TMSA conference - How to Win at Search Social and Content Marketing
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Transcript of TMSA conference - How to Win at Search Social and Content Marketing
@ArnieK #TMSAConf
How to Win at Search, Social & Content Marketing
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #TMSAConf
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About Your Presenter…
• Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Columnist for Marketing Land, Chief Content Officer & LinkedIn
• Been an Internet marketer longer than Google has existed.
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“Content Marketing”
Google Trends
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What is Content Marketing?
• 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.
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This is not a 30 day R.O.I.
BUT THE LONG-TERM PAYOFFS CAN BE HUGE
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Achieving Success Is A Continuous,
Planned Out Process
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Think Like a Publisher!
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Develop Your Strategy
Strategy will evolve through the whole process
• Why are you creating the content you are creating?
• Who is your audience?
• What types of content will you create?
• Who will create your content?
• When will you develop your content?
• What does success look like?
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What are we searching for?
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Start Your Research Here!
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Google Research Tools
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List All Content Ideas in a Spreadsheet
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Longer Search String = More Clicks
Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
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Put Together An Editorial Calendar
VerticalMeasures.com/calendar
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Address Pricing / Cost
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Comparisons
Showcase your product or service then compare and contrast to others.
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Lists – People Still Love Them
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Resource Pages
38 links to this page
111 links to this page
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Free Guides, Case Studies & White Papers
- Lead generator - Link attractor - Long life span
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ModSpace
PDF Downloads • Temporary Buildings • Office Trailers • Designer Offices • Modular Complexes • Classrooms • 150-mph Wind-Load Office • Space Assessment Guide • 5 Steps to the Right Mobile Office
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ModSpace
Case Studies by Industry and Application
• Featured • Industry • Application • Permanent • Temporary
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ModSpace
Blog
• Regular & frequent posts
• Infographics
• Video
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Buyers need information that helps them make an informed decision.
Businesses that provide that useful information - will win.
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Benefits of a Blog
• Gives you a vehicle to post new content
• Allows for internal linking
• Keeps the search engines coming back – have 434% more indexed pages*
• Have 2X as many backlinks*
• Your site gets 55% more traffic*
• You have 79% more Twitter followers*
Source: *Hubspot
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@ArnieK #TMSAConf Optimize Your Content!
More than 80% will click here!
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Most Common Problems We Find?
• Unintentional duplicate content • Duplicate title & description tags • Thin content • Blocked pages or site • Over optimization of anchor text in
backlinks and footer
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Advertising! Pay Per Click (PPC) and Native Advertising
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Sharing New Content Can Be Very Simple
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Distribute or Repurpose Your Content
Source: CMI & MarketingProfs
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E-mail Campaigns
Essential Elements
– Visually appealing and branded
– Incorporate into editorial calendar: plan frequency
– Segmenting: targeted messaging
– Plan out segmented drip or follow up campaigns
– Stay brief: Read More, Get More Details
– Great subject line!
Distribution Services: – Exact Target
– Constant Contact
– Vertical Response
– Mail Chimp
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47% Of Emails Are Opened On A Mobile Device
SOURCE: LITMUS - September 2013
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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
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All 8 Steps Are Important!
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Courtesy of The Sales Lion
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The Results…
Yale’s traffic has grown from 40,000 visitors to 150,000 annually
Leads have grown from 800 to 2,300 monthly!
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.”
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The best time to start a
content marketing program
is 5 years ago.
The second best time is
NOW!
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SHAMELESS PLUG
We offer the best content marketing workshops in the industry and can bring them to you.
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More Traffic. More Leads. More Business.
www.VerticalMeasures.com
Raffle Time!