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.
Autorentext
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.
Klappentext
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
Inhalt
Foreword xi
by Marcus Sheridan
Preface xv
Acknowledgments xvii
About the Author xix
Introduction: Your Content Marketing Transformation xxi
Chapter 1 Building a Content Creation Framework 1
Why Does Your Business Need a Framework for Creating Content? 1
How Do You Build a Framework for Creating Content? 2
What Resources Do You Need to Build a Content Creation Framework? 10
Chapter 2 The Power of Storytelling 17
Why Does Your Business Need a Story? 17
How Do You Develop the Structure of Your Story? 19
What Does a Good Story Look Like? 27
Chapter 3 Generating Content Ideas 33
Why Do You Need a Process for Generating Content Ideas? 33
Where Do Ideas Come From? 35
How Do You Generate Ideas for Content Creation? 38
Chapter 4 Planning a Long-Term Content Strategy 49
Why Long-Term Content Planning Is Important 49
How Do You Build a Long-Term Content Strategy? 51
Chapter 5 Becoming an Effective Writer 65
Why Effective Writing Matters 65
How to Attract and Engage People with Effective Content 66
How to Improve Your Writing 73
Chapter 6 Creating a Blog Post 81
Why Does Blogging Help Your Business Grow? 81
How Do You Create a Successful Blog Post? 82
What Does a Successful Blog Post Look Like? 91
Chapter 7 Extending the Value of Your Content through Repurposing 99
Why Repurposing Content Is Important 99
How Do You Extend the Value of Your Content? 101
What's an Example of Repurposing Content? 117
Chapter 8 How to Effectively Promote Content 123
Why Content Promotion Is Important 123
Organic versus Paid Content Promotion 125
How to Excel at Content Promotion 128
What a Successful Content Promotion Campaign Looks Like 133
Chapter 9 Measuring and Analyzing Content 141
Why Measuring and Analyzing Content Is Important 141
How to Collect and Interpret Data 142
What to Do with Data after You've Collected It 152
Chapter 10 Developing a Growth Marketing Mentality 157
What Is Growth Marketing? 157
How Can You Develop a Growth Marketing Mindset? 158
What Are Some Growth Marketing Pro Tips? 165
Chapter 11 Creating Topic Clusters and Pillar Pages 171
Why Are Topic Clusters Important? 171
How Do You Create an Effective Topic Cluster and Pillar Page? 172
What's an Example of a Successful Pillar Page? 190
Chapter 12 The Results: Where to Go from Here 201
Glossary 203
Notes 207
Index 211