CONTENTS

1. Cover
2. Praise for Inbound Marketing
3. Title Page
4. Copyright
5. Foreword
6. Acknowledgments
7. Introduction
8. Part I: Inbound Marketing
   1. Chapter 1: Shopping Has Changed . . . Has Your Marketing?
      1. Who Moved My Customers?
      2. Inbound in Action: Barack Obama for President
      3. To Do
   2. Chapter 2: Is Your Website a Marketing Hub?
      1. Megaphone versus Hub
      2. It's Not What You Say—It's What Others Say About You
      3. Does Your Website Have a Pulse?
      4. Your Mother's Impressed, But…
      5. Tracking Your Progress
      6. Inbound in Action: 37Signals
      7. To Do
   3. Chapter 3: Are You Worthy?
      1. Creating a Remarkable Strategy
      2. Tracking Your Progress
      3. Inbound in Action: The Grateful Dead
      4. To Do
9. Part II: Get Found by Prospects
   1. Chapter 4: Create Remarkable Content
      1. Building a Content Machine
      2. Variety Is the Spice of Life
      3. You Gotta Give to Get
      4. Moving Beyond the Width of Your Wallet
      5. Tracking Your Progress
      6. Inbound in Action: Wikipedia
      7. To Do
   2. Chapter 5: Get Found in the Blogosphere
      1. Getting Your Blog Started Right
      2. Authoring Effective Articles
      3. Help Google Help You
      4. Making Your Articles Infectious
      5. Give Your Articles a Push
      6. Starting Conversations with Comments
      7. Why Blogs Sometimes Fail
      8. The Gift That Keeps on Giving
      9. Consuming Content with RSS
      10. Subscribe to Relevant Industry Blogs
      11. Contribute to the Conversation
      12. Tracking Your Progress
      13. Inbound in Action: Whole Foods
      14. To Do
   3. Chapter 6: Get Found in Google
      1. Paid versus Free
      2. A (Brief) Introduction to How Google Works
      3. Picking the Perfect Keywords
      4. On-Page SEO: Doing the Easy Stuff First
      5. Off-Page SEO: The Power of Inbound Links
      6. Black Hat SEO: How to Get Your Site Banned by Google
      7. The Dangers of PPC
      8. Tracking Your Progress
      9. Inbound in Action: LinkedIn “Elite”
      10. To Do
   4. Chapter 7: Get Found in Social Media
      1. Creating an Effective Online Profile
      2. Getting Fans on Facebook
      3. Creating Connections on LinkedIn
      4. Gathering Followers on Twitter
      5. Gaining Reach from Google+
      6. Being Discovered with StumbleUpon
      7. Getting Found on YouTube
      8. Tracking Your Progress
      9. Inbound in Action: FreshBooks
      10. To Do
   5. Chapter 8: Visual Content
      1. SlideShare
      2. Visual.ly
      3. Pinterest
      4. Instagram
      5. Snapchat
      6. Vine
   6. Chapter 9: Software and Tools as Content
      1. Writing Code Instead of Text
      2. Replace Humans with Machines
      3. Provide a Next Step
      4. Kill Bad Tools Quickly
      5. Tools Don't Market Themselves
      6. Inbound in Action: Wealthfront
      7. To Do
10. Part III: Converting Customers
    1. Chapter 10: Convert Visitors into Leads
       1. Compelling Calls-to-Action
       2. Mistakes to Avoid
       3. Optimizing Through Experimentation
       4. Tracking Your Progress
       5. Inbound in Action: Google
       6. To Do
    2. Chapter 11: Convert Prospects into Leads
       1. Landing Page Best Practices
       2. Creating Functional Forms
       3. Going Beyond the Form
       4. A Word of Caution
       5. Tracking Your Progress
       6. Inbound in Action: Zappos
       7. To Do
    3. Chapter 12: Convert Leads to Customers
       1. Grading and Scoring Your Leads
       2. Nurturing Your Leads
       3. Broadening Your Reach
       4. Tracking Your Progress
       5. Inbound in Action: Kiva
       6. To Do
11. Part IV: Make Better Decisions
    1. Chapter 13: Make Better Marketing Decisions
       1. Levels and Definitions
       2. Campaign Yield
       3. Tracking Your Progress
       4. To Do
    2. Chapter 14: Picking and Measuring Your People
       1. Hire Digital Citizens
       2. Hire for Analytical Chops
       3. Hire for Their Web Reach
       4. Hire Content Creators
       5. Developing Existing Marketers
       6. Tracking Your Progress
       7. Inbound in Action: Jack Welch and GE
       8. To Do
    3. Chapter 15: Picking and Measuring a PR Agency
       1. Picking a PR Agency
       2. Tracking Your Progress
       3. Inbound in Action: Solis, Weber, Defren & Roetzer
       4. To Do
    4. Chapter 16: Watching Your Competition
       1. Tools to Keep Tabs on Competitors
       2. Tracking Your Progress
       3. Inbound in Action: TechTarget
       4. To Do
    5. Chapter 17: On Commitment, Patience, and Learning
       1. Tracking Your Progress
       2. Inbound in Action: Tom Brady
       3. To Do
    6. Chapter 18: Why Now?
12. Tools and Resources
    1. Inbound.org
    2. Advanced Google Search
    3. Tracking with Site Alerts
13. BONUS: Entrepreneur′s Guide to Startup Marketing
    1. Startup Marketing Checklist
    2. 18 Simple Tips for Naming a New Company
    3. Insider Tips on Buying the Domain Name You Love
14. Get Inbound Certified!
15. Index
16. End User License Agreement

List of Tables

1. Table 2.1
2. Table 14.1
3. Table 14.2

List of Illustrations

1. Figure 2.1
2. Figure 5.1
3. Figure 5.2
4. Figure 5.3
5. Figure 5.4
6. Figure 5.5
7. Figure 5.6
8. Figure 6.1
9. Figure 6.2
10. Figure 6.3
11. Figure 6.4
12. Figure 7.1
13. Figure 7.2
14. Figure 7.3
15. Figure 7.4
16. Figure 7.5
17. Figure 7.6
18. Figure 10.1
19. Figure 10.2
20. Figure 11.1
21. Figure 11.2
22. Figure 11.3
23. Figure 11.4
24. Figure 11.5
25. Figure 11.6
26. Figure 11.7
27. Figure 12.1
28. Figure 12.2
29. Figure 12.3
30. Figure 12.4
31. Figure 13.1
32. Figure 13.2
33. Figure 14.1
34. Figure 15.1
35. Figure 16.1
36. Figure 16.2
37. Figure 16.3
38. Figure 16.4
39. Figure 16.5
40. Figure 18.1

Guide

1. Cover
2. Table of Contents
3. Foreword
4. Part 1
5. Chapter 1