How to Win at Search, Socialand Content Marketing!Arnie Kuenn

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.

“content marketing”

CONTENT MARKETING IS CONTINUOUS, PLANNED OUT PROCESS

YOU JUST NEED TO UNDERSTAND HOW IT ALL WORKS, EXECUTE ON A STRATEGY AND HAVE FUN WITH IT!

SOME FACTS

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 versus the sponsored ads

THINK LIKE A PUBLISHER!

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

KNOWLEDGEABLE ABOUT

THEIR OPTIONS.

BUSINESSES THAT PROVIDE THAT CONTENT WILL WIN.

START WITH RESEARCH

http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/

More than 112 questions about “online nursing programs” (exact match).

More than 3,600 using broad match!

Long tail searches are the key to success!

LIST ALL CONTENT IDEAS IN A SPREADSHEET

PUT TOGETHER AN EDITORIAL CALENDAR

ADDRESS PRICING / COST

COMPARISONS

Showcase your product or service then compare and contrast to others.

INTERVIEWS HELP MAKE YOU THE EXPERT

VIDEOS! – THEY ARE NOT THAT HARD

User Generated

FunInterviews

Behind the scenes

LISTS – PEOPLE STILL LOVE THEM

CURATION OR AGGREGATION

INFOGRAPHICS ARE HOT RIGHT NOW

FREE GUIDES TO BUILD YOUR LIST

474 backlinks from 123 unique domains

- Lead generator- Link attractor- Long life span

ALL DIFFERENT – BUT CORE ELEMENTS

• Web pages, News, Local, Images & Videos

1. Links pointing to your content

2. Titles & title tags (viewed in results)

3. Description meta tag (viewed in results)

4. Image alt text tags

5. H1 Tag (headline tag – only one!)

6. Page load times

7. Freshness of content

8. AuthorRank

PROMOTE YOUR 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!

• Measure for successes… and failures

• Check your rankings, traffic, conversions 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.

Contact: 888-476-1881 www.VerticalMeasures.com

More Traffic. More Leads. More Business.

THANK YOU VERY MUCH!