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@ArnieK #VMWebinar

8 Steps to Creating Content Your Market
Will Find & Love
Arnie Kuenn, CEO, Vertical Measures
#VMWebina...
About Your Presenter…

@ArnieK #VMWebinar

• CEO of Vertical Measures –
A Search, Social & Content Marketing
Agency
• Inst...
What is Content Marketing?

@ArnieK #VMWebinar

• Content marketing is the art of providing
relevant, valuable content to ...
@ArnieK #VMWebinar

Achieving Content Success is a Continuous,
Planned Out Process
@ArnieK #VMWebinar

This is not a 30 day R.O.I.

BUT THE LONG-TERM PAYOFFS CAN BE
HUGE
@ArnieK #VMWebinar
Think Like a Publisher!

@ArnieK #VMWebinar
Develop Your Strategy

@ArnieK #VMWebinar

Strategy will evolve through the whole process
• Why are you creating the conte...
@ArnieK #VMWebinar
What are we searching for?

@ArnieK #VMWebinar
Start your research here!

@ArnieK #VMWebinar
Google Research Tools
Google Keyword Suggest

Relate Searches

@ArnieK #VMWebinar
More Research Tools
YouTube Related Searches

@ArnieK #VMWebinar
@ArnieK #VMWebinar

More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad matc...
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
List All Content Ideas in a Spreadsheet

@ArnieK #VMWebinar
Longer Search String = More Clicks

@ArnieK #VMWebinar

Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/...
Put Together an Editorial Calendar

@ArnieK #VMWebinar

VerticalMeasures.com/calendar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
Address Pricing / Cost

@ArnieK #VMWebinar
Comparisons

@ArnieK #VMWebinar

Showcase your product or service then compare and contrast to others.
Lists – People Still Love Them

@ArnieK #VMWebinar
Resource pages

@ArnieK #VMWebinar

38 links to this page

111 links to this page
Free Guides & White Papers

@ArnieK #VMWebinar

- Lead generator
- Link attractor
- Long life span
@ArnieK #VMWebinar

Buyers need information that helps
them make an informed decision.
Businesses that provide the
content...
Benefits of a Blog
• Gives you a vehicle to post new
content
• Allows for internal linking
• Keeps the search engines comi...
@ArnieK #VMWebinar
Over 9 Out of 10

@ArnieK #VMWebinar
Search Optimization Elements

@ArnieK #VMWebinar
Search Results – Web Page Connection

@ArnieK #VMWebinar

Webpage Title Tag

Meta Description

Webpage File Name
@ArnieK #VMWebinar
Sharing New Content Can Be Very Simple

@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
Distribute or Repurpose Your Content

@ArnieK #VMWebinar

Source: CMI & MarketingProfs
Presentation Distribution (PPT)

@ArnieK #VMWebinar
@ArnieK #VMWebinar
Build Links to Your Content
• Identify low hanging fruit
– Internal links
– Fix 404 and 302 errors
– Guest blog posts or a...
@ArnieK #VMWebinar
Measure!
• Measure for
successes… and failures

• Check your rankings,
traffic, conversions and
other key metrics
• Focus ...
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinar
@ArnieK #VMWebinar

The best time to start a
content marketing program
is 5 years ago.
The second best time is
NOW!
@ArnieK #VMWebinar

THANK YOU VERY MUCH!
Shameless Plugs:
1) We offer the best ½ and full day content marketing
workshops ...
@ArnieK #VMWebinar

QUESTIONS?

Contact: 888-476-1881
www.VerticalMeasures.com

www.verticalmeasures.com
@ArnieK #VMWebinar

NEXT WEBINAR…
Stop Wasting Money:
The Most Important PPC Reports
You're Not Using

13
Mar

11am PST
2p...
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8 Steps to Creating Content Your Market Will Find & Love

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Published on

Watch this content marketing webinar. Creating compelling content is the future of online marketing. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media?

Leading businesses know that in addition to standard web pages describing products and services, one of the best marketing tools is engaging content. But how do you come up with ideas for that content—even if you think your business is boring? How will you consistently create content your market will love?

In this webinar, you will learn...

-How to generate ideas for relevant content that engages your audiences
-How to develop a content editorial calendar that you actually use
-Tips for creative an effective stream of content
-How to optimize various types of content for search and social
-The questions to answer as you put together your content strategy

Published in: Business

Transcript of "8 Steps to Creating Content Your Market Will Find & Love"

  1. 1. @ArnieK #VMWebinar 8 Steps to Creating Content Your Market Will Find & Love Arnie Kuenn, CEO, Vertical Measures #VMWebinar
  2. 2. About Your Presenter… @ArnieK #VMWebinar • CEO of Vertical Measures – A Search, Social & Content Marketing Agency • Instructor for the Content Marketing Institute & Online Marketing Institute • Write for Marketing Land and Chief Content Officer • Been an Internet marketer longer than Google has existed.
  3. 3. What is Content Marketing? @ArnieK #VMWebinar • 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.
  4. 4. @ArnieK #VMWebinar Achieving Content Success is a Continuous, Planned Out Process
  5. 5. @ArnieK #VMWebinar This is not a 30 day R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
  6. 6. @ArnieK #VMWebinar
  7. 7. Think Like a Publisher! @ArnieK #VMWebinar
  8. 8. Develop Your Strategy @ArnieK #VMWebinar 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?
  9. 9. @ArnieK #VMWebinar
  10. 10. What are we searching for? @ArnieK #VMWebinar
  11. 11. Start your research here! @ArnieK #VMWebinar
  12. 12. Google Research Tools Google Keyword Suggest Relate Searches @ArnieK #VMWebinar
  13. 13. More Research Tools YouTube Related Searches @ArnieK #VMWebinar
  14. 14. @ArnieK #VMWebinar More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match!
  15. 15. @ArnieK #VMWebinar
  16. 16. @ArnieK #VMWebinar
  17. 17. @ArnieK #VMWebinar
  18. 18. List All Content Ideas in a Spreadsheet @ArnieK #VMWebinar
  19. 19. Longer Search String = More Clicks @ArnieK #VMWebinar Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
  20. 20. Put Together an Editorial Calendar @ArnieK #VMWebinar VerticalMeasures.com/calendar
  21. 21. @ArnieK #VMWebinar
  22. 22. @ArnieK #VMWebinar
  23. 23. Address Pricing / Cost @ArnieK #VMWebinar
  24. 24. Comparisons @ArnieK #VMWebinar Showcase your product or service then compare and contrast to others.
  25. 25. Lists – People Still Love Them @ArnieK #VMWebinar
  26. 26. Resource pages @ArnieK #VMWebinar 38 links to this page 111 links to this page
  27. 27. Free Guides & White Papers @ArnieK #VMWebinar - Lead generator - Link attractor - Long life span
  28. 28. @ArnieK #VMWebinar Buyers need information that helps them make an informed decision. Businesses that provide the content those people are searching for - will win.
  29. 29. Benefits of a Blog • 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 @ArnieK #VMWebinar
  30. 30. @ArnieK #VMWebinar
  31. 31. Over 9 Out of 10 @ArnieK #VMWebinar
  32. 32. Search Optimization Elements @ArnieK #VMWebinar
  33. 33. Search Results – Web Page Connection @ArnieK #VMWebinar Webpage Title Tag Meta Description Webpage File Name
  34. 34. @ArnieK #VMWebinar
  35. 35. Sharing New Content Can Be Very Simple @ArnieK #VMWebinar
  36. 36. @ArnieK #VMWebinar
  37. 37. @ArnieK #VMWebinar
  38. 38. Distribute or Repurpose Your Content @ArnieK #VMWebinar Source: CMI & MarketingProfs
  39. 39. Presentation Distribution (PPT) @ArnieK #VMWebinar
  40. 40. @ArnieK #VMWebinar
  41. 41. Build Links to Your Content • Identify low hanging fruit – Internal links – Fix 404 and 302 errors – Guest blog posts or articles – Blog & forum participation – Where you have relationships – Local partners & listings • The best links: – Are from trusted sites – Have varied anchor text – Are from many different, relevant websites – Determined editorially @ArnieK #VMWebinar
  42. 42. @ArnieK #VMWebinar
  43. 43. 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 @ArnieK #VMWebinar
  44. 44. @ArnieK #VMWebinar
  45. 45. @ArnieK #VMWebinar
  46. 46. @ArnieK #VMWebinar
  47. 47. @ArnieK #VMWebinar The best time to start a content marketing program is 5 years ago. The second best time is NOW!
  48. 48. @ArnieK #VMWebinar THANK YOU VERY MUCH! Shameless Plugs: 1) We offer the best ½ and full day content marketing workshops in the industry and can bring them to you. 2) I speak 30-40 times a year, if you think you would like to have me at your company or association, let me know. 3) Let us know if we can develop a comprehensive content marketing strategy for you.
  49. 49. @ArnieK #VMWebinar QUESTIONS? Contact: 888-476-1881 www.VerticalMeasures.com www.verticalmeasures.com
  50. 50. @ArnieK #VMWebinar NEXT WEBINAR… Stop Wasting Money: The Most Important PPC Reports You're Not Using 13 Mar 11am PST 2pm EST Presenter: Zach Etten, Manager of PPC Advertising, Vertical Measures Learn about: • • • A 5 minute analysis that can save you $1,000’s! The importance of a reporting calendar Complete Adwords report overview Check out our website at www.verticalmeasures.com/webinars for registration information. www.verticalmeasures.com
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