“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!
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