Page 113 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

for the generic, far more competitive phrases. Each piece of content you produce
targets a different slice of the long tail. Each piece of content attracts hundreds of
highly qualified buyers to your business. The more you publish content along
this strategy, the larger the portion of the long tail you can own. As we stated
earlier, the long tail can often be more valuable than the head.

Focus your content on “long-tail” topics. They are less competitive and
more likely to attract your target buyer.

This chapter introduces the basics of inbound marketing to modernize your
demand generation strategy. For a deeper dive into this concept, read Inbound
Marketing, by the HubSpot co-founders Brian Halligan and Dharmesh Shah.

To Recap

Today's buyer is empowered by the Internet. A modern demand
generation strategy means less focus on interruptive outbound marketing
and more focus on inbound marketing.

Successful inbound marketing comes from two tactics: (1) continual
quality content production, and (2) frequent online participation in social
media where your target buyers are already conversing.

Do not overburden valuable resources at your company with inbound
marketing responsibilities. Hire a journalist. Form a thought leadership
committee. Put the two together to create a continuous stream of high-
quality content.

Focus your content on “long-tail” topics. They are less competitive and
more likely to attract your target buyer.