@ArnieK #CopyPressHoA

How to Win at Search, Social &
Content Marketing
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #CopyP...
About Your Presenter…

@ArnieK #CopyPressHoA

• CEO of Vertical Measures –
A Search, Social & Content Marketing
Agency
• I...
What is Content Marketing?

@ArnieK #CopyPressHoA

• Content marketing is the art of providing relevant,
valuable content ...
@ArnieK #CopyPressHoA

This is not a 30 day R.O.I.

BUT THE LONG-TERM PAYOFFS CAN BE
HUGE
@ArnieK #CopyPressHoA

Achieving Content Success is a Continuous,
Planned Out Process
@ArnieK #CopyPressHoA
Think Like a Publisher!

@ArnieK #CopyPressHoA
Develop Your Strategy

@ArnieK #CopyPressHoA

Strategy will evolve through the whole process
• Why are you creating the co...
@ArnieK #CopyPressHoA
What Are We Searching For?

@ArnieK #CopyPressHoA
Start Your Research Here!

@ArnieK #CopyPressHoA
Google Research Tools
Google Keyword Suggest

Relate Searches

@ArnieK #CopyPressHoA
More Research Tools
YouTube Related Searches

@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA

More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad m...
@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
List All Content Ideas in a Spreadsheet

@ArnieK #CopyPressHoA
List All Content Ideas in a Spreadsheet

@ArnieK #CopyPressHoA
Longer Search String = More Clicks

@ArnieK #CopyPressHoA

Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/...
Put Together an Editorial Calendar

@ArnieK #CopyPressHoA
Put Together an Editorial Calendar

VerticalMeasures.com/calendar

@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
Address Pricing / Cost

@ArnieK #CopyPressHoA
Comparisons

@ArnieK #CopyPressHoA

Showcase your product or service then compare and contrast to others.
Lists – People Still Love Them

@ArnieK #CopyPressHoA
Resource pages

@ArnieK #CopyPressHoA

38 links to this page

111 links to this page
Free Guides & White Papers

@ArnieK #CopyPressHoA

- Lead generator
- Link attractor
- Long life span
@ArnieK #CopyPressHoA

Buyers need information that helps
them make an informed decision.
@ArnieK #CopyPressHoA

Buyers need information that helps
them make an informed decision.
Businesses that provide the
cont...
Benefits of a Blog
• Gives you a vehicle to post new
content
• Allows for internal linking
• Keeps the search engines comi...
@ArnieK #CopyPressHoA
Optimize Your Content!!

More
than 80%
will click
here!

@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
Sharing New Content Can Be Very Simple

@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
Distribute or Repurpose Your Content

@ArnieK #CopyPressHoA

Source: CMI & MarketingProfs
Presentation Distribution (PPT)

@ArnieK #CopyPressHoA
Presentation Distribution (PPT)

@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
Build Links to Your Content
•

•

Identify low hanging fruit
– Internal links
– Fix 404 and 302 errors
– Guest blog posts ...
@ArnieK #CopyPressHoA
Measure!
• Measure for
successes… and failures
• Check your rankings,
traffic, conversions and
other key metrics
• Focus o...
@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA
@ArnieK #CopyPressHoA

The best time to start a
content marketing program
is 5 years ago.
@ArnieK #CopyPressHoA

The best time to start a
content marketing program
is 5 years ago.
The second best time is
NOW!
@ArnieK #CopyPressHoA

THANK YOU VERY MUCH!
Shameless Plugs:
1) We offer the best ½ and full day content marketing
worksho...
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CopyPress Webinar - How to Win at Search, Social and Content Marketing

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CopyPress Webinar - How to Win at Search, Social and Content Marketing

  1. 1. @ArnieK #CopyPressHoA How to Win at Search, Social & Content Marketing Arnie Kuenn, CEO, Vertical Measures @ArnieK #CopyPressHoA
  2. 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. 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. 4. @ArnieK #CopyPressHoA This is not a 30 day R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
  5. 5. @ArnieK #CopyPressHoA Achieving Content Success is a Continuous, Planned Out Process
  6. 6. @ArnieK #CopyPressHoA
  7. 7. Think Like a Publisher! @ArnieK #CopyPressHoA
  8. 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. 9. @ArnieK #CopyPressHoA
  10. 10. What Are We Searching For? @ArnieK #CopyPressHoA
  11. 11. Start Your Research Here! @ArnieK #CopyPressHoA
  12. 12. Google Research Tools Google Keyword Suggest Relate Searches @ArnieK #CopyPressHoA
  13. 13. More Research Tools YouTube Related Searches @ArnieK #CopyPressHoA
  14. 14. @ArnieK #CopyPressHoA
  15. 15. @ArnieK #CopyPressHoA More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match!
  16. 16. @ArnieK #CopyPressHoA
  17. 17. @ArnieK #CopyPressHoA
  18. 18. @ArnieK #CopyPressHoA
  19. 19. List All Content Ideas in a Spreadsheet @ArnieK #CopyPressHoA
  20. 20. List All Content Ideas in a Spreadsheet @ArnieK #CopyPressHoA
  21. 21. Longer Search String = More Clicks @ArnieK #CopyPressHoA Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
  22. 22. Put Together an Editorial Calendar @ArnieK #CopyPressHoA
  23. 23. Put Together an Editorial Calendar VerticalMeasures.com/calendar @ArnieK #CopyPressHoA
  24. 24. @ArnieK #CopyPressHoA
  25. 25. @ArnieK #CopyPressHoA
  26. 26. Address Pricing / Cost @ArnieK #CopyPressHoA
  27. 27. Comparisons @ArnieK #CopyPressHoA Showcase your product or service then compare and contrast to others.
  28. 28. Lists – People Still Love Them @ArnieK #CopyPressHoA
  29. 29. Resource pages @ArnieK #CopyPressHoA 38 links to this page 111 links to this page
  30. 30. Free Guides & White Papers @ArnieK #CopyPressHoA - Lead generator - Link attractor - Long life span
  31. 31. @ArnieK #CopyPressHoA Buyers need information that helps them make an informed decision.
  32. 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. 33. Benefits of a 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* Source: *Hubspot @ArnieK #CopyPressHoA
  34. 34. @ArnieK #CopyPressHoA
  35. 35. Optimize Your Content!! More than 80% will click here! @ArnieK #CopyPressHoA
  36. 36. @ArnieK #CopyPressHoA
  37. 37. Sharing New Content Can Be Very Simple @ArnieK #CopyPressHoA
  38. 38. @ArnieK #CopyPressHoA
  39. 39. Distribute or Repurpose Your Content @ArnieK #CopyPressHoA Source: CMI & MarketingProfs
  40. 40. Presentation Distribution (PPT) @ArnieK #CopyPressHoA
  41. 41. Presentation Distribution (PPT) @ArnieK #CopyPressHoA
  42. 42. @ArnieK #CopyPressHoA
  43. 43. 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
  44. 44. @ArnieK #CopyPressHoA
  45. 45. 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
  46. 46. @ArnieK #CopyPressHoA
  47. 47. @ArnieK #CopyPressHoA
  48. 48. @ArnieK #CopyPressHoA
  49. 49. @ArnieK #CopyPressHoA The best time to start a content marketing program is 5 years ago.
  50. 50. @ArnieK #CopyPressHoA The best time to start a content marketing program is 5 years ago. The second best time is NOW!
  51. 51. @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?
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