Chapter 13

Creating Inbound Campaigns with Content

In This Chapter

arrow Learning the steps to building your inbound marketing campaigns

arrow Creating your first inbound marketing campaign

arrow Learning which content forms are appropriate for your campaign

arrow Organizing campaign content for logical consumption

arrow Paving convenient purchase paths for your prospects

Creating content is at the heart of inbound marketing. Organizing your content consumption path to match the buyer’s purchase path is the fundamental backbone of an effective inbound marketing campaign. In this chapter, you discover key components in building an inbound campaign that attracts and converts. You learn how to map and build an inbound campaign and how to determine which content fits into your inbound campaign.

Connecting the Dots to Provide Conversion Flow

When building an inbound marketing campaign, connecting the dots means associating content with each link in the Customer Conversion Chain and each step in the buyer’s purchase ...

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