“I only stopped by for your

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

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

Agenda

relevance.com | @ChadPollitt

1. Who’s in My Funnel?

Agenda

relevance.com | @ChadPollitt

1. Who’s in My Funnel?2. The Role of SEO & Social Media

Agenda

relevance.com | @ChadPollitt

1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &

Conversions by Channel

Agenda

relevance.com | @ChadPollitt

1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &

Conversions by Channel4. Content Marketing and Conversions in Context

Agenda

relevance.com | @ChadPollitt

1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &

Conversions by Channel4. Content Marketing and Conversions in Context5. The Inbound Campaign Structure

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

TOFU » top of the funnel

relevance.com | @ChadPollitt

People seeking to be empowered with the knowledge

(content) to solve their own problems

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

BOFU » bottom of the funnel

relevance.com | @ChadPollitt

People seeking knowledge (content) in order to decide who will solve

their problems.

“I only stopped by for your

TOFU”

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

Build Trust and Perceived Value in Your Brand by Creating

Mostly TOFU Content

The Role of SEO & Social

relevance.com | @ChadPollitt

1» BRAND

The Role of SEO & Social

relevance.com | @ChadPollitt

1» BRAND

2» CONTENT

The Role of SEO & Social

relevance.com | @ChadPollitt

1» BRAND

2» CONTENT

3» DISTRIBUTION

The Role of SEO & Social

relevance.com | @ChadPollitt

1» BRAND

2» CONTENT

3» DISTRIBUTION

4» ENGAGEMENT

TAKEAWAY #2

relevance.com | @ChadPollitt

Spend 80% of Time Creating Contentand Only 20% on Distribution and

Engagement

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #1

relevance.com | @ChadPollitt

TAKEAWAY #3

relevance.com | @ChadPollitt

Content Marketing Positively Effects ALL Inbound Channels

TAKEAWAY #4

relevance.com | @ChadPollitt

Expect Demand Generation to Create Demand for Your Content and NOT

for Your Products or Services

Inbound Ops » offer

relevance.com | @ChadPollitt

Inbound Ops » landing pages + CTAs

relevance.com | @ChadPollitt

Inbound Ops » lead nurturing

relevance.com | @ChadPollitt

Inbound Ops » email

relevance.com | @ChadPollitt

Inbound Ops » blog, earned, owned

relevance.com | @ChadPollitt

Inbound Ops » social media

relevance.com | @ChadPollitt

Inbound Ops » analyze & adjust

relevance.com | @ChadPollitt

TAKEAWAY #5

relevance.com | @ChadPollitt

The Inbound Campaign Structure is a Conversion and Nurture Process

TAKEAWAY RECAP

relevance.com | @ChadPollitt

1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content

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

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

TAKEAWAY RECAP

relevance.com | @ChadPollitt

4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services

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

FINAL TAKEAWAY

relevance.com | @ChadPollitt

Right Content + Right Person + Right Time + Right Channel =

Wider Sales Funnel + Acceleration Through It!