Inbound marketing is not interruptive. It is perceived as finding good news. 
The difference between good inbound marketing and disruptive, annoying advertising is like the difference between being given an award for your business savvy vs. being stared at for having broccoli in your teeth.
This is especially true now that even the most humble businesses have every tool to get their name out into the world — these days, it's about the QUALITY of your content, not just grabbing for attention.
Considering the importance of social reviews and shared content in today's digital marketing strategy, it's more important than ever to deliver quality content that will delight our customers, so they equate our names and brands with trustworthiness and value — which is what really counts when it comes to making a sale.
So what is interruption marketing?
WhatIs.com defines interruption marketing as "the traditional model of product promotion, in which people have to stop what they're doing to pay attention to the marketing message or deal with it in some other way."
Examples of interruption marketing Include:
• Telemarketing
• Direct Mail
• E-Mail Campaigns
• TV Ads
• Internet Ads
To illustrate the risks of interruption marketing, think about when you get a telemarketing call when you're about to eat dinner. Some anonymous voice on the other end of your phone line launches right into a life insurance pitch while your pasta and eggplant gets cold.
Not only are you unlikely to purchase life insurance from them, in that moment it could leave a permanent distaste toward that company in your mind.
When you are ready to purchase a policy, you might stumble across their name in the listings, and instinctively recoil — which is NOT the effect we want to leave our customers with, as business owners and marketers.
Considering this statistic from MarketingSherpa.com that interruption marketing makes for less than 10 percent of the clicks on the Internet, we'd do well to consider other alternatives.
Done correctly, consumers will see your inbound marketing content as good news,
rather than an interruption to their life.
Inbound marketing is the polar opposite of interruption marketing.
It gives customers something they want or need, when they are looking for it.
It leaves them with fond associations toward your brand — associations that will stick with them when it comes time to make a purchase.
And when customers find something they legitimately like and find useful, they will tell everybody they know.
They will share your content on Facebook with their friends and family. Discussions will arise on message boards, which can even create new opportunities for brand ambassadors to educate willing, interested potential new customers.
Examples of rich, valuable content that people are more likely to share:
• Podcasts
• Infographics
• Tutorials
• Images
• Videos
• Blog Posts and Articles
When your audience shares your content, they're effectively advertising your business for free.
This sharing also establishes your business as a thought leader in your industry and boosts your SEO — helping your company to climb higher in the ranks of Google results.
Frankly, we all just need to try a little bit harder. We need to go the extra mile to create thorough, well-researched articles for our websites, with great graphics, layout, and design.
We can't default to message blasts and aimless marketing strategies. We must build real, organic, lasting relationships with our customers.
Sure, it's not easy. But the reward is high. Customers love it when companies interact with them on a level they care about.
Want to find out more about what rich, valuable content can do for your company? Download our ebook: The Ultimate Guide to Hiring an Inbound Marketing Agency.
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