Branding, content marketing and thought leadership are now more important than ever, amid the ongoing COVID-19 crisis. This has tremendously affected consumer behaviour. There has been a surge in media consumption in terms of entertainment as well as online purchases of essential items.
Pull marketing is a technique of drawing consumers towards your brand. This method is also known as inbound marketing. Pull marketing is an excellent way of attracting the right audiences to you at the top of the sales funnel. This, in turn, boosts the efficiency of your push marketing (landing pages, social media, pay-per-click ads) as it can be directed towards the actual target audience.
Significance of Pull Marketing in Your Digital Strategy
Given below are a few of the types of pull marketing content that you can use as the basis of your strategy:
- Optimized, top-of-the-funnel content which is created for the purpose of discovery in search results (like long-form blog posts, general interest ebooks, informative guides)
- Guest posts on other relevant sites
- Co-created content (such as ebooks, blog posts, webinars, videos, etc.)
- Compelling social content (with hashtags and specific keywords) which is optimized for discovery
Determining the format of your pull marketing content, deciding on the call-to-action which is to be placed in the content, providing detailed information; as well as adding your own experience and point of view to the content which you are creating are some of the main tactics you need to follow in your pull marketing strategy.