While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads. – Content Marketing Institute
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content. This content is meant to attract and retain a clearly defined audience and, ultimately, drive profitable customer action. When done correctly, content marketing helps create a relationship with your audience, which leads to trust. And if your audience trusts you, they’ll be more willing to do business with you when they’re ready to make a purchasing decision.
But where do you start?
Justin Champion is a digital nomad, and Content Professor for HubSpot Academy. In 2016 he created HubSpot Academy's Content Marketing Certification, a globally recognized course. Since the course's inception it has awarded over 30,000 certifications to marketing professionals across the globe.
In 2017, Justin and HubSpot Academy went on a cross-country workshop roadshow where they educated and inspired people to create effective content strategy plans. Somewhere between California and Virginia, Justin expanded lessons from HubSpot Academy's Content Marketing Certification and paired it with experiments he'd been conducting from the road, and that's where Inbound Content was born.
Inbound Content is a step-by-step guide to doing content marketing the inbound way. It teaches readers how their content should attract the right people to their site, convert those people into leads, and nurture and help close them into customers.
“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 & Adj. Professor of Marketing at the UCLA Anderson School of Management