Embed Size (px)
Citation preview
April 9-10, Breckenridge, Colorado
Inbound Content Marketing
Target Persona
eCommerce Director Bill•Is in charge of all eCommerceoperations•Wants to raise conversionrates & average order value•Wants to lower shopping cart abandonment•Highly cognizant of time and budget issues
Goals of the Project
• Qualify eCommerce Director leads• Increase our brand reputation in inbound
marketing for eCommerce• Grow our database of segmented contacts
• Segment contacts who download the content• Nurture leads through an automated workflow
Required Content Assets• Cornerstone: The Inbound for eCommerce Campaign
Checklist– Linked to from all supporting content
• Primary Supporting: Moz post about inbound for B2C retail– Linked to from all supporting content
• Secondary Supporting: Inflow blog post about the cornerstone piece– Linked to Moz post and CTA to cornerstone landing page
• Landing Page: For the gated cornerstone piece• Other: Promote additional eCommerce related content
from the Inflow blog– Linked to from the cornerstone “Thank You” page, and
throughout the nurturing workflow
Content Promotion
• Organic Social for the Moz post and checklist landing page
• Paid Social (Twitter, Facebook, LinkedIn) linking to the cornerstone landing page
• Google Retargeting linking to the cornerstone landing page
• Inflow Blog with a strong CTA to the cornerstone landing page
Tactical KitDetails for the content and promotional components of the campaign
Cornerstone Content
Inbound Content Marketing
Primary Supporting Content
In-depth post on Moz.com emphasizing the opportunity that inbound presents to eCommerce companies
•Mentions Inflow & links to cornerstone landing page
Secondary Supporting Content
Landing Page
Thank You Page
Social Promotion
Organic Social•Promote Inflow blog post & landing page– All Twitter, Facebook, LinkedIn, etc. audiences
Paid Social•Promote landing page– Facebook: Promoted post, Targeted Ad, Remarketing– Twitter: Targeted Ad, Remarketing– LinkedIn: Targeted Ad– Google: Remarketing
Lead Nurturing Workflow(AKA: Where the Magic Happens)
