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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