INBOUND

DAVID MEERMAN SCOTT
FOREWORD
here used to be only three ways to generate attention for your business: buy expensive
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advertising, beg the mainstream media to tell your story for you, or hire a huge sales
staff to bug people individually about your products. Now we have a better option:
publishing interesting content on the web that your buyers are eager to consume—what
many call Inbound Marketing. Online success comes from thinking like a publisher, this
report will help you do that.
For many organisations, reaching buyers with inbound marketing content has a powerful,
less obvious effect: content brands an organisation as a leader in their market. Instead of
just directly selling something, a great site or blog tells the world that you are smart, that
you understand the market very well, and that you might be a person or a company that
would be valuable to do business with.
If you’re already using Inbound Marketing, these pages will show you how to refine and
improve. If you’re new to Inbound Marketing, this report will set you on the right track.
David Merrman Scott
Marketing Strategist and bestselling author of
The New Rules of Marketing and PR
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