Shana Sullivan

1. Presented by Shana Sullivan
FROM FRUSTRATION
TO SUCCESS WITH
CONTENT MARKETING

2. @ShanaSullivan38
About Your Presenter...
● Project Manager and Trainer at Vertical
Measures, a 50 person PPC, SEO &
Content Marketing agency in Phoenix, AZ
● Sample of our 40+ clients:

4. @ShanaSullivan38

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Executive team
is not leading
the way

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Content marketing isn’t a
campaign, a tactic, or a
strategy.
Content marketing is a culture.

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The wrong
kind of
strategy
v

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This is how we work with clients today

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Failure to
amplify

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1. Organic
• Links
• Social
• Influencers
• Distribution
2. Paid
• Press releases
• Influencers
• PPC
If you build it, they (might) come

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Nurturing
leads is an
afterthought

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It’s Not that Hard!

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Lack of
optimization

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Source: https://chitika.com/google-positioning-value

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86% of
searchers
conduct non-
branded queries
86%86%
93% of all
consumers use
search prior to
making a
purchase
93%

17. @ShanaSullivan38
1. Unintentional
duplicate content
2. Slow page-load times
3. Poor HTML
4. Poorly optimized
images/videos
5. Bad backlinks/Not
enough
6. Thin content
7. Not Mobile Friendly
Most Common SEO Problems

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SEO Learning Series: 101, 202, Penalties & More
Watch Videos: VerticalMeasures.com/resources/seo

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You’re
afraid to
publish
the best
content

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• Cost/Price
• Problems/Issues
• VS./Comparisons
• Reviews
• Best/Top
• Resource Pages
What People Actually Look For

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Ideation
gone
awry

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Ask your Staff!

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Google Suggest

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KeywordTool.io

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Pro tip

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How to Grow Your Business Without Keywords Video
Watch: VerticalMeasures.com/ideation

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No matter how big or small you are

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Or what industry you’re in…

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Our own client example
Started publishing content weekly
Since March 2016, organic traffic
is up 240%, leads are up 221%.

35. @ShanaSullivan38
In summary…
1. Your whole company needs to buy-in and truly
understand Content Marketing
2. You need to have a documented, agile strategy
3. You must create content people are actually
searching for!
4. You must not skip the ideation step.

36. @ShanaSullivan38
The companies that truly
understand these principles
are the ones doing incredible
things online.

37. Tweet: @VerticalMeasure’s
Content Marketing book is
FREE at
http://vert.ms/cmworks
Thank You!
@ArnieK
#DSP15