You do this through a process of content generation and publishing.
If you're a sizable business with a large budget, you hire an agency to do this for you.
If you're a Mom and Pop business and can not afford a proper agency, you can learn to do this yourself, as many do.
One of the questions/debates about Inbound Marketing occurring in the blogosphere now is Quantity vs Quality, relative to the content you publish.
One school of thought is that what gets the attention of the search engines is a large quantity of short posts that may not be well researched, but provide some information to your readers. I call these "snippet posts".
Another school of thought is that if you can't provide high quality content in a post, don't bother at all. One great well researched post a week is better than two shorter less well researched posts a day. I call these longer better researched posts "anchor posts"
The truth is you need both snippet posts and anchor posts, but when you're starting and your time, energy, and money is limited, where do you focus?
The only correct answer is; start now! If your quality is not great, start anyway. The way you get good at anything is to do it. The more you do it, the better you get.
You may not remember, but when you first learned to walk, you were really bad at it. You got good at it by persevering and doing it until it was easy.
You probably do remember, but when you first learned to drive, you again were really bad at it.
This a recurring pattern is how anyone learns to do anything.
If you need to learn how to generate content with which to get your Inbound Marketing effort going, start generating content! The more you do, the better you'll get.
I'm not recommending you publish crap for the sake of publishing crap, but how else are you going to learn?