cmworld how to develop 100s of content ideas

@ArnieK #CMWorld

How Any Business Can

Discover Hundreds of

Powerful Content Ideas Arnie Kuenn

CEO, Vertical Measures

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@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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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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Buyers are searching for

information that helps them

make an informed decision.

Businesses that provide

that information - will win.

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Know Your Keywords

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Site Search

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ASK YOUR

STAFF!

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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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Research Tools

Google Keyword Suggest

Related

Searches

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More Research Tools

YouTube Related

Searches

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KeywordTool.io

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More than 410

questions about

visit the grand canyon

(exact match)

More than 3,400

using broad match!

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Long tail searches are

like hitting those

singles.

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List All Content Ideas in a Spreadsheet

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Download the Template

VerticalMeasures.com/calendar

Put Together an Editorial Calendar

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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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Courtesy of The Sales Lion

Courtesy of The Sales Lion

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Courtesy of The Sales Lion

Courtesy of The Sales Lion

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5 MONTHS

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4.5 MONTHS

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6.5 MONTHS

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The Results

Yales 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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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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Arnie, I just cant 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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Are you telling them you need to be:

Blogging Creating FAQs Doing Content Marketing or Inbound Marketing or Social Media Marketing

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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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The companies that truly

understand these principles

are the ones doing incredible

things online.

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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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vert.ms/cmworks

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

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