8 Steps to Creating Content Your Market Will Find & Love

@ArnieK #VMWebinar

8 Steps to Creating Content Your Market Will Find & Love

Arnie Kuenn, CEO, Vertical Measures#VMWebinar

@ArnieK #VMWebinarAbout Your Presenter…

• CEO of Vertical Measures – A Search, Social & Content Marketing Agency

• Instructor for the Content Marketing Institute & Online Marketing Institute

• Write for Marketing Land and Chief Content Officer

• Been an Internet marketer longer than Google has existed.

@ArnieK #VMWebinarWhat is Content Marketing?

• Content marketing is the art of providing relevant, valuable content to your customers without selling or interrupting them.

• Instead of pitching your products or services, you are delivering information that makes your prospects more informed before they buy.

• If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty.

@ArnieK #VMWebinar

Achieving Content Success is a Continuous, Planned Out Process

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This is not a 30 day R.O.I.

BUT THE LONG-TERM PAYOFFS CAN BE HUGE

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@ArnieK #VMWebinarThink Like a Publisher!

@ArnieK #VMWebinarDevelop Your Strategy

Strategy will evolve through the whole process• Why are you creating the content you are creating? • Who is your audience?• What types of content will you create?• Who will create your content?• When will you develop your content?• What does success look like?

@ArnieK #VMWebinar

@ArnieK #VMWebinarWhat are we searching for?

@ArnieK #VMWebinarStart your research here!

@ArnieK #VMWebinarGoogle Research Tools

Google Keyword Suggest

Relate Searches

@ArnieK #VMWebinarMore Research Tools

YouTube Related Searches

@ArnieK #VMWebinar

More than 410 questions about “visit the grand canyon” (exact match).

More than 3,400 using broad match!

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@ArnieK #VMWebinar

@ArnieK #VMWebinar

@ArnieK #VMWebinarList All Content Ideas in a Spreadsheet

@ArnieK #VMWebinarLonger Search String = More Clicks

Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013

@ArnieK #VMWebinarPut Together an Editorial Calendar

VerticalMeasures.com/calendar

@ArnieK #VMWebinar

@ArnieK #VMWebinar

@ArnieK #VMWebinarAddress Pricing / Cost

@ArnieK #VMWebinarComparisons

Showcase your product or service then compare and contrast to others.

@ArnieK #VMWebinarLists – People Still Love Them

@ArnieK #VMWebinarResource pages

38 links to this page

111 links to this page

@ArnieK #VMWebinarFree Guides & White Papers

- Lead generator- Link attractor- Long life span

@ArnieK #VMWebinar

Buyers need information that helps them make an informed decision.

Businesses that provide the content those people are searching for - will win.

@ArnieK #VMWebinarBenefits of a Blog

• Gives you a vehicle to post new content

• Allows for internal linking• Keeps the search engines coming

back – have 434% more indexed pages*

• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter

followers*

Source: *Hubspot

@ArnieK #VMWebinar

@ArnieK #VMWebinarOver 9 Out of 10

@ArnieK #VMWebinarSearch Optimization Elements

@ArnieK #VMWebinarSearch Results – Web Page Connection

Webpage File NameWebpage Title Tag

Meta Description

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@ArnieK #VMWebinarSharing New Content Can Be Very Simple

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@ArnieK #VMWebinar

@ArnieK #VMWebinarDistribute or Repurpose Your Content

Source: CMI & MarketingProfs

@ArnieK #VMWebinarPresentation Distribution (PPT)

@ArnieK #VMWebinar

@ArnieK #VMWebinarBuild Links to Your Content

• Identify low hanging fruit– Internal links– Fix 404 and 302 errors– Guest blog posts or articles– Blog & forum participation– Where you have relationships– Local partners & listings

• The best links:– Are from trusted sites– Have varied anchor text– Are from many different, relevant websites– Determined editorially

@ArnieK #VMWebinar

@ArnieK #VMWebinarMeasure!

• Measure for successes… and failures

• Check your rankings, traffic, conversions and other key metrics

• Focus on the strategies that are providing the best ROI and keep rolling out the content

@ArnieK #VMWebinar

@ArnieK #VMWebinar

@ArnieK #VMWebinar

@ArnieK #VMWebinar

The best time to start a content marketing

program is 5 years ago.

The second best time is NOW!

@ArnieK #VMWebinar

THANK YOU VERY MUCH!

Shameless Plugs: 1) We offer the best ½ and full day content marketing

workshops in the industry and can bring them to you.2) I speak 30-40 times a year, if you think you would like to

have me at your company or association, let me know.3) Let us know if we can develop a comprehensive content

marketing strategy for you.

@ArnieK #VMWebinar

www.verticalmeasures.com

QUESTIONS?

Contact: 888-476-1881 www.VerticalMeasures.com

@ArnieK #VMWebinar

www.verticalmeasures.com

NEXT WEBINAR…

Stop Wasting Money: The Most Important PPC Reports You're Not UsingPresenter: Zach Etten, Manager of PPC Advertising, Vertical Measures

Learn about:• A 5 minute analysis that can save you $1,000’s!• The importance of a reporting calendar• Complete Adwords report overview

Check out our website at www.verticalmeasures.com/webinars for registration information.

13Mar

11am PST2pm EST