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Go Inbound Marketing 2013 - Chad Pollitt

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Director of Marketing for digitalrelevance, Chad Pollitt, explores the relationship between online content, its channels of distribution and the top of the sales funnel

Director of Marketing for digitalrelevance, Chad Pollitt, explores the relationship between online content, its channels of distribution and the top of the sales funnel

Published in: Business, Technology

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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 | #GoInboundMktg
  • 3. Introduction• Formerly Slingshot SEO• Inc. 500 – 2011 & 2012• Delivering Earned Media throughDigital PR and Content Marketing• Over 10,000 Online MediaRelationshipsrelevance.com | @ChadPollitt | #GoInboundMktg
  • 4. Agenda1. Who’s in My Funnel?relevance.com | @ChadPollitt | #GoInboundMktg
  • 5. Agenda1. Who’s in My Funnel?2. The Role of SEO & Social Mediarelevance.com | @ChadPollitt | #GoInboundMktg
  • 6. Agenda1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &Conversions by Channelrelevance.com | @ChadPollitt | #GoInboundMktg
  • 7. Agenda1. 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 Contextrelevance.com | @ChadPollitt | #GoInboundMktg
  • 8. Agenda1. 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 Structurerelevance.com | @ChadPollitt | #GoInboundMktg
  • 9. TOFU » top of the funnel96% of First-time Visitors to YourWebsite are NOT there to do Businesswith You-HubSpotrelevance.com | @ChadPollitt | #GoInboundMktg
  • 10. TOFU » top of the funnelPeople seeking to beempowered with the knowledge(content) to solve their own problemsrelevance.com | @ChadPollitt | #GoInboundMktg
  • 11. MOFU » middle of the funnelPeople willing to overcome high ormultiple barriers to consumption inorder to consume content– due to trust or perceived valuerelevance.com | @ChadPollitt | #GoInboundMktg
  • 12. BOFU » bottom of the funnelPeople seeking knowledge (content)in order to decide who will solvetheir problems.relevance.com | @ChadPollitt | #GoInboundMktg
  • 13. TOFU
  • 14. TAKEAWAY #1Build Trust and Perceived Valuein Your Brand by CreatingMostly TOFU Contentrelevance.com | @ChadPollitt | #GoInboundMktg
  • 15. The Role of SEO & Social1» BRANDrelevance.com | @ChadPollitt | #GoInboundMktg
  • 16. The Role of SEO & Social1» BRAND2» CONTENTrelevance.com | @ChadPollitt | #GoInboundMktg
  • 17. The Role of SEO & Social1» BRAND2» CONTENT3» DISTRIBUTIONrelevance.com | @ChadPollitt | #GoInboundMktg
  • 18. The Role of SEO & Social1» BRAND2» CONTENT3» DISTRIBUTION4» ENGAGEMENTrelevance.com | @ChadPollitt | #GoInboundMktg
  • 19. TAKEAWAY #2Spend 80% of Time Creating Contentand Only 20% on Distribution andEngagementrelevance.com | @ChadPollitt | #GoInboundMktg
  • 20. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 21. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 22. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 23. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 24. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 25. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 26. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 27. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  • 28. TAKEAWAY #3Content Marketing Positively EffectsALL Inbound Channelsrelevance.com | @ChadPollitt | #GoInboundMktg
  • 29. TAKEAWAY #4Expect Demand Generation to CreateDemand for Your Content and NOTfor Your Products or Servicesrelevance.com | @ChadPollitt | #GoInboundMktg
  • 30. Inbound Ops » offerrelevance.com | @ChadPollitt | #GoInboundMktg
  • 31. Inbound Ops » landing pages + CTAsrelevance.com | @ChadPollitt | #GoInboundMktg
  • 32. Inbound Ops » lead nurturingrelevance.com | @ChadPollitt | #GoInboundMktg
  • 33. Inbound Ops » emailrelevance.com | @ChadPollitt | #GoInboundMktg
  • 34. Inbound Ops » blog, earned, ownedrelevance.com | @ChadPollitt | #GoInboundMktg
  • 35. Inbound Ops » social mediarelevance.com | @ChadPollitt | #GoInboundMktg
  • 36. Inbound Ops » analyze & adjustrelevance.com | @ChadPollitt | #GoInboundMktg
  • 37. TAKEAWAY #5The Inbound Campaign Structureis a Conversion and Nurture Processrelevance.com | @ChadPollitt | #GoInboundMktg
  • 38. TAKEAWAY RECAP1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Contentrelevance.com | @ChadPollitt | #GoInboundMktg
  • 39. TAKEAWAY RECAP1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Content2. Spend 80% of Time Creating Content and Only 20% onDistribution and Engagementrelevance.com | @ChadPollitt | #GoInboundMktg
  • 40. TAKEAWAY RECAP1. 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 ConversionChannelsrelevance.com | @ChadPollitt | #GoInboundMktg
  • 41. TAKEAWAY RECAP4. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Servicesrelevance.com | @ChadPollitt | #GoInboundMktg
  • 42. TAKEAWAY RECAP4. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Services5. The Inbound Campaign Structure is a Conversion and NurtureProcessrelevance.com | @ChadPollitt | #GoInboundMktg
  • 43. FINAL TAKEAWAYRight Content + Right Person+ Right Time + Right Channel =Wider Sales Funnel + Acceleration Through It!relevance.com | @ChadPollitt | #GoInboundMktg