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CopyPress Webinar - How to Win at Content Marketing

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How to increase your odds of being found in search and social media …

How to increase your odds of being found in search and social media
How search and social can be combined and leveraged to work better together than individually
The role of content in the equation
What content you should be creating – that you probably aren’t
Why and how to consistently create content that your target market will enjoy

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  • 1. @ArnieK #CopyPressHoA How to Win at Search, Social & Content Marketing Arnie Kuenn, CEO, Vertical Measures @ArnieK #CopyPressHoA
  • 2. About Your Presenter… @ArnieK #CopyPressHoA • 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. What is Content Marketing? @ArnieK #CopyPressHoA • 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. @ArnieK #CopyPressHoA This is not a 30 day R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
  • 5. @ArnieK #CopyPressHoA Achieving Content Success is a Continuous, Planned Out Process
  • 6. @ArnieK #CopyPressHoA
  • 7. Think Like a Publisher! @ArnieK #CopyPressHoA
  • 8. Develop Your Strategy @ArnieK #CopyPressHoA 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. @ArnieK #CopyPressHoA
  • 10. What Are We Searching For? @ArnieK #CopyPressHoA
  • 11. Start Your Research Here! @ArnieK #CopyPressHoA
  • 12. Google Research Tools Google Keyword Suggest Relate Searches @ArnieK #CopyPressHoA
  • 13. More Research Tools YouTube Related Searches @ArnieK #CopyPressHoA
  • 14. @ArnieK #CopyPressHoA
  • 15. @ArnieK #CopyPressHoA More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match!
  • 16. @ArnieK #CopyPressHoA
  • 17. @ArnieK #CopyPressHoA
  • 18. @ArnieK #CopyPressHoA
  • 19. List All Content Ideas in a Spreadsheet @ArnieK #CopyPressHoA
  • 20. List All Content Ideas in a Spreadsheet @ArnieK #CopyPressHoA
  • 21. Longer Search String = More Clicks @ArnieK #CopyPressHoA Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
  • 22. Put Together an Editorial Calendar @ArnieK #CopyPressHoA
  • 23. Put Together an Editorial Calendar VerticalMeasures.com/calendar @ArnieK #CopyPressHoA
  • 24. @ArnieK #CopyPressHoA
  • 25. @ArnieK #CopyPressHoA
  • 26. Address Pricing / Cost @ArnieK #CopyPressHoA
  • 27. Comparisons @ArnieK #CopyPressHoA Showcase your product or service then compare and contrast to others.
  • 28. Lists – People Still Love Them @ArnieK #CopyPressHoA
  • 29. Resource pages @ArnieK #CopyPressHoA 38 links to this page 111 links to this page
  • 30. Free Guides & White Papers @ArnieK #CopyPressHoA - Lead generator - Link attractor - Long life span
  • 31. @ArnieK #CopyPressHoA Buyers need information that helps them make an informed decision.
  • 32. @ArnieK #CopyPressHoA Buyers need information that helps them make an informed decision. Businesses that provide the content those people are searching for - will win.
  • 33. @ArnieK #CopyPressHoA
  • 34. Optimize Your Content!! More than 80% will click here! @ArnieK #CopyPressHoA
  • 35. @ArnieK #CopyPressHoA
  • 36. Sharing New Content Can Be Very Simple @ArnieK #CopyPressHoA
  • 37. @ArnieK #CopyPressHoA
  • 38. Distribute or Repurpose Your Content @ArnieK #CopyPressHoA Source: CMI & MarketingProfs
  • 39. Presentation Distribution (PPT) @ArnieK #CopyPressHoA
  • 40. Presentation Distribution (PPT) @ArnieK #CopyPressHoA
  • 41. @ArnieK #CopyPressHoA
  • 42. 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 #CopyPressHoA
  • 43. @ArnieK #CopyPressHoA
  • 44. 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 #CopyPressHoA
  • 45. @ArnieK #CopyPressHoA
  • 46. @ArnieK #CopyPressHoA
  • 47. @ArnieK #CopyPressHoA
  • 48. @ArnieK #CopyPressHoA The best time to start a content marketing program is 5 years ago.
  • 49. @ArnieK #CopyPressHoA The best time to start a content marketing program is 5 years ago. The second best time is NOW!
  • 50. @ArnieK #CopyPressHoA 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. Questions?