Inbound Marketing Course

Lesson 1 • The Inbound Marketing Philosophy

Defines inbound as attracting, engaging, and delighting customers through value. Grounds the chapter by contrasting push versus pull marketing models.

Lesson 2 • Buyer Personas and Target Audiences

Teaches how to build data-driven buyer personas from research and interviews. Personas become the targeting foundation for all subsequent inbound tactics.

Lesson 3 • The Buyer's Journey

Maps the awareness, consideration, and decision stages a buyer traverses. Aligns content and messaging strategy to each stage of the journey.

Lesson 4 • The Inbound Methodology Framework

Introduces the attract-engage-delight flywheel model and its stages. Connects each stage to measurable business outcomes and customer lifecycle.

Lesson 1 • Content Strategy Fundamentals

Defines content strategy as the planning layer above content creation. Connects strategic intent to persona needs and business goals established in Chapter 1.

Lesson 2 • Content Calendar and Workflow

Establishes a repeatable editorial process from ideation to publication. Introduces workflow tools and team roles for consistent content output.

Lesson 3 • Repurposing and Content Efficiency

Maximises content ROI by transforming one asset into multiple formats. Reduces production burden while extending reach across channels.

Lesson 4 • Writing for Inbound Audiences

Develops persuasive, scannable writing techniques optimised for digital readers. Covers headline formulas, storytelling structures, and calls to action.

Lesson 1 • On-Page SEO Optimisation

Applies technical and editorial on-page factors to maximise content visibility. Covers title tags, meta descriptions, headers, and internal linking.

Lesson 2 • Link Building and Domain Authority

Covers ethical link acquisition strategies that increase domain authority. Connects off-page signals to improved organic rankings for inbound content.

Lesson 3 • SEO Fundamentals and Search Intent

Explains how search engines crawl, index, and rank content. Introduces search intent as the bridge between keyword research and content strategy.

Lesson 4 • Technical SEO Essentials

Addresses site speed, mobile usability, structured data, and crawlability. Ensures the technical foundation supports content discoverability.

Lesson 1 • Calls to Action and Conversion Paths

Designs contextual CTAs that guide visitors through a logical conversion path. Connects CTAs to the correct offer for each buyer journey stage.

Lesson 2 • Landing Page Design and Copywriting

Applies conversion-centred design principles to landing page layout and copy. Removes friction and builds trust to maximise form completion rates.

Lesson 3 • A/B Testing and Conversion Rate Optimisation

Introduces hypothesis-driven testing to improve landing page and CTA performance. Teaches statistical significance and iterative optimisation cycles.

Lesson 4 • Lead Generation Strategy

Defines lead generation within the inbound flywheel and its role in revenue growth. Establishes lead quality criteria aligned to sales team requirements.

Lesson 1 • Lead Nurture Sequence Design

Builds multi-touch email sequences aligned to buyer journey stages and lead scores. Sequences convert cold leads into sales-ready opportunities over time.

Lesson 2 • Writing Effective Marketing Emails

Teaches subject line, preview text, body copy, and CTA writing for high engagement. Applies persona knowledge from Chapter 1 to personalised messaging.

Lesson 3 • Email Analytics and Optimisation

Measures open rate, click rate, conversion rate, and unsubscribe trends. Uses data to iterate on subject lines, content, and sequence structure.

Lesson 4 • Marketing Automation Fundamentals

Introduces workflow logic, triggers, and branching to automate nurture at scale. Connects automation to lead scoring and CRM data for personalised paths.

Lesson 1 • Content Creation for Social Channels

Adapts core content assets into platform-native formats that drive engagement. Covers short-form video, carousels, stories, and long-form social posts.

Lesson 2 • Building Owned Brand Communities

Designs branded forums, groups, or membership spaces that reduce platform dependency. Connects community participation to retention and advocacy outcomes.

Lesson 3 • Engagement and Community Management

Builds active engagement habits that signal algorithmic favour and deepen audience trust. Covers response protocols, moderation, and community health metrics.

Lesson 4 • Social Media Strategy for Inbound

Positions social media as a distribution and relationship channel within the inbound flywheel. Aligns platform selection to persona behaviour and content formats.

Lesson 1 • Loyalty Programmes and Retention Tactics

Designs loyalty mechanics that reward repeat behaviour and deepen brand attachment. Covers points, tiers, community, and experiential loyalty models.

Lesson 2 • From Transactional to Relational Marketing

Contrasts transactional and relational marketing models using customer lifetime value logic. Establishes why retention outperforms acquisition in mature markets.

Lesson 3 • Customer Experience and Touchpoint Mapping

Maps every brand interaction across the customer lifecycle to identify experience gaps. Connects touchpoint quality to relationship strength and loyalty.

Lesson 4 • Net Promoter Score and Feedback Loops

Uses NPS, CSAT, and qualitative feedback to measure and improve relationship health. Closes the loop by acting on feedback and communicating changes to customers.

Lesson 1 • Web Analytics and Traffic Analysis

Interprets website traffic data to evaluate content and SEO performance. Identifies high-value pages, traffic sources, and drop-off points in conversion paths.

Lesson 2 • Attribution Modelling

Evaluates first-touch, last-touch, and multi-touch attribution models for inbound channels. Selects the attribution model that best reflects the customer journey.

Lesson 3 • Campaign Reporting and Dashboards

Builds executive and operational dashboards that communicate performance clearly. Covers data visualisation principles and reporting cadence for stakeholders.

Lesson 4 • Continuous Improvement and Strategy Iteration

Applies a structured test-learn-optimise cycle to inbound and relationship strategy. Prioritises experiments using impact, confidence, and effort scoring.