CONTENTS Cover Title Page Copyright Dedication Foreword Preface Acknowledgments About the Author Introduction: Your Content Marketing Transformation What Is Content Marketing? How Do You Create an Effective Content Marketing Framework for Your Business? 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 Long-Term Content Planning Is Important How Do You Build a Long-Term Content Strategy? Chapter 5: Becoming an Effective Writer Why Effective Writing Matters How to Attract and Engage People with Effective Content How to 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 Repurposing Content Is Important How Do You Extend the Value of Your Content? What's an Example of Repurposing Content? Chapter Homework Chapter 8: How to Effectively Promote Content Why Content Promotion Is Important Organic versus Paid Content Promotion How to Excel at Content Promotion What a Successful Content Promotion Campaign Looks Like Chapter 9: Measuring and Analyzing Content Why Measuring and Analyzing Content Is Important How to Collect and Interpret Data What to 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? Chapter 12: The Results Glossary Index End User License Agreement List of Illustrations Figure 1.1 Figure 2.1 Figure 2.2 Figure 2.3 Figure 2.4 Figure 2.5 Figure 2.6 Figure 2.7 Figure 2.8 Figure 2.9 Figure 3.1 Figure 3.2 Figure 3.3 Figure 3.4 Figure 3.5 Figure 3.6 Figure 4.1 Figure 4.2 Figure 4.3 Figure 4.4 Figure 4.5 Figure 4.6 Figure 4.7 Figure 4.8 Figure 4.9 Figure 4.10 Figure 5.1 Figure 5.2 Figure 5.3 Figure 5.4 Figure 6.1 Figure 6.2 Figure 6.3 Figure 6.4 Figure 6.5 Figure 6.6 Figure 6.7 Figure 6.8 Figure 6.9 Figure 6.10 Figure 6.11 Figure 6.12 Figure 6.13 Figure 6.14 Figure 6.15 Figure 6.16 Figure 6.17 Figure 6.18 Figure 7.1 Figure 7.2 Figure 7.3 Figure 7.4 Figure 7.5 Figure 7.6 Figure 7.7 Figure 7.8 Figure 7.9 Figure 7.10 Figure 7.11 Figure 7.12 Figure 7.13 Figure 7.14 Figure 7.15 Figure 7.16 Figure 7.17 Figure 7.18 Figure 7.19 Figure 8.1 Figure 8.2 Figure 8.3 Figure 8.4 Figure 8.5 Figure 8.6 Figure 8.7 Figure 9.1 Figure 10.1 Figure 10.2 Figure 10.3 Figure 10.4 Figure 11.1 Figure 11.2 Figure 11.3 Figure 11.4 Figure 11.5 Figure 11.6 Figure 11.7 Figure 11.8 Figure 11.9 Figure 11.10 Figure 11.11 Figure 11.12 Figure 11.13 Figure 11.14 Figure 11.15 Figure 11.16 Figure 11.17 Figure 11.18 Figure 11.19 Figure 11.20 Figure 11.21 Figure 11.22 Figure 11.23 Figure 11.24 Figure 11.25 Figure I.1 Figure I.2 Inbound Content A Step-by-Step Guide to Doing Content Marketing the Inbound Way Justin Champion Cover design: Wiley Copyright © 2018 by John Wiley & Sons, Inc All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 7486011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002 Wiley publishes in a variety of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com For more information about Wiley products, visit www.wiley.com Library of Congress Cataloging-in-Publication Data Names: Champion, Justin, 1986- author Title: Inbound content : a step-by-step guide to doing content marketing the inbound way / Justin Champion Description: Hoboken : Wiley, 2018 | Includes bibliographical references and index | Identifiers: LCCN 2018000766 (print) | LCCN 2018005631 (ebook) | ISBN 9781119488972 (ePub) | ISBN 9781119488965 (ePDF) | ISBN 9781119488958 (hardback) Subjects: LCSH: Marketing | Relationship marketing | BISAC: BUSINESS & ECONOMICS / Marketing / General Classification: LCC HF5415 (ebook) | LCC HF5415 C482433 2018 (print) | DDC 658.8/02 dc23 LC record available at https://lccn.loc.gov/2018000766 Create value before you try to extract it —Dharmesh Shah algorithms of quantity of searches on, 208n.2, 210n.2 search traffic on, 208n.5 snippets in search results from URL builder of Google Alerts, 210n.2 Google Analytics, 207n.3 Google Display Google Drive, 207n.5 Google Search Console, 208n.4 Google Sheets Google Webmaster Tools, 208n.4 Grammar, for effective writing Grammarly Greeks, ancient Growth marketing defined developing tactics for Growth Tribe H Halligan, Brian Headers Headlines, 209n.2 Heat map Help Scout (company) Hemingway Editor “Hiring and In-House Video Producer” (blog post) Hotjar “How to Create a Customer Feedback Taxonomy” (blog post) “How-to” format, for headlines and titles How-to formula, for effective writing “How to Produce an Internet Radio” (blog post) HTML5 HubSpot, 207n.4 analytics from Blog Ideas Generator at blog posts of CMS at content audits at CTA tests at performance tracking at pillar pages of topic clusters at HubSpot Academy, xv HubSpot Academy Content Marketing Certification HubSpot Blog Ideas Generator, 207n.1 HubSpot tracking URL builder Huffingtonpost.com Hummingbird algorithm I Idea generation and buyer persona’s reading habits and competitor’s marketing efforts from discussion forums importance of with others process for and search engine optimization Identity, brand Images, using “Improve Your Audio” (blog post) Inbound (website) Inbound links, 210n.3 Inbound methodology Industry, blog posts about Infographics “Inside-out” thinking Instagram: and growth marketing paid promotions on repurposing content with “Interesting data” format Internal communication Internal links Interviewing, for idea generation iTunes J Jargon K Keywords: in blog posts in content creation framework in effective writing and growth marketing and idea generation long-tail and pillar pages L Landing pages, on pillar pages Layout, pillar page Leads Lincoln, Abraham Links: in blog posts external inbound, 210n.3 internal on pillar pages in promotions for repurposing LinkedIn “List” format, for headlines List formula, for effective writing “Little-known advice, tips, or tricks” format Logic, in storytelling Long-tail keywords Long-term strategy, 208n.1 auditing/assessing initiatives and assets in blog posts in building and buyer’s journey example of importance of setting marketing goals in Loyalty, customer M Mailshake Marketeer.kapost.com Marketing, see Growth marketing Marketing coordinators, responsibilities of Marketing funnel Marketing machine Marketingprofs.com Marketing qualified leads (MQLs) Marketing Rule of Seven Marketing teams Medium (website) Meetings, performance tracking Messaging, custom Messenger (service) Mission Mountain Mystic Company MOZ (company), 209n.1 MQLs (marketing qualified leads) Mycoskie, Blake N “Nailing Your Audience’s Pain Points” (blog post) “Negative-angle” format Netflix Thenextweb.com “NoIndex” classification Numbered lists, in blog posts O Offers, in content creation framework Onboarding, concierge One-click options “100 Days of Growth” (ebook) Online searches Organic content promotion Organic search Organic traffic Outbound marketing, 207n.2 P Paid content promotion Passive voice Patel, Sujan Performance tracking, 210n.1 areas of focus for brand awareness in in content creation framework for content promotion customer conversion and sales in customer loyalty and retention in engagement in importance of lead generation in reviewing at Townsend Security in websites Pillar pages examples of resource 10x and topic clusters Pinterest Pitch, storytelling Podbean Podcasts Point of view Poor Richard’s Almanac (Franklin) “Preparing Your Home the Montessori Way” (ebook) Promoting content in content creation framework example of importance of organic vs paid promotion responsibility for scheduling of successful content promotion Publishing Q “Question” format “Quick tip” format Quora, 208n.3 R RankBrain algorithm Reach, of promotions Recycling content example of at Growth Tribe method for for non-text content at SmartBug Reddit.com Related searches Relationship, customer Repository, for ideas Republishing content Repurposing content content creation framework for example of importance of and pillar pages recycling as republishing as Resolution, in storytelling Resource pillar pages Return on investment (ROI) Revenue goals Reviews ROI (return on investment) S Sales, performance tracking of Thesaleslion.com Sales qualified leads (SQL) Sales teams Sarcasm, in effective writing Scheduling, of content-promotion activities Schmidt, Maren Scripted (online marketplace) Searches, related Searchengineland.com Search engine optimization (SEO) for blog posts in content creation framework and idea generation and repurposing Search engine results page (SERP) Secondary search engine optimization Second-person point of view “Secret-of” format Segmentation, audience SEO, see Search engine optimization SERP, see Search engine results page “7 Digital Marketing Trends That Will Rule 2017 [INFOGRAPHIC]” (blog post) Simplicity, of language Sinek, Simon SlideShare Sliney, Erin SmartBug Media SMART goals, see Specific, measurable, attainable, relevant, timely goals Smartphones Snapchat Social media: ads on and blog posts content promotion on in growth marketing for idea generation in long-term strategies performance tracking on Social media managers Socialmediatoday.com SoundCloud Specific, measurable, attainable, relevant, timely (SMART) goals Spelling, checking SQL (sales qualified leads) Squarespace Storage, content Storytelling best practices for characters in conflict in developing structure for good stories importance of resolution in Style guides, writing Subtopics Swipe file T Targeted ads Teaching, writing for Teamwork A Technique for Producing Ideas (Young) 10-4-1 rule 10x pillar pages Third-person point of view Timelines Titles, for content TOMS Tone Topics: of blog posts core generating ideas for repurposing of Topic clusters creating at Etuma importance of process for and resource pillar pages and 10x pillar pages Top-of-the-funnel Townsend Security Trade Area Systems Traffic, website Trust Twitter U “The Ultimate Guide to Inbound Marketing Personas” (blog post) “The Ultimate Guide to Sales Qualification” (blog post) Unconscious processing Ungated content URLs UTM parameters V Venngage Videos Vimeo Visual aids Visual information, in brain, 208n.7 W Websites: performance tracking for repurposing with time spent on, 207n.2 Whitepapers White space “Why Custom Positioning Isn’t Enough to Close Deals Anymore” (HubSpot) Wikipedia Wildwewander.com (blog) Wistia Word-association games WordPress WriterAccess Writing techniques clear and concise and core attributes of effective writing editing importance of effective writing Y Yahoo! Young, James Webb “You-should-know-this” format YouTube: Etuma’s use of repurposing content with storytelling on Z ZEEF (platform) WILEY END USER LICENSE AGREEMENT Go to www.wiley.com/go/eula to access Wiley's ebook EULA ... quality standards, is grammatically correct, and communicates your message clearly and concisely Once the content has been created, it needs to be packaged in a way that is appealing to readers... plan to analyzing the results—can feel laborious and complicated, but it doesn't have to Having a framework in place that's repeatable, organized, and agile can make the process of creating content. .. Library of Congress Cataloging-in-Publication Data Names: Champion, Justin, 1986- author Title: Inbound content : a step-by-step guide to doing content marketing the inbound way / Justin Champion