TMSA conference - How to Win at Search Social and Content Marketing

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Internet Search and Social Marketing represent two of the most powerful opportunities available for you to outperform your competitors and grow your business. While Social Media continues to grow wildly in both use and functionality, Search continues to grow more powerful every year; but how do they play together? Arnie shows his audience:· How to increase your odds of being found in search and social media· How search and social can be combined and leveraged to work better together than individually· The role of content in the equation· Why and how to consistently create content that your target market will enjoy

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TMSA conference - How to Win at Search Social and Content Marketing

  1. 1. @ArnieK #TMSAConf How to Win at Search, Social & Content Marketing Arnie Kuenn, CEO, Vertical Measures @ArnieK #TMSAConf
  2. 2. @ArnieK #TMSAConf AboutYourPresenter… • Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ • Instructor for the Content Marketing Institute & Online Marketing Institute • Columnist for Marketing Land, Chief Content Officer & LinkedIn • Been an Internet marketer longer than Google has existed.
  3. 3. @ArnieK #TMSAConf “Content Marketing” Google Trends
  4. 4. @ArnieK #TMSAConf WhatisContent Marketing? • Content marketing is the art of providing relevant, valuable content to your customers without selling or interrupting them. • Instead of pitching your products or services, you are delivering information that makes your prospects more informed before they buy. • If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty.
  5. 5. @ArnieK #TMSAConf This is not a 30 day R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
  6. 6. @ArnieK #TMSAConf
  7. 7. @ArnieK #TMSAConf
  8. 8. @ArnieK #TMSAConf Achieving Success Is A Continuous, Planned Out Process
  9. 9. @ArnieK #TMSAConf
  10. 10. @ArnieK #TMSAConf ThinkLikeaPublisher!
  11. 11. @ArnieK #TMSAConf DevelopYourStrategy Strategy will evolve through the whole process • Why are you creating the content you are creating? • Who is your audience? • What types of content will you create? • Who will create your content? • When will you develop your content? • What does success look like?
  12. 12. @ArnieK #TMSAConf
  13. 13. @ArnieK #TMSAConf Whatarewesearching for?
  14. 14. @ArnieK #TMSAConf StartYourResearch Here!
  15. 15. @ArnieK #TMSAConf Google Research Tools
  16. 16. @ArnieK #TMSAConf
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  20. 20. @ArnieK #TMSAConf
  21. 21. @ArnieK #TMSAConf ListAllContent Ideas inaSpreadsheet
  22. 22. @ArnieK #TMSAConf LongerSearchString =MoreClicks Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
  23. 23. @ArnieK #TMSAConf PutTogetherAnEditorial Calendar VerticalMeasures.com/calendar
  24. 24. @ArnieK #TMSAConf
  25. 25. @ArnieK #TMSAConf
  26. 26. @ArnieK #TMSAConf AddressPricing /Cost
  27. 27. @ArnieK #TMSAConf Comparisons Showcase your product or service then compare and contrast to others.
  28. 28. @ArnieK #TMSAConf Lists –People Still LoveThem
  29. 29. @ArnieK #TMSAConf ResourcePages 38 links to this page 111 links to this page
  30. 30. @ArnieK #TMSAConf FreeGuides, CaseStudies&WhitePapers - Lead generator - Link attractor - Long life span
  31. 31. @ArnieK #TMSAConf ModSpace PDF Downloads • Temporary Buildings • Office Trailers • Designer Offices • Modular Complexes • Classrooms • 150-mph Wind-Load Office • Space Assessment Guide • 5 Steps to the Right Mobile Office
  32. 32. @ArnieK #TMSAConf ModSpace Case Studies by Industry and Application • Featured • Industry • Application • Permanent • Temporary
  33. 33. @ArnieK #TMSAConf ModSpace Blog • Regular & frequent posts • Infographics • Video
  34. 34. @ArnieK #TMSAConf Buyers need information that helps them make an informed decision. Businesses that provide that useful information - will win.
  35. 35. @ArnieK #TMSAConf Benefits ofaBlog • 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* Source: *Hubspot
  36. 36. @ArnieK #TMSAConf
  37. 37. @ArnieK #TMSAConf Optimize YourContent! More than 80% will click here!
  38. 38. @ArnieK #TMSAConf Most Common Problems We Find? • Unintentional duplicate content • Duplicate title & description tags • Thin content • Blocked pages or site • Over optimization of anchor text in backlinks and footer
  39. 39. @ArnieK #TMSAConf
  40. 40. @ArnieK #TMSAConf Advertising! Pay Per Click (PPC) and Native Advertising
  41. 41. @ArnieK #TMSAConf SharingNewContent CanBeVerySimple
  42. 42. @ArnieK #TMSAConf
  43. 43. @ArnieK #TMSAConf
  44. 44. @ArnieK #TMSAConf Distribute orRepurposeYourContent Source: CMI & MarketingProfs
  45. 45. @ArnieK #TMSAConf
  46. 46. @ArnieK #TMSAConf E-mail Campaigns Essential Elements – Visually appealing and branded – Incorporate into editorial calendar: plan frequency – Segmenting: targeted messaging – Plan out segmented drip or follow up campaigns – Stay brief: Read More, Get More Details – Great subject line! Distribution Services: – Exact Target – Constant Contact – Vertical Response – Mail Chimp
  47. 47. @ArnieK #TMSAConf 47% Of Emails Are Opened On A Mobile Device SOURCE: LITMUS - September 2013
  48. 48. @ArnieK #TMSAConf
  49. 49. @ArnieK #TMSAConf 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
  50. 50. @ArnieK #TMSAConf
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  53. 53. @ArnieK #TMSAConf All8StepsAreImportant!
  54. 54. @ArnieK #TMSAConf Courtesy of The Sales Lion
  55. 55. @ArnieK #TMSAConf
  56. 56. @ArnieK #TMSAConf
  57. 57. @ArnieK #TMSAConf
  58. 58. @ArnieK #TMSAConf TheResults… Yale’s traffic has grown from 40,000 visitors to 150,000 annually Leads have grown from 800 to 2,300 monthly! Revenue is up by 40% since starting their content marketing program. And according their president Steve Sheinkopf: “Profitability is up way more than that, because we eliminated marketing expense.”
  59. 59. @ArnieK #TMSAConf The best time to start a content marketing program is 5 years ago. The second best time is NOW!
  60. 60. @ArnieK #TMSAConf SHAMELESS PLUG We offer the best content marketing workshops in the industry and can bring them to you.
  61. 61. @ArnieK #TMSAConf More Traffic. More Leads. More Business. www.VerticalMeasures.com Raffle Time!

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