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. 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. 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, entrepren