CONTENT MARKETING WORKSHOP

Arnie Kuenn, President, Vertical Measures - @ArnieK

#ContentWorkshop #DEast13

www.verticalme...
ABOUT YOUR PRESENTER…
• President of Vertical Measures –
A Search, Social & Content Marketing Agency
• Instructor for the ...
ABOUT YOU…

• How many of you are
webmasters or SEOs?
• How many are primarily
marketing people?
• More than 1 location?
“CONTENT MARKETING”
CONTENT MARKETING HAS BECOME
THE TOP PRIORITY
WHAT IS CONTENT MARKETING?
• Content marketing is the art of providing relevant,
useful content to your guests without sel...
THIS IS NOT A 30 DAY R.O.I.

BUT THE LONG-TERM PAYOFFS
CAN BE HUGE
PAY PER CLICK ADVERTISING

Only 5 to 10%
of people click
here – but can
still pay off.
HOW IMPORTANT IS SEO AND SEARCH?

More than 90%
of people click
here!
HOW IMPORTANT IS SEARCH?

of all consumers use search
prior to making a purchase
of searchers conduct nonbranded queries
o...
ACHIEVING SUCCESS IS A CONTINUOUS,
PLANNED OUT PROCESS
THINK LIKE A PUBLISHER!
WHY ARE YOU CREATING YOUR CONTENT?
• Have you taken an inventory of your current
content?
• What will your new content acc...
WHO IS YOUR AUDIENCE?
Your audience can be a number of different
groups – depending on your hotel and location
– Current/p...
WHO WILL CREATE YOUR CONTENT?
• What expertise will you need?
−
−
−
−
−

Creative writing?
Sales copy?
Local topics?
Graph...
WHERE WILL THE CONTENT BE PUBLISHED?
•
•
•
•
•
•
•

Your Blog?
RSS feeds?
Social accounts?
News Feeds?
Sites for Videos, I...
DEVELOP YOUR STRATEGY - SUMMARY
• Strategy will evolve through the whole
process
• Why are you creating the content you ar...
SHARING TIME!
• Who is your audience?
• What will you measure?
• What does success look like?
WHAT ARE WE SEARCHING FOR?
LONG TAIL IS THE KEY!
START YOUR RESEARCH HERE!

http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
KNOW YOUR KEYWORDS
MORE KEYWORD RESEARCH TOOLS

Google Keyword Suggest

Relate Searches
MORE KEYWORD RESEARCH TOOLS

YouTube Related Searches
More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad match!
Long tail searches
are the key to
success!
LIST ALL CONTENT IDEAS IN A SPREADSHEET
PUT TOGETHER AN EDITORIAL CALENDAR
SHARING TIME!

What 3 questions do you get asked by customers or
potential customers all the time?
BENEFITS OF A BLOG
• Gives you a vehicle to post
new content
• Allows for internal linking
• Keeps the search engines
comi...
ADDRESS PRICING / COST
COMPARISONS

Showcase your product or service then compare and contrast to others.
INTERVIEWS – HELP MAKE YOU THE EXPERT
LISTS – PEOPLE STILL LOVE THEM
RESOURCE PAGES

38 links to this page

111 links to this page
CURATION OR AGGREGATION
INFOGRAPHICS ARE HOT RIGHT NOW
VIDEOS! – THEY ARE NOT THAT HARD

Interviews

Behind the Scenes

Fun

Product Demos
FREE GUIDES & WHITE PAPERS

- Lead generator
- Link attractor
- Long life span
SHARING TIME!

• What free guides can you
develop in the next 90 days?
HOW SEARCH WORKS
SEARCH OPTIMIZATION ELEMENTS
SEARCH RESULTS – WEB PAGE CONNECTION
Webpage Title Tag

Meta Description

Webpage File Name
CREATE GREAT TITLES, META DESCRIPTIONS & URLS
UNIVERSAL SEARCH RESULTS

70+% of all search results
ALL DIFFERENT – BUT CORE ELEMENTS
Web pages, News, Local, Images & Videos
1.
2.
3.
4.
5.
6.
7.
8.

Links pointing to your ...
HOW TO OPTIMIZE IMAGES
• Image files should be compressed as much as
reasonably possible to reduce file size. Smaller file...
HOW TO OPTIMIZE VIDEOS
• Specific, Compelling Title –Would you click on “Our
Company” or “V00023.mov?” neither will your a...
HOW TO APPEAR IN GOOGLE NEWS
• Need to submit your URL to Google first
• Article URLs must be:
–Unique
–Permanent
–Display...
DO YOU HAVE A GOOGLE+ BUSINESS PAGE?
+1 BUTTON: OPPORTUNITY FOR BUSINESSES
THE TOP 5 LOCAL RANKING FACTORS 2013
1.
2.
3.
4.

A physical address in the city
Associate your business with proper categ...
CLAIM YOUR LOCAL PROFILES
Image: athgo.org
TODAY’S PUBLIC RELATIONS
• Build Your Network

• Relationship-building approach vs. blanket pitch
• Engagement – two way c...
ACTIVELY ENGAGE WITH YOUR ONLINE COMMUNITY

• Keep a list of the names and faces you most
often see stepping up in the com...
PRESS RELEASES?
SHARING NEW CONTENT CAN BE VERY SIMPLE
HOW OFTEN SHOULD YOU POST?

• The most common complaint from Facebook users is Newsfeed spam
• Posting just a few times pe...
FACEBOOK – THE MOTOR LODGE
•

Beat the crowds with a sneak peek of the Courthouse Christmas lights
tonight from 5:30-6:30p...
By far the #1 reason users
decide to “like” or “follow” a
brand is?....

Coupons, Discounts and
Sales Announcements!

*ROI...
DON’T GET HUNG UP ON SOCIAL
DISTRIBUTE OR REPURPOSE YOUR CONTENT

Source: CMI & MarketingProfs
VIDEO DISTRIBUTION
PINTEREST!
PRESENTATION DISTRIBUTION (PPT)
E-MAIL CAMPAIGNS
• Essential Elements
–
–
–
–
–

Visually appealing and branded
Incorporate into editorial calendar: plan ...
47% OF EMAILS ARE
OPENED ON A MOBILE
DEVICE
SOURCE: LITMUS - September 2013
80% DELETE EMAILS THAT
DO NOT “LOOK GOOD”
ON MOBILE
http://openmarketing.com/blog/the-importance-of-all-4-screens/
BUILD LINKS TO YOUR CONTENT
•

•

Identify low hanging fruit
– Internal links
– Fix 404 and 302 errors
– Guest blog posts ...
INTERNAL LINKS
• Internal links are what make up your website’s
navigation.
− Important for usability and visibility
− Int...
MEASURE!
• Measure for successes…
and failures
• Check your rankings,
traffic, conversions and
other key metrics
• Focus o...
TOOLS TO USE
• Google Analytics (Traffic, Time Spent, Conversions)
• Social Mention or Trackur (Share of Voice or
Positive...
IN SUMMARY…

Buyers need information that helps
them make an informed decision.
Businesses that provide the
content those ...
ALL 8 STEPS ARE IMPORTANT!
THANK YOU VERY MUCH!

More Traffic. More Leads. More Business.
Contact: 888-476-1881
www.VerticalMeasures.com
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
Internet Summit - Content Marketing Workshop by Vertical Measures
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Internet Summit - Content Marketing Workshop by Vertical Measures

  1. 1. CONTENT MARKETING WORKSHOP Arnie Kuenn, President, Vertical Measures - @ArnieK #ContentWorkshop #DEast13 www.verticalmeasures.com
  2. 2. ABOUT YOUR PRESENTER… • President of Vertical Measures – A Search, Social & Content Marketing Agency • Instructor for the Content Marketing Institute & Online Marketing Institute • Been an Internet marketer longer than Google has existed.
  3. 3. ABOUT YOU… • How many of you are webmasters or SEOs? • How many are primarily marketing people? • More than 1 location?
  4. 4. “CONTENT MARKETING”
  5. 5. CONTENT MARKETING HAS BECOME THE TOP PRIORITY
  6. 6. WHAT IS CONTENT MARKETING? • Content marketing is the art of providing relevant, useful content to your guests without selling or interrupting them. • Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy. • If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.
  7. 7. THIS IS NOT A 30 DAY R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
  8. 8. PAY PER CLICK ADVERTISING Only 5 to 10% of people click here – but can still pay off.
  9. 9. HOW IMPORTANT IS SEO AND SEARCH? More than 90% of people click here!
  10. 10. HOW IMPORTANT IS SEARCH? of all consumers use search prior to making a purchase of searchers conduct nonbranded queries of buyers click on organic links vs the sponsored ads Source: GroupM
  11. 11. ACHIEVING SUCCESS IS A CONTINUOUS, PLANNED OUT PROCESS
  12. 12. THINK LIKE A PUBLISHER!
  13. 13. WHY ARE YOU CREATING YOUR CONTENT? • Have you taken an inventory of your current content? • What will your new content accomplish? – – – – – – Client Retention? Increased Revenue? Lead Generation? Thought Leadership? Open New Markets? More Links (SEO)?
  14. 14. WHO IS YOUR AUDIENCE? Your audience can be a number of different groups – depending on your hotel and location – Current/potential guests? People spending booking your hotel now or in the future? – Location? Do most of your guests come from a specific area? – Seasonal? Does your hotel have any seasonality to it?
  15. 15. WHO WILL CREATE YOUR CONTENT? • What expertise will you need? − − − − − Creative writing? Sales copy? Local topics? Graphics? Video? • Leverage your staff • Business partners or suppliers may contribute
  16. 16. WHERE WILL THE CONTENT BE PUBLISHED? • • • • • • • Your Blog? RSS feeds? Social accounts? News Feeds? Sites for Videos, Images, Slides, PR, etc? Your web pages? Will you have content to download?
  17. 17. DEVELOP YOUR STRATEGY - SUMMARY • 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?
  18. 18. SHARING TIME! • Who is your audience? • What will you measure? • What does success look like?
  19. 19. WHAT ARE WE SEARCHING FOR?
  20. 20. LONG TAIL IS THE KEY!
  21. 21. START YOUR RESEARCH HERE! http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
  22. 22. KNOW YOUR KEYWORDS
  23. 23. MORE KEYWORD RESEARCH TOOLS Google Keyword Suggest Relate Searches
  24. 24. MORE KEYWORD RESEARCH TOOLS YouTube Related Searches
  25. 25. More than 410 questions about “visit the grand canyon” (exact match). More than 3,400 using broad match!
  26. 26. Long tail searches are the key to success!
  27. 27. LIST ALL CONTENT IDEAS IN A SPREADSHEET
  28. 28. PUT TOGETHER AN EDITORIAL CALENDAR
  29. 29. SHARING TIME! What 3 questions do you get asked by customers or potential customers all the time?
  30. 30. 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
  31. 31. ADDRESS PRICING / COST
  32. 32. COMPARISONS Showcase your product or service then compare and contrast to others.
  33. 33. INTERVIEWS – HELP MAKE YOU THE EXPERT
  34. 34. LISTS – PEOPLE STILL LOVE THEM
  35. 35. RESOURCE PAGES 38 links to this page 111 links to this page
  36. 36. CURATION OR AGGREGATION
  37. 37. INFOGRAPHICS ARE HOT RIGHT NOW
  38. 38. VIDEOS! – THEY ARE NOT THAT HARD Interviews Behind the Scenes Fun Product Demos
  39. 39. FREE GUIDES & WHITE PAPERS - Lead generator - Link attractor - Long life span
  40. 40. SHARING TIME! • What free guides can you develop in the next 90 days?
  41. 41. HOW SEARCH WORKS
  42. 42. SEARCH OPTIMIZATION ELEMENTS
  43. 43. SEARCH RESULTS – WEB PAGE CONNECTION Webpage Title Tag Meta Description Webpage File Name
  44. 44. CREATE GREAT TITLES, META DESCRIPTIONS & URLS
  45. 45. UNIVERSAL SEARCH RESULTS 70+% of all search results
  46. 46. ALL DIFFERENT – BUT CORE ELEMENTS Web pages, News, Local, Images & Videos 1. 2. 3. 4. 5. 6. 7. 8. Links pointing to your content Titles & title tags (viewed in results) Description meta tag (viewed in results) Image alt text tags H1 Tag (headline tag – only one!) Page load times Freshness of content AuthorRank
  47. 47. HOW TO OPTIMIZE IMAGES • Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds. JPGs generally offer the best balance of file size & quality. • Use relevant keywords in image filenames, separated by dashes (not underscores). Instead of "DL000031.jpg", use something like "red-sportscar.jpg" • Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keywordrelated text. Do not stuff <img> attributes. • Context matters. Google looks at content placed around the image, like titles and captions, for context about your image. • Be sure to include images in your sitemap. The XML tags provide additional opportunities to define an image's title, caption, and even geographic location.
  48. 48. HOW TO OPTIMIZE VIDEOS • Specific, Compelling Title –Would you click on “Our Company” or “V00023.mov?” neither will your audience. • Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. Don’t be dishonest, but if there are pop culture or social media references in the video, tag them accordingly. • Description - Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description – with http://. • Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use. The online video audience is very forgiving of skill level, but a low resolution video can make it difficult to see what is going on. • Thumbnail Image – If it’s an organically made video (not planned), pick the most visually compelling of the options they give you.
  49. 49. HOW TO APPEAR IN GOOGLE NEWS • Need to submit your URL to Google first • Article URLs must be: –Unique –Permanent –Display a three-digit number • To see if a site is already included in Google News, type [ site:url.com ], into the search box and click "Search News." • http://support.google.com/news/publisher/
  50. 50. DO YOU HAVE A GOOGLE+ BUSINESS PAGE?
  51. 51. +1 BUTTON: OPPORTUNITY FOR BUSINESSES
  52. 52. THE TOP 5 LOCAL RANKING FACTORS 2013 1. 2. 3. 4. A physical address in the city Associate your business with proper categories. Have an address close to the centroid Complete and accurate NAP (Name, Address, Phone) accuracy across the local ecosystem 5. High number of customer reviews on the new Google +Local
  53. 53. CLAIM YOUR LOCAL PROFILES
  54. 54. Image: athgo.org
  55. 55. TODAY’S PUBLIC RELATIONS • Build Your Network • Relationship-building approach vs. blanket pitch • Engagement – two way conversation • Conduct PR & Blogger Pitches
  56. 56. ACTIVELY ENGAGE WITH YOUR ONLINE COMMUNITY • Keep a list of the names and faces you most often see stepping up in the community. • Look for folks that actively share content. • Create specialized content and market towards social influencers • Strengthen their relationship with your brand • The more connected they feel, the more likely they are to share with their network.
  57. 57. PRESS RELEASES?
  58. 58. SHARING NEW CONTENT CAN BE VERY SIMPLE
  59. 59. HOW OFTEN SHOULD YOU POST? • The most common complaint from Facebook users is Newsfeed spam • Posting just a few times per week produces 71% higher user engagement • Focus on quality, not quantity on Facebook. • Only 50% of your posts should be about your content. Organizations that share other content have a higher engagement rate.
  60. 60. FACEBOOK – THE MOTOR LODGE • Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight from 5:30-6:30pm (the official Lighting Ceremony is Saturday). • Time to get shopping so, for our Facebook buddies we will add 15% to any gift certificate that you purchase for holiday giving. Think of it, you provide a fun place to stay for your favorite people while appearing to be 15% more generous than you really are...It's a win, win! • We thought you should know that waterboarding at The Motor Lodge has stopped! In case you never had the chance to experience the torture that was our showers, imagine standing in a phone booth while a 55 gallon drum of water was dumped on you from 8' up (a classic case of form over function...sorry). New and improved, ...adjustable and reachable showerheads make cleansing your beautiful body an absolute pleasure. Enjoy! • Time to name the cat that adopted us 3 months ago! Whoever comes up with the winning name wins a free night in our swankiest room, #6. The cat is a neutered male, very friendly, green eyes and has a hole in his left ear. Voting ends Sunday at 5pm. (The post included a video of the cat.)
  61. 61. By far the #1 reason users decide to “like” or “follow” a brand is?.... Coupons, Discounts and Sales Announcements! *ROI Research & Performics
  62. 62. DON’T GET HUNG UP ON SOCIAL
  63. 63. DISTRIBUTE OR REPURPOSE YOUR CONTENT Source: CMI & MarketingProfs
  64. 64. VIDEO DISTRIBUTION
  65. 65. PINTEREST!
  66. 66. PRESENTATION DISTRIBUTION (PPT)
  67. 67. E-MAIL CAMPAIGNS • Essential Elements – – – – – Visually appealing and branded Incorporate into editorial calendar: plan frequency Segmenting: targeted messaging Great subject line Stay brief: Read More, Get More Details • Distribution Services: – – – – Exact Target Constant Contact Vertical Response Mail Chimp
  68. 68. 47% OF EMAILS ARE OPENED ON A MOBILE DEVICE SOURCE: LITMUS - September 2013
  69. 69. 80% DELETE EMAILS THAT DO NOT “LOOK GOOD” ON MOBILE
  70. 70. http://openmarketing.com/blog/the-importance-of-all-4-screens/
  71. 71. 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
  72. 72. INTERNAL LINKS • Internal links are what make up your website’s navigation. − Important for usability and visibility − Internal links tell search engines what your site is about. − Proper internal linking structure allows search engines to spider and index more pages within your site. • Make sure keywords in URL structure match content on page. • Keep footers clean and include a link to sitemap • Use, but don’t abuse, internal text links within content
  73. 73. 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
  74. 74. TOOLS TO USE • Google Analytics (Traffic, Time Spent, Conversions) • Social Mention or Trackur (Share of Voice or Positive Vs. Negative Mentions) • Open Site Explorer ( # links) http://socialbarrel.com/10-free-social-mediamonitoring-tools-you-should-use/46275/
  75. 75. IN SUMMARY… Buyers need information that helps them make an informed decision. Businesses that provide the content those people are searching for - will win.
  76. 76. ALL 8 STEPS ARE IMPORTANT!
  77. 77. THANK YOU VERY MUCH! More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com
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