how to develop 100’s of useful content ideas in 48 hours
TRANSCRIPT
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #ASW15
How to Develop 100’s of
Useful Content Ideas in
48 Hours
@ArnieK #ASW15
ABOUT YOUR PRESENTER
• Vertical Measures is a 50 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 brand new book Content
Marketing Works
@ArnieK #ASW15
VERTICAL MEASURES
about VM stuff goes here
@ArnieK #ASW15
ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
@ArnieK #ASW15
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
Buyers are searching for
information that helps them make
an informed decision.
Businesses that provide that useful
information - will win.
@ArnieK #ASW15
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 #ASW15
(
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 #ASW15
KNOW YOUR KEYWORDS
@ArnieK #ASW15
ASK YOUR
STAFF!
@ArnieK #ASW15
• 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 #ASW15
RESEARCH TOOLS
Google Keyword
Suggest
Related
Searches
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KeywordTool.io
@ArnieK #ASW15
More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
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@ArnieK #ASW15
Long tail
searches are like
hitting those
singles.
@ArnieK #ASW15
@ArnieK #ASW15
@ArnieK #ASW15
@ArnieK #ASW15
LIST ALL CONTENT IDEAS IN A SPREADSHEET
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PUT TOGETHER AN EDITORIAL CALENDAR
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@ArnieK #ASW15
@ArnieK #ASW15
Courtesy of The Sales Lion
Courtesy of The Sales Lion
@ArnieK #ASW15
Courtesy of The Sales Lion
Courtesy of The Sales Lion
@ArnieK #ASW15
Courtesy of The Sales Lion
Courtesy of The Sales Lion
@ArnieK #ASW15
5 MONTHS
@ArnieK #ASW15
4.5 MONTHS
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6.5 MONTHS
@ArnieK #ASW15
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!
THE ODDS OF HITTING A
GRAND SLAM
@ArnieK #ASW15
@ArnieK #ASW15
@ArnieK #ASW15
@ArnieK #ASW15
@ArnieK #ASW15
Consider a Content Marketing Workshop
We offer the best
content marketing
workshops in the
industry and can
bring them to you.
@ArnieK #ASW15
vert.ms/cmworks
Tweet: @ArnieK’s NEW Content Marketing
book is FREE at http://vert.ms/cmworks
#ASW15