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
Twitter: @CPollittIU #KunoCM kunocreative.com

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
Twitter: @CPollittIU #KunoCM kunocreative.com

5. What is Content Marketing?
Delivering high-
quality, relevant &
valuable content to
prospects & customers drives
profitable consumer
action.
Paraphrased from Wikipedia
Twitter: @CPollittIU #KunoCM kunocreative.com

6. Benefits of Content Marketing
1. Search
Optimization (SEO)
Engine
Twitter: @CPollittIU #KunoCM kunocreative.com

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
Twitter: @CPollittIU #KunoCM kunocreative.com

10. The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM kunocreative.com

11. The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM kunocreative.com

12. The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM kunocreative.com

13. The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM kunocreative.com

14. The Content Marketing Landscape
Twitter: @CPollittIU #KunoCM kunocreative.com

15. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

16. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

17. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

18. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

19. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

20. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

21. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

22. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

23. A Look at the Numbers
Twitter: @CPollittIU #KunoCM kunocreative.com

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
Twitter: @CPollittIU #KunoCM kunocreative.com

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
Twitter: @CPollittIU #KunoCM kunocreative.com

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
Twitter: @CPollittIU #KunoCM kunocreative.com

37. The Content Marketing Sales Funnel
Twitter: @CPollittIU #KunoCM kunocreative.com

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
Twitter: @CPollittIU #KunoCM kunocreative.com

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
Twitter: @CPollittIU #KunoCM kunocreative.com

40. The Content Marketing Manifesto
FREE eBook
Facebook.com/kunocreative
Twitter: @CPollittIU #KunoCM kunocreative.com

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