Improving Traffic & Conversions with Inbound Marketing

IMPROVING TRAFFIC & CONVERSIONSwith inbound marketing

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

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• Formerly Slingshot SEO

• Inc. 500 – 2011 & 2012

• Delivering Earned Media through Digital PR and Content Marketing

• Over 10,000 Online Media Relationships

Agenda

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1. The Role of SEO & Social Media

Agenda

relevance.com | @ChadPollitt

1. The Role of SEO & Social Media

2. The Effects of Content Marketing on Traffic & Conversions by Channel

Agenda

relevance.com | @ChadPollitt

1. The Role of SEO & Social Media

2. The Effects of Content Marketing on Traffic & Conversions by Channel

3. Content Marketing and Conversions in Context

Agenda

relevance.com | @ChadPollitt

1. The Role of SEO & Social Media

2. The Effects of Content Marketing on Traffic & Conversions by Channel

3. Content Marketing and Conversions in Context

4. The Inbound Campaign Structure

The Role of SEO & Social

relevance.com | @ChadPollitt

1» BRAND

The Role of SEO & Social

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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 #1

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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 #2

relevance.com | @ChadPollitt

Content Marketing Positively Effects ALL Inbound Channels

TAKEAWAY #3

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

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Inbound Ops » lead nurturing

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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 #4

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The Inbound Campaign Structure is a Conversion and Nurture Process

TAKEAWAY RECAP

relevance.com | @ChadPollitt

1. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

TAKEAWAY RECAP

relevance.com | @ChadPollitt

1. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

2. Content Marketing Positively Effects ALL Inbound Conversion Channels

TAKEAWAY RECAP

relevance.com | @ChadPollitt

1. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

2. Content Marketing Positively Effects ALL Inbound Conversion Channels

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

TAKEAWAY RECAP

relevance.com | @ChadPollitt

1. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

2. Content Marketing Positively Effects ALL Inbound Conversion Channels

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

4. 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