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I Only Stopped by for Your TOFU - Go Inbound 2013
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I Only Stopped by for Your TOFU - Go Inbound 2013

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Generating Traffic and Leads from ALL Inbound Channels. …

Generating Traffic and Leads from ALL Inbound Channels.


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  • 1. TOFUGenerating Traffic and Leads fromALL Inbound Channels
  • 2. Introduction » Chad Pollitt• Director of Marketing at digitalrelevance• Former Army Commander and Iraq War Veteran• Co-author of The Enterprise Blog Post OptimizationGuide• Member of a Forbes Top 100 List• Featured in The Wall Street Journal, Inc., New YorkTimes, BtoB Magazine, PRDaily.com and othersrelevance.com | @ChadPollitt
  • 3. Introductionrelevance.com | @drelevance• Formerly Slingshot SEO• Inc. 500 – 2011 & 2012• Delivering Earned Media throughDigital PR and Content Marketing• Over 10,000 Online MediaRelationships
  • 4. Agendarelevance.com | @ChadPollitt1. Who’s in My Funnel?
  • 5. Agendarelevance.com | @ChadPollitt1. Who’s in My Funnel?2. The Role of SEO & Social Media
  • 6. Agendarelevance.com | @ChadPollitt1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &Conversions by Channel
  • 7. Agendarelevance.com | @ChadPollitt1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &Conversions by Channel4. Content Marketing and Conversions in Context
  • 8. Agendarelevance.com | @ChadPollitt1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &Conversions by Channel4. Content Marketing and Conversions in Context5. The Inbound Campaign Structure
  • 9. TOFU » top of the funnelrelevance.com | @ChadPollitt96% of First-time Visitors to YourWebsite are NOT there to do Businesswith You-HubSpot
  • 10. TOFU » top of the funnelrelevance.com | @ChadPollittPeople seeking to beempowered with the knowledge(content) to solve their own problems
  • 11. MOFU » middle of the funnelrelevance.com | @ChadPollittPeople willing to overcome high ormultiple barriers to consumption inorder to consume content– due to trust or perceived value
  • 12. BOFU » bottom of the funnelrelevance.com | @ChadPollittPeople seeking knowledge (content)in order to decide who will solvetheir problems.
  • 13. TOFUrelevance.com | @ChadPollitt
  • 14. TAKEAWAY #1relevance.com | @ChadPollittBuild Trust and Perceived Valuein Your Brand by CreatingMostly TOFU Content
  • 15. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND
  • 16. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND2» CONTENT
  • 17. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND2» CONTENT3» DISTRIBUTION
  • 18. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND2» CONTENT3» DISTRIBUTION4» ENGAGEMENT
  • 19. TAKEAWAY #2relevance.com | @ChadPollittSpend 80% of Time Creating Contentand Only 20% on Distribution andEngagement
  • 20. TAKEAWAY #1relevance.com | @ChadPollitt
  • 21. TAKEAWAY #1relevance.com | @ChadPollitt
  • 22. TAKEAWAY #1relevance.com | @ChadPollitt
  • 23. TAKEAWAY #1relevance.com | @ChadPollitt
  • 24. TAKEAWAY #1relevance.com | @ChadPollitt
  • 25. TAKEAWAY #1relevance.com | @ChadPollitt
  • 26. TAKEAWAY #1relevance.com | @ChadPollitt
  • 27. TAKEAWAY #1relevance.com | @ChadPollitt
  • 28. TAKEAWAY #3relevance.com | @ChadPollittContent Marketing Positively EffectsALL Inbound Channels
  • 29. TAKEAWAY #4relevance.com | @ChadPollittExpect Demand Generation to CreateDemand for Your Content and NOTfor Your Products or Services
  • 30. Inbound Ops » offerrelevance.com | @ChadPollitt
  • 31. Inbound Ops » landing pages + CTAsrelevance.com | @ChadPollitt
  • 32. Inbound Ops » lead nurturingrelevance.com | @ChadPollitt
  • 33. Inbound Ops » emailrelevance.com | @ChadPollitt
  • 34. Inbound Ops » blog, earned, ownedrelevance.com | @ChadPollitt
  • 35. Inbound Ops » social mediarelevance.com | @ChadPollitt
  • 36. Inbound Ops » analyze & adjustrelevance.com | @ChadPollitt
  • 37. TAKEAWAY #5relevance.com | @ChadPollittThe Inbound Campaign Structureis a Conversion and Nurture Process
  • 38. TAKEAWAY RECAPrelevance.com | @ChadPollitt1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Content
  • 39. TAKEAWAY RECAPrelevance.com | @ChadPollitt1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Content2. Spend 80% of Time Creating Content and Only 20% onDistribution and Engagement
  • 40. TAKEAWAY RECAPrelevance.com | @ChadPollitt1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Content2. Spend 80% of Time Creating Content and Only 20% onDistribution and Engagement3. Content Marketing Positively Effects ALL Inbound ConversionChannels
  • 41. TAKEAWAY RECAPrelevance.com | @ChadPollitt4. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Services
  • 42. TAKEAWAY RECAPrelevance.com | @ChadPollitt4. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Services5. The Inbound Campaign Structure is a Conversion and NurtureProcess
  • 43. FINAL TAKEAWAYrelevance.com | @ChadPollittRight Content + Right Person+ Right Time + Right Channel =Wider Sales Funnel + Acceleration Through It!