The biggest difference between inbound and outbound (traditional marketing and branding) is that with inbound, you're allowing the audience to come to you instead of forcing yourself on them. However, in order for them to come to you, you'll need to attract them using a variety of different tactics. The foundation for all of these tactics is content marketing.
By creating high-quality content, you not only establish yourself as a brand authority, but you also help increase your brand exposure. This is done through obtaining higher SEO rankings on Google, getting content shared on social media, and having other well-known brands link to your content from their websites.