The document outlines an inbound content marketing campaign for eCommerce Director Bill. It will include a cornerstone checklist on inbound marketing for eCommerce, a supporting post on Moz about the opportunity for retailers, and a Inflow blog post linking to the cornerstone. A landing page will house the checklist. Content will be promoted organically and through paid social, retargeting, and the Inflow blog to qualify leads, increase the brand's reputation, and nurture contacts through an automated workflow.

1. April 9-10, Breckenridge, Colorado

2. Inbound Content Marketing

3. Target Persona
eCommerce Director Bill
•Is in charge of all eCommerce
operations
•Wants to raise conversion
rates & average order value
•Wants to lower shopping cart abandonment
•Highly cognizant of time and budget issues

4. Goals of the Project
• Qualify eCommerce Director leads
• Increase our brand reputation in inbound
marketing for eCommerce
• Grow our database of segmented contacts
• Segment contacts who download the content
• Nurture leads through an automated workflow

5. Required Content Assets
• Cornerstone: The Inbound for eCommerce Campaign
Checklist
– Linked to from all supporting content
• Primary Supporting: Moz post about inbound for B2C retail
– Linked to from all supporting content
• Secondary Supporting: Inflow blog post about the
cornerstone piece
– Linked to Moz post and CTA to cornerstone landing page
• Landing Page: For the gated cornerstone piece
• Other: Promote additional eCommerce related content
from the Inflow blog
– Linked to from the cornerstone “Thank You” page, and
throughout the nurturing workflow

6. Content Promotion
• Organic Social for the Moz post and checklist
landing page
• Paid Social (Twitter, Facebook, LinkedIn)
linking to the cornerstone landing page
• Google Retargeting linking to the cornerstone
landing page
• Inflow Blog with a strong CTA to the
cornerstone landing page

7. Tactical Kit
Details for the content and promotional components of the campaign

8. Cornerstone Content

9. Inbound Content Marketing

10. Primary Supporting Content
In-depth post on Moz.com emphasizing the
opportunity that inbound presents to
eCommerce companies
•Mentions Inflow & links to cornerstone landing
page

11. Secondary Supporting Content

12. Landing Page

13. Thank You Page

14. Social Promotion
Organic Social
•Promote Inflow blog post & landing page
– All Twitter, Facebook, LinkedIn, etc. audiences
Paid Social
•Promote landing page
– Facebook: Promoted post, Targeted Ad, Remarketing
– Twitter: Targeted Ad, Remarketing
– LinkedIn: Targeted Ad
– Google: Remarketing

15. Lead Nurturing Workflow
(AKA: Where the Magic Happens)

16. Content Marketing at Inflow
Rick Ramos
•Strategist at Inflow
•rick@goinflow.com
•@serptwerker