SMAZ: Winning Content Marketing

SMAZ: Winning Content Marketing



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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    SMAZ: Winning Content Marketing SMAZ: Winning Content Marketing Presentation Transcript

    • Winning Tactics for Content Creation and Marketing
      Presented by
      Arnie Kuenn (@ArnieK)
    • 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
    • Before We Begin
      Educational with real examples
      Going to move pretty quickly
      Feel free to stop me and ask questions
      Twitter: @ArnieK #SMAZ
    • 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
    • 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
    • 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
    • The Content Problem
      Twitter: @ArnieK #SMAZ
    • 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
    • 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
    • #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
    • #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
    • #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
    • #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
    • #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
    • #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
    • #6 Create Great Content
      Twitter: @ArnieK #SMAZ
    • Must Have a Corporate Blog
      Company Blogs:
      • 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
      Twitter: @ArnieK #SMAZ
    • 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
    • Lists – People Still Love Them
      Twitter: @ArnieK #SMAZ
    • Interviews – Makes You the Expert
      Twitter: @ArnieK #SMAZ
    • Contests – People Love to Win!
      Twitter: @ArnieK #SMAZ
    • Image Posts – Fast & Easy
      Twitter: @ArnieK #SMAZ
    • Infographics – Hot Right Now
      Dream Systems Media
      Twitter: @ArnieK #SMAZ
    • Webinars – A Lead Generator Too
      Twitter: @ArnieK #SMAZ
    • Videos – Not as Hard as You Think
      Twitter: @ArnieK #SMAZ
    • 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
    • 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
    • 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
    • Plug for AZIMA
      Next Tuesday at 6:00pm, Scottsdale Hilton
      “Social Media in Politics”
      Jeremy Vaught & Kevin Spidel
      Twitter: @ArnieK #SMAZ
    • Thank You!Turn in your cards for this presentation.Q & A