Earned Attention Vs. Rented Attention: Why Inbound Marketing Works

January 3, 2017 Mike Lieberman, Chief Inbound Scientist

Earned Attention Fuels Scalable, Repeatable And Predictable Inbound Marketing Lead Generation

There are a variety of definitions for inbound marketing, but at its core inbound requires you to earn your prospects’ attention instead of renting it.

Here’s what I mean. If you buy advertising  like a print ad, a radio spot or space at a trade show — you’re renting the audience of the magazine, radio station or conference company. You pay to get your name or message in front of those potential prospects once. Very rarely do you get the names or contact information for those people; you simply get access to them. The rest is up to you. This is what we’re calling rented attention.

On the other hand, if you publish high-quality content, create a compelling educational website, work to have your content (or site) found in the search engines and provide your content to other related websites, you have the potential to earn your prospects' attention because you provided value, insight or educational information that helps them with their goals. The marketing described here earned the attention of prospects.

Earned or rented? Which seems better to you?

Previous Article
Integrated Vs. Orchestrated Inbound Marketing: What's The Difference?
Integrated Vs. Orchestrated Inbound Marketing: What's The Difference?

Orchestration Is The Key To Successful Inbound Marketing Lead Generation Everyone knows marketi...

Next Article
How To Boost Your Email Newsletter Subscriptions
How To Boost Your Email Newsletter Subscriptions

Capturing a niche and targeted audience for your newsletter can be a difficult task, but it's a ...

Send inbound marketing and inbound sales content straight to your inbox! Subscribe to our blog today!

Subscribe me!