Inbound Marketing: The Fundamentals Inbound marketing techniques include content such as blogs, white papers, and articles; search engine optimization (SEO); social networks; and landing page optimization. Creating creative, informative, intelligent and entertaining content is the goal of a communicator. Naturally, consumers are focused on their wallets and bank accounts. This feat is part of survival. Relatedly, shoppers are constantly looking for improved information that appeals to the senses stimulated by relaxation, entertainment and education). Because of these stimulation needs, certain tactics are necessary and encouraged, in order to prevent annoying and distracting marketing programs from attacking so easily. In others, the new marketing mix must provide a path to a successful sale without dramatically jeopardizing consumers (i.e., cutting off potential customers).