Inbound Content

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.

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

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