Improving Traffic & Conversions with Inbound Marketing

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This presentation looks at the evolution of channel-centric marketing into full-fledged content marketing over a three year period. It adds context to the inbound marketing process while looking at …

This presentation looks at the evolution of channel-centric marketing into full-fledged content marketing over a three year period. It adds context to the inbound marketing process while looking at real results from every inbound channel.

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  • 1. IMPROVING TRAFFIC & CONVERSIONSwith inbound marketing
  • 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. The Role of SEO & Social Media
  • 5. Agendarelevance.com | @ChadPollitt1. The Role of SEO & Social Media2. The Effects of Content Marketing on Traffic &Conversions by Channel
  • 6. Agendarelevance.com | @ChadPollitt1. The Role of SEO & Social Media2. The Effects of Content Marketing on Traffic &Conversions by Channel3. Content Marketing and Conversions in Context
  • 7. Agendarelevance.com | @ChadPollitt1. The Role of SEO & Social Media2. The Effects of Content Marketing on Traffic &Conversions by Channel3. Content Marketing and Conversions in Context4. The Inbound Campaign Structure
  • 8. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND
  • 9. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND2» CONTENT
  • 10. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND2» CONTENT3» DISTRIBUTION
  • 11. The Role of SEO & Socialrelevance.com | @ChadPollitt1» BRAND2» CONTENT3» DISTRIBUTION4» ENGAGEMENT
  • 12. TAKEAWAY #1relevance.com | @ChadPollittSpend 80% of Time Creating Contentand Only 20% on Distribution andEngagement
  • 13. TAKEAWAY #1relevance.com | @ChadPollitt
  • 14. TAKEAWAY #1relevance.com | @ChadPollitt
  • 15. TAKEAWAY #1relevance.com | @ChadPollitt
  • 16. TAKEAWAY #1relevance.com | @ChadPollitt
  • 17. TAKEAWAY #1relevance.com | @ChadPollitt
  • 18. TAKEAWAY #1relevance.com | @ChadPollitt
  • 19. TAKEAWAY #1relevance.com | @ChadPollitt
  • 20. TAKEAWAY #1relevance.com | @ChadPollitt
  • 21. TAKEAWAY #2relevance.com | @ChadPollittContent Marketing Positively EffectsALL Inbound Channels
  • 22. TAKEAWAY #3relevance.com | @ChadPollittExpect Demand Generation to CreateDemand for Your Content and NOTfor Your Products or Services
  • 23. Inbound Ops » offerrelevance.com | @ChadPollitt
  • 24. Inbound Ops » landing pages + CTAsrelevance.com | @ChadPollitt
  • 25. Inbound Ops » lead nurturingrelevance.com | @ChadPollitt
  • 26. Inbound Ops » emailrelevance.com | @ChadPollitt
  • 27. Inbound Ops » blog, earned, ownedrelevance.com | @ChadPollitt
  • 28. Inbound Ops » Social Mediarelevance.com | @ChadPollitt
  • 29. Inbound Ops » Analyze & Adjustrelevance.com | @ChadPollitt
  • 30. TAKEAWAY #4relevance.com | @ChadPollittThe Inbound Campaign Structureis a Conversion and Nurture Process
  • 31. TAKEAWAY RECAPrelevance.com | @ChadPollitt1. Spend 80% of Time Creating Content and Only 20% onDistribution and Engagement
  • 32. TAKEAWAY RECAPrelevance.com | @ChadPollitt1. Spend 80% of Time Creating Content and Only 20% onDistribution and Engagement2. Content Marketing Positively Effects ALL Inbound ConversionChannels
  • 33. TAKEAWAY RECAPrelevance.com | @ChadPollitt1. Spend 80% of Time Creating Content and Only 20% onDistribution and Engagement2. Content Marketing Positively Effects ALL Inbound ConversionChannels3. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Services
  • 34. TAKEAWAY RECAPrelevance.com | @ChadPollitt1. Spend 80% of Time Creating Content and Only 20% onDistribution and Engagement2. Content Marketing Positively Effects ALL Inbound ConversionChannels3. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Services4. The Inbound Campaign Structure is a Conversion and NurtureProcess
  • 35. FINAL TAKEAWAYrelevance.com | @ChadPollittRight Content + Right Person+ Right Time + Right Channel =Wider Sales Funnel + Acceleration Through It