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SMX Advanced - Creating Blockbuster Content

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Google’s prime directive is “create good content.” But a piecemeal approach to creating content won’t cut it. You need a comprehensive content creation strategy to deliver the value that justifies the …

Google’s prime directive is “create good content.” But a piecemeal approach to creating content won’t cut it. You need a comprehensive content creation strategy to deliver the value that justifies the time, money and effort. Our speakers will share content creation tactics that have made them successful. You’ll learn winning approaches for developing, re-purposing and maximizing the value from content, along with the metrics to measure and demonstrate your success.

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  • 1. Arnie Kuenn, CEO, Vertical Measures @ArnieK #SMX How Any Business Can Discover 100’s of Powerful Content Ideas
  • 2. @ArnieK #SMX ABOUT YOUR PRESENTER • Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ • Instructor for the Content Marketing Institute & Online Marketing Institute • Columnist for Marketing Land, Chief Content Officer & LinkedIn • Wrote the content marketing book Accelerate!
  • 3. @ArnieK #SMX
  • 4. @ArnieK #SMX of all consumers use search prior to making a purchase Source: GroupM 93% 86% 90+% of searchers conduct non-branded queries of buyers click on organic links vs. the sponsored ads
  • 5. @ArnieK #SMX Buyers are searching for information that helps them make an informed decision. Businesses that provide that useful information - will win.
  • 6. @ArnieK #SMX Because most of our clients are not the NYY, we strongly suggest playing MONEYBALL 1 in 4 at bats = hit (a success) 1 in 36 at bats = home run (a big success) 1 in 1,691 at bats = grand slam (viral success) @ArnieK #SMX THE ODDS OF HITTING A GRAND SLAM
  • 7. @ArnieK #SMX ( In order to play content MONEYBALL, you need to come up with hundreds of ideas so you can create fresh, useful content on a frequent basis. Here’s how we do it… @ArnieK #SMX
  • 8. @ArnieK #SMX SITE SEARCH
  • 9. @ArnieK #SMX SITE SEARCH
  • 10. @ArnieK #SMX ASK YOUR STAFF!
  • 11. @ArnieK #SMX • What made you trust us? (About Us) • What information do you wish we had provided upon first contact? • What information do you wish we had explained upon completion of services? • What information were you looking for when you began searching for a company like ours? • What do you wish we would do better? ASK YOUR CUSTOMERS… Flow motion cafe
  • 12. @ArnieK #SMX RESEARCH TOOLS Google Keyword Suggest Related Searches
  • 13. @ArnieK #SMX MORE RESEARCH TOOLS YouTube Related Searches
  • 14. @ArnieK #SMX
  • 15. @ArnieK #SMX More than 410 questions about More than 3,400 using broad match! “visit the grand canyon” (exact match)
  • 16. @ArnieK #SMX
  • 17. @ArnieK #SMX Long tail searches are like hitting those singles.
  • 18. @ArnieK #SMX
  • 19. @ArnieK #SMX
  • 20. @ArnieK #SMX
  • 21. @ArnieK #SMX OPENSITEEXPLORER.ORG
  • 22. @ArnieK #SMX LIST ALL CONTENT IDEAS IN A SPREADSHEET
  • 23. @ArnieK #SMX PUT TOGETHER AN EDITORIAL CALENDAR
  • 24. @ArnieK #SMX PUT TOGETHER AN EDITORIAL CALENDAR
  • 25. @ArnieK #SMX VerticalMeasures.com/calendar PUT TOGETHER AN EDITORIAL CALENDAR
  • 26. @ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS
  • 27. @ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS
  • 28. @ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS Lead generator Link attractor Long life span
  • 29. @ArnieK #SMX
  • 30. @ArnieK #SMX
  • 31. @ArnieK #SMX
  • 32. @ArnieK #SMX
  • 33. @ArnieK #SMX • Yale’s traffic has grown from 40,000 visitors to 150,000 annually • Leads have grown from 800 to 2,300 monthly! • Revenue is up by 40% since starting their content marketing program. • And according their president Steve Sheinkopf: “Profitability is up way more than that, because we eliminated other marketing expenses.” THE RESULTS…
  • 34. @ArnieK #SMX ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
  • 35. @ArnieK #SMX Courtesy of The Sales Lion
  • 36. @ArnieK #SMX Courtesy of The Sales Lion
  • 37. @ArnieK #SMX Courtesy of The Sales Lion
  • 38. @ArnieK #SMX 5 MONTHS
  • 39. @ArnieK #SMX 4.5 MONTHS
  • 40. @ArnieK #SMX 6.5 MONTHS
  • 41. @ArnieK #SMX REMEMBER: 1 in 4 at bats = hit ( The key is to keep going to the plate, take your swings, be happy with your singles, and do it over and over again! @ArnieK #SMX THE ODDS OF HITTING A GRAND SLAM
  • 42. @ArnieK #SMX
  • 43. @ArnieK #SMX
  • 44. The best time to start a content marketing program is 5 years ago. The second best time is NOW! @ArnieK #SMX
  • 45. @ArnieK #SMX SHAMELESS PLUG We offer the best content marketing workshops in the industry and can bring them to you.
  • 46. @ArnieK #SMX More Traffic. More Leads. More Business. www.VerticalMeasures.com Tweet: @ArnieK’s Content Marketing Book – is FREE on Amazon Kindle – Today only! #SMX