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SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
SMAZ: Winning Content Marketing
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SMAZ: Winning Content Marketing

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On September 9th, 2010 Arnie Kuenn, President of Vertical Measures gave this presentation on creating winning content marketing.

On September 9th, 2010 Arnie Kuenn, President of Vertical Measures gave this presentation on creating winning content marketing.

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  • 1. Winning Tactics for Content Creation and Marketing<br />Presented by <br />Arnie Kuenn (@ArnieK)<br />
  • 2. My Background<br />Internet marketing for about 12 years<br />Formed Vertical Measures about 5 years ago<br />We are an Internet marketing company based here in Phoenix<br />We have 80+ clients from all around the world where we conduct SEO, link building, content & social media marketing<br />Twitter: @ArnieK #SMAZ<br />
  • 3. Before We Begin<br />Educational with real examples<br />Going to move pretty quickly<br />Feel free to stop me and ask questions<br />Twitter: @ArnieK #SMAZ<br />
  • 4. Let’s Get Started<br />How many of you consider yourselves online publishers?<br />How many of you own or manage a website?<br />How many of you spend time and money on marketing your business?<br />Twitter: @ArnieK #SMAZ<br />
  • 5. The New Reality<br />When someone searches online, there are only two possible outcomes:<br />They will find you.<br />They will find your competitor.<br />Search & Social traffic can be so valuable, it can sustain an entire business.<br />If you have a website you ARE a publisher.<br />Content IS the new marketing.<br />Storytelling now gains the advantage online.<br />Twitter: @ArnieK #SMAZ<br />
  • 6. Content is, in fact, the next big thing <br />Here’s a look at Google search returns for “social media” over the past few years: <br />2005: 9,150,000<br />2006: 41,600,000<br />2007: 165,000,000<br />2008: 359,000,000<br />2009: 1,230,000,000<br />  And here’s a look at Google search returns for “content strategy":<br />2006: 5,930,000<br />2007: 8,340,000<br />2008: 137,000,000<br />2009: 337,000,000<br />Kristina Halvorson on February 25th, 2010<br />Twitter: @ArnieK #SMAZ<br />The Numbers Don’t Lie<br />
  • 7. The Content Problem<br />Twitter: @ArnieK #SMAZ<br />
  • 8. Developing Your Content Strategy<br />Organizations are just now beginning to understand that, along with the products & services, one of their core products IS information.<br />You need to:<br />Provide content that gives solutions to some of the toughest problems your customers are facing.<br />Position yourself as the trusted solutions provider for your industry and help people spread the word!<br />Have customers rely on you for your expertise as YOU become the trusted solution in your industry.<br />So you begin as a source of information…. and continue on as their source of products & services.<br />Twitter: @ArnieK #SMAZ<br />
  • 9. Steps to Creating Content<br />Perform Keyword and Market Research<br />Identify Types of Content to be Created<br />Identify Where the Content will be Placed<br />Brainstorm for Powerful Ideas<br />Develop a Plan for Promoting the Content<br />Create Great Content… continuously<br />Twitter: @ArnieK #SMAZ<br />
  • 10. #1 Keyword and Market Research<br />Keyword research should be the foundation<br />Market research helps you understand your target in both search and social.<br />Check trending topics on Twitter, Yahoo and MSN<br />Look at answer sites like Yahoo Answers, FB or LI to figure out what people are asking about in your industry<br />Check sites like Digg, StumbleUpon, Reddit and Mixx. <br />What are your competitors doing that is working?<br />Your content MUST pass the keyword or engagement test.<br />Twitter: @ArnieK #SMAZ<br />
  • 11. #2 Identify Types of Content to be Created<br />Your research determines what types of content your audience prefers and consumes.<br />Blogs<br />Case Studies<br />Community Forums<br />Contests<br />eBooks     <br />eNewsletters<br />Infographics<br />Interviews<br />Online Quizzes<br />Podcasts<br />Videos  <br />Webcasts/Webinars<br />White Papers<br />Twitter: @ArnieK #SMAZ<br />
  • 12. #3 Identify Where the Content will be Placed<br />Your Blog?<br />RSS feeds?<br />Social accounts?<br />Sites for Videos, Images, Slides, PR, etc?<br />Web pages for Videos, Images, Slides, PR?<br />Will you have content to download?<br />Twitter: @ArnieK #SMAZ<br />
  • 13. #4 Brainstorm for Powerful Ideas<br />Highest Viral Potential<br />Easiest to Share<br />Drive User Generated Content (UGC)?<br />Add real value to the reader<br />Unique<br />Informative<br />Entertaining<br />Relevant<br />Buyers need content that makes them smarter and more knowledgeable. Businesses that provide that content will win.<br />Twitter: @ArnieK #SMAZ<br />
  • 14. #5 Develop a Plan for Promoting the Content<br />Social Media is a critical aspect of online publishing. Getting this part right can be the difference between success and failure.  <br />The rewards of social success of content are immense, but doing it poorly can also do real damage.  <br />Understand who your customer is and where they are online.<br />Develop consistent, relevant content in multiple channels.<br />Twitter: @ArnieK #SMAZ<br />
  • 15. #5 (cont.) Leveraging Social Media<br />Let go of all control. Let your ideas spread.<br />Content becomes available to readers any time and any place.<br />People share your ideas, link to your content.<br />Content is found through social media and search engines – so optimize it!<br />Real-time (Twitter & Facebook)<br />Social news (Digg, Reddit, Delicious)<br />Twitter: @ArnieK #SMAZ<br />
  • 16. #6 Create Great Content<br />Twitter: @ArnieK #SMAZ<br />
  • 17. Must Have a Corporate Blog<br />Company Blogs:<br /><ul><li> Gives you a vehicle to post new content
  • 18. Allows for internal linking
  • 19. Keeps the search engines coming back – have 434% more indexed pages
  • 20. Have 2X as many backlinks
  • 21. Your site gets 55% more traffic</li></ul>Twitter: @ArnieK #SMAZ<br />
  • 22. Content Examples<br />All of the following examples are from small to medium businesses<br />All of the following attracted a decent amount of traffic and 100 or more links<br />All of the following examples cost just $100’s to produce<br />Twitter: @ArnieK #SMAZ<br />
  • 23. Lists – People Still Love Them<br />Twitter: @ArnieK #SMAZ<br />
  • 24. Interviews – Makes You the Expert<br />Twitter: @ArnieK #SMAZ<br />
  • 25. Contests – People Love to Win!<br />Twitter: @ArnieK #SMAZ<br />
  • 26. Image Posts – Fast & Easy<br />Twitter: @ArnieK #SMAZ<br />
  • 27. Infographics – Hot Right Now<br />Dream Systems Media<br />Twitter: @ArnieK #SMAZ<br />
  • 28. Webinars – A Lead Generator Too<br />Twitter: @ArnieK #SMAZ<br />
  • 29. Videos – Not as Hard as You Think<br />Twitter: @ArnieK #SMAZ<br />
  • 30. Must Optimize Your Content(in order of importance)<br />Links - internal & external<br />Title tag (viewed in results)<br />Image Alt text <br />H1 tag <br />Description meta tag (viewed in results)<br />URL structure<br />Page load times<br />Twitter: @ArnieK #SMAZ<br />
  • 31. Search Optimization Elements<br />Title tag<br />URL<br />H1 tag<br />Content<br />Meta Description<br />Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization. <br />Twitter: @ArnieK #SMAZ<br />
  • 32. What To Do Next<br />Select someone to be your “publisher”.<br />Put a single person in charge of your content.<br />Create an editorial plan or content strategy.<br />Buy this Book:<br />Twitter: @ArnieK #SMAZ<br />
  • 33. Plug for AZIMA<br />Next Tuesday at 6:00pm, Scottsdale Hilton<br />“Social Media in Politics”<br />Jeremy Vaught & Kevin Spidel<br />Twitter: @ArnieK #SMAZ<br />
  • 34. Thank You!Turn in your cards for this presentation.Q & A<br />Contact:888-476-1881<br />www.VerticalMeasures.com<br />

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