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

Champion, Justin

Hardcover

ISBN 10: 1119488958 ISBN 13: 9781119488958

Publisher: Wiley, 2018

Synopsis

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.

About this title

About the Author

JUSTIN CHAMPION is a digital nomad, creating value from anywhere he can find a wireless connection. He self-published a free guide to help other aspiring traveling remote workers do the same: wildwewander.com/digital-nomad. Justin has been a digital marketer since 2009 and currently serves as the Content Professor for HubSpot Academy. Justin created HubSpot Academy's Content Marketing Certification course, which has awarded over 60,000 credentials to marketing professionals across the globe. You can sign up and earn your certification for free here: hubspot.com/content. Justin's passion is helping businesses and people tell stories that educate and inspire their audience to take action, whatever that action may be. Follow his research and experiments here: inboundstrategycamp.com/learn.

From the Back Cover

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

From the Inside Flap

Inbound Content offers the techniques and strategies needed to create content that will attract the right people, convert those people into leads, and help engage them to become customers. Written by Justin Champion HubSpot Academy's content marketing guru this dynamic guide details the proven content marketing processes that highlight the creation and distribution of valuable, relevant, and consistent content.

While digital content marketing is fairly new in the marketplace, the concept of content marketing has been around since Ben Franklin created his Poor Richard's Almanac to promote his writing business. The medium has changed over time but the basic concepts of content marketing remain constant. Content marketing is about your audience, what they value, and how you can help educate and entertain them. Instead of marketing or advertising your products and services, you're creating helpful, pleasing content that your prospects and customers can enjoy and learn from. Successful content marketing creates a trusting relationship with your audience. It's no secret that fostering trust leads to business.

The author describes a program for identifying campaigns, setting timelines, and reviewing and editing content before it goes live. Champion defines the tools and responsibilities of team members that are needed in order to create a framework for creating successful content. He also explores how to deploy the magic of storytelling in your content marketing and shows how to generate the ideas that will support your long-term content creation efforts. In addition, ideas are included for developing a blog post, repurposing content, and republishing content across platforms.

Once you have completed Inbound Content you'll be ready to take the HubSpot Academy Content Marketing Certification final exam that will earn you a valuable industry certification. You will join a network of more than 112,000 (and growing) certified professionals that are transforming the way the world does business with HubSpot Academy.

Edition details

• Publisher: Wiley
• Publication date: 2018
• Language: English
• ISBN 10: 1119488958
• ISBN 13: 9781119488958
• Binding: Hardcover
• Edition number: 1
• Number of pages: 256