Go Inbound Marketing 2013
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Go Inbound Marketing 2013

  • 474 views
Uploaded on

In this presentation, we explore the relationship between online content, its channels of distribution and the top of the sales funnel, using over three years-worth of data.

In this presentation, we explore the relationship between online content, its channels of distribution and the top of the sales funnel, using over three years-worth of data.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
474
On Slideshare
474
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
9
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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!