Inbound Digital Marketing Course

Lesson 1 • The Inbound Methodology Framework

Introduces the attract-engage-delight flywheel model. Students map each stage to specific marketing actions and business outcomes.

Lesson 2 • Setting Inbound Marketing Goals

Introduces SMART goal-setting aligned to business objectives and inbound KPIs. Students leave with a goal framework applicable to any inbound program.

Lesson 3 • Inbound vs. Outbound Marketing

Contrasts permission-based attraction with interruption-based promotion. Sets the strategic mindset for every subsequent inbound tactic covered in the course.

Lesson 4 • Building Buyer Personas

Teaches research-based persona creation using demographics, goals, and pain points. Personas become the targeting foundation for all inbound campaigns.

Lesson 1 • Content Performance Measurement

Identifies metrics for reach, engagement, and conversion at each funnel stage. Students build a content scorecard to evaluate and iterate their strategy.

Lesson 2 • Content Strategy Fundamentals

Defines content strategy as the plan governing creation, distribution, and governance. Anchors strategy decisions to persona needs and business goals.

Lesson 3 • Writing for Digital Audiences

Teaches scannable, persuasive writing optimized for online reading behavior. Applies headline formulas, structure, and calls to action to real content drafts.

Lesson 4 • Editorial Planning and Calendars

Covers building and managing an editorial calendar to ensure consistent publishing. Students create a 90-day content calendar using a structured template.

Lesson 1 • On-Page SEO Optimization

Teaches title tags, meta descriptions, header hierarchy, and internal linking. Students apply on-page best practices to existing and new content assets.

Lesson 2 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms at a conceptual level. Provides the mental model needed to make informed SEO decisions throughout the chapter.

Lesson 3 • Link Building and Off-Page Authority

Explains domain authority, backlink quality, and ethical link acquisition tactics. Students draft an outreach plan to earn high-quality inbound links.

Lesson 4 • Technical SEO Essentials

Addresses site speed, mobile-friendliness, structured data, and crawlability. Students audit a website and produce a prioritized technical fix list.

Lesson 1 • Social Media Analytics and Reporting

Covers reach, impressions, engagement rate, and link click metrics per platform. Students build a social reporting dashboard tied to inbound traffic goals.

Lesson 2 • Community Building and Engagement

Teaches proactive engagement, comment management, and community cultivation tactics. Connects relationship-building to long-term inbound audience growth.

Lesson 3 • Social Listening and Competitive Analysis

Introduces monitoring brand mentions, industry keywords, and competitor activity. Students use listening insights to refine content topics and messaging.

Lesson 4 • Social Media Strategy Fundamentals

Defines social media's role within the inbound attract stage. Students select platforms based on audience data and set measurable social objectives.

Lesson 1 • Calls to Action and User Experience

Covers CTA placement, design, and copy for maximum click-through rates. Connects UX principles to reducing friction in the conversion path.

Lesson 2 • A/B Testing and Conversion Rate Optimization

Introduces hypothesis-driven testing of landing pages, CTAs, and forms. Students run a structured A/B test and interpret results to improve conversion rates.

Lesson 3 • Landing Page Design and Copywriting

Teaches the anatomy of a high-converting landing page including headline, benefits, and form. Students build and critique landing pages using conversion principles.

Lesson 4 • Creating High-Converting Offers

Covers ebooks, webinars, templates, and free tools as lead magnets. Students match offer type to buyer journey stage and persona pain points.

Lesson 1 • Email Copywriting and Design

Teaches subject line formulas, preview text, body structure, and mobile-responsive design. Students write and design a complete promotional and nurture email.

Lesson 2 • Email Segmentation and Personalization

Covers behavioral, demographic, and lifecycle-based segmentation for relevance. Students apply segmentation rules to improve open rates and click-through rates.

Lesson 3 • Email Marketing Strategy and List Building

Covers permission-based list growth, subscriber segmentation, and deliverability fundamentals. Positions email as the primary nurture channel within the inbound system.

Lesson 4 • Lead Nurturing Workflows

Introduces trigger-based and time-based automation sequences for different lifecycle stages. Students map and build a multi-step nurture workflow in a marketing platform.

Lesson 1 • Marketing and Sales Alignment

Addresses SLA agreements, lead handoff processes, and closed-loop reporting. Students draft a marketing-sales SLA defining MQL criteria and follow-up timelines.

Lesson 2 • CRM Setup and Data Management

Covers contact records, deal pipelines, and data hygiene within a CRM system. Students configure a CRM to reflect their inbound funnel stages and handoff criteria.

Lesson 3 • Marketing Automation Fundamentals

Defines automation platforms, their core capabilities, and their role in scaling inbound. Students map automation use cases to their existing lead generation funnel.

Lesson 4 • Lead Scoring and Qualification

Teaches demographic and behavioral scoring models to prioritize sales-ready leads. Students build a lead scoring matrix aligned to their MQL and SQL definitions.

Lesson 1 • Building a Full Inbound Marketing Plan

Guides students through assembling a complete inbound plan covering personas, goals, channels, and KPIs. The final deliverable is a presentation-ready strategic plan.

Lesson 2 • Integrated Inbound Campaign Planning

Teaches how to orchestrate SEO, content, social, email, and automation into one campaign. Students produce a campaign brief connecting all channels to a single business goal.

Lesson 3 • Inbound ROI Measurement

Defines customer acquisition cost, lifetime value, and inbound ROI calculation methods. Students calculate ROI for a simulated inbound program using real metric inputs.

Lesson 4 • Data-Driven Strategy Iteration

Introduces the analyze-hypothesize-test-implement cycle for continuous improvement. Students apply the cycle to a real or simulated inbound program performance gap.