Title Page -- Copyright Page -- Table of Contents -- Introduction -- About This Book -- Foolish Assumptions -- Icons Used in This Book -- Beyond This Book -- Where to Go from Here -- Part I Getting Started with Inbound Marketing -- Chapter 1 What Is Inbound Marketing, Anyway? -- Knowing the Basics of Inbound Marketing -- Understanding Inbound as a Philosophy and as a Marketing System -- Inbound as a philosophy -- Inbound marketing as a system of attraction and conversion -- Learning Why Inbound Marketing Is Important to Your Organization -- Exploring the Benefits of Inbound Marketing -- Defining the Differences between Traditional and Inbound Marketing -- Traditional marketing -- Inbound marketing -- Understanding the Four Objectives of a High‐Performance Conversion System -- Attracting interest with inbound marketing -- Creating internal and external connections with inbound marketing -- Causing customer conversions with inbound marketing -- Introducing the Three‐Step Inbound Process -- Diagnosing with a baseline assessment/audit -- Prescribing business solutions through strategy -- Applying solutions with inbound initiatives -- Things You Can Do Now -- Chapter 2 Introducing the Inbound Philosophy into Your Organization -- Creating Satisfaction within Your Organization -- Overcoming Internal Resistance to Inbound Marketing -- Making your case for inbound marketing -- Benefits of introducing inbound into your organization -- Gathering support for the change -- Understanding the negative consequences of not changing at all -- Presenting your case for inbound -- Things You Can Do Now -- Chapter 3 Diagnosing Your Current Inbound Marketing Performance -- Performing an Inbound Marketing Assessment -- Understanding Why You Should Perform an Inbound Assessment -- Knowing What to Assess -- Asking the right questions.

Distinguishing between a website grader assessment and an IMA -- Using a website grader -- The components of a basic inbound assessment -- The components of a comprehensive inbound assessment -- Measuring customer conversion points -- Determining Who Should Perform Your Inbound Assessment -- The benefits and drawbacks of self‐diagnosing -- Self‐diagnosing -- Using online tools for self‐diagnosis -- The benefits and drawbacks of outsourcing IMAs -- Outsourcing your assessment -- Things You Can Do Now -- Chapter 4 Prescribing Strategic Inbound Marketing Solutions -- Strategizing Business Solutions -- Starting with a Strategic Inbound Plan -- Understanding the benefits of a strategic inbound plan -- Knowing the Components of Your Strategic Inbound Plan -- Setting goals and objectives based on your baseline assessment -- Developing your attraction and conversion plan -- Establishing inbound analytics -- Formulating your opportunity analysis -- Creating content strategy -- Building Your Strategic Inbound Plan -- Using your assessment to prioritize initiatives -- Identifying tactical tools to activate success -- Mapping future success today -- Remapping success along the way -- Things You Can Do Now -- Chapter 5 Applying Inbound Solutions: Executing Your Plan -- Implementing Your Strategic Inbound Plan -- Developing Your Inbound Timeline -- Creating a Shared Strategic Blueprint (SSB) -- Delegating Ownership of the Work -- Outsourcing execution -- In‐house execution -- Establishing Your Inbound Metrics and Milestones -- Measuring Your Success -- Sharing your analytics -- Communicating your activity -- Reporting your results -- Tweaking links in your Customer Conversion Chain -- Things You Can Do Now -- Part II The Art and Science of Consumer Connections -- Chapter 6 Mapping Your Customers' Purchase Paths -- In the Beginning: Lewis's Purchase Funnel.

Welcome to Today: The Buyer's Journey -- Understanding the Leaky Funnel -- Evolving into the Future: The Lifestyle Loop -- Things You Can Do Now -- Chapter 7 Discovering Customer Needs with Keywords -- Finding a Need and Fulfilling It -- Discovering customer needs: The early years -- Discovering customer needs today -- Understanding Keyword Research for the Inbound Marketer -- Interpreting keywords as stated needs -- Understanding implied keyword meanings -- Using Keyword Tools -- Determining which keywords to target -- Researching and choosing target keywords -- Using other tools to research keywords -- Categorizing Keywords -- All these keywords. What now? -- Branded search vs. non‐branded search -- Assigning keywords to product pyramids -- Segmenting keywords in the Lifestyle Loop/Buyer's Journey -- Matching persona action paths with keywords -- Categorizing keywords for search engine optimization(SEO) -- Categorizing keywords by device -- Things You Can Do Now -- Chapter 8 Connecting People with Your Products -- Creating Meaningful Connections -- Remembering the original 4 P's of Marketing -- Product -- Place -- Price -- Promotion -- Introducing the New 4 P's of Inbound Marketing -- Profile/persona -- Product -- Place in purchase cycle -- Purchase path -- Closing Communication Gaps -- Knowing Your Attraction Factors -- Search engine marketing(SEM) -- Search engine optimization(SEO) -- Paid search -- Content marketing -- Email remarketing -- Social media -- Traditional media -- Things You Can Do Now -- Part III Building a Customer Conversion Machine -- Chapter 9 Building Your Conversion Machine -- Understanding the Importance of a Conversion Machine -- What's a Conversion Machine? -- Connecting with customers -- Connecting your internal parts -- Building your conversion chain links -- Building a Super‐Powered Website Engine.

Fueling Consumer Connections with Content -- Creating a Frictionless Buying Experience -- Achieving Unusually High Performance (Success)! -- Testing Your Attraction and Conversion Points -- Measuring your conversion points -- Tweaking your conversion points -- Things You Can Do Now -- Chapter 10 Organizing Your Website for Attraction and Conversion -- Making Your Website Attractive -- Creating a great user experience (UX) -- Positioning your website to be found by people and Google -- Designing a pleasant onsite brand presence -- Defining a Content Management System (CMS) -- Choosing Your CMS -- Involving Your Developer with Your Marketing Efforts -- Gaining Access to Your Website -- Building Your Website on Conversion Architecture -- Building with search engine optimization (SEO) in mind -- Blueprinting with your Call‐to‐Action Map -- Identifying Wireframes That Work -- Understanding navigation pages -- Understanding information pages -- Understanding conversion pages -- Affirming the visitor's entry -- Validating the visitor's position -- Confirming your position as solution provider -- Converting visitors to the next action -- Creating Your Website Content -- Populating your website pages -- Building your blog -- Applying Website Metrics -- Hooking up Google Analytics -- Using marketing automation software -- Connecting your sales CRM -- Customer service add‐ons -- Billing/payment connections -- Things You Can Do Now -- Chapter 11 Creating a Call‐to‐Action Map -- Building a Call‐to‐Action Map -- Creating Wireframe Templates as Part of Your CTA Map -- Building navigation pages -- Building information pages -- Building conversion pages -- Using Your CTA Map as Part of Your Site Map -- Things You Can Do Now -- Part IV Fueling Visitor Needs with Content Marketing -- Chapter 12 Creating Valuable Content: The 4 E's of Content Marketing.

Why Content Is King, Queen, Jack, and Your Ace in the Hole -- Creating Content Strategy -- Knowing your content -- Making Purposeful Content Connections -- Introducing the 4 E's of Content Marketing -- Creating content that educates researchers -- Creating content that engages shoppers -- Creating content that encourages an action -- Creating content that embraces repeat customers -- Knowing Your Content Forms -- Blogs -- E‐books -- Whitepapers -- Videos -- Webinars -- Infographics -- Online tools -- Fueling Offsite Engagement with Premium Content -- Improving Your Content -- Things You Can Do Now -- Chapter 13 Creating Inbound Campaigns with Content -- Connecting the Dots to Provide Conversion Flow -- Creating Connective Campaigns -- Knowing what an inbound campaign looks like -- Establishing campaign objectives -- Designing your inbound‐marketing campaigns -- Mapping your inbound‐marketing campaigns -- Understanding the campaign build process -- Building Your First Campaign -- Organizing your campaigns for conversion -- Creating new content for your campaigns -- Overlaying content for inbound campaigns -- Matching content form with function -- Optimizing your content -- Creating a frictionless consumer campaign path -- Measuring and replicating campaign success -- Things You Can Do Now -- Chapter 14 Blogging for Attraction -- Going Beyond the Traditional Blog -- Creating Your Blog -- Building your blog -- Writing your blog -- Knowing what to post -- Creating offsite visibility -- Vlogging with video content -- Things You Can Do Now -- Part V Attracting Visitors to Your Website -- Chapter 15 Growing Your Organic Traffic -- Improving Your Organic Traffic -- Looking at SERPs -- Knowing organic page rank factors -- Using your keywords -- Learning clickthrough rates (CTRs) -- Optimizing for Organic Rankings -- Optimizing technical SEO -- Going mobile.

Ranking locally.