Arnie Kuenn discusses Forgetting Keywords during the State of Search 2015 in Dallas, TX on November 16, 2015

1. @ArnieK
#StateOfSearch
Arnie Kuenn, CEO, Vertical Measures
Forget Keywords - Here’s How To Produce
Content to Grow Your Business

2. @ArnieK
#StateOfSearch
@ArnieK@ArnieK
#StateofSearch
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
● Columnist for Marketing Land, Chief
Content Officer & LinkedIn
● Co-authored: Content Marketing Works

3. @ArnieK
#StateOfSearch
@ArnieK@ArnieK
#StateofSearch
● 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?

4. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
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

5. @ArnieK
#StateOfSearch
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.

6. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
Types of Content that Really Work
1. Cost
2. Problems
3. VS.
4. Reviews
5. Best
Marcus Sheridan

7. @ArnieK
#StateOfSearch

8. @ArnieK
#StateOfSearch

9. @ArnieK
#StateOfSearch

10. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
More than
$2,500,000.00
From one single blog post

11. @ArnieK
#StateOfSearch
Source: OperationsManager.com

12. @ArnieK
#StateOfSearch

13. @ArnieK
#StateOfSearch
@ArnieK@ArnieK
#StateofSearch
VS. or Comparisons
Source: flauntresponsive.com

14. @ArnieK
#StateOfSearch

15. @ArnieK
#StateOfSearch

16. @ArnieK
#StateOfSearch
“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

17. @ArnieK
#StateOfSearch
@ArnieK@ArnieK
#StateofSearch
‘The Best’ or ‘Reviews of’
Source: NewFranchiseMall.com

18. @ArnieK
#StateOfSearch

19. @ArnieK
#StateOfSearch

20. @ArnieK
#StateOfSearch

21. @ArnieK
#StateOfSearch

22. @ArnieK
#StateOfSearch

23. @ArnieK
#StateOfSearch

24. @ArnieK
#StateOfSearch

25. @ArnieK
#StateOfSearch

26. @ArnieK
#StateOfSearch

27. @ArnieK
#StateOfSearch

28. @ArnieK
#StateOfSearch

29. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
Ask Your Staff!

30. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
Know Your Keywords

31. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
Google Suggest – B2C

32. @ArnieK
#StateOfSearch

33. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
Google Suggest – B2B

34. @ArnieK
#StateOfSearch

35. @ArnieK
#StateOfSearch

36. @ArnieK
#StateOfSearch
KeywordTool.io

37. @ArnieK
#StateOfSearch
@ArnieK
#StateofSearch
YouTube for Ideas

38. @ArnieK
#StateOfSearch

39. @ArnieK
#StateOfSearch

40. @ArnieK
#StateOfSearch
Boring Industry?
Not Sexy!

41. @ArnieK
#StateOfSearch
@ArnieK@ArnieK
#StateofSearch
● 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

42. @ArnieK
#StateOfSearch
Tweet: @ArnieK’s Content Marketing
book is FREE at
http://vert.ms/cmworks
#StateOfSearch
Thank You!
vert.ms/cmworks
@ArnieK
#DSP15