a topic as a typical blog or eBook might be, but they answer questions at a high level and open up the possibility of creating another article that expands on the answer on the pillar page.

Building Topic Clusters: How Interlinking Boosts SEO and Establishes Your Website as an Authority

With a series of “topic cluster articles”, which are longer form and go deeper into a subject than the pillar page, and having all of these individual articles linking back to the main pillar page, and vice-versa, you draw Google’s attention to the fact that your main pillar page is an authoritative source of information and it will rank higher. This, in turn, brings:

More organic search traffic

Leads

Potential customers to your site

4. Guides or ebooks

Downloadable content can be a valuable asset for your prospects. We create guides on inbound marketing, video for sales, and web design for you. If you’re writing for your customers, guides on problems and solutions you provide to their problems are really valuable to them.

They don’t have to be salesy, although a detailed product guide can be helpful if they’re in the decision-making stage, but as long as you provide value and make it worth someone handing over their contact details then a guide or eBook can be a great piece of inbound marketing content. Just be sure to ask yourself that one key question:

Is this guide valuable to someone else, or are we just creating it to get lead information?

If it’s the latter, don’t do it.

Don’t make the mistake with social media of thinking that you’re using it because everyone is interested in what you have to say. They’re not. No one likes the person who turns up to a party and spends the whole time talking about themselves, and no one follows on social media who does the same thing.

Sure, you should use your social media to promote your content that has value to other people, but the key value in these platforms is that you can have one-to-one conversations with people. You’ll see the value of social media for inbound marketing, when you have conversations with people and engage your customers:

Prospects

Partners

Teammates

6. Press Releases

If you follow the world of media and PR, you might have heard that the humble press release has had its day. This isn’t true. The main reason people think this is that most of the press releases that go out today aren’t news; they’re adverts trying badly to come across as news.

If you actually have news to share with a journalist, a press release is a great way of getting your story in front of them in a format they can put on a news page immediately.

7. Infographics

Don’t just rely on words to tell your stories. Visual content can be just as good and, in some cases, better for getting complex information across easily.

Whether you’re repurposing existing content into a more visual format or just creating something more visually appealing for social media, don’t discount the value a good graphic can have for your inbound marketing.

8. Newsletters

Yes, whenever we hear the word newsletter we instantly think of the terrible ones we have received over the years. But that doesn’t mean you can’t make a good one. If you focus on your audience's wants, you’ll have a newsletter full of exciting and engaging content that people will want to read.

Newsletters can be a great way of nurturing leads and reminding them you’re still there without being overly salesy. They can also be a great customer success tool. They can be used to show your clients you’re still engaged and interested in them, even after you’ve won them, and provide them with new ideas and potential upsells for your company.

9. Research and Thought Leadership Reports

These are great for creating exclusive content for your company. You can share unique stats and industry insights and create a platform from which to comment and provide thought leadership-style commentary on your industry.

The aim of this type of content is to provide something truly one-of-a-kind so that your prospects can get the same value nowhere else.

10. Podcasts and Webinars

While content should be educational, people aren’t just looking for information. They want to be entertained, engaged, and get a break from their work. Podcasts and webinars can be perfect for providing just that. If you have something interesting to talk about and can get some exciting guests to join, then you’re on to a winner.

They’re only effective when done right. Don’t use them as an excuse to push your products or to chat with your mates. Provide real value in an exciting way, and you’ll really get people inspired.

11. Direct Mailers

You might be surprised to hear it, but physical direct mail content that you post to people can be used in inbound marketing. For some, because we’ve all gotten used to digital content, receiving something in the post has some novelty to it, so it can be effective in making you stand out from the rest of the crowd.

Ideally, you want to have something in place to measure the success of this activity, but informational direct mail designed in an appealing way can be just as effective as your email marketing activity.

12. Expert Interviews

We don’t know why so many people don’t feature the opinions of other people on their websites. Maybe they’re concerned about having someone other than them feature on their site or having someone else’s opinions spread via their social channels.

But interviewing industry experts and publishing interview-style content can be really useful. It can set you apart from the competition and establish you as an independent, reliable source of useful information that people will keep coming back to.

How Content Marketing Drives Sales

B2B Content Marketing Metrics

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End-to-End Content Marketing

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How Do You Integrate SEO Into Your Content

Types of Content Marketing

How To Measure Content Marketing Success

Optimized Content Marketing

B2B Content Marketing Types

Developing A Content Strategy For Inbound Marketing In 7 Steps

1. Define Your Content Strategy Goals.

With clearly defined desired outcomes and success measures, you can design a strategy that moves you closer to your business goals. Think about what you'd like to achieve with your content. (At this stage, focus specifically on the "what"—we'll get to the "how" in later steps.)

It may help to structure your goals with SMART methodology. SMART goals are:

Specific

Measurable

Achievable

Relevant

Time-bound

Below are some examples to draw from:

Generate 50 percent more qualified leads in 90 days.

Double the number of social media followers in 60 days.

Get 100 new email subscribers in 30 days.

2. Research Your Target Audience.

Who are the potential customers you'd like to introduce to your business? This group of people makes up your target audience, and they likely have shared characteristics worth keeping in mind as you develop your content.

It may help create a buyer persona, a fictional representation of your target customer that you use to guide your content creation process. Developing personas can make reflecting on target customers’ needs easier and how your content can meet them.

Developing Buyer Personas: Understanding Audience Preferences for Effective Content Strategy

Some questions to ask as you develop your buyer persona include:

What are their demographics and psychographics?

What are their interests, values, and needs?

How does your business fit into their lives?

As you prepare your content strategy, it can also help to research how your target audience:

Receives

Consumes

Engages with content

As well as their preferred communication styles

3. Conduct a Content Audit.

Before you plan to create new content, it's worth revisiting the content you already have. Consider:

What types of content you've published

How well your content has performed

Whether your existing content has historically contributed to your company goals.

Consider the opposite: Whether your content has underperformed or moved you away from your goals.

Assessing your current content library can help you gather hints about the types of content that your target audience might like or dislike in the future. You can then use this knowledge to guide future content plans.

4. Choose Your Content Strategy Deliverables.

Think about the types of content that:

You can reasonably create

Your target audience is likely to react positively to

Can help you reach your content goals

You may also consider different types of content for different stages of the customer journey. Some common types of content to consider include:

Blog posts

Social media posts

Videos

Podcasts

Email newsletters

Case studies

White papers

Templates

E-books

Once you choose the types of content that make the most sense for your needs, consider the steps you'll need to take to optimize them for the platform you plan to focus on. For example, if you publish blog posts on your company website, use search engine optimization (SEO) techniques and tools, which can help surface your content on search engines like Google for relevant search terms.

Suppose you plan to incorporate social media content creation into your content strategy. Consider the hashtags your target audience may follow or the viral moments they're responding to.

Knowing how you'll optimize your content types for your chosen platforms is one way to think strategically about your content.

5. Create Your Content Development Plan.

At this point, you have a solid foundation to start strategically planning your content. Reflect on your work so far to determine the content topics you'd like to address across your various content types.

Here, consider topics at the intersection of your unique expertise and your target audiences:

Interests

Values

Needs

You may also brainstorm ways to further conversations around content areas that have historically performed well for you or that perform well for your direct business competitors.

Streamlining Content Repurposing: Cross-Platform Strategies and Calendar Management

Leveraging your content across different platforms is another way to approach your content strategically. Audiences may have different communication expectations across different platforms. Think about how you can repurpose content about the same topic across your chosen platforms. Some people find it helpful to organize their content plan with a content calendar or an editorial calendar.

6. Develop a Process for Content Creation.

With your plan in place, you’ll have more clarity about what you'll need to do to begin generating your content. Consider the people you'll need on your content team to meet your goals and execute your plan, whether that's content strategists tasked with:

Audience research and ideation

Content creators willing to appear on camera

Writers who can serve as subject matter experts

Optimizing Content Creation Workflow: Tools and Processes for Consistent Publishing

Consider the tools you might need as you develop and publish your content. Tools may include:

A content management system (CMS)

Social listening tools

Editing software

Since you'll need to generate content regularly, a streamlined creation process can make it easier over time to generate new ideas and build continuous content that serves your audience and expands your goals.

7. Measure the Success of Your Content.

Once your content is published and your audience begins engaging with it, you’ll need to have a plan for measuring its performance. Many websites, social media platforms, and email systems report metrics like the number of views or clicks a piece of content gets and the number of people subscribing or following it over time.

Determine the metrics most relevant to your content goals, then decide on the best way to track those metrics over time. Once you begin to see how your content is performing, you will have a basis for adjusting individual pieces or content or the strategy.

Social media isn’t just for memes and scrolling. It’s a powerhouse for promoting your content to the right audience. Organic reach can be slow, but targeted campaigns on platforms like X and TikTok get your message in front of those more likely to convert. Building a community is another perk. Create and engage with Facebook groups or use Instagram’s visual appeal to connect.

And don’t overlook influencer marketing. It’s a $16 billion industry for a reason. Platforms like Instagram and TikTok help influencers promote your products in an authentic and engaging way. Social media is also a go-to for customer service. Respond to inquiries and complaints to build relationships.

Use analytics to track performance. Adjust campaigns by:

Changing images

Formats

Messaging

Email: The Underrated Powerhouse of Inbound Marketing

Email remains one of the most effective channels for inbound marketing. With nearly 4.6 billion users projected by 2025, its reach is undeniable. Plus, the ROI speaks for itself—$36 for every $1 spent. Start with a welcome or onboarding email. This is your chance to make an excellent first impression and set expectations.

Engaging Customers with Personalized Recovery and Trend-Based Email Strategies

Cart abandonment emails can bring back potential customers who left items in their cart. Add urgency with phrases like “it’s about to expire.” Discounts or special offers can re-engage inactive contacts. Use seasonal themes to make your offers more appealing. Establish yourself as an industry leader with trend-focused emails. Share links to blogs or downloadable assets to engage and capture more info on prospects.

If you don’t have a social media strategy, it’s time to create one. Use social media to drive brand awareness and ROI. Experiment with different formats and messaging to see what resonates with your audience. Make adjustments as needed. Engaging with your audience meaningfully will help you build trust and loyalty.

Email Types: Know Your Audience

Different types of emails work best for different stages of the customer journey. Welcome emails are great for new subscribers. They set the tone for what’s to come and help build a relationship.

Cart abandonment emails remind customers of what they left behind and encourage them to complete their purchase. Discounts and special offers can re-engage inactive contacts. And trend-focused emails position you as an industry leader.

When using social media for inbound marketing, focus on engagement and conversion. Use targeted campaigns to reach the right audience. Build a community by creating and engaging with groups.

Use influencers to promote your products authentically. Respond to inquiries and complaints to build relationships. Track performance and make adjustments as needed.

Go From Notion to Blog With Ease Today with Feather

Feather is like having an extra set of hands that know exactly what you need. Effortlessly create and manage blog content straight from Notion and publish it to your Feather blog without breaking a sweat. You don’t need any coding or design skills, which means more time to focus on what truly matters—your content.

The best part? It’s all SEO-friendly. You get a significant SEO boost by setting up a subfolder blog (domain.com/blog instead of blog.domain.com). This structure helps your content get noticed by search engines and your target audience.

Streamlining Workflows with Notion

Feather isn’t just about publishing. It’s about making the whole process easier for you and your team. With Feather, your CRM, website, and blog management are all in one place—Notion. This means collaboration becomes second nature.

Everyone can work together seamlessly during the publishing process, ensuring your content strategy is on point. If you want to tweak designs, you can use custom CSS to match your brand’s identity.

Elevating Your Email Marketing Game

Feather doesn’t stop at just blogs. It also lets you send newsletters directly from Notion. This means you can manage your entire content marketing strategy without leaving the platform.

You can do it all from one place:

Collect emails

Segment your audience

Send out newsletters

This streamlined approach lets you focus on creating content that resonates with your audience, rather than getting bogged down with technical details.