The Business Case for Content Marketing

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Is Content Marketing the Foundation of Successful Internet Marketing?

The video of the presentation is available here: http://inboundmarketing.kunocreative.com/case-content-marketing-video/

Kuno Creative presents the business case for content marketing looking at facts, figures and data.

The presentation explores:

- What is Content Marketing?
- Today's Content Marketing Landscape
- The Powerful Numbers Behind Content Marketing
- The Content Marketing Sales Funnel

Specifically, we'll look at the benefits of content marketing, how companies are budgeting for it and using it today, success measurement criteria, blog frequency and customer acquisition, three years of real web data, and the structure of the content marketing sales funnel. Backed with real data, we'll prove that content marketing in an invaluable business tool and is the foundation of successful Internet marketing.

In this presentation we discussed how content marketing affects organic, referral, social media and direct traffic to a website. We also defined the six barriers to content consumption and how to use them to create velocity in a business’s sales funnel; producing more leads, and ultimately, more customers.

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The Business Case for Content Marketing

  1. 1. Twitter: #KunoCM
  2. 2. Introduction Chad H. Pollitt • Director of Inbound Marketing Twitter: @CPollittIU #KunoCM kunocreative.com
  3. 3. Agenda• What is Content Marketing?• The Content Marketing Landscape• A Look at the Numbers• The Content Marketing Sales Funnel• Q&A Twitter: @CPollittIU #KunoCM kunocreative.com
  4. 4. What is Content Marketing? Content marketing isthe creation and sharing of content in order to engage current andpotential consumer bases. Paraphrased from Wikipedia Twitter: @CPollittIU #KunoCM kunocreative.com
  5. 5. What is Content Marketing? Delivering high-quality, relevant & valuable content to prospects &customers drives profitable consumer action. Paraphrased from Wikipedia Twitter: @CPollittIU #KunoCM kunocreative.com
  6. 6. Benefits of Content Marketing1. Search Optimization (SEO)Engine Twitter: @CPollittIU #KunoCM kunocreative.com
  7. 7. Benefits of Content Marketing 2. Referral Traffic Twitter: @CPollittIU #KunoCM kunocreative.com
  8. 8. Benefits of Content Marketing 3. Social Media Marketing Twitter: @CPollittIU #KunoCM kunocreative.com
  9. 9. Benefits of Content Marketing 4. Reputation & Sentiment Management Twitter: @CPollittIU #KunoCM kunocreative.com
  10. 10. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com
  11. 11. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com
  12. 12. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com
  13. 13. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com
  14. 14. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com
  15. 15. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  16. 16. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  17. 17. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  18. 18. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  19. 19. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  20. 20. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  21. 21. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  22. 22. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  23. 23. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com
  24. 24. The Content Marketing Sales Funnel Twitter: @CPollittIU #KunoCM kunocreative.com
  25. 25. The Content Marketing Sales FunnelBARRIERS to CONSUMPTION Twitter: @CPollittIU #KunoCM kunocreative.com
  26. 26. PRIVACYTwitter: @CPollittIU #KunoCM kunocreative.com
  27. 27. TIMETwitter: @CPollittIU #KunoCM kunocreative.com
  28. 28. WORKTwitter: @CPollittIU #KunoCM kunocreative.com
  29. 29. MONEY Twitter: @CPollittIU #KunoCM kunocreative.com
  30. 30. TOPICTwitter: @CPollittIU #KunoCM kunocreative.com
  31. 31. INBOXTwitter: @CPollittIU #KunoCM kunocreative.com
  32. 32. The Content Marketing Sales Funnel Twitter: @CPollittIU #KunoCM kunocreative.com
  33. 33. The Content Marketing Sales Funnel The Website Visitor No barrier to consumption.  Blog Posts  Web Pages  Press Releases Twitter: @CPollittIU #KunoCM kunocreative.com
  34. 34. The Content Marketing Sales Funnel Top of the Funnel: TOFU Low barrier to consumption. Free Whitepapers  Free eBooks  Free Kits (a combination of Free Guides  Free Checklists any of the above) & Tip-Sheets  Free Videos Twitter: @CPollittIU #KunoCM kunocreative.com
  35. 35. The Content Marketing Sales Funnel Middle of the Funnel: MOFU Moderate barrier to consumption. Videos  Assessments  Free Sample  Catalogs eBooks  Free Webinars  FAQ Sheets Subscriptions  Case Studies  Product Spec Sheets Twitter: @CPollittIU #KunoCM kunocreative.com
  36. 36. The Content Marketing Sales Funnel Bottom of the Funnel: BOFU High barrier to consumption. Executive Summary Brochures Free Trials Demos Free Consultations Estimates or Quotes Coupons Twitter: @CPollittIU #KunoCM kunocreative.com
  37. 37. The Content Marketing Sales Funnel Twitter: @CPollittIU #KunoCM kunocreative.com
  38. 38. Recap1. Content marketing drives profitable consumer action2. Benefits include: SEO, referral traffic, social media marketing and reputation/sentiment management3. Companies are finding value in, increasing their use of and investing more in content marketing Twitter: @CPollittIU #KunoCM kunocreative.com
  39. 39. Recap4. Content marketing grows leads and traffic from all inbound channels5. Barriers to consumption are used to identify, qualify, segment and score leads6. The content marketing sales funnel should include visitor, TOFU, MOFU & BOFU content Twitter: @CPollittIU #KunoCM kunocreative.com
  40. 40. The Content Marketing Manifesto FREE eBook Facebook.com/kunocreative Twitter: @CPollittIU #KunoCM kunocreative.com
  41. 41. Thank You for Attending!Contact Kuno Creative formore information on effectiveContent Marketing, OnlineSales Funnel Optimization orInbound Marketing. Questions? Slides are available at Twitter: @CPollittIU #KunoCM kunocreative.com

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