smx nyc creating blockbuster content for brands & beyond
DESCRIPTION
Google’s prime directive is “create good content.” But a piecemeal approach to creating content won’t cut it. You need a comprehensive content creation strategy to deliver the value that justifies the time, money and effort. Winning approaches for developing, re-purposing and maximizing the value from content, along with the metrics to measure and demonstrate your success.TRANSCRIPT
Arnie Kuenn, CEO, Vertical Measures@ArnieK #SMX
Creating Blockbuster Content For Brands & Beyond
@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
@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
KeywordTool.io
@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 #SMXLIST ALL CONTENT IDEAS IN A SPREADSHEET
@ArnieK #SMXPUT TOGETHER AN EDITORIAL CALENDAR
@ArnieK #SMXFREE GUIDES, CASE STUDIES & WHITE PAPERS
@ArnieK #SMXFREE GUIDES, CASE STUDIES & WHITE PAPERS
@ArnieK #SMXFREE GUIDES, CASE STUDIES & WHITE PAPERS
Lead generatorLink attractorLong 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 starta content marketing program is 5 years ago.
The second best time is NOW!
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
SHAMELESS PLUG
We offer the bestcontent marketingworkshops in theindustry and canbring 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