smx nyc creating blockbuster content for brands & beyond

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Arnie Kuenn, CEO, Vertical Measures @ArnieK #SMX Creating Blockbuster Content For Brands & Beyond

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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.

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Page 1: SMX NYC Creating Blockbuster Content For Brands & Beyond

Arnie Kuenn, CEO, Vertical Measures@ArnieK #SMX

Creating Blockbuster Content For Brands & Beyond

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@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!

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@ArnieK #SMX

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@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

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@ArnieK #SMX

Buyers are searching for information that helps them make an informed decision.

Businesses that provide that useful information - will win.

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@ArnieK #SMX

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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

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@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

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@ArnieK #SMX

SITE SEARCH

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@ArnieK #SMX

SITE SEARCH

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@ArnieK #SMX

ASK YOUR STAFF!

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@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

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@ArnieK #SMX

RESEARCH TOOLS

Google Keyword

Suggest

Related Searches

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KeywordTool.io

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@ArnieK #SMX

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@ArnieK #SMX

More than 410 questions about

More than 3,400 using broad match!

“visit the grand canyon” (exact match)

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@ArnieK #SMX

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Long tail searches are like hitting those singles.

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@ArnieK #SMX

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@ArnieK #SMXLIST ALL CONTENT IDEAS IN A SPREADSHEET

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@ArnieK #SMXPUT TOGETHER AN EDITORIAL CALENDAR

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@ArnieK #SMXFREE GUIDES, CASE STUDIES & WHITE PAPERS

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@ArnieK #SMXFREE GUIDES, CASE STUDIES & WHITE PAPERS

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@ArnieK #SMXFREE GUIDES, CASE STUDIES & WHITE PAPERS

Lead generatorLink attractorLong life span

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@ArnieK #SMX

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• 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…

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@ArnieK #SMX

ACHIEVING SUCCESS IS A CONTINUOUS PROCESS

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Courtesy of The Sales Lion

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Courtesy of The Sales Lion

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Courtesy of The Sales Lion

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5 MONTHS

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@ArnieK #SMX

4.5 MONTHS

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6.5 MONTHS

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@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

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@ArnieK #SMX

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The best time to starta content marketing program is 5 years ago.

The second best time is NOW!

@ArnieK #SMX

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@ArnieK #SMX

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SHAMELESS PLUG

We offer the bestcontent marketingworkshops in theindustry and canbring them to you.

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@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