@ArnieK #VMWebinar
8 Steps to Creating Content Your Market Will Find & Love
Arnie Kuenn, CEO, Vertical Measures#VMWebinar
@ArnieK #VMWebinarAbout Your Presenter…
• CEO of Vertical Measures – A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Write for Marketing Land and Chief Content Officer
• Been an Internet marketer longer than Google has existed.
@ArnieK #VMWebinarWhat is Content Marketing?
• Content marketing is the art of providing relevant, valuable content to your customers without selling or interrupting them.
• Instead of pitching your products or services, you are delivering information that makes your prospects more informed before they buy.
• If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty.
@ArnieK #VMWebinar
Achieving Content Success is a Continuous, Planned Out Process
@ArnieK #VMWebinar
This is not a 30 day R.O.I.
BUT THE LONG-TERM PAYOFFS CAN BE HUGE
@ArnieK #VMWebinar
@ArnieK #VMWebinarThink Like a Publisher!
@ArnieK #VMWebinarDevelop Your Strategy
Strategy will evolve through the whole process• Why are you creating the content you are creating? • Who is your audience?• What types of content will you create?• Who will create your content?• When will you develop your content?• What does success look like?
@ArnieK #VMWebinar
@ArnieK #VMWebinarWhat are we searching for?
@ArnieK #VMWebinarStart your research here!
@ArnieK #VMWebinarGoogle Research Tools
Google Keyword Suggest
Relate Searches
@ArnieK #VMWebinarMore Research Tools
YouTube Related Searches
@ArnieK #VMWebinar
More than 410 questions about “visit the grand canyon” (exact match).
More than 3,400 using broad match!
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinarList All Content Ideas in a Spreadsheet
@ArnieK #VMWebinarLonger Search String = More Clicks
Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
@ArnieK #VMWebinarPut Together an Editorial Calendar
VerticalMeasures.com/calendar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinarAddress Pricing / Cost
@ArnieK #VMWebinarComparisons
Showcase your product or service then compare and contrast to others.
@ArnieK #VMWebinarLists – People Still Love Them
@ArnieK #VMWebinarResource pages
38 links to this page
111 links to this page
@ArnieK #VMWebinarFree Guides & White Papers
- Lead generator- Link attractor- Long life span
@ArnieK #VMWebinar
Buyers need information that helps them make an informed decision.
Businesses that provide the content those people are searching for - will win.
@ArnieK #VMWebinarBenefits of a Blog
• Gives you a vehicle to post new content
• Allows for internal linking• Keeps the search engines coming
back – have 434% more indexed pages*
• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter
followers*
Source: *Hubspot
@ArnieK #VMWebinar
@ArnieK #VMWebinarOver 9 Out of 10
@ArnieK #VMWebinarSearch Optimization Elements
@ArnieK #VMWebinarSearch Results – Web Page Connection
Webpage File NameWebpage Title Tag
Meta Description
@ArnieK #VMWebinar
@ArnieK #VMWebinarSharing New Content Can Be Very Simple
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinarDistribute or Repurpose Your Content
Source: CMI & MarketingProfs
@ArnieK #VMWebinarPresentation Distribution (PPT)
@ArnieK #VMWebinar
@ArnieK #VMWebinarBuild Links to Your Content
• Identify low hanging fruit– Internal links– Fix 404 and 302 errors– Guest blog posts or articles– Blog & forum participation– Where you have relationships– Local partners & listings
• The best links:– Are from trusted sites– Have varied anchor text– Are from many different, relevant websites– Determined editorially
@ArnieK #VMWebinar
@ArnieK #VMWebinarMeasure!
• 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
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
The best time to start a content marketing
program is 5 years ago.
The second best time is NOW!
@ArnieK #VMWebinar
THANK YOU VERY MUCH!
Shameless Plugs: 1) We offer the best ½ and full day content marketing
workshops in the industry and can bring them to you.2) I speak 30-40 times a year, if you think you would like to
have me at your company or association, let me know.3) Let us know if we can develop a comprehensive content
marketing strategy for you.
@ArnieK #VMWebinar
www.verticalmeasures.com
QUESTIONS?
Contact: 888-476-1881 www.VerticalMeasures.com
@ArnieK #VMWebinar
www.verticalmeasures.com
NEXT WEBINAR…
Stop Wasting Money: The Most Important PPC Reports You're Not UsingPresenter: Zach Etten, Manager of PPC Advertising, Vertical Measures
Learn about:• A 5 minute analysis that can save you $1,000’s!• The importance of a reporting calendar• Complete Adwords report overview
Check out our website at www.verticalmeasures.com/webinars for registration information.
13Mar
11am PST2pm EST
