how to conquer the content marketing trough of disillusionment

Presented by Mike Huber

@mjhuber

About Your Presenter...● Sr. Director of Strategy and Education at Vertical

Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ

● In the digital space since the late 90’s● Sample of our 40+ clients:

@mjhuber

Content Marketing

@mjhuber

Executive team is not leading the

way

@mjhuber

@mjhuber

Content marketing isn’t a campaign, a tactic, or a strategy.

Content marketing is a culture.

@QuinnCW

Not creating most of your own content

• Your team must contribute• You ARE the subject matter experts• Is content marketing a priority?• Reward those that contribute• Make it easy for the team to share• Share results and celebrate milestones

@mjhuber

The wrong kind of strategy

v

@mjhuberThis is how we work with clients today

• Workshop• Coaching• Agile strategy• Deep ideation• Teach writing skills• Hub & spoke model• Optimize (SEO)• Promote the content• Set up lead nurturing• Measure

@mjhuber

Failure to amplify

@mjhuber

@mjhuber

1. Organic• Links• Social• Influencers• Distribution

2. Paid• Press releases• Influencers• PPC

If you build it, they (might) come

@mjhuber

Nurturing leads is an

afterthought

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It’s Not that Hard!

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Lack of optimization

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@mjhuber

Source: https://chitika.com/google-positioning-value

@mjhuber

90%+ of buyers click on organic

links vs. the sponsored ads

90%

86% of searchers

conduct non-branded queries

86% 86%

93% of all consumers use search prior to

making a purchase

93%

@mjhuber

1. Unintentional duplicate content

2. Slow page-load times3. Poor HTML4. Poorly optimized

images/videos

5. Bad backlinks/Not enough

6. Thin content7. Not Mobile Friendly

Most Common SEO Problems

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SEO Learning Series: 101, 202, Penalties & MoreWatch Videos: verticalMeasures.com/resources/seo

@mjhuber

You’re afraid to

publish the best

content

@mjhuber

• Cost/Price• Problems/Issues• VS./Comparisons

• Reviews• Best/Top• Resource Pages

What People Actually Look For

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Ideation gone awry

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Ask your Staff!

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Google Suggest

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KeywordTool.io

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@mjhuber

Pro tip

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Search Volume

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How to Grow Your Business Without Keywords Video

Watch: VerticalMeasures.com/ideation

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No matter how big or small you are

@mjhuber

@mjhuber

@mjhuberOr what industry you’re in…

@mjhuber

@mjhuber

@mjhuber

Our own client example

Started publishing content weekly

Penguin 4.0 Update

Since March 2016, organic traffic is up 240%, leads are up 221%.

@mjhuber

Our own content example

@mjhuber

In summary… 1. Your whole company needs to buy-in and truly

understand Content Marketing2. You need to have a documented, agile strategy3. You must create content people are actually

searching for!4. You must not skip the ideation step.

@mjhuber

The companies that truly understand these principles

are the ones doing incredible things online.

@mjhuber

About Your Presenter...● Sr. Director of Strategy and Education at Vertical

Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ

● Founder of Arizona Tourism● Sample of our 40+ clients:

Tweet: @VerticalMeasure’s Content Marketing book is

FREE at http://vert.ms/cmworks

Thank You!@ArnieK#DSP15