Reality: Here’s what goes into an excellent inbound strategy: SEO-backed strategy, persona and competitor research, creative thinking, lead scoring, workflow analysis, content creation, CRM integration, usability/design decisions, different content formats, performance tracking, promotion strategies, etc.
While in-depth white papers could play a role in your strategy, you should only include them if your research indicates them as a priority. “Content” is not one thing. Content can be anything from a series of 30-second explainer videos to 5,000-word research reports. Figure out what questions need answers, where your customers spend time online, and what’s ranking for competitors, and you have a recipe for inbound marketing success.