8 steps to win at search, social, and content marketing
TRANSCRIPT
8 STEPS TO WIN AT SEARCH, SOCIAL, AND CONTENT MARKETING
Presented by Arnie Kuenn, CEO of Vertical Measures, @ArnieK
@ArnieK #VMWebinar
About Your Presenter…
•Vertical Measures is a 50 person PPC &
content marketing agency in Phoenix, AZ
• Instructor for the Content Marketing Institute
& Online Marketing Institute
•Columnist for Marketing Land, Chief Content
Officer & LinkedIn
•Co-authored the brand new content marketing
book: Content Marketing Works
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“Content Marketing”
Google Trends
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What is Content Marketing?
• 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.
• If you deliver consistent, ongoing valuable information to your customers, 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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Courtesy of The Sales Lion
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How Important Is Search?
of all consumers use search
prior to making a purchase
Source: GroupM
of searchers conduct non-
branded queries
of buyers click on organic
links vs. the sponsored ads
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Achieving Success Is A Continuous Process
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Develop Your Strategy - Summary
Note: Strategy will evolve through the whole process
• Why are you creating the content you are creating?
• Who is your audience?
• Who are you? – Determine your “voice”
• What types of content will you create?
• How will you develop your content?
• When will you develop your content?
• What does success look like?
• What is different a year from now?
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Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
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ASK YOUR
STAFF!
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Research Tools
Google Keyword
Suggest
Related
Searches
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More Research Tools
YouTube Related
Searches
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KeywordTool.io
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More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
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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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Create Useful Content
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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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Resource pages
38 links to this page
111 links to this page
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Interviews – Help Make You the Expert
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Curation or Aggregation
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Let’s Not Forget Product Pages
• Optimized Title
• Detailed Description
• Statistics
• Images & Video
• Product Comparisons
• User Generated Content
• Zappos, Amazon are great examples
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Free Guides, Case Studies & White Papers
- Lead generator- Link attractor- Long life span
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Core Elements To Optimization
Web Pages, Images or Videos
1. Links pointing to your content (Internal too)
2. Core Architecture
3. Titles & title tags (viewed in results)
4. Description meta tag (viewed in results)
5. Image alt text tags
6. H1 Tag (headline tag – only one!)
7. Page load times
8. Freshness of content
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Most Common Problems We Find?
• Unintentional duplicate content
• Duplicate title tags
• Blocked pages or site
• No image optimization
• 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
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80% Delete Emails That Do
Not “Look Good” On Mobile
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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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Ways to Measure your Success
• How many people visited your website this month
compared to the previous months
• How many viewed a particular blog post so you can easily
see what type of content is most interesting to your readers
• How many people filled out a form to download a piece of
content you provided
• How many new subscribers to your blog
• How many people opened your emails and actually clicked
through them
• How many qualified leads you’ve gained
• How much has your revenue increased
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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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This is not a 30 day R.O.I.
But The Long-Term Payoffs
Can Be Huge
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“Arnie, I just can’t get our
management to see the potential
in this. Getting buy-in seems to
be impossible…”
The most common thing we hear after
our workshops…
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It Takes Courage…
• It takes courage to give away something of value without the expectation of immediate return
• It takes courage to trust that your customers and prospective customers will reward you with attention and sales and loyalty at some point in the future
• It takes courage to play the long game, not the short game
Hat tip to Jay Baer of Convince and Covert
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What if we never used these words again:
• Blogging
• FAQ’s
• Content Marketing
• Inbound Marketing
• Social Media Marketing
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• Learning Center
• Helping
• Listening
• Teaching
• Communicating
Instead we said things like:
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“When prospects visit our website, do
we help solve their problems better
than anyone else in the world?”
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The companies that truly
understand these principles
are the ones doing incredible
things online.
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We can bring our
content
marketing
workshop to you.
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vert.ms/cmworks
Tweet: @ArnieK’s brand NEW content marketing book is free at vert.ms/cmworks #vmwebinar
QUESTIONS?
NEXT WEBINAR…
The 2020 Content Marketing
Strategy
Learn about:
• Top 5 challenges keeping content marketers up at night.
• Real approaches to challenges so that you’re better prepared
for this year - and the next 5.
• Actual steps you can take to make content marketing a
successful function in your business.
8Jan
11am PST
2pm EST
Robert Rose
Chief Strategy Officer, Content Marketing
Institute
Register: www.verticalmeasures.com/webinars