The document discusses top of funnel marketing strategies for generating traffic and leads. It covers: 1. Understanding the different stages of the marketing funnel from top of funnel (TOFU) to middle of funnel (MOFU) to bottom of funnel (BOFU) and that most visitors are in TOFU looking for helpful content rather than ready to do business. 2. The roles of SEO, social media, content creation and distribution in moving visitors through the funnel. It recommends spending 80% of time on content creation. 3. How content marketing positively impacts traffic and conversions across all inbound channels. 4. That demand generation should create demand for content rather than directly for products/services.

1. Top of the Funnel:
Generating Traffic and Leads from ALL
Inbound Channels
Chad Pollitt
Director of Marketing
DigitalRelevance

2. Today You Will Learn
• What most of your website visitors are thinking
@ChadPollitt

3. Today You Will Learn
• What most of your website visitors are thinking
• The inbound marketing mindset
@ChadPollitt

4. Today You Will Learn
• What most of your website visitors are thinking
• The inbound marketing mindset
• The power of problem solving content
@ChadPollitt

5. Today You Will Learn
• What most of your website visitors are thinking
• The inbound marketing mindset
• The power of problem solving content
• The inbound marketing sales funnel
@ChadPollitt

6. Today You Will Learn
• What most of your website visitors are thinking
• The inbound marketing mindset
• The power of problem solving content
• The inbound marketing sales funnel
• How to execute inbound marketing
@ChadPollitt

7. About Me » @ChadPollitt
• Director of Marketing at
DigitalRelevance
• Former Army Commander and Iraq War
Veteran
• Co-author of The Enterprise Blog Post
Optimization Guide and regular
contributor to the Huffington Post
• Member of a Forbes Top 100 List

8. Agenda
1. Who’s in My Funnel?
@ChadPollitt

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

10. 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
@ChadPollitt

11. 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
@ChadPollitt

12. 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
@ChadPollitt

13. Who’s in My Funnel?
@ChadPollitt

14. TOFU » top of the funnel
96% of First-time Visitors to Your
Website are NOT there to do
Business with You
-HubSpot
@ChadPollitt

15. TOFU » top of the funnel
People seeking to be
empowered with the knowledge
(content) to solve their own
problems
@ChadPollitt

16. 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
@ChadPollitt

17. BOFU » bottom of the funnel
People seeking knowledge (content)
in order to decide who will solve
their problems.
@ChadPollitt

18. TOFU

19. TAKEAWAY #1
Build Trust and Perceived Value
in Your Brand by Creating
Mostly TOFU Content
@ChadPollitt

20. The Role of SEO & Social
Media
@ChadPollitt

21. The Role of SEO & Social
1» BRAND
@ChadPollitt

22. The Role of SEO & Social
1» BRAND
2» CONTENT
@ChadPollitt

23. The Role of SEO & Social
1» BRAND
2» CONTENT
3» DISTRIBUTION
@ChadPollitt

24. The Role of SEO & Social
1» BRAND
2» CONTENT
3» DISTRIBUTION
4» ENGAGEMENT
@ChadPollitt

26. TAKEAWAY #2
Spend 80% of Time Creating Content
and Only 20% on Distribution and
Engagement
@ChadPollitt

27. Move The Needle

28. Move The Needle
1. Create a Twitter list of “C” and “B” list
bloggers and journalists that are relevant to
your business.
Earn media with the other 20%

29. Move The Needle
1. Create a Twitter list of “C” and “B” list
bloggers and journalists that are relevant to
your business.
2. Start networking with them by commenting
and sharing their content.
Earn media with the other 20%

30. Move The Needle
1. Create a Twitter list of “C” and “B” list
bloggers and journalists that are relevant to
your business.
2. Start networking with them by commenting
and sharing their content.
3. After you build a real relationship ask them
to give you feedback on something you’ve
written.
Earn media with the other 20%

31. Move The Needle
4. Ask them if you can interview them for a
blog post – they’ll promote it.
Earn media with the other 20%

32. Move The Needle
4. Ask them if you can interview them for a
blog post – they’ll promote it.
5. When appropriate, ask if they’ll let you guest
post.
Earn media with the other 20%

33. Move The Needle
4. Ask them if you can interview them for a
blog post – they’ll promote it.
5. When appropriate, ask if they’ll let you guest
post.
6. Write a good article and make sure to
include a link to a TOFU landing page that’s
appropriate for the post.
Earn media with the other 20%

34. The Effects of Content
Marketing on Traffic &
Conversions by Channel
@ChadPollitt

35. Traffic & Conversions by Channel
@ChadPollitt

36. Traffic & Conversions by Channel
@ChadPollitt

37. Traffic & Conversions by Channel
@ChadPollitt

38. Traffic & Conversions by Channel
@ChadPollitt

39. Traffic & Conversions by Channel
@ChadPollitt

40. Traffic & Conversions by Channel
@ChadPollitt

41. Traffic & Conversions by Channel
@ChadPollitt

42. Traffic & Conversions by Channel
@ChadPollitt

44. TAKEAWAY #3
Content Marketing Positively Effects
ALL Inbound Channels
@ChadPollitt

45. Content Marketing and
Conversions in Context
@ChadPollitt

52. TAKEAWAY #4
Expect Demand Generation to Create
Demand for Your Content and NOT
for Your Products or Services
@ChadPollitt

53. The Inbound Campaign
Structure
@ChadPollitt

54. Inbound Ops » offer
@ChadPollitt

55. Inbound Ops » landing pages + CTAs
@ChadPollitt

56. Inbound Ops » lead nurturing
@ChadPollitt

57. Inbound Ops » email
@ChadPollitt

58. Inbound Ops » blog, earned, owned
@ChadPollitt

59. Inbound Ops » social
@ChadPollitt

60. Inbound Ops » analyze & adjust
@ChadPollitt

62. TAKEAWAY #5
The Inbound Campaign Structure
is an Attraction, Conversion and
Nurture Process
@ChadPollitt

63. TAKEAWAY RECAP
1. Build Trust and Perceived Value in Your
Brand by Creating Mostly TOFU Content
@ChadPollitt

64. 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
@ChadPollitt

65. 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
@ChadPollitt

66. TAKEAWAY RECAP
4. Expect Demand Generation to Create
Demand for Your Content and NOT for
Your Products or Services
@ChadPollitt

67. 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 an
Attraction, Conversion and Nurture
Process
@ChadPollitt

68. FINAL TAKEAWAY
Right Content + Right Person
+ Right Time + Right Channel =
Wider Sales Funnel + Acceleration
Through It!
@ChadPollitt

69. www.onlinemarketinginstitute.org
Thank You!
Learn more at
@ChadPollitt