why your content marketing is not working - and how to fix it
TRANSCRIPT
@ArnieK #LeadsCon
Content marketing isn’t a
campaign, a tactic, or a
strategy.
Content marketing is a culture.
@ArnieK #LeadsCon
You ARE the subject matter experts
It’s a matter of prioritization. How important is it
to you?
Reward those that contribute
Make it easy for the team to share new content
Share results and celebrate milestones with all
@ArnieK #LeadsCon
1. Organic
• Links
• Social
• Influencers
• Distribution
2. Paid
• Press releases
• Influencers
• PPC
• Traditional media
If you build it, they (might) come
@ArnieK #LeadsCon
Source: https://chitika.com/google-positioning-value
@ArnieK #LeadsCon
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%
@ArnieK #LeadsCon
1. Unintentional
duplicate content
2. Slow page-load times
3. Poor HTML
4. Poorly optimized
images/videos
5. Bad backlinks/Not
enough
6. Thin content
7. Not Mobile Friendly
Most Common SEO Problems
@ArnieK #LeadsCon
SEO Learning Series: 101, 202, Penalties & More
Watch Videos: verticalMeasures.com/resources/seo
@ArnieK #LeadsCon
• Cost/Price
• Problems/Issues
• VS./Comparisons
• Reviews
• Best/Top
• Resource Pages
What People Actually Look For
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How to Grow Your Business Without Keywords Video
Watch: VerticalMeasures.com/ideation
@ArnieK #LeadsCon
Data Recovery Client
Started publishing content weekly Penguin 4.0 Update
Since March 2016, organic traffic is up 156.82% or 6,991 sessions
2017
@ArnieK #LeadsCon
In summary…
1. Your whole company needs to buy-in and truly
understand Content Marketing
2. You need to have a documented, agile strategy
3. You must create content people are actually
searching for!
4. You must not skip the ideation step.
@ArnieK #LeadsCon
The companies that truly
understand these principles
are the ones doing incredible
things online.
@ArnieK #LeadsCon
About Your Presenter...
● Vertical Measures is a 50 person Digital
Marketing agency in Phoenix, AZ
● Taught more than 6,000 people in our workshops
● Co-authored: Content Marketing Works
● Sample of our 40+ clients: