Presentation give to the ASPDOTNET St

1. Convergence of Search, Social & Content Marketing Arnie Kuenn, president, vertical Measures - @arniek

3. Twitter: @ArnieK #Content

4. “…create great linkable content…” “…great content WILL triumph.” Matt Cutts, head of the webspam team at Google. Twitter: @ArnieK # Content

5. Companies Are Getting It! Twitter: @ArnieK # Content

6. Twitter: @ArnieK # Content

7. 8 Steps in the Content Marketing Chain! Twitter: @ArnieK #Content

8. #1 Develop Your Strategy Why are you creating the content you are creating? Who is your audience and who are you? What will you measure? What does success look like? What is different a year from now? Where do you plan to publish your content? When & how will you develop your content? (Calendar!) Twitter: @ArnieK # Content

9. #2 Keyword & Market Research Keyword research should be the foundation Brainstorm for keyword phrases your customers use when searching Use your research to build targeted content Think long-tail! Try tools like: Google keyword suggest & instant search Google Adwords keyword tool Google Insights & Google Trends SEOMoz.org Keyword Difficulty tool Bing’s Commercial Intent Twitter: @ArnieK # Content

10. Online Market Research Check trending topics on Twitter, Yahoo and MSN Look at answer sites like Yahoo Answers or LinkedIn to figure out what people are asking about in your industry Check sites like Digg, StumbleUpon, Reddit and Mixx. What are your competitors doing that is working? Twitter: @ArnieK # Content

11. Identify Types of Content to be Created Your research determines what types of content your audience prefers and consumes. Twitter: @ArnieK # Content

12. Identify Where Content will be Placed Your Blog? RSS feeds? Social accounts? News Feeds? Sites for Videos, Images, Slides, PR, etc? Your web pages for Videos, Images, Slides, PR? Will you have content to download? Twitter: @ArnieK # Content

13. #3 Create Great Content Twitter: @ArnieK # Content

14. Brainstorm for Powerful Ideas Who? Customers, Staff, Friends, Events What? Highest Viral Potential Easiest to Share Drive User Generated Content (UGC)? Add real value to the reader: Unique, Informative, Entertaining, Relevant And remember, customers don’t care about YOU! Twitter: @ArnieK # Content

16. Allows for internal linking

17. Keeps the search engines coming back – have 434% more indexed pages*

18. Have 2X as many backlinks*

19. Your site gets 55% more traffic*

20. You have 79% more Twitter followers* *Hubspot Twitter: @ArnieK #Content

21. Twitter: @ArnieK # Content How Often?

22. #4 Must Optimize Your Content Content is found through social media and search engines – so optimize it! Web pages, News, Local, Images & Videos Links pointing to your content Titles & title tags (viewed in results) Description meta tag (viewed in results) Image alt text tags H1 Tag (headline tag – only one!) URL structure (short & include KW’s) Page load times Twitter: @ArnieK # Content

23. #5 Promote Your Content Understand who your customer is and where they are online. Conduct PR and blogger pitches Develop relationships & build partnerships People share your ideas, link to your content. Those references and citations will help with rankings Twitter: @ArnieK # Content

24. #6 Distribute or Repurpose Content RSS feeds Email Campaigns Article Syndication Web 2.0 Sites Social Media Sites Video, Photo, Presentation & Podcasts sites These links will help your rankings! Twitter: @ArnieK# Content

25. #7 Build Links to Your Content Indentify low hanging fruit Internal links Blog & forum participation Targeted Links via… Competitive research for similar content Use search operators to find opportunities When all else is equal, links win! Twitter: @ArnieK # Content

26. #8 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 Twitter: @ArnieK # Content

27. Results Like This… Twitter: @ArnieK#Content 19 out of top 25 landing pages

28. All 8 Steps Matter Available April, 2011 When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration. Twitter: @ArnieK #Content

29. Content Marketing Workshop April 7, 2011 in Phoenixinstructed by Arnie Kuenn, author of Accelerate! Content Development & Marketing to Grow Your Business Online. Kuenn will guide students through the 8 Critical Steps in the Content Marketing Chain: Each student will leave with: Free copy of Accelerate! Free Copies of 5 How-to-Guides: Facebook, Twitter, Keyword Research, Local Search, Blogging Workbook filled with exercises, resources and list of free tools! Limited Seats AvailableRegister atverticalmeasures.com/workshop

30. Thank You!Q & A Facebook LinkedIn Group @VerticalMeasure Contact:888-476-1881 www.VerticalMeasures.com