If you’re like me, stranded somewhere between trying to “do content” and making your website actually *sell*, you’ve probably bumped into two big names...
Inbound Marketing and the StoryBrand framework. I’ve done deep dives into both, made my fair share of mistakes, and here’s what I’ve learned – without the jargon or agency-brochure speak.
My Take on Inbound Marketing
Let’s start with inbound. This is all about creating genuinely useful content like blogs, guides, videos, that build trust with information before you ever try to sell something. For me, inbound means showing up for customers with answers, not ads. When I publish blog posts like this one, offer free resources, and keep educating through emails, leads tend to arrive warmer, more confident, and much closer to a buying decision.
Why do I keep doing inbound?
- The value stacks up over time. Old posts still draw traffic.
- It builds real authority: people start coming to me with questions.
- Sales that come through today often first landed on the site months ago, and came back.
The challenge? Inbound is a marathon, not a sprint. Creating consistent, high-quality content is no small task, and the competition can be fierce. Plus, sometimes it’s hard to pinpoint exactly which touchpoint led to a sale. Unless you're using HubSpot of course, then the tracking scripts help – a lot.
My Experience with StoryBrand
Here’s where StoryBrand changed my game – or I should say, caused me to relook at my game after talking with them a bit. StoryBrand, at its core, forces you to make your customer the focus and clarify how you help them. It’s narrative-driven, simple, and to many, a relief, because it offers a near instant response opportunity you won't likely see from an Inbound effort.
What StoryBrand's approach fixed for me:
- I stopped writing long articles that made people think and started writing about real problems which makes people act.
- Calls to action became more natural and obvious (and feel more genuine).
- My audience actually started engaging with us – less bouncing, more booking.
But be warned: It’s easy to go too “template.” If you don’t adapt StoryBrand to your unique business, it can feel a bit cookie-cutter. While I follow some aspects of StoryBrand, I definitely go my own way. I've been doping this for 30+ years so tweaking it for me feels better than following it to a tee.
Which marketing approach is better? Honestly, both.
Let me boil it down:
| |
Inbound |
StoryBrand |
| Strengths |
Attracts and nurtures leads, earns trust long-term |
Cuts through noise, boosts conversions quickly |
| Challenges |
Slow to ramp up, resource heavy |
Can feel formulaic if overdone |
| Best Use |
Complex offerings, long sales cycles |
Products in need of message clarity |
| Results |
Sustainable organic growth |
Immediate lift in engagement |
How I Blend the Two
I find that the real magic happens when you combine both strategies:
- StoryBrand gives my messaging clarity – so websites and emails convert better.
- Inbound drives a steady stream of new leads, attracts organic traffic, and builds trust.
- When someone discovers a blog post (inbound), then clear StoryBrand (conversion messaging) on the landing page helps them “get it” and take the next step.
Real world example: I collaborated with a professional training client to overhaul their website incorporating StoryBrand principles and making their offer clear and customer-focused. Meanwhile, he keeps publishing resources. As a result, both organic leads increase and a greater number of prospects convert.
SEO – What’s the Impact of Each?
I’ve seen firsthand that inbound is a cornerstone of SEO success. Every optimized article, resource page, or guide we produce adds to search visibility (organic and AI). StoryBrand, while not focused on search, makes my site more engaging, so people responding to ads do help boost scores and are a natural place to incorporate EEAT.
- – Inbound = direct SEO fuel (content, links, structure)
- – StoryBrand = stronger on-page engagement, better conversions
Put together, content gets found AND converts better.
So, Where Should You Start?
If you’re struggling to attract quality traffic, inbound is your friend. It’s a long haul but delivers compounding results. If visitors leave confused, nail down your messaging first – a key part of StoryBrand. And if you want the best of both worlds? Mix them. Use inbound to start the conversation, and StoryBrand to seal the deal.
