Ninety three percent of businesses using inbound marketing increase their lead generation, a 2013 study by Hubspot found.

With numbers like these, any and all advice for ramping up your inbound-marketing efforts is valuable, particularly if it comes from those who know the business.

1. “Great” content motivates people to act.

Inbound marketing involves a lot of details. From subheadings, SEO keywords, to simple sentence structure, it can be difficult to determine exactly what makes content “great.” However, for Pulizzi, the answer is simple: “great” content makes people act.

2. Information is not enough to make your content work.

Frequently, an inbound-marketing strategy depends on building a perception of authority around your business. For this reason, providing meaningful factoids and insider tips can seem like the way to go.

3. “Great” content is literally irreplaceable.

It may sound like hyperbole to say that information must be “irreplaceable,” but when one considers that the top result on Google receives 33 percent of clicks, one thing is clear: your content has to be a definitive resource.

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