How to Win at Search, Social and Content Marketing

Twitter: @ArnieK #OMSummit

How to Win at Search, Socialand Content Marketing!

Arnie Kuenn

President, Vertical Measures

Twitter: @ArnieK #OMSummit

About Your Presenter…

• President of Vertical Measures – A Search, Social & Content Marketing Services Company

• Instructor for the Content Marketing Institute & Online Marketing Institute

• Been an Internet marketer longer than Google has existed.

Twitter: @ArnieK #OMSummit

Twitter: @ArnieK #OMSummit

“content marketing”

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What Content Marketing is NOT

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Content Marketing is a Continuous, Planned Out Process

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• Buyers need content that makes them smarter and more knowledgeable.

• Businesses that provide that content will win.

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You just need to understand how it all works, execute on a strategy and have FUN with it!

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Still Focus on Search? – YES!

• 93% of all buyers online or in stores use search prior to making a purchase

• 86% of searchers conduct non-branded queries.

• 94% of buyers click on organic links versus 6% on paid links for branded queries.Sources: GroupM, Did-it, Enquiro, and Eyetools.

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Think Like a Publisher!

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Develop Your Strategy – Questions to Answer

• 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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Twitter: @ArnieK #OMSummit

Start With Research

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List all Content Ideas in a Spreadsheet

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Put Together An Editorial Calendar

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Create Great Content

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Address Pricing / Cost

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Comparisons

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

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Free Guides To Build Your List

474 backlinks from 123 unique domains

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Interviews – Help Make You the Expert

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VIDEOS! – They Are Not That Hard

User Generated

FunInterviews

Behind the scenes

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Lists – People Still Love Them

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Curation or Aggregation

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All Different – But Core Items

• Content is found through social media and search engines – so optimize it!

• Web pages, News, Local, Images & Videos1. 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. URL structure (short & include KW’s)

Twitter: @ArnieK #OMSummit

Twitter: @ArnieK #OMSummit

Promote Your Content

• Understand who your customer is and where they are online.

• Conduct PR and blogger pitches

• Develop relationships & build partnerships

• People share your ideas, link to your content.

• Mentions & Shares are signals (especially G+)

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Pinterest!

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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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Advertising is just renting the space.

Content Marketing is owning it forever.

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Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon– Today only! #OMSummit

Kindle VersionOctober 23, 2012

Only

Twitter: @ArnieK #OMSummit

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

More Traffic. More Leads. More Business.

Thank You Very Much!