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AMAPhoenix Convergence of Search, Social and Content


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The Convergence of Search, Social & Content Marketing presentation was delivered by Arnie Kuenn, President of Vertical Measures on Thursday, May 12th, 2011. Attendees will learned about …

The Convergence of Search, Social & Content Marketing presentation was delivered by Arnie Kuenn, President of Vertical Measures on Thursday, May 12th, 2011. Attendees will learned about
the impact of the Google Panda update,
how to put a content marketing strategy together, u how to come up with great ideas for content, and optimize various types of content as well as tips for
promotion your content online.

Published in: Career, Technology, Design
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  • 1. Convergence of Search, Social & Content Marketing
    Arnie Kuenn, president, vertical Measures - @arniek
  • 2. About Your Presenter…
    President of Vertical Measures in Phoenix, AZ
    Founder and past President of the Arizona Interactive Marketing Association (AZIMA)
    Instructor for the Content Marketing Institute
    Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
    Twitter: @ArnieK #AMAPhoenix
  • 3. Google Panda Update
    Biggest Google Algorithm update in years!
    100% Algorithmic, No Manual Changes
    Clobbered Content Farms & Article Sites
    Even YOUR website could be affected if you have pages with weak content
    More Coming with Respect to Cleaning Up Spam on the Web (IMO)
    Twitter: @ArnieK #AMAPhoenix
  • 4. “Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.”
    Matt Cutts & AmitSinghal(WSJ – 2/28/11)
    Twitter: @ArnieK #AMAPhoenix
  • 5. Content is King! – Again 
    Make it Compelling & Engaging
    Create Various Types of Content
    Promote & Distribute Your Content
    Become the Authority in Your Market
    Twitter: @ArnieK #AMAPhoenix
  • 6. Twitter: @ArnieK #AMAPhoenix
  • 7. Twitter: @ArnieK #AMAPhoenix
  • 8. Companies Are Getting It!
    Twitter: @ArnieK #AMAPhoenix
  • 9. Twitter: @ArnieK #AMAPhoenix
  • 10. 8 Steps in the
    Content Marketing
    Twitter: @ArnieK #AMAPhoenix
  • 11. Twitter: @ArnieK #AMAPhoenix
  • 12. #1 Develop Your Strategy
    Why are you creating the content you are creating?
    Who is your audience and who are you?
    What will you measure? What does success look like? What is different a year from now?
    Where do you plan to publish your content?
    When & how will you develop your content? (Calendar!)
    Twitter: @ArnieK #AMAPhoenix
  • 13. Twitter: @ArnieK #AMAPhoenix
  • 14. #2 Keyword & Market Research
    Keyword research should be the foundation
    Brainstorm for keyword phrases your customers use when searching
    Use your research to build targeted content
    Think long-tail!
    Try tools like:
    Google keyword suggest & instant search
    Google Adwords keyword tool
    Google Insights & Google Trends Keyword Difficulty tool
    Bing’s Commercial Intent
    Twitter: @ArnieK #AMAPhoenix
  • 15. Online Market Research
    Check trending topics on Twitter, Yahoo and MSN
    Look at answer sites like Yahoo Answers, Quora or LinkedIn to figure out what people are asking about
    Check Google’s Discussions in search
    Check sites like Digg, StumbleUpon, Reddit and Mixx.
    What are your competitors doing that is working?
    Twitter: @ArnieK #AMAPhoenix
  • 16. Long Tail is the Key!
    Twitter: @ArnieK #AMAPhoenix
  • 17. Identify Types of Content to be Created
    Your research determines what types of content your audience prefers and consumes.
    Twitter: @ArnieK #AMAPhoenix
  • 18. Twitter: @ArnieK #AMAPhoenix
  • 19. #3 Create Great Content
    Twitter: @ArnieK #AMAPhoenix
  • 20. Brainstorm for Powerful Ideas
    Customers, Staff, Friends, Events
    Highest Viral Potential
    Easiest to Share
    Drive User Generated Content (UGC)?
    Add real value to the reader: Unique, Informative, Entertaining, Relevant
    And remember, customers don’t care about YOU!
    Twitter: @ArnieK #AMAPhoenix
  • 21. Benefits of an On-Site Blog
    • Gives you a vehicle to post new content
    • 22. Allows for internal linking
    • 23. Keeps the search engines coming back – have 434%more indexed pages*
    • 24. Have 2X as many backlinks*
    • 25. Your site gets 55% more traffic*
    • 26. You have 79% more Twitter followers*
    Twitter: @ArnieK #AMAPhoenix
  • 27. How Often Should We Post?
    Twitter: @ArnieK #AMAPhoenix
  • 28. Twitter: @ArnieK #AMAPhoenix
  • 29. #4 Must Optimize Your Content
    Content is found through social media and search engines – so optimize it!
    Web pages, News, Local, Images & Videos
    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!)
    URL structure (short & include KW’s)
    Page load times
    Twitter: @ArnieK #AMAPhoenix
  • 30. Optimization is Critical
    Twitter: @ArnieK #AMAPhoenix
  • 31. Twitter: @ArnieK #AMAPhoenix
  • 32. #5 Promote Your Content
    Understand who your customer is and where they are online.
    Conduct PR and blogger pitches
    Develop relationships & build partnerships
    People share your ideas, link to your content.
    Those references and citations will help with rankings
    Twitter: @ArnieK #AMAPhoenix
  • 33. Facebook – The Motor Lodge (Prescott, AZ)
    Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight from 5:30-6:30pm (the official Lighting Ceremony is Saturday).
    Time to get shopping so, for our Facebook buddies we will add 15% to any gift certificate that you purchase for holiday giving. Think of it, you provide a fun place to stay for your favorite people while appearing to be 15% more generous than you really are...It's a win, win!
    We thought you should know that waterboarding at The Motor Lodge has stopped! In case you never had the chance to experience the torture that was our showers, imagine standing in a phone booth while a 55 gallon drum of water was dumped on you from 8' up (a classic case of form over function...sorry). New and improved, ...adjustable and reachable showerheads make cleansing your beautiful body an absolute pleasure. Enjoy!
    Time to name the cat that adopted us 3 months ago! Whoever comes up with the winning name wins a free night in our swankiest room, #6. The cat is a neutered male, very friendly, green eyes and has a hole in his left ear. Voting ends Sunday at 5pm. (The post included a video of the cat.)
    Twitter: @ArnieK #AMAPhoenix
  • 34. Twitter – AJ Bombers
    Milwaukee restaurant formed a community by publishing specials & answering customer questions
    Have more than 12,000 followers
    Estimate 75 percent of customers are Twitter followers
    Treat everyone on Twitter as if they are regulars
    Allow customers to write their Twitter names on the walls of the restaurant
    Twitter: @ArnieK #AMAPhoenix
  • 35. Twitter: @ArnieK #AMAPhoenix
  • 36. Distribution is Critical
    Twitter: @ArnieK #AMAPhoenix
  • 37. #6 Distribute or Repurpose Content
    RSS feeds
    Email Campaigns
    Article Syndication
    Web 2.0 Sites
    Social Media Sites
    Video, Photo, Presentation & Podcasts sites
    These links will help your rankings!
    Twitter: @ArnieK #AMAPhoenix
  • 38. Twitter: @ArnieK #AMAPhoenix
  • 39. #7 Build Links to Your Content
    Identify low hanging fruit
    Internal links
    Blog & forum participation
    Targeted Links via…
    Competitive research for similar content
    Use search operators to find opportunities
    Ask your clients & suppliers for links!
    Offer t-shirts, gift cards, discounts, etc.
    Or even a good old fashion reciprocal link
    When all else is equal, links win!
    Twitter: @ArnieK #AMAPhoenix
  • 40. Twitter: @ArnieK #AMAPhoenix
  • 41. #8 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
    Twitter: @ArnieK #AMAPhoenix
  • 42. Results Like This…
    19 out of top 25 landing pages
    Twitter: @ArnieK #AMAPhoenix
  • 43. Tell Stories!
    What do your remember most?
    How to Conduct Keyword Research?
    The stories about the Motor Lodge, DLP TV & WillitBlend?
    Twitter: @ArnieK #AMAPhoenix
  • 44. The Power of Words
    And now a video from our sponsor.
    Twitter: @ArnieK #AMAPhoenix
  • 45. All 8 Steps Matter
    When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration!
    Twitter: @ArnieK #AMAPhoenix
  • 46. Additional Resources
    SEO Educational Videos:
    Internet Marketing & Related Webinars:
    How-To Books
    Twitter: @ArnieK #AMAPhoenix
  • 47. Thank You!
    Can be found on:
    LinkedIn Group