Inbound marketing content strategy: attract and engage your customers

Inbound marketing has transformed how businesses attract and convert prospects. Unlike traditional advertising approaches, this strategy relies on creating valuable content that naturally draws potential customers to your brand. 86% of consumers skip television adverts, and 80% ignore sponsored ads on Google: inbound marketing responds to this shift in behaviour by prioritising value over interruption. To master the fundamentals of content production (editorial calendar, KPIs, data-driven approach), explore our guide on editorial strategy.

What is inbound marketing?

Inbound marketing encompasses all techniques designed to naturally attract prospects to a brand without resorting to intrusive advertising. This approach centres on producing useful and informative resources (blog articles, guides, videos, white papers, case studies) distributed throughout every stage of the customer journey. The founding principle: respond precisely to users' expectations to guide them from discovery through to loyalty.

Inbound vs outbound: two opposing philosophies

Outbound marketing interrupts prospects (adverts, cold calling, mass emailing) whilst inbound attracts them through valuable content. This fundamental difference directly impacts results: businesses focusing on inbound generate 54% more leads than those prioritising outbound, whilst reducing acquisition costs by 62%. Moreover, four out of five decision-makers prefer learning through articles rather than advertising.

The 4 pillars of inbound marketing

Attract: generate qualified traffic through SEO-optimised content that answers your prospects' questions. Businesses regularly publishing blog articles are 13 times more likely to achieve positive ROI.

Convert: transform visitors into identified leads through landing pages, forms and lead magnets. Targeted landing pages can multiply lead generation sevenfold.

Close: guide leads towards purchase through nurturing and personalised content. Nurturing strategies generate 50% more sales-ready leads at 33% lower cost.

Delight: maintain lasting relationships with customers to increase their lifetime value and transform them into brand ambassadors.

The inbound content funnel: TOFU, MOFU, BOFU

An effective inbound marketing content strategy deploys content tailored to each stage of the buying journey. The funnel divides into three phases, each requiring specific formats and messaging.

TOFU (top of funnel): awareness stage

At this stage, prospects become aware of a problem or need without yet knowing the solutions. The objective is to capture their attention and educate them about their challenge.

Typical search intents: "how to improve...", "why...", "what is...", "problem with..."

Recommended formats: educational blog articles, explanatory infographics, tutorial videos, themed podcasts, social media posts, free industry studies.

Conversion objective: newsletter subscription, social media following, time spent on site. No strong commitment required at this stage.

Example: A CRM software publisher creates an article "10 signs your sales management no longer supports your growth" to attract prospects who don't yet realise they need a CRM.

MOFU (middle of funnel): consideration stage

Prospects have identified their need and are exploring different approaches to address it. They're comparing options and seeking to deepen their understanding.

Typical search intents: "how to choose...", "comparison...", "best...", "solution for...", "guide..."

Recommended formats: methodological white papers, themed webinars, best practice guides, approach comparisons (not product-specific), anonymised case studies, templates and checklists.

Conversion objective: premium content download in exchange for contact details (lead magnet). The prospect becomes an identified lead.

Example: The same CRM publisher offers a white paper "Complete guide: structuring your sales process in 2026" accessible after form completion.

BOFU (bottom of funnel): decision stage

Prospects are ready to choose a solution. They're comparing suppliers and seeking proof of value to justify their decision.

Typical search intents: "reviews...", "pricing...", "demo...", "[brand] vs [competitor]", "testimonial..."

Recommended formats: detailed client case studies, personalised demos, free trials, ROI calculators, video testimonials, product comparisons, technical specifications.

Conversion objective: demo request, free trial, sales appointment booking. The lead becomes a commercial opportunity.

Example: The CRM publisher presents a case study "How [Client] increased sales by 40% in 6 months with our solution" and a personalised ROI calculator.

Content mapping: aligning content, personas and journey

Content mapping is the matrix that matches your personas with funnel stages to identify which content to create. This approach ensures every prospect profile has resources suited to their maturity level.

Building your content mapping matrix

For each identified persona, define the necessary content at each funnel stage. This matrix becomes your editorial roadmap.

Identifying gaps in your content mapping

Once the matrix is built, identify empty cells: these are your content creation priorities. A persona without BOFU content cannot be converted. A persona without TOFU content will never be attracted. This analysis enables you to prioritise editorial production according to expected business impact.

Lead magnets: converting visitors into leads

A lead magnet is premium content offered in exchange for a visitor's contact details. It's the key conversion mechanism in inbound marketing. Businesses using lead magnets see on average 30% additional conversions.

Characteristics of an effective lead magnet

High perceived value: the content must justify exchanging contact details. A simple blog article isn't sufficient; a comprehensive guide, exclusive template or practical tool is.

Solves a specific problem: the lead magnet must answer a precise question for your persona. The more targeted it is, the more qualified leads it attracts.

Quick consumption: prospects should be able to extract value rapidly. A 50-page white paper will be downloaded less than an actionable checklist usable in 10 minutes.

Alignment with your offering: the lead magnet should naturally lead towards your solution. A prospect downloading an SEO guide is more qualified for an SEO agency than one attracted by a generic marketing guide.

Lead magnets by funnel stage

TOFU: checklists, downloadable infographics, mini-guides, basic templates, webinar replay access. Minimal request: email only.

MOFU: in-depth white papers, industry studies, tools/calculators, exclusive content series access. Enhanced request: email + company + role.

BOFU: free audit, personalised consultation, bespoke demo, free trial, business case. Complete request: information necessary for sales qualification.

Lead nurturing and marketing automation

Lead nurturing involves guiding leads through their buying journey using personalised content sequences. The objective: progress the lead through the funnel until they're ready to purchase.

Principles of effective lead nurturing

Behavioural segmentation: adapt your messages according to lead actions (pages visited, content downloaded, emails opened). A lead viewing your pricing has different needs from one reading your blog articles.

Logical progression: each piece of content sent should advance the lead to the next stage. After a MOFU white paper, offer a BOFU case study, not another white paper.

Appropriate timing: respect the prospect's rhythm. One email daily is intrusive, one monthly loses contact. Adjust according to engagement signals.

Multi-channel: combine email, advertising retargeting, social media and web content to multiply touchpoints without being intrusive on any single channel.

Example nurturing sequence

Day 0: White paper download → Welcome email with content + 1 complementary resource.

Day 3: Email with in-depth blog article on the white paper topic.

Day 7: Email with relevant client case study for the lead's sector (if known).

Day 14: Email with webinar invitation or personalised demo offer.

Day 21: If no engagement → reactivation email with new content. If engaged → handover to sales.

Lead scoring: qualifying leads for sales

Lead scoring assigns a score to each lead based on their characteristics (declared data) and behaviours (engagement with your content). This score enables lead prioritisation and determines when to pass them to sales.

Behavioural scoring criteria

Strong engagement (+10 to +20 points): demo request, pricing page visit, BOFU content download, multiple email opens, extended site time.

Medium engagement (+5 to +10 points): MOFU content download, webinar registration, solutions page visits, email click.

Low engagement (+1 to +5 points): blog visit, email open without click, TOFU content download.

Negative signals (-5 to -20 points): newsletter unsubscribe, prolonged inactivity, immediate bounce.

MQL and SQL qualification thresholds

MQL (marketing qualified lead): lead reaching sufficient score to be considered marketing qualified. Typical threshold: 30-50 points. These leads continue being nurtured with MOFU/BOFU content.

SQL (sales qualified lead): lead ready for sales contact. Typical threshold: 70-100 points or explicit BOFU action (demo request, sales contact). These leads are passed to sales with their interaction history.

Marketing-sales alignment: the key to inbound success

Inbound marketing only functions when marketing and sales are aligned. Marketing generates leads that sales must convert into customers. Misalignment creates friction: poorly qualified leads, inappropriate timing, inconsistent messaging.

Jointly defining qualification criteria

Marketing and sales must agree on qualified lead definition: which demographic criteria? Which behaviours? What minimum score for handover? This shared definition prevents conflicts ("marketing leads are poor quality" vs "sales don't follow up").

Creating a feedback loop

Sales must report back to marketing on actual lead quality: which converted? Why were some unqualified? Which objections recur? This feedback refines scoring, improves content and optimises targeting.

Equipping sales with content

Marketing must provide sales with content usable in their sales cycle: sector-specific case studies, responses to frequent objections, competitor comparisons. This sales enablement library extends the inbound strategy through to contract signature.

Real-world examples: successful inbound strategies

Terre Solaire: becoming a thought leader to generate leads

Context: Terre Solaire, a renewable energy provider, wanted to position itself as a market reference and generate qualified leads for its solar solutions.

Deployed inbound strategy: production of expert content on renewable energy challenges (guides, technical articles, regulatory analysis) positioning Terre Solaire as a thought leader. SEO-optimised content to capture informational searches from prospects in reflection phase.

Results: positioning as recognised thought leader in the renewable energy sector. Strategic content drives organic traffic, significantly stimulates leads and generates more sales.

"Thanks to Incremys, we're now a genuine thought leader on renewable energy. Our strategic content drives organic traffic to our website, which significantly boosts our leads and generates more sales." - Louis-Rodolphe Marie, President and Founder, Terre Solaire

First Stop: proven inbound ROI for an SME

Context: First Stop, a garage network, had SEA campaigns with moderate results and was producing content without methodology. The challenge: generate qualified leads through content with limited budget.

Deployed inbound strategy: abandoning intuitive approach in favour of data-driven strategy. Identifying topics with strong traffic and conversion potential. Producing content answering motorists' questions to naturally attract them to network garages.

Results: proven ROI and worthwhile investment. First-page positioning on strategic keywords. Qualified lead generation at lower cost than advertising campaigns.

"The results speak for themselves. The ROI is there and the investment is worthwhile. At First Stop, we no longer waste time on articles that bring no traffic. We focus on content with the best chances of reaching Google's first page." - Sandrine Ferrand, Digital Marketing Manager, First Stop

Giphar: expert content to generate qualified traffic

Context: Giphar, a group of 1,300 pharmacies, wanted to attract qualified visitors to its site to strengthen network recognition and generate traffic to member pharmacies.

Deployed inbound strategy: production of over 100 expert articles annually on health topics. Each piece validated by pharmacists to guarantee credibility (E-E-A-T criteria). Educational content answering users' health questions during research phase.

Results: +227% organic sessions in one year. Over 1,000 keywords in Google Top 3. £50,000/month savings in SEA spend. Positioning as health reference against mainstream media.

"With Incremys, we can immediately identify priority topics and their SEO potential to retain only those capable of ranking and measure the results of produced content." - Mélanie Dieu, Content Manager, Giphar

Inbound marketing plan: examples and templates

An inbound marketing plan structures all content, conversion and nurturing actions over a given period. It translates your strategy into concrete, measurable actions. Here are example plans suited to different contexts.

Example inbound content plan by funnel stage

This template organises content production according to the funnel's three stages, balancing efforts between attraction (TOFU), conversion (MOFU) and closing (BOFU).

Key points of this plan:

TOFU/MOFU/BOFU balance: approximately 50% TOFU (attract), 30% MOFU (convert), 20% BOFU (close). Each high-potential TOFU content is paired with a lightweight lead magnet (checklist, template) to begin capturing leads from the top of the funnel. MOFU and BOFU content is less numerous but more strategic and requires longer production time.

Example quarterly lead magnet plan

This plan structures the creation of your premium content (lead magnets) over a quarter, ensuring coverage of each funnel stage and persona.

Key points of this plan:

Format variety: checklists and templates (TOFU, low engagement) vs white papers and webinars (MOFU, medium engagement) vs calculators and case studies (BOFU, strong engagement). Each persona has at least one lead magnet suited to their concerns. Lead objectives are realistic and decrease according to funnel stage (more TOFU leads, fewer but more qualified BOFU leads).

Example nurturing plan by segment

This plan details automated nurturing sequences according to lead segment (determined by downloaded lead magnet or achieved score).

Key points of this plan:

Segmentation by maturity: each segment receives content suited to their funnel level. Logical progression: each email advances towards the next stage (TOFU→MOFU→BOFU→Sales). Inactive management: rather than continuing to send ignored emails, offer reactivation or database cleaning.

Example annual inbound marketing plan

This plan provides a macro view of your inbound strategy over the year, with key moments and quarterly objectives.

Key points of this annual plan:

Integrated seasonality: quieter Q3 (summer period), strengthened Q4 (year-end, budgets). Quarterly themes: enable creation of coherent content clusters and capitalisation on each topic. Growing objectives: the inbound engine builds momentum throughout quarters thanks to cumulative SEO effect and nurtured lead base. Leads/MQL/SQL ratio: approximately 20% of leads become MQL, 30% of MQL become SQL (adjust according to your history).

Best practices for your inbound marketing plan

Start with BOFU: paradoxically, create your BOFU content first (case studies, demos, calculators). They're less numerous but essential for conversion. Without BOFU, your TOFU and MOFU leads will never convert into customers.

Balance volume and quality: better one excellent white paper than five mediocre ones. For TOFU, volume matters for SEO. For MOFU/BOFU, quality is paramount as it determines conversion.

Plan promotions: each piece of content should have an associated distribution plan (articles pointing to the lead magnet, social media posts, emails to existing base, potential paid promotion).

Measure and adjust quarterly: analyse each lead magnet's performance (downloads, MQL conversion rate, SQL conversion rate). Stop those that underperform, double efforts on those that work.

Measuring your inbound strategy performance

Measurement sits at the heart of inbound marketing. Every piece of content, campaign and lead must be tracked for continuous optimisation. For general editorial strategy KPIs, explore our complete guide. Here are inbound-specific metrics.

Metrics by funnel stage

TOFU: organic traffic, impressions, SEO positioning, bounce rate, time on page, new visitors.

MOFU: visitor→lead conversion rate, downloads, webinar registrations, email open and click rates.

BOFU: lead→opportunity conversion rate, demo requests, MQLs generated, SQLs passed to sales.

Inbound ROI metrics

Cost per lead (CPL): total inbound investment divided by number of leads generated. Compare with CPL from paid channels.

Customer acquisition cost (CAC): total investment divided by number of customers acquired through inbound. Inbound reduces CAC by 62% on average.

MQL→SQL→Customer conversion rate: measures the effectiveness of your qualification and nurturing.

Customer lifetime value (LTV): customers acquired through inbound often have higher LTV as they're better educated and more engaged.

Inbound ROI: (revenue generated by inbound - inbound investment) / inbound investment. A 5x ROI is achievable with well-executed strategy.

FAQ: frequently asked questions on inbound marketing content strategy

Inbound marketing plan

How do you structure an inbound marketing plan?

A complete inbound marketing plan comprises: (1) a content plan by funnel stage (TOFU/MOFU/BOFU) with publication calendar, (2) a quarterly lead magnet plan with lead objectives per asset, (3) nurturing sequences by segment, (4) quantified objectives (leads, MQL, SQL) by period. Start simply with a monthly plan, then extend to quarterly and annual vision.

What's the right balance between TOFU, MOFU and BOFU content?

A balanced distribution: 50% TOFU (volume to attract), 30% MOFU (conversion to qualified leads), 20% BOFU (closing). In terms of effort, it's often reversed: BOFU content (case studies, demos) requires more time but is less numerous. Paradoxically, start by creating your BOFU content: without it, your TOFU and MOFU leads will never convert into customers.

How do you plan your lead magnets?

Plan 4-6 lead magnets per quarter: 2-3 TOFU (checklists, templates, mini-guides), 1-2 MOFU (white papers, webinars), 1 BOFU (ROI calculator, case study pack). Each lead magnet should target a specific persona and answer a precise question. Plan the associated promotion (blog articles pointing to the landing page, emails to the base, social media posts).

How frequently should you review your inbound plan?

Weekly review: tracking publications and leads generated. Monthly review: performance analysis by content, tactical adjustments. Quarterly review: objectives assessment, lead magnet analysis (which convert?), strategy adjustment. Annual review: defining themes and objectives for the following year. The inbound plan is living: adapt it continuously according to results.

Inbound marketing fundamentals

What's the difference between inbound marketing and content marketing?

Content marketing refers to creating content to attract and engage an audience. Inbound marketing is a broader strategy that includes content marketing but also conversion (landing pages, lead magnets), nurturing (marketing automation) and sales alignment. Content marketing is a pillar of inbound, but inbound extends beyond simple content creation.

Does inbound marketing work in B2B and B2C?

Inbound works in both contexts but with adaptations. In B2B, cycles are longer, content more technical, nurturing more elaborate (multiple decision-makers to convince). In B2C, cycles are shorter, content more emotional, conversion more direct. The Giphar (B2B2C) and Terre Solaire (B2B) examples demonstrate effectiveness in professional contexts.

How long before seeing results with inbound marketing?

Inbound is a medium-long term investment. First visible results: 3-6 months (traffic, initial leads). Significant results: 6-12 months (regular lead volume, first conversions). Maturity: 12-24 months (autonomous lead engine, proven ROI). Only 5.7% of pages reach Google Top 10 within the year: patience and consistency are essential.

What budget should you allocate for an inbound marketing strategy?

Budget depends on ambition and internal resources. Minimum: £2,000-5,000/month (tools, basic content production). Standard: £5,000-15,000/month (regular production, marketing automation, support). Ambitious: £15,000-50,000/month (dedicated team, large-scale production, multi-channel). Inbound reduces CAC by 62%: investment is typically recouped within 12-18 months.

Strategy and implementation

Where should you start with an inbound marketing strategy?

Begin with foundations: (1) define your personas and their challenges, (2) identify keywords to target by search intent, (3) create a first MOFU lead magnet, (4) set up a landing page and form, (5) configure an email tool for basic nurturing. Then, regularly produce TOFU content to feed the top of the funnel.

How much content should you produce for inbound marketing?

Consistency trumps volume. Recommended minimum: 4 blog articles monthly + 1 premium content (lead magnet) quarterly. Businesses publishing 16+ articles monthly generate 3.5x more traffic than those publishing 0-4 articles. With personalised AI, production can be significantly accelerated whilst maintaining quality.

How do you choose inbound content topics?

Cross-reference three sources: (1) frequent questions from your customers and prospects (ask sales), (2) your audience's SEO searches (keyword tools), (3) competitor content that performs. Prioritise by business impact: BOFU content that converts has more value than TOFU content attracting unqualified traffic.

What's SEO's role in inbound marketing?

SEO is the primary TOFU acquisition channel in inbound. It enables attracting qualified traffic without recurring advertising costs. Long-tail queries (10-15 words) obtain 1.76x more clicks in first position. An inbound strategy without SEO depends on paid channels and social media, limiting its scalability and long-term profitability.

Conversion and leads

What's a good conversion rate in inbound?

Benchmarks vary by sector and funnel stage. Visitor→Lead (TOFU→MOFU): 1-3% is acceptable, 3-5% is good, 5%+ is excellent. Lead→MQL: 15-30%. MQL→SQL: 20-40%. SQL→Customer: 15-30%. If your rates are lower, optimise your landing pages, refine your targeting or improve your lead magnet quality.

How do you improve your landing page conversion rate?

Main levers: (1) clear value proposition visible immediately, (2) form suited to the stage (fewer fields for TOFU), (3) social proof (testimonials, client logos, figures), (4) consistency between ad/article promise and landing page content, (5) single, visible CTA. Test each element through A/B testing.

What's the difference between MQL and SQL?

An MQL (marketing qualified lead) is a lead deemed qualified by marketing according to behavioural criteria (content engagement) and demographic criteria (matches persona). An SQL (sales qualified lead) is an MQL validated as ready for sales contact, generally after an explicit BOFU action or high score. The precise definition should be co-created between marketing and sales.

How do you implement lead scoring?

Start simply: assign points to key actions (download: +10, pricing visit: +20, demo request: +50) and demographic criteria (right sector: +15, right role: +10). Define an MQL threshold (e.g. 40 points) and SQL threshold (e.g. 80 points). Refine over time according to sales feedback: did converted leads have common behaviours?

Tools and resources

Which tools for an inbound marketing strategy?

Essential building blocks: (1) CMS for the blog (WordPress, etc.), (2) SEO tool to identify opportunities (Incremys SaaS 360), (3) marketing automation for nurturing (HubSpot, Plezi, etc.), (4) CRM to track leads, (5) analytics to measure (Google Analytics, Search Console). Integration between these tools is crucial for end-to-end tracking.

Can AI help with an inbound strategy?

Personalised AI significantly accelerates inbound content production. It excels at: updating existing content, creating variants for different personas, large-scale SEO optimisation, generating standardised TOFU/MOFU content. Human input remains essential for: thought leadership content, editorial positioning, client case studies, overall strategy. Discover this complementarity in our article on SEO Next Gen.

How do you align marketing and sales around inbound?

Three essential practices: (1) jointly define MQL/SQL criteria and evolve them according to feedback, (2) organise regular meetings to share insights (which content generates the best leads? Which objections recur?), (3) measure shared KPIs (not just leads generated, but leads converted into customers). Alignment is a continuous process, not a one-off project.

To deepen your understanding of content production fundamentals, explore our guide on editorial strategy. Find all our resources on the Incremys blog.

Source: https://www.munro.agency/30-knockout-inbound-marketing-stats-you-should-know/