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