According to the Gartner Group, companies spent 299 billion on software in 2013. Massive hardware companies such as Dell and HP have diversified into software and new start-ups continue to crop up at a breakneck pace.

To compete with established and new companies, you need a cohesive inbound marketing strategy. Inbound marketing allows you to stand out from the crowd by approaching customers in a way that sets your business apart.

Earn More by Giving Things Away

In inbound marketing, you draw customers to you by creating and releasing valuable information. Types of content that software companies can use include:

• How-to articles
• White papers that address a problem your software can solve
• Infographics
• Video tutorials
• eBooks

It can seem counterintuitive to give away so much data without strings attached. So, how does it work?

Let Them Come to You

In the outbound model of sales and marketing, companies make contact with potential customers to inform them of software and other items that are available for sale. This can take the form of cold calls, sales-oriented brochures handed out at conferences, text or display ads or other venues. The problem with this model that it can potentially interrupt a person's experiences. This can be invasive and ultimately ineffective. Additionally, outbound marketing is done on your schedule; you don't necessarily reach the customer at the time when they are most receptive.

By contrast, with inbound marketing, prospects find your company's sites, blogs and other content centers when they search for answers to their questions and solutions to their problems. The client is already in a more receptive frame of mind because she is looking for a solution to a dilemma. By providing answers, you demonstrate that you can help. While they may not buy a software solution from you at that first contact, you have begun a relationship that can, over time, result in repeat sales.

Building Trust Before the First Sale

Inbound marketing is a long-term model. You make your brand's name familiar to people before they even know that they are potential customers. By helping to solve their problems, you make yourself an authoritative and trusted advisor.

Additionally, inbound marketing tends to expand your reach over time. When prospects are helped by your advice, they think more positively of your company and your products. They not only become more open to your products, they often become ambassadors on your behalf. People share content like infographics, blog posts and articles on their personal and professional social networks. And that, in turn, can put your material and your company in front of new people who are all potential prospects as well. Because you are introduced by someone the new prospect knows, some of the trust they feel rubs off on you and your company, as well. Over time, this method of marketing gives you reach far beyond what you could achieve on only your own company's steam. And this is what sets you apart.

Bottom Line

With massive players in the hardware field switching to software and new start-ups continuing to pop up, the software field can feel crowded. You need a strategy that makes your company stand out. Content marketing helps you build your value with prospects before they even know that they need your services. Make an impression through helpful content and they will come to you when it is time to buy.