The Changing Landscape of Inbound marketing

2 years ago

The changing landscape of inbound marketing

A few years ago, content on your website used to be an ‘inbound magnet’ for your target audience. Links on social platforms, such as Facebook and Twitter, attracted people to your website. Nowadays, the landscape of inbound marketing is changing.


What is inbound marketing?

Inbound marketing is a strategy that utilizes all forms of pull marketing. Instead of ‘finding’ new customers and spreading your marketing message, inbound marketing has the power to give your potential client the information and content that they are looking for at the exact point that they need it. The goal of inbound marketing is to attract high potential customers to your website and to create brand awareness. Forms of inbound marketing are videos, blogs, newsletters, downloadable PDFs, eBooks etc.

One of those ‘inbound tools’ used to be social media marketing. Content on your website was a ‘magnet’ for your relevant target audience. Website links on your Facebook and Twitter pages attracted potential customers to your site.


The landscape of inbound marketing has changed

During the past few years, social media platforms like Facebook and Twitter, started focussing more on content. They are not trying to generate new leads for your website, they are trying to collect more personal information so advertisers have the opportunity to display targeted ads.

Nowadays, social media platforms are content channels optimizing ‘dwell’ time. They don’t want links, they want content, so your inbound leads dry up. A few years ago, social media platforms were happy to have links to great content on your website, now they want the full content. 

Facebook started showing their own videoplayer so you are no longer embedding the videos from your own website. Youtube is focussing on subscriptions and ‘Channels’ to keep you and your target audience on their platform. They are transforming themselves into entertainment and news platforms, because they want your audience to spend time on their platform instead of your website.

No content creator should be happy about this development. If your focus was to utilize your social media channels to distribute content links to attract people to your website or blog, then the best way to increase your exposure would now be to actually post the full content to your social media page.

That means those social posts are no longer driving your audience to your site like you used to. Instead your inbound traffic is now moving to Facebook, Twitter, LinkedIn and Youtube.


OTT Television; Your new inbound magnet

The solution would be to have a highly attractive web platform, with lots of interesting videos and daily new content, a website that would be more interesting to spend  ‘dwell time’ on than e.g. Facebook. In other words; the solution is to start your own over-the-top(OTT) TV Channel.

OTT (over-the-top) refers to delivering video content over the internet, without the use of any cable infrastructure, in other words; Cloud TV. Because of this, your own online TV channel is available on all smart devices, and enables you to reach, engage, convince and bind your target audience. This enables you to create and manage your own inbound magnet. 

Now you are able to create your own social videoplatform, fully focussed on your target audience. There are countless ways to activate and involve viewers into your programming. With your personalised mobile applications, viewers are able to submit their own videos or even live-stream directly to your online channel. You can even add unique interactive functionality to your video content.

All of this offers a great opportunity to interact with your viewers and to involve them with your company or brand. Reshape your inbound marketing strategy, and harvest your relevant audience from your social media platforms with a rich over-the-top television channel (OTT) that offers content marketing 3.0. 




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