Content Marketing, Digital Strategy

Inbound Marketing: Attract customers with content

Inbound Marketing: Attract customers with content

Written in collaboration with
Dan Tyre- Director at Hubspot

What is Inbound Marketing and how does it work?

“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have”


With 78% of consumers researching online and already deciding what they are going to buy and how much they are willing to pay before making initial contact with your business, it is clear to see that your role in attracting and engaging your prospects should be to educate. It is essential to support your audience in the discovery of their own information because in today’s world your customers want to research rather than be sold to.

By understanding your prospects pain points, and then educating them through different types of content, including blog posts, guides, video and other valuable content, you build their trust and engage them as you demonstrate your expertise. Throughout their entire discovery process, you must ensure your articles address their questions, your videos are informative, and your guides demonstrate why they need your product or service. If done properly your name should feature highly when they decide to make an enquiry

Hubspot conversion funnel

“That is why Todd Hockenberry and I wrote the INBOUND ORGANIZATION  book and audiobook: We wanted to leverage everything we learned in a decade of working with transitioning customers to the new way of doing business. We discuss how to become a mission driven organization, how to set up an inbound operating system and how to identify and recruit the right people with the right values to your team” said Dan Tyre, co-author.

So how do you create such valuable content?

In order for the inbound marketing strategies to work you have to create high quality content which your target audience will see value in. This, at times, is easier said than done but if you follow the below 2 step process, you will be creating valuable content before you can shout the word flywheel.

1. Develop a proper understanding of your customer by creating effective buyer personas.

A buyer persona is a semi-fictional representation of your ideal customer. By creating an effective buyer persona you will understand more about your prospects and their habits, allowing you to seamlessly place your content in front of them when they are looking for and need it.

This buyer persona will identify what challenges they face in their day to day life as you begin understanding any potential objections or barriers they may have to purchasing from you.


2. Create content that matches their persona

Once you have an understanding of your prospect you should begin creating content and distributing it on the platforms where they want to see it. If your prospect enjoys watching videos on Twitter, guess what, you need to start putting videos out on twitter.

An accurate buyer persona will allow you to understand all the problems and challenges which your potential customers may face. It is then your duty to create content which addresses these challenges, provides solutions to their problems and is educating them on exactly what they want to know. Like it or not, your prospect does not care about 95% of your product features because, more often than not, these are fairly generic. They care about the 5% of features that will make their life easier, keep them happy and ultimately solve the problem they first set out to resolve.

Talk to them about these problems, help them understand the solution and put your customer at the heart of all your content. This is the only way to engage prospects and the more personal your interactions the better. They will reward you by turning into leads, and warm leads at that.


How to turn warm leads into long term advocates for your business using the flywheel model

Consider this, 92% of consumers trust referrals from people they know and are 4 times more likely to buy a product if it is recommended by a friend. Developed by HubSpot, the flywheel is an alternate solution to the sales funnel. Unlike the funnel, the flywheel is a methodology and way of thinking that focuses on the customer first. There is a huge emphasis on delighting the customer throughout the buying process and after they have made a purchase, turning them into an advocate for your business and its products or services.



In real life this involves providing value to them through engaging content even after they have purchased from you. This can be done through a range of things such as ongoing product training, ongoing support, sending them special offers and anything else which will continue keeping them engaged with and delighted by your business.

It is this ‘delight’ stage of the flywheel that makes it different from the sales funnel. In the funnel once someone becomes a customer they drop out of the bottom along with all the time, resources and energy it took to attract and convert them. In the flywheel we look to use this customer, and the energy exerted, to attract new prospects by keeping them engaged with your business and building momentum.


The basic principle of the flywheel is that the bigger it is and the faster it moves, the more revenue your business will generate. By using your customers to gather momentum and attract new prospects you can lower your cost per acquisition and drive long term sustainable business growth.

This is the first time in business history where your customer base can generate more business than your sales team. Think about that! By leveraging your user case studies, testimonials and the positive experience your company creates, you are able to generate more word of mouth referrals leading to more business. Most businesses love word of mouth leads – this is the strategy to get them, at scale. 

Flywheel gif

Final Thoughts

It is really very simple. Always put your customers at the heart of what you do because if you look after them, they will look after you. Welcome to the inbound revolution.

Discuss how the inbound theory can work for you

Contact us and a we will get back to you shortly! 

Jack Kennedy
Jack Kennedy
Jack is the founder of Invanity marketing and has worked in digital marketing since the age of 17. Having been involved in both the client-side and the agency side of the process he is building Invanity with a vision of creating a marketing agency that truly delivers on the results it has promised.