The document discusses content marketing and provides an overview of its key concepts. It defines content marketing as the creation and sharing of content to engage consumers. It outlines the benefits of content marketing, including search engine optimization, referral traffic, social media marketing, and reputation management. Additionally, it presents data on the growing use and investment in content marketing. Finally, it describes the content marketing sales funnel and how different types of content can be used at various stages from top to bottom of the funnel.

1. Twitter: #KunoCM

2. Introduction
Chad H. Pollitt
• Director of Inbound Marketing
Twitter: @CPollittIU #KunoCM kunocreative.com

3. Agenda
• What is Content Marketing?
• The Content Marketing Landscape
• A Look at the Numbers
• The Content Marketing Sales Funnel
• Q&A
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4. What is Content Marketing?
Content marketing is
the creation and sharing
of content in order
to engage current and
potential consumer bases.
Paraphrased from Wikipedia
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5. What is Content Marketing?
Delivering high-
quality, relevant &
valuable content to
prospects & customers drives
profitable consumer
action.
Paraphrased from Wikipedia
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6. Benefits of Content Marketing
1. Search
Optimization (SEO)
Engine
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7. Benefits of Content Marketing
2. Referral Traffic
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8. Benefits of Content Marketing
3. Social Media
Marketing
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9. Benefits of Content Marketing
4. Reputation &
Sentiment
Management
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10. The Content Marketing Landscape
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11. The Content Marketing Landscape
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12. The Content Marketing Landscape
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13. The Content Marketing Landscape
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14. The Content Marketing Landscape
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15. A Look at the Numbers
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16. A Look at the Numbers
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17. A Look at the Numbers
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18. A Look at the Numbers
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19. A Look at the Numbers
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20. A Look at the Numbers
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21. A Look at the Numbers
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22. A Look at the Numbers
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23. A Look at the Numbers
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24. The Content Marketing Sales Funnel
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25. The Content Marketing Sales Funnel
BARRIERS to CONSUMPTION
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26. PRIVACY
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27. TIME
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28. WORK
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29. MONEY
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30. TOPIC
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31. INBOX
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32. The Content Marketing Sales Funnel
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33. The Content Marketing Sales Funnel
The Website Visitor
No barrier to consumption.
 Blog Posts  Web Pages
 Press Releases
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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
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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
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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
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37. The Content Marketing Sales Funnel
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38. Recap
1. Content marketing drives
profitable consumer action
2. Benefits include: SEO, referral
traffic, social media marketing and
reputation/sentiment management
3. Companies are finding value
in, increasing their use of and
investing more in content marketing
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39. Recap
4. Content marketing grows leads
and traffic from all inbound channels
5. Barriers to consumption
are used to identify, qualify,
segment and score leads
6. The content marketing sales
funnel should include visitor,
TOFU, MOFU & BOFU content
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40. The Content Marketing Manifesto
FREE eBook
Facebook.com/kunocreative
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42. Thank You for Attending!
Contact Kuno Creative for
more information on effective
Content Marketing, Online
Sales Funnel Optimization or
Inbound Marketing.
Questions?
Slides are available at
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