A 2019 Review of Inbound and Outbound Marketing

What do you think is more important to a successful business: inbound and outbound marketing? Is one more important than the other? Do you have to choose? While some companies may choose to focus more on one over the other, both inbound and outbound marketing have their significant benefits in the digital marketing world.

Let’s take a look at inbound and outbound marketing in 2019, and why both are important for your business.

Inbound Marketing

Inbound marketing is all about driving customers in when they need you the most, but without actually reaching out to them and providing any pressure. Inbound marketing is not about posting ads – quite the opposite. It’s about making sure that when a user researches your topic, that they’re being directed to your webpage, where you are providing quality content that they can trust.

Your content and your search engine optimization skills are going to be so on point that customers are flocking to you, not the other way around. Here are some of the top ways in 2019 that digital marketers are performing their inbound marketing tactics:

SEO optimization. Dare I say it, but SEO optimization may always be the queen of inbound marketing techniques. It sounds a bit contradictory to say that putting a lot of effort into your SEO techniques is the best way to organically grow your results, but it’s true.

When users are organically finding you on their own, they are much more likely to check out what you have to offer, rather than clicking on a paid advertisement. Paid advertisements can come off as both intimidating and pushy to your potential new customer, which is the last thing that you want.

Optimization for mobile use. This is incredibly important for your inbound marketing strategy, for more than one reason. Let’s start with the obvious – as of 2019, over 63% of mobile users will be using their mobile phone to surf the internet. As of January 2018, that was 3.7 billion people worldwide. So, if you haven’t already put the pieces together, making sure you have a website that is mobile friendly is essential for your business’s online success.

Not only does this drastically improve the user’s experience, but did you know that keywords actually rank differently on mobile compared to desktop? You are going to need to make sure that your website is optimized for mobile use, and fast.

Social media. Social media is a fantastic way to organically reach your digital marketing goals. A company’s social media page often comes up in search engine results when a user is looking for a product or service, which is one more great way besides your company’s actual website to get your business out there.

You can also rely on social media for additional reviews, as well as backlinks from other social media pages, including already satisfied customers that want to share with their friends.

Optimize your website for local SEO. Think about how often you have reached for your phone to find information about a local company or business. Whether you’re looking for business hours, looking for a business address, or trying to find a business that suits your needs in the first place, the odds are that you would benefit from this.

Make sure that your NAPW (name, address, phone number, website) is listed the same across the board so search engines can be sure of your location. Making sure your keyword research is on point to optimize on the “near me” Google searches, as well as encouraging local customer reviews. If you are a business that primarily relies on its local customers, this may be the number one form of inbound marketing you should be focusing on.

Outbound Marketing

Outbound Marketing

Now, what is outbound marketing, and why do I need it as well as inbound marketing? An outbound marketing strategy is a littlepushier than inbound marketing, but it can be incredibly beneficial to your company to apply both strategies so that you’re covering all bases.

Outbound marketing efforts are about reaching out to potential customers but doing so in a way that does not seem in any way aggressive. Some of the top ways that digital marketers are performing their outbound marketing are:

Account-based marketing. This is one of the primary ways that a company engages in outbound marketing. Sometimes it involves customers that the company already has and can access information about, and sometimes it involves subtly reaching out to potential customers. Think about how many times you’ve clicked on an ad because it’s popped up on social media because it so happens to be incredibly well suited to what you’re looking for.

Social media ads are also not pushy or in your face – a lot of users seek them out because they tend to be targeted towards products or services that they will like and use. When it comes to social media platforms such as Facebook and Instagram, this is usually achieved by the fact that they can target their demographic – and it can get pretty specific.

Companies can specifically choose to advertise their product to social media users based on age, exact location, gender, likes and interests, etc. When it comes to customers a company already has, they will target specific people based on the same demographics on social media, but this time they already know exactly what kinds of products or services they want. Knowing this information, they can send out specific messages, offers, coupons, etc. to attract these customers, and keep them coming back for more.

Email marketing. Email marketing is an easy and effective way to send out your current services, offers, and promotions without seeming too pushy. Unless the company in question is flooding my inbox with promotions, I have never found newsletters or promotions to be anything but helpful.

This is of course achieved by customers or potential customers that have already signed up to your newsletter or have given you permission to send them information on products, services, and offers. If a user is looking for a deal on a brand, they will often check their promotion folder to see what companies they already like and believe in have to offer.


As you can see, it’s certainly beneficial to combine both inbound and outbound marketing for your business in 2019. By using and combining these marketing tactics, you are well on your way to getting your company’s name and message out there to your audienc. Just be sure to optimize your content, and be consistent!

Blogify Your Content: Content Refined Example

Content Refined Your In-House Content Marketing Team

At Content Refined, we have successfully created a business that helps people using the science of content marketing. If you have a business and are looking for viable ways to build your credibility and authority, then we have the tools needed to help you start a quality content strategy to provide your leads and customers more value than ever before.

With our strategies, we can prove the results that we see time and time again as we aim to be your in-house content marketing team. We want to take some of the responsibility and pressure off the shoulders of our clients by taking on the keyword research, content creation, and even the publishing process.

Some find that they simply don’t have the time, or their team may lack the skill set needed to produce high-quality content themselves. We step in and provide each of our clients with their own Project Manager. They will have someone specifically hired for their company and their content strategy. The Project Manager is the one point of contact you need, so there is no chasing around different people for any questions or concerns you may have.

You begin to develop a relationship with your Project Manager because you are able to Skype and email them whenever you need to. We get to know each other on a more communicative and personal level, and that shows that we have a leading edge in the content marketing world. We know exactly what our clients need to succeed. Quality is our priority throughout the entire process.

Content and SEO

What actually matters when it comes to the content you use for your site? Does grammar mean as much as we think it does? Are we using the best tools available to us to land your content on the first page of search results? The answer to these questions is a resounding yes.

Ensuring Proper Grammar

Proper grammar adds to the overall credibility of the content we create for each client. From blogs to how-to articles and case studies, we are taking advantage of every digital marketing resource we have. We are making sure the there are no instances of bad grammar and spelling errors that can bog your content down and make it look at all unprofessional.

Creating More Positive User Experiences

Through our proven and motivated strategies, we are also providing your customers and leads with a more positive user experience. Grammatical errors can easily cause a potential lead to click off the page and go elsewhere. We are here to make sure that doesn’t happen with your content. We make sure that your audience finds the answers they need without having to click to a competitor’s site for any additional information.

Therefore, if you have a business or website and are looking for ways to gain more traffic, then having the right content strategy in place can make a significant difference. People are always going to have questions and will be going online to find the answers to those questions. Let us help you make sure that your answers to those questions are at the top of the search results.

Achieving Highly Ranked Results

How many times have you typed a question into Google to find the results you need to satisfy your query? How many times have you gone to the second or third page of search results when looking for answers? The answer is probably going to be never, and this is why it is so important to have your content rank highly on the first page of search results online.

We offer this to each of our clients and can back our claim up with real results and real case studies. Providing potential clients with this information makes them hopeful that we can create those same results for them. Being able to do this makes us proud of our company and everything we have accomplished.

content refined

Let’s Start a Conversation

At Content Refined, we are constantly looking for new ways to improve our system because it is pointless to create content that no one is ever going to see. Therefore, we have come up with a four-step process to help ensure that the content we provide for our clients is ranking highly as it deserves.

The Process

Step One.

We will begin by generating a plan that will work best for your business, site, and needs. This step involves keyword research and researching what kind of content will work for your particular business.

Step Two.

Good content will rank much higher on search engines, and we have some of the best writers to accomplish this. Our content creators are among the best native English writers you can find online. We go through a vetting process that only approximately 10% of writers survive. We want to make sure that we only provide the best and most relevant content that is optimized and will be seen by a much wider audience.

Step Three.

We also have strict quality control standards. Everything that is written is then edited, checked for accuracy, and optimized before it is published to your site. It is a thorough process that helps guarantee more successful ranking results. You only get the best of the best.

Step Four.

We also don’t stop once the content has been published to the website. We have an editorial plan to help promote your content as well. We strongly believe that the content we create for you shouldn’t just be seen; the content should also generate more traffic to your site so you can see more consistent leads for your business. We strive to achieve real results for your business. Your success is our success.

content refined

The Results

To plan a more effective content marketing strategy for your business, it is important to understand why the content is being created, who the content will help, and how you are helping people in a way that no one else can. Useful, relevant, and usable content is king when it comes to your successful content marketing strategy.

As your future in-house content marketing team, we are here to deliver real results. Results that are only matched by the passion we have for this industry and the pride we have in what we can accomplish for each of our clients.

Ready to join the conversation? Get in touch with us today to learn more about our proven process and what we need to do to help your site rise above the rest.

What’s the Best Blog Writing Format For SEO?

You’ve probably heard of search engine optimization (SEO), but have no idea what it is, or what it’s used for. Did you know that search engine optimization is integral in getting your blog recognized by any search engine? When you’re interested in a topic and want more information on it, think about the first thing that we do in the twenty-first century – we look it up on Google.

After we type in the subject matter on Google, what is the first title we click on? More than likely, you will click on one of the first three hits offered by the search engines. The successful use of search engine optimization is what is getting those websites or blog post listings to the top of the page. So, to get your blog post to the top of someone’s search engine hits, what is the best blog writing format for SEO, and how do you go about it? Let’s take a look.

1. What is your topic?

Before establishing your blog writing format, you need to have a clear topic in mind – what is the subject matter, and what are you trying to get across? Publishing a blog post that is straight and to the point, with plenty of opportunities to include your search engine friendly keywords, is going to be the most important step in attracting hits. Once you are completely clear about what it is that you’re writing, and how you want to execute it, you can start thinking about the format of your blog post.

2. Create your structure

Your blog posts should all have a similar, if not the same, structure. Not only does your structure need to be consistent, but it needs to be set out in an easily readable way. We all know how short the average attention span is – you see an article, take a quick scan, and if it looks promising and easy to read, you will continue reading it.

With the sheer number of articles that are published for you to read on any given topic, you want to make sure you’re capturing the reader’s attention – and fast. You are going to want to make sure you have the following:

  • A clear and concise title
  • An introductory paragraph
  • A body with multiple, easy to read paragraphs
  • A conclusion

Having a clear and consistent structure will not only help with search engine optimization, but it will help you obtain repeat readers who will skip out on the search engine process altogether, and go right to your blog posts.

3. Break it up

Writing a readable article in the digital world of limited attention spans involves paragraphs, paragraphs, and more paragraphs. Breaking up a blog post into short, manageable paragraphs of no more than four sentences will help significantly in making your article more readable to the reader. Nobody wants to have to weed through an online article to try to find the information that they’re looking for – break it up, so they don’t have to.

4. Use headings and/or numbers

Break up a long article and make it more readable

Another easy way to break up a long article and make it more readable is to use headings, numbers, or both at the beginning of every new paragraph. Creating lists and paragraphs is certainly easier on the eyes, as well as the fact that it’s a quicker way for readers to access the information they’re looking for.Google actually recognizes headings when it comes to SEO – headings help Google to better understand the subject of your blog post, which will help you in receiving more hits.

Making lists or including headings is a great way for the reader to feel like they don’t have to waste their time, and you’ve done the work for them – and in this busy world, where many of us don’t have time to sit around and read endless articles until we find what we need, this is a huge plus. They will either stay and read what you have to offer, or realize that you don’t have what they’re looking for, and will move on. No wasting anyone’s time. Don’t forget to include your keywords in some of your headings – the more you can include keywords without making it seem like you’re overdoing it, the better!

5. Don’t make your blog posts too short

This actually goes against the idea of keeping your blog posts to the point, and just getting your message across. Yes, you want to keep your reader’s attention, but making your articles too short can most definitely hurt your SEO ratings. You want as many opportunities as you can to include your SEO keywords, in as many different forms as you can. Search engine optimization doesn’t just end with a few words. You want to make your blog posts at an absolute minimum of 300 words. The longer your blog post article is (without it being tedious and unreadable), the more opportunities Google has to recognize your SEO keywords and put your articles to the top of their rankings.

6. Publish articles often

Last but not least, make sure you’re publishing articles often. Having an active website will affect how often Google’s Googlebot crawls your website and adds it to Google’s index. Keep your website relevant by continuing to add quality content regularly. You will not have a successful blog by writing an article once in a blue moon – keep your blog on Google’s index, which will help both your search engine optimization and your rating on Google.

These are only a few of the many ways that you can help your SEO by effectively formatting your blog posts. Although search engine optimization is only one of the many ways you can successfully implement your digital marketing strategy, it should never be forgotten.

Ranking high on a search engine will be huge for any product or business, and if you can successfully format your blog to do so, while at the same time implementing other digital marketing strategies, you have nothing to lose.

What Scope of Digital Marketing Makes Sense For Your Business?

In the twenty-first century, you cannot run a successful business without the successful implementation of a digital marketing strategy (and if you think you can, you’re wrong). Digital marketing is at the forefront of the marketing and advertising industry in 2019, and there are many different ways to successfully go about your strategy to grow your business.

When you combine these different scopes of digital media marketing, your opportunity for successful marketing, and therefore successful sales, increases dramatically. Let’s take a look at the different types of digital marketing, and which one (or ones) makes sense for your business.

1. Influencer Marketing

You don’t need to be in the world of digital marketing to know that influencer marketing has exploded in popularity over the past few years. Whether it’s hiring a social media influencer to create content for your own social media, or hiring an influencer to advertise your product on their own platform, this can be an extremely effective way of marketing your product or business. However, this may not be the best way for your specific business to gain popularity and reach potential customers.

When it comes to hiring social media influencers, your business has to be offering an extremely relatable, preferably low cost, everyday product or service, and it has to tie in with the influencer’s brand. This might not make the most sense for your business, if you are, say, a local dentist’s office who is trying to attract new patients. It will always be beneficial to have your own social media page, but hiring out a social media influencer for a service that is not used every day, and is targeting a small, specific area, wouldn’t make a whole lot of sense.

2. Social Media Marketing

Social media marketing can benefit virtually any business. The best part about it is that it’s free, and you don’t need a high skill level in order to create a social media post. You don’t need to hire a professional to create a social media account if you have a basic understanding of the platform, and if not, it is easy to learn. Simply having a social media account on platforms like Facebook, Twitter and Instagram is a great way to find more followers, and increase your business and reach long-term goals. However, you do need to be adding regular content.

A social media page will not be useful if you do not have anything on it, so you are going to need to make sure that you have at least one person on your team that is able to take on this strategy. While not necessary, and it is certainly advantageous to have someone who is knowledgeable about social media metrics to take on this role.

Although social media accounts are free, some campaigns can be run on most social media platforms that ensure your product or service is getting seen by the right people. This is important, especially if you are a local business and don’t have a large budget. It is possible to advertise your business to only those in the surrounding area and to pinpoint your target audience even further and increase brand awareness.

3. Search Engine Optimization

Search Engine Optimization

Search Engine Optimization (or SEO) is a great option for most companies in order to increase foot traffic to their website or blog posts. When it comes to SEO, this is not a paid advertising type of way to promote your website – this is more subtle, but can be just as effective. Search engine optimization is the act of making sure your content is being seen as the most relevant by search engines.

In this day and age, we all know that if we want information on virtually anything, the first place we go is to our Google search engine. The correct use of search engine optimization makes it so your website is coming up first (or at least on the first page) of thousands of possible search results for that topic. If your business has a blog or a considerable amount of written content, SEO is for you.

There are plenty of ways to make sure that your blog or website is correctly formatted to optimize your search engine visibility but making sure you have included plenty of key search words is one of them. By correctly implementing SEO, you can exponentially increase your website’s exposure and brand awareness, and ultimately create more success for your business.

4. Content Marketing

Content marketing is more of a broad term and can include many scopes of digital media marketing. Creating content on your product or service means that you are consistently creating in order to best advertise and represent your business. This can be in many different forms, whether it’s posts on social media, blog posts, videos, articles – the list of possible content is endless. Making sure that you have a designated person on your team (or even multiple designated people) to consistently be putting out content is a great way to increase the chances of your product or service getting seen.

The more content you have, the more likely it is that your search engine ranking will increase, and you will become more visible. After all, you are giving search engines more and more chances to pick up on keywords and phrases that your possible customers are going to search for.

5. Search Engine Marketing

Search engine marketing could make the most sense for your business if you are more inclined to advertise your product through your own advertisements. Whether that be a photo advertisement, a text advertisement or a video, search engine marketing is generally implemented through a PPC (pay per click) system. This is achieved through search engines placing your advertisement on a related website or social media platform that includes the same target audience. Because it includes the same target audience, you are more likely to get clicks on your similar product or business. You then get charged based on your advertisement getting clicked on by potential customers.

While these are not the only forms of digital marketing that your business can choose from, they are certainly some great options that have a high potential for success if implemented properly. Keep in mind, not every form of digital marketing is worth investing your company’s money into.

You want to make sure you do your research on where your money will be best spent, as some forms of digital marketing will make little to no sense for your company. Do your research, see what makes sense, and watch your traffic grow!

Starting a Career in Digital Marketing: Tips from an Entrepreneurial Company

We don’t want to brag but starting a career in digital marketing is probably one of the best things you can do – take it from us. Anywhere you look, the popularity of social media, blogs, and social influencers are steadily on the rise, making the need for careers in digital marketing greater and greater. Unsure of what kind of salary you can expect from a career in digital marketing?

According to payscale.com, the average salary of a digital media manager is $62,331 per year. Not too shabby, if I do say so myself! So, how do you start a career in digital marketing, and what’s the best way to go about it? We’re going to share some tips as an entrepreneurial company that specializes in digital marketing to help you on your way.

Know Your Stuff

When it comes to starting up a career in digital marketing, you can’t just go in blind – whether you are looking for a full-time gig in the industry, or you’re looking to get hired as a freelancer, there has to be a reason why you are getting hired over someone else. Stay on top of the latest industry news and changes and know your terminology – if you don’t know what PPC, SEM or SEO is, you’re in trouble!

Make yourself an expert in the digital marketing industry by doing as much research as you possibly can, and confidently be able to answer whatever questions are thrown at you. If you are just getting started, showing that you have a vast amount of knowledge on digital marketing strategies will impress potential employers, and show them that you most definitely have potential.

Showcase Your Skills

A great way to set yourself apart from your digital marketing competitors is to start your own projects. Your potential employers shouldn’t have to just take your word for it – show them what you can do. While starting your own blog is an excellent way to get started, take it a few steps further than that.

Run your own tests and test out digital marketing theories yourself and be able to account for the success or failure of that project. Show that you are a master (or are, at least, pretty decent), at multiple aspects of digital marketing, whether that be blogging, social media, SEO, PPC, digital analytics, etc.

Taking it even another step forward, show that you have the experience to design your blog or website yourself. Having additional skills that are not necessarily in the realm of digital marketing but are closely related are a great way to show a potential employer that you can bring even more than what they’ve asked for to the table, in a way that could hugely benefit them.


Talk to them about your goals

If these tips were in any particular order, networking might just be at the top! Of course, there is no point in networking if you don’t know what you’re doing, but you get what I mean. Physically go and attend industry-specific meetups and conferences and meet as many different people as possible in the industry. Talk to them about your goals, and what you’re looking to learn and achieve. It’s always possible that someone may be able to take you under their wing or has the space for an intern.

You can also network without leaving your home, through the magic of social media platforms. Follow digital media influencers on Twitter, Instagram, and Facebook and let them know that you appreciate their work. Even if they don’t want to chat, following them can help you stay up to date on the latest news and trends in digital media, and may even get a follow back.

Get Certified

You may have a general degree, or you may have no degree at all, but getting certified in digital marketing specifically will help companies know that you have gone through training and passed tests in this field. There are multiple Continuing Education programs at Ontario universities that offer a certificate in digital marketing. McMaster’s Digital Marketing Certificate includes course requirements such as digital marketing strategy, Search Engine Optimization, Search Engine Marketing, and Digital Advertising, and Data Management: Digital Metrics and Measurement.

As previously mentioned, having additional skills that are not specifically digital marketing, but could be largely beneficial to employers, such as graphic design, would be a great way to make your resume even more appealing. Taking a course in graphic design would be a great way to stay on top of the competition, and show your potential employers that you have a lot to offer. With many certificates that can be completed completely online, you’ll be able to add this to your resume from the comfort of your own home!

Be Willing to Learn

Understand that a career in digital marketing will mean constantly learning. You are never going to be able to sit down and learn everything you need to know in one go. There will be constant changes in the world of digital marketing, and you have to be ready to go along for the ride. You must always be researching into the latest trends, and staying on top of all the different scopes of digital marketing. Don’t like having to stay on top of different social media trends? Then this probably isn’t the job for you!

You must have a genuine interest in digital marketing and have a passion for making sure your client’s blog, website, or article is ranking as high as it can in search engine ratings. When you have a genuine passion, it most definitely shows and will help you succeed above the rest in your career in digital marketing.

These are just a few of our tips on how to start a career in digital marketing. There is not really a cookie cutter way to go about jumping into this field. You may be coming into this with a passion for the subject, but no actual experience or you may have been professionally taught all the necessary skills under the sun! Either way, if you have a genuine passion for digital marketing, taking stock of our tips can be a great way to help get you where you want to be.