Go Inbound Marketing 2013 - Chad Pollitt

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Director of Marketing for digitalrelevance, Chad Pollitt, explores the relationship between online content, its channels of distribution and the top of the sales funnel

Negócios Tecnologia

TOFU
Generating Traffic and Leads from
ALL Inbound Channels

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 | #GoInboundMktg

Introduction
• Formerly Slingshot SEO
• Inc. 500 – 2011 & 2012
• Delivering Earned Media through
Digital PR and Content Marketing
• Over 10,000 Online Media
Relationships
relevance.com | @ChadPollitt | #GoInboundMktg

Agenda
1. Who’s in My Funnel?
relevance.com | @ChadPollitt | #GoInboundMktg

Agenda
1. Who’s in My Funnel?
2. The Role of SEO & Social Media
relevance.com | @ChadPollitt | #GoInboundMktg

Agenda
1. Who’s in My Funnel?
2. The Role of SEO & Social Media
3. The Effects of Content Marketing on Traffic &
Conversions by Channel
relevance.com | @ChadPollitt | #GoInboundMktg

Agenda
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
relevance.com | @ChadPollitt | #GoInboundMktg

TOFU » top of the funnel
96% of First-time Visitors to Your
Website are NOT there to do Business
with You
-HubSpot
relevance.com | @ChadPollitt | #GoInboundMktg

TOFU » top of the funnel
People seeking to be
empowered with the knowledge
(content) to solve their own problems
relevance.com | @ChadPollitt | #GoInboundMktg

MOFU » middle of the funnel
People willing to overcome high or
multiple barriers to consumption in
order to consume content
– due to trust or perceived value
relevance.com | @ChadPollitt | #GoInboundMktg

BOFU » bottom of the funnel
People seeking knowledge (content)
in order to decide who will solve
their problems.
relevance.com | @ChadPollitt | #GoInboundMktg

TAKEAWAY #2
Spend 80% of Time Creating Content
and Only 20% on Distribution and
Engagement
relevance.com | @ChadPollitt | #GoInboundMktg

TAKEAWAY #1
relevance.com | @ChadPollitt | #GoInboundMktg

TAKEAWAY #3
Content Marketing Positively Effects
ALL Inbound Channels
relevance.com | @ChadPollitt | #GoInboundMktg

TAKEAWAY #4
Expect Demand Generation to Create
Demand for Your Content and NOT
for Your Products or Services
relevance.com | @ChadPollitt | #GoInboundMktg

Inbound Ops » offer
relevance.com | @ChadPollitt | #GoInboundMktg

Inbound Ops » landing pages + CTAs
relevance.com | @ChadPollitt | #GoInboundMktg

Inbound Ops » lead nurturing
relevance.com | @ChadPollitt | #GoInboundMktg

Inbound Ops » email
relevance.com | @ChadPollitt | #GoInboundMktg

Inbound Ops » blog, earned, owned
relevance.com | @ChadPollitt | #GoInboundMktg

Inbound Ops » social media
relevance.com | @ChadPollitt | #GoInboundMktg

Inbound Ops » analyze & adjust
relevance.com | @ChadPollitt | #GoInboundMktg

TAKEAWAY #5
The Inbound Campaign Structure
is a Conversion and Nurture Process
relevance.com | @ChadPollitt | #GoInboundMktg

TAKEAWAY RECAP
4. Expect Demand Generation to Create Demand for Your
Content and NOT for Your Products or Services
relevance.com | @ChadPollitt | #GoInboundMktg

TAKEAWAY RECAP
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
relevance.com | @ChadPollitt | #GoInboundMktg

FINAL TAKEAWAY
Right Content + Right Person
+ Right Time + Right Channel =
Wider Sales Funnel + Acceleration Through It!
relevance.com | @ChadPollitt | #GoInboundMktg

Go Inbound Marketing 2013 - Chad Pollitt

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Go Inbound Marketing 2013 - Chad Pollitt

1. TOFU Generating Traffic and Leads from ALL Inbound Channels

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 | #GoInboundMktg

3. Introduction • Formerly Slingshot SEO • Inc. 500 – 2011 & 2012 • Delivering Earned Media through Digital PR and Content Marketing • Over 10,000 Online Media Relationships relevance.com | @ChadPollitt | #GoInboundMktg

4. Agenda 1. Who’s in My Funnel? relevance.com | @ChadPollitt | #GoInboundMktg

5. Agenda 1. Who’s in My Funnel? 2. The Role of SEO & Social Media relevance.com | @ChadPollitt | #GoInboundMktg

6. Agenda 1. Who’s in My Funnel? 2. The Role of SEO & Social Media 3. The Effects of Content Marketing on Traffic & Conversions by Channel relevance.com | @ChadPollitt | #GoInboundMktg

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8. Agenda 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 relevance.com | @ChadPollitt | #GoInboundMktg

9. TOFU » top of the funnel 96% of First-time Visitors to Your Website are NOT there to do Business with You -HubSpot relevance.com | @ChadPollitt | #GoInboundMktg

10. TOFU » top of the funnel People seeking to be empowered with the knowledge (content) to solve their own problems relevance.com | @ChadPollitt | #GoInboundMktg

11. MOFU » middle of the funnel People willing to overcome high or multiple barriers to consumption in order to consume content – due to trust or perceived value relevance.com | @ChadPollitt | #GoInboundMktg

12. BOFU » bottom of the funnel People seeking knowledge (content) in order to decide who will solve their problems. relevance.com | @ChadPollitt | #GoInboundMktg

13. TOFU

14. TAKEAWAY #1 Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content relevance.com | @ChadPollitt | #GoInboundMktg

15. The Role of SEO & Social 1» BRAND relevance.com | @ChadPollitt | #GoInboundMktg

16. The Role of SEO & Social 1» BRAND 2» CONTENT relevance.com | @ChadPollitt | #GoInboundMktg

17. The Role of SEO & Social 1» BRAND 2» CONTENT 3» DISTRIBUTION relevance.com | @ChadPollitt | #GoInboundMktg

18. The Role of SEO & Social 1» BRAND 2» CONTENT 3» DISTRIBUTION 4» ENGAGEMENT relevance.com | @ChadPollitt | #GoInboundMktg

19. TAKEAWAY #2 Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement relevance.com | @ChadPollitt | #GoInboundMktg

20. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

21. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

22. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

23. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

24. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

25. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

26. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

27. TAKEAWAY #1 relevance.com | @ChadPollitt | #GoInboundMktg

28. TAKEAWAY #3 Content Marketing Positively Effects ALL Inbound Channels relevance.com | @ChadPollitt | #GoInboundMktg

29.

30.

31.

32. TAKEAWAY #4 Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services relevance.com | @ChadPollitt | #GoInboundMktg

33. Inbound Ops » offer relevance.com | @ChadPollitt | #GoInboundMktg

34. Inbound Ops » landing pages + CTAs relevance.com | @ChadPollitt | #GoInboundMktg

35. Inbound Ops » lead nurturing relevance.com | @ChadPollitt | #GoInboundMktg

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37. Inbound Ops » blog, earned, owned relevance.com | @ChadPollitt | #GoInboundMktg

38. Inbound Ops » social media relevance.com | @ChadPollitt | #GoInboundMktg

39. Inbound Ops » analyze & adjust relevance.com | @ChadPollitt | #GoInboundMktg

40. TAKEAWAY #5 The Inbound Campaign Structure is a Conversion and Nurture Process relevance.com | @ChadPollitt | #GoInboundMktg

41. TAKEAWAY RECAP 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content relevance.com | @ChadPollitt | #GoInboundMktg

42. TAKEAWAY RECAP 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 relevance.com | @ChadPollitt | #GoInboundMktg

43. TAKEAWAY RECAP 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 relevance.com | @ChadPollitt | #GoInboundMktg

44. TAKEAWAY RECAP 4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services relevance.com | @ChadPollitt | #GoInboundMktg

45. TAKEAWAY RECAP 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 relevance.com | @ChadPollitt | #GoInboundMktg

46. FINAL TAKEAWAY Right Content + Right Person + Right Time + Right Channel = Wider Sales Funnel + Acceleration Through It! relevance.com | @ChadPollitt | #GoInboundMktg

Go Inbound Marketing 2013 - Chad Pollitt

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