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 ...

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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ConversonCon-Improving Conversions Through Useful Content Marketing Presentation Transcript

  • 1. @ ArnieK #ConvCon Improving Conversions Through Useful Content Marketing Arnie Kuenn, CEO, Vertical Measures @ArnieK #ConvCon
  • 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. @ 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. @ ArnieK #ConvCon This is not a 30 day R.O.I. But the long-term payoffs can be huge
  • 5. @ ArnieK #ConvCon
  • 6. @ ArnieK #ConvCon
  • 7. @ ArnieK #ConvCon
  • 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. @ ArnieK #ConvCon Buyers are searching for information that helps them make an informed decision.
  • 10. @ ArnieK #ConvCon Buyers are searching for information that helps them make an informed decision. Businesses that provide that information - will win.
  • 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. @ 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. @ ArnieK #ConvCon Site Search
  • 14. @ ArnieK #ConvCon ASK YOUR STAFF!
  • 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. @ ArnieK #ConvCon Google Keyword Suggest Related Searches Research Tools
  • 17. @ ArnieK #ConvCon YouTube Related Searches More Research Tools
  • 18. @ ArnieK #ConvCon More than 410 questions about More than 3,400 using broad match! “visit the grand canyon” (exact match)
  • 19. @ ArnieK #ConvCon
  • 20. @ ArnieK #ConvCon Long tail searches are like hitting those singles.
  • 21. @ ArnieK #ConvCon
  • 22. @ ArnieK #ConvCon
  • 23. @ ArnieK #ConvCon OpenSiteExplorer.org
  • 24. @ ArnieK #ConvCon List All Content Ideas in a Spreadsheet This is the kind of content that converts.
  • 25. @ ArnieK #ConvCon Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013 Longer Search String = More Clicks
  • 26. @ ArnieK #ConvCon Put Together An Editorial Calendar
  • 27. @ ArnieK #ConvCon Put Together An Editorial Calendar
  • 28. @ ArnieK #ConvCon VerticalMeasures.com/calendar Put Together An Editorial Calendar
  • 29. @ ArnieK #ConvCon
  • 30. @ ArnieK #ConvCon
  • 31. @ ArnieK #ConvCon Address Pricing & Cost
  • 32. @ ArnieK #ConvCon Showcase your product or service then compare and contrast to others. Comparisons
  • 33. @ ArnieK #ConvCon Webinars
  • 34. @ ArnieK #ConvCon Product Demos EducationalInterviews Behind the Scenes Videos – Improve Conversions
  • 35. @ ArnieK #ConvCon • Detailed Description • Statistics • Images & Video • Product Comparisons • User Generated Content Robust Product Pages
  • 36. @ ArnieK #ConvCon Free Guides, Case Studies & White Papers
  • 37. @ ArnieK #ConvCon Free Guides, Case Studies & White Papers
  • 38. @ ArnieK #ConvCon Lead generator Link attractor Long life span Free Guides, Case Studies & White Papers
  • 39. @ ArnieK #ConvCon
  • 40. @ ArnieK #ConvCon More than 80% will click here! Optimize Your Content!
  • 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. @ ArnieK #ConvCon
  • 43. @ ArnieK #ConvCon
  • 44. @ ArnieK #ConvCon
  • 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. @ ArnieK #ConvCon
  • 47. @ ArnieK #ConvCon
  • 48. @ ArnieK #ConvCon
  • 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. @ ArnieK #ConvCon We offer the best content marketing workshops in the industry and can bring them to you. Shameless Plug
  • 51. @ ArnieK #ConvCon www.VerticalMeasures.com Raffle Time!