CEO Mullen Lowe Brazil comments on the pitfalls of content and inbound marketing

An old maxim “advertising is the soul of business” is seen to be gaining a companion: “content is the soul of business.” More and more companies are becoming skillful at content marketing, with her partner, inbound marketing on Facebook. Entrepreneurs expect to get great results depending on the strategy to solve their problems. But we need to understand first the difference between content marketing and inbound marketing.

José Borghi, the CEO of Mullen Lowe Brazil, formally known as Borghi Lowe, say that inbound marketing is an approach to attract audiences by providing a material that will solve their difficulties, that is, delivering relevant content. That way the brand gets to be trusted by customers.

On the other hand, content marketing joins this process by constructing the relevant material. If it succeeds, the client will make a purchase or contract service according to Jose Borghi. If one becomes excited about the possibility of having more customers, the strategy mind ends up being poorly planned and fail. Thus it requires a cautious development.

Content marketing concepts that may spread wrongly leading to an alleged instant solution:
Look smart. Most companies believe that publishing an original content of its website on social networks will earn some points, but José Borghi says that it’s not enough in content marketing strategy. He says that SEO optimization, buyer personality study, and buying journey is what is required to avoid disappointment.

Be useful. It is the principal pillar of content marketing and advertising for Borghi. But there is the need to understand first the reader and what is important to him. For instance one need to ask about who the target user is and the expected time of his purchase. Because it will make no sense talking about the benefits of a product to satisfied customers who already made a purchase, one needs to provide information on benefits rather than the evidence of purchase.

Be present. At the current height of social networks, no company should risk being left out. Most Brazilian advertising agencies applaud the marketing offered by social media. It is important to disclose material in critical areas but ensure that the information falls in right platforms of social networks. Additionally, Mullen Lowe Brazil recalls that being present is not just posting things and go expecting positive advertising. One needs to be present by commenting and responding to clients.

If the content and inbound marketing strategies are applied in a shallow manner, the expected results might not be achieved. If the strategy at some point seemed like an easy solution, then you need to rethink. It requires preparation and patience. Sometimes contracting an Ad agency might assist in the process.