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Quinn Tempest - From Frustration to Success with Content Marketing
- 1. Presented by Quinn Tempest vert.ms/f2scontent @QuinnTempest #DSPhilly From Frustration to Success with Content Marketing
- 2. @QuinnTempest #DSPhilly About Me... ● Director of Marketing at Vertical Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ ● Sample of our 40+ clients:
- 6. @QuinnTempest #DSPhilly Executive team is not leading the way
- 7. @QuinnTempest #DSPhilly Content marketing isn’t a campaign, a tactic, or a strategy. Content marketing is a culture.
- 8. @QuinnTempest #DSPhilly Not creating most of your own content
- 10. @QuinnTempest #DSPhillyThis is how we work with clients today
- 12. @QuinnCW 1. Organic • Links • Social • Influencers • Distribution 2. Paid • Press releases • Influencers • PPC If you build it, they (might) come
- 14. @QuinnTempest #DSPhilly It’s Not that Hard!
- 18. @QuinnTempest #DSPhilly 90%+ of buyers click on organic links vs. the sponsored ads 90% 86% of searchers conduct non- branded queries 86%86% 93% of all consumers use search prior to making a purchase 93%
- 19. @QuinnTempest #DSPhilly 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
- 20. @QuinnTempest #DSPhilly SEO Learning Series: 101, 202, Penalties & More Watch Videos: verticalmeasures.com/resources/seo
- 22. @QuinnTempest #DSPhilly • Cost/Price • Problems/Issues • VS./Comparisons • Reviews • Best/Top • Resource Pages What People Actually Look For
- 28. @QuinnTempest #DSPhilly How to Grow Your Business Without Keywords Video Watch: VerticalMeasures.com/ideation
- 29. @QuinnTempest #DSPhilly No matter how big or small you are
- 32. @QuinnTempest #DSPhilly Or what industry you’re in…
- 35. @QuinnTempest #DSPhilly Our own client example Started publishing content weekly Penguin 4.0 Update Since March 2016, organic traffic is up 240%, leads are up 221%.
- 36. @QuinnTempest #DSPhilly 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.
- 37. @QuinnTempest #DSPhilly The companies that truly understand these principles are the ones doing incredible things online.
- 38. Tweet: @VerticalMeasure’s Content Marketing book is FREE at http://vert.ms/cmworks Thank You! @ArnieK #DSP15
Editor's Notes
- How many of you have been doing content marketing for at least a year? So only 2 years ago I remember teaching workshops at these very conferences and when I would ask that question maybe only half or less than half of the audience would raise their hands and say they are attempting. The next question we ask is how many of you are successful with getting an ROI on your content marketing and the hands go (down). The content marketing industry and practice is facing this right now.
- You’re still stuck in branded branded branded. The executive team needs to be behind you in creating a culture of content marketing.
- We don’t emphasize outsourcing. You need to be involved for fairly simple reasons. Your team must contribute You ARE the subject matter experts Is content marketing a priority? Reward those that contribute Make it easy for the team to share Share results and celebrate milestones
- Rather than focusing on a big, thick, immediate deliverable, it’s a much shorter up front deliverable and the strategy rolls out over a course of time. It seems to work well. Constantly communicating, educating with workshops, updating the calendar, etc.
- How we work with clients.
- It’s kind of surprising we still have to talk about this. But people often feel that creating awesome content, tweeitng it a couple times and assuming you’re going to get a ton of attention for your content – it’s wrong. Go back to the traditional mindset – 10% to creating the content, 80 – 90% to promote the content.
- Earned and paid media. Trend is going through paying for content or getting into influencer marketing (which isn’t free anymore). When you’re developing a content creation budget, set aside a decent amount of funds that can be used to promote it. Create content – launch it - $100 into Facebook add (if you get nice traction, feed it) are you getting CPL or Cost per sale you’re hoping to? Distribution – content that will not live on your site. Youtube. People will discover it not on your site, of course push people back to your site but the content will live somewhere else.
- One of the biggest gaps companies we deal with. Conversions go up with 7 touches, 8/9/ contact means they’re not going to become a really qualified lead.
- This is the Secure Data Recovery example - Last orange segment is Jan 2017. Starting in March 2016,they consistently published one article per week (VM provided Ideation, Editing & Optimization) and utilized ongoing link building services with VM. Once the Penguin update occurred in September, they received an extra boost in organic traffic(and leads)because they were playing by Google's rules and providing consistent,helpful content while also acquiring quality backlinks. As of December 2016, you can see monthly organic traffic tripled,as well as, their leads submitted through the website.