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

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

7. 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

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

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

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

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