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How to Play Content 
Moneyball 
Arnie 
Kuenn, 
CEO, 
Ver.cal 
Measures 
@ArnieK 
#SMX
@ArnieK #SMX 
ABOUT YOUR PRESENTER 
• Ver.cal 
Measures 
is 
a 
45 
person 
search, 
social 
& 
content 
marke.ng 
agency ...
@ArnieK #SMX
@ArnieK #SMX 
of all consumers use 
search prior to making a 
purchase 
Source: GroupM 
93% 
86% 
90+% 
of searchers condu...
@ArnieK #SMX 
Buyers are searching for 
information that helps them 
make an informed decision. 
Businesses that provide t...
@ArnieK #SMX
@ArnieK #SMX 
Because most of our clients are not the NYY, we 
strongly suggest playing MONEYBALL 
1 in 4 at bats = hit (a...
@@ArnieK ArnieK #SMX 
( 
In order to play content MONEYBALL, you need 
to come up with hundreds of ideas so you can 
creat...
@ArnieK #SMX 
ASK YOUR 
STAFF!
@ArnieK #SMX 
ASK YOUR CUSTOMERS… 
• What made you trust us? (About Us) 
• What information do you wish we had 
provided u...
@ArnieK #SMX 
RESEARCH TOOLS 
Google Keyword 
Suggest 
Related 
Searches
@ArnieK #SMX 
KeywordTool.io
@ArnieK #SMX
@ArnieK #SMX 
More than 410 
questions about 
“visit the grand canyon” 
(exact match) 
More than 3,400 
using broad match!
@ArnieK #SMX
@ArnieK #SMX 
Long tail searches are 
like hitting those 
singles.
@ArnieK #SMX
@ArnieK #SMX
LIST ALL CONTENT IDEAS @ArnieK #SMX 
IN A SPREADSHEET
PUT TOGETHER AN EDITORIAL @ArnieK #SMX 
CALENDAR
FREE GUIDES, CASE STUDIES @ArnieK #SMX 
& WHITE PAPERS
FREE GUIDES, CASE STUDIES @ArnieK #SMX 
& WHITE PAPERS
FREE GUIDES, CASE STUDIES @ArnieK #SMX 
& WHITE PAPERS 
Lead generator 
Link attractor 
Long life span
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX 
THE RESULTS… 
• Yale’s traffic has grown from 40,000 
visitors to 150,000 annually 
• Leads have grown from ...
@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 ...
@ArnieK #SMX
@ArnieK #SMX
@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 
boo...
How to Play Content Moneyball By Arnie Kuenn
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How to Play Content Moneyball By Arnie Kuenn

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From the SMX East 2014 Conference in New York City, NY. SESSION: Creating Blockbuster Content For Brands & Beyond. PRESENTATION: How to Play Content Moneyball - Given by Arnie Kuenn, @ArnieK, CEO - Verticle Measures. #SMX #32A

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How to Play Content Moneyball By Arnie Kuenn

  1. 1. How to Play Content Moneyball Arnie Kuenn, CEO, Ver.cal Measures @ArnieK #SMX
  2. 2. @ArnieK #SMX ABOUT YOUR PRESENTER • Ver.cal Measures is a 45 person search, social & content marke.ng agency in Phoenix, AZ • Instructor for the Content Marke.ng Ins.tute & Online Marke.ng Ins.tute • Columnist for Marke.ng Land, Chief Content Officer & LinkedIn • Wrote the content marke.ng 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
  7. 7. @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 THE ODDS OF HITTING A GRAND SLAM
  8. 8. @@ArnieK 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…
  9. 9. @ArnieK #SMX ASK YOUR STAFF!
  10. 10. @ArnieK #SMX ASK YOUR CUSTOMERS… • 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? Flow motion cafe
  11. 11. @ArnieK #SMX RESEARCH TOOLS Google Keyword Suggest Related Searches
  12. 12. @ArnieK #SMX KeywordTool.io
  13. 13. @ArnieK #SMX
  14. 14. @ArnieK #SMX More than 410 questions about “visit the grand canyon” (exact match) More than 3,400 using broad match!
  15. 15. @ArnieK #SMX
  16. 16. @ArnieK #SMX Long tail searches are like hitting those singles.
  17. 17. @ArnieK #SMX
  18. 18. @ArnieK #SMX
  19. 19. LIST ALL CONTENT IDEAS @ArnieK #SMX IN A SPREADSHEET
  20. 20. PUT TOGETHER AN EDITORIAL @ArnieK #SMX CALENDAR
  21. 21. FREE GUIDES, CASE STUDIES @ArnieK #SMX & WHITE PAPERS
  22. 22. FREE GUIDES, CASE STUDIES @ArnieK #SMX & WHITE PAPERS
  23. 23. FREE GUIDES, CASE STUDIES @ArnieK #SMX & WHITE PAPERS Lead generator Link attractor Long life span
  24. 24. @ArnieK #SMX
  25. 25. @ArnieK #SMX
  26. 26. @ArnieK #SMX
  27. 27. @ArnieK #SMX
  28. 28. @ArnieK #SMX THE RESULTS… • 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.”
  29. 29. @ArnieK #SMX ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
  30. 30. @ArnieK #SMX Courtesy of The Sales Lion
  31. 31. @ArnieK #SMX Courtesy of The Sales Lion
  32. 32. @ArnieK #SMX Courtesy of The Sales Lion
  33. 33. @ArnieK #SMX 5 MONTHS
  34. 34. @ArnieK #SMX 4.5 MONTHS
  35. 35. @ArnieK #SMX 6.5 MONTHS
  36. 36. @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 THE ODDS OF HITTING A GRAND SLAM
  37. 37. @ArnieK #SMX
  38. 38. @ArnieK #SMX
  39. 39. @ArnieK #SMX
  40. 40. @ArnieK #SMX SHAMELESS PLUG We offer the best content marketing workshops in the industry and can bring them to you.
  41. 41. @ArnieK #SMX More Traffic. More Leads. More Business. www.VerticalMeasures.com Tweet: @ArnieK’s content marketing book @AccelerateBook – is FREE on Amazon Kindle – Today only! #SMX

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