In 2025, buyers are more informed. They do their research and look forward to value before speaking to a salesperson. It has prompted salespeople, marketers, and business owners to rethink their strategies by focusing on creating customer journeys that are less sales-oriented and much more beneficial.
With this in mind, businesses rely not only on selling but also on educating, informing, and entertaining.
Here is where inbound sales strategy and content marketing line up, becoming a powerful business growth engine.
When inbound sales and content marketing align around the customer journey, the result is more leads turning into customers, increased trust and engagement, and, finally, more sustainable business growth.
What is Inbound Sales?
The inbound sales strategy focuses on providing benefits to customers and building trust rather than hard selling. With this strategy, you put effort into becoming an authority in your market, so customers reach out to you, knowing your brand before even the first contact. In contrast to the outbound sales strategy, here, the potential customers reach out to you.
You can achieve that through content marketing, providing your potential customers with high-quality content, presenting your brand as an industry thought leader, sharing guides with the audience, and similar strategies. All the mentioned actions are part of the inbound sales strategy, the core of which is to drive growth with inbound sales and content marketing.
The Role of Content Marketing in Inbound Sales
Content marketing is the process of creating relevant, engaging, and valuable content that resonates with potential customer segments.
Rather than relying on selling products or services, content marketing builds relationships with potential customers through brand awareness and brand loyalty. The goal of content marketing is to gain trust by demonstrating expertise and guiding potential customers.
When we describe different content types, we refer to diverse formats used to engage the target audience, reach business goals, and guide the buyer journey.
As a rule, the ideal mix of content depends on several factors, including:
- business goals
- target audience preferences
- resources available
- industry trends
How To Use Content Marketing in Inbound Sales
Based on the factors mentioned above, you can choose the mix of content for your inbound sales strategy.
Blog Posts
The foundation of an inbound sales strategy remains blog posts relevant to your industry and your audience. Recent studies reveal that 77% of internet users still prefer reading blog articles.
The first and most critical step in writing a blog post is choosing the topic. Start by asking yourself who your target audience is and who your buyer persona is. It will help you gain expertise in your field faster.
The key to effective blog content is SEO optimization. That means making your blog posts optimized for search engines to rank higher and reach the desired audience.
Next, focus on researching the keywords for your blog post. Focus on moderate-to-high ranking keywords. That is the most optimal choice, as opting only for high-ranking ones can make it hard to beat the competition with too many authors writing for this type of keyword.
Auditing the competing content can be good for identifying their gaps and filling them in in your posts.
The ideal length of blog posts is 1000-2000 words, allowing for presenting the topic completely and maintaining keyword relevance.
Videos
Videos are recording a meteoric rise, and have become the champion of marketing content in 2025, with 91% of businesses using video content in their marketing. This type of marketing content is the most shareable and consumed throughout most social media platforms.
Videos are an inseparable part of social media platforms like YouTube, Instagram, TikTok, and Facebook. Overall, videos represent 82-83% of all internet traffic. Moreover, the engagement dynamics have significantly changed with the influence of TikTok, YouTube shorts, and Instagram Reels.
The ideal length of short videos is under 90 seconds, as more consumers admit that short videos are more engaging.
So, when creating a marketing content plan for your business, use as many videos as possible to engage more customers. However, make sure the video content is relevant to your audience.
Podcasts
Podcasts have transformed how people learn new information. Today, they are growing in popularity as more individuals listen to them to discover new topics or enjoy quality time. According to podcast statistics, over the past years, 57% of Americans have listened to podcasts.
Nowadays, businesses must adapt to this new reality where podcasts are becoming dominant. Many companies produce educational podcasts, and business owners and CEOs appear as guests on popular niche podcasts or sponsor them.
Social Media Posts
Social media posts offer concise, impactful content adapted to each platform’s tone and user behavior. With 92% of B2B marketers including LinkedIn in their digital marketing efforts and 89% engaging audiences on broader social channels, brands strategically use these platforms to promote blog posts, demonstrate where your audience is most active produce the best results.
Case Studies
Case studies are ideal for showcasing the real proof of the benefits your brand brings to customers. Today, many businesses use these in-depth success stories to close more deals and enrich their customer base by demonstrating credibility and reinforcing value.
Is there a better way to show a prospect that you can solve their problems than by demonstrating how you've already done it for others? We believe not. So, consider including this marketing content type in your inbound sales strategy.
Infographics
Digital marketing infographics are another popular and effective content marketing strategy. They are especially useful for informing, communicating, and entertaining.
Infographics use engaging visuals to demonstrate and explain complex concepts in a simpler, more understandable way for different audiences.
Additionally, this content type is more likely to be shared on social media due to its simplicity and versatility.
Webinars
Webinars and other similar online events help engage on a deeper level by showcasing the value proposition through live demos, interactions, and insights.
Webinars can become a valuable content marketing asset at all stages of the sales funnel, from presenting your product demo to a lead to onboarding new customers.
So, consider fitting webinars into your content marketing ecosystem.
Tools for Content Marketing
To drive growth through inbound sales and content marketing, you need a full ecosystem of digital tools. These tools help business owners, marketers, ideate, create, distribute, and measure different content types on diverse platforms.
Here are 5 essential tools to drive growth with content marketing in 2025:
Pipedrive CRM
Pipedrive is a sales-first CRM, offering powerful insights for content marketing.
Among the top Pipedrive features for content marketing are lead tracking, email integrations, and sales pipeline views, helping marketing teams understand what content drives action at each funnel stage.
Additionally, you can take advantage of Pipedrive integrations with marketing automation tools like Mailchimp and Zapier, allowing for real-time analytics to help align your content strategy with measurable business outcomes.
Hubspot
HubSpot is considered one of the content marketing cornerstones, with a complete set of tools from CMS and email marketing to SEO and analytics.
This platform supports structured content creation using topic clusters and keyword suggestions.
Other content marketing features of Hubspot include lead qualification, customer segmentation, and performance dashboards. The platform ensures that every piece of content is optimized both for engagement and conversion.
Semrush
Semrush can be an ideal tool for keyword research, SEO audits, and competitive content marketing analysis.
The platform can help you ensure your content ranks on search engines.
Semrush also allows tracking backlinks, traffic, and keyword positions, making it a one-stop solution for conversion-driven content.
Canva
Marketers and designers commonly use Canva or create high-quality visuals, social media posts, infographics, and short videos.
Canva is famous for its user-friendly and simple, drag-and-drop interface, an extensive library of templates, and brand kits, making it accessible to non-designers while keeping professional standards.
Additionally, Canva provides preset video formats (for Instagram Reels, YouTube Shorts, etc.), animations, and more.
The platform is ideal for marketing teams that want to produce engaging visual content quickly and with quality, with no need for spending huge resources on the creation of visuals.
Metricool
Metricool is an all-in-one social media analytics, planning, and competitor tracking software. With this tool, you can easily schedule posts across platforms (including Facebook, Instagram, LinkedIn, Google Business, and others), monitor real-time performance, and analyze competing strategies.
Conclusion
In 2025, the business growth is not about choosing between inbound or outbound strategies. It’s about aligning both strategies around a common goal: informing, educating, and supporting customers at every stage of the sales funnel.
We believe content marketing is the key to success for businesses of all types and sizes. High-performing businesses, sales, and marketing teams rely on SEO-optimized content, personalized outreach, and data-driven social media campaigns to increase engagement, nurture customer relationships, close more deals, and build lasting relationships.
