@ArnieK #StateOfSearch
Arnie Kuenn, CEO, Vertical Measures
Forget Keywords - Here’s How To Produce Content to Grow Your Business
@ArnieK #StateOfSearch
@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 #StateOfSearch
@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
@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
@ArnieK #StateOfSearch
Buyers are searching for information that helps them make an informed decision.
Businesses that provide that information - will win.
@ArnieK #StateOfSearch
@ArnieK #StateofSearchTypes of Content that Really Work
1. Cost2. Problems3. VS.4. Reviews5. Best
Marcus Sheridan
@ArnieK #StateOfSearch
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More than $2,500,000.00
From one single blog post
@ArnieK #StateOfSearch
Source: OperationsManager.com
@ArnieK #StateOfSearch
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@ArnieK@ArnieK #StateofSearchVS. or Comparisons
Source: flauntresponsive.com
@ArnieK #StateOfSearch
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“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 #StateOfSearch
@ArnieK@ArnieK #StateofSearch‘The Best’ or ‘Reviews of’
Source: NewFranchiseMall.com
@ArnieK #StateOfSearch
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@ArnieK #StateofSearchAsk Your Staff!
@ArnieK #StateOfSearch
@ArnieK #StateofSearchKnow Your Keywords
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@ArnieK #StateofSearchGoogle Suggest – B2C
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@ArnieK #StateofSearchGoogle Suggest – B2B
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KeywordTool.io
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@ArnieK #StateofSearchYouTube for Ideas
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@ArnieK #StateOfSearch
Boring Industry?Not Sexy!
Fiberglass Pools? Web Dev SW?
Sleeping Disorders?
Washers & Dryers?
@ArnieK #StateOfSearch
@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
@ArnieK #StateOfSearch
Tweet: @ArnieK’s Content Marketing book is FREE at
http://vert.ms/cmworks #StateOfSearch
Thank You!
vert.ms/cmworks
@ArnieK#DSP15
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