ConversionCon: Improving Conversions Through Useful Content Marketing
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Transcript of ConversionCon: Improving Conversions Through Useful Content Marketing
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@ArnieK #ConvCon
IMPROVING CONVERSIONS THROUGH USEFUL CONTENT MARKETING
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #ConvCon
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@ArnieK #ConvCon About Your Presenter…
• CEO of Vertical Measures –
A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute
& Online Marketing Institute
• Columnist for MarketingLand and Chief
Content Officer
• Been an Internet marketer longer than
Google has existed.
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@ArnieK #ConvCon
• Content marketing is the art of providing relevant, valuable content to your customers without selling or interrupting them.
• Instead of pitching your products or services, you are delivering information that makes your prospects more informed before they buy.
• If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty.
What is Content Marketing?
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon What Are We Searching For?
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@ArnieK #ConvCon
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@ArnieK #ConvCon Start Your Research Here!
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@ArnieK #ConvCon
Google Keyword Suggest
Relate Searches
Google Research Tools
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@ArnieK #ConvCon
YouTube Related Searches
More Research Tools
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@ArnieK #ConvCon
More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad match!
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon List All Content Ideas In A Spreadsheet
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@ArnieK #ConvCon Longer Search String = More Clicks
Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
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@ArnieK #ConvCon Put Together An Editorial Calendar
VerticalMeasures.com/calendar
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon Address Pricing / Cost
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@ArnieK #ConvCon
Showcase your product or service then compare and contrast to others.
Comparisons
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@ArnieK #ConvCon Webinars – Instant “Soft” Conversions
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@ArnieK #ConvCon Videos – Improve Conversions
Product Demos
Educational Interviews
Behind the Scenes
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@ArnieK #ConvCon Robust Product Pages
• Detailed Description
• Statistics
• Images & Video
• Product Comparisons
• User Generated Content
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@ArnieK #ConvCon Guides, Case Studies & White Papers
- Lead generator
- Strong conversions
- Long life span
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@ArnieK #ConvCon
Buyers need information that helps
them make an informed decision.
Businesses that provide the
content people are searching
for - will win.
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@ArnieK #ConvCon
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@ArnieK #ConvCon Over 8 Out Of 10
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon
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@ArnieK #ConvCon www.VerticalMeasures.com
www.verticalmeasures.com
QUESTIONS?
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@ArnieK #ConvCon
THANK YOU VERY MUCH!
Shameless Plug:
We offer the best ½ and full day content marketing
workshops in the industry and can bring them to you.
Book Raffle Time!