The Business Case for Content Marketing

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Is Content Marketing the Foundation of Successful Internet Marketing? The video of the presentation is available here: http://inboundmarketing.kunocreative.com/case-content-marketing-video/ Kuno Creative presents the business case for content marketing looking at facts, figures and data. The presentation explores: - What is Content Marketing? - Today's Content Marketing Landscape - The Powerful Numbers Behind Content Marketing - The Content Marketing Sales Funnel Specifically, we'll look at the benefits of content marketing, how companies are budgeting for it and using it today, success measurement criteria, blog frequency and customer acquisition, three years of real web data, and the structure of the content marketing sales funnel. Backed with real data, we'll prove that content marketing in an invaluable business tool and is the foundation of successful Internet marketing. In this presentation we discussed how content marketing affects organic, referral, social media and direct traffic to a website. We also defined the six barriers to content consumption and how to use them to create velocity in a business’s sales funnel; producing more leads, and ultimately, more customers.

Business Technology

Introduction

Chad H. Pollitt
• Director of Inbound Marketing

Twitter: @CPollittIU #KunoCM kunocreative.com

Agenda

• What is Content Marketing?

• The Content Marketing Landscape

• A Look at the Numbers

• The Content Marketing Sales Funnel

• Q&A

Twitter: @CPollittIU #KunoCM kunocreative.com

What is Content Marketing?

Content marketing is
the creation and sharing
of content in order
to engage current and
potential consumer bases.

Paraphrased from Wikipedia

Twitter: @CPollittIU #KunoCM kunocreative.com

What is Content Marketing?

Delivering high-quality,
relevant & valuable
content to prospects &
customers drives profitable
consumer action.

Paraphrased from Wikipedia

Twitter: @CPollittIU #KunoCM kunocreative.com

Benefits of Content Marketing

1. Search
Optimization (SEO)
Engine

Twitter: @CPollittIU #KunoCM kunocreative.com

Benefits of Content Marketing

2. Referral Traffic

Twitter: @CPollittIU #KunoCM kunocreative.com

Benefits of Content Marketing

3. Social Media
Marketing

Twitter: @CPollittIU #KunoCM kunocreative.com

Benefits of Content Marketing

4. Reputation &
Sentiment
Management

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Landscape

Twitter: @CPollittIU #KunoCM kunocreative.com

A Look at the Numbers

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Sales Funnel

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Sales Funnel
BARRIERS to CONSUMPTION

Twitter: @CPollittIU #KunoCM kunocreative.com

PRIVACY

Twitter: @CPollittIU #KunoCM kunocreative.com

TIME

Twitter: @CPollittIU #KunoCM kunocreative.com

WORK
Twitter: @CPollittIU #KunoCM kunocreative.com

MONEY

Twitter: @CPollittIU #KunoCM kunocreative.com

TOPIC

Twitter: @CPollittIU #KunoCM kunocreative.com

INBOX

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Sales Funnel
The Website Visitor
No barrier to consumption.

 Blog Posts  Web Pages
 Press Releases

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Sales Funnel
Top of the Funnel: TOFU
Low barrier to consumption.

 Free Whitepapers  Free eBooks  Free Kits
(a combination of
 Free Guides  Free Checklists any of the above)
& Tip-Sheets
 Free Videos

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Sales Funnel
Middle of the Funnel: MOFU
Moderate barrier to consumption.

 Videos  Assessments  Free Sample  Catalogs
 eBooks  Free Webinars  FAQ Sheets
 Subscriptions  Case Studies  Product Spec
Sheets

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Sales Funnel
Bottom of the Funnel: BOFU
High barrier to consumption.
 Executive Summary
 Brochures
 Free Trials
 Demos
 Free Consultations
 Estimates or Quotes
 Coupons

Twitter: @CPollittIU #KunoCM kunocreative.com

Recap

1. Content marketing drives
profitable consumer action

2. Benefits include: SEO, referral
traffic, social media marketing and
reputation/sentiment management

3. Companies are finding value
in, increasing their use of and
investing more in content marketing

Twitter: @CPollittIU #KunoCM kunocreative.com

Recap

4. Content marketing grows leads
and traffic from all inbound channels

5. Barriers to consumption
are used to identify, qualify,
segment and score leads

6. The content marketing sales
funnel should include visitor,
TOFU, MOFU & BOFU content

Twitter: @CPollittIU #KunoCM kunocreative.com

The Content Marketing Manifesto
FREE eBook
Facebook.com/kunocreative

Twitter: @CPollittIU #KunoCM kunocreative.com

Thank You for Attending!
Contact Kuno Creative for
more information on effective
Content Marketing, Online
Sales Funnel Optimization or
Inbound Marketing.

Questions?
Slides are available at

Twitter: @CPollittIU #KunoCM kunocreative.com

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Uneak White's Personal Brand Exploration Presentation

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Cracking the Cultural Competence Code.pptx

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The Business Case for Content Marketing

1. Twitter: #KunoCM

2. Introduction Chad H. Pollitt • Director of Inbound Marketing Twitter: @CPollittIU #KunoCM kunocreative.com

3. Agenda • What is Content Marketing? • The Content Marketing Landscape • A Look at the Numbers • The Content Marketing Sales Funnel • Q&A Twitter: @CPollittIU #KunoCM kunocreative.com

4. What is Content Marketing? Content marketing is the creation and sharing of content in order to engage current and potential consumer bases. Paraphrased from Wikipedia Twitter: @CPollittIU #KunoCM kunocreative.com

5. What is Content Marketing? Delivering high-quality, relevant & valuable content to prospects & customers drives profitable consumer action. Paraphrased from Wikipedia Twitter: @CPollittIU #KunoCM kunocreative.com

6. Benefits of Content Marketing 1. Search Optimization (SEO) Engine Twitter: @CPollittIU #KunoCM kunocreative.com

7. Benefits of Content Marketing 2. Referral Traffic Twitter: @CPollittIU #KunoCM kunocreative.com

8. Benefits of Content Marketing 3. Social Media Marketing Twitter: @CPollittIU #KunoCM kunocreative.com

9. Benefits of Content Marketing 4. Reputation & Sentiment Management Twitter: @CPollittIU #KunoCM kunocreative.com

10. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com

11. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com

12. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com

13. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com

14. The Content Marketing Landscape Twitter: @CPollittIU #KunoCM kunocreative.com

15. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

16. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

17. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

18. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

19. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

20. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

21. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

22. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

23. A Look at the Numbers Twitter: @CPollittIU #KunoCM kunocreative.com

24. The Content Marketing Sales Funnel Twitter: @CPollittIU #KunoCM kunocreative.com

25. The Content Marketing Sales Funnel BARRIERS to CONSUMPTION Twitter: @CPollittIU #KunoCM kunocreative.com

26. PRIVACY Twitter: @CPollittIU #KunoCM kunocreative.com

27. TIME Twitter: @CPollittIU #KunoCM kunocreative.com

28. WORK Twitter: @CPollittIU #KunoCM kunocreative.com

29. MONEY Twitter: @CPollittIU #KunoCM kunocreative.com

30. TOPIC Twitter: @CPollittIU #KunoCM kunocreative.com

31. INBOX Twitter: @CPollittIU #KunoCM kunocreative.com

32. The Content Marketing Sales Funnel Twitter: @CPollittIU #KunoCM kunocreative.com

33. The Content Marketing Sales Funnel The Website Visitor No barrier to consumption.  Blog Posts  Web Pages  Press Releases Twitter: @CPollittIU #KunoCM kunocreative.com

34. The Content Marketing Sales Funnel Top of the Funnel: TOFU Low barrier to consumption.  Free Whitepapers  Free eBooks  Free Kits (a combination of  Free Guides  Free Checklists any of the above) & Tip-Sheets  Free Videos Twitter: @CPollittIU #KunoCM kunocreative.com

35. The Content Marketing Sales Funnel Middle of the Funnel: MOFU Moderate barrier to consumption.  Videos  Assessments  Free Sample  Catalogs  eBooks  Free Webinars  FAQ Sheets  Subscriptions  Case Studies  Product Spec Sheets Twitter: @CPollittIU #KunoCM kunocreative.com

36. The Content Marketing Sales Funnel Bottom of the Funnel: BOFU High barrier to consumption.  Executive Summary  Brochures  Free Trials  Demos  Free Consultations  Estimates or Quotes  Coupons Twitter: @CPollittIU #KunoCM kunocreative.com

37. The Content Marketing Sales Funnel Twitter: @CPollittIU #KunoCM kunocreative.com

38. Recap 1. Content marketing drives profitable consumer action 2. Benefits include: SEO, referral traffic, social media marketing and reputation/sentiment management 3. Companies are finding value in, increasing their use of and investing more in content marketing Twitter: @CPollittIU #KunoCM kunocreative.com

39. Recap 4. Content marketing grows leads and traffic from all inbound channels 5. Barriers to consumption are used to identify, qualify, segment and score leads 6. The content marketing sales funnel should include visitor, TOFU, MOFU & BOFU content Twitter: @CPollittIU #KunoCM kunocreative.com

40. The Content Marketing Manifesto FREE eBook Facebook.com/kunocreative Twitter: @CPollittIU #KunoCM kunocreative.com

41.

42. Thank You for Attending! Contact Kuno Creative for more information on effective Content Marketing, Online Sales Funnel Optimization or Inbound Marketing. Questions? Slides are available at Twitter: @CPollittIU #KunoCM kunocreative.com

The Business Case for Content Marketing

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