---
title: The Case Against Content Marketing and Inbound Alone | The Sales Blog
description: There are more people who will not happen upon your content marketing efforts than people who will. You may get a fair amount of traffic. Some of that traffic may even come from your dream clients. Check your content and optimize it for search engines. use the cleverest of keyword strategies. But most of the […]
image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_162913184.jpg
---

### [Now booking SKO meetings for 2026/27! Learn more](https://www.thesalesblog.com/authority)

[![Iannarino The Sales Blog](https://www.thesalesblog.com/hubfs/2021%20Website/Images/ai-logo-web.svg) ](https://www.thesalesblog.com)

- WIN AT SALES
  
    - The Sales Environment
    - [ Sales is broken ](https://www.thesalesblog.com/sales-is-broken)
    - [ Modern sales ](https://www.thesalesblog.com/revenue-growth-blueprint)
    - Sales Resources
    - [ Blog ](https://www.thesalesblog.com/blog)
    - [ Podcast ](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show)
    - [ Live Training Events ](https://events.thesalesblog.com)
    - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies)
  
  [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111)
  
  ###### Live Training Events
  
  ### Upcoming training events & workshops
  
  
  
  
  
  [![Sales Accelerator Training](https://no-cache.hubspot.com/cta/default/2922376/cda2541c-e77c-44de-9752-0a68716d50e9.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/cda2541c-e77c-44de-9752-0a68716d50e9)
  
  ###### Online Training Platform
  
  ### Sales Accelerator
  
  
  
  
  
  [![Revenue Growth Blueprint](https://no-cache.hubspot.com/cta/default/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6)
  
  ###### #1 Resource
  
  ### Revenue Growth Blueprint
- [ BLOG ](https://www.thesalesblog.com/blog)
- [ SPEAKING ](https://www.thesalesblog.com/speaking)
- SALES TRAINING
  
    - [ Sales Accelerator + Monthly Webinars Bundle ](https://www.thesalesblog.com/sales-training-events-bundle)
    - [ For Individual Reps ](https://www.thesalesblog.com/individuals)
    - [ For Teams ](https://www.thesalesblog.com/sales-accelerator)
    - [ Events & Other Programs ](https://events.thesalesblog.com)
    - [ Hire Anthony to Speak ](https://www.thesalesblog.com/speaking)
    - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies)
- [ EVENTS ](https://events.thesalesblog.com)
- [ BOOKS ](https://www.thesalesblog.com/books)
- [ ABOUT ](https://www.thesalesblog.com/anthony-iannarino)
- [ CONTACT ](https://www.thesalesblog.com/contact)
- Hit Sales Targets
  
  [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111)
  
  ###### LIVE TRAINING EVENTS
  
  ### Upcoming virtual training events & in-person workshops
  
  ###### Improve your win rates
  
  
  
  
  
  
  
  [![Speaking](https://no-cache.hubspot.com/cta/default/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279)
  
  ###### Keynotes & Workshops
  
  ### Hire Anthony to Speak @ Your Event

# The Case Against Content Marketing and Inbound Alone

![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg)

Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino)   
 December 18, 2014

**There are more people who will not happen upon your content marketing efforts than people who will.** You may get a fair amount of traffic. Some of that traffic may even come from your dream clients. Check your content and optimize it for search engines. use the cleverest of keyword strategies. But most of the people you need to connect with will never see your content while you passively [wait to be discovered](http://thesalesblog.com/blog/2012/04/26/you-are-not-a-secret-agent/).

**It’s more likely that the people who you need to connect with in order to create an opportunity will be in the group who do not find your content than the group who does.** You are supposed to believe that your dream clients are researching companies in your space before deciding who to engage with. The people who actively pursue sales organizations to give them opportunities are usually letting an RFP or managing a bid process. This means that you are already [behind the opportunity](https://www.thesalesblog.com/blog/you-sell-from-in-front), having done nothing to create value in their process. Most of the people you need to connect with aren’t researching you on the web; they’re busy working.

**It’s difficult to create enough compelling content to stay in front of your dream clients with a relevant message.** The social web thrives on content. New content. Exciting content. Entertaining content. Shareable content. For most sales organizations, it’s difficult to create enough content, and more difficult to create [compelling](http://thesalesblog.com/blog/2014/10/28/how-to-create-compelling-content/) content to stay relevant.

**You have no control over when your client becomes dissatisfied enough to change or when that dissatisfaction reaches threshold.** It isn’t enough to hope that what you have published on the web will be found by your dream client when they become [dissatisfied](http://thesalesblog.com/blog/2011/11/13/building-dissatisfaction-and-a-compelling-case-for-change/). The likelihood that your dream client finds you at the exact moment they are dissatisfied enough to explore change is about the same as winning the lottery.

**You have no control over what approaches your competitors take, and your passive approach will cost you opportunities.** Waiting passively for people to find you and your offering is a poor strategy. [It isn’t selling](http://thesalesblog.com/blog/2014/07/24/the-truth-about-social-selling/). While you are waiting, your competitors are calling your dream client to ask for an appointment. Even when they fail to secure that appointment, they are becoming known, and they are ensuring that their dream client knows who they are. They may even be proactively putting their best, most compelling, most value creating content in front of the dream clients that you have on your list.

None of this is to suggest that content marketing and inbound isn’t important. It’s a reminder that content marketing and inbound alone isn’t enough. The silence you hear is the sound of [your phone not ringing](http://thesalesblog.com/blog/2014/10/13/the-sound-of-your-phone-not-ringing/).

###### Tags:

[Sales](https://www.thesalesblog.com/blog/tag/sales) [2014](https://www.thesalesblog.com/blog/tag/2014)

Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino)  on December 18, 2014

 Written and edited by human brains and human hands.

![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg)

Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com)

[Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino)

[![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video)

![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg)

### Free Sales eBook: Sales Call Planner

Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism.

[![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7)

## Are You Ready To Solve Your Sales Challenges?

![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png)

Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?**

[![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035)

### Join my Weekly Newsletter for Sales Tips

Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE!

---

```json
{
  "@context" : "http://schema.org/",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Anthony Iannarino"
  },
  "dateModified" : "2024-08-23T4:30:11 AM",
  "datePublished" : "2014-12-18 21:00:13",
  "description" : "There are more people who will not happen upon your content marketing efforts than people who will. You may get a fair amount of traffic. Some of that traffic may even come from your dream clients. Check your content and optimize it for search engines. use the cleverest of keyword strategies. But most of the […]",
  "headline" : "The Case Against Content Marketing and Inbound Alone",
  "image" : {
    "@type" : "ImageObject",
    "height" : 16,
    "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico",
    "width" : 16
  },
  "mainEntityOfPage" : {
    "@id" : "https://www.thesalesblog.com/blog/the-case-against-content-marketing-and-inbound-alone",
    "@type" : "WebPage"
  },
  "name" : "The Case Against Content Marketing and Inbound Alone",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 24,
      "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg",
      "width" : 228
    },
    "name" : "The Sales Blog"
  }
}
```