how any business can discover 100's of powerful content ideas by arnie kuenn

Arnie Kuenn, CEO, Vertical Measures

@ArnieK #SMX

How Any Business Can

Discover 100’s of

Powerful Content Ideas

@ArnieK #SMX

ABOUT YOUR PRESENTER

• Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ

• Instructor for the Content Marketing Institute & Online Marketing Institute

• Columnist for Marketing Land, Chief Content Officer & LinkedIn

• Wrote the content marketing 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

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

SITE SEARCH

@ArnieK #SMX

SITE SEARCH

@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

MORE RESEARCH TOOLS

YouTube Related

Searches

@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

@ArnieK #SMX

OPENSITEEXPLORER.ORG

@ArnieK #SMX LIST ALL CONTENT IDEAS

IN A SPREADSHEET

@ArnieK #SMX PUT TOGETHER AN EDITORIAL

CALENDAR

@ArnieK #SMX PUT TOGETHER AN EDITORIAL

CALENDAR

@ArnieK #SMX

VerticalMeasures.com/calendar

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

@ArnieK #SMX

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

The best time to start

a content marketing

program is 5 years ago.

The second best time is NOW!

@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