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.

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SMAZ: Winning Content Marketing

  1. 1. Winning Tactics for Content Creation and Marketing<br />Presented by <br />Arnie Kuenn (@ArnieK)<br />
  2. 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. 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. 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. 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. 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. 7. The Content Problem<br />Twitter: @ArnieK #SMAZ<br />
  8. 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. 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. 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. 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. 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. 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. 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. 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. 16. #6 Create Great Content<br />Twitter: @ArnieK #SMAZ<br />
  17. 17. Must Have a Corporate Blog<br />Company Blogs:<br /><ul><li> Gives you a vehicle to post new content
  18. 18. Allows for internal linking
  19. 19. Keeps the search engines coming back – have 434% more indexed pages
  20. 20. Have 2X as many backlinks
  21. 21. Your site gets 55% more traffic</li></ul>Twitter: @ArnieK #SMAZ<br />
  22. 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. 23. Lists – People Still Love Them<br />Twitter: @ArnieK #SMAZ<br />
  24. 24. Interviews – Makes You the Expert<br />Twitter: @ArnieK #SMAZ<br />
  25. 25. Contests – People Love to Win!<br />Twitter: @ArnieK #SMAZ<br />
  26. 26. Image Posts – Fast & Easy<br />Twitter: @ArnieK #SMAZ<br />
  27. 27. Infographics – Hot Right Now<br />Dream Systems Media<br />Twitter: @ArnieK #SMAZ<br />
  28. 28. Webinars – A Lead Generator Too<br />Twitter: @ArnieK #SMAZ<br />
  29. 29. Videos – Not as Hard as You Think<br />Twitter: @ArnieK #SMAZ<br />
  30. 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. 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. 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. 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. 34. Thank You!Turn in your cards for this presentation.Q & A<br />Contact:888-476-1881<br /><br />