how to consistently win at content marketing ddsum14
TRANSCRIPT
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #DDSUM14
How to Consistently Win
at Content Marketing
@ArnieK #DDSUM14
ABOUT YOUR PRESENTER
• Vertical Measures is a 50 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
• Wrote the brand new book Content
Marketing Works
@ArnieK #DDSUM14
VERTICAL MEASURES
about VM stuff goes here
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ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
@ArnieK #DDSUM14
of all consumers use
search prior to making a
purchase
Source: GroupM
93%
86%
90+%
of searchers conduct
non-branded queries
of buyers click on organic
links vs. the sponsored ads
Buyers are searching for
information that helps them make
an informed decision.
Businesses that provide that useful
information - will win.
Because most of our clients are not the NYY, we strongly suggest
playing MONEYBALL
1 in 4 at bats = hit (a success)
1 in 36 at bats = home run (a big success)
1 in 1,691 at bats = grand slam (viral success)
THE ODDS OF HITTING A GRAND SLAM
@ArnieK #DDSUM14
(
In order to play content MONEYBALL, you need to come up with
hundreds of ideas so you can create fresh, useful content on a
frequent basis.
Here’s how we do it…
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ASK YOUR
STAFF!
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RESEARCH TOOLS
Google Keyword
Suggest
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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@ArnieK #DDSUM14
Long tail
searches are like
hitting those
singles.
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@ArnieK #DDSUM14
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LIST ALL CONTENT IDEAS IN A SPREADSHEET
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PUT TOGETHER AN EDITORIAL CALENDAR
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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 & meta tags
• Over optimization of anchor text in
backlinks and footer
• No image optimization
• Blocked pages or site
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Sharing New Content Can Be Very Simple
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ADVERTISING!
Pay Per Click (PPC) and Native Advertising
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FREE GUIDES, CASE STUDIES & WHITE PAPERS
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FREE GUIDES, CASE STUDIES & WHITE PAPERS
@ArnieK #DDSUM14
Lead generator
Link attractor
Long life span
FREE GUIDES, CASE STUDIES & WHITE PAPERS
@ArnieK #DDSUM14
@ArnieK #DDSUM14
@ArnieK #DDSUM14
@ArnieK #DDSUM14
@ArnieK #DDSUM14
• 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 other marketing expenses.”
THE RESULTS…
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ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
@ArnieK #DDSUM14
Courtesy of The Sales Lion
Courtesy of The Sales Lion
@ArnieK #DDSUM14
Courtesy of The Sales Lion
Courtesy of The Sales Lion
@ArnieK #DDSUM14
Courtesy of The Sales Lion
Courtesy of The Sales Lion
@ArnieK #DDSUM14
5 MONTHS
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4.5 MONTHS
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6.5 MONTHS
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REMEMBER:
1 in 4 at bats = hit (
The key is to keep going to the plate, take your
swings, be happy with your singles, and do it
over and over again!
THE ODDS OF HITTING A
GRAND SLAM
@ArnieK #DDSUM14
@ArnieK #DDSUM14
@ArnieK #DDSUM14
@ArnieK #DDSUM14
@ArnieK #DDSUM14
SHAMELESS PLUG
We offer the best
content marketing
workshops in the
industry and can
bring them to you.
@ArnieK #DDSUM14
VerticalMeasures.com/ContentMarketingWorks
Tweet: @ArnieK’s NEW Content Marketing
book is FREE at http://vert.ms/cmworks
#DDSUM14