Content and the customer: inbound ad strategies gain traction

• Published in: The Journal of business strategy Vol. 42; no. 1; pp. 3 - 12
• Main Authors: Lehnert, Kevin, Goupil, Sarah, Brand, Pete
• Format: Journal Article
• Language: English
• Published: Boston Emerald Publishing Limited 04.01.2021; Emerald Group Publishing Limited
• Subjects: Advertising; Audiences; Business communications; Consumers; Content creation; Customers; Demographics; Emotions; Market strategy; Marketing; Social networks; Conceptual; Business strategy; Content creation; Social media; Buyer persona; Inbound marketing
• ISSN: 0275-6668; 2052-1197
• DOI: 10.1108/JBS-12-2019-0243

Purpose Marketing has radically changed in the past few years. With the rise of digital marketing, search technology, blogging and podcasts, consumer access to information and content has exploded. This paper aims to provide a critical look at one aspect of this change, inbound marketing and the creation of content to drive engagement. Inbound marketing differs from traditional marketing by pulling customers to the firm, as opposed to reaching out through traditional advertising. Design/methodology/approach This study provides an overview of inbound marketing and illustrate three views of inbound marketing: digital, social and content marketing. Findings The study highlights the importance of consumer personae, critical content creation and customer strategies. Practical implications The study concludes with a look to the future of inbound marketing and clear guidelines for developing an inbound strategy, including understanding the buyer personas, strategic analysis and a formulized plan for inbound content creation. Originality/value This work combines traditional theoretical research and analysis to provide a comprehensive and clear illustration of what inbound marketing is and where it can be used in both business strategy and academic research.