sempo: forget keywords - how to grow your business
TRANSCRIPT
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@ArnieK
#SEMPO
Arnie Kuenn
Forget Keywords - Here’s How To Produce
Content to Grow Your Business
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@ArnieK
#SEMPO@ArnieK@ArnieK
#SEMPO
About Your Presenter...
● Vertical Measures is a 50 person PPC, SEO &
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
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@ArnieK
#SEMPO@ArnieK@ArnieK
#SEMPO
● 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?
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@ArnieK
#SEMPO
@ArnieK
#SEMPO
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%86%
How Important is Search?
Source: GroupM
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@ArnieK
#SEMPO
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
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@ArnieK
#SEMPO
@ArnieK
#SEMPOTypes of Content that Really Work
1. Cost
2. Problems
3. VS.
4. Reviews
5. Best
Marcus Sheridan
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO@ArnieK
#SEMPO
More than
$2,500,000.00
From one single blog post
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@ArnieK
#SEMPO
Source: OperationsManager.com
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO@ArnieK@ArnieK
#SEMPOVS. or Comparisons
Source: flauntresponsive.com
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
“Since starting this just over 18 month ago, we can
account for at least $4 Million in additional revenue
because of our content marketing efforts…”-Ron Novak, VP of Segue Technologies
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@ArnieK
#SEMPO@ArnieK@ArnieK
#SEMPO‘The Best’ or ‘Reviews of’
Source: NewFranchiseMall.com
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
@ArnieK
#SEMPOAsk Your Staff!
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@ArnieK
#SEMPO
@ArnieK
#SEMPO
Know Your Keywords
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@ArnieK
#SEMPO
@ArnieK
#SEMPOGoogle Suggest – B2C
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
@ArnieK
#SEMPOGoogle Suggest – B2B
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
KeywordTool.io
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@ArnieK
#SEMPO
@ArnieK
#SEMPOYouTube for Ideas
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
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@ArnieK
#SEMPO
@ArnieK
#SEMPO
Source: http://www.keyworddiscovery.com/keyword-stats.html
Longer Search String = More Clicks
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@ArnieK
#SEMPO
Boring Industry?
Not Sexy!
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@ArnieK
#SEMPO@ArnieK@ArnieK
#SEMPO
● Don’t ask “What can you write
about?” Ask “What questions do
you get asked every day”
● Do not gamble your success
on creating cute, clever, fun
content. Produce content people
are ACTUALLY searching for!
Every Moment is a Content Opportunity
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@ArnieK
#SEMPO
● Need a few volunteers
● Might want to take notes
Interactive!
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@ArnieK
#SEMPO
@ArnieK
#SEMPO
HowToConvinceYourBoss.com
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@ArnieK
#SEMPO@ArnieK
#DSP15Consider a Content Marketing Workshop
We offer the best content marketing workshops in
the industry and can bring them to you.
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@ArnieK
#SEMPO
Tweet: @ArnieK’s NEW Content
Marketing book is FREE at
http://vert.ms/cmworks #SEMPO
Thank You!
vert.ms/cmworks
@ArnieK
#DSP15