1) Arnie Kuenn discusses the convergence of search, social, and content marketing and outlines an 8 step process for an effective content marketing strategy. 2) The 8 steps include developing a strategy, conducting keyword and market research, creating optimized content, promoting and distributing content, building links, and measuring results. 3) Following the 8 steps can lead to positive results like increased traffic, more indexed pages, and content comprising the top landing pages.

1. Convergence of Search, Social & Content MarketingArnie Kuenn, president, vertical Measures - @arniek

3. Twitter: @ArnieK #Content

4. “…create great linkable content…”“…great content WILL triumph.”Matt Cutts, head of the webspam team at Google.Twitter: @ArnieK # Content

5. Companies Are Getting It!Twitter: @ArnieK # Content

6. Twitter: @ArnieK # Content

7. 8 Steps in the Content MarketingChain!Twitter: @ArnieK #Content

8. #1 Develop Your StrategyWhy are you creating the content you are creating? Who is your audience and who are you?What will you measure? What does success look like? What is different a year from now?Where do you plan to publish your content?When & how will you develop your content? (Calendar!)Twitter: @ArnieK # Content

9. #2 Keyword & Market ResearchKeyword research should be the foundationBrainstorm for keyword phrases your customers use when searchingUse your research to build targeted content Think long-tail!Try tools like:Google keyword suggest & instant searchGoogle Adwords keyword toolGoogle Insights & Google TrendsSEOMoz.org Keyword Difficulty toolBing’s Commercial IntentTwitter: @ArnieK # Content

10. Online Market ResearchCheck trending topics on Twitter, Yahoo and MSNLook at answer sites like Yahoo Answers or LinkedIn to figure out what people are asking about in your industryCheck sites like Digg, StumbleUpon, Reddit and Mixx. What are your competitors doing that is working?Twitter: @ArnieK # Content

11. Identify Types of Content to be CreatedYour research determines what types of content your audience prefers and consumes.Twitter: @ArnieK # Content

12. Identify Where Content will be PlacedYour Blog?RSS feeds?Social accounts?News Feeds?Sites for Videos, Images, Slides, PR, etc?Your web pages for Videos, Images, Slides, PR?Will you have content to download?Twitter: @ArnieK # Content

13. #3 Create Great ContentTwitter: @ArnieK # Content

14. Brainstorm for Powerful IdeasWho?Customers, Staff, Friends, EventsWhat?Highest Viral PotentialEasiest to ShareDrive User Generated Content (UGC)?Add real value to the reader: Unique, Informative, Entertaining, RelevantAnd remember, customers don’t care about YOU!Twitter: @ArnieK # Content

15. Must Have a Corporate BlogGives you a vehicle to post new content

16. Allows for internal linking

17. Keeps the search engines coming back – have 434% more indexed pages*

18. Have 2X as many backlinks*

19. Your site gets 55% more traffic*

20. You have 79% more Twitter followers* *HubspotTwitter: @ArnieK #Content

21. Twitter: @ArnieK # ContentHow Often?

22. #4 Must Optimize Your ContentContent is found through social media and search engines – so optimize it!Web pages, News, Local, Images & VideosLinks pointing to your contentTitles & 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 timesTwitter: @ArnieK # Content

23. #5 Promote Your ContentUnderstand who your customer is and where they are online.Conduct PR and blogger pitchesDevelop relationships & build partnershipsPeople share your ideas, link to your content.Those references and citations will help with rankingsTwitter: @ArnieK # Content

24. #6 Distribute or Repurpose ContentRSS feedsEmail CampaignsArticle SyndicationWeb 2.0 SitesSocial Media SitesVideo, Photo, Presentation & Podcasts sitesThese links will help your rankings!Twitter: @ArnieK# Content

25. #7 Build Links to Your ContentIndentify low hanging fruitInternal linksBlog & forum participationTargeted Links via…Competitive research for similar contentUse search operators to find opportunitiesWhen all else is equal, links win!Twitter: @ArnieK # Content