leadcon -forget keywords and grow your business

@ArnieK #LeadsCon

Arnie Kuenn, CEO, Vertical Measures

Forget Keywords - Here’s How To Produce

Content to Grow Your Business

@ArnieK #LeadsCon

About 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

● Co-authored: Content Marketing Works

● Sample of our 40+ clients:

@ArnieK #LeadsCon

● Content marketing is the art of providing relevant, useful contentto 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.

What is Content Marketing?

@ArnieK #LeadsCon

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 #LeadsCon

Buyers are searching for

information that helps them

make an informed decision.

Businesses that provide

that information - will win.

@ArnieK #LeadsCon

1. Cost

2. Problems

3. VS.

4. Reviews

5. Best

Marcus Sheridan

Types of Content that Really Work

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@ArnieK #LeadsCon

More than

$2,500,000.00

From one single blog post

@ArnieK #LeadsConSource: OperationsManager.com

@ArnieK #LeadsCon

@ArnieK #LeadsCon

Source:

flauntresponsive.com

VS. or Comparisons

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@ArnieK #LeadsCon

“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

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Source: NewFranchiseMall.com

‘The Best’ or ‘Reviews of’

@ArnieK #LeadsCon

@ArnieK #LeadsCon

Blogs

eBooks

Curation

Podcasts

Interviews

White Papers

Webcasts/Webinars

Community Forums

Online Quizzes

eNewsletters

Case Studies

Infographics

Contests

Videos

Create Useful Content

@ArnieK #LeadsCon

Ask Your Staff!

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Know Your Keywords

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Google Suggest – B2C

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@ArnieK #LeadsCon

Google Suggest – B2B

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YouTube for Ideas

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KeywordTool.io

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Visualization Data View

AnswerThePublic.com

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Source: http://www.keyworddiscovery.com/keyword-stats.html

Longer Search String = More Clicks

http://www.keyworddiscovery.com/keyword-stats.html

Vertical Measures’

Hub & Spoke Model

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Boring Industry?

Not Sexy!

@ArnieK #LeadsCon

● 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 #LeadsCon

Our Training and Resources

• HowToConvinceYourBoss.com

• On-Site Workshops

• Content Coaching

@ArnieK #LeadsCon

Tweet: @ArnieK’s Content Marketing

book is FREE at

http://vert.ms/cmworks #LeadsCon

Thank You!

vert.ms/cmworks

@ArnieK

#DSP15