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Inbound marketing as a phrase was coined by HubSpot's co-founder and CEO Brian Halligan. The concept has evolved into a framework to attract the interest of potential customers through educational and personalized content. (Introduction)

A potential customer may not fully understand how your organization's products or services can benefit them. The job of an inbound marketer is to facilitate customer engagement with your content in order to build a relationship between business and prospect. (Chapter 1: Inbound Marketing Basics)

Touchpoints are any engagement between business and customer. In inbound marketing, these include blogs, videos, infographics, and more. It usually takes 7-10 "touches" before a prospect is ready is purchase, meaning that each touchpoint has an impact on the one-on-one relationships between buyer and seller. (Chapter 0: Inbound Marketing Explained)

First, cement what you want to achieve with your content. Do you want more engagement? Leads? Customers? It's important that these goals are clear. Then, identify the strengths and resources that your organization has. You should use these within your marketing plan to your benefit. Finally, identify what information that your buyers are most likely to need in each stage of the buyer's journey. A lead who is just getting to know your business will find certain types of info more useful than a sales-qualified lead who is about to purchase. Tailor your content to provide these insights accordingly. (Chapter 2: Planning Your Long-Term Content Strategy)

You'll need to understand each social media channel and platform. For example, Facebook has a different audience and optimal form of content than Instagram or Pinterest. Next, you'll want to apply your content strategy to your social media plan. If your strategy is to maximize engagement through blog posts, consider converting blogs into punchy Instagram posts or short-form videos. Remember the power of listening to your audience, especially in forums like social media where feedback is one comment away. (Chapter 4: Social Media Strategy)

Periodic online hints, tips, and articles can help you stand out as an expert in your industry. This credibility means that future leads and customers will be more likely to trust in your business's products and services. Additionally, your blog can promote new content related to your business to act as a vehicle to gain new prospects. Even better, blogs can be repurposed into other pieces of content. (Chapter 3: Creating a Compelling Blog Post)