Categories
Internet Marketing

Outbound Marketing vs Inbound Marketing: What’s the Difference?

The field of marketing is more diverse and complex than ever. It may seem overwhelming, but when you know how to recognize key approaches and philosophies, you’ll know how to apply them to your business. Let’s look at the differences between inbound and outbound methods.

Outbound Marketing

We can consider outbound marketing to be the traditional philosophy that has guided marketing efforts for centuries, indeed long before “outbound” itself was even a term. It is characterized by advertising, public relations, promotional tactics, and other practices that address leads and clients directly and continuously without focus on reciprocal engagement. Whether it’s a TV ad, a print ad, a sales rep at a trade show, or a cold call, the communication flows primarily in one direction. While these traditional forms of marketing are of course still utilized quite often, they have been significantly displaced by the emergence of inbound marketing.

Inbound Marketing

The advent of inbound marketing has led to a fundamental transformation of how business and marketers view commerce. While outbound marketing efforts are geared towards delivering a message to a lead or client, inbound marketing is focused on building and fostering a dynamic, multi-directional flow of information. It is structured around many key practices, such as the creation and sharing of content, mutual engagement on review sites and other online platforms, or the creative fine-tuning of brand identity. Digital technologies such as the Web and social media have made inbound marketing possible and continue to shape its uses and implications.

Why It Matters

It will always benefit a business owner to develop a perception of marketing that fully accounts for its creative and technical possibilities. Outbound and inbound marketing practices may differ from one another, but you should formulate a marketing strategy that integrates these two philosophies. For instance, social media platforms and content management systems have certainly revolutionized how brands enrich their relationships with their audiences, but web technologies have also enhanced the way we learn about leads and design ad campaigns that are relevant to their needs. Think holistically and utilize the best tools at hand!

Only a fully modernized marketing plan will allow you to achieve the kind of growth your business is capable of. Our job is not simply to provide you with the latest tools and strategies, but to help you fully harness their potential. To get started with CAYK, call (403) 456-0072 today!

Categories
Content

Start the New Year with a Strong Content Strategy

With the coming of the holidays and a new year on the horizon, it’s the perfect time to reassess the many aspects of your company’s marketing strategy. For instance, how about your content? There are countless possibilities to consider, so it’s a good idea to solidify your game plan now.

Why a New Strategy?

There are many guiding principles behind content-driven marketing, but one of the most important is that you need to keep things fresh. You won’t maintain the attention and respect of your audience if you don’t examine your content strategy thus far and find ways to make it better than ever. This is not only true of the content you create at a micro level, but also the broader strategy that defines how your content is created and shared over an extended period of time. One of the core purposes of good content is to foster interest and esteem among leads and clients, so it’s only right that you start the year strong with a new and improved approach.

Key Points

Sometimes developing a strong content strategy begins with asking yourself the right questions. What have you learned about your audience over the past year and how can you use that information to reshape your content? What subjects have you yet to delve into with your blog? Are there forms of content you haven’t explored yet, such as eye-catching infographics and engaging videos? Be sure that you’re using the right social platforms in the right ways to bolster the reach of what you create. It’s also wise to take stock of major goals that your business has for the coming year and develop actionable content goals that correspond to them.

Boosting Your Efforts

It can be tough to decide which avenue to go down first when revamping your content strategy. Each business has different goals and a different set of needs, and there’s a lot to consider if you want to get everything right. One of the best ways to gain a sharper sense of where you want your content to go is to work with a marketing team that has a great deal of experience in this department. You should look for experts who not only specialize in multiple forms of content creation, but who will also take time to sit down with you and truly get to know your business. From there, they can help you start the new year with your best content strategy yet!

No business should let their content fall below today’s standards. If you want to show your community that you’ve built a knowledgeable, respectable, and creatively ambitious company, we can make it happen. Call the CAYK team at (403) 456-0072 today and we’d love to help!