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Inbound Marketing: The Art of Attraction

Inbound marketing is not a tactic, but a process. It's a way of looking at the customer relationship that parallels any other: First, you determine whether there's a mutual attraction; then you go about building a relationship based on shared interests and values. Just like personal relationships, these relationships are based on respect—something that insistent, interruptive, old-school marketing techniques didn't allow for.

Relationships today are built with information. Forging them requires a firm grasp of your company's buying cycle and ideal customers, an understanding of the power of quality content, and the acknowledgement that, as a marketer, you are not in control—the customer is.

We start, as always, with a sound strategy: Understand the true value your company has in the marketplace and how customers perceive your product. Then, create great content in multiple iterations—video, blog, podcasts, images, whitepapers, webinars, presentations, infographics—that meets customers where they are, in whatever channel or buying stage they may be. Market your content across multiple channels to cement the relationship and convert prospects to leads.

In this 20-page guide, you'll learn how to understand the true value your company has in the marketplace, create great content in multiple iterations that meets customers where they are, and market your content across multiple channels to cement the relationship and convert prospects to leads.

You will learn:

  • How to establish a sound strategy
  • How to develop content for each stage of the buying cycle
  • How to distribute your content to maximize its reach
  • ... and much more!

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