Inbound Content: A Step by Guide To Doing Content Marketing the Way

PRAISE FOR INBOUND CONTENT "Justin is a rare find and reminds many of us of their favorite professor in college. His storytelling skill makes learning a joy, and he's translated his in-the-classroom energy, passion, and personal experiences into an easy and truly helpful read." —BRIAN HALLIGAN, co-founder and CEO of HubSpot "Changes to everything from major search algorithms to the rise of off-site publishing have significantly shifted content strategy in recent years. This book is a sorely needed and refreshingly actionable update to the content playbook upon which so many businesses have been built." —MEGHAN KEANEY ANDERSON, VP of Content, HubSpot "Content marketing has come a long way since I started writing the very first book on the subject way back in 2003 (about a century ago in Internet years). While the overall strategy of creating valuable information to educate and inform buyers and grow business hasn't changed since then, the tactics have become increasingly complicated. Fortunately we now have Justin's guide to learn the basics on getting started right away with a content program for your business." —DAVID MEERMAN SCOTT, marketing strategist, entrepreneur, HubSpot Advisory Board member, and bestselling author of ten books including The New Rules of Marketing and PR "Justin Champion's new book is a comprehensive overview of content marketing and a much-needed gift to a field short on actionable guidance that both teaches and inspires. Through engaging storytelling he arms his readers with frameworks and exercises, illustrated with real-life examples. Justin's passion for the subject is contagious and with this book he empowers marketers to deliver on the promises of content marketing." —ANKE AUDENAERT, digital marketing nanodegree lead at Udacity and adjunct professor of marketing at the UCLA Anderson School of Management Learn more: academy.hubspot.com Develop and implement an effective content strategy tailored to your business’s needs Inbound Content is a step-by-step manual for attracting the right people, turning them into leads, and closing them into customers. Today, everyone knows that content is king. It’s how we engage, how we inform, and how we pass the time; content is everywhere, and if you’re not leveraging its power to promote your business, you’ve already been left behind. Having a website and social media is not enough; if you truly want to take advantage of unprecedented levels of connectedness, you have to create content that draws customers in. It’s not about blindly expanding reach, it’s about reaching out to the right audience. Today’s marketplace is no longer about chasing the sale—with the right approach to content, your customers will come to you. Your content must be valuable, relevant, and consistent—but how should it be implemented at the actual content-creation level? This book shows you how to develop a unified strategy, create compelling content tailored to your needs, and utilize that content to its greatest advantage in order to build your brand. Discover the power of storytelling and generate effective content ideas Plan a long-term content strategy and a content creation framework Create great content, promote it, measure it, and analyze its performance Extend your content’s value, become a more effective writer, and develop a growth mentality Effective content is worth its weight in marketing gold. It stands out from the noise, and to the customer, looks like an oasis in a desert of clickbait and paid reviews. Inbound Content shows you how to plan, build, and implement your content strategy for unprecedented engagement and sales.