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Convergence of Search, Social, & Content Marketing - Arnie Kuenn, Vertical Measures
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Convergence of Search, Social, & Content Marketing - Arnie Kuenn, Vertical Measures


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  • 1. Convergence of Search, Social & Content Marketing
    Arnie Kuenn, president, vertical Measures - @arniek
  • 2.
  • 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
    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 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
    Customers, Staff, Friends, Events
    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
  • 15. Must Have a Corporate Blog
    • Gives you a vehicle to post new 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*
    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
  • 30. Thank You!Q & A
    LinkedIn Group