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Inbound Content: A Step–by–Step Guide To Doing Content Marketing the Inbound Way Hardcover – Import, 5 Jun 2018
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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 ChampionHubSpot Academy's content marketing guruthis 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.
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
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It gets harder and harder to stand out in a content-saturated world and this book helps you do just that - stand out and grow your business with Inbound Content! Can't wait to apply everything I learned from this book.