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“We compete with (and lose to) Fortnite more than HBO.” This matter-of-fact assessment from Netflix, the world’s biggest streaming company, provoked a stir among media commentators and analysts earlier this year. Yet the logic is there: Netflix has 149 million subscribers, compared with 250 million users of Fortnite’s Battle Royale gaming platform. Time spent on traditional media is in decline, and consumer attention is getting harder to win and keep. Content needs to be more and more engaging – the success of Netflix’s own Black Mirror: Bandersnatch film demonstrated the strong consumer appetite for more interactive forms of content.

Sure, we can learn from our mistakes. But we also can learn from others’ mistakes and avoid making them. As best-selling author and marketing consultant Roy H. Williams says, that’s the difference between being smart and being wise.

So, with one headline we have established that you can win new business with inbound marketing, but how is this possible? 

After learning why inbound marketing is the way to go, it’s time to go deeper into the journey you’re going to take your potential customers on. The key is to have a strategy that recognises what you want to achieve. It’s one built around the fact that customer acquisition is a four-part journey – around the themes: Attract; Convert, Close, and Delight. 

In inbound marketing, it’s no secret that you need quality content that your readers and potential customers will read, learn and appreciate. You can read all about it here. But with the abundance of online content available now, it’s a mistake to just sit around and wait for people to notice how good an article you’re offering them. So, take these six steps and ensure your marketing strategy backs up your high-quality content strategy.  

 “These buyer personas will help you craft killer content for our client’s audience,” they told me.

Are you focused relentlessly on nothing but potentially high growth ideas?

Conversational interactions between content consumers and brands – via SMS text-style messaging and chatbots – are redefining how marketing teams can engage their audiences.

How do you define content? Does everyone on your team agree with your definition? Do the people on other teams define content the same way?

Everyone loves a good story but, online, it's no secret that most of us read only the headlines.