Brian Halligan vs Brian Halligan: Inbound Marketing vs Content Marketing
So, what's really and precisely this thing called - inbound marketing?
How do you know that you're talking to a true Internet marketer? Well, he or she can explain you extremely complicated terms in very simple and understandable ways. So, let me try to solve this puzzle. I'm not saying that it would make me be an Internet marketer by default, but I want to see some appreciation, and admiration if possible, for the hard and not particularly exciting research work.
Here's my formula:
Inbound Marketing = Content Marketing + Social Media Marketing
There you go, my perfect Zen marketing moment. So, what do I have problems with inbound marketing? Well, when you put it like this, it looks like content marketing on steroids. I know, this isn't a nice thing to say. Nowadays, we like to "steroidize" quite a lot, almost every single thing we get in contact with.
Yet, the most problematic thing is that we're using two terms basically for the same marketing phenomenon. How? Well, have you heard about the permission marketing? Seth Godin coined this extremely useful term. So, with no intention to make a short story any longer than it has to be, here's a very explanation. Permission marketing is a thing completely opposite to annoying or interruptive marketing. Or, in plain English, this is marketing, who likes to knock at your door first and ask you politely for a little bit of your time. So, I dare to say that inbound marketing is just another name for permission marketing.
How does Brian Halligan defend the Inbound Marketing concept?
Well, for Halligan content marketing is a necessity, but there are some other things, which are needed even more. So, without the inbound marketing, our good old content marketing is like Mad Max without fuel. You can simply forget about the wild ride. Yet, Halligan admits in one of his interviews that the "other party's" (read consumers) willingness to participate was essential. The HubSpot cyber-empire is built on blogging and social media foundations. However, without the apps, such as Website Grader, Twitter Grader, and similar) the critical mass of interest for this concept would've never been achieved, in the first place.
I just don't like not approve the way Halligan treats the good old content marketing. You admit that you simply can't do a thing without it. Yet, at the same time, you say that in order to go "beyond" (whatever that's supposed to mean), you have to "overcome" content marketing, so customers can "interact" in the most effective way regarding your marketing goals.
Web Megaphone vs Hub Analogy
All of my hats off to this one. Halligan's ungratefulness toward content marketing turns into remarkable thoughtfulness, when it comes to websites and social media. So, just because you have a megaphone in the room, you aren't the smartest person by default. You don't have to shout to get other people's attention. Actually, you can be completely silent, just make sure you have no clothes left on you. Or, you can apply the subtle hub's way. If you can find the right rhythm and direction of your web-hub, then you're going to be rewarded properly with the impressive number of followers. So, no megaphones, just an endless series of overwhelming smiles.
Back to the Content Square One!
So, Mr. Halligan can we forget about content marketing? Now, when we want to go beyond and above the traditional marketing. No way! Whenever he has to admit that content marketing is an unavoidable element, Halligan comes up with a new shiny term. This is how we've ended up with the "remarkable content." What's the difference between content content and remarkable content? The prefix says it all, doesn't it?
If you don't pay enough attention to content marketing you're going to end up with content content. This type of content is used just to fill the blank space and empty hopes for better exposure. On the other side, we have the remarkable content, which is often followed by beautiful butterflies and inspirational emotions that make you buy, sign, share, discuss, and whatever is needed.
Beware of Halligan's milliseconds!
Here's something you simply can't paraphrase:
"The millisecond in which you become average is the same millisecond in which your company ceases to be great."
So, I should forget about working breaks, while I'm building my business empire. Well, it makes sense. If you think or blink for a second, you're gone. OK, I get it. Well, I would need some help to achieve this greatness. Later, I think I can manage it. But, right now, I would appreciate some help.
Finally, Halligan doesn't believe that his inbound marketing will be around for the next couple of milliseconds of extremely precious cyber time. Just as any other Internet marketer he predicts the shiny and glorious future for its concept, which "will be around for the ages." Luckily for us, we would be able to create an encyclopedia of all the Internet marketing terms that are meant to last forever. I definitely don't envy all those students, who're going to study the History of Internet Marketing. They aren't going to be bored, that's for sure. What are we waiting for? What's an Internet marketing life without a term of our own? Good luck!
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