Arnie Kuenn, CEO, Vertical Measures
@ArnieK #SMX
How Any Business Can
Discover 100’s of
Powerful Content Ideas
@ArnieK #SMX
ABOUT YOUR PRESENTER
• Vertical Measures is a 45 person search,
social & content marketing agency in
Phoenix,...
@ArnieK #SMX
@ArnieK #SMX
of all consumers use
search prior to making a
purchase
Source: GroupM
93%
86%
90+%
of searchers conduct
non-b...
@ArnieK #SMX
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide that
...
@ArnieK #SMX
Because most of our clients are not the NYY, we
strongly suggest playing MONEYBALL
1 in 4 at bats = hit (a su...
@ArnieK #SMX
(
In order to play content MONEYBALL, you need
to come up with hundreds of ideas so you can
create fresh, use...
@ArnieK #SMX
SITE SEARCH
@ArnieK #SMX
SITE SEARCH
@ArnieK #SMX
ASK YOUR
STAFF!
@ArnieK #SMX
• What made you trust us? (About Us)
• What information do you wish we had
provided upon first contact?
• Wha...
@ArnieK #SMX
RESEARCH TOOLS
Google Keyword
Suggest
Related
Searches
@ArnieK #SMX
MORE RESEARCH TOOLS
YouTube Related
Searches
@ArnieK #SMX
@ArnieK #SMX
More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
@ArnieK #SMX
@ArnieK #SMX
Long tail searches are
like hitting those
singles.
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
OPENSITEEXPLORER.ORG
@ArnieK #SMX
LIST ALL CONTENT IDEAS
IN A SPREADSHEET
@ArnieK #SMX
PUT TOGETHER AN EDITORIAL
CALENDAR
@ArnieK #SMX
PUT TOGETHER AN EDITORIAL
CALENDAR
@ArnieK #SMX
VerticalMeasures.com/calendar
PUT TOGETHER AN EDITORIAL
CALENDAR
@ArnieK #SMX
FREE GUIDES, CASE STUDIES
& WHITE PAPERS
@ArnieK #SMX
FREE GUIDES, CASE STUDIES
& WHITE PAPERS
@ArnieK #SMX
FREE GUIDES, CASE STUDIES
& WHITE PAPERS
Lead generator
Link attractor
Long life span
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
• Yale’s traffic has grown from 40,000
visitors to 150,000 annually
• Leads have grown from 800 to 2,300
mont...
@ArnieK #SMX
ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
@ArnieK #SMX
Courtesy of The Sales Lion
@ArnieK #SMX
Courtesy of The Sales Lion
@ArnieK #SMX
Courtesy of The Sales Lion
@ArnieK #SMX
5 MONTHS
@ArnieK #SMX
4.5 MONTHS
@ArnieK #SMX
6.5 MONTHS
@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 ...
@ArnieK #SMX
@ArnieK #SMX
The best time to start
a content marketing
program is 5 years ago.
The second best time is NOW!
@ArnieK #SMX
@ArnieK #SMX
SHAMELESS PLUG
We offer the best
content marketing
workshops in the
industry and can
bring them to you.
@ArnieK #SMX
More Traffic. More Leads. More Business.
www.VerticalMeasures.com
Tweet:
@ArnieK’s Content Marketing
Book – i...
SMX Advanced - Creating Blockbuster Content
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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 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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SMX Advanced - Creating Blockbuster Content

  1. 1. Arnie Kuenn, CEO, Vertical Measures @ArnieK #SMX How Any Business Can Discover 100’s of Powerful Content Ideas
  2. 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. 3. @ArnieK #SMX
  4. 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. 5. @ArnieK #SMX Buyers are searching for information that helps them make an informed decision. Businesses that provide that useful information - will win.
  6. 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. 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. 8. @ArnieK #SMX SITE SEARCH
  9. 9. @ArnieK #SMX SITE SEARCH
  10. 10. @ArnieK #SMX ASK YOUR STAFF!
  11. 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. 12. @ArnieK #SMX RESEARCH TOOLS Google Keyword Suggest Related Searches
  13. 13. @ArnieK #SMX MORE RESEARCH TOOLS YouTube Related Searches
  14. 14. @ArnieK #SMX
  15. 15. @ArnieK #SMX More than 410 questions about More than 3,400 using broad match! “visit the grand canyon” (exact match)
  16. 16. @ArnieK #SMX
  17. 17. @ArnieK #SMX Long tail searches are like hitting those singles.
  18. 18. @ArnieK #SMX
  19. 19. @ArnieK #SMX
  20. 20. @ArnieK #SMX
  21. 21. @ArnieK #SMX OPENSITEEXPLORER.ORG
  22. 22. @ArnieK #SMX LIST ALL CONTENT IDEAS IN A SPREADSHEET
  23. 23. @ArnieK #SMX PUT TOGETHER AN EDITORIAL CALENDAR
  24. 24. @ArnieK #SMX PUT TOGETHER AN EDITORIAL CALENDAR
  25. 25. @ArnieK #SMX VerticalMeasures.com/calendar PUT TOGETHER AN EDITORIAL CALENDAR
  26. 26. @ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS
  27. 27. @ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS
  28. 28. @ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS Lead generator Link attractor Long life span
  29. 29. @ArnieK #SMX
  30. 30. @ArnieK #SMX
  31. 31. @ArnieK #SMX
  32. 32. @ArnieK #SMX
  33. 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. 34. @ArnieK #SMX ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
  35. 35. @ArnieK #SMX Courtesy of The Sales Lion
  36. 36. @ArnieK #SMX Courtesy of The Sales Lion
  37. 37. @ArnieK #SMX Courtesy of The Sales Lion
  38. 38. @ArnieK #SMX 5 MONTHS
  39. 39. @ArnieK #SMX 4.5 MONTHS
  40. 40. @ArnieK #SMX 6.5 MONTHS
  41. 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. 42. @ArnieK #SMX
  43. 43. @ArnieK #SMX
  44. 44. The best time to start a content marketing program is 5 years ago. The second best time is NOW! @ArnieK #SMX
  45. 45. @ArnieK #SMX SHAMELESS PLUG We offer the best content marketing workshops in the industry and can bring them to you.
  46. 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
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