The best inbound marketing campaigns have a foundation of quality content. The more great articles, blogs, and videos you post, the easier it will be for prospective customers in your target audience to find your business.

Bottom line: leveraging content in your inbound marketing campaign is one of the most resourceful and successful strategies your business can utilize. Using each piece of content in various ways will allow you to reach the highest ROI on each of those pieces.

By delivering the same piece of content in multiple ways throughout your various channels, social platforms and website, you are guaranteed a higher chance of success per each piece of content.

Here are a few things to know about leveraging content:

Quality matters more than quantity

You might have heard that in order to keep your site active by Google’s standards, you have to create new content every week. This isn’t wrong, but just remember that this advice applies mostly to search engine optimization.

Within the context of inbound marketing, however, quality standards are more important than the frequency of your posts. According to a recent CIO article, you’re more likely to engage users by posting one truly great article as opposed to a handful of non-inspired ones:

“By some estimates, only one-fourth of all content produced ends up getting any likes or shares at all – a powerful indication of overall performance. That means if you want to maximize the ROI of your content marketing campaign, you need to find a way to keep your content unrivaled in quality. If you’re keeping your time and monetary investments the same, you can achieve this by developing fewer pieces at a higher overall quality; one knockout performance piece is far better than even four or five mediocre ones.”

Remember, people don’t share mediocre content with their friends. It takes a really good article for someone to pass it on. Make your articles ones which people will race to share with others.

There’s nothing wrong with repurposing content

Typically, the problem is that when businesses prioritize quality, they sometimes don’t post frequently enough to consistently engage their target audiences. In this respect, your content might engage users, but it won’t move them along in the buying process.

That’s why businesses should repurpose content and squeeze as much value as they can out of each article. After your content makes its rounds on social media and in your marketing emails, it can resurface if it becomes relevant again. A great tip is to also convert long-form content, like ebooks and white papers, to short-form content, like blogs.

Diverse content attracts different users

It’s great to specialize with respect to content creation, but it becomes a problem if your content lacks diversity. If you only post blogs, for example, then you’ll attract one type of consumer.

According to a recent Huffington Post article, businesses should post different types of written, visual, and interactive content to engage as many users as possible:

“Using optimized static pages, blog posts, infographics, and video, you can reach entirely different people. There is a growing demand for ways to digest information more quickly than reading mostly text-based articles. Posting Infographics from your site on Pinterest or embedding videos from your YouTube channel can drive new types of traffic to your site. These are people who share interests that might become customers, but who don’t access data in the same way you might.”

Of course, you should post the type of content that engages your target audience. Just make sure you’re not excluding anyone in your content strategy!

Reevaluate your website content

It’s common for businesses to get so wrapped up in content creation that they forget about their website content. Any article you post, however, will never be as important as the text on your site.

Reevaluate your website content and consider if it’s time for a change. Remember that you have to optimize it for SEO and target prospective customers at the same time.


Having a good content strategy is essential for an effective inbound marketing campaign. If you can write read-worthy, shareable articles and promote them to your target audience, then you’ll start to generate more leads. Take these four tips into consideration the next time you sit down to evaluate your content strategy and see just how successful your business can become if you follow them.

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