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I Only Stopped by for Your TOFU - Go Inbound 2013

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I Only Stopped by for Your TOFU - Go Inbound 2013

  1. 1. TOFU Generating Traffic and Leads from ALL 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 Optimization Guide • Member of a Forbes Top 100 List • Featured in The Wall Street Journal, Inc., New York Times, BtoB Magazine, PRDaily.com and others relevance.com | @ChadPollitt
  3. 3. Introduction relevance.com | @drelevance • Formerly Slingshot SEO • Inc. 500 – 2011 & 2012 • Delivering Earned Media through Digital PR and Content Marketing • Over 10,000 Online Media Relationships
  4. 4. Agenda relevance.com | @ChadPollitt 1. Who’s in My Funnel?
  5. 5. Agenda relevance.com | @ChadPollitt 1. Who’s in My Funnel? 2. The Role of SEO & Social Media
  6. 6. Agenda relevance.com | @ChadPollitt 1. Who’s in My Funnel? 2. The Role of SEO & Social Media 3. The Effects of Content Marketing on Traffic & Conversions by Channel
  7. 7. Agenda relevance.com | @ChadPollitt 1. Who’s in My Funnel? 2. The Role of SEO & Social Media 3. The Effects of Content Marketing on Traffic & Conversions by Channel 4. Content Marketing and Conversions in Context
  8. 8. Agenda relevance.com | @ChadPollitt 1. Who’s in My Funnel? 2. The Role of SEO & Social Media 3. The Effects of Content Marketing on Traffic & Conversions by Channel 4. Content Marketing and Conversions in Context 5. The Inbound Campaign Structure
  9. 9. TOFU » top of the funnel relevance.com | @ChadPollitt 96% of First-time Visitors to Your Website are NOT there to do Business with You -HubSpot
  10. 10. TOFU » top of the funnel relevance.com | @ChadPollitt People seeking to be empowered with the knowledge (content) to solve their own problems
  11. 11. MOFU » middle of the funnel relevance.com | @ChadPollitt People willing to overcome high or multiple barriers to consumption in order to consume content – due to trust or perceived value
  12. 12. BOFU » bottom of the funnel relevance.com | @ChadPollitt People seeking knowledge (content) in order to decide who will solve their problems.
  13. 13. TOFU relevance.com | @ChadPollitt
  14. 14. TAKEAWAY #1 relevance.com | @ChadPollitt Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content
  15. 15. The Role of SEO & Social relevance.com | @ChadPollitt 1» BRAND
  16. 16. The Role of SEO & Social relevance.com | @ChadPollitt 1» BRAND 2» CONTENT
  17. 17. The Role of SEO & Social relevance.com | @ChadPollitt 1» BRAND 2» CONTENT 3» DISTRIBUTION
  18. 18. The Role of SEO & Social relevance.com | @ChadPollitt 1» BRAND 2» CONTENT 3» DISTRIBUTION 4» ENGAGEMENT
  19. 19. TAKEAWAY #2 relevance.com | @ChadPollitt Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement
  20. 20. TAKEAWAY #1 relevance.com | @ChadPollitt
  21. 21. TAKEAWAY #1 relevance.com | @ChadPollitt
  22. 22. TAKEAWAY #1 relevance.com | @ChadPollitt
  23. 23. TAKEAWAY #1 relevance.com | @ChadPollitt
  24. 24. TAKEAWAY #1 relevance.com | @ChadPollitt
  25. 25. TAKEAWAY #1 relevance.com | @ChadPollitt
  26. 26. TAKEAWAY #1 relevance.com | @ChadPollitt
  27. 27. TAKEAWAY #1 relevance.com | @ChadPollitt
  28. 28. TAKEAWAY #3 relevance.com | @ChadPollitt Content Marketing Positively Effects ALL Inbound Channels
  29. 29. TAKEAWAY #4 relevance.com | @ChadPollitt Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services
  30. 30. Inbound Ops » offer relevance.com | @ChadPollitt
  31. 31. Inbound Ops » landing pages + CTAs relevance.com | @ChadPollitt
  32. 32. Inbound Ops » lead nurturing relevance.com | @ChadPollitt
  33. 33. Inbound Ops » email relevance.com | @ChadPollitt
  34. 34. Inbound Ops » blog, earned, owned relevance.com | @ChadPollitt
  35. 35. Inbound Ops » social media relevance.com | @ChadPollitt
  36. 36. Inbound Ops » analyze & adjust relevance.com | @ChadPollitt
  37. 37. TAKEAWAY #5 relevance.com | @ChadPollitt The Inbound Campaign Structure is a Conversion and Nurture Process
  38. 38. TAKEAWAY RECAP relevance.com | @ChadPollitt 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content
  39. 39. TAKEAWAY RECAP relevance.com | @ChadPollitt 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content 2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement
  40. 40. TAKEAWAY RECAP relevance.com | @ChadPollitt 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content 2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement 3. Content Marketing Positively Effects ALL Inbound Conversion Channels
  41. 41. TAKEAWAY RECAP relevance.com | @ChadPollitt 4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services
  42. 42. TAKEAWAY RECAP relevance.com | @ChadPollitt 4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services 5. The Inbound Campaign Structure is a Conversion and Nurture Process
  43. 43. FINAL TAKEAWAY relevance.com | @ChadPollitt Right Content + Right Person + Right Time + Right Channel = Wider Sales Funnel + Acceleration Through It!

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