From Failure to Success with Content Marketing

Arnie Kuenn, CEO, Vertical Measures

http://vert.ms/failure2success

A little history@ArnieK

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#6 Executive team is not leading the way@ArnieK

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@ArnieK@ArnieK

#404ConferenceMust create a culture of content marketing!

#5 Not creating most of your own content@ArnieK

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@ArnieK@ArnieK

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You ARE the subject matter experts

It’s a matter of prioritization. How important is it

to you?

Reward those that contribute

Make it easy for the team to share new content

Share results and celebrate milestones with all

Your team must contribute

#4 The wrong kind of strategy

1. The wrong kind of strategy

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Agile strategies and workshops@ArnieK

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This is how we work with clients today

1. Workshop

2. Coaching

3. Agile strategy

4. Deep Ideation

5. Train how to write

6. Hub & spoke model

7. Optimize (SEO)

8. Promote the content

9. Set up lead nurturing

10. Measure

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#3 Nurturing leads is an afterthought@ArnieK

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#404ConferenceIt’s not that hard

#2 No need to optimize@ArnieK

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You don’t go there and neither do our prospects…@ArnieK

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Source: https://chitika.com/google-positioning-value

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%

@ArnieK

#404ConferenceUhhh yes you do…

@ArnieK

#404ConferenceMost common SEO problems we find

1. Unintentional duplicate content

2. Slow page-load times

3. Poor HTML (title tags, meta descriptions, broken links)

4. Poorly optimized images and videos

5. Bad backlinks/Not enough backlinks (very important!)

6. Thin content (lack of semantic KW opportunity)

7. Not Mobile Friendly

@ArnieK

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SEO Learning Series: 101, 202, Penalites & More

Watch Videos: VerticalMeasures.com/resources/seo

#1 Ideation gone awry@ArnieK

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@ArnieK

#404ConferenceAsk your staff!

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#404ConferenceGoogle’s “People Also Ask”

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#404ConferenceGoogle Suggest – B2C & B2B

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KeywordTool.io

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How to Grow Your Business Without Keywords Video

Watch: VerticalMeasures.com/ideation

@ArnieK

#404ConferenceTypes of content that really work

Cost/Price

Problems/Issues

VS./Comparisons

Reviews

Best/Top

Resource Pages

#1

No matter how big you are@ArnieK

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#404ConferenceOr how small you are

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● Yale’s traffic is up over 600%!

● Monthly leads have grown by more than 350%!

● Revenue is up by 40% since starting their content marketing program.

● And according their president Steve Sheinkopf: “Profitability is up way more than that, because we eliminated marketing expense.”

Their Results...

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#404ConferenceMy own example

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#404ConferenceIn 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.

@ArnieK

#404ConferenceIt will work!

@ArnieK@ArnieK

#404ConferenceAbout your presenter...

● Vertical Measures is a 50 person PPC, SEO &

Content Marketing agency in Phoenix, AZ

● Taught more than 5,000 people in our workshops

● Co-authored: Content Marketing Works

● Sample of our 40+ clients:

Tweet: @ArnieK’s Complete

Content Marketing book is FREE at

http://vert.ms/cmworks

Thank You!

@ArnieK

#DSP15

http://vert.ms/failure2success