Intersection of Content Marketing & Search<br />Arnie Kuenn, president, vertical Measures - @arniek<br />
Twitter: @ArnieK  #Content<br />
Twitter: @ArnieK  #Content<br />
“…create great linkable content…”<br />“…great content WILL triumph.”<br />Matt Cutts, head of the webspam team at Google....
Companies Are Getting It!<br />Twitter: @ArnieK  # Content<br />
Twitter: @ArnieK  # Content<br />
8 Critical Steps for Content Marketing & Search<br />Develop a Strategy<br />Perform Keyword & Market Research<br />Create...
#1 Develop a Strategy<br />Why are you creating the content you are creating? <br />Who is your audience and who are you?<...
#2 Keyword and Market Research<br />Keyword research should be the foundation<br />Brainstorm for keyword phrases your cus...
Online Market Research<br />Check trending topics on Twitter, Yahoo and MSN<br />Look at answer sites like Yahoo Answers o...
Identify Types of Content to be Created<br />Your research determines what types of content your audience prefers and cons...
Identify Where Content will be Placed<br />Your Blog?<br />RSS feeds?<br />Social accounts?<br />News Feeds?<br />Sites fo...
#3 Create Great Content<br />Twitter: @ArnieK  # Content<br />
Brainstorm for Powerful Ideas<br />Who?<br />Customers, Staff, Friends, Events<br />What?<br />Highest Viral Potential<br ...
Must Have a Corporate Blog<br /><ul><li>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*</li></ul>		*Hubspot<br />Twitter: @ArnieK  #Content<br />
Twitter: @ArnieK  # Content<br />How Often?<br />
#4 Must Optimize Your Content<br />Content is found through social media and search engines – so optimize it!<br />Web pag...
#5 Promote Your Content<br />Understand who your customer is and where they are online.<br />Conduct PR and blogger pitche...
#6 Distribute Your Content<br />RSS feeds<br />Email Campaigns<br />Article Syndication<br />Web 2.0 Sites<br />Social Med...
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Content Marketing Strategies Conference: Arnie Kuenn_intersection of content marketing and search

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011

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Content Marketing Strategies Conference: Arnie Kuenn_intersection of content marketing and search

  1. 1. Intersection of Content Marketing & Search<br />Arnie Kuenn, president, vertical Measures - @arniek<br />
  2. 2. Twitter: @ArnieK #Content<br />
  3. 3. Twitter: @ArnieK #Content<br />
  4. 4. “…create great linkable content…”<br />“…great content WILL triumph.”<br />Matt Cutts, head of the webspam team at Google.<br />Twitter: @ArnieK # Content<br />
  5. 5. Companies Are Getting It!<br />Twitter: @ArnieK # Content<br />
  6. 6. Twitter: @ArnieK # Content<br />
  7. 7. 8 Critical Steps for Content Marketing & Search<br />Develop a Strategy<br />Perform Keyword & Market Research<br />Create Great Content<br />Optimize Your Content<br />Promote Your Content <br />Distribute Your Content<br />Build Links to Your Content<br />Measure – Rinse & Repeat<br />Twitter: @ArnieK # Content<br />
  8. 8. #1 Develop a Strategy<br />Why are you creating the content you are creating? <br />Who is your audience and who are you?<br />What will you measure? What does success look like? What is different a year from now?<br />Where do you plan to publish your content?<br />When & how will you develop your content? (Calendar!)<br />Twitter: @ArnieK # Content<br />
  9. 9. #2 Keyword and Market Research<br />Keyword research should be the foundation<br />Brainstorm for keyword phrases your customers use when searching<br />Use your research to build targeted content <br />Think long-tail!<br />Try tools like:<br />Google keyword suggest & instant search<br />Google Adwords keyword tool<br />Google Insights & Google Trends<br />SEOMoz.org Keyword Difficulty tool<br />Bing’s Commercial Intent<br />Twitter: @ArnieK # Content<br />
  10. 10. Online Market Research<br />Check trending topics on Twitter, Yahoo and MSN<br />Look at answer sites like Yahoo Answers or LinkedIn to figure out what people are asking about in your industry<br />Check sites like Digg, StumbleUpon, Reddit and Mixx. <br />What are your competitors doing that is working?<br />Twitter: @ArnieK # Content<br />
  11. 11. Identify Types of Content to be Created<br />Your research determines what types of content your audience prefers and consumes.<br />Twitter: @ArnieK # Content<br />
  12. 12. Identify Where Content will be Placed<br />Your Blog?<br />RSS feeds?<br />Social accounts?<br />News Feeds?<br />Sites for Videos, Images, Slides, PR, etc?<br />Your web pages for Videos, Images, Slides, PR?<br />Will you have content to download?<br />Twitter: @ArnieK # Content<br />
  13. 13. #3 Create Great Content<br />Twitter: @ArnieK # Content<br />
  14. 14. Brainstorm for Powerful Ideas<br />Who?<br />Customers, Staff, Friends, Events<br />What?<br />Highest Viral Potential<br />Easiest to Share<br />Drive User Generated Content (UGC)?<br />Add real value to the reader: Unique, Informative, Entertaining, Relevant<br />And remember, customers don’t care about YOU!<br />Twitter: @ArnieK # Content<br />
  15. 15. Must Have a Corporate Blog<br /><ul><li>Gives you a vehicle to post new content
  16. 16. Allows for internal linking
  17. 17. Keeps the search engines coming back – have 434% more indexed pages*
  18. 18. Have 2X as many backlinks*
  19. 19. Your site gets 55% more traffic*
  20. 20. You have 79% more Twitter followers*</li></ul> *Hubspot<br />Twitter: @ArnieK #Content<br />
  21. 21. Twitter: @ArnieK # Content<br />How Often?<br />
  22. 22. #4 Must Optimize Your Content<br />Content is found through social media and search engines – so optimize it!<br />Web pages, News, Local, Images & Videos<br />Titles & title tags (viewed in results)<br />Description meta tag (viewed in results)<br />Image tags <br />URL structure<br />Page load times<br />Twitter: @ArnieK # Content<br />
  23. 23. #5 Promote Your Content<br />Understand who your customer is and where they are online.<br />Conduct PR and blogger pitches<br />Develop relationships & build partnerships<br />People share your ideas, link to your content.<br />Those references and citations will help with rankings<br />Twitter: @ArnieK # Content<br />
  24. 24. #6 Distribute Your Content<br />RSS feeds<br />Email Campaigns<br />Article Syndication<br />Web 2.0 Sites<br />Social Media Sites<br />Video, Photo, Presentation & Podcasts sites<br />These links will help your rankings!<br />Twitter: @ArnieK# Content<br />
  25. 25. #7 Build Links to Your Content<br />Indentify low hanging fruit<br />Internal links<br />Blog & forum participation<br />Targeted Links via…<br />Competitive research for similar content<br />Use search operators to find opportunities<br />When all else is equal, links win!<br />Twitter: @ArnieK # Content<br />
  26. 26. #8 Measure!<br />Measure for successes… and failures<br />Check your rankings, traffic, conversions and other key metrics<br />Focus on the strategies that are providing the best ROI and keep rolling out the content<br />Twitter: @ArnieK # Content<br />
  27. 27. Results Like This…<br />Twitter: @ArnieK#Content<br />19 out of top 25 landing pages<br />
  28. 28. All 8 Steps Matter<br />Develop a Content Strategy<br />Perform Keyword & Market Research<br />Create Great Content<br />Optimize Your Content<br />Promote Your Content <br />Distribute Your Content<br />Build Links to Your Content<br />Measure – Rinse & Repeat<br />Available April, 2011<br />When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration.<br />Twitter: @ArnieK #Content<br />
  29. 29. Thank You!Q & A<br />Facebook<br />LinkedIn Group<br />@VerticalMeasure<br /> Contact:888-476-1881<br /> www.VerticalMeasures.com<br />
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