TOFUGenerating Traffic and Leads fromALL Inbound Channels
Introduction » Chad Pollitt• Director of Marketing at digitalrelevance• Former Army Commander and Iraq War Veteran• Co-aut...
Introduction• Formerly Slingshot SEO• Inc. 500 – 2011 & 2012• Delivering Earned Media throughDigital PR and Content Market...
Agenda1. Who’s in My Funnel?relevance.com | @ChadPollitt | #GoInboundMktg
Agenda1. Who’s in My Funnel?2. The Role of SEO & Social Mediarelevance.com | @ChadPollitt | #GoInboundMktg
Agenda1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &Conversions b...
Agenda1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &Conversions b...
Agenda1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &Conversions b...
TOFU » top of the funnel96% of First-time Visitors to YourWebsite are NOT there to do Businesswith You-HubSpotrelevance.co...
TOFU » top of the funnelPeople seeking to beempowered with the knowledge(content) to solve their own problemsrelevance.com...
MOFU » middle of the funnelPeople willing to overcome high ormultiple barriers to consumption inorder to consume content– ...
BOFU » bottom of the funnelPeople seeking knowledge (content)in order to decide who will solvetheir problems.relevance.com...
TOFU
TAKEAWAY #1Build Trust and Perceived Valuein Your Brand by CreatingMostly TOFU Contentrelevance.com | @ChadPollitt | #GoIn...
The Role of SEO & Social1» BRANDrelevance.com | @ChadPollitt | #GoInboundMktg
The Role of SEO & Social1» BRAND2» CONTENTrelevance.com | @ChadPollitt | #GoInboundMktg
The Role of SEO & Social1» BRAND2» CONTENT3» DISTRIBUTIONrelevance.com | @ChadPollitt | #GoInboundMktg
The Role of SEO & Social1» BRAND2» CONTENT3» DISTRIBUTION4» ENGAGEMENTrelevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #2Spend 80% of Time Creating Contentand Only 20% on Distribution andEngagementrelevance.com | @ChadPollitt | #GoI...
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #3Content Marketing Positively EffectsALL Inbound Channelsrelevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #4Expect Demand Generation to CreateDemand for Your Content and NOTfor Your Products or Servicesrelevance.com | @...
Inbound Ops » offerrelevance.com | @ChadPollitt | #GoInboundMktg
Inbound Ops » landing pages + CTAsrelevance.com | @ChadPollitt | #GoInboundMktg
Inbound Ops » lead nurturingrelevance.com | @ChadPollitt | #GoInboundMktg
Inbound Ops » emailrelevance.com | @ChadPollitt | #GoInboundMktg
Inbound Ops » blog, earned, ownedrelevance.com | @ChadPollitt | #GoInboundMktg
Inbound Ops » social mediarelevance.com | @ChadPollitt | #GoInboundMktg
Inbound Ops » analyze & adjustrelevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY #5The Inbound Campaign Structureis a Conversion and Nurture Processrelevance.com | @ChadPollitt | #GoInboundMktg
TAKEAWAY RECAP1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Contentrelevance.com | @ChadPollitt ...
TAKEAWAY RECAP1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Content2. Spend 80% of Time Creating...
TAKEAWAY RECAP1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Content2. Spend 80% of Time Creating...
TAKEAWAY RECAP4. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Servicesrelevance....
TAKEAWAY RECAP4. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Services5. The Inb...
FINAL TAKEAWAYRight Content + Right Person+ Right Time + Right Channel =Wider Sales Funnel + Acceleration Through It!relev...
Go Inbound Marketing 2013 - Chad Pollitt
Go Inbound Marketing 2013 - Chad Pollitt
Go Inbound Marketing 2013 - Chad Pollitt
Go Inbound Marketing 2013 - Chad Pollitt
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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

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Transcript of "Go Inbound Marketing 2013 - Chad Pollitt"

  1. 1. TOFUGenerating Traffic and Leads fromALL Inbound Channels
  2. 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. 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. 4. Agenda1. Who’s in My Funnel?relevance.com | @ChadPollitt | #GoInboundMktg
  5. 5. Agenda1. Who’s in My Funnel?2. The Role of SEO & Social Mediarelevance.com | @ChadPollitt | #GoInboundMktg
  6. 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. 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. 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. 9. TOFU » top of the funnel96% of First-time Visitors to YourWebsite are NOT there to do Businesswith You-HubSpotrelevance.com | @ChadPollitt | #GoInboundMktg
  10. 10. TOFU » top of the funnelPeople seeking to beempowered with the knowledge(content) to solve their own problemsrelevance.com | @ChadPollitt | #GoInboundMktg
  11. 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. 12. BOFU » bottom of the funnelPeople seeking knowledge (content)in order to decide who will solvetheir problems.relevance.com | @ChadPollitt | #GoInboundMktg
  13. 13. TOFU
  14. 14. TAKEAWAY #1Build Trust and Perceived Valuein Your Brand by CreatingMostly TOFU Contentrelevance.com | @ChadPollitt | #GoInboundMktg
  15. 15. The Role of SEO & Social1» BRANDrelevance.com | @ChadPollitt | #GoInboundMktg
  16. 16. The Role of SEO & Social1» BRAND2» CONTENTrelevance.com | @ChadPollitt | #GoInboundMktg
  17. 17. The Role of SEO & Social1» BRAND2» CONTENT3» DISTRIBUTIONrelevance.com | @ChadPollitt | #GoInboundMktg
  18. 18. The Role of SEO & Social1» BRAND2» CONTENT3» DISTRIBUTION4» ENGAGEMENTrelevance.com | @ChadPollitt | #GoInboundMktg
  19. 19. TAKEAWAY #2Spend 80% of Time Creating Contentand Only 20% on Distribution andEngagementrelevance.com | @ChadPollitt | #GoInboundMktg
  20. 20. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  21. 21. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  22. 22. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  23. 23. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  24. 24. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  25. 25. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  26. 26. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  27. 27. TAKEAWAY #1relevance.com | @ChadPollitt | #GoInboundMktg
  28. 28. TAKEAWAY #3Content Marketing Positively EffectsALL Inbound Channelsrelevance.com | @ChadPollitt | #GoInboundMktg
  29. 29. TAKEAWAY #4Expect Demand Generation to CreateDemand for Your Content and NOTfor Your Products or Servicesrelevance.com | @ChadPollitt | #GoInboundMktg
  30. 30. Inbound Ops » offerrelevance.com | @ChadPollitt | #GoInboundMktg
  31. 31. Inbound Ops » landing pages + CTAsrelevance.com | @ChadPollitt | #GoInboundMktg
  32. 32. Inbound Ops » lead nurturingrelevance.com | @ChadPollitt | #GoInboundMktg
  33. 33. Inbound Ops » emailrelevance.com | @ChadPollitt | #GoInboundMktg
  34. 34. Inbound Ops » blog, earned, ownedrelevance.com | @ChadPollitt | #GoInboundMktg
  35. 35. Inbound Ops » social mediarelevance.com | @ChadPollitt | #GoInboundMktg
  36. 36. Inbound Ops » analyze & adjustrelevance.com | @ChadPollitt | #GoInboundMktg
  37. 37. TAKEAWAY #5The Inbound Campaign Structureis a Conversion and Nurture Processrelevance.com | @ChadPollitt | #GoInboundMktg
  38. 38. TAKEAWAY RECAP1. Build Trust and Perceived Value in Your Brand by CreatingMostly TOFU Contentrelevance.com | @ChadPollitt | #GoInboundMktg
  39. 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. 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. 41. TAKEAWAY RECAP4. Expect Demand Generation to Create Demand for YourContent and NOT for Your Products or Servicesrelevance.com | @ChadPollitt | #GoInboundMktg
  42. 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. 43. FINAL TAKEAWAYRight Content + Right Person+ Right Time + Right Channel =Wider Sales Funnel + Acceleration Through It!relevance.com | @ChadPollitt | #GoInboundMktg

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