1 Chapter 1FIGURE 1-1: Agency Eric is a customer avatar who purchases the certification pr...FIGURE 1-2: Understanding the goals and values of your avatar is important.FIGURE 1-3: Demographics bring the customer avatar to life.FIGURE 1-4: Understanding the challenges and pain points of your customer infor...FIGURE 1-5: Businesses provide value by moving prospects from a “Before” state ...FIGURE 1-6: Fill in the blanks on your Statement of Value. FIGURE 1-7: A Facebook advertisement focused on the goal of awareness. FIGURE 1-8: An engaging blog post from the Whole Foods blog. FIGURE 1-9: An email subscription offer from furniture retailer IKEA. FIGURE 1-10: A low-dollar offer from domain registration company GoDaddy. FIGURE 1-11: This onboarding packet builds excitement and teaches the customer ...FIGURE 1-12: Create a customer journey road map for at least one of your core o...

      2 Chapter 2FIGURE 2-1: Acquisition campaigns move prospects from the Aware to Converted st...FIGURE 2-2: Monetization campaigns create excitement and cause existing leads a...FIGURE 2-3: Engagement campaigns can lead to the creation of brand advocates an...FIGURE 2-4: Use Acquisition, Monetization, and Engagement campaigns to move peo...

      3 Chapter 3FIGURE 3-1: HubSpot asks for contact info in exchange for this yearly report. FIGURE 3-2: Copyblogger’s gated offer clearly states what people can expect whe...FIGURE 3-3: IKEA’s sales catalog is an ideal example of a sales material gated ...FIGURE 3-4: A handout is a prime example of useful content that can be gated. FIGURE 3-5: HubSpot generates leads with its gated offer of its “Website Grader...FIGURE 3-6: HueVine uses the free + shipping method for their beauty products. FIGURE 3-7: Through Fiverr, larger services can be splintered into smaller, sin...FIGURE 3-8: Amazon expertly uses upsells and cross-sells to increase the basket...

      4 Chapter 4FIGURE 4-1: This content on FreshBooks is designed to meet a prospective custom...FIGURE 4-2: The three-step marketing funnel. FIGURE 4-3: You need different content types at each stage of the marketing fun...FIGURE 4-4: Whole Foods raises awareness of products it sells while providing v...FIGURE 4-5: Rideshare company Lyft uses a landing page to start its driver appl...FIGURE 4-6: Salesforce creates content that converts at the BOFU by telling cus...FIGURE 4-7: FreshBooks uses a comparison sheet to move a prospect closer to con...FIGURE 4-8: FreshBooks anticipates the next logical intent of a visitor who nee...FIGURE 4-9: The Content Campaign Plan organizes your content strategy for each ...FIGURE 4-10: On Facebook, Lowe’s establishes the benefit of the content and giv...

      5 Chapter 5FIGURE 5-1: A blog post from Neil Patel which recieved high social engagement —...FIGURE 5-2: An excerpt of a segmented post from Moz. FIGURE 5-3: An excerpt from MarketingProfs’s “Write for Us” page. FIGURE 5-4: A blog post uses formatting in a way that makes the content easy to...FIGURE 5-5: A DigitalMarketer blog post with a scarcity countdown CTA.

      6 Chapter 6FIGURE 6-1: An excerpt of a list post of detox water recipes from DIY Projects....FIGURE 6-2: A how-to post on how to play the F-chord on a guitar from wikiHow. FIGURE 6-3: An example of a series post from LA Fitness. FIGURE 6-4: An excerpt from a crowdsourced post by DigitalMarketer. FIGURE 6-5: An example of a quote post from Business.com. FIGURE 6-6: The New Yorker centers its post around a cartoon. FIGURE 6-7: DigitalMarketer writes its top 10 takeaways from an event. FIGURE 6-8: Country Living helps fans get ready for Halloween in this holiday p...FIGURE 6-9: An example of a prediction post from FiveChannels.com. FIGURE 6-10: BuzzFeed creates a challenge post to engage its audience. FIGURE 6-11: An example of a list post from DigitalMarketer. FIGURE 6-12: A sample of an embed reactor blog post from Salesforce. FIGURE 6-13: A crowdsourced post from robbierichards.com.

      7 Chapter 7FIGURE 7-1: A landing page with a clear focus and very few links. FIGURE 7-2: An example of a landing page for a product. FIGURE 7-3: A classic product detail page from e-commerce behemoth Crate & Barr...FIGURE 7-4: Glossier, a popular skincare brand, has their price listed right on...FIGURE 7-5: Amazon offers cross-sells in an attempt to increase the basket size...

      8 Chapter 8FIGURE 8-1: Google displays ads at the top and in the top-right corners of sear...FIGURE 8-2: A discoverable search query for local bed-and-breakfast inns.FIGURE 8-3: A branded search query for Austin’s Inn at Pearl Street.FIGURE 8-4: In 2018 Google rebranded Adwords to Ads. Planning keywords with Goo...FIGURE 8-5: Allrecipes.com satisfies a searcher’s intent for a mojito recipe. FIGURE 8-6: A search query in Amazon satisfies a search for the Canon EOS 70D. FIGURE 8-7: Examples of <title> tags.FIGURE 8-8: Examples of meta descriptions.FIGURE 8-9: Each video image is a thumbnail. FIGURE 8-10: Examining video retention in DigitalMarketer’s New Certified Partn...FIGURE 8-11: A keyword-optimized board from DIY Ready’s Pinterest profile page....FIGURE 8-12: An example of prompts Pinterest gives when searching the platform....FIGURE 8-13: An example of Amazon’s ad placement. Notice the “sponsored” ad res...

      9 Chapter 9FIGURE 9-1: Starbucks uses a CTA button to encourage people to message and enga...FIGURE 9-2: Starbucks includes a timely link in their bio for Women’s History M...FIGURE 9-3: HubSpot uses a punchy tagline and customizes their button to encour...FIGURE 9-4: Starbucks uses their Pinned Tweet to stay timely with Women’s Histo...FIGURE 9-5: GoPro makes a call to action to get its audience to engage with the ...FIGURE 9-6: Save-A-Lot lets a customer know that he’s been heard. FIGURE 9-7: The five keywords that apply to virtually any business.FIGURE 9-8: A flow chart for setting up feedback loops.FIGURE 9-9: Best Western moves a customer complaint to a private channel. FIGURE 9-10: Home Depot uses Twitter to link to its website and build brand awa...FIGURE 9-11: Using a quote from a blog post and turning it into a visual