"Where do I start? What do I do? What are all these different types of marketing? What should I focus on?"
These are the thought spirals I see entrepreneurs and small business owners tailspin into over and over again. And I don't blame them. It is overwhelming. So let me break down one of the most important pieces of your long-term online marketing strategy: content marketing + inbound marketing. (Because they go hand in hand, after all).
This is the stuff that keeps your business humming along in the background, day after day. It’s not about the quick wins—those short-term promotions that give you a brief spike in sales. Those have their place, sure, but it’s the long-term marketing that’s going to bring in leads, convert them into customers, and keep them coming back.
And at the heart of that long-term marketing strategy? Two big players: content marketing and inbound marketing.
Content Marketing vs. Inbound Marketing: What’s the Difference?
These two terms get thrown around a lot, and they’re often used interchangeably. But there’s a difference, and understanding it can make a world of difference for your business.
Inbound Marketing is all about bringing people to you. Instead of chasing after customers with flashy ads and promotions (that’s outbound marketing), inbound marketing creates a magnet that draws your ideal customers in. You’re providing value, building relationships, and earning their trust. The goal is to attract people who are already looking for what you offer, even if they don’t know it yet.
Content Marketing is a big part of that inbound strategy. It’s all the stuff you put out into the world to connect with your audience: blog posts, social media updates, newsletters, podcasts, videos, you name it. Good content marketing doesn’t just promote your products or services—it educates, entertains, and engages your audience. It’s about creating a relationship with your potential customers before they’re even ready to buy.
So, while inbound marketing is the overall approach, content marketing is the engine that drives it.
Why Content Marketing Matters
Imagine you’re running a subscription-based organic dog food company. You could run an ad that shouts, “Buy our dog food! It’s the best!” But that’s not going to work for most people. They’re not ready to buy yet—they don’t even know who you are!
Instead, with content marketing, you’d create blog posts about the benefits of organic dog food, or tips for keeping your dog healthy and happy. You’d share stories and advice that resonate with your ideal customer. Maybe you even put out a guide on how to choose the best dog food for your pet’s needs.
When someone is searching for information on these topics, they find your content. They learn from you, start to trust you, and before they know it, they’re thinking, “Wow, these guys really get me. What else do they offer?” And that’s where the magic happens.
How Content Marketing and Inbound Marketing Work Together
It’s not enough to just create content—you need to guide people from discovering your content to taking the next step. That’s where the inbound marketing funnel comes in.
Attract: Your content attracts potential customers who are already interested in what you have to offer. They find you through search engines, social media, or word of mouth.
Convert: Once they’re on your site, you want to get them to take action. Maybe it’s signing up for your newsletter, downloading a free guide, or booking a consultation. The key is to offer something valuable in exchange for their contact info.
Nurture: Now that they’re on your list, keep the conversation going. Send them more useful content, share your expertise, and build a relationship. When they’re ready to buy, you’ll be the first place they turn.
Close: Eventually, some of those nurtured leads will turn into customers. This is where your sales process kicks in.
Delight: After they’ve made a purchase, don’t just drop them. Keep providing value. Send them tips on how to use your product, or offer them exclusive deals. Happy customers turn into loyal customers, and loyal customers spread the word about your business.
Ready to Get Started?
Look, I get it. Marketing can feel overwhelming, especially when you’re trying to do it all on your own. But here’s the thing: You don’t have to. You can start with the basics and build from there.
And if you’re still asking, “Where do I start?” I’ve got you covered. I’ve put together a checklist that breaks down the first 10 steps every small business should take to set up their long-term marketing strategy. This checklist is the roadmap you’ve been looking for, and it’s designed to take the guesswork out of the process.
So, if you’re ready to stop spinning your wheels and start making real progress with your marketing, grab your checklist. It’s time to get your marketing engine running smoothly so you can focus on what you love—running your business and serving your customers.
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