Inbound Content

IntroductionYour Content Marketing Transformation

Welcome to Inbound Content. This book will teach you content marketing concepts that you can apply to your business, turning yourself into a lean, mean content marketing machine.

By the end of this book, you will:

1. Have completed a workbook that will help you get your business's content process up and running.
2. Be prepared to pass the HubSpot Academy Content Marketing Certification final test, earning a valuable industry certification.
3. Be equipped with the knowledge needed to start and maintain a content marketing process for your business.

If you're like me and are a visual learner, watch the content in video format by signing up for a free HubSpot Academy account. Sign up for your free account now: hubspot.com/cmc.

Ready? Let's do this.

What Is Content Marketing?

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.

Even though content marketing has grown in popularity in the past ten years with the rise of Web 2.0, content marketing is not a new concept. Early signs of content marketing date back hundreds of years—from Benjamin Franklin creating his annual Poor Richard's Almanac to promote his writing business in 1732 to, more notably, John Deere's ever-popular magazine, The Furrow. Deere's publication launched in ...