At its core, Inbound Marketing is using online content (blogs, podcasts, video, eBooks, emails, social media) to convert total strangers into visitors, leads, customers – and finally, promoters. Instead of reaching out (outbound marketing) to total strangers, the object of the game is to create quality content that brings them in. Think of it this way: You can chase butterflies with big, wide nets, or you can plant a butterfly garden and watch them flutter to you. Not only will you like the second way better – your butterflies will too.