In This Chapter
Learning the steps to building your inbound marketing campaigns
Creating your first inbound marketing campaign
Learning which content forms are appropriate for your campaign
Organizing campaign content for logical consumption
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.
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 ...