Inbound Content offers the techniques and strategies needed to create content that will attract the right people, convert those people into leads, and help engage them to become customers. Written by Justin Champion--HubSpot Academy's content marketing guru--this dynamic guide details the proven content marketing processes that highlight the creation and distribution of valuable, relevant, and consistent content. While digital content marketing is fairly new in the marketplace, the concept of content marketing has been around since Ben Franklin created his Poor Richard's Almanac to promote his writing business. The medium has changed over time but the basic concepts of content marketing remain constant. Content marketing is about your audience, what they value, and how you can help educate and entertain them. Instead of marketing or advertising your products and services, you're creating helpful, pleasing content that your prospects and customers can enjoy and learn from. Successful content marketing creates a trusting relationship with your audience. It's no secret that fostering trust leads to business. The author describes a program for identifying campaigns, setting timelines, and reviewing and editing content before it goes live. Champion defines the tools and responsibilities of team members that are needed in order to create a framework for creating successful content. He also explores how to deploy the magic of storytelling in your content marketing and shows how to generate the ideas that will support your long-term content creation efforts. In addition, ideas are included for developing a blog post, repurposing content, and republishing content across platforms. Once you have completed Inbound Content you'll be ready to take the HubSpot Academy Content Marketing Certification final exam that will earn you a valuable industry certification. You will join a network of more than 112,000 (and growing) certified professionals that are transforming the way the world does business with HubSpot Academy.