{"product_id":"inbound-content-isbn-9781119488958","title":"Inbound Content","description":"\u003cp\u003e\u003cb\u003eDevelop and implement an effective content strategy tailored to your business\u003c\/b\u003e\u003cb\u003e’\u003c\/b\u003e\u003cb\u003es needs\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eInbound Content\u003c\/i\u003e 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 \u003ci\u003eright\u003c\/i\u003e audience. Today’s marketplace is no longer about chasing the sale—with the right approach to content, your customers will come to you.\u003c\/p\u003e \u003cp\u003eYour 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscover the power of storytelling and generate effective content ideas\u003c\/li\u003e \u003cli\u003ePlan a long-term content strategy and a content creation framework\u003c\/li\u003e \u003cli\u003eCreate great content, promote it, measure it, and analyze its performance\u003c\/li\u003e \u003cli\u003eExtend your content’s value, become a more effective writer, and develop a growth mentality\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEffective 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. \u003ci\u003eInbound Content\u003c\/i\u003e shows you how to plan, build, and implement your content strategy for unprecedented engagement and sales.\u003c\/p\u003e \u003cp\u003eForeword xi\u003cbr\u003e\u003ci\u003eby Marcus Sheridan\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eAbout the Author xix\u003c\/p\u003e \u003cp\u003eIntroduction: Your Content Marketing Transformation xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Building a Content Creation Framework 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Does Your Business Need a Framework for Creating Content? 1\u003c\/p\u003e \u003cp\u003eHow Do You Build a Framework for Creating Content? 2\u003c\/p\u003e \u003cp\u003eWhat Resources Do You Need to Build a Content Creation Framework? 10\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Power of Storytelling 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Does Your Business Need a Story? 17\u003c\/p\u003e \u003cp\u003eHow Do You Develop the Structure of Your Story? 19\u003c\/p\u003e \u003cp\u003eWhat Does a Good Story Look Like? 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Generating Content Ideas 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Do You Need a Process for Generating Content Ideas? 33\u003c\/p\u003e \u003cp\u003eWhere Do Ideas Come From? 35\u003c\/p\u003e \u003cp\u003eHow Do You Generate Ideas for Content Creation? 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Planning a Long-Term Content Strategy 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Long-Term Content Planning Is Important 49\u003c\/p\u003e \u003cp\u003eHow Do You Build a Long-Term Content Strategy? 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Becoming an Effective Writer 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Effective Writing Matters 65\u003c\/p\u003e \u003cp\u003eHow to Attract and Engage People with Effective Content 66\u003c\/p\u003e \u003cp\u003eHow to Improve Your Writing 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Creating a Blog Post 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Does Blogging Help Your Business Grow? 81\u003c\/p\u003e \u003cp\u003eHow Do You Create a Successful Blog Post? 82\u003c\/p\u003e \u003cp\u003eWhat Does a Successful Blog Post Look Like? 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Extending the Value of Your Content through Repurposing 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Repurposing Content Is Important 99\u003c\/p\u003e \u003cp\u003eHow Do You Extend the Value of Your Content? 101\u003c\/p\u003e \u003cp\u003eWhat’s an Example of Repurposing Content? 117\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 How to Effectively Promote Content 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Content Promotion Is Important 123\u003c\/p\u003e \u003cp\u003eOrganic versus Paid Content Promotion 125\u003c\/p\u003e \u003cp\u003eHow to Excel at Content Promotion 128\u003c\/p\u003e \u003cp\u003eWhat a Successful Content Promotion Campaign Looks Like 133\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Measuring and Analyzing Content 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Measuring and Analyzing Content Is Important 141\u003c\/p\u003e \u003cp\u003eHow to Collect and Interpret Data 142\u003c\/p\u003e \u003cp\u003eWhat to Do with Data after You’ve Collected It 152\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Developing a Growth Marketing Mentality 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Growth Marketing? 157\u003c\/p\u003e \u003cp\u003eHow Can You Develop a Growth Marketing Mindset? 158\u003c\/p\u003e \u003cp\u003eWhat Are Some Growth Marketing Pro Tips? 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Creating Topic Clusters and Pillar Pages 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Are Topic Clusters Important? 171\u003c\/p\u003e \u003cp\u003eHow Do You Create an Effective Topic Cluster and Pillar Page? 172\u003c\/p\u003e \u003cp\u003eWhat’s an Example of a Successful Pillar Page? 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 The Results: Where to Go from Here 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlossary 203\u003c\/p\u003e \u003cp\u003eNotes 207\u003c\/p\u003e \u003cp\u003eIndex 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJUSTIN CHAMPION\u003c\/b\u003e 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: \u003ci\u003ewildwewander.com\/digital-nomad\u003c\/i\u003e. 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: \u003ci\u003ehubspot.com\/content\u003c\/i\u003e. 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: \u003ci\u003einboundstrategycamp.com\/learn\u003c\/i\u003e.\u003c\/p\u003e   \u003cp\u003e\u003ci\u003eInbound Content\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eWhile digital content marketing is fairly new in the marketplace, the concept of content marketing has been around since Ben Franklin created his \u003ci\u003ePoor Richard's Almanac\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eThe 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. \u003c\/p\u003e\u003cp\u003eOnce you have completed \u003ci\u003eInbound Content\u003c\/i\u003e 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.        \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR INBOUND CONTENT\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"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.\" \u003cb\u003e —BRIAN HALLIGAN,\u003c\/b\u003e co-founder and CEO of HubSpot  \u003c\/p\u003e\u003cp\u003e\"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.\" \u003cb\u003e —MEGHAN KEANEY ANDERSON,\u003c\/b\u003e VP of Content, HubSpot  \u003c\/p\u003e\u003cp\u003e\"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.\" \u003cb\u003e —DAVID MEERMAN SCOTT,\u003c\/b\u003e marketing strategist, entrepreneur, HubSpot Advisory Board member, and bestselling author of ten books including \u003ci\u003eThe New Rules of Marketing and PR\u003c\/i\u003e  \u003c\/p\u003e\u003cp\u003e\"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.\" \u003cb\u003e —ANKE AUDENAERT,\u003c\/b\u003e digital marketing nanodegree lead at Udacity and adjunct professor of marketing at the UCLA Anderson School of Management   \u003c\/p\u003e\u003cp\u003eLearn more: academy.hubspot.com\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989412921573,"sku":"NP9781119488958","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119488958.jpg?v=1761784007","url":"https:\/\/k12savings.com\/es\/products\/inbound-content-isbn-9781119488958","provider":"K12savings","version":"1.0","type":"link"}