The term, inbound marketing was first used and popularised by Brian Halligan and Dharmesh Shah, co-founders of marketing software HubSpot, but the inbound marketing concepts have been around for much longer.
Inbound marketing is described in Inbound Marketing and SEO: Insights from the MOZ Blog as “things you can do on the web that earn traffic and attention, but don’t directly cost money”
Think of whitehat SEO, content marketing, social media marketing, all these can be considered inbound marketing.
Print ads, billboards, TV advertising, display advertising can be considered outbound marketing.
The definition is not set in concrete and what can be considered inbound vs outbound has been and continues to be highly debated, PPC is often caught between the two.
Whilst the term, inbound marketing is slowly gaining traction in the US, it isn’t as popular in the UK, whether it will catch on remains to be seen.
Regardless of what we choose to call it or what acronym we give it, I imagine most of you are using some form of inbound marketing and Rand Fishkin and Thomas Hogenhaven do a fantastic job of outlining the concepts of inbound marketing.
If you work in digital marketing, particularly SEO, you will no doubt have come across Rand Fishkin, CEO and Founder of MOZ (formerly SEOMOZ). If you have come across the MOZ blog, you will know that it is a wealth of a great information, this book is a compilation of the best posts from the MOZ blog updated to reflect accuracy and relevance.
The book covers SEO, content, social media, conversion rate optimisation (CRO) and analytics. I like reading theory but I like it even better when backed up by solid examples and that’s what this book does really well. True you can find all the information on the Moz blog, but if you want the edited version all in one place in a book, then this is it.