IREM Phoenix - Content Marketing is the NEW Marketing

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Arnie Kuenn presents content marketing is the new marketing to IREM luncheon in Phoenix. The focus is on commercial real estate and multifamily properties.

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IREM Phoenix - Content Marketing is the NEW Marketing

  1. 1. www.verticalmeasures.comCONTENT MARKETING IS THE NEWMARKETING!Arnie Kuenn, President, Vertical Measures@ArnieK
  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 hasexisted.
  3. 3. “CONTENT MARKETING”
  4. 4. CONTENT MARKETING - THE TOP PRIORITY
  5. 5. WHAT IS CONTENT MARKETING?• Content marketing is the art of providing relevant,valuable content to your customers without selling orinterrupting them.• Instead of pitching your products or services, you aredelivering information that makes your prospectsmore informed before they buy.• If you deliver consistent, ongoing valuableinformation to your prospects, they ultimately rewardyou with their business and loyalty.
  6. 6. THIS IS NOT A 30 DAY R.O.I.BUT THE LONG-TERM PAYOFFSCAN BE HUGE
  7. 7. ACHIEVING SUCCESS IS A CONTINUOUS,PLANNED OUT PROCESS
  8. 8. THINK LIKE A PUBLISHER!
  9. 9. 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?
  10. 10. HOW IMPORTANT IS SEARCH?of all consumers use searchprior to making a purchaseSource: GroupMof searchers conduct non-branded queriesof buyers click on organiclinks vs the sponsored ads
  11. 11. START YOUR RESEARCH HERE!http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
  12. 12. @ArnieK
  13. 13. More than 600questions about“Phoenix apartments”
  14. 14. KEYWORD RESEARCH TOOLS
  15. 15. MORE KEYWORD RESEARCH TOOLSGoogle Keyword SuggestRelate Searches
  16. 16. Long tail searchesare the key tosuccess!
  17. 17. LIST ALL CONTENT IDEAS IN A SPREADSHEET
  18. 18. PUT TOGETHER AN EDITORIAL CALENDAR
  19. 19. The other thing I noticed was that squarefootage didn’t really tell me anything about theplace. You can get a rough idea of the size, but itreally comes down to how oddly the apartment isdivided.Any site that wouldn’t show me a floor planon the website was immediately taken out ofthe running (the keywords “floor plan” or“layout” and “2 bedroom” were oftencombined).
  20. 20. ADDRESS PRICING / COST(Google fills in the $8- - with whatever dollar amount, sinceit’s just looking for the beginning. Pets would often help meknow if they had a pet policy on site.)
  21. 21. BE LOCAL!• Long tailsearch• Hire localbloggers• Usersubmittedcontent
  22. 22. INTERVIEWS
  23. 23. LISTS – PEOPLE STILL LOVE THEM
  24. 24. VIDEOS! – THEY ARE NOT THAT HARDUser GeneratedFunInterviewsBehind the scenes
  25. 25. INFOGRAPHICS ARE HOT RIGHT NOWMathew Blades Show
  26. 26. CURATION OR AGGREGATION
  27. 27. FREE GUIDES TO BUILD YOUR LIST- Lead generator- Link attractor- Long life span
  28. 28. PLEASE OPTIMIZEYOUR DARN CONTENT!
  29. 29. AND THEN SHARE YOUR NEW CONTENT
  30. 30. ADVERTISING IS JUST RENTING THE SPACE.CONTENT MARKETING IS OWNING IT FOREVER.
  31. 31. More Traffic. More Leads. More Business.www.VerticalMeasures.comTHANK YOU VERY MUCH!

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