Smaz 8 links in the content marketing chain
 

Smaz 8 links in the content marketing chain

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Arnie Kuenn, President of Vertical Measures presents "8 Links in the Content Marketing Chain" at the SMAZ4 event in Tempe, AZ on February 11th, 2011. Arnie

Arnie Kuenn, President of Vertical Measures presents "8 Links in the Content Marketing Chain" at the SMAZ4 event in Tempe, AZ on February 11th, 2011. Arnie

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Smaz 8 links in the content marketing chain Smaz 8 links in the content marketing chain Presentation Transcript

  • 8 Links in the Content Marketing Chain
    Arnie Kuenn, president, vertical Measures - @arniek
  • Twitter: @ArnieK #TheChain
  • Twitter: @ArnieK #TheChain
  • “The only marketing left is content marketing.”
    Seth Godin, All Around Guru
    Twitter: @ArnieK #TheChain
  • “People need content that makes them more informed before a purchase. Organizations that provide that info will win.”
    Arnie Kuenn, Totally Cool Guy
    Twitter: @ArnieK #TheChain
  • Companies Are Getting It!
    Twitter: @ArnieK #TheChain
  • Twitter: @ArnieK #TheChain
  • 8 Links in the Content Marketing Chain!
    Develop a Content Strategy
    Perform Keyword & Market Research
    Create Great Content
    Optimize Your Content
    Promote Your Content
    Distribute Your Content
    Build Links to Your Content
    Measure – Rinse & Repeat
    Twitter: @ArnieK #TheChain
  • #1 Develop a Content Strategy
    Why are you creating the content you are creating?
    Who is your audience and who are you?
    What will you measure? What does success look like? What is different a year from now?
    Where do you plan to publish your content?
    When & how will you develop your content? (Calendar!)
    Twitter: @ArnieK #TheChain
  • #2 Keyword and Market Research
    Keyword research should be the foundation
    Brainstorm for keyword phrases your customers use
    Use your research to build targeted content
    Think long-tail!
    Try tools like:
    Google keyword suggest & instant search
    Google Adwords keyword tool
    Google Insights & Google Trends
    SEOMoz.org Keyword Difficulty tool
    Bing’s Commercial Intent
    Twitter: @ArnieK #TheChain
  • Online Market Research
    Check trending topics on Twitter, Yahoo and MSN
    Look at answer sites like Yahoo Answers or LinkedIn to figure out what people are asking about in your industry
    Check sites like Digg, StumbleUpon, Reddit and Mixx.
    What are your competitors doing that is working?
    Twitter: @ArnieK #TheChain
  • Identify Types of Content to be Created
    Your research determines what types of content your audience prefers and consumes.
    Twitter: @ArnieK #TheChain
  • Identify Where Content will be Placed
    Your Blog?
    RSS feeds?
    Social accounts?
    News Feeds?
    Sites for Videos, Images, Slides, PR, etc?
    Your web pages for Videos, Images, Slides, PR?
    Will you have content to download?
    Twitter: @ArnieK #TheChain
  • Twitter: @ArnieK #TheChain
  • #3 Create Great Content
    Twitter: @ArnieK #TheChain
  • Brainstorm for Powerful Ideas
    Who?
    Customers, Staff, Friends, Events
    What?
    Highest Viral Potential
    Easiest to Share
    Drive User Generated Content (UGC)?
    Add real value to the reader: Unique, Informative, Entertaining, Relevant
    And remember, customers don’t care about YOU!
    Twitter: @ArnieK #TheChain
  • Must Have a Corporate 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*
    *Hubspot
    Twitter: @ArnieK #TheChain
  • Twitter: @ArnieK #TheChain
    How Often?
  • #4 Must Optimize Your Content
    Content is found through social media and search engines – so optimize it!
    Web pages, News, Local, Images & Videos
    Titles & title tags (viewed in results)
    Description meta tag (viewed in results)
    Image tags
    URL structure
    Page load times
    Twitter: @ArnieK #TheChain
  • #5 Promote 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.
    Those citations & links help your rankings!
    Twitter: @ArnieK #TheChain
  • #6 Distribute Your Content
    RSS feeds
    Email Campaigns
    Article Syndication
    Web 2.0 Sites
    Social Media Sites
    Video, Photo, Presentation & Podcasts sites
    Include links back to you as the source!
    Twitter: @ArnieK #TheChain
  • #7 Build Links to Your Content
    Indentify low hanging fruit
    Internal links
    Blog & forum participation
    Bookmarking sites
    Targeted Links via…
    Competitive research for similar content
    Use search operators to find opportunities
    When all else is equal, links win!
    Twitter: @ArnieK #TheChain
  • #8 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
    Twitter: @ArnieK #TheChain
  • Results Like This…
    Twitter: @ArnieK #TheChain
    19 out of top 25 landing pages
  • Odds of a Grand Slam
    In 2010 (MLB)…
    There were 165,360 total at bats
    About 1 in 4 at bats results in a hit
    About 1 in 36 at bats results in a homerun
    And only 1 in 1,253 at bats results in a grand slam!
    Twitter: @ArnieK #TheChain
  • All 8 Steps Matter
    Develop a Content Strategy
    Perform Keyword & Market Research
    Create Great Content
    Optimize Your Content
    Promote Your Content
    Distribute Your Content
    Build Links to Your Content
    Measure – Rinse & Repeat
    Available April, 2011
    When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration.
    Twitter: @ArnieK #TheChain
  • Content Marketing Workshop
    8 Critical Steps for Successful Content Marketing
    A one-day workshop, April 7, 2011 in Phoenix, AZ
    Each student will leave with:
    Free copy of Don’t Break the Chain
    Free Copies of 5 How-to-Guides:
    Facebook, Twitter, Keyword Research, Local Search, & Blogging
    Workbook filled with exercises, resources and free tools!
    Limited Seats Available - Register by March 1st and receive 40% off!
    Visit verticalmeasures.com/content-marketing-workshop
    Twitter: @ArnieK #TheChain
  • Thank You!Q & A
    Facebook
    LinkedIn Group
    @VerticalMeasure
    Contact:888-476-1881
    www.VerticalMeasures.com