Table of Contents *—*
Table of Contents
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Introduction
What Is Inbound Marketing?
What is an inbound marketing campaign?
See it in action: inbound campaign example
How to Identify a Campaign Persona
What is a campaign persona?
Campaign persona templates + free tool
How to Brainstorm Great Campaign Ideas
Tips for more effective brainstorms
How to Set SMART Campaign Goals
What is a SMART goal?
Free SMART goal setting template
How to Create Campaign Content
Exploring content format options
How to map your content format to the buyer’s journey
How to Design a Conversion Path
What is a conversion path?
Best practices for calls-to-action, landing pages, thank you pages, and kickback emails
How to Prepare for Launch & Promo
What to do before/after you launch
How to plan promo across channels
Free content promotion kit + checklist
How to Measure & Report on Results
Simple/advanced marketing metrics
Channel effectiveness metrics
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