10 Ways Paid Marketers Can Leverage Inbound Marketing

Posted by JoannaLord
It happened friends. After years of Rand exposing me to the many benefits of inbound marketing I am ready to admit it…{big gulp}…today's marketer needs to be doing more than paid marketing. In fact, I'd go as far as to say, if you are only doing paid marketing you are failing yourself and your company. THERE I SAID IT. I feel better. Way better actually.

Because it's true. Things have changed. There is no longer two main players in the game (SEO and PPC). Search marketing itself has evolved. We've covered a great deal of this here on the blog so I won't go into it too much. If you need a reminder, I urge you to go check out Rand's posts where he outlines The New Era of Inbound Marketing, and outlines how quickly it is growing. As marketers, we saw the shift coming, and now we are feeling it in our every day gigs. Our roles are expanding as traditional SEO itself expands. There is so much happening all around us. Who is freaking out? Yeah me too.

The real question you may be asking yourself is, "why is this paid marketing lady talking about inbound marketing?" Good question. The other day I was running through my to-do list and I couldn't help but notice how not-focused it was on paid marketing. In fact, most of my day was spent brainstorming with others on how to better share data, repurpose existing assets, and collaborate. While Justin and I manage paid marketing here at Moz, more and more of our time is spent on learning and leveraging our inbound efforts more effectively.

I thought I'd run through some ways that I'm leaning on our inbound marketing efforts to both reduce Moz's costs and capture more leads. Did you all know you could get leads for free? Yeah, crazypants I know. Anyway, here are the top ten ways I've leveraged inbound as a paid marketer here at Moz;

#10: Share Persona Outlines
You know who is really good at researching a target audience?