Historically, marketers have spent a lot of time and money on interrupting buyers which has made them reluctant to give up something that has worked so well for them. Hence, the large amount of money spent on Super Bowl ads, billboards and even pop-up ads.
But, the advertising environment has completely changed. If you want evidence, look at your own behavior. Likely, when you need a new service provider for nearly anything, you go searching on the internet rather than looking for an ad in the morning paper. You don’t even get the morning paper anymore! Just like you, buyers are spending more and more time on the internet, researching their needs, before they ever talk with a salesperson. Data from AdWeek in 2014 shows that 81% of buyers conduct online research – what do you think it is now?
Inbound Marketing can’t work without content.
Inbound uses personas, keyword analysis, competitor analysis, website design, email communication, website analytics, and a number of other tools to promote a business. All that infrastructure, however, can’t even come close to doing its job without great content. Content in the form of blog posts, e-books, white papers, reports, and survey results are what generates interest.
If you feel your marketing needs a fresh approach, or are in need of a content strategy, contact Neos today for an evaluation.