Marketers find inbound marketing is more successful than outbound for one of their top goals - lead generation.

Lead generation is a main priority for most marketers. In fact, this year’s State of Inbound Marketing report from HubSpot found that it’s the most important goal in 2014, followed by lead conversions. To reach their goals, brands are wise to focus on inbound marketing.

The data HubSpot collected for the report from over 3,000 marketers confirmed that inbound efforts are a better way to generate leads than outbound efforts. Practices like content marketing are¬†effective because they give qualified prospects the information they’re looking for in search results. It captures interest and nurtures leads by offering relevant information and insightful answers that consumers want – rather than pushing information in front of them.

Another reason why inbound is so effective is that it builds momentum over time. Unlike paid advertising that requires money every time a campaign is run, organic inbound marketing requires an upfront investment in the content, But after that, they generate momentum on their own.

Every time someone searches for information related to content, those assets can resurface to generate new leads. Every link to a resource gets the information in front of new audiences. Every reference on social media helps the brand reach new audiences across the web. Because of this longevity, inbound strategies like content marketing help brands generate more leads over a longer period of time to make these campaigns more successful.

For more background on content and inbound marketing campaigns, check out these related resources: 

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.