Content marketing Trends for Social Media and SEO

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Arnie Kuenn

President, Vertical Measures

Content Marketing

Trends in 2013

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About Instant E-Training

"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and

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Founded in late 2010, Instant E-Training is creating an online learning environment

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Training provided by some of Search & Social industry leaders including….

Dave Kerpen Eric Enge Hollis Thomases Bob Tripathi Clara Shih Dan Zarrella Christine Churchill

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Training attended by

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Arnie Kuenn

President, Vertical Measures

Content Marketing

Trends in 2013

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ABOUT YOUR PRESENTER…

• President of Vertical Measures –

A Search, Social & Content Marketing Agency

• Instructor for the Content Marketing Institute &

Instant E-Training

• Been an Internet marketer longer than Google has

existed.

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“Content Marketing”

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Content Marketing - The Top Priority

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What 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.

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Research conducted by the Custom Content

Council

• 90% of consumers find custom content useful

• 78% of people believe that organizations providing custom content

are interested in building good relationships with them

• 77% of people understand that an organization’s goal for custom

content is to sell them something, but are OK with it as long as it

provides value

• 73% of people prefer to get information about an organization in a

collection of articles rather than in a traditional advertisement

• 61% of people feel better about a company that delivers custom

content and are more likely to buy from that company

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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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ACHIEVING SUCCESS IS CONTINUOUS, PLANNED

OUT PROCESS

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THINK LIKE A PUBLISHER!

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DEVELOP YOUR STRATEGY

• Strategy will evolve through the whole process

• Why are you creating the content you are creating?

• Who is your audience?

• Who are you? – Determine your “voice”

• What types of content will you create?

• How will you develop your content?

• When will you develop your content?

• What does success look like?

• What is different a year from now?

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SOME FACTS

Source: GroupM

of all consumers use search

prior to making a purchase

of searchers conduct non-

branded queries

of buyers click on organic

links vs the sponsored ads

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WHAT ARE WE SEARCHING FOR?

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You are becoming a better searcher

• The general trend is that people who are searching for 2 or 3 word

phrases is decreasing, while people who are searching for 4, 5, or

even 8 word phrases is increasing.

– 4-word searches = 14.89% (previously was 12.83%)

– 5-word searches = 8.68% (previously was 5.64%)

– 6-word searches = 4.65% (previously was 2.32%)

– 7-word searches = 2.49% (previously was 0.98%)

– 8-word searches = 3.43% (no one did 8-word searches in 2004!)

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Long Tail is the Key!

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LIST ALL CONTENT IDEAS IN A SPREADSHEET

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PUT TOGETHER AN EDITORIAL CALENDAR

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Lists – People Still Love Them

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Interviews – Help Make You the Expert

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VIDEOS! – They Are Not That Hard

User Generated

Fun Interviews

Behind the scenes

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INFOGRAPHICS ARE HOT RIGHT NOW

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FREE GUIDES TO BUILD YOUR LIST

- Lead generator

- Link attractor

- Long life span

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ALL DIFFERENT – BUT CORE ELEMENTS

Web pages, News, Local, Images & Videos

1. Links pointing to your content

2. Titles & title tags (viewed in results)

3. Description meta tag (viewed in results)

4. Image alt text tags

5. H1 Tag (headline tag – only one!)

6. Page load times

7. Freshness of content

8. AuthorRank

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PROMOTE YOUR CONTENT

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SHARING NEW CONTENT CAN BE VERY SIMPLE

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Measure!

• 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

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In summary…

Buyers need information that helps

them make an informed decision.

Businesses that provide that

content will win.

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How about a recap?

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THANK YOU VERY MUCH!

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

More Traffic. More Leads. More Business.

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Introducing…

Blogging Strategies

Visual Content for Instagram, Pinterest

Data Driven Content Marketing

Building Content Marketing Team

Videos for Content Marketing

Content Marketing for Mobile

Content Marketing ROI

21 Live Online Sessions covering…

Content Marketing Strategy

Content Marketing For Social Media

Persona Based Content Marketing

Content Marketing For SEO

Content Marketing for B2B Leads

Content Strategies for Social Web

Content Promotion and Distribution

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Top Content Marketing Experts….

Brian Clark

CopyBlogger

Marcus Sheridan Tim Ash Arnie Kuenn Heidi Cohen Mike Corak

Brian Carter

Michael Weiss” Ardath Albee

Jonah Berger Matt Siltala Kaila Strong

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Interactive Environment

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150+ Training videos on Facebook,

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Our Students Love to Strike a Pose!

Got my certificate of achievement for social media certification

project today! Yay! Frankly, it rivals my college diploma for looks.

Thanks, Instant E-Training!

- Sheri Holm

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