Searchfest - forget keywords and grow your business

@ArnieK

#SearchFest

Arnie Kuenn, CEO, Vertical Measures

Forget Keywords - Here’s How To Produce

Content to Grow Your Business

@ArnieK

#SearchFest@ArnieK@ArnieK

#SearchFest

About Your Presenter...

● Vertical Measures is a 50 person PPC, SEO &

content marketing agency in Phoenix, AZ

● Taught more than 3,000 people in our workshops

● Co-authored: Content Marketing Works

● Sample of our 40+ clients:

@ArnieK


#SearchFest

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

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

What is Content Marketing?

@ArnieK

#SearchFest

@ArnieK

#SearchFest

93% of all consumers

use search prior to

making a purchase

93%

86% of searchers

conduct non-branded

queries

86%

90%+ of buyers click on

organic links vs. the

sponsored ads

90%86%

How Important is Search?

Source: GroupM

@ArnieK

#SearchFest

Buyers are searching for

information that helps them

make an informed decision.

Businesses that provide

that information - will win.

@ArnieK

#SearchFest

@ArnieK

#SearchFestTypes of Content that Really Work

1. Cost

2. Problems

3. VS.

4. Reviews

5. Best

Marcus Sheridan

@ArnieK

#SearchFest

@ArnieK

#SearchFest

@ArnieK

#SearchFest@ArnieK

#SearchFest

More than

$2,500,000.00

From one single blog post

@ArnieK

#SearchFest

Source: OperationsManager.com

@ArnieK

#SearchFest

@ArnieK


#SearchFestVS. or Comparisons

Source: flauntresponsive.com

@ArnieK

#SearchFest

@ArnieK

#SearchFest

@ArnieK

#SearchFest

“Since starting this just over 18 month ago,

we can account for at least $4 Million in

additional revenue because of our content

marketing efforts…”-Ron Novak, VP of Segue Technologies

@ArnieK


#SearchFest‘The Best’ or ‘Reviews of’

Source: NewFranchiseMall.com

@ArnieK

#SearchFest

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#SearchFest

Blogs

eBooks

Curation

Podcasts

Interviews

White Papers

Webcasts/Webinars

Community Forums

Online Quizzes

eNewsletters

Case Studies

Infographics

Contests

Videos

Create Useful Content

@ArnieK

#SearchFest

@ArnieK

#SearchFestAsk Your Staff!

@ArnieK

#SearchFest

@ArnieK

#SearchFestGoogle Suggest – B2C

@ArnieK

#SearchFest

@ArnieK

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@ArnieK

#SearchFestGoogle Suggest – B2B

@ArnieK

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#SearchFestYouTube for Ideas

@ArnieK

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#SearchFest@ArnieK

#SearchFestVertical Measures’

Hub & Spoke Model

@ArnieK

#SearchFest

Boring Industry?

Not Sexy!

@ArnieK


#SearchFest

● Don’t ask “What can you write

about?” Ask “What questions do

you get asked every day”

● Do not gamble your success

on creating cute, clever, fun

content. Produce content people

are ACTUALLY searching for!

Every Moment is a Content Opportunity

@ArnieK


#SearchFest

Our Training and Resources

• HowToConvinceYourBoss.com

• On-Site Workshops

• Content Coaching

@ArnieK

#SearchFest

Tweet: @ArnieK’s Content Marketing

book is FREE at

http://vert.ms/cmworks

#SearchFest

Thank You!

vert.ms/cmworks

@ArnieK

#DSP15