how to convince your boss to invest in content marketing with arnie kuenn

Download How to Convince Your Boss to Invest in Content Marketing with Arnie Kuenn

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  • Arnie Kuenn, CEO, Vertical Measures

    @ArnieK #CSAUSA

    How to Convince Your

    Boss to Invest in

    Content Marketing

  • @ArnieK #CSAUSA

    About Your Presenter

    Vertical Measures is a 50 person content marketing agency with an SEO foundation

    Instructor for the Content Marketing Institute & Online Marketing Institute

    Columnist for Marketing Land, Chief Content Officer & Relevance

  • @ArnieK #CSAUSA

    VERTICAL MEASURES

    about VM stuff goes here

  • @ArnieK #CSAUSA

    Arnie, I just cant get our management to see the potential

    in this. Getting buy-in seems to

    be impossible

    After 2,000+ students in our content

    marketing workshops, the most

    common thing we hear afterwards

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    I really think we should be doing more social media

    (said by no one that ever got buy-in)

  • @ArnieK #CSAUSA

    I really think we should be blogging

    (said by no one that ever got buy-in)

  • @ArnieK #CSAUSA

    I really think we should be doing content marketing

    (said by no one that ever got buy-in)

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    What if you went back to them with a

    presentation and never used these words:

    Blogging FAQs Content Marketing Inbound Marketing Social Media Marketing

  • @ArnieK #CSAUSA

    Learning Center Listening Being Helpful Communicating Teaching Coaching

    Instead you used words like:

  • @ArnieK #CSAUSA

    Buyers are searching for

    information that helps them

    make an informed decision.

    Businesses that provide

    that information - will win.

  • @ArnieK #CSAUSA

    When prospects visit our website, do we want to help solve their problems

    better than anyone else in our

    industry?

    When they Google it, are they going to find US or our competitors?

  • @ArnieK #CSAUSA

    Companies, large & small, that truly

    understand these principles are the

    ones doing incredible things online

    and will win in the long run.

  • @ArnieK #CSAUSA

    Educate Them

  • @ArnieK #CSAUSA

    Content Marketing

    Google Trends

  • @ArnieK #CSAUSA

    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.

  • @ArnieK #CSAUSA

    Today, relationships are

    created with information not people.

  • @ArnieK #CSAUSA

    THIS IS NOT A 30 DAY R.O.I.

    BUT THE LONG-TERM PAYOFFS

    CAN BE HUGE

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    Travel Niche

    5 months

  • @ArnieK #CSAUSA

    Health/Nutrition Niche

    4.5 months

  • @ArnieK #CSAUSA

    Entertainment Niche

    6.5 months

  • @ArnieK #CSAUSA

    You Will Probably Fail In The Beginning

  • @ArnieK #CSAUSA

    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 prospects will reward you with sales and loyalty at some point in the future

    It takes courage to play the long game, not the short game

  • @ArnieK #CSAUSA

    ROI On Content Marketing

    Source: Content Marketing ROI (Kapost Eloqua)

  • @ArnieK #CSAUSA

    Courtesy of The Sales Lion

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    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 #CSAUSA

    (

    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.

    Heres how we do it

  • @ArnieK #CSAUSA

    ASK YOUR

    STAFF!

  • @ArnieK #CSAUSA

    Research Tools

    Google Keyword

    Suggest

    Relate

    Searches

  • @ArnieK #CSAUSA

    KeywordTool.io

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    More than 410

    questions about

    More than 3,400

    using broad match!

    visit the grand canyon (exact match)

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    Long tail searches are

    like hitting those

    singles.

  • @ArnieK #CSAUSA

    Come Up With a List of Content Ideas

  • @ArnieK #CSAUSA

    Put Together An Editorial Calendar

    VerticalMeasures.com/calendar

  • @ArnieK #CSAUSA

    Create Useful Content

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    Search and SEO are Critical

    More than 80%

    of people click

    here!

  • @ArnieK #CSAUSA

    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

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    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

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    Sharing New Content Can Be Very Simple

  • @ArnieK #CSAUSA

    Budget for Some Ad Spend

    Pay Per Click (PPC) and Native Advertising

  • @ArnieK #CSAUSA

    Dont Get Hung Up On Social

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    This page had more than 2,000 views.

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    On Base Percentage Is The Key Factor

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    The Results

    Yales 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.

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    Once In A While You Will Hit One Out Of The Park

  • @ArnieK #CSAUSA You MUST Measure

  • @ArnieK #CSAUSA

    What Really Matters To Your Business?

    How many people visited your website this month compared to the previous months

    How many people filled out a form to download a piece of content you provided

    How many new subscribers to your blog

    How many qualified leads youve gained

    How much has your revenue increased

  • @ArnieK #CSAUSA

    The best time to start

    a content marketing program

    is 5 years ago.

    The second best time is NOW!

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    We can bring our

    content marketing

    workshops to you.

    Get everyone on the

    same page.

  • @ArnieK #CSAUSA

  • @ArnieK #CSAUSA

    Contact: 888-476-1881 www.VerticalMeasures.com

    More Traffic. More Leads. More Business.

    THANK YOU VERY MUCH!

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