Bringing Discipline to Marketing Activities An Engine Business Unit Case Study
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.
Transcript of The Business Case for Content Marketing
Twitter: #KunoCM
Twitter: @CPollittIU #KunoCM
Introduction
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Chad H. Pollitt
• Director of Inbound Marketing
Agenda
• What is Content Marketing?
• The Content Marketing Landscape
• A Look at the Numbers
• The Content Marketing Sales Funnel
• Q&A
kunocreative.comTwitter: @CPollittIU #KunoCM
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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
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What is Content Marketing?
Delivering high-quality, relevant & valuable content to prospects & customers drives profitable consumer action.
Paraphrased from Wikipedia
Twitter: @CPollittIU #KunoCM
Twitter: @CPollittIU #KunoCM kunocreative.com
Benefits of Content Marketing
1. Search Engine Optimization (SEO)
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Benefits of Content Marketing
2. Referral Traffic
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Benefits of Content Marketing
3. Social Media Marketing
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Benefits of Content Marketing
4. Reputation & Sentiment Management
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The Content Marketing Landscape
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The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM
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The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM
kunocreative.com
The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM
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The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM
Twitter: @CPollittIU #KunoCM kunocreative.com
A Look at the Numbers
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A Look at the Numbers
Twitter: @CPollittIU #KunoCM
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A Look at the Numbers
Twitter: @CPollittIU #KunoCM
kunocreative.com
A Look at the Numbers
Twitter: @CPollittIU #KunoCM
kunocreative.com
A Look at the Numbers
Twitter: @CPollittIU #KunoCM
kunocreative.com
A Look at the Numbers
Twitter: @CPollittIU #KunoCM
kunocreative.com
A Look at the Numbers
Twitter: @CPollittIU #KunoCM
kunocreative.com
A Look at the Numbers
Twitter: @CPollittIU #KunoCM
kunocreative.com
A Look at the Numbers
Twitter: @CPollittIU #KunoCM
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The Content Marketing Sales Funnel
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The Content Marketing Sales Funnel
BARRIERS to CONSUMPTION
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Twitter: @CPollittIU #KunoCM kunocreative.com
PRIVACY
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TIME
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Twitter: @CPollittIU #KunoCM kunocreative.com
WORK
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MONEY
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TOPIC
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INBOX
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The Content Marketing Sales Funnel
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The Content Marketing Sales Funnel
Blog Posts
Press Releases
Web Pages
The Website VisitorNo barrier to consumption.
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The Content Marketing Sales Funnel
Free Whitepapers
Free Guides & Tip-Sheets
Free eBooks
Free Checklists
Free Videos
Free Kits (a combination of any of the above)
Top of the Funnel: TOFULow barrier to consumption.
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The Content Marketing Sales Funnel
Videos
eBooks
Subscriptions
Assessments
Free Webinars
Case Studies
Free Sample
FAQ Sheets
Product Spec Sheets
Catalogs
Middle of the Funnel: MOFUModerate barrier to consumption.
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The Content Marketing Sales Funnel
Bottom of the Funnel: BOFUHigh barrier to consumption.
Executive Summary
Brochures
Free Trials
Demos
Free Consultations
Estimates or Quotes
Coupons
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The Content Marketing Sales Funnel
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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
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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
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The Content Marketing Manifesto
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FREE eBook
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Thank You for Attending!
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Contact Kuno Creative for more information on effective Content Marketing, Online Sales Funnel Optimization or Inbound Marketing.
Slides are available at
Questions?
Twitter: @CPollittIU #KunoCM
