Despite dramatic changes in the business world, in regulations, and in consumer buying habits and behaviors, too many business owners are not embracing the most effective and profitable marketing methods.

Both new entrepreneurs and those who have owned or managed businesses in the past continue to assume that they need to launch large-scale outbound marketing campaigns to find customers and win business. This includes marketing strategies such as telemarketing, door-to-door sales, television commercials, bulk SMS, and direct mail. While it is true that there is still a place for this type of marketing and they can work, they certainly may no longer be the most profitable and efficient channels out there.

Consumers are tired of being bombarded by marketers and tough sales pitches. Even if they want and need what you have, all too often the pitch is just a detour. Rather, inbound marketing focuses on getting in front of highly specific prospects in the right place at the right time. Not only is it a much more enjoyable experience for both parties, but it also means a much higher return on your marketing budget, and in turn, a lot more marketing for your money.

Inbound marketing includes social media, blogging, article marketing, press releases, and video marketing. All of these are clearly based on one thing, content. It can be articles, blog posts, videos, white papers, or podcasts, but it’s all content. Those business owners who master content marketing will not only position themselves to win more business now, for less, but will also catapult their organizations ahead of the competition.

So what should you know about content marketing and how can you get better at it? Know that great content marketing is all about quality, value delivery, and targeting. Recognize that as a cornerstone of most of your future marketing efforts, you shouldn’t underestimate the need for great writers. Hire the best and you will have the best marketing. Targeting means paying attention to keywords, headings, your style and tone, and where you post your content.

However, don’t overlook the need to organize your content in a focused funnel that pulls readers and prospects closer to acquiring your goods and services. If you are new to this type of marketing strategy, don’t overextend yourself and embrace too many channels and media at once. Instead, focus on developing and mastering a pair and then expanding as your income increases.