Written by 32One Media

Small Business Content Creation In 2023

Beginners Guide to Generating Inbound Leads

FREE Small Business Owners Guide to Content Creation

Inbound lead generation is a solution that can save your business from being that annoying, disruptive cold caller.

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Chapter 1:

The Power of Storytelling

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Inbound marketing has revolutionized the way businesses attract and engage customers. By creating valuable content tailored to your target audience's needs, you can naturally draw them to your brand, build trust, and convert them into loyal customers. At 32One Media, we've put together this ultimate guide to inbound marketing success, filled with best practices, tips, and tools for implementing effective strategies that will help grow your business.

What is inbound marketing?

Inbound marketing is a customer-centric approach that emphasizes attracting potential customers through relevant and valuable content, as opposed to pushing your products or services onto them. This strategy aims to establish trust and credibility by providing value and addressing the needs and interests of your target audience. By implementing inbound marketing, you can expect to attract more organic traffic, generate qualified leads, and improve your conversion rates.

Core Components of Inbound Marketing:

    1. Attract: The initial phase of inbound marketing focuses on drawing in the right audience by creating content tailored to their needs, interests, and pain points. Methods to attract potential customers include:

      a. SEO (Search Engine Optimization): Optimize your website and content with relevant keywords, meta tags, and internal links to improve search engine rankings and increase organic traffic.

      b. Content Marketing: Publish high-quality, valuable content, such as blog posts, e-books, and whitepapers, that addresses your audience's needs and interests.

      c. Social Media Marketing: Engage with your audience on various social media platforms, sharing valuable content and participating in conversations to build brand awareness and loyalty.

    2. Engage: Once you have attracted potential customers, engage with them by offering valuable solutions and nurturing their interest in your brand. Key engagement strategies include:

      a. Lead Generation: Create compelling offers, such as free resources or webinars, that entice visitors to share their contact information, generating leads for your business.

      b. Email Marketing: Develop personalized email campaigns to nurture leads, provide valuable content, and promote relevant offers.

      c. Marketing Automation: Utilize marketing automation tools to streamline and manage customer interactions, ensuring consistent and timely engagement.

    3. Delight: The final phase of inbound marketing is focused on exceeding customer expectations and turning them into brand advocates. To delight your customers:

      a. Personalization: Offer personalized experiences, content, and recommendations to make your customers feel valued and understood.

      b. Customer Support: Provide exceptional customer support through various channels, such as live chat, email, or phone, to resolve issues and answer questions promptly.

      c. Voice of Customer (VOC) Programs: Collect and analyze customer feedback to improve your products or services, and demonstrate your commitment to meeting their needs.

Measuring Inbound Marketing Success:

    1. Key Performance Indicators (KPIs): Establish KPIs to track the success of your inbound marketing efforts, such as website traffic, conversion rates, and lead generation.

    2. Analytics: Use analytics tools, like Google Analytics or HubSpot, to monitor the performance of your content, campaigns, and overall marketing strategy.

    3. Adjust and Optimize: Regularly review and analyze your inbound marketing data to identify areas for improvement, and refine your strategies accordingly.

By embracing the customer-centric approach of inbound marketing, you'll be able to connect with your target audience through relevant, valuable content, ultimately fostering trust, credibility, and long-term relationships. This approach not only attracts more organic traffic but also generates qualified leads and boosts conversion rates, driving overall business growth.

For an in-depth look at inbound marketing, check out these helpful HubSpot articles:

Chapter 2:

Content Creation and Strategy

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Content & Strategy: What You Need to Know

Content is at the heart of inbound marketing, as it forms the foundation upon which businesses attract, engage, and delight their target audience. By producing high-quality, relevant, and engaging content, you establish trust with your audience and position yourself as an expert in your industry. To effectively harness the power of content in your inbound marketing efforts, it is essential to understand the different types of content available, and develop a robust content strategy that aligns with your business goals.

Types of Content:

    1. Blog Posts: Blog posts are an excellent way to showcase your expertise, provide valuable information, and address your audience's pain points. Regularly publishing high-quality blog posts helps improve your website's SEO and drives organic traffic.

    2. E-books and Whitepapers: Long-form content, such as e-books and whitepapers, delves deeper into specific topics and provides detailed insights. This type of content can be used to generate leads by gating it behind a form that requires users to provide their contact information.

    3. Infographics: Visual content, such as infographics, can effectively communicate complex ideas and data in an easy-to-understand format. Infographics can be shared on social media platforms and embedded in blog posts to increase engagement.

    4. Videos: Videos are an increasingly popular content format that can help humanize your brand, showcase your products or services, and engage your audience with captivating storytelling.

    5. Podcasts: Podcasts offer an audio-based format that enables you to reach your audience on-the-go, discussing industry news, interviewing experts, or providing insights into various topics.

    6. Webinars: Webinars provide a platform for live, interactive presentations that can help educate your audience, generate leads, and position your brand as a thought leader.

    7. Case Studies: By showcasing real-world examples of how your products or services have benefitted clients, case studies can help to build trust and credibility with potential customers.

Developing a Content Strategy:

    1. Define your goals: Begin by outlining the objectives of your content strategy. These could include increasing brand awareness, generating leads, nurturing prospects, or driving sales.

    2. Identify your target audience: Understand who your ideal customers are and create buyer personas to help guide your content creation efforts. Tailor your content to address their unique challenges and pain points.

    3. Conduct a content audit: Review your existing content and identify gaps or areas where new content could be created to better serve your audience.

    4. Plan and create content: Develop a content calendar to schedule and manage the production of various content types. Ensure that your content aligns with your overall marketing strategy and supports your business goals.

    5. Optimize for SEO: Use relevant keywords, meta tags, and other on-page optimization techniques to improve your content's visibility on search engines.

    6. Promote and distribute: Leverage social media, email marketing, and other channels to share your content with your target audience.

    7. Measure and analyze: Regularly track the performance of your content and use analytics to assess its effectiveness. Refine your content strategy based on the insights gained to continually improve its impact on your business goals.

By understanding the different types of content and developing a comprehensive content strategy, you can harness the power of inbound marketing to establish trust with your audience, position yourself as an industry expert, and ultimately drive business growth.

HubSpot Articles on Content Creation and Strategy:

Chapter 3:
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What You Need to Know

Search Engine Optimization (SEO) is a set of techniques and practices that businesses and individuals can use to improve the visibility of their website and its content in search engine results pages (SERPs). It involves optimizing various elements of a website, including its structure, content, and meta tags, to make it more easily discoverable by search engines like Google, Bing, and Yahoo.

One of the primary goals of SEO is to increase organic traffic to a website. Organic traffic refers to the visitors that come to your website as a result of a search query they entered into a search engine. By optimizing your website and content for specific keywords and phrases that your target audience is searching for, you can increase the likelihood that your website will appear at the top of the search results, making it more likely that users will click through to your site.

SEO also plays a critical role in lead generation, as it helps businesses attract visitors who are already interested in their products or services. By optimizing your website and content to answer the questions and concerns of your target audience, you can position your business as a trusted authority in your industry, which can help to attract more high-quality leads.

In addition to increasing traffic and generating leads, SEO can also help to improve the overall user experience of your website. By optimizing your website's structure and content, you can make it more user-friendly and easier to navigate, which can help to reduce bounce rates and increase engagement.

5 Quick Tips to Improve SEO

    1. Conduct keyword research: Identify relevant keywords and phrases that your target audience is searching for, and optimize your website and content to include those keywords.

    2. Optimize your website's structure: Make sure your website has a clear and organized structure, with easy-to-use navigation and descriptive URLs that include keywords.

    3. Improve page speed: Use tools like Google PageSpeed Insights to identify and fix issues that may be slowing down your website, which can improve your search engine rankings.

    4. Build quality backlinks: Focus on acquiring high-quality backlinks from reputable websites in your industry, which can improve your website's authority and search engine rankings.

    5. Create quality content: Publish high-quality, relevant, and engaging content on a regular basis, which can help to attract more organic traffic and improve your search engine rankings.

Overall, SEO is a critical aspect of digital marketing that can have a significant impact on the success of your business. By understanding the key elements of SEO and implementing effective strategies, you can improve the visibility of your website, increase organic traffic, generate more leads, and improve the user experience for your audience.

Here are a few helpful articles on SEO from HubSpot:

Chapter 4:
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A Key Component of Inbound Marketing Strategy

In today's digital landscape, social media marketing has become an essential aspect of any successful inbound marketing strategy. Inbound marketing focuses on attracting potential customers to your brand by creating and sharing valuable content that addresses their needs, interests, and pain points. Social media platforms provide an excellent opportunity for businesses to connect with their target audience, build relationships, and drive organic traffic to their websites. In this article, we will discuss the role of social media marketing in an overall inbound marketing strategy and how to effectively leverage its benefits.

  1. Building Awareness and Brand Identity

Social media platforms offer businesses a unique opportunity to establish and strengthen their brand identity. By consistently sharing relevant and engaging content, companies can build awareness, showcase their expertise, and create a brand persona that resonates with their target audience. To make the most of this opportunity, it's essential to identify your brand's voice, values, and visual identity, and ensure that they are consistently reflected across all social media channels.

  1. Attracting and Engaging Your Target Audience

One of the primary goals of an inbound marketing strategy is to attract potential customers by providing valuable content. Social media platforms are perfect for sharing blog posts, articles, videos, and other content that appeals to your target audience. By using a mix of organic and paid social media strategies, you can optimize the reach of your content and engage with your audience more effectively.

  1. Encouraging Social Sharing and Word-of-Mouth

Social media platforms allow users to share content easily, which can significantly increase the visibility of your brand. By creating content that is shareable and engaging, you can encourage your followers to share your posts with their network. This social sharing helps amplify your brand message and can lead to valuable word-of-mouth referrals.

  1. Leveraging User-Generated Content

User-generated content (UGC) is any form of content created by your audience and shared on social media platforms. By encouraging your followers to share their experiences, stories, or reviews related to your brand, you can foster a sense of community and create social proof. Showcasing UGC in your marketing campaigns not only validates your brand's value but also helps to drive more traffic and potential customers to your website.

  1. Tracking and Analyzing Performance

Measuring the performance of your social media marketing efforts is crucial to understanding their impact on your overall inbound marketing strategy. Regularly tracking and analyzing key metrics such as engagement, reach, and conversions will enable you to fine-tune your social media strategy, improve your content, and optimize your efforts to achieve better results.

Incorporating social media marketing into your inbound marketing strategy is essential for businesses looking to build brand awareness, engage with their target audience, and drive organic traffic to their website. By following these best practices, you can successfully leverage the power of social media to achieve your marketing goals.

For a deeper dive into social media marketing please check out this helpful HubSpot resources:


Chapter 5:

Email Marketing

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Connect with Customers to Drive Revenue

Email marketing is a crucial aspect of inbound marketing that enables businesses to connect with their customers, build brand awareness, and drive revenue. When executed correctly, email marketing can be a powerful tool to nurture leads, convert prospects into customers, and retain existing customers.

1. Email marketing is an effective tool for businesses to stay in touch with their customers and build lasting relationships. Unlike social media, where algorithms can limit the visibility of your content, email marketing ensures that your message reaches your subscribers directly.

To make email marketing campaigns effective, businesses need to have a strong understanding of their target audience. This includes knowing their pain points, interests, behaviors, and demographics. By segmenting your email list and creating targeted campaigns, you can deliver more personalized messages that resonate with your subscribers.

Effective email marketing campaigns require clear messaging that communicates the value of your products or services. Businesses should use a clear and concise language that speaks directly to their subscribers' needs and interests. This messaging should be consistent across all emails, creating a cohesive brand voice that resonates with your subscribers.

Email marketing content should be engaging, offering value to your subscribers beyond just promotional messages. This can include educational content, industry news, user-generated content, and more. By providing valuable content, businesses can build trust and credibility with their subscribers, making them more likely to engage with future campaigns and make purchases.

2. Email marketing automation is a powerful feature that can save time and resources for businesses while still providing personalized experiences for customers. With automation, businesses can set up a series of automated emails triggered by specific actions taken by subscribers. These actions can include signing up for a newsletter, making a purchase, or abandoning a shopping cart.

Automation allows businesses to deliver personalized messages to their subscribers at the right time. For example, a welcome series can be triggered when a subscriber signs up for a newsletter, providing them with a warm welcome, introducing them to the brand, and offering them valuable content. A series of follow-up emails can then be triggered to further engage subscribers and move them through the sales funnel.

Another example of email marketing automation is triggered campaigns. Triggered campaigns are set up to respond to a specific action taken by a subscriber, such as abandoning a shopping cart or downloading a whitepaper. These campaigns can help to re-engage subscribers who may have lost interest or may have gotten distracted.

Businesses can also use automation to segment their email list based on subscriber behavior and interests. This allows businesses to send targeted messages to specific groups of subscribers, increasing the chances of conversions and improving the overall customer experience.

Email marketing automation allows businesses to scale their email marketing efforts without adding more resources. By automating repetitive tasks, businesses can save time and focus on creating high-quality content that engages their subscribers and drives revenue.

3. HubSpot workflows are a powerful example of email marketing automation that enable businesses to set up complex automation sequences, triggered by user behavior or data, to deliver personalized and relevant emails. Workflows can be used to automate a variety of tasks, including lead nurturing, onboarding campaigns, and re-engagement campaigns.

One of the main advantages of HubSpot workflows is that they allow businesses to segment their email list based on subscriber behavior and demographics. This segmentation enables businesses to send targeted messages to specific groups of subscribers, increasing the chances of conversions and improving the overall customer experience.

For example, businesses can set up workflows to automatically send follow-up emails to subscribers who have downloaded a particular whitepaper or made a purchase. These follow-up emails can include personalized recommendations or offers based on the subscriber's interests and past behavior.

HubSpot workflows can also be used to automate lead nurturing campaigns, where businesses can deliver targeted messages at specific stages of the buyer's journey. This includes sending targeted messages to subscribers who have recently signed up for a newsletter or downloaded an ebook. These workflows can help to move subscribers through the sales funnel and increase the chances of conversions.

Another powerful feature of HubSpot workflows is their ability to trigger automation based on user behavior or data. For example, businesses can set up workflows to automatically send personalized emails to subscribers who have abandoned their shopping cart, encouraging them to complete their purchase.

4. To make email marketing campaigns successful, businesses need to track and analyze the metrics that matter most. These metrics provide valuable insights into the effectiveness of email campaigns and help businesses make data-driven decisions to optimize their email marketing efforts. Here are some key metrics that businesses should track and analyze:

    • Open rates: Open rates refer to the percentage of subscribers who open an email. High open rates indicate that the subject line and sender name are compelling enough to encourage subscribers to open the email. Low open rates may indicate that the subject line needs improvement or that subscribers are no longer engaged with the content.

    • Click-through rates (CTR): CTR measures the percentage of subscribers who clicked on a link within an email. High CTRs indicate that the content of the email is engaging and relevant to the subscriber. Low CTRs may indicate that the email content is not resonating with the subscribers, or that the links are not prominent enough.

    • Conversions: Conversion rates measure the percentage of subscribers who took the desired action after clicking on a link within an email. This could include filling out a form, making a purchase, or downloading a whitepaper. High conversion rates indicate that the email content is effective in driving the desired action.

    • Subscriber growth: Subscriber growth measures the rate at which new subscribers are joining the email list. High subscriber growth indicates that the email list is healthy and growing, while low subscriber growth may indicate that the content is not compelling enough to attract new subscribers.

By tracking and analyzing these metrics, businesses can gain insights into what is working and what needs improvement in their email marketing campaigns. These insights can be used to optimize future email campaigns for better results. For example, if open rates are low, businesses can test different subject lines to see which ones resonate better with subscribers. If click-through rates are low, businesses can experiment with different content formats, such as video or interactive content, to increase engagement.

In conclusion, email marketing is a powerful tool for businesses looking to connect with their customers, build brand awareness, and drive revenue. Automation, specifically through the use of HubSpot workflows, can help businesses save time and resources, while still providing personalized experiences for their customers. By tracking and analyzing email marketing metrics, businesses can optimize future campaigns and improve overall marketing efforts.

If you're interested in learning more about email marketing and automation, check out these HubSpot resources:

Chapter 6:

Metrics and KPIs

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What You Need to Know

Inbound marketing is all about creating valuable content and experiences that are tailored to your target audience. By attracting, engaging, and delighting your potential customers, you can build trust, credibility, and ultimately drive business growth. However, to ensure the success of your inbound marketing strategy, you need to measure the right metrics and key performance indicators (KPIs). In this guide, we'll dive deep into the world of inbound marketing metrics and KPIs, helping you understand which ones are essential and how to track them effectively.

  1. Website Traffic Metrics

Website traffic is a crucial indicator of your inbound marketing efforts. By monitoring the number of visitors, their behavior, and the channels driving traffic, you can optimize your strategy to reach your target audience better. Key website traffic metrics include:

  • Total website visits
  • New vs. returning visitors
  • Traffic sources
  • Bounce rate
  • Time on site
  • Pageviews
  1. Conversion Metrics

A successful inbound marketing campaign aims to convert website visitors into leads and, ultimately, customers. These metrics help you understand how effective your content is at moving prospects through the buyer's journey. Key conversion metrics include:

  • Conversion rate
  • Click-through rate (CTR)
  • Cost per lead (CPL)
  • Cost per acquisition (CPA)
  • Customer acquisition cost (CAC)
  • Landing page conversion rate
  1. Lead Generation Metrics

Generating quality leads is vital for the success of any inbound marketing campaign. By tracking lead generation metrics, you can identify areas of improvement and optimize your marketing efforts. Key lead generation metrics include:

  • Total leads generated
  • Marketing-qualified leads (MQLs)
  • Sales-qualified leads (SQLs)
  • MQL to SQL conversion rate
  • Lead nurturing rate
  • Lead-to-customer conversion rate
  1. Engagement Metrics

Engagement metrics help you measure the effectiveness of your content and how well it resonates with your target audience. By understanding which content performs best, you can refine your strategy to create more compelling content that drives results. Key engagement metrics include:

  • Social media shares
  • Comments
  • Likes
  • Time spent on content
  • Scroll depth
  • Video views
  1. Customer Retention Metrics

Inbound marketing doesn't stop with acquiring new customers; it's also about delighting existing customers and turning them into promoters of your brand. Tracking customer retention metrics can help you ensure long-term customer satisfaction, loyalty, and growth. Key customer retention metrics include:

  • Customer retention rate
  • Customer lifetime value (CLV)
  • Net promoter score (NPS)
  • Churn rate
  • Repeat purchase rate

By understanding and tracking the right inbound marketing metrics and KPIs, you can gain valuable insights into your campaign's performance and make data-driven decisions to optimize your marketing efforts. Ensure you're monitoring and analyzing these metrics regularly to stay ahead of the curve and achieve your inbound marketing goals.

Here are some helpful HubSpot resources on inbound metrics:

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