Arnie Kuenn: Forget Keywords

@ArnieK #StateOfSearch

Arnie Kuenn, CEO, Vertical Measures

Forget Keywords - Here’s How To Produce Content to Grow Your Business


@ArnieK@ArnieK #StateofSearchAbout Your Presenter...

● Vertical Measures is a 50 person PPC, SEO & content marketing agency in Phoenix, AZ

● Taught more than 3,000 people in our workshops

● Columnist for Marketing Land, Chief Content Officer & LinkedIn

● Co-authored: Content Marketing Works


@ArnieK@ArnieK #StateofSearch

● Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them.

● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.

What is Content Marketing?


@ArnieK #StateofSearch

93% of all consumers use search prior to making a purchase

93%

86% of searchers conduct non-branded

queries

86%

90%+ of buyers click on organic links vs. the

sponsored ads

90% 86%

How Important is Search?

Source: GroupM


Buyers are searching for information that helps them make an informed decision.

Businesses that provide that information - will win.


@ArnieK #StateofSearchTypes of Content that Really Work

1. Cost2. Problems3. VS.4. Reviews5. Best

Marcus Sheridan


@ArnieK #StateofSearch

More than $2,500,000.00

From one single blog post


Source: OperationsManager.com


@ArnieK@ArnieK #StateofSearchVS. or Comparisons

Source: flauntresponsive.com


“Since starting this just over 18 month ago, we can account for at least $4 Million in additional revenue because of our content marketing efforts…”-Ron Novak, VP of Segue Technologies


@ArnieK@ArnieK #StateofSearch‘The Best’ or ‘Reviews of’

Source: NewFranchiseMall.com


@ArnieK #StateofSearchAsk Your Staff!


@ArnieK #StateofSearchKnow Your Keywords


@ArnieK #StateofSearchGoogle Suggest – B2C


@ArnieK #StateofSearchGoogle Suggest – B2B


KeywordTool.io


@ArnieK #StateofSearchYouTube for Ideas


Boring Industry?Not Sexy!

Fiberglass Pools? Web Dev SW?

Sleeping Disorders?

Washers & Dryers?


@ArnieK@ArnieK #StateofSearch

● Don’t ask “What can you write about?” Ask “What questions do you get asked every day”

● Do not gamble your success on creating cute, clever, fun content. Produce content people are ACTUALLY searching for!

Every Moment is a Content Opportunity


Tweet: @ArnieK’s Content Marketing book is FREE at

http://vert.ms/cmworks #StateOfSearch

Thank You!

vert.ms/cmworks

@ArnieK#DSP15

Arnie Kuenn: Forget Keywords

Marketing

Transcript of Arnie Kuenn: Forget Keywords