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Web Content: The Inbound Approach

Written by Nick Simard on 05.08.19

The content you include on your website is your bread and butter, the reason people visit your page and engage online with your company. But your website doesn’t need to be stuffed with information to be successful. When it comes to your site, keeping inbound marketing in mind can increase the quality of your content, the usability of each page, and the efficiency of your visitors’ engagement. Good content will guide the user through your site and provide them with solutions.

Inbound Content

Your website needs to have one overriding goal: to provide your target audience with the information they need. An efficient and valuable experience with your site is an essential step to create or retain a customer.


Everything that is created for use on your site should be viewed through the lens of inbound marketing. An inbound strategy will increase the quality of content, the usability of each page and the efficiency of your visitors’ engagement.


The goal for your site should be to establish who you are and give visitors clear paths to other pages to extract additional content. Visitors should quickly get an understanding of your business and what makes you different from others in your market. Brand messaging, solutions selling and product information can all be shared through inbound tools such as white papers, ebooks, videos, blogs, etc.



Your Content

Is your content working as hard as it could be? Inbound marketing relies heavily on content, attracting people to your site and keeping them engaged. Your content, therefore, must accommodate any potential visitor to your site: those who are ready to buy, those browsing different companies in your field, or those who are merely interested in solutions to problems related to the nature of your business.


Based on their stage in their inbound journey, your content offerings could include a white paper, a webinar, ebook, a chat or consultation. Providing the appropriate content at each stage of the user experience will create positive perceptions of your company and visitors will be more inclined to return and purchase from you.



Search Engine Optimization

Even search engines can tell good content from bad. As inbound marketing matures, some marketers wonder whether they should write content for people or search engines. It’s a double-edged sword: if your content isn’t compelling, people won’t read it. If it’s not written with appropriate SEO guidelines, it won’t be found on search engines.


Remember who your website is for: write for people and the search engines will follow. Google, for example, can identify quality web content based on the relevancy of a query. However, some of the elements quality websites possess come from a search engine perspective, including a defined purpose, thorough research, well-written copy, and cited sources.


It’s a fine balance to develop a website that optimizes inbound marketing principles. If executed properly, your site will produce loyal customer relationships, generate sales, and position your company as a thought leader in your industry.



Success with Inbound Content

You want to create a website that lives up to all three stages of the Inbound process. Content should be relevant, helpful, and appealing to your target audience. The page should be clean and concise, with easy to interpret information and clear, attractive calls to action. Creating content that is both useful and efficient will bring customers to your page, keep them engaged, and lead them down the path of conversion.


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Topics: Inbound Marketing, Website Development