Content is one of the pillars of Inbound Marketing. Sure this may not be the first time you hear this or that you even agree with my statement but it’s likely that at one point you havequestionedyourself; how do I create extraordinary content that sparks interest attracts within my target audience?

The Internet has changed the rules of the game. Before its existence, we had the problem of having a limited media space and we competed for the largest and best-placed ads. With the arrival of the Internet, the space problem has disappeared, we humans create so much content that we can not consume everything. This is how a new problem has emerged: attention. Now, in a world bombarded by stimuli, we compete for attention and that is why creating extraordinary contents is now more important than ever.

In this post, I share you the most important content-writing points so that you can create extraordinary content that when integrated into your inbound marketing strategy, allows you to stand out above the competition. Get your paper and pen ready because what I am going to tell you next can change your digital content strategy!

Content Planning

We can divide content planning into three elements:

Purpose. What do we want to achieve? Do we want to convert visitors into leads? If the answer is yes, then we should present users with a landing page that precedes them to complete a form in exchange for something of value, such as an e-book, free sample or report. On the other hand, if we want to increase brand awareness and SEO, we should consider creating an article or blog post. This way, visitors have free access to your content.

Format. We have already decided the purpose for our content, now we must decide on the format. What format will best fit our purpose? The choice of format will depend on who we are going to address or buyer persona, how much time we can devote and how much information we have. Some example of format includes: blog posts, case studies, white papers, press releases, videos, infographics, webinars, etc.

Theme. The third element is perhaps the most complicated one. We have to consider two main dimensions: our buyer persona and the buyer journey.

Buyer Persona. We must know as much as possible who our target buyer is, this will allow us to know what will interest him or her the most. Here are some tips that can help you identify which topics may interest your buyer persona.

  • Search for keywords you want to use for positioning your content
  • Forums
  • Trending news for your industry
  • Frequently Asked Questions
  • Client interviews
  • Common buyer objectives or challenges

Buyer Journey. Your content must always be oriented to provide solutions. That is, to help, not to sell. Knowing your target client is not good enough. You need to dig in deeper. Thus the better you know your target audience, the easier it will be for you to add value to your content.

Content Creation

Your content does not have to be complex or extensive. Focus on being as direct as possible. Some guidelines to consider include:

  • Focus on creating content for your buyers based on their needs and their position in the Buyer’s Journey (awareness, consideration, decision).
  • Less is more. Always remember that your buyers are as busy as you are. Make it easy for them to consume the content you create.
  • Make it informative, not promotional. Unless, of course, you are in the decision stage where your content should be kept to a minimum while your Call To Action (CTA) should be very prominent.
  • Focus on quality, then on design.

Content Distribution

Inbound Marketing is made for attracting customers, but as I mentioned before, we now compete for attention space. If no one sees the content you are creating, you are wasting your time. You must devote part of your effort to reaching your target audience in different media and channels. (Want to know more about Inbound Marketing? Check out our post on “What is Inbound Marketing?“)

The optimal distribution technique is what allows you to get the right content, to the right person, at the right time. Remember, you do not want to interrupt like those pesky adverts on YouTube or Facebook. You want to serve.


Now that you already have your extraordinary content planned, created and distributed, you need to look for ways to improve your content. This phase is a key point in the process and will allow you to convert more customers over time. Some metrics that I usually use when analyzing the effectiveness of my content include:

  • Number of hits
  • Generated Leads
  • Social currency
  • Inbound Links
  • Content performance by authors, topic or format

So, these are the four tips I have for you for creating extraordinary content with Inbound Marketing. If you want to know more about Inbound Marketing you can continue reading my articles at Bwired.


About Bwired Technologies

Celebrating its 10th year, Bwired Technologies empowers digital leaders by creating competitive advantage through the design and development of robust web, mobile, and digital solutions. The company’s Rhyno Cloud™ also integrates high-speed hosting, cybersecurity, maintenance and support into one fully-managed solution. Visit

About Dan Duran

At the dynamic cross-section of Digital Technology, you’ll find Dan. An experienced technology strategist with a strong understanding of business and agile software management. Dan founded Bwired in 2009. He holds an iMBA degree from the University of Illinois, a bachelor’s degree in Economics and Business Administration from Wilfrid Laurier University, and a Software Product Management Specialization from the University of Alberta.