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In the previous texts, we dealt with the topic inbound marketing, and today we focus on the difference between inbound and content marketing. 

 

Rthe difference between inbound and content marketing

Content marketing means creating content that will provide the end user or customer with relevant information based on their needs. It is a marketing technique that seeks to attract potential customers, not only with products or services, but also with content. Content types can be blog posts, e-mail marketing, e-books, posts on social networks itd.

As we said before, this kind of content should inform, educate or entertain potential customers. People are consuming twice as much content today as they were in previous years. This means that the content you create should be unique and thus attract the attention of your potential client. 

Inbound marketing is an optimization technique, where elements are inserted into the content that increase conversion, that is, attract and lead potential customers to the final product or service.

 

What is the difference between content marketing and inbound marketing?

Both of these strategies (both inbound and content marketing) prioritize a customer-centric approach. However, there are a few things where they differ. 

Content marketing tries to win a potential customer with the content it offers through blog posts, email newsletters, posts on social networks, while inbound marketing adds elements to the created content that help increase conversions, such as SEO or mandatory CTA (call to action). 

People are tired of intrusive ads, that's why most internet users nowadays try to block online ads or banners. This is why inbound marketing is a good option. He is there to connect with the audience by understanding their problems and providing solutions. With inbound marketing, you can narrow your strategy even further by creating a profile of your ideal person. potential buyer (buyer persona) and create content intended for that person(s). Of course, not everything can be personalized. That's where content marketing comes in, which generally focuses on a wider audience.

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What are the goals of inbound and content marketing?

Inbound marketing includes SEO (that is, content optimization for websites, including social networks), digital advertising, posts on social networks, e-mail marketing, so this strategy requires a site that is first and foremost optimized for mobile devices, a blog, as well as profiles on social networks.

The ultimate goals of inbound marketing are clear: increase traffic, attract potential customers and sell products or services. In inbound marketing, there are two types of conversions, namely macro and micro conversions. Macro conversions can be buying a product or service, creating an account on your site, signing up for an e-mail newsletter, while micro conversions include visiting your site, searching and familiarizing yourself with the content.

On the other hand, the ultimate goal of content marketing can be based on: an engaged audience, which would be measured on social networks by the number of comments, likes, shares, as well as the number of clicks on the site. The goals are to increase the traffic on the site, the growth of the community and cooperation with people, positive ratings and reviews and of course - sales.

Inbound and content marketing differ in many ways. However, they have many common "traits" in terms of customer orientation. Both of these strategies involve content that is unique and created to provide relevant information and value to customers. 

It can be said that the best results are obtained by combining these two marketing strategies. Regardless of whether you choose an inbound or content marketing strategy or perhaps a combination of these two strategies, what is important is that your potential and existing clients are satisfied.

 

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Made by Ana Korolija - Senior Copywriter @Digitizer