Introduction 1

Part I: Getting Started with Inbound Marketing 5

Chapter 1: What Is Inbound Marketing, Anyway? 7

Chapter 2: Introducing the Inbound Philosophy into Your Organization 21

Chapter 3: Diagnosing Your Current Inbound Marketing Performance 29

Chapter 4: Prescribing Strategic Inbound Marketing Solutions 47

Chapter 5: Applying Inbound Solutions: Executing Your Plan 63

Part II: The Art and Science of Consumer Connections 73

Chapter 6: Mapping Your Customers’ Purchase Paths 75

Chapter 7: Discovering Customer Needs with Keywords 85

Chapter 8: Connecting People with Your Products 107

Part III: Building a Customer Conversion Machine 121

Chapter 9: Building Your Conversion Machine 123

Chapter 10: Organizing Your Website for Attraction and Conversion 133

Chapter 11: Creating a CallA?]toA?]Action Map 149

Part IV: Fueling Visitor Needs with Content Marketing 161

Chapter 12: Creating Valuable Content: The 4 E’s of Content Marketing 163

Chapter 13: Creating Inbound Campaigns with Content 181

Chapter 14: Blogging for Attraction 201

Part V: Attracting Visitors to Your Website 213

Chapter 15: Growing Your Organic Traffic 215

Chapter 16: Attracting Visitors with Paid Search 231

Chapter 17: Attracting Visitors with Social Media Sharing 247

Chapter 18: Using Email to Attract and Reattract 257

Part VI: Understanding the Power of Conversion 269

Chapter 19: Knowing Your Conversion Types 271

Chapter 20: Increasing Website Conversions 283

Chapter 21: Building Effective Landing Pages 295

Part VII: Measuring Success with Analytics 305

Chapter 22: Measuring Your Inbound Marketing Results 307

Chapter 23: Understanding User Testing 319

Part VIII: The Part of Tens 327

Chapter 24: Ten Steps to Implementing Inbound Marketing 329

Chapter 25: Ten Important Inbound Marketing Metrics 337

Glossary 345

Index 351