8 steps to creating content your market will find & love
TRANSCRIPT
8 Steps to Creating Content
Your Market Will Find & Love
Presented by:
Arnie Kuenn, CEO of Vertical Measures
@ArnieK
● Vertical Measures is a 50 person PPC &
content marketing agency in Phoenix, AZ
Instructor for the Content Marketing Institute
& Online Marketing Institute
● Columnist for Marketing Land, Chief Content
Officer & LinkedIn
● Co-authored the brand new content
marketing book: Content Marketing Works
About Your Presenter… @ArnieK
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2009 2011 2013 2015
“Content Marketing”
@ArnieK
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Google Trends
● 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.
What is Content Marketing? @ArnieK
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But The Long-Term
Payoffs Can Be Huge
This is not a 30 day R.O.I.
@ArnieK
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Achieving Success is a Continuous Process @ArnieK
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Note: Strategy will evolve through the whole process
● Why are you creating the content you are creating?
● Who is your audience?
● Who are you? – Determine your “voice”
● What types of content will you create?
● How will you develop your content?
● When will you develop your content?
● What does success look like?
● What is different a year from now?
Develop Your Strategy - Summary @ArnieK
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@ArnieK
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What are People Searching For?…
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% 93%
@ArnieK
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Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
@ArnieK
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ASK YOUR STAFF! @ArnieK
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Research Tools
Google Keyword Suggest
Related
Searches
@ArnieK
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KeywordTool.io
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More than 410
questions about
“visit the grand canyon”
(exact match)
More than 3,400
using broad match!
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Long tail searches are like
hitting those singles.
@ArnieK
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List All Content Ideas in a Spreadsheet @ArnieK
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Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
Longer Search String = More Clicks @ArnieK
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Put Together An Editorial Calendar
VerticalMeasures.com/calendar
@ArnieK
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@ArnieK
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Create Useful Content
Blogs
eBooks
Curation
Podcasts
Interviews
White Papers
Webcasts/Webinars
Community Forums
Online Quizzes
eNewsletters
Case Studies
Infographics
Contests
Videos
@ArnieK
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Address Pricing / Cost @ArnieK
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Showcase your product or service then compare and contrast to others.
Comparisons @ArnieK
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38 links to this page
111 links to this page
Resource pages @ArnieK
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Curation or Aggregation @ArnieK
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● Lead generator
● Link attractor
● Long life span
Free Guides, Case Studies & White Papers @ArnieK
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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
Core Elements To Optimization
@ArnieK
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• Unintentional duplicate content
• Duplicate title tags
• Blocked pages or site
• No image optimization
• Over optimization of anchor
text in backlinks and footer
Most Common Problems We Find?
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Pay Per Click (PPC) and Native Advertising
Advertising!
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Sharing New Content Can Be Very Simple
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Press Releases
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Source: CMI & MarketingProfs
Distribute or Repurpose Your Content
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● Essential Elements – Visually appealing and branded – Incorporate into editorial calendar: plan frequency – Segmenting: targeted messaging – Stay brief: Read More, Get More Details – Great subject line!
E-mail Campaigns
@ArnieK
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50+% of Emails Are Opened
On A Mobile Device
SOURCE: LITMUS
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80% Delete Emails That Do Not
“Look Good” On Mobile
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● Measure for successes…
and failures
● Check your traffic,
conversions and other
key metrics
● Focus on the strategies
that are providing the best
ROI and keep rolling out
the content
Measure!
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All 8 Steps Are Important!
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● 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.”
The Results...
@ArnieK
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Vertical Measures’ Hub & Spoke Model @ArnieK
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“Arnie, I just can’t get our
management to see the
potential in this. Getting buy-in
seems to be impossible…”
The most common thing we hear after
our content workshops…
@ArnieK
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● It takes courage to give away something of value without the expectation of immediate return
● It takes courage to trust that your customers and prospective customers 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
It Takes Courage…
@ArnieK
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HowToConvinceYourBoss.com
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Free on our site -
or print and Kindle on Amazon
vert.ms/cmworks
@ArnieK
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www.VerticalMeasures.com
Thank You!
@ArnieK
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