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 can’t 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

• FAQ’s

• 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.

Here’s 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

Don’t 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…

• 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.”

@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 you’ve 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!