8 Steps to Discovering and Creating Content Your Audience Will Love
How to Win at Search, Social
and Content Marketing!
President, Vertical Measures
“8 Steps to Discovering & Creating
Content Your Market Will Love”
ABOUT YOUR PRESENTER…
• President of Vertical Measures – A Search,
Social & Content Marketing Agency
• Instructor for the Content Marketing
Institute & Online Marketing Institute
• Been an Internet marketer longer than
Google has existed.
DEVELOP YOUR STRATEGY
Strategy will evolve through the whole process
Why are you creating the content you are creating?
Who is your audience?
Who are you? – Determine your “voice”
What types of content will you create?
How will you develop your content?
When will you develop your content?
What does success look like?
What is different a year from now?
BUYERS NEED INFORMATION
THAT MAKES THEM MORE
BUSINESSES THAT PROVIDE THAT
CONTENT WILL WIN.
START WITH RESEARCH
More than 112
More than 3,600
using broad match!
FREE GUIDES TO BUILD YOUR LIST
- Lead generator
- Link attractor
- Long life span
474 backlinks from 123 unique domains
ALL DIFFERENT – BUT CORE ELEMENTS
Web pages, News, Local, Images
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!)
Page load times
Freshness of content
DISTRIBUTE OR REPURPOSE YOUR CONTENT
Source: CMI & MarketingProfs
BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit
– Internal links
– Guest blog posts or articles
– Blog & forum participation
– Where you have relationships
– Local partners & listings
– Competitive research for similar content
• The best links:
– Are from trusted sites
– Have varied anchor text
– Are from many different, relevant websites
– Determined editorially
• Measure for
• Check your rankings,
and other key metrics
• Focus on the
strategies that are
providing the best
ROI and keep rolling
out the content
ADVERTISING IS JUST RENTING THE SPACE.
CONTENT MARKETING IS OWNING IT FOREVER.
THANK YOU VERY MUCH!
More Traffic. More Leads. More Business.