Generating Traffic and Leads from ALL Inbound Channels.

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

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. Who’s in My Funnel?

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

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

7. Agenda
relevance.com | @ChadPollitt
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

8. Agenda
relevance.com | @ChadPollitt
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

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

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

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

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

13. TOFU
relevance.com | @ChadPollitt

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

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

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

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

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

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

20. TAKEAWAY #1
relevance.com | @ChadPollitt

21. TAKEAWAY #1
relevance.com | @ChadPollitt

22. TAKEAWAY #1
relevance.com | @ChadPollitt

23. TAKEAWAY #1
relevance.com | @ChadPollitt

24. TAKEAWAY #1
relevance.com | @ChadPollitt

25. TAKEAWAY #1
relevance.com | @ChadPollitt

26. TAKEAWAY #1
relevance.com | @ChadPollitt

27. TAKEAWAY #1
relevance.com | @ChadPollitt

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

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

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

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

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

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

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

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

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

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

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

42. TAKEAWAY RECAP
relevance.com | @ChadPollitt
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

43. TAKEAWAY RECAP
relevance.com | @ChadPollitt
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

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

45. TAKEAWAY RECAP
relevance.com | @ChadPollitt
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

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