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.

1. Twitter: #KunoCM

2. Introduction
Chad H. Pollitt
• Director of Inbound Marketing
Twitter: @CPollittIU #KunoCM kunocreative.com

3. Agenda
• What is Content Marketing?
• The Content Marketing Landscape
• A Look at the Numbers
• The Content Marketing Sales Funnel
• Q&A
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4. 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
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5. What is Content Marketing?
Delivering high-quality,
relevant & valuable
content to prospects &
customers drives profitable
consumer action.
Paraphrased from Wikipedia
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6. Benefits of Content Marketing
1. Search
Optimization (SEO)
Engine
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7. Benefits of Content Marketing
2. Referral Traffic
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8. Benefits of Content Marketing
3. Social Media
Marketing
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9. Benefits of Content Marketing
4. Reputation &
Sentiment
Management
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10. The Content Marketing Landscape
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11. The Content Marketing Landscape
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12. The Content Marketing Landscape
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13. The Content Marketing Landscape
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14. The Content Marketing Landscape
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15. A Look at the Numbers
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16. A Look at the Numbers
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17. A Look at the Numbers
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18. A Look at the Numbers
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19. A Look at the Numbers
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20. A Look at the Numbers
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21. A Look at the Numbers
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22. A Look at the Numbers
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23. A Look at the Numbers
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24. The Content Marketing Sales Funnel
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25. The Content Marketing Sales Funnel
BARRIERS to CONSUMPTION
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26. PRIVACY
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27. TIME
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28. WORK
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29. MONEY
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30. TOPIC
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31. INBOX
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32. The Content Marketing Sales Funnel
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33. The Content Marketing Sales Funnel
The Website Visitor
No barrier to consumption.
 Blog Posts  Web Pages
 Press Releases
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34. The Content Marketing Sales Funnel
Top of the Funnel: TOFU
Low barrier to consumption.
 Free Whitepapers  Free eBooks  Free Kits
(a combination of
 Free Guides  Free Checklists any of the above)
& Tip-Sheets
 Free Videos
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35. The Content Marketing Sales Funnel
Middle of the Funnel: MOFU
Moderate barrier to consumption.
 Videos  Assessments  Free Sample  Catalogs
 eBooks  Free Webinars  FAQ Sheets
 Subscriptions  Case Studies  Product Spec
Sheets
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36. The Content Marketing Sales Funnel
Bottom of the Funnel: BOFU
High barrier to consumption.
 Executive Summary
 Brochures
 Free Trials
 Demos
 Free Consultations
 Estimates or Quotes
 Coupons
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37. The Content Marketing Sales Funnel
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38. 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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39. 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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40. The Content Marketing Manifesto
FREE eBook
Facebook.com/kunocreative
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42. Thank You for Attending!
Contact Kuno Creative for
more information on effective
Content Marketing, Online
Sales Funnel Optimization or
Inbound Marketing.
Questions?
Slides are available at
Twitter: @CPollittIU #KunoCM kunocreative.com