@ArnieK #CMWorld

How Any Business Can

Discover Hundreds of

Powerful Content Ideas Arnie Kuenn

CEO, Vertical Measures

#CMWorld

@ArnieK

About Your Presenter…

•Vertical Measures is a 50 person search,

social & content marketing agency in Phoenix

•Our clients range from a local HVAC company

to brands known world-wide

•Columnist for Marketing Land, Chief Content

Officer & LinkedIn

•Wrote the content marketing book Content

Marketing Works

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@ArnieK

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@ArnieK

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@ArnieK

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What are people searching for?

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%

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@ArnieK

Buyers are searching for

information that helps them

make an informed decision.

Businesses that provide

that information - will win.

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@ArnieK

Know Your Keywords

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@ArnieK

Site Search

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@ArnieK

ASK YOUR

STAFF!

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@ArnieK

• 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

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Research Tools

Google Keyword Suggest

Related

Searches

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@ArnieK

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More Research Tools

YouTube Related

Searches

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@ArnieK

KeywordTool.io

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@ArnieK

More than 410

questions about

“visit the grand canyon”

(exact match)

More than 3,400

using broad match!

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@ArnieK

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@ArnieK

Long tail searches are

like hitting those

singles.

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List All Content Ideas in a Spreadsheet

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@ArnieK

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Download the Template

VerticalMeasures.com/calendar

Put Together an Editorial Calendar

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@ArnieK

Create Content People Are Searching For!

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Vertical Measures’ Hub & Spoke Model

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All 8 Steps Are Important!

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Courtesy of The Sales Lion

Courtesy of The Sales Lion

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@ArnieK

Courtesy of The Sales Lion

Courtesy of The Sales Lion

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@ArnieK

Courtesy of The Sales Lion

Courtesy of The Sales Lion

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@ArnieK

5 MONTHS

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4.5 MONTHS

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6.5 MONTHS

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The Results…

• 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 marketing expense.”

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@ArnieK

It Takes Courage…

• It takes courage to give away something of value without the expectation of immediate return

• It takes courage to trust that your customers and prospective customers will reward you with attention and sales and loyalty at some point in the future

• It takes courage to play the long game, not the short game

Hat tip to Jay Baer of Convince and Covert

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@ArnieK

“Arnie, I just can’t get our

management to see the potential

in this. Getting buy-in seems to

be impossible…”

The most common thing we hear after

our workshops…

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@ArnieK

Are you telling them you need to be:

• Blogging

• Creating FAQ’s

• Doing Content Marketing or

• Inbound Marketing or

• Social Media Marketing

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@ArnieK

• Building a Learning Center

• Helping Your Prospects Make a Decision

• Listening to what Customers are telling Us

• Teaching our Customers

• Communicating on a Regular Basis

• Creating Content People are Actually

Searching for!

Instead talk to them about:

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@ArnieK

The companies that truly

understand these principles

are the ones doing incredible

things online.

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@ArnieK

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@ArnieK

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@ArnieK

Consider 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

vert.ms/cmworks

Tweet: @ArnieK’s NEW Content Marketing book is FREE at http://vert.ms/cmworks

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