Get Inbound Demand with Content

Content is the best tactic to receive a consistent flow of prospects saying "I want to work with you".

👋 Hello welcome

In this edition, I’m going to talk about why you need content to get inbound demand.

I will cover 4 main topics:

• Why posting only promotional content doesn’t lead to inbound demand

• The attraction effect of content: how to increase your zone of influence

• The 3-step psychology process behind inbound demand from content

• The 13 benefits of content (infographic + video)

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Before we start, here is a news:

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• Subscribe here directly or;

• Get more information here: https://substack.com/home/post/p-146668473

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Let’s jump in the edition’s topic

Your prospects have a “buying radar” and they hate seeing too much salesy content:

Your prospects are constantly evaluating if your brand is worth their time and money, almost like they're adding and subtracting points based on your actions.

• "Why you should buy NOW" (-1)

• **Retargeting ads with FOMO** (-1)

• "Get 1 month free if you signup" (-1)

Too much aggressive advertising can turn them off, making them think "not this again!" Instead, balance your promotions with lots of insightful content.

And I'll be honest; last week I sent a promotional email "why you should join now" for my course. But before that, I shared 15 insightful content the same week including;

• 5 Linkedin posts (+5)

• 1 'how to' newsletter (+1)

• 1 helpful video for my ICP (+2)

So the email was not lost in a sea of promotional ads. It was an invitation to take the next step in their learning journey.

On the opposite, your prospects are attracted by educational content (that solves their problem)

When you consistently produce high-quality content, you're not just filling up space—you're expanding your reach and establishing your authority. This is how good content extends your zone of influence.

Your audience (and prospects) notice your educational content among the noise:

You transform every piece you publish into a beacon that attracts new prospects.

By providing valuable insights and solutions continuously, you encourage potential customers to think, "I want to know more about them". As a result, you're not just pushing messages out; you're creating inbound demand.

People start coming to you because they trust your expertise and see you as an authority in your field. Keep sharing great content, and you'll find that it's not just about increasing visibility—it's about building genuine connections that convert passively into active engagements and, ultimately, into loyal customers.

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To be exact, your content leads to inbound demand for 3 reasons:

The Repetition Effect:

When you repeat information in our content, people are more likely to remember and trust it. If your audience keeps seeing your messages, they'll start to feel more familiar with your brand, and familiarity breeds trust.

The Authority Bias:

People naturally trust experts. By positioning yourself or your brand as an authority in your field through insightful and well-researched content, you can become the go-to source for our audience. When they trust you, they're more likely to come to you first.

The Halo Effect:

A good overall impression of your brand can make all the difference. If people like what they see generally, they're more inclined to view everything you do in a positive light. This means they'll be more receptive to your marketing messages and products.

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In this context, your content strategy has 13 benefits:

Here is a video where I explain in details the 13 benefits of content:

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Alright, that’s it for this edition - stay tuned for next week’s edition !

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If you want to grow with content, here are 4 ways I can help you:

1. Subscribe to my paid Substack

For $15 per month (or $120 per year), you’ll get access to 2 exclusive newsletters per month, my slack community, my library of best practices, and get instant access to 3 ebooks.

More information here: https://substack.com/home/post/p-146668473

2. Join my flagship course to build your Content strategy

Get lifetime access to my main course to learn how to generate inbound demand with content. Get 20+ videos in 5 modules, apply the knowledge with workshops, and start building your content strategy with checklists.

More information here: https://www.pierreherubel.com/course

3. Learn to master Linkedin content with my 1-hour masterclass

Learn the authority-first framework to create content that attracts qualified inbound leads consistently for your business. Without having to spend endless hours or invest thousands in paid ads.

More information here: https://program.pierreherubel.com/Linkedin

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About me : I'm Pierre Herubel

I'm a B2B Marketer and entrepreneur with 8 years of experience, I've worked on over 300 Marketing projects. I co-founded a business, scaled it to 7 figures, and then sold it. We went from $0 to $1M in one year and a half using content, social selling, and ABM.

During the past 2 years I’ve helped 75 clients (startups and corporate ventures) to build and execute their Marketing Strategy. Everyday, 65,000 people view my marketing content.

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