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

Foreword

Preface

Acknowledgements

About the Author

Introduction: Your Content Marketing Transformation

Chapter 1: Building a Content Creation Framework

Why does your business need a framework for creating content?

How do you build a framework for creating content?

What resources do you need to build a content creation framework?

Chapter 2: The Power of Storytelling

Why does your business need a story?

How do you develop the structure of your story?

What does a good story look like?

Chapter 3: Generating Content Ideas

Why do you need a process for generating content ideas?

Where do ideas come from?

How do you generate ideas for content creation?

Chapter 4: Planning a Long–Term Content Strategy

Why is long–term content planning important?

How do you build a long–term content strategy?

What should a long–term content strategy look like?

Chapter 5: Becoming an Effective Writer

Why does effective writing matter?

How can you attract and engage people with effective content?

How can you improve your writing?

Chapter 6: Creating a Blog Post

Why does blogging help your business grow?

How do you create a successful blog post?

What does a successful blog post look like?

Chapter 7: Extending the Value of Your Content Through Repurposing

Why is repurposing content important?

How do you extend the value of your content?

What?s an example of repurposing content?

Chapter 8: How to Effectively Promote Content

Why is content promotion important?

How do you excel at content promotion?

What does a successful content promotion campaign look like?

Chapter 9: Measuring and Analyzing Content

Why is measuring and analyzing content important?

How do you collect and interpret data?

What do you do with data after you?ve collected it?

Chapter 10: Developing a Growth Marketing Mentality

What is growth marketing?

How can you develop a growth marketing mindset?

What are some growth marketing pro tips?

Chapter 11: Creating Topic Clusters and Pillar Pages

Why are topic clusters important?

How do you create an effective topic cluster and pillar page?

What?s an example of a successful pillar page?

The Results: Where To Go From Here

Glossary

Index

JUSTIN CHAMPION is a digital nomad, creating value from anywhere he can find a wireless connection. 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, a globally recognized course. HubSpot Academy′s purpose is to educate and inspire people so that we, together, transform the way the world does business.