Your SlideShare is downloading. ×
Social Media Optimization Summit
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Media Optimization Summit


Published on

Published in: Business, Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Creating Content That Gets Results: 8 Steps
    Arnie Kuenn, president, vertical Measures - @arniek
  • 2. About Your Presenter…
    • President of Vertical Measures in Phoenix, AZ
    • 3. Founder of the Arizona Interactive Marketing Association (AZIMA)
    • 4. Instructor for the Content Marketing Institute & Online Marketing Institute
    • 5. Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
    Available on Amazon
    Twitter: @ArnieK
  • 6. Google Panda Update
    Biggest Google Algorithm update in years
    100% Algorithmic, No Manual Changes
    Clobbered Content Farms & Article Sites
    Even YOUR website could be affected if you have pages with weak content
    More Coming with Respect to Cleaning Up Spam on the Web (IMO)
    Twitter: @ArnieK
  • 7. “Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.”
    Matt Cutts & Amit Singhal (WSJ – 2/28/11)
    Twitter: @ArnieK
  • 8. The New Marketing is Content Marketing
    If you have a website,
    you’re now a publisher
    Twitter: @ArnieK
  • 9.
  • 10. Companies Are Getting It!
    Twitter: @ArnieK
  • 11. Twitter: @ArnieK
  • 12. Twitter: @ArnieK
  • 13. Develop Your Strategy
    Why are you creating the content you are creating?
    Who is your audience and who are you?
    What will you measure?
    What is different a year from now?
    Where do you plan to publish your content?
    When & how will you develop your content?
  • 14. Why Are You Creating Your Content?
    • Strategy will evolve through the whole process
    • 15. Have you taken an inventory of your current content?
    • 16. What will your new content accomplish?
    • 17. Customer Retention?
    • 18. Lead Generation?
    • 19. Thought Leadership?
    • 20. Lower Customer Service Costs?
    • 21. Open New Markets?
    Twitter: @ArnieK
  • 22. When & How Will You Develop Your Content?
    1-7-30-4-2-1 Plan
    1=Daily (Twitter, Blog)
    7=Weekly (eNewsletter)
    30=Monthly (Webinar)
    4=Quarterly (eBook, Magazine)
    2=Bi-Annually (User Event)
    1=Yearly (Large Research Project)
    Twitter: @ArnieK
  • 23. Twitter: @ArnieK
  • 24. Start With Keyword Research
    Keyword research should be the foundation
    Brainstorm for keyword phrases your customers use when searching
    Use tools like:
    Google keyword suggest & instant search
    Google Adwords keyword tool
    Bing’s Commercial Intent
    Think long-tail!
    Twitter: @ArnieK
  • 25. Then Do Online Market Research
    Check trending topics on Twitter, Yahoo and MSN
    Answer sites: Yahoo Answers, Quora, LinkedIn or Facebook
    Check sites like Digg, StumbleUpon, Reddit and Mixx.
    Check Google’s Discussions in search
    Twitter: @ArnieK
  • 26. What Works For Your Competitors?
    Twitter: @ArnieK
  • 27. Determine Types of Content to Create
    Twitter: @ArnieK
  • 28. List The Possibilities
    Twitter: @ArnieK
  • 29. Twitter: @ArnieK
  • 30. Create Great Content
    Twitter: @ArnieK
  • 31. Lists – People Still Love Them
    Twitter: @ArnieK
  • 32. Interviews – Makes You the Expert
    Twitter: @ArnieK
  • 33. Contests – People Love to Win!
    Twitter: @ArnieK
  • 34. Image Posts – Fast & Easy
    Twitter: @ArnieK
  • 35. Infographics – Hot Right Now
    Twitter: @ArnieK
  • 36. Podcasts – Easy to Implement
    Twitter: @ArnieK
  • 37. Content Curation/Aggregation
    Twitter: @ArnieK
  • 38. White Papers – Become an Authority
    Twitter: @ArnieK
  • 39. eBooks – Revenue & Respect
    Twitter: @ArnieK
  • 40. Community Forums – Great UGC
    • 41.
    Twitter: @ArnieK
  • 42. Webinars – A Lead Generator Too
    Twitter: @ArnieK
  • 43. Videos – Not as Hard as You Think
    Twitter: @ArnieK
  • 44. Let’s Not Forget Product Pages
    Optimized Title
    Detailed Description
    Images & Video
    Product Comparisons 
    User Generated Content
    Zappos, Amazon are great examples
    Twitter: @ArnieK
  • 45. Benefits of a Corporate Blog
    • Gives you a vehicle to post new content
    • 46. Allows for internal linking
    • 47. Keeps the search engines coming back – have 434%more indexed pages*
    • 48. Have 2X as many backlinks*
    • 49. Your site gets 55% more traffic*
    • 50. You have 79% more Twitter followers*
    Twitter: @ArnieK
  • 51. How Often Should We Post?
    Twitter: @ArnieK
  • 52. Long Tail is the Key!
    Twitter: @ArnieK
  • 53. Twitter: @ArnieK
  • 54. Optimize Your Content
    Twitter: @ArnieK
  • 55. All Different – But Core Items
    Content is found through social media and search engines – so optimize it!
    Web pages, News, Local, Images & Videos
    Links pointing to your content
    Titles & title tags (viewed in results)
    Description meta tag (viewed in results)
    Image alt text tags
    H1 Tag (headline tag – only one!)
    URL structure (short & include KW’s)
    Page load times
    Twitter: @ArnieK
  • 56. 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
  • 57. Local Search Optimization
    • Submit to: Google Local, Yahoo, Microsoft, Yelp
    • 58. NAP: Name, Address and Phone Number on each page of website- indexable, not an image
    • 59. Meta Data: All pages with local content should have properly optimized meta data with those geo-specific keyword phrases
    • 60. Microformats: wrap location-specific information such as address and phone number to increase chances of search engines picking this up and displaying as rich snippets in SERPS
    Twitter: @ArnieK
  • 61. Optimization – Localized Content
    Create an area on your website for each location, each optimized for geo-specific keyword phrases
    Include geo-tagged photos, videos and other multimedia elements specific to each location
    Include directions and maps for each location, making it easy for people to find you – great for SEO
    Consider having a blog for each location, creates a targeted and personal approach appealing to visitors in each area
    Twitter: @ArnieK
  • 62. How to Optimize Images
    Image files should be compressed as much as reasonably possible to reduce file size. Smaller files mean faster site load speeds.
    Use relevant keywords in image filenames, separated by dashes (not underscores). Instead of "DL000031.jpg", use something like "red-sports-car.jpg"
    Make sure <img> tags have their "alt" and "title" attributes defined with descriptive, concise, keyword-related text. Do not stuff <img> attributes.
    Context matters. Google looks at content placed around the image, like titles and captions, for context about your image.
    Be sure to include images in your sitemap. The XML tags provide additional opportunities to define an image's title, caption, and even geographic location.
    Twitter: @ArnieK
  • 63. How to Optimize Videos
    Specific, Compelling Title –Would you click on “Our Company” or “” neither will your audience.
    Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section. Don’t be dishonest, but if there are pop culture or social media references in the video, tag them accordingly.
    Description -  Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description.
    Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use. The online video audience is very forgiving of skill level, but a low resolution video can make it difficult to see what is going on.
    Thumbnail Image – If it’s an organically made video (not planned), pick the most visually compelling of the options they give you.
    Twitter: @ArnieK
  • 64. Twitter: @ArnieK
  • 65. #5 Promote Your Content
    • Understand who your customer is and where they are online.
    • 66. Conduct PR and blogger pitches
    • 67. Develop relationships & build partnerships
    • 68. People share your ideas, link to your content.
    • 69. Those references and citations will help with rankings
    Twitter: @ArnieK
  • 70. Facebook – The Motor Lodge (Prescott, AZ)
    Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight from 5:30-6:30pm (the official Lighting Ceremony is Saturday).
    Time to get shopping so, for our Facebook buddies we will add 15% to any gift certificate that you purchase for holiday giving. Think of it, you provide a fun place to stay for your favorite people while appearing to be 15% more generous than you really are...It's a win, win!
    We thought you should know that waterboarding at The Motor Lodge has stopped! In case you never had the chance to experience the torture that was our showers, imagine standing in a phone booth while a 55 gallon drum of water was dumped on you from 8' up (a classic case of form over function...sorry). New and improved, ...adjustable and reachable showerheads make cleansing your beautiful body an absolute pleasure. Enjoy!
    Time to name the cat that adopted us 3 months ago! Whoever comes up with the winning name wins a free night in our swankiest room, #6. The cat is a neutered male, very friendly, green eyes and has a hole in his left ear. Voting ends Sunday at 5pm. (The post included a video of the cat.)
    Twitter: @ArnieK
  • 71. Twitter – AJ Bombers
    Milwaukee restaurant formed a community by publishing specials & answering customer questions
    Have more than 16,000 followers
    Estimate 75 percent of customers are Twitter followers
    Treat everyone on Twitter as if they are regulars
    Allow customers to write their Twitter names on the walls of the restaurant
    Twitter: @ArnieK
  • 72. Twitter: @ArnieK
  • 73. #6 Distribute or Repurpose Content
    RSS feeds
    Email Campaigns
    Article Syndication
    Web 2.0 Sites
    Social Media Sites
    Video, Photo, Presentation & Podcasts sites
    These links will help your rankings!
    Twitter: @ArnieK
  • 74. Twitter: @ArnieK
  • 75. #7 Build Links to Your Content
    • Identify low hanging fruit
    • 76. Internal links
    • 77. Blog & forum participation
    • 78. Targeted Links via…
    • 79. Competitive research for similar content
    • 80. Use search operators to find opportunities
    • 81. Ask your clients & suppliers for links!
    • 82. Offer t-shirts, gift cards, discounts, etc.
    • 83. Or even a good old fashion reciprocal link
    • 84. When all else is equal, links win!
    Twitter: @ArnieK
  • 85. Twitter: @ArnieK
  • 86. #8 Measure!
    Measure for successes… and failures
    Check your rankings, traffic, conversions and other key metrics
    Focus on the strategies that are providing the best ROI and keep rolling out the content
    Twitter: @ArnieK
  • 87. “People need content that makes them more informed before a purchase. Organizations that provide that info will win.”
    Arnie Kuenn, Totally Cool Guy
    Twitter: @ArnieK
  • 88. Success Like This…
    Twitter: @ArnieK
  • 89. Results Like This…
    19 out of top 25 landing pages
    Twitter: @ArnieK
  • 90. All 8 Steps Matter
    Only $14.36 on Amazon! 
    When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration.
    Twitter: @ArnieK
  • 91. Additional Resources
    SEO Educational Videos:
    Internet Marketing & Related Webinars:
    How-To Books
    Twitter: @ArnieK
  • 92. Thank You!
    Can be found on:
    LinkedIn Group