The internet has completely changed how buyers behave. Today our smartphones are our truth-tellers as we surf the internet for answers and opinions on what to believe and buy. Marketers now must reach buyers much earlier in their journey if they want to stand out from competition. Inbound marketing is the only methodology keeping pace with consumers who are tuning out company-centric advertising, and instead are looking for their own answers. So what does it take to build an inbound marketing system for lead generation or selling a product or service? It all starts with knowing your customers and producing helpful, branded content that’s optimized for search engines. In this webinar, Marguerite Inscoe, Inbound Marketing Ninja of ReLaunchU, Chris Raulf, SEO and digital marketing expert at Boulder SEO Marketing, and Skip Besthoff, CEO of InboundWriter share how it’s done. Do you feel like your target market doesn’t truly understand the value of your services or product? If you’ve ever said, “Everyone of our customers love us, but it’s so hard to get people to take the first step.” It means there’s a lack of information online about your company and what it values. You want to position your business to be found by the right people, those qualified to purchase. You also want to create influence by setting industry standards and being a leader in thought and expertise. These elements go hand-in-hand with your blog content, white papers, slideshows, video, etc. The ROI on the content increases exponentially when you incorporate a solid approach for SEO. You must understand the search terms your buyers are using online, how quickly you can rank for them, and then produce and publish content optimized with those terms. Businesses who move with speed and volume with inbound marketing create a competitive advantage in their market space for the indefinite future.

1. Introduction to Inbound Marketing and SEO
June 17, 2015
Presented by:
Marguerite Inscoe
Inbound Marketing Ninja of ReLaunchU
www.relaunchuoff.com
Skip Besthoff
CEO of InboundWriter
www.inboundwriter.com
Chris Raulf
Founder & Digital Marketing Expert
Boulder SEO Marketing
www.boulderseomarketing.com

2. Agenda
• Introduc)on
to
Inbound
Marke)ng
• Why
Inbound
Marke)ng?
• Introduc)on
to
SEO
and
Inbound
Marke)ng
• Inbound
Marke)ng
Strategy:
– Buyer
personas
– Engaging
people
early
in
the
buyer's
journey
– Develop
content
to
drive
engagement
• Developing
Content
That
Gets
Found,
Read
and
Engaged
With
• Ques)ons
&
Answers

3. Disclaimer!

4. Quick
Polls

5. Poll
I:
We
have
op)mized
our
website
for
search.
Poll
II:
We
have
a
solid
lead
genera)on
strategy
that
leverages
website
content.

6. Intro
to
Inbound
Marke:ng
Source:
h=ps://en.wikipedia.org/wiki/Inbound_marke:ng
• Inbound marketing is promoting a company through blogs, podcasts, video,
eBooks, enewsletters, whitepapers, SEO, social media marketing, and
other forms of content marketing which serve to attract customers.
• Outbound marketing: In contrast, buying attention, cold-calling, direct paper
mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional
advertising are considered "outbound marketing".
• Inbound marketing refers to marketing activities that bring visitors in,
rather than marketers having to go out to get prospects' attention. Inbound
marketing earns the attention of customers, makes the company easy to be
found, and draws customers to the website by producing interesting
content.

7. The
Case
for
Inbound
Marke:ng
Source:
h=ps://jumplead.com/blog/2013/11/why-­‐inbound-­‐marke:ng-­‐sta:s:cs-­‐on-­‐inbound-­‐vs-­‐outbound-­‐marke:ng
1. 32% of brands are decreasing spending on outbound marketing to spend more
on content marketing
2. Because 61% of consumers say they feel better about a company that delivers
custom content, they are also more likely to buy from that company.
3. 90% of consumers find custom content useful and 78% believe that organizations
providing custom content are interested in building good relationships with them.
4. 29% of marketers use whitepapers as a content marketing technique.
5. 80% of business decision makers prefer to get company information in a
series of articles versus an advertisement.

8. The
Case
for
Inbound
Marke:ng
Source:
h=ps://jumplead.com/blog/2013/11/why-­‐inbound-­‐marke:ng-­‐sta:s:cs-­‐on-­‐inbound-­‐vs-­‐outbound-­‐marke:ng
6. 84% of 25-to-34-year-olds have left a favorite website because of intrusive or
irrelevant advertising.
7. Per dollar, content marketing produces 3 times more leads.
8. 82% of consumers like reading content from brands when it's relevant.
9. Companies that spend more than 50% of their lead generation budget on inbound
marketing report a significantly lower cost-per-lead.
10. For mid-sized businesses, content marketing costs 31% less than paid search.
11. 68% of consumers are likely to spend time reading content from a brand they are
interested in.
12. Inbound marketing costs 62% less per lead than traditional outbound
marketing.

9. The
Case
for
Inbound
Marke:ng
Source:
h=ps://jumplead.com/blog/2013/11/why-­‐inbound-­‐marke:ng-­‐sta:s:cs-­‐on-­‐inbound-­‐vs-­‐outbound-­‐marke:ng
13. According to 37% of marketing managers, the most important way to engage
customers is content-led websites.
14. 86% of people skip television ads.
15. Blogs give websites 434% more indexed pages and 97% more indexed links.
(source: InboundWriter)
16. 3 out of 4 inbound marketing channels cost less than any outbound channel.
17. Marketers allocate 34% of their overall budgets to inbound tactics – 11% more than
they dedicate to outbound strategies, like banners, direct mail and more.
18. 200 million Americans have registered their phone numbers on the FTC’s
“Do Not Call” list.
19. 54% more leads are generated by inbound than by outbound.
20. Telemarketing was reported as being “above average” in cost by 21% of
respondents

10. The
Best
Place
To
Hide
A
Dead
Body

11. Intro
to
Inbound
Marke:ng
and
SEO
Source:
h=p://www.socialmediatoday.com/marke:ng/2015-­‐04-­‐28/more-­‐just-­‐content-­‐what-­‐inbound-­‐marke:ng

12. Google’s
Algorithm
Check
out
the
en:re
infographic
at:
h=p://www.entrepreneur.com/ar:cle/226884

13. The
5
Pillars
of
SEO
1. Technical
Health
of
Website
2. Website
Func)onality
3. On-­‐Page
Search
Engine
Op)miza)on
4. Off-­‐Page
Search
Engine
Op)miza)on
5. Social
Media
Marke)ng
Content
Marke:ng
/
Inbound
Marke:ng

14. Build
Your
SEO
“FICO
Credit
Score”

15. How
It
Works:
seo
classes
denver

16. The
Case
For
SEO

17. The
Case
For
SEO

18. The
Case
For
SEO

19. The
Case
For
SEO

21. Upcoming Full-Day SEO, Social Media and Digital Marketing Workshop in Denver
When: Thursday, September 17, 2015 from 8:30 am – 5:00 pm
Where: DoubleTree by Hilton Denver / Westminster
Cost:
• Early bird pricing of $347.00 is available until August 15.
• The regular registration fee of $397.00 will start on August 16.
• Get $50 off the registration fee with code BSM
Group Discount: Got a group of 3 or more attendees? Please call us at: 720-263-1736.
Registration: Learn more and register at:
www.boulderseomarketing.com/seo-and-social-media-classes/full-day-seo-training
Instructors:
• Julio Viskovich, a Forbes Top 30 Social Selling Thought Leader and VP of Marketing at rFactr
• Josh Culver, Head of the Search Marketing Department for Carbon8
• Chris Raulf, Founder and SEO Training Expert at Boulder SEO Marketing

22. Do
you
use
buyer
personas
for
designing
your
content
strategy?

23. What
is
a
buyer
persona?
• Fic))ous
descrip)on
of
a
life-­‐like
person
that
is
your
targeted
buyer

24. Why
use
personas?
To
enable
the
produc:on
of
marke:ng
content
that
meaningful,
relevant
and
valued
by
your
preferred
buyers!
• Align
internal
communica)on
• Reference
for
writers/content
producers
• Reference
for
campaign
planning

25. Buyer’s
Journey
• The
)me
it
takes
to
make
a
purchasing
decision,
start
to
finish
• Engage
in
the
“Info”
stage
to
become
top-­‐of-­‐preference
• Content
can
accelerate
the
process
• Intelligence
data
from
downloads
can
qualify
the
lead

26. Content
Planning
for
Every
Stage
• Blogging
Strategy
• Calls
to
Ac)on
• Gated
Content
• Email
Marke)ng
• Website
Pages
h=p://relaunchuoff.com/parts-­‐to-­‐branded-­‐content-­‐produc:on/

27. Buyers
Persona
Development
Resource
h=p://info.relaunchuoff.com/buyer-­‐persona-­‐template

28. Increasing
Inbound
Leads
With
InboundWriter
h=p://info.relaunchuoff.com/buyer-­‐persona-­‐template

29. Agenda
• Why Create Content?
• The Rules Have Changed
• Content Dreams Versus Reality
• Performance Drivers
• Quick Demo
• Case Studies
©
2015
InboundWriter

30. Why
Create
Content?
30
©
2015
InboundWriter

31. Keyword
Research
Has
Changed
31
©
2015
InboundWriter

32. Issues
With
Current
Research
Tools
• Not designed for content (were built for PPC)
• Tedious to work with
• Downloads and spreadsheets
• Data interpretation
• Not predictive; merely directional
• Bottom line
• Takes a ton of time (and $$)
• Doesn’t make a big impact in performance
32
©
2015
InboundWriter

33. The
Traffic
Dream
33
©
2015
InboundWriter

34. The
Traffic
Reality
34
©
2015
InboundWriter
§ Published: 2/20/14
§ Random low levels of activity; 48 sessions to date

35. Reality:
Most
Content
Doesn’t
Work
According
to
a
recent
report
90
percent
of
B2C
organiza3ons
use
content
marke3ng.
Yet
only
34
percent
of
these
B2C
marketers
consider
themselves
effec3ve.
A
66
percent
failure
rate
might
work
in
baseball
ba;ng
averages,
but
boardrooms
won't
tolerate
this
level
of
performance
for
very
long.
35
©
2015
InboundWriter

36. Best-­‐in-­‐Class
Traffic
Performance
36
©
2015
InboundWriter
§ Published: 2/17/14 (same website, same week)
§ Ramp weeks 3 – 9, strong consistent activity, 43K sessions
and building

37. Math
Drives
Content
Performance
37
©
2015
InboundWriter

38. Now
In
English
J
38
©
2015
InboundWriter

39. Drivers
Set
Before
Pen
Hits
Paper
• Topic choice is critical to strong, consistent performance
• Performance can be determined before pen hits paper
39
©
2015
InboundWriter

40. InboundWriter:
Industry-­‐First
Solu)on
• InboundWriter
is
the
only
applica)on
that
forecasts
traffic
before
content
is
wrihen
• We
iden)fy
– The
topics
that
will
work
– The
topics
that
won’t,
and
why
• We
suggest
related
topics
• We
offer
unique
insights
on
audience
/
conversion
targe)ng
40
©
2015
InboundWriter

41. Impact
41
©
2015
InboundWriter

42. InboundWriter
Overview
Our
Vision
Forecasts
content
traffic
performance
and
iden)fies
target
audience
of
content
before
is
wrihen
Our
Sodware
To
remove
guesswork
from
online
content
crea)on
Industry
Recogni:on
Our
Customers
• Content
Marketers:
enterprises
and
agencies
• Launched
Q4
2014;
70+
accounts
• Typical
results:
2
to
4x
traffic
improvement
42
©
2015
InboundWriter

43. • Guesswork will not yield the
results you seek
• Define goals (traffic, social,
engagement, etc.) and
create a content strategy
based off them
• “Measure twice, cut
once” (i.e. research is very
important)
• Measure -> Analyze ->
Refine
Final
Thoughts
43
©
2015
InboundWriter

44. Many
Thanks!
Please reach out with any questions
skip@inboundwriter.com
Skip Besthoff, InboundWriter
CEO
44
©
2015
InboundWriter

45. THANK YOU
Connect with Chris and Boulder SEO Marketing:
Facebook:
hhps://www.facebook.com/BoulderSEOMarke)ng
LinkedIn:
www.linkedin.com/in/chrisraulf & www.linkedin.com/company/boulder-­‐seo-­‐marke)ng
Twi=er:
hhps://twiher.com/swisschris & hhps://twiher.com/Marke)ngSEOWiz
Google+:
hhps://plus.google.com/+ChrisRaulf & hhps://plus.google.com/+Boulderseomarke)ng
Connect with Marguerite and ReLaunchU:
LinkedIn:
www.linkedin.com/in/margueriteinscoe
&
www.linkedin.com/company/relaunchu
Twi=er:
hhps://twiher.com/ReLaunchU
Google+:
www.google.com/+Relaunchuoff
Connect with Skip and InboundWriter:
Facebook:
www.facebook.com/InboundWriter
LinkedIn:
www.linkedin.com/pub/skip-­‐besthoff/3/964/633
&
linkedin.com/company/inboundwriter
Twi=er:
www.twiher.com/inboundwriter
Google+:
hhps://plus.google.com/+InboundWriter