How to Win at Search, Social
Arnie Kuenn
and Content Marketing!
President, Vertical Measures

“8 Steps to Discovering & Cr...
ABOUT YOUR PRESENTER…
• President of Vertical Measures – A Search,
Social & Content Marketing Agency
• Instructor for the ...
“content marketing”
CONTENT MARKETING IS CONTINUOUS,
PLANNED OUT PROCESS
YOU JUST NEED TO
UNDERSTAND HOW IT
ALL WORKS, EXECUTE
ON A STRATEGY AND
HAVE FUN WITH IT!
SOME FACTS

of all consumers use search
prior to making a purchase
of searchers conduct nonbranded queries
of buyers click...
THINK LIKE A PUBLISHER!
DEVELOP YOUR STRATEGY
•
•
•
•
•
•
•
•
•

Strategy will evolve through the whole process
Why are you creating the content y...
BUYERS NEED INFORMATION
THAT MAKES THEM MORE
KNOWLEDGEABLE ABOUT
THEIR OPTIONS.
BUSINESSES THAT PROVIDE THAT
CONTENT WILL ...
START WITH RESEARCH

http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
More than 112
questions about
“online nursing
programs” (exact
match).
More than 3,600
using broad match!
Long tail searches
are the key to
success!
LIST ALL CONTENT IDEAS IN A SPREADSHEET
PUT TOGETHER AN EDITORIAL CALENDAR
ADDRESS PRICING / COST
COMPARISONS

Showcase your product or service then compare and contrast to others.
INTERVIEWS HELP MAKE YOU THE EXPERT
VIDEOS! – THEY ARE NOT THAT HARD

Interviews

Behind the scenes

Fun

User Generated
LISTS – PEOPLE STILL LOVE THEM
CURATION OR AGGREGATION
INFOGRAPHICS ARE HOT RIGHT NOW
FREE GUIDES TO BUILD YOUR LIST

- Lead generator
- Link attractor
- Long life span

474 backlinks from 123 unique domains
ALL DIFFERENT – BUT CORE ELEMENTS

•

Web pages, News, Local, Images
& Videos
1.
2.
3.
4.
5.
6.
7.
8.

Links pointing to y...
PROMOTE YOUR CONTENT
DISTRIBUTE OR REPURPOSE YOUR CONTENT

Source: CMI & MarketingProfs
BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit
– Internal links
– Guest blog posts or articles
– Blog & forum pa...
MEASURE!
• Measure for
successes… and
failures
• Check your rankings,
traffic, conversions
and other key metrics
• Focus o...
ADVERTISING IS JUST RENTING THE SPACE.
CONTENT MARKETING IS OWNING IT FOREVER.
THANK YOU VERY MUCH!

More Traffic. More Leads. More Business.
Contact: 888-476-1881
www.VerticalMeasures.com
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
8 Steps to Discovering and Creating Content Your Audience Will Love
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8 Steps to Discovering and Creating Content Your Audience Will Love

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8 Steps to Discovering and Creating Content Your Audience Will Love

  1. 1. How to Win at Search, Social Arnie Kuenn and Content Marketing! President, Vertical Measures “8 Steps to Discovering & Creating Content Your Market Will Love”
  2. 2. ABOUT YOUR PRESENTER… • President of Vertical Measures – A Search, Social & Content Marketing Agency • Instructor for the Content Marketing Institute & Online Marketing Institute • Been an Internet marketer longer than Google has existed.
  3. 3. “content marketing”
  4. 4. CONTENT MARKETING IS CONTINUOUS, PLANNED OUT PROCESS
  5. 5. YOU JUST NEED TO UNDERSTAND HOW IT ALL WORKS, EXECUTE ON A STRATEGY AND HAVE FUN WITH IT!
  6. 6. SOME FACTS of all consumers use search prior to making a purchase of searchers conduct nonbranded queries of buyers click on organic links versus the sponsored ads Source: GroupM
  7. 7. THINK LIKE A PUBLISHER!
  8. 8. DEVELOP YOUR STRATEGY • • • • • • • • • 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” What types of content will you create? How will you develop your content? When will you develop your content? What does success look like? What is different a year from now?
  9. 9. BUYERS NEED INFORMATION THAT MAKES THEM MORE KNOWLEDGEABLE ABOUT THEIR OPTIONS. BUSINESSES THAT PROVIDE THAT CONTENT WILL WIN.
  10. 10. START WITH RESEARCH http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
  11. 11. More than 112 questions about “online nursing programs” (exact match). More than 3,600 using broad match!
  12. 12. Long tail searches are the key to success!
  13. 13. LIST ALL CONTENT IDEAS IN A SPREADSHEET
  14. 14. PUT TOGETHER AN EDITORIAL CALENDAR
  15. 15. ADDRESS PRICING / COST
  16. 16. COMPARISONS Showcase your product or service then compare and contrast to others.
  17. 17. INTERVIEWS HELP MAKE YOU THE EXPERT
  18. 18. VIDEOS! – THEY ARE NOT THAT HARD Interviews Behind the scenes Fun User Generated
  19. 19. LISTS – PEOPLE STILL LOVE THEM
  20. 20. CURATION OR AGGREGATION
  21. 21. INFOGRAPHICS ARE HOT RIGHT NOW
  22. 22. FREE GUIDES TO BUILD YOUR LIST - Lead generator - Link attractor - Long life span 474 backlinks from 123 unique domains
  23. 23. ALL DIFFERENT – BUT CORE ELEMENTS • Web pages, News, Local, Images & Videos 1. 2. 3. 4. 5. 6. 7. 8. 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!) Page load times Freshness of content AuthorRank
  24. 24. PROMOTE YOUR CONTENT
  25. 25. DISTRIBUTE OR REPURPOSE YOUR CONTENT Source: CMI & MarketingProfs
  26. 26. BUILD LINKS TO YOUR CONTENT • Identify low hanging fruit – Internal links – Guest blog posts or articles – Blog & forum participation – Where you have relationships – Local partners & listings – Competitive research for similar content • The best links: – Are from trusted sites – Have varied anchor text – Are from many different, relevant websites – Determined editorially
  27. 27. 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
  28. 28. ADVERTISING IS JUST RENTING THE SPACE. CONTENT MARKETING IS OWNING IT FOREVER.
  29. 29. THANK YOU VERY MUCH! More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com
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