Inbound Marketing Course

Lesson 1 • Building Buyer Personas

Synthesises target audience research into actionable semi-fictional profiles. Personas guide content, messaging, and channel decisions across all course chapters.

Lesson 2 • The Inbound Marketing Philosophy

Defines the attract-engage-delight framework and its contrast with interruption-based tactics. Sets the conceptual foundation for every strategy covered in this course.

Lesson 3 • Understanding Your Target Audience

Introduces qualitative and quantitative research methods for target audience analysis. Provides the data foundation required for persona development in the next section.

Lesson 4 • Defining Business Goals and KPIs

Translates broad business objectives into measurable inbound marketing KPIs. Ensures all subsequent tactics are anchored to quantifiable outcomes.

Lesson 1 • Content Types and Formats

Surveys blog posts, videos, podcasts, infographics, and long-form assets by stage fit. Helps students select formats that match persona preferences and journey position.

Lesson 2 • Content Strategy Fundamentals

Defines content strategy as the bridge between business goals and target audience needs. Establishes the planning mindset required before any content is created.

Lesson 3 • Topic Research and Ideation

Applies keyword data, target audience questions, and competitive gaps to generate topic ideas. Feeds directly into SEO and content creation chapters.

Lesson 4 • Content Governance and Quality Standards

Establishes brand voice, style guides, and review processes to maintain consistency. Ensures all content produced later in the course meets professional standards.

Lesson 1 • Technical SEO Essentials

Addresses site speed, mobile usability, crawlability, and structured data. Ensures the technical foundation supports all content and link-building efforts.

Lesson 2 • Keyword Research and Mapping

Covers tools and frameworks for identifying high-value keywords and assigning them to pages. Directly informs the content creation and on-page optimisation sections.

Lesson 3 • Link Building and Domain Authority

Teaches ethical link acquisition through content, outreach, and partnerships. Builds the off-page authority needed to compete for high-value keywords.

Lesson 4 • SEO Fundamentals and Search Intent

Explains how search engines crawl, index, and rank content based on relevance signals. Grounds all optimisation decisions in satisfying user search intent.

Lesson 1 • Content Editing and Optimisation Workflow

Provides a repeatable editing process covering clarity, SEO, and readability checks. Ensures every published piece meets the quality standards set in Chapter 2.

Lesson 2 • Updating and Refreshing Existing Content

Teaches systematic content auditing and updating to recover and grow organic traffic. Extends the content lifecycle beyond initial publication.

Lesson 3 • Pillar Pages and Topic Clusters

Explains how pillar pages and supporting cluster content build topical authority. Connects to keyword mapping and internal linking strategies from Chapter 3.

Lesson 4 • Writing for Personas and Journey Stages

Adapts tone, depth, and framing to match specific personas at each journey stage. Reinforces persona and buyer journey work from Chapter 1.

Lesson 1 • Landing Page Design and Copywriting

Covers layout, headline, benefit copy, and trust signals that maximise conversion rates. Applies persona knowledge to persuasive page design.

Lesson 2 • Conversion Rate Optimisation Testing

Introduces A/B and multivariate testing frameworks to systematically improve conversion rates. Establishes a data-driven iteration cycle used throughout the course.

Lesson 3 • Lead Magnets and Content Offers

Defines high-value downloadable and interactive offers that motivate form submissions. Connects content assets from Chapter 4 to lead capture mechanics.

Lesson 4 • Form Strategy and Progressive Profiling

Balances data collection needs against form abandonment risk using progressive profiling. Feeds qualified lead data into CRM and nurture workflows.

Lesson 1 • Email Analytics and Optimisation

Tracks open rates, click rates, unsubscribes, and revenue attribution to improve sequences. Closes the measurement loop started with KPI setting in Chapter 1.

Lesson 2 • Segmentation and Personalisation

Applies behavioural, demographic, and lifecycle data to create targeted email segments. Increases relevance and audience engagement across all nurture sequences.

Lesson 3 • Nurture Sequence Design

Maps multi-email workflows to buyer journey stages with defined goals per email. Translates journey stage knowledge from Chapter 1 into automated sequences.

Lesson 4 • Email Marketing Strategy Fundamentals

Establishes email's role in the inbound funnel as a nurture and retention channel. Connects lead capture from Chapter 5 to ongoing relationship building.

Lesson 1 • Organic Social Media for Inbound

Applies inbound principles to social posting, community audience engagement, and conversation monitoring. Drives traffic back to owned content and lead capture assets.

Lesson 2 • Distribution Strategy and Channel Selection

Prioritises distribution channels based on persona behaviour and content format fit. Prevents wasted effort by focusing resources on highest-impact channels.

Lesson 3 • Paid Amplification for Inbound Content

Uses targeted paid promotion to accelerate reach for high-value inbound content assets. Bridges organic inbound with paid channels without abandoning inbound principles.

Lesson 4 • Influencer and Community Partnerships

Draws on niche influencers and online communities to amplify content authentically. Complements organic social and link-building strategies from earlier chapters.

Lesson 1 • Lead Quality and Sales Pipeline Reporting

Connects marketing-generated leads to sales pipeline and closed revenue using CRM data. Demonstrates marketing's contribution to business outcomes beyond traffic.

Lesson 2 • Inbound Marketing Measurement Framework

Builds a unified metrics framework spanning traffic, leads, opportunities, and revenue. Connects every KPI established in Chapter 1 to a reporting structure.

Lesson 3 • Channel-Specific Performance Analysis

Evaluates SEO, email, social, and content performance against channel benchmarks. Identifies which channels deliver the highest-quality leads and lowest cost.

Lesson 4 • Strategy Review and Continuous Improvement

Applies a structured quarterly review process to reallocate budget and effort based on data. Embeds a culture of experimentation and iteration into inbound operations.