РОЛЬ КОНТЕНТ МАРКЕТИНГУ В РАМКАХ INBOUND МАРКЕТИНГУ

Abstract

This article explores the shift from outbound marketing to inbound marketing, with a specific focus on the concept of content marketing. Outbound marketing, characterized by mass advertising, lacked selectivity in targeting recipients. Its drawbacks included high costs and low effectiveness, as it targeted a broad audience that might not be interested in the company's products. This approach was one-sided, lacked customer communication, and focused on product features and persuasive arguments for purchasing. In 2005, the concept of inbound marketing was introduced, emphasizing the attraction of potential customers through valuable content that encourages them to engage with the company and increases the likelihood of conversion. The term "content marketing" combines "content," referring to the material or information contained on a specific resource, and "marketing," which involves managing the market to provide consumer value and satisfy their needs. The authors argue that the customer's needs should be the primary focus of content marketing, as the content should provide independent value to them. However, businesses have their own goals, and content marketing should align with these objectives to be implemented effectively. There are three approaches to defining "content marketing": as a part or synonym of inbound marketing, as inbound marketing being a part of content marketing, or as a standalone phenomenon. Most publications equate these two approaches, considering content marketing an integral part of inbound marketing. English-speaking authors often perceive content marketing as a means of attracting the right qualified potential clients by creating and distributing relevant, valuable content. In contrast, inbound marketing is seen as a broader approach involving precise tools such as programming, analytics, marketing automation, and a wider range of methods to encourage visitors to take specific actions. This article also highlights the differences in the objectives and content of inbound marketing and content marketing. While inbound marketing aims to convert users into buyers, content marketing focuses on transforming them into potential consumers. Furthermore, the scope of inbound marketing is broader compared to content marketing.