0
@ ArnieK #ConvCon
Improving Conversions Through
Useful Content Marketing
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #Conv...
@ ArnieK #ConvCon
About Your Presenter…
• Vertical Measures is a 45 person search, social
& content marketing agency in Ph...
@ ArnieK #ConvCon
• Content marketing is the art of providing
relevant, useful content to your
customers without selling o...
@ ArnieK #ConvCon
This is not a 30 day R.O.I.
But the long-term
payoffs can be huge
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
of all consumers use
search prior to making a
purchase
Source: GroupM
93%
86%
90+%
of searchers conduct ...
@ ArnieK #ConvCon
Buyers are searching for information
that helps them make an informed
decision.
@ ArnieK #ConvCon
Buyers are searching for information
that helps them make an informed
decision.
Businesses that provide
...
@ ArnieK #ConvCon
Because most of our clients are not the NYY, we strongly
suggest playing MONEYBALL
1 in 4 at bats = hit ...
@ ArnieK #ConvCon
(
In order to play content MONEYBALL, you need to come up
with hundreds of ideas so you can create fresh...
@ ArnieK #ConvCon
Site Search
@ ArnieK #ConvCon
ASK YOUR STAFF!
@ ArnieK #ConvCon
• What made you trust us? (About Us)
• What information do you wish we had
provided upon first contact?
...
@ ArnieK #ConvCon
Google Keyword
Suggest
Related
Searches
Research Tools
@ ArnieK #ConvCon
YouTube Related
Searches
More Research Tools
@ ArnieK #ConvCon
More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
@ ArnieK #ConvCon
@ ArnieK #ConvCon
Long tail searches are
like hitting those singles.
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
OpenSiteExplorer.org
@ ArnieK #ConvCon
List All Content Ideas in a Spreadsheet
This is the kind of content that converts.
@ ArnieK #ConvCon
Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
Longer Search String = More Clicks
@ ArnieK #ConvCon
Put Together An Editorial Calendar
@ ArnieK #ConvCon
Put Together An Editorial Calendar
@ ArnieK #ConvCon
VerticalMeasures.com/calendar
Put Together An Editorial Calendar
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
Address Pricing & Cost
@ ArnieK #ConvCon
Showcase your product or service then compare and contrast to others.
Comparisons
@ ArnieK #ConvCon
Webinars
@ ArnieK #ConvCon
Product Demos
EducationalInterviews
Behind
the
Scenes
Videos – Improve Conversions
@ ArnieK #ConvCon
• Detailed Description
• Statistics
• Images & Video
• Product Comparisons
• User Generated Content
Robu...
@ ArnieK #ConvCon
Free Guides, Case Studies & White Papers
@ ArnieK #ConvCon
Free Guides, Case Studies & White Papers
@ ArnieK #ConvCon
Lead generator
Link attractor
Long life span
Free Guides, Case Studies & White Papers
@ ArnieK #ConvCon
@ ArnieK #ConvCon
More than
80% will
click here!
Optimize
Your
Content!
@ ArnieK #ConvCon
Most Common Problems We Find?
• Unintentional duplicate content
• Duplicate title & meta tags
• Blocked ...
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
REMEMBER:
1 in 4 at bats = hit
(
The key is to keep going to the plate, take your
swings, be happy with ...
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
• Yale’s traffic has grown from 40,000 visitors
to 150,000 annually
• Leads have grown from 800 to 2,300...
@ ArnieK #ConvCon
We offer the best content
marketing workshops in
the industry and can bring
them to you.
Shameless Plug
@ ArnieK #ConvCon
www.VerticalMeasures.com
Raffle Time!
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ConversonCon-Improving Conversions Through Useful Content Marketing

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Once again, creating website content is critical to your business. Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. But how do you increase your conversions through search and social media? How do you get started? How will you consistently create content your market will engage with?

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Transcript of "ConversonCon-Improving Conversions Through Useful Content Marketing"

  1. 1. @ ArnieK #ConvCon Improving Conversions Through Useful Content Marketing Arnie Kuenn, CEO, Vertical Measures @ArnieK #ConvCon
  2. 2. @ ArnieK #ConvCon About Your Presenter… • 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 • Wrote the content marketing book Accelerate!
  3. 3. @ ArnieK #ConvCon • Content marketing is the art of providing relevant, useful 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. What is Content Marketing?
  4. 4. @ ArnieK #ConvCon This is not a 30 day R.O.I. But the long-term payoffs can be huge
  5. 5. @ ArnieK #ConvCon
  6. 6. @ ArnieK #ConvCon
  7. 7. @ ArnieK #ConvCon
  8. 8. @ ArnieK #ConvCon of all consumers use search prior to making a purchase Source: GroupM 93% 86% 90+% of searchers conduct non- branded queries of buyers click on organic links vs. the sponsored ads
  9. 9. @ ArnieK #ConvCon Buyers are searching for information that helps them make an informed decision.
  10. 10. @ ArnieK #ConvCon Buyers are searching for information that helps them make an informed decision. Businesses that provide that information - will win.
  11. 11. @ ArnieK #ConvCon Because most of our clients are not the NYY, we strongly suggest playing MONEYBALL 1 in 4 at bats = hit (a success) 1 in 36 at bats = home run (a big success) 1 in 1,691 at bats = grand slam (viral success) The Odds of Hitting A Grand Slam
  12. 12. @ ArnieK #ConvCon ( In order to play content MONEYBALL, you need to come up with hundreds of ideas so you can create fresh, highly converting, useful content on a frequent basis. Here’s how we do it…
  13. 13. @ ArnieK #ConvCon Site Search
  14. 14. @ ArnieK #ConvCon ASK YOUR STAFF!
  15. 15. @ ArnieK #ConvCon • What made you trust us? (About Us) • What information do you wish we had provided upon first contact? • What information do you wish we had explained upon completion of services? • What information were you looking for when you began searching for a company like ours? • What do you wish we would do better? Flow motion cafe Ask Your Customers
  16. 16. @ ArnieK #ConvCon Google Keyword Suggest Related Searches Research Tools
  17. 17. @ ArnieK #ConvCon YouTube Related Searches More Research Tools
  18. 18. @ ArnieK #ConvCon More than 410 questions about More than 3,400 using broad match! “visit the grand canyon” (exact match)
  19. 19. @ ArnieK #ConvCon
  20. 20. @ ArnieK #ConvCon Long tail searches are like hitting those singles.
  21. 21. @ ArnieK #ConvCon
  22. 22. @ ArnieK #ConvCon
  23. 23. @ ArnieK #ConvCon OpenSiteExplorer.org
  24. 24. @ ArnieK #ConvCon List All Content Ideas in a Spreadsheet This is the kind of content that converts.
  25. 25. @ ArnieK #ConvCon Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013 Longer Search String = More Clicks
  26. 26. @ ArnieK #ConvCon Put Together An Editorial Calendar
  27. 27. @ ArnieK #ConvCon Put Together An Editorial Calendar
  28. 28. @ ArnieK #ConvCon VerticalMeasures.com/calendar Put Together An Editorial Calendar
  29. 29. @ ArnieK #ConvCon
  30. 30. @ ArnieK #ConvCon
  31. 31. @ ArnieK #ConvCon Address Pricing & Cost
  32. 32. @ ArnieK #ConvCon Showcase your product or service then compare and contrast to others. Comparisons
  33. 33. @ ArnieK #ConvCon Webinars
  34. 34. @ ArnieK #ConvCon Product Demos EducationalInterviews Behind the Scenes Videos – Improve Conversions
  35. 35. @ ArnieK #ConvCon • Detailed Description • Statistics • Images & Video • Product Comparisons • User Generated Content Robust Product Pages
  36. 36. @ ArnieK #ConvCon Free Guides, Case Studies & White Papers
  37. 37. @ ArnieK #ConvCon Free Guides, Case Studies & White Papers
  38. 38. @ ArnieK #ConvCon Lead generator Link attractor Long life span Free Guides, Case Studies & White Papers
  39. 39. @ ArnieK #ConvCon
  40. 40. @ ArnieK #ConvCon More than 80% will click here! Optimize Your Content!
  41. 41. @ ArnieK #ConvCon Most Common Problems We Find? • Unintentional duplicate content • Duplicate title & meta tags • Blocked pages or entire site • Over optimization of anchor text in backlinks and footer
  42. 42. @ ArnieK #ConvCon
  43. 43. @ ArnieK #ConvCon
  44. 44. @ ArnieK #ConvCon
  45. 45. @ ArnieK #ConvCon REMEMBER: 1 in 4 at bats = hit ( The key is to keep going to the plate, take your swings, be happy with your singles, and do it over and over again! The Odds of Hitting a Grand Slam
  46. 46. @ ArnieK #ConvCon
  47. 47. @ ArnieK #ConvCon
  48. 48. @ ArnieK #ConvCon
  49. 49. @ ArnieK #ConvCon • 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 other marketing expenses.” The Results…
  50. 50. @ ArnieK #ConvCon We offer the best content marketing workshops in the industry and can bring them to you. Shameless Plug
  51. 51. @ ArnieK #ConvCon www.VerticalMeasures.com Raffle Time!
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