How to Create a Content Strategy for Inbound Marketing

Jun 3, 2024 | Latest, Content Marketing, Marketing Tips

How to Create a Content Strategy for Inbound Marketing

If you own a small business, you know how hard it can be to stand out. It all comes down to increasing your visibility, and there are many ways to do this. One strategy is to create valuable content. It’s not just about selling your products or services – it’s about connecting with your potential customers and building relationships. It starts with understanding how to create a content strategy for inbound marketing to grow your business. 

In this blog, we look closer at how you can create a content strategy and generate content ideas that will resonate with your audience.

What is Inbound Content Marketing?

Inbound marketing focuses on attracting and engaging your target audience by offering them valuable content. It’s different from traditional outbound marketing because it doesn’t interrupt customers with promotional messages. Instead, it provides solutions and addresses the needs of potential customers organically.

There are three ways to do this:

1. Attract: The goal is to get the right people to notice your business by creating high-quality content that speaks directly to their interests and problems. Showing you understand what they’re going through and offering solutions to their problems builds trust and credibility.

2. Engage: Once the right audience is attracted to your business, the next step is to keep them engaged. This means providing even more value by offering insights, advice, and solutions tailored to their needs. Build relationships with your audience and demonstrate that you’re there to help increase the chances of converting them into paying customers.

3. Delight: Getting the sale is just the beginning. To succeed with inbound marketing, provide ongoing support, resources, and value to help them get the most out of your product or service.

By going above and beyond to make your customers happy, you can turn them into loyal fans who spread the word about your business to their friends and family.

content strategy for inbound marketing

The Role of Content in Inbound Marketing

Inbound marketing is about attracting customers to your brand instead of pushing your message onto them. The success of this strategy relies heavily on creating informative and engaging content for your target audience.

Similar to creating a content marketing strategy, inbound marketing strategies depend on important elements to keep your audience interested and support your brand’s growth:

Relevance is Crucial

Your content must directly address your target audience’s needs, desires, and challenges. It’s not enough to produce content; it must provide solutions and insights that truly matter to your readers.

Quality is Essential

To stand out, create quality content that will capture attention. Your content must be well-researched, expertly written, and visually appealing to stand out and maintain a competitive advantage.

Distribution is Vital for Visibility

Even the most outstanding content can go unnoticed. Use strategies like:

  • SEO to help your content rank high in search engine results
  • Sharing on social media to increase exposure
  • Email marketing to build relationships 

These strategies will help maximise reach and audience engagement. Combining strategies like these allows you to create valuable content that positions your brand as a trusted authority in your industry. As a result, potential customers are naturally drawn to your business.

But, to achieve the best results, it’s essential to have a deep understanding of the different types of inbound marketing content you can use.

Types of Content for Inbound Marketing

Short-form Video

Short-form videos are powerful if you want to grab your audience’s attention quickly.

These brief, engaging clips are perfect for sharing on social media platforms like TikTok, Instagram Reel, or YouTube Shorts. Use them to deliver a concise message or showcase your product or service in a fun or informative way.

Focus on attention-grabbing headlines, snappy editing, and straightforward storytelling to make your short-form videos stand out. 

We love and use Descript to turn long-form videos into short-form videos fast. You can easily import your video, slice it into different segments, and add captions and music.

Descript makes this process simple and easy, allowing for the creation of large amounts of valuable content in a short amount of time. 

Click here to learn more about Descript.

content strategy for inbound marketing

Long-form Blog Posts

Establish yourself as a thought leader in your niche by creating optimised blog posts. These detailed articles allow you to dive deep into a specific topic and offer solutions.

Not only do long-form blog posts help build credibility, but they also drive organic traffic to your website through search engine optimisation (SEO).

Consider adding multimedia elements like images, infographics, and videos to your posts to keep your readers engaged. 

When using this strategy, always create an SEO strategy and do SEO research to help you write articles that will give you the best chance to get ranked.

Oftentimes, we see clients write blogs and load them onto their websites without any SEO in mind. This results in a lot of your hard work failing to produce results. 

Instead, have a blog strategy. Do SEO keyword research, find search terms with low competition and write articles that will rank.

We love tools like Semrush to find low-competition keywords, Rank IQ to help write fully optimised blogs that get ranked on page 1 of Google, and writing tools like Grammarly.

Content Marketing vs Email Marketing

Short-form Articles

Short-form articles are a great option when you need to deliver valuable information or insights on a particular topic quickly.

These concise pieces of content are perfect for platforms like LinkedIn, Facebook Group, Facebook Page, online magazines, or email newsletters, where your readers will likely be short on time. 

Use short-form articles to address trending topics or timely issues efficiently. Use catchy headlines, eye-catching visuals, bullet points, and subheadings to make your articles more readable and engaging.

content strategy for inbound marketing

Case Studies

Have you ever wondered how other businesses have solved problems or achieved excellent results using a particular product or service? That’s where case studies come in!

These detailed stories showcase real-life examples of how a brand has made a difference for its customers or clients. Case studies are an excellent way for your brand to build trust, show off your expertise, and demonstrate the value you bring to the table.

Success Stories

Also known as customer success stories or testimonials, these inspiring tales highlight satisfied customers’ or clients’ positive experiences and outcomes.

Your target audience gets to read personal anecdotes, quotes, and testimonials from past clients who have benefited from using your products or services.

These stories prove that your brand delivers on its promises and can help them make informed purchasing decisions. 


Hosting webinars can be an excellent way to engage with your target audience and establish yourself as a leader in your industry.

You can attract potential customers and nurture relationships by providing valuable, informative content that addresses your audience’s pain points, interests, or questions. When planning your webinars, choose topics that align with your expertise and your target audience’s needs. 

Do SEO research with tools like Semrush or Keywords Everywhere to find the types of questions your audience is asking. This will help you identify a webinar topic that will resonate with your audiences’ needs.

content strategy for inbound marketing

Promote your webinars through email campaigns, social media channels, and website landing pages to maximise attendance.

Encourage interaction through Q&A sessions, polls, and live chat during the webinar to increase engagement and build a sense of community.

Then, turn your webinar into an evergreen model by creating a marketing funnel to reach your ideal audience 24/7.

how to use pinterest for beginners


Livestreams are a great way to connect with your audience in real-time. You can interact with your viewers through comments, likes, and shares by broadcasting live video content on platforms like Facebook Live, YouTube Live, or Twitch. 

This helps build a sense of community and authenticity. Livestreams are versatile and can be used for product launches, behind-the-scenes content, Q&A sessions, or virtual events. 


Ebooks are digital publications that provide comprehensive information on a specific topic. They are more in-depth than blog posts or articles and can be used as lead magnets to capture contact information such as email addresses and generate new leads.

To create an ebook, you can repurpose existing content or create new content that addresses your audience’s needs and interests. Focus on designing an attractive layout, incorporating multimedia elements, and optimising for readability across devices.

You can use a tool like Canva to create your ebook with their incredible library of designs. 

how to use pinterest for beginners


You know what they say – a picture is worth a thousand words. That’s where infographics come in!

These visual representations of information, data, or knowledge combine text, images, and graphics to break down complex concepts or statistics into easily digestible, visually appealing formats.

Infographics are perfect for sharing on social media, enhancing your blog posts, or spicing up your presentations. Plus, they’re highly shareable, making them a great way to expand your reach and engage your target audience.

Using Canva to design your infographic with one of their templates makes creating content easy and fast. 

    Email Content

    Email content is a powerful tool that allows you to communicate directly with your subscribers, nurture leads, build relationships, and drive conversions. Focus on creating compelling subject lines that entice your audience to open your emails. 

    email content strategy

    Segment your email lists based on subscribers’ preferences and behaviours to deliver targeted, relevant content. Optimise your emails for mobile responsiveness and deliverability to ensure your messages reach your audience’s inboxes.

    Use tools like MailerLite or Active Campaign to bring your email marketing to life.

    content strategy for inbound marketing

    Social Media Content

    Social media platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest offer many opportunities to engage and entertain your audience.

    You can create compelling social media content with tools like Canva to create images, videos, and interactive elements. Diversify your content formats and topics to keep your audience interested and encourage user-generated content to build a sense of community. 

    content strategy for inbound marketing

    Use tools like ClickUp or Trello to develop a content calendar that helps you plan and organise your posts to maximise your impact.

    Then, use a social media scheduling tool, like Later or Metricool, to help you schedule social media content ahead of time. These tools allow you to stay on track and plan with ease. 

    Pinterest vs Instagram

    White Papers

    White papers can effectively establish your expertise if you’re targeting a B2B audience. These in-depth reports or guides explore complex issues, trends, or technologies relevant to your industry, offering expert analysis, insights, and recommendations.

    To maximise the impact of your white papers, conduct thorough research, write clearly and concisely, and focus on addressing your audience’s pain points and informational needs. Consider turning your white papers into a lead magnet and building a marketing funnel to help you build your email list. 

    User Generated Content

    Harness the power of user-generated content (UGC) to build trust and credibility with your target audience. UGC includes any content created and shared by your customers or fans, such as reviews, testimonials, photos, videos, or social media posts.

    This type of content serves as authentic word-of-mouth marketing, helping you create brand advocacy and enhance social proof. To effectively leverage UGC in your inbound marketing campaigns, encourage and incentivise your customers to create and share content related to your brand.

    Showcase this content on your branded channels and actively engage with users by liking, commenting, and sharing their posts.

    How-to Guides

    Creating how-to guides is an excellent way to provide practical value to your target audience while positioning your brand as a helpful resource and authority in your industry.

    These instructional documents or tutorials offer step-by-step guidance, tips, and advice for completing a specific task, solving a problem, or mastering a skill.

    When developing how-to guides, consider the most appropriate format for your audience, such as blog posts, ebooks, videos, or social media posts.

    Focus on creating visually appealing layouts, incorporating multimedia elements, and addressing common pain points to make your guides more engaging and effective. 

    FAQ Guides

    FAQ guides are valuable for addressing common questions, concerns, and inquiries from potential clients/customers. Providing clear, concise answers to frequently asked questions can help resolve doubts, clarify product or service features, and streamline your customer support process.

    Consider publishing your FAQ guides on your website, including them in product documentation, or distributing them through email newsletters to provide solutions and enhance the overall customer experience. 


    Podcasts can be a powerful tool for connecting with your target audience on a deeper level. These digital audio programs allow you to share your expertise, tell stories, conduct interviews, or lead discussions on topics that matter to your listeners.

    When creating podcasts, plan engaging topics that align with their interests and needs. Consider inviting guest speakers or experts to add variety and credibility to your episodes.

    To grow and sustain your podcast audience, promote your episodes across multiple channels, such as social media, email newsletters, and your website.

    content strategy for inbound marketing

    Step 1: Identify Your Marketing Goals and Objectives

    Creating a Content Strategy for Inbound Marketing

    Setting clear marketing goals is the foundation of your content strategy. Start by defining specific, measurable, achievable, relevant, and time-bound (SMART) goals.

    This framework will help you create a roadmap for your inbound marketing strategy and help you identify your strengths, weaknesses, opportunities, and threats (SWOT analysis).

    With this information, you can define specific objectives aligning with your goals. Consider brand awareness, lead generation, website traffic, sales, and customer engagement.

    Also, establish key performance indicators (KPIs) to track your progress effectively. These metrics could include website traffic, social media engagement, or other relevant data points.

    By monitoring these KPIs, you’ll gain valuable insights into the effectiveness of your content strategy.

    content strategy for inbound marketing

    Step 2: Identify Your Target Audience

    After setting your marketing goals, the next important step is identifying your target audience and buyer persona. Knowing who you’re creating content for is essential to the success of your marketing efforts.

    Start by analysing your audience’s demographics, such as age, gender, location, income level, education, and occupation. These details give you a clear picture of your audience and help you tailor your content to their specific characteristics.

    Next, understand your audience’s psychographics, such as attitudes, interests, lifestyles, values, and behaviours. This deeper understanding reveals what motivates your audience and drives their decision-making process. With these insights, you can create content that resonates with them.

    Combining demographic and psychographic information allows you to develop targeted content that grabs your audience’s attention and forms meaningful connections. This approach ultimately leads to higher engagement and conversion rates.

    The next step is identifying relevant topics to your niche and catering to your target audience’s interests and pain points.

    One way to do this is by exploring community forums like Facebook groups, Quora, and Reddit or using tools like Semrush and Answer the Public. These platforms allow you to understand your audience and what they are asking.

    content strategy for inbound marketing

    Step 3: Brainstorm Topics

    When brainstorming topics, consider your products or services and how they can address your target audience’s needs and challenges. Incorporate your brand’s values into your content topics, as this adds an authentic touch and helps create a deeper connection with your audience.

    To keep your content creation process organised and efficient, use tools like ClickUp or Trello for content management. These platforms make it easy to collaborate with your team, assign tasks, and keep everything on track.

    content strategy for inbound marketing

    If you are stuck identifying potential blog ideas, try using HubSpot’s Blog Ideas Generator. This tool can help spark creativity and generate fresh blog topics tailored to your audience’s preferences. 

    Combining these strategies and tools allows you to create a dynamic content ideation process that consistently engages your audience and strengthens your brand’s relationship with them.

    content strategy for inbound marketing

    Step 4: Keyword Research

    To optimise your content for search engines and improve visibility, it’s important to conduct keyword research. This process helps you identify the words and phrases your target audience uses when searching for topics related to your niche.

    Tools like Google Keyword Planner, Keywords Everywhere and Semrush can benefit this process. These tools offer valuable insights into search trends and user behaviour and provide low-competition keywords relevant to your content.

    By strategically incorporating these keywords into your blog posts, articles, and other content pieces, you can improve your search engine rankings and drive more organic traffic to your website.

    content strategy for inbound marketing

    Step 5: Content Audit and Analysis

    If you already have a lot of content, taking a step back and conducting a content audit and analysis is essential. This process will help guide your content strategy and ensure you maximise your existing material and repurpose it where possible.

    Start by thoroughly reviewing your content library and identifying your top-performing content. These will indicate the type of content resonating with your audience, driving engagement and conversions.

    On the flip side, it will also help you pinpoint the content that isn’t performing as well as you’d like.

    For your high-performing content, consider ways to repurpose it to extend its reach and impact. Repurposing content is a smart way to maximise effectiveness while saving time and resources. 

    For example, you could turn a long video into shorter clips or reels for platforms like Instagram, TikTok, or YouTube, attracting new audiences to your brand. A tool like Descript to simplify audio and video editing can make this process incredibly fast and easy. 

    Step 6: Choose Distribution Channels

    After carefully creating and optimising your content, the next step is selecting the right distribution channels.

    The success of your content strategy depends not only on the quality of your content but also on how effectively you share it with your target audience.

    Start by identifying the platforms where your ideal customers are most active. Include social media sites like Facebook, Instagram, Twitter, or LinkedIn, as well as industry-specific forums and communities. 

    Don’t forget about email marketing campaigns, which allow you to reach subscribers directly and build relationships over time. You can also collaborate with influencers or industry partners to expand your reach and tap into new audiences.

    The key is distributing your content strategically, ensuring it reaches the right audience at the right time and in the most effective format.

    To save time when publishing your content, consider automating tasks whenever possible. For example, Metricool is a social media scheduler that can automate the scheduling of your posts and seamlessly integrate with your blog content. 

    Automation tools like Metricool can optimise efficiency, save time, and deliver consistent content across multiple channels.

    content strategy for inbound marketing

    Step 7: Create a Content Workflow

    Streamline your content creation process by establishing a structured workflow and defining clear steps for creating, managing, and distributing content.

    First things first: define your objectives and target audience. This helps ensure your content aligns with your goals and speaks directly to the people you want to reach.

    Next, identify the key players involved in the content creation and assign clear roles and responsibilities. This keeps everyone accountable and ensures the process runs like a well-oiled machine.

    Your content workflow should include several key stages:

    1. Generate Ideas: Brainstorm and generate fresh ideas for content that aligns with your objectives and resonates with your target audience.

    2. Create: Create your content, whether writing blog posts, designing eye-catching infographics, or producing engaging videos.

    3. Review: Before you hit “publish,” take a step back and assess the quality and relevance of your content. Check for errors and gather feedback to make improvements.

    4. Publish: Distribute your content across your chosen channels, such as your website, social media platforms, or email newsletters.

    Set clear guidelines and timelines for each workflow stage to keep everyone on track.

    Consider using project management tools like ClickUp or Trello to help you assign tasks, set deadlines, and track progress, making it a breeze to manage your content creation process from start to finish.

    email content strategy

    Step 8: Monitoring & Analysis

    Monitoring and analysing your content’s performance is essential for understanding what’s working and what’s not. By closely monitoring key metrics, you can make informed decisions to optimise your content strategy and achieve better results.

    First, identify the metrics that matter most to your business goals. These include engagement rates, conversion rates, website traffic, or social media reach.

    Set up analytics tools like Google Analytics or social media analytics platforms to gather data across your various content channels.

    content strategy for inbound marketing

    Regularly monitor these metrics to give you a clear picture of how your content is performing and whether it’s meeting your objectives.

    But don’t just collect data – take the time to analyse it thoroughly. Look for trends and patterns that provide insights into your audience’s behaviour and preferences.

    Consider techniques like A/B testing, where you compare two versions of a piece of content to see which performs better. 

    By consistently monitoring and analysing your content’s performance, you can make data-driven decisions to refine your strategy, optimise your efforts, and maximise your return on investment. 

    Final Thoughts

    To increase visibility and build brand authority, having a content strategy is the foundation of successful inbound marketing.

    When you create content that is valuable, relevant, and engaging, it helps your brand attract your target audience. You can build trust and establish long-lasting relationships by consistently providing content that solves their problem or answers their questions.

    To succeed with inbound marketing, create exceptional content that genuinely helps your audience. Then, use that data to improve and optimise your approach continuously.

    By doing this, you’ll be well on your way to standing out in the crowded digital space and achieving your marketing goals.

    how to use pinterest for beginners

    Next Steps

    Are you ready to take your brand to the next level and make a real impact?

    Our team has the skills and creativity to develop content that grabs your audience’s attention and communicates your brand message across different channels.

    We can help with your social media marketing or blog creation to manage your podcast, YouTube channel or email marketing. Our goal is to help your brand stand out.

    Book a call with us today to learn more!

    Disclosure: Some of the links in this post are ‘affiliate links.’ This means if you click on the link and purchase the item, we will receive an affiliate commission.


      30 types of lead magnets
      digital marketing for small business
      digital marketing for women
      best digital marketing tools

      You May Also Like



      Submit a Comment

      Your email address will not be published. Required fields are marked *

      social media management services Australia


      Looking for the best digital marketing tools to help you grow your business? Get access to our FREE guide to kickstart your online marketing.

      Subscribe to our newsletter & receive digital marketing tips. We respect your privacy. You can unsubscribe at anytime.

      Success. Please check your inbox!