San Francisco| August 13– 17 The Convergence of Search, Social & Content Marketing Arnie Kuenn - @ArnieK President Vertical Measures
#SESSF The Convergence of Search Social and Content Marketing
May 13, 2015
Arnie Kuenn's presentation from SES San Francisco on 8/15/12.
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San Francisco| August 13–17
The Convergence of Search, Social & Content
MarketingArnie Kuenn - @ArnieKPresidentVertical Measures
San Francisco | August 13–17, 2012 | #sessf @ArnieK
About Your Presenter…
• President of Vertical Measures – A Search, Social & Content Marketing Services Company
• Instructor for the Content Marketing Institute & Online Marketing Institute
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Tell You How to get it for FREE on Amazon – in a bit.
San Francisco | August 13–17, 2012 | #sessf @ArnieK
“content marketing”
San Francisco | August 13–17, 2012 | #sessf @ArnieK
But is every SEO suddenly a
content marketing expert?
San Francisco | August 13–17, 2012 | #sessf @ArnieK
What Content Marketing is NOT
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Content Marketing is a Continuous, Thought Out Process
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Think Like a Publisher!
San Francisco | August 13–17, 2012 | #sessf @ArnieK
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”• Have you taken an inventory of your current content?• What types of content will you create?• How will you develop your content?• When will you develop your content?
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Develop Your Strategy (continued)
• How will you promote your content?• What will you measure? • What does success look like? • What will your new content accomplish?
–Customer Retention?–Lead Generation?–Thought Leadership?–Lower Customer Service Costs?–Open New Markets?
San Francisco | August 13–17, 2012 | #sessf @ArnieK
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Start With Research
San Francisco | August 13–17, 2012 | #sessf @ArnieK
List all Content Ideas in a Spreadsheet
Adjust strategy if necessary.
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Put Together An Editorial Calendar
San Francisco | August 13–17, 2012 | #sessf @ArnieK
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Address Pricing / Cost
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Comparisons
Showcase your product or service then compare and contrast to others.
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Free Guides or Whitepapers
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Interviews – Helps Make You the Expert
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Lists – People Still Love Them
San Francisco | August 13–17, 2012 | #sessf @ArnieK
VIDEOS – Not as Hard as You Think!
Webinar
s
Interview
s
Fun
San Francisco | August 13–17, 2012 | #sessf @ArnieK
• If someone is pricing it– you should be addressing pricing
• If someone is comparing it– you should be comparing it
• If someone is asking it– you should be answering it
• If someone is thinking it– you should be mentioning it
• If someone has concerns– you should be tackling those concerns head-on
The Bottom Line…
San Francisco | August 13–17, 2012 | #sessf @ArnieK
All 8 Steps Matter
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Want to be awesome at
content marketing?
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Simon Kelly
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Joe Pulizzi
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Ann Handley
San Francisco | August 13–17, 2012 | #sessf @ArnieK
The Original Content Marketer?He created “The Furrow” magazine – he was trying to educate
farmers on all the different technology changes that were going on at the turn of the century. He couldn’t do that through an ad, so he
created a magazine!
John Deere
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Content Marketing Requires A Whole Different Expertise
• Go to the conferences• Read the books
• Follow the blogs
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Remember!
Every brand has a story to tell, THOSE WHO TELL IT BEST WILL WIN.
San Francisco | August 13–17, 2012 | #sessf @ArnieK
Thank You!
PAID FOR BY THE COALITION FOR BETTER WEB CONTENT
APPROVED BY ARNIE KUENN
San Francisco | August 13–17, 2012 | #sessf @ArnieK
More Traffic. More Leads. More Business.
Contact: 888-476-1881www.VerticalMeasures.com
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