Recently we sat down with Ruth Burr, Inbound Marketing Lead at Moz (formerly SEOmoz), and asked her a few questions about her take on the inbound marketing industry, as well as some basic inbound marketing tips. She was also kind enough to share a special offer from Moz for our blog readers. Read on to learn more…
Q: How do you define “inbound marketing”?
A: All marketing activity designed to drive traffic to a website without using ads.
Q: How has the inbound marketing industry changed over the years and how do you see it evolving in the next few years?
A: Over the years, many people have tried to find loopholes in Google’s algorithm and exploit them for quick rankings. Naturally, Google is against this and has worked hard to combat these spammy practices. More and more, businesses are starting to view inbound marketing as part of their overall marketing strategy and not a “trick” or a quick fix. The most powerful inbound marketing practices overlap a lot of other areas of expertise, such as content marketing, brand building and social media.
Q: How does content quality impact a brand’s inbound marketing efforts?
A: Creating high quality content that people actually want to read, and actively seek out, is critical to any effective inbound marketing strategy.
Q: Who should be thinking about content performance?
A: I’d say anyone who is doing anything to a public-facing website should try to have at least a cursory knowledge of how what they do can impact the company’s inbound marketing program. This includes web content writers, developers, designers, and definitely marketers of all shapes and sizes. It’s important for business owners to understand how inbound marketing is impacting their bottom lines, as well, since search can be such a powerful tool to drive traffic and revenue. I think the time of being “just a web design house” or “just a social media firm” is coming to an end; nowadays it’s increasingly important to understand how your discipline interacts with others to create a brand experience online.
Q: Is there anything that a writer/content producer can do during the writing process to facilitate a brand’s inbound marketing strategy?
A: If you’re working with an inbound marketing agency or someone who helps with your brand’s content optimization, definitely talk to them regularly about their goals for the site and how content can serve your inbound marketing goals. They’d be the best person to talk to about what words to use and how to use them. Content optimization specialists can be a big resource for writers to get new topic ideas, too, since they are usually closely in tune with web traffic and usage data. They can tell you which topics users are interested in and which are most likely to drive more revenue and traffic – you get new ideas, the site gets new visitors, everyone wins!
Q: Can you leave us with 5 top inbound marketing strategy and content performance tips to ponder?
1. Deliver the best possible experience to users. Make sure your site is easy to navigate with high quality content, and professional design.
2. Ensure that pages on your site are all unique and structured for both search engines and human visitors alike.
3. Perform keyword research so that you are ranking for the “right” keywords. (Something InboundWriter can help you with!)
4. Links! Create a comprehensive link building strategy and execute on it. For example, you can use Open Site Explorer to analyze your links and discover which ones drive traffic to your site.
5. Measure and track success. Moz Pro / Moz Analytics are great resources to consider for this area. In fact, we have a special offer for InboundWriter blog readers to check out – a 60 day free trial of Moz Pro.