When you hear “content in inbound marketing,” what comes to mind? Is it blogs, social media posts, landing pages, or videos? The reality is that it’s all of those channels and more. Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract a clearly defined audience, but here’s the caveat: it’s meant to drive profitable action.
Content in inbound marketing acts as a bridge between you and your potential customers. It helps move people along their buyer’s journey, from initial awareness to the final decision. Think of it this way: great content answers questions, solves problems, and ultimately positions your brand as a trusted advisor in your audience’s narrative. From my years in content marketing, I’ve learned that no one likes being sold to. Instead, people like being guided. That’s where content marketing shines.
Understanding Content in Inbound Marketing
According to HubSpot, people spend only 10 seconds on your homepage before leaving if they don’t immediately connect with your marketing messages. In linguistics, there’s a concept called “phatic communication”—essentially, it’s small talk that builds relationships. Content in inbound marketing takes that 5 steps further; it’s the substance that encourages engagement and develops trust.
Creating valuable and relevant content isn’t just a box to tick on your marketing checklist. It’s the foundation of trust. It’s the difference between your target audience skimming through and actually sticking around. It’s what reassures them that you understand their needs and can provide the solutions they’re looking for.
Related Article: What is an Inbound Lead?
Content Types and Formats
Content comes in many forms, and each serves a distinct purpose in the buyer’s journey. Below are some of the most effective content formats that have consistently worked for our clients at KWSM:
1. Blog Posts
Blogs are the bread and butter of content marketing. They’re an opportunity to provide answers, educate your audience, and become the go-to resource in your industry. With blogs, you can layer meaning, use storytelling elements, and strike a balance between informative and engaging. The inbound element is bringing people to a desired destination on your website to convert. Depending on whether that content is top, middle, or bottom of funnel, you may send people to different places on the site to convert.
2. Whitepapers/Ebooks/Lead Magnets
Whitepapers dive deep into a subject, offering in-depth research or a unique perspective. To attract audiences in the consideration stage, whitepapers, ebooks, and other lead magnets showcase your expertise and authority on a topic. Writing these can be an art form, balancing data without sounding clinical and keeping readers hooked until the end. More importantly, the inbound tactic of these is that they offer something of value, and audiences will come to your site for this resource.
3. Case Studies
Everyone loves a good story, especially if it’s about success. Case studies let you share the story of how you’ve helped others, demonstrating your capabilities and building trust. Think of it as a plotline where your client is the hero, and your brand is the guide—guiding them to success. Cold audiences see similar prospects achieve the solution they are seeking. Having case studies on the site brings more people in and drives them deeper into the sales funnel because they seek a similar outcome.
4. Infographics
We all know a picture is worth a thousand words. Infographics distill complex information into bite-sized, easy-to-digest visuals. Perfect for educating your audience without overwhelming them. The inbound strategy in this involves alt text that comes up in search. The infographic lures people back to the site, where they can read the corresponding article in depth.
5. Videos
Video is the new king in content marketing. Why? Because people love watching more than reading, and it allows you to showcase your personality and bring your brand to life. A well-made video has the power to build an emotional connection faster than most other forms of content. Prospects who consume video-first content may discover the video through search or on YouTube, and that is an inbound tactic that drives them back to a specific landing page or a blog that answers a valuable question.
6. Podcasts
Podcasts are a fantastic way to humanize your brand. By having a voice—literally—you establish a deeper, more personal connection with your audience. A good conversation can build a lasting relationship and help your audience feel more connected. Once they “like’ you, or you resonate with them, they drive back to your website, where they learn more about how you can serve their needs.
Content Distribution Strategies
Creating great content is half the battle; the other half is getting it in front of the right people. Here are four content distribution strategies to help your content get seen:
1. Social Media Sharing
Social media is a natural fit for content distribution. Platforms like LinkedIn, Facebook, and Instagram allow you to meet your audience where they already spend time. It’s about creating engaging posts that link back to your website’s content, sparking curiosity, and driving clicks. Encourage engagement by answering questions, sharing news updates, and engaging directly.
“Crafting content that speaks volumes is just the first step; the real value happens when that content gets shared. Social sharing amplifies your message beyond your immediate audience, tapping into the trust networks of each person who shares it. As a copywriter, I focus on creating posts that people feel proud to share, whether it’s because they learned something new, felt a connection, or simply got a kick out of it. That’s how I turn one voice into many.”
– Josh Rodriguez, Copywriter, KWSM: a digital marketing agency
2. Email Marketing
Emails are one of the most direct and personal methods of communication, making them ideal for delivering content that keeps your audience engaged. Whether you’re sending a newsletter, an exclusive offer, or a blog roundup, email marketing helps keep your brand front of mind.
A smart approach is to use drip campaigns—these are automated sequences that deliver messages over time. Drip emails can guide your prospects to different areas of your website, each tailored to their interests. For example, a single drip campaign could deliver three distinct messages, each with a unique link that directs subscribers to specific pages on your site, whether that’s a product page, an informational blog, or a service overview. This kind of targeted content flow builds value, nurtures relationships, and helps convert prospects more effectively.
3. Search Engine Optimization (SEO)
Creating content without considering SEO is like throwing a party without sending out invitations. SEO will help get your content noticed, but more specifically, you want to aim to be noticed by the right people at the right time. Creating high-intent content is key to moving potential customers faster through your sales funnel.
When your content is optimized with the right keywords and crafted to answer specific questions, you are delivering precisely what your audience is searching for. This means they’re not just stumbling across your content; they’re finding exactly what they need, which builds trust and accelerates their decision-making process. By strategically targeting high-intent keywords and creating relevant, optimized pages, you make sure your audience finds what they’re looking for—and that’s how you turn visitors into customers.
4. Paid Advertising
While organic reach is fantastic, sometimes you need to amplify your efforts. Paid advertising allows you to promote your content to a targeted audience—whether through Google Ads, Facebook promotions, or LinkedIn-sponsored content. The goal here isn’t just to get eyes on your content but to help the people behind those views decide if they want to become customers.
To maximize effectiveness, consider A/B testing different ad variations. This way, you can determine which messages resonate most and where to drive your audience—whether it’s the homepage for a general overview, a specific service page for in-depth information, or the About page to build a connection. The goal is to guide potential customers toward the information they’re most interested in, helping them take the next step in their journey with your brand.
Case Study: Craft Cider Company Finds Digital Marketing Success
An Oregon-based craft cider company sought to expand its reach and boost sales. With KWSM’s digital marketing expertise, the company implemented a comprehensive strategy that included content creation, social media, and email marketing. This approach led to increased brand awareness, higher website traffic, and 250 new subscription memberships. Here’s what Tim Malott, Board Member of Portland Cider Company, had to say:
Improve Your Inbound Content Marketing With KWSM
Your audience deserves content that speaks directly to their needs—content that builds trust, answers their questions, and moves them toward action. Effective inbound marketing isn’t about guesswork; it’s about understanding what your customers want and delivering it consistently.
If you’re ready to create content that drives real results and brings in quality leads, let’s talk.
Take the first step toward effective content marketing. Schedule a Consultation with KWSM today and let us help you transform your inbound strategy.
