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First and foremost, “Content is King”. According to a study by Roper Public Affairs, 80% of executives in decision-making positions prefer getting information from an article (or series of articles) over ads. HubSpot shows businesses that blog regularly create 4.5 times more leads than companies that don’t. That difference should be enough to prompt you to start creating blog content that’s educational and helpful to your prospects. Use blog posts to address the problems or challenges people face rather than about your company or turning it into a sales pitch. One of the best ways to speak to your ideal customers is to answer their questions or address the challenges they currently have. Ask people to guest post about their personal experiences, increasing the chances your post will get shared on social media. A custom inbound strategy is a great way to make sure the content you post is valuable to your prospects.