The Difference Between Inbound Marketing And Content Marketing

Praveen Kumar

Apr 11, 2016

10 min read

I have been a content writer for a long time now and it was a dream that I was living until someone asked me to explain the difference between Inbound Marketing and Content Marketing. I honestly replied to him that I had no clue and did not want to give a wrong answer to the question so I told him that you please give me sometime and let me find out. Even here at the office we used to use the words interchangeably for both content and Inbound Marketing. But when I got hold of the truth through a prolonged research, I knew that it was a big mistake and it is important to know the difference between the two terms.

So a lot of research and time went into it and then finally got hold of HubSpot’s annual survey that they conducted with 3500 marketing and sales professionals.

The Question that was specifically asked was that What is the relationship between Inbound Marketing and Content Marketing? And was a multiple choice question with the options:

They are synonymous to each other.
Content Marketing was the subset of the Inbound Marketing.
Inbound Marketing was the subset of the Content Marketing.
The two are fundamentally different.
Don’t know the answer.

Before we dive into the answer that was voted the most, what I think is that Content Marketing was the subset of Inbound Marketing but I wanted others to give me confidence on what I think. And it turns out I was right and don’t we all marketers think alike? Even after what we think we should also understand one thing that without content Inbound Marketing is nothing, content marketing is the heart of Inbound marketing that pumps blood into its veins. When it comes to a discussion about both, marketers should rather use the terms with “and” not “or” for content and Inbound marketing relationship. What not is included within the scope of a content marketer is the keyword analysis, SEO, freemium trials, social media management, etc. All that core content that is made by a content marketer is the white papers, blogs, case studies, and ebooks. So it is understood by the fact that marketers, sales people, customers or non-customers, they all had one notion and the correct understanding that Content marketing was a subset of Inbound marketing. Another survey that was conducted with the other marketing professionals who use marketing automation as a platform, even then the data that was received supported the same idea. A company that employs Content marketing and not the other parts of Inbound marketing, it is making a big mistake in thinking that they are using Inbound marketing to its full potential and have leveraged its beauty in its entirety. All they should focus on is to create content and use Inbound Marketing to its full potential so that they can help themselves to get found, get leads and close sales. Creating content to answer the customer’s questions, and then optimizing it for keywords or sharing it on blog sites, social media sites to get found, to bring in new audience to your website and to close sales is what a typical operation of Inbound Marketing means.

Content marketing is not limited to the time when you have successfully closed in a sale, but as believed by many it extends beyond the sales funnel and contributes to an ongoing communication with the existing customers as well. For example, a customer who has a long time relationship with your company and now the company is into a process of releasing a new product or service and it needs to make all its existing customers aware of the new product or service. So the company decides to create a blog content or a case study around how this new product or service can help solve their problems and sends the blog content via an e-mail or simply puts it up on the website and performs the optimization of keywords over it so that it gets found. That’s how people leverage both content marketing and Inbound marketing to grow their company.

We would sincerely want to know about how useful did you find this blog and if there’s anything that we missed out on any point of difference between content marketing and Inbound marketing it would be a pleasure for us all to learn from you.

Your Full-service Marketing Companion

Reduce your CAC, and 3X your MRR in 90 days

Explore our thought leadership articles offering actionable insights, market microtrends, industry news, and digital topics.

Voice Search Is On The Rise, Get Your Content Optimization Guide

The world of SEO keeps on evolving and every change on the online platform acts as a springboard for an addition or alteration of SEO. What you have been using now might not be this effective after 1 or 2 years and that’s why adaptability is the key to success in the digital world. Even the technological innovations that extend the boundaries of businesses introduce many new concepts, theories, statistics, and tools. And one such tool that is going to influence your content marketing strategy is voice search. With 5.16 billion people using mobile phones and 39 million Americans owning smart speakers, people are making a paradigm shift to voice search instead of typing. This is because speech-to-text is generally three times faster and thus is more convenient. And since this will have an impact on SEO optimization, you will have to optimize your content in order to stay relevant on the online platform.  It is being estimated that the proliferation of voice search will bring along many changes in SEO practices and that’s why it is being advised to all the businesses that they should keep tabs on changes and act accordingly. So, in order to make you capitalize on this new SEO trend, we have designed this content optimization guide based on voice search. Keep reading to stay illuminated. Why do you need to optimize your content for voice search? The main reason behind this is how people find information on the digital platform through voice search will be a far cry from how people find information when they type. For example, while typing, a person may use ‘best gaming laptop’ in the search box but the same person will say‘ Which is the best gaming laptop under $100?’ if he will go for voice search. These types of changes will have a huge impact on how you have been optimizing your content till now and this is why you will need to opt for NJ voice search optimization services. There are now even best voice search optimization services available in the market and you can opt for their world-class service. There are different forms of content that will be affected because of voice search but by using the right tactics, you can easily step up. Here are the 5 ways you can optimize your content for voice search -  Use questions in a conversational form You must have seen that people generally ask their voice assistants just like how they communicate with a person and they never use specific keywords. This trend is growing across mobile phones as well because even on mobile phones, people find information by asking questions, not by using certain keywords. So, you will have to make sure that enough questions words like ‘why’, ‘how’, ‘when’, ‘where’ are already incorporated in your content. And this is because most voice searches start with these question-based words. Even if you will hire an SEO specialist, he will suggest you incorporate question-based words in your content. Take advantage of featured snippets Featured snippets are going to become the star of SEO optimization, especially because of the voice search. Featured snippets are a type of selected search results that are featured in Google search results and they are located below the ads and above the organic search. When you will hire SEO specialists then even they will advise you using featured snippets for voice search. The best thing about featured snippets is it gives answers to the questions of the user right away and the rise of voice search has fueled its importance. If you will optimize your content to appear in the featured snippets then the voice assistant will directly read the answer from there. Don’t forget optimizing your business listing Even your business listing is going to play an important role in making your content voice search-friendly. You will need to make sure that your detailed business listing is clean and clear. Along with this, you will also need to ensure that the address, phone number, and name data are accurate and up to date. This will help you in the current COVID-19 situation as well because during the lockdown, an increasing number of people will be going for local shops and through the proper business listing, you can take advantage of localization.  You will be surprised to know that businesses from all around the world lose around $10.3 billion dollars, just because of their careless business listing. And since voice searches are going to lead people directly to a business listing, you will need to make sure that they are 100% accurate. Change the length of keywords In most of the cases, the spoken language is lengthier than written language and therefore, voice search will demand the incorporation of long term keywords in your content. Because of the rise of voice search, now queries will not be limited to only 2 to 3 keywords. Even now, the average length of a voice search is generally 29 words. Just using short tail keywords won’t let you capitalize on the rise of voice search. If you are not familiar with long-tail keywords then you also opt for NJ voice search optimization services and they will give you complete details of how to incorporate long-tail keywords in the content in order to make the most of voice search and maintain or improve your ranking. Focus on user intent All the users want quick, informative, and actual results and this is what you will need to give them. Talking specifically about voice searches, you will need to pay attention to the user intent. Like people generally rely on voice search for finding addresses, directions, local shops, etc. This is why users might not visit your official business website but Google will show them the top locations and sites below the result and this is where you can capitalize. By using local searches and content based on local marketing, you can take advantage of the user intent as well. Take Away Voice search still has a long way to go and businesses will find many ways to benefit from it. But if you will go through the reports and analysis, then you will realize that the trend of voice search is going to grow at a very fast pace and that’s why it will be better for all the businesses to be prepared for it. The way you will optimize your content will have a huge effect on your voice search strategy and this is why it will be better for your company if you will go for voice search optimization services and take advantage of the growing trend of voice search.  Contact us today for voice search optimization services! This blog was originally posted on 23rd June 2020 ...

How to develop a personal brand when you are a startup

The influx of digitization and the proliferation of globalization might have made it very easy for entrepreneurs to enter an industry as having a brick and mortar shop is no more necessary. But there are many challenges you will have to face if you are a startup in the modern era, and this is why you will have to adopt various ways to level the playing field and fuel the growth of your business. Building a personal brand is one of those ways. The need to build a personal brand for startups has never been more critical than today. We live in a world of social media and the internet where anyone can become an expert, build an audience base, and start attracting clients for their firms. And this is what most of the people are doing on the digital platform. A study conducted by Upwork shows that the number of freelancers is increasing at the rate of 3X every year. By the end of 2027, freelancers will be a big chunk of the overall workforce pie of the U.S. This clearly shows that more and more people are flocking to startups, and with more startups, the competition will reach to the neck-wrenching level. And in such situations, there is only one thing that will allow you to distinguish yourself from others, i.e., personal branding. Why will startups need to focus on personal branding? If you are commencing a business around your expertise, then building a personal brand comes as a default option, or we can say that it comes naturally to you. If you are your firm's face, creating your brand is the best thing you can do. Your company's brand sets you apart from other industry players and leaves a lasting impression in the minds of the customers who interact with your business. But if your business lacks a compelling personal brand for attracting the audience and giving them a unique experience, you will find yourself struggling to build a profitable and successful startup. Even if you are building a firm with its brand, you will still need to focus on personal branding. This is important because, in the modern era, people are more interested in being connected with a person rather than a company. Thus, even while building a broad audience for your brand, you will be enhancing your own company's exposure. You can take the example of Elon Musk, who has more Twitter followers on his personal account than all of his three companies. The same goes for Richard Branson (Virgin) and Gary Vaynerchuck (VaynerMedia). https://twitter.com/elonmusk The most unique ways to build your personal brand as a startup Understanding your true value Your value isn't determined by which company you work for or what your job role is. It is determined what you can bring on the table. You will need to be clear about what is the thing that you can offer in the best possible way and excel at it in each and every situation. In the corporate world, we always focus on finding a niche market and categorizing the target audience. It aids a firm in zeroing down the available list of potential customers and uses a better targeting approach. If you are not specific about the type of work you can do or what you are good at, then you will be lost in the crowd, and you will never be able to leave a lasting impression in your customers' minds. Simply build a value proposition around what you can do and what you have to offer the market. Building a personal image If your company's brand covers your image, you will never be able to come out of that cloak and create a particular image. Your image will indeed act as a springboard for your firm's success, and they both are correlated, but still, hiding behind the brand won't work while trying to build a personal image. There are various ways of building a personal image. You can start by only taking a professional headshot and using it at multiple digital platforms like Twitter, LinkedIn, and even in your company profile. In addition to this, you will need to cultivate an email signature that will be unique to you. The email signature will need your social media icons, contact information, the website address of your company, and professional headshot. Deliver on your value and get testimonials as a reward If you are the only one talking about your value, then there is something wrong with your personal branding strategy. Let other people talk about your importance as well because later on, these people will act as your brand ambassador, and they will influence others to join your audience base. One of the best ways to let other people talk about your values is by consistently delivering on your value and surpassing your target audience and customers' expectations. This will help you build a network of loyal brand ambassadors and thus be referred organically by them. You can also ask your professional network to give you testimonials and allow them to highlight what you are good at and how you are working to grow your startup. Work on your online presence Working on your online presence is the best thing that you can do to build an online presence. There are various tools out there that you can use to check your availability on a myriad of online platforms. You can begin your journey of building an online presence through LinkedIn as it is a professional platform that helps people connect with like-minded experts in their industry. But this doesn't mean that you should limit your online exposure to LinkedIn only. From Facebook to Twitter, all these social media platforms will enlarge your network and strengthen your personal branding efforts. In addition to this, make sure that your personal website, apart from your official business website, showcases all your attributes, achievements, contribution to the industry, and work. But make sure that the website you are using for personal branding is in sync with your company's brand. Don’t forget blogging For most digital marketers out there, blogging is the best way to build a brand, but it can prove to be a magic wand for building a personal brand. After ensuring that you have a seamless, enticing, and engaging website, you will need to master the art of increasing your blog audience. If you succeed in increasing the number of followers by blogging, you will be able to strengthen your personal brand. Some of the useful tips that you can use to build a personal brand through blogging:- Repurposing your articles and blogs Syndication of articles and blogs Joining like-minded online communities and sharing your content Equipping your blog with social sharing buttons. Writing content related to influencers and asking them to share your content. But make sure to post content regularly after building a large base of followers and make the most of the best SEO practices and catering your followers with what they are looking for. With personal brand building becoming an integral part of the overall business strategy for startups, you will need to start working on it without delay. In the end, you will be attracting more people towards your business and increasing your sales. At Saffron Edge, we work on your 360-degree branding and make sure you and your business have exponential growth and positive image throughout. ...

New LinkedIn Algorithm for Your Brand Success

LinkedIn has solidified its position as the go-to platform for professionals and businesses alike. While traditionally considered a business-centric network, LinkedIn's essence as a possible avenue for social media marketing and networking cannot be overlooked. What works for Linkedin today is not just personal connections but also other influencers sharing their insights through relevant content. with relevant keywords. Similar to its counterparts, Linkedin heavily relies on a sophisticated algorithm to determine which content reaches its users' feeds. So it's important to know how does Linkedin algorithm work. Understanding the inner workings of this algorithm has become paramount for individuals and brands aiming to maximize their visibility and engagement on the platform with relevant content. With the arrival of 2023, Linkedin has introduced an updated algorithm, promising to revolutionize the way content is distributed to its vast user base. This algorithmic shift holds tremendous potential for marketers, enabling them to fine-tune their Linkedin strategies and amplify their brand presence. To unlock the true power of this new algorithm and ensure that your Linkedin posts reach the right audience, it is crucial to grasp the underlying factors driving its decision-making process. In this comprehensive guide, we delve into the intricacies of the 2023 Linkedin algorithm. We will equip you with the knowledge and insights necessary to employ this algorithm to your advantage by dissecting its key components and shedding light on the crucial factors shaping its operation. Join us as we unravel the secrets behind LinkedIn's magic formula, empowering you to navigate the ever-changing landscape of Linkedin marketing with confidence and finesse. Let's explore! What is the Linkedin algorithm? The Linkedin algorithm employs a sophisticated set of criteria to determine the visibility of posts on the platform, catering to a tech-savvy audience. With over 810 million members and growing, LinkedIn's algorithm faces the monumental task of analyzing billions of posts daily. Its primary objective is to curate a captivating newsfeed personalized to each user's preferences and interests. Let's take a moment to appreciate the hard work of those Linkedin robots—maybe we can even consider sending them some virtual flowers as a token of gratitude! LinkedIn's focus goes beyond mundane networking; it aims to create an engaging environment that resonates with the tech community. It's like attending a lively party where you casually carry your resume in case someone wants to take a peek! How Does It Work Knowing how to optimize your content to align with the Linkedin algorithm can greatly benefit your visibility, but failure to do so may result in your content languishing in Linkedin purgatory. Read on further to uncover the inner workings of the Linkedin algorithm to take some notes! 1. Content Classification The algorithm employs a multitude of factors to determine the relevance of your post to your audience. It classifies posts into three categories: spam, low-quality, or high-quality. Spam: To avoid being flagged as spam, steer clear of poor grammar and excessive links. Posting too frequently (more than every three hours) or tagging an excessive number of people (more than five) can also trigger spam detection. Additionally, be cautious of using hashtags like #comment, #like, or #follow, as they may raise red flags. Low-quality: While not classified as spam, these posts fail to adhere to content best practices. If your post lacks engagement, the algorithm may deem it as low-quality content. High-quality: These are posts that align with LinkedIn's content recommendations. They exhibit the following characteristics: Readability: Ensure your post is easy to comprehend, employing clear and concise language. Encourages engagement: Pose a question to prompt responses from your audience. Hashtag usage: Limit the use of hashtags to three or fewer in order to maintain post quality. Strong keywords: Incorporate relevant and impactful keywords that resonate with your target audience. Tagging strategy: Tag individuals who are likely to provide genuine responses, avoiding spamming tactics. And remember, no spamming! Outbound links: Consider placing outbound links in the comment section rather than the post itself. You can enhance your content's chances of being classified as high-quality by the Linkedin algorithm if you simply adhere to these guidelines. 2. Linkedin and its Test for Your Post Linkedin subjects your post to a crucial test of engagement. Once the algorithm confirms that your post isn't spam, it initially showcases it to a select group of your followers. If your post garners significant engagement in the form of likes, comments, and shares right from the start, Linkedin recognizes its appeal and expands its reach to a broader audience. This is why some individuals are tempted to join Linkedin pods, seeking to amplify early engagement. However, if there's little to no response during this stage, or if your audience flags your post as spam or chooses to hide it from their feeds, Linkedin will not further promote it. This pivotal testing phase occurs within the first hour after sharing your post, making it a crucial make-or-break moment. Maximize the potential of this time test by following these strategies: Optimal Timing: Post when you know your followers are active on LinkedIn. Utilize Linkedin analytics or tools to determine the best times for engagement. Engage with Comments: Respond promptly and thoughtfully to any comments or questions on your post, fostering a sense of interaction and community. Spark Engagement: Encourage interaction by posing questions or providing prompts that entice your audience to participate in discussions. Consistent Posting: Maintain a consistent posting schedule, allowing your dedicated followers to anticipate and engage with your new content. Active Networking: Engage with other posts on LinkedIn, increasing your visibility and potentially inspiring others to explore your latest content. With the implementation of these tactics during the crucial first hour, you can optimize your post's chances of capturing attention, driving engagement, and ultimately expanding its reach within the tech community on LinkedIn. 3. LinkedIn’s Rules for Engagement Once your post starts generating engagement, the powerful Linkedin algorithm will begin expanding its reach to a wider audience. The selection of Linkedin users who get to see your post depends on three key ranking signals: Connection Strength: The algorithm prioritizes Linkedin users who are closely connected to you, such as colleagues, current or past work associates, and individuals you've interacted with previously. Topic Relevance: Linkedin determines a user's interests based on the groups, pages, hashtags, and people they follow. If your post mentions topics or companies that align with a user's interests, it increases the likelihood of them seeing your content. According to LinkedIn's Engineering blog, the algorithm also considers additional factors like the language used in the post and the companies, people, and topics mentioned. Probability of Engagement: This signal is measured in two ways. Firstly, it evaluates the likelihood of a user engaging with your post based on their previous behavior and their engagement history with your previous posts. Secondly, it takes into account the overall engagement generated by the post itself. If your post becomes a hot topic, sparking conversations and attracting significant engagement, more users content are likely to join the discussion. Tips To Ace Your Linkedin Marketing Strategy To effectively navigate the algorithm and make the best of your Linkedin Marketing strategy, content creators in the tech space should focus on relevance and employ various strategies. We have also created a Linkedin Content Calendar Template to make life easier for you and your team. Other than that, here's what you can do! Know Your Audience To effectively engage your audience on LinkedIn, it's crucial to deeply understand who they are and what interests them. Conduct thorough audience research by leveraging analytics and insights from other platforms. Identify their demographics, preferences, interests, and pain points. Use this knowledge to tailor your content and messaging to resonate with their needs and interests on LinkedIn. Creating content that addresses their specific challenges or provides valuable insights can establish a strong connection and drive engagement. Utilise Engaging Formats: Visual content is highly effective in capturing attention and generating engagement on LinkedIn. Posts with images tend to receive more comments compared to text-only posts, while videos often generate five times more engagement. Emply these engaging formats to enhance the impact of your content. Incorporate visually appealing images, videos, or even animations that align with your messaging and make your posts stand out in the feed. Compelling visuals can pique curiosity, encourage interaction, and drive higher engagement levels with your audience. Optimal Posting Times: Timing plays a crucial role in maximizing engagement on LinkedIn. While the general consensus suggests that Tuesdays and Wednesdays at 9 a.m. are optimal posting times, analyzing LinkedIn-specific analytics and audience behavior is essential to determine the best times for your specific audience. Employ Linkedin analytics tools or platforms like Hootsuite Analytics to gain insights into when your followers are most active. Posting your content when your audience is online and ready to engage can definitely help you increase the visibility and reach of your posts, driving higher engagement levels. Promote and Tag: To expand the reach of your posts and increase visibility, it's important to use promotion and strategic tagging. Tag relevant companies, influencers, or individuals in your posts to attract their attention and encourage them to engage with your content. Utilize strategic keywords related to your industry or niche to optimize the discoverability of your posts. Additionally, incorporating relevant hashtags can help your posts appear in relevant topic feeds and reach a broader audience. Consider creating and promoting branded hashtags that are unique to your brand, as this can foster a sense of community and increase visibility among your target audience. Encourage Engagement: LinkedIn's algorithm rewards engagement, particularly posts that spark conversations and discussions. One of the most effective ways to encourage engagement is by posing questions to your audience. Ask thought-provoking questions related to your industry, trends, or challenges. This not only prompts your audience to share their opinions and insights but also positions your brand as a thought leader and creates opportunities for learning more about your audience's interests. Importantly, actively participate in the discussions, respond to comments, and foster meaningful dialogues to strengthen the engagement further. Craft Original, Engaging Content: Original content tends to perform better and elicit more engagement than shared content. While repurposing content or incorporating user-generated content can be valuable, try to find ways to add your own commentary or value to make it unique. Reframe the content, provide your analysis, or share your personal insights. This not only sets your posts apart but also encourages your audience to engage with your perspective and join the conversation. Additionally, consider incorporating conversation-provoking questions in your posts to stimulate discussions and further engage your audience. Build a Strategic Network: Building a healthy and active network is crucial for currying favor from the Linkedin algorithm. Ensure your personal profile and company page are complete, updated, and optimized for visibility. Building connections relevant to your industry or those you think would be interested in seeing updates from you is the key to beat Linkedin algorithm. Encourage your employees to showcase their affiliation with your company on their profiles and use your corporate hashtag. Actively follow others and attract followers who are genuinely interested in your content. Participate in relevant Linkedin Groups or even create your own to foster engagement and expand your network. Embrace New Formats: Linkedin often gives a boost to new features and formats as they are introduced. Be an early adopter and experiment with these new formats. Whether it's Linkedin Live, Linkedin Articles, Linkedin Slides, or any other emerging format, embrace them to stand out and gain an advantage within the algorithm. Even if some features do not last, being an early adopter can provide an edge in terms of visibility and engagement. Genuine Engagement, Not Begging: While engagement is important, explicitly asking or encouraging the community to boost your reach by liking, reacting, or commenting on your Linkedin post and articles in a spam-like manner is discouraged by LinkedIn. The algorithm actively reduces the reach of such posts. Instead, focus on delivering reliable, credible, and authentic content that sparks genuine engagement. Foster meaningful conversations, respond to comments, and create value for your audience. Building authentic relationships and fostering genuine engagement can help establish trust and credibility with your audience while gaining favor with the algorithm. In Conclusion The world of social media marketing is a tough one to navigate, but understanding and leveraging the algorithm can be a key to unlocking the full potential of your content. As you navigate the Linkedin algorithm, Saffron Edge is here to help you make the most of this dynamic platform. Reach out to us today to explore how our expertise in digital marketing can propel your Linkedin presence to new heights. Let's unlock the power of Linkedin together! ...

Subscribe to our newsletter

Get fresh stories, case studies, and advice
from successful creators and industry experts.