Twitter: @ArnieK #OMSummitHow to Win at Search, Social and Content Marketing! Arnie Kuenn President, Vertical Measures
Twitter: @ArnieK #OMSummitAbout Your Presenter… • President of Vertical Measures – A Search, Social & Content Marketing Services Company • Instructor for the Content Marketing Institute & Online Marketing Institute • Been an Internet marketer longer than Google has existed.
Twitter: @ArnieK #OMSummitWhat Content Marketing is NOT
Twitter: @ArnieK #OMSummit Content Marketing is aContinuous, Planned Out Process
Twitter: @ArnieK #OMSummit• Buyers need content that makes them smarter and more knowledgeable.• Businesses that provide that content will win.
Twitter: @ArnieK #OMSummit You just need tounderstand how itall works, executeon a strategy andhave FUN with it!
Twitter: @ArnieK #OMSummitStill Focus on Search? – YES! • 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 Sources: GroupM, Did-it, Enquiro, and Eyetools. queries.
Twitter: @ArnieK #OMSummitThink Like a Publisher!
Twitter: @ArnieK #OMSummitDevelop Your Strategy – Questions to Answer • Strategy will evolve through the whole process • Why are you creating the content you are creating? • Who is your audience? • Who are you? – Determine your “voice” • What types of content will you create? • How will you develop your content? • When will you develop your content? • What does success look like? • What is different a year from now?
Twitter: @ArnieK #OMSummitAll 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. Page load times 7. Freshness of content 8. URL structure (short & include KW’s)
Twitter: @ArnieK #OMSummitPromote 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. • Mentions & Shares are signals (especially G+)
Twitter: @ArnieK #OMSummitMeasure! • 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
Twitter: @ArnieK #OMSummit Advertising is just renting the space.Content Marketing is owning it forever.
Twitter: @ArnieK #OMSummit Tweet:Content Marketing Book – @AccelerateBook is FREE on Amazon– Todayonly! #OMSummit Kindle Version October 23, 2012 Only
Twitter: @ArnieK #OMSummit Thank You Very Much!More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com