Content Marketing Versus Inbound Marketing

In my conversations about social business, there is often confusion about the terms content marketing and inbound marketing. Below are simple definitions of the terms, salient statistics and take aways.

Content Marketing

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. (Content Marketing Institute)

Inbound Marketing

Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. (Wikipedia)


  • 86% of B2B marketers are using content marketing. (2015 B2B Content Marketing Report)

  • 94% of B2B marketers use LinkedIn and 88% of B2B marketers use Twitter to distribute their content. (2015 B2B Content Marketing Report)

  • 67% of the B2B buying experience is done digitally. (SiriusDecisions)

  • 75% of B2B buyers and 84% of C-level / VP Executives surveyed use social media to make purchasing decisions. (Hubspot)

  • Social media and SEO both produce 14% of marketing leads. (Hubspot)

  • B2B companies that blog generate 67% more leads per month than those that don’t. (Social Media B2B)

Take Aways

  • Invest the needed time and effort to move your content marketing program forward and listen with your eyes to learn and evolve.

  • Provide your employees with the needed training and tools to develop a discipline around their individual content calendar and production of both original and borrowed content.

  • Lead with your beliefs and value to your customer, not your products and services.