This presentation looks at the evolution of channel-centric marketing into full-fledged content marketing over a three year period. It adds context to the inbound marketing process while looking at real results from every inbound channel.

1. IMPROVING TRAFFIC & CONVERSIONS
with inbound marketing

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. 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. Agenda
relevance.com | @ChadPollitt
1. The Role of SEO & Social Media

5. Agenda
relevance.com | @ChadPollitt
1. The Role of SEO & Social Media
2. The Effects of Content Marketing on Traffic &
Conversions by Channel

6. Agenda
relevance.com | @ChadPollitt
1. The Role of SEO & Social Media
2. The Effects of Content Marketing on Traffic &
Conversions by Channel
3. Content Marketing and Conversions in Context

7. Agenda
relevance.com | @ChadPollitt
1. The Role of SEO & Social Media
2. The Effects of Content Marketing on Traffic &
Conversions by Channel
3. Content Marketing and Conversions in Context
4. The Inbound Campaign Structure

8. The Role of SEO & Social
relevance.com | @ChadPollitt
1» BRAND

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

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

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

12. TAKEAWAY #1
relevance.com | @ChadPollitt
Spend 80% of Time Creating Content
and Only 20% on Distribution and
Engagement

13. TAKEAWAY #1
relevance.com | @ChadPollitt

14. TAKEAWAY #1
relevance.com | @ChadPollitt

15. TAKEAWAY #1
relevance.com | @ChadPollitt

16. TAKEAWAY #1
relevance.com | @ChadPollitt

17. TAKEAWAY #1
relevance.com | @ChadPollitt

18. TAKEAWAY #1
relevance.com | @ChadPollitt

19. TAKEAWAY #1
relevance.com | @ChadPollitt

20. TAKEAWAY #1
relevance.com | @ChadPollitt

21. TAKEAWAY #2
relevance.com | @ChadPollitt
Content Marketing Positively Effects
ALL Inbound Channels

25. TAKEAWAY #3
relevance.com | @ChadPollitt
Expect Demand Generation to Create
Demand for Your Content and NOT
for Your Products or Services

26. Inbound Ops » offer
relevance.com | @ChadPollitt

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

28. Inbound Ops » lead nurturing
relevance.com | @ChadPollitt

29. Inbound Ops » email
relevance.com | @ChadPollitt

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

31. Inbound Ops » Social Media
relevance.com | @ChadPollitt

32. Inbound Ops » Analyze & Adjust
relevance.com | @ChadPollitt

33. TAKEAWAY #4
relevance.com | @ChadPollitt
The Inbound Campaign Structure
is a Conversion and Nurture Process

34. TAKEAWAY RECAP
relevance.com | @ChadPollitt
1. Spend 80% of Time Creating Content and Only 20% on
Distribution and Engagement

35. TAKEAWAY RECAP
relevance.com | @ChadPollitt
1. Spend 80% of Time Creating Content and Only 20% on
Distribution and Engagement
2. Content Marketing Positively Effects ALL Inbound Conversion
Channels

36. TAKEAWAY RECAP
relevance.com | @ChadPollitt
1. Spend 80% of Time Creating Content and Only 20% on
Distribution and Engagement
2. Content Marketing Positively Effects ALL Inbound Conversion
Channels
3. Expect Demand Generation to Create Demand for Your
Content and NOT for Your Products or Services

37. TAKEAWAY RECAP
relevance.com | @ChadPollitt
1. Spend 80% of Time Creating Content and Only 20% on
Distribution and Engagement
2. Content Marketing Positively Effects ALL Inbound Conversion
Channels
3. Expect Demand Generation to Create Demand for Your
Content and NOT for Your Products or Services
4. The Inbound Campaign Structure is a Conversion and Nurture
Process

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