How to Win at Search, Social and Content Marketing! Arnie Kuenn President, Vertical Measures “8 Steps to Discovering & Creating Content Your Market Will Love”
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How to Win at Search, Socialand Content Marketing!Arnie Kuenn
President, Vertical Measures
“8 Steps to Discovering & Creating Content Your Market Will Love”
ABOUT YOUR PRESENTER…
• President of Vertical Measures – A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Been an Internet marketer longer than Google has existed.
“content marketing”
CONTENT MARKETING IS CONTINUOUS, PLANNED OUT PROCESS
YOU JUST NEED TO UNDERSTAND HOW IT ALL WORKS, EXECUTE ON A STRATEGY AND HAVE FUN WITH IT!
SOME FACTS
of all consumers use search prior to making a purchase
Source: GroupM
93%
86%
90+%
of searchers conduct non-branded queries
of buyers click on organic links versus the sponsored ads
THINK LIKE A PUBLISHER!
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?
BUYERS NEED INFORMATION
THAT MAKES THEM MORE
KNOWLEDGEABLE ABOUT
THEIR OPTIONS.
BUSINESSES THAT PROVIDE THAT CONTENT WILL WIN.
START WITH RESEARCH
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
More than 112 questions about “online nursing programs” (exact match).
More than 3,600 using broad match!
Long tail searches are the key to success!
LIST ALL CONTENT IDEAS IN A SPREADSHEET
PUT TOGETHER AN EDITORIAL CALENDAR
ADDRESS PRICING / COST
COMPARISONS
Showcase your product or service then compare and contrast to others.
INTERVIEWS HELP MAKE YOU THE EXPERT
VIDEOS! – THEY ARE NOT THAT HARD
User Generated
FunInterviews
Behind the scenes
LISTS – PEOPLE STILL LOVE THEM
CURATION OR AGGREGATION
INFOGRAPHICS ARE HOT RIGHT NOW
FREE GUIDES TO BUILD YOUR LIST
474 backlinks from 123 unique domains
- Lead generator- Link attractor- Long life span
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
PROMOTE YOUR CONTENT
DISTRIBUTE OR REPURPOSE YOUR CONTENT
Source: CMI & MarketingProfs
BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit– Internal links– Guest blog posts or articles– Blog & forum participation– Where you have relationships– Local partners & listings– Competitive research for similar content
• The best links:– Are from trusted sites– Have varied anchor text– Are from many different, relevant websites– Determined editorially
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
ADVERTISING IS JUST RENTING THE SPACE.
CONTENT MARKETING IS OWNING IT FOREVER.
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUCH!
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