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% Packages
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\usepackage{multicol}           % Allows multicols in tables
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\usepackage{lastpage}           % Needed for total page number
\usepackage{seqsplit}           % Splits long words.
%\usepackage{opensans}          % Can't make this work so far. Shame. Would be lovely.
\usepackage[normalem]{ulem}     % For underlining links
% Most of the following are not required for the majority
% of cheat sheets but are needed for some symbol support.
\usepackage{amsmath}            % Symbols
\usepackage{MnSymbol}           % Symbols
\usepackage{wasysym}            % Symbols
%\usepackage[english,german,french,spanish,italian]{babel}              % Languages

% Document Info
\author{tcraig941}
\pdfinfo{
  /Title (inbound-marketing.pdf)
  /Creator (Cheatography)
  /Author (tcraig941)
  /Subject (Inbound Marketing Cheat Sheet)
}

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% This two commands together give roughly
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% Commands
\newcommand{\SetRowColor}[1]{\noalign{\gdef\RowColorName{#1}}\rowcolor{\RowColorName}} % Shortcut for row colour
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% Header and Footer
\pagestyle{fancy}
\fancyhead{} % Set header to blank
\fancyfoot{} % Set footer to blank
\fancyhead[L]{
\noindent
\begin{multicols}{3}
\begin{tabulary}{5.8cm}{C}
    \SetRowColor{DarkBackground}
    \vspace{-7pt}
    {\parbox{\dimexpr\textwidth-2\fboxsep\relax}{\noindent
        \hspace*{-6pt}\includegraphics[width=5.8cm]{/web/www.cheatography.com/public/images/cheatography_logo.pdf}}
    }
\end{tabulary}
\columnbreak
\begin{tabulary}{11cm}{L}
    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{Inbound Marketing Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{tcraig941} via \textcolor{DarkBackground}{\uline{cheatography.com/121949/cs/22717/}}}
\end{tabulary}
\end{multicols}}

\fancyfoot[L]{ \footnotesize
\noindent
\begin{multicols}{3}
\begin{tabulary}{5.8cm}{LL}
  \SetRowColor{FootBackground}
  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}tcraig941 \\
  \uline{cheatography.com/tcraig941} \\
  \end{tabulary}
\vfill
\columnbreak
\begin{tabulary}{5.8cm}{L}
  \SetRowColor{FootBackground}
  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Not Yet Published.\\
   Updated 8th May, 2020.\\
   Page {\thepage} of \pageref{LastPage}.
\end{tabulary}
\vfill
\columnbreak
\begin{tabulary}{5.8cm}{L}
  \SetRowColor{FootBackground}
  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Sponsor}}  \\
  \SetRowColor{white}
  \vspace{-5pt}
  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
\end{tabulary}
\end{multicols}}




\begin{document}
\raggedright
\raggedcolumns

% Set font size to small. Switch to any value
% from this page to resize cheat sheet text:
% www.emerson.emory.edu/services/latex/latex_169.html
\footnotesize % Small font.

\begin{multicols*}{3}

\begin{tabularx}{5.377cm}{p{0.74655 cm} x{4.23045 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{3 Step Flywheel}}  \tn
% Row 0
\SetRowColor{LightBackground}
\seqsplit{Attract} & Bring helpful, relevant conversation. Enter the conversation already occurring in the prospect's mind. Give value! \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\seqsplit{Engage} & Address prospect's pain-points, problems, and concerns. Build trust and position yourself as a welcome guest, an advocate, and advisor. \tn 
% Row Count 8 (+ 4)
% Row 2
\SetRowColor{LightBackground}
\seqsplit{Delight} & Provide outstanding, memorable, and value packed experience. Create advocates and promoters for your brand. \tn 
% Row Count 12 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Inbound Principles}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Standardize for consistency} \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Personalize for impact} \tn 
% Row Count 2 (+ 1)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Optimize for clarity} \tn 
% Row Count 3 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Empathize for perspective} \tn 
% Row Count 4 (+ 1)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{x{1.24425 cm} x{3.73275 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Buyer's Journey}}  \tn
% Row 0
\SetRowColor{LightBackground}
Awareness & Prospect realizes they have a problem or opportunity and researches to more clearly define. In this phase, create content focused on the problem and establish yourself as an expert. \tn 
% Row Count 7 (+ 7)
% Row 1
\SetRowColor{white}
\seqsplit{Consideration} & Prospect has defined the problem or opportunity and is researching all possible solutions. Produce content focused on the solutions and solicit engagement. Start conversations! \tn 
% Row Count 13 (+ 6)
% Row 2
\SetRowColor{LightBackground}
Decision & Prospect has determined a path to solving their problem or opportunity and is looking for confirmation of their choice. They are evaluating all options on a "short list." Produce content addressing how your service provides a specific solution to specific problems. Clearly outline why it works. \tn 
% Row Count 23 (+ 10)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Company Purpose}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{Solve a particular problem for a particular set of people. Solve a problem for you that is relevant to others. Define clearly this purpose for everyone in your organization.} \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Align mission to customer's understanding of business through job theory. Align your people with this shared vision and trust your team to support it.} \tn 
% Row Count 7 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Jobs Theory}}  \tn
% Row 0
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\mymulticolumn{1}{x{5.377cm}}{People have things they need to get done and hire products and services to achieve those things.} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Find out what set people on the path to purchasing, what impulse drove them to act.} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{"As a \_\_\_\_\_\_ person, when I \_\_\_\_\_ {[}situation or problem{]}, I want \_\_\_\_\_ {[}action or product{]}, so i can \_\_\_\_\_ {[}desired outcome{]}} \tn 
% Row Count 7 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Buyer Personas}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Build a deep understanding of your ideal buyer, aggregate market information into a specific, fictional person, Use this avatar to create seamless end to end services.} \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{How does this person phrase their problems and interests?} \tn 
% Row Count 6 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{What channels of communication do they prefer?} \tn 
% Row Count 7 (+ 1)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{What demographics does this person belong to?} \tn 
% Row Count 8 (+ 1)
% Row 4
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{What are their pain-points?} \tn 
% Row Count 9 (+ 1)
% Row 5
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Where do they go to get their information?} \tn 
% Row Count 10 (+ 1)
% Row 6
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{What are their common objections as to why your solutions won't fit their needs?} \tn 
% Row Count 12 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{X}
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\mymulticolumn{1}{x{5.377cm}}{\bf\textcolor{white}{Content Audit}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Identify all content currently in files, blogs, crms and cms, websites and social media, etc.} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Organize content by title, buyer's journey stage, format, buyer persona, and other notes} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{5.377cm}}{Identify upcoming priorities by month, campaigns and initiatives, themes and so on.} \tn 
% Row Count 6 (+ 2)
% Row 3
\SetRowColor{white}
\mymulticolumn{1}{x{5.377cm}}{Look at your content calendar as an annual event.} \tn 
% Row Count 7 (+ 1)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}


% That's all folks
\end{multicols*}

\end{document}