Inbound marketing is the process of attracting strangers to your website, converting them into leads, nurturing them until they are ready to buy and closing them as customers.
One of the most important features of any successful inbound marketing strategy is content.
Content draws prospects towards your site and initiates their relationship with your business. A content strategy turns a static website into the marketing asset that it should be - working hard to deliver a return on investment.
The concept of "content marketing" has been around for years and, according to the 2018 B2B Content Marketing Trends Report (Content Marketing Institute/MarketingProfs), there is a strong correlation between the most successful B2B marketers and their adoption of content marketing.
Despite that fact, the survey found that even in 2018 a whopping 66% of B2B marketers still felt that their approach was less than "mature".
One of the reasons, I think, is that marketers struggle to create an efficient content plan that really works.