Arnie  Kuenn,  CEO,  Ver.cal  Measures  @ArnieK          #SMX  

How to Play Content Moneyball

@ArnieK #SMX

ABOUT YOUR PRESENTER

• Ver.cal  Measures  is  a  45  person  search,  social  &  content  marke.ng  agency  in  Phoenix,  AZ  

• Instructor  for  the  Content  Marke.ng  Ins.tute  &  Online  Marke.ng  Ins.tute  

• Columnist  for  Marke.ng  Land,  Chief  Content  Officer  &  LinkedIn  

• Wrote  the  content  marke.ng  book  Accelerate!  

@ArnieK #SMX

@ArnieK #SMX

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

@ArnieK #SMX

Buyers are searching for information that helps them make an informed decision.

Businesses that provide that useful information - will win.

@ArnieK #SMX

@ArnieK #SMX

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)  

@ArnieK #SMX

THE ODDS OF HITTING A GRAND SLAM

@ArnieK #SMX

( 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…    

@ArnieK #SMX

@ArnieK #SMX

ASK YOUR STAFF!

@ArnieK #SMX

•  What made you trust us? (About Us)

•  What information do you wish we had provided upon first contact?

•  What information do you wish we had explained upon completion of services?

•  What information were you looking for when you began searching for a company like ours?

•  What do you wish we would do better?

ASK YOUR CUSTOMERS…

Flow motion cafe

@ArnieK #SMX

RESEARCH TOOLS

Google Keyword Suggest

    Related Searches

@ArnieK #SMX

KeywordTool.io

@ArnieK #SMX

@ArnieK #SMX

More than 410 questions about

More than 3,400 using broad match!

“visit the grand canyon” (exact match)

@ArnieK #SMX

@ArnieK #SMX

Long tail searches are like hitting those singles.

@ArnieK #SMX

@ArnieK #SMX

@ArnieK #SMX LIST ALL CONTENT IDEAS IN A SPREADSHEET

@ArnieK #SMX PUT TOGETHER AN EDITORIAL CALENDAR

@ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS

@ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS

@ArnieK #SMX FREE GUIDES, CASE STUDIES & WHITE PAPERS

Lead generator Link attractor Long life span

@ArnieK #SMX

@ArnieK #SMX

@ArnieK #SMX

@ArnieK #SMX

@ArnieK #SMX

•  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…

@ArnieK #SMX

ACHIEVING SUCCESS IS A CONTINUOUS PROCESS

@ArnieK #SMX

Courtesy of The Sales Lion

@ArnieK #SMX

Courtesy of The Sales Lion

@ArnieK #SMX

Courtesy of The Sales Lion

@ArnieK #SMX

5 MONTHS

@ArnieK #SMX

4.5 MONTHS

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6.5 MONTHS

@ArnieK #SMX

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!    

@ArnieK #SMX

THE ODDS OF HITTING A GRAND SLAM

@ArnieK #SMX

@ArnieK #SMX

@ArnieK #SMX

@ArnieK #SMX

SHAMELESS PLUG

We offer the best content marketing workshops in the industry and can bring them to you.

@ArnieK #SMX

More Traffic. More Leads. More Business. www.VerticalMeasures.com

 

Tweet: @ArnieK’s content marketing book @AccelerateBook – is FREE on Amazon Kindle – Today only! #SMX