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Inbound Marketing

How to Create Content for Your Inbound Marketing Campaign: Tech Club Podcast

by Dennis Junk
on April 12, 2016

Managing Content Creation for InboundWhen you’re learning about digital marketing, you hear a lot about how important it is to have a great website, to keep up a presence on social media, and to blog on a regular basis. But you don’t hear as much about how you actually go about writing stuff for all these potential touchpoints. And then there are all the different kinds of premium content: e-books, white papers, infographics, and webinars. Where do they fit into the process, and how do you actually come up with that stuff?

In this week’s episode of Tech Club, James and I round out some of the topics we discussed last week by interviewing one of Aptera’s Inbound Marketing Consultants Laura Larkin about content strategy. Laura works with our marketing clients to develop and implement all-around inbound marketing strategies. But she has a special place in her heart for the writing—whether it’s for blog posts, social media updates, or anywhere else.  

Laura guides us through topics including:

  • How to begin the process of creating a content strategy
  • Why you have to determine what your goals are before you can start creating content
  • How your content can help readers make progress with their decision-making process
  • Who’s involved in the writing process and why inbound marketers need to be jacks of all trades
  • How much of an impact having a team dedicated to content creation makes
  • Why links to other people’s content are important to your own marketing
  • How the decision-making process—or buyer’s journey—changes depending on whether you’re doing e-commerce or selling more complicated products and services
  • Who the most difficult buyer personas to market to are
  • What role expert interviews play in content creation
  • What the worst kind of content you can publish is
  • How to handle more than one buyer persona
  • What the biggest advantage of inbound marketing (and platforms like HubSpot) is over traditional marketing
  • How you can tell whether your content is working or not
  • What role metrics play in your content strategy
  • What kind of a timescale applies when evaluating the success of your content strategy
  • How social media and a good keyword strategy can get people to your website
  • What some of the perils of claiming your business on Google can be
  • Why not being online isn’t even an option

My own role here at Aptera is focused primarily on our internal marketing. But Laura and I work pretty closely together, and she never hesitates to shut James and me down when we get going with our usual shenanigans. When you're listening, though, you'll be able tell we were having a lot of fun.

Here are some links to help you learn more (and as always check out the links above to some of my favorite content on content):

What 1 Trait Separates Inbound Marketing Content from Crap Written by Posers?

Why Honest Educational Content Is Just Good Inbound Marketing: Tech Club Podcast

Old Guys' Guide to Twitter for Business: Tech Club Podcast

15 Things in 2015 That Changed Social Media ForeverLearn how to make buyer personas actionable with personalized web content

Digital Marketing Assessment
Dennis Junk
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.
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