How to Develop 100s of Content Ideas ASW15

Arnie Kuenn, CEO, Vertical Measures

@ArnieK #ASW15

How to Develop 100’s of

Useful Content Ideas in

48 Hours

@ArnieK #ASW15

ABOUT YOUR PRESENTER

• Vertical Measures is a 50 person search,

social & content marketing agency in

Phoenix, AZ

• Instructor for the Content Marketing Institute

& Online Marketing Institute

• Columnist for Marketing Land, Chief

Content Officer & LinkedIn

• Wrote the brand new book Content

Marketing Works

@ArnieK #ASW15

VERTICAL MEASURES

about VM stuff goes here

@ArnieK #ASW15

ACHIEVING SUCCESS IS A CONTINUOUS PROCESS

@ArnieK #ASW15

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 vs. the sponsored ads

Buyers are searching for

information that helps them make

an informed decision.

Businesses that provide that useful

information - will win.

@ArnieK #ASW15

Because most of our clients are not the NYY, we strongly suggest

playing MONEYBALL

1 in 4 at bats = hit (a success)

1 in 36 at bats = home run (a big success)

1 in 1,691 at bats = grand slam (viral success)

THE ODDS OF HITTING A GRAND SLAM

@ArnieK #ASW15

(

In order to play content MONEYBALL, you need to come up with

hundreds of ideas so you can create fresh, useful content on a

frequent basis.

Here’s how we do it…

@ArnieK #ASW15

KNOW YOUR KEYWORDS

@ArnieK #ASW15

ASK YOUR

STAFF!

@ArnieK #ASW15

• What made you trust us? (About Us)

• What information do you wish we had

provided upon first contact?

• What information do you wish we had

explained upon completion of services?

• What information were you looking for

when you began searching for a

company like ours?

• What do you wish we would do better?

Ask Your Customers…

Flow motion cafe

@ArnieK #ASW15

RESEARCH TOOLS

Google Keyword

Suggest

Related

Searches

@ArnieK #ASW15

KeywordTool.io

@ArnieK #ASW15

More than 410

questions about

More than 3,400

using broad match!

“visit the grand canyon”

(exact match)

@ArnieK #ASW15

@ArnieK #ASW15

Long tail

searches are like

hitting those

singles.

@ArnieK #ASW15

@ArnieK #ASW15

@ArnieK #ASW15

@ArnieK #ASW15

LIST ALL CONTENT IDEAS IN A SPREADSHEET

@ArnieK #ASW15

PUT TOGETHER AN EDITORIAL CALENDAR

@ArnieK #ASW15

@ArnieK #ASW15

@ArnieK #ASW15

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #ASW15

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #ASW15

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #ASW15

5 MONTHS

@ArnieK #ASW15

4.5 MONTHS

@ArnieK #ASW15

6.5 MONTHS

@ArnieK #ASW15

REMEMBER:

1 in 4 at bats = hit (

The key is to keep going to the plate, take your

swings, be happy with your singles, and do it

over and over again!

THE ODDS OF HITTING A

GRAND SLAM

@ArnieK #ASW15

@ArnieK #ASW15

@ArnieK #ASW15

@ArnieK #ASW15

@ArnieK #ASW15

Consider a Content Marketing Workshop

We offer the best

content marketing

workshops in the

industry and can

bring them to you.

@ArnieK #ASW15

vert.ms/cmworks

Tweet: @ArnieK’s NEW Content Marketing

book is FREE at http://vert.ms/cmworks

#ASW15