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If 2013 taught senior marketing executives one thing it’s that traditional outbound marketing no longer works. So 2014 has to be the year that your business develops and implements an inbound marketing strategy. Successful inbound marketing is all about great content and research has shown this to be true as the report, Content marketing: Puncturing the hype and getting practical, revealed that of the 82% of organisations already using a content marketing strategy more than 90% of them have seen significant business performance improvements, including more web traffic and more qualified sales leads. Which must be why 75% of brands plan to increase their content marketing budgets this year. But great content doesn’t just happen. You need to have a comprehensive strategy behind that content to make sure it really is great – that it targets all the right people and speaks to them about the things that matter. From building buyer personas to mapping your content to their buying process, the content planning stage is key to inbound marketing success.
