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Content Marketing: Combining Search, Social and Quality Content

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In this presentation, Arnie Kuenn guides his audience through creating a solid content marketing plan for their business.

In this presentation, Arnie Kuenn guides his audience through creating a solid content marketing plan for their business.

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  • 1. Content Marketing:Combining Search, Social & Quality ContentARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK
  • 2. About Your Presenter…• President of Vertical Measures in Phoenix, AZ• Founder of the Arizona Interactive Marketing Association (AZIMA)• Instructor for the Content Marketing Institute & Online Marketing Institute• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing• Tweeting? - @ArnieK #LavaCon Available on Amazon
  • 3. Twitter: @ArnieK #LavaConWhy Focus on Search? • 93% of all buyers online or in stores use search prior to making a purchase • 86% of searchers conduct non-branded queries. • 94% of buyers click on organic links versus 6% on paid links for branded queries. Sources: GroupM, Did-it, Enquiro, and Eyetools.
  • 4. Twitter: @ArnieK #LavaCon Google Panda Update• Biggest Google Algorithm update in years!• 100% Algorithmic, No Manual Changes• Clobbered Content Farms, Article Sites & Duplicate content• 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)
  • 5. Twitter: @ArnieK #LavaCon“Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.” – Matt Cutts & Amit Singhal (WSJ – 2/28/11)
  • 6. Twitter: @ArnieK #LavaCon
  • 7. Twitter: @ArnieK #LavaCon
  • 8. Twitter: @ArnieK #LavaConDevelop Your Strategy• Why are you creating the content you are creating?• Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure?• What is different a year from now?
  • 9. Twitter: @ArnieK #LavaCon
  • 10. Twitter: @ArnieK #LavaConStart With Keyword Research• Keyword research should be the foundation• Brainstorm for keyword phrases your customers use when searching• Use tools like: – Google keyword suggest & instant search – Google Adwords keyword tool – Google Insights for Search• Think long-tail!
  • 11. Twitter: @ArnieK #LavaConThen Do Online Market Research• Check trending topics on Twitter, Yahoo and MSN• Answer sites: Yahoo Answers, Quora, LinkedIn or Facebook• Check sites like Digg, StumbleUpon and Reddit• Check Google’s Discussions in search
  • 12. Twitter: @ArnieK #LavaConWhat Works For Your Competitors?
  • 13. Twitter: @ArnieK #LavaConIdentify Types of Content to be Created
  • 14. Twitter: @ArnieK #LavaConList The Possibilities
  • 15. Twitter: @ArnieK #LavaConLong Tail is the Key!
  • 16. Twitter: @ArnieK #LavaCon
  • 17. Twitter: @ArnieK #LavaConCreate Great Content
  • 18. Twitter: @ArnieK #LavaConBenefits of a Corporate 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* *Hubspot
  • 19. Twitter: @ArnieK #LavaCon
  • 20. Twitter: @ArnieK #LavaConAll Different – But Core Items• Content is found through social media and search engines – so optimize it!• Web pages, News, Local, Images & Videos 1. Links pointing to your content 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag – only one!) 6. URL structure (short & include KW’s) 7. Page load times
  • 21. Twitter: @ArnieK #LavaCon Search Optimization Elements Title tag URL H1 tag ContentMeta DescriptionAward winning SEO Link Building Services. Vertical Measures is a reputable, USAInternet marketing company helping businesses get more website traffic thru highersearch engine rankings, link building, social media, local search, and search engineoptimization.
  • 22. Twitter: @ArnieK #LavaConHow to Optimize Images• Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally offer the best balance of file size & quality.• Use relevant keywords in image filenames, separated by dashes (not underscores). Instead of "DL000031.jpg", use something like "red-sports-car.jpg"• Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keyword-related text. Do not stuff <img> attributes.• Context matters. Google looks at content placed around the image, like titles and captions, for context about your image.• Be sure to include images in your sitemap. The XML tags provide additional opportunities to define an images title, caption, and even geographic location.
  • 23. Twitter: @ArnieK #LavaConHow to Optimize Videos• Specific, Compelling Title –Would you click on “Our Company” or “V00023.mov?” neither will your audience. Use “Video” and change the file name too!• Description - Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description (with http://).• Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section.• Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use. The online video audience is very forgiving of skill level, but a low resolution video can make it difficult to see what is going on.• Thumbnail Image – Pick the most visually compelling of the options they give you.
  • 24. Twitter: @ArnieK #LavaCon
  • 25. Twitter: @ArnieK #LavaConPromote 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
  • 26. Twitter: @ArnieK #LavaCon How Often Should You Post?• The most common complaint from Facebook users is Newsfeed spam• The most popular Facebook Pages post once a day or less.• Posting one to four times per week produces 71% higher user engagement• Focus on quality, not quantity on Facebook.• Only 50% of your posts should be about your content. Businesses that share other content have a higher engagement rate.
  • 27. Twitter: @ArnieK #LavaCon Strategies for Effective Posts• Post Length: 80 characters or less, 27% more engagement (as high as 65% in some verticals like retail).• URL shorteners: Engagement rates are 3X higher for full length URLs• Best Time to Post: Posting outside business hours had 20% higher engagement rates• Best Day to Post: Thurs & Fri have 18% higher engagement rates, but varies by industry• Action Keywords: Fans follow instructions. Ask them to like, post, comment or tell you something.• Ask questions at the end: 2X higher engagement rate.• Fill in the blank Posts: 9X more comments than other posts. Source: Buddy Media Platform
  • 28. Twitter: @ArnieK #LavaConAvoid Complicated Wall Posts Source: Buddy Media Platform, Retail Study
  • 29. Twitter: @ArnieK #LavaCon
  • 30. Twitter: @ArnieK #LavaConDistribute 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!
  • 31. Twitter: @ArnieK #LavaCon
  • 32. Twitter: @ArnieK #LavaConBuild 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!
  • 33. Twitter: @ArnieK #LavaCon
  • 34. Twitter: @ArnieK #LavaConMeasure!• 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
  • 35. Twitter: @ArnieKSuccess Like This… #LavaCon
  • 36. Twitter: @ArnieK #LavaConAll 8 Steps Matter
  • 37. Twitter: @ArnieK #LavaConAdditional Resources• SEO Educational Videos: – http://www.verticalmeasures.com/resources/seo-tutorial-videos/• Content Marketing & Related Webinars: – http://www.verticalmeasures.com/webinars/• How-To Books – http://www.verticalmeasures.com/books
  • 38. Questions?More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com Only $14.36 on Amazon ;)