content marketing trends for social media and seo
DESCRIPTION
Content Marketing is the driving force in both Social Media and SEO and an increasing number of companies are allocating huge amount of marketing dollars to create content. As part of Instant E-Training's Webinar series, Content Marketing expert and Author of Accelerate!, Arnie Kuenn will talk about the top Content Marketing Trends that will affect both Social Media and SEO and what businesses can do to stay ahead of the curve. In this Webinar presentation, you will learn... > What is Content Marketing > Latest stats into Content Marketing Industry > Types of Content companies in both B2C and B2B can create > Content Marketing and Social Media > How to drive SEO through Content MarketingTRANSCRIPT
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Arnie Kuenn
President, Vertical Measures
Content Marketing
Trends in 2013
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About Instant E-Training
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Training attended by
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Arnie Kuenn
President, Vertical Measures
Content Marketing
Trends in 2013
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ABOUT YOUR PRESENTER…
• President of Vertical Measures –
A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute &
Instant E-Training
• Been an Internet marketer longer than Google has
existed.
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“Content Marketing”
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Content Marketing - The Top Priority
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What is content marketing?
• Content marketing is the art of providing relevant, valuable content
to your customers without selling or interrupting them.
• Instead of pitching your products or services, you are delivering
information that makes your prospects more informed before they
buy.
• If you deliver consistent, ongoing valuable information to your
prospects, they ultimately reward you with their business and loyalty.
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Research conducted by the Custom Content
Council
• 90% of consumers find custom content useful
• 78% of people believe that organizations providing custom content
are interested in building good relationships with them
• 77% of people understand that an organization’s goal for custom
content is to sell them something, but are OK with it as long as it
provides value
• 73% of people prefer to get information about an organization in a
collection of articles rather than in a traditional advertisement
• 61% of people feel better about a company that delivers custom
content and are more likely to buy from that company
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This is not a 30 day R.O.I.
BUT THE LONG-TERM PAYOFFS CAN
BE HUGE
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ACHIEVING SUCCESS IS CONTINUOUS, PLANNED
OUT PROCESS
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THINK LIKE A PUBLISHER!
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DEVELOP YOUR STRATEGY
• Strategy will evolve through the whole process
• Why are you creating the content you are creating?
• Who is your audience?
• Who are you? – Determine your “voice”
• What types of content will you create?
• How will you develop your content?
• When will you develop your content?
• What does success look like?
• What is different a year from now?
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SOME FACTS
Source: GroupM
of all consumers use search
prior to making a purchase
of searchers conduct non-
branded queries
of buyers click on organic
links vs the sponsored ads
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WHAT ARE WE SEARCHING FOR?
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You are becoming a better searcher
• The general trend is that people who are searching for 2 or 3 word
phrases is decreasing, while people who are searching for 4, 5, or
even 8 word phrases is increasing.
– 4-word searches = 14.89% (previously was 12.83%)
– 5-word searches = 8.68% (previously was 5.64%)
– 6-word searches = 4.65% (previously was 2.32%)
– 7-word searches = 2.49% (previously was 0.98%)
– 8-word searches = 3.43% (no one did 8-word searches in 2004!)
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Long Tail is the Key!
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LIST ALL CONTENT IDEAS IN A SPREADSHEET
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PUT TOGETHER AN EDITORIAL CALENDAR
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Lists – People Still Love Them
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Interviews – Help Make You the Expert
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VIDEOS! – They Are Not That Hard
User Generated
Fun Interviews
Behind the scenes
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INFOGRAPHICS ARE HOT RIGHT NOW
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FREE GUIDES TO BUILD YOUR LIST
- Lead generator
- Link attractor
- Long life span
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ALL DIFFERENT – BUT CORE ELEMENTS
Web pages, News, Local, Images & Videos
1. Links pointing to your content
2. Titles & title tags (viewed in results)
3. Description meta tag (viewed in results)
4. Image alt text tags
5. H1 Tag (headline tag – only one!)
6. Page load times
7. Freshness of content
8. AuthorRank
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PROMOTE YOUR CONTENT
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SHARING NEW CONTENT CAN BE VERY SIMPLE
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Measure!
• Measure for successes…
and failures
• Check your rankings,
traffic, conversions and
other key metrics
• Focus on the strategies
that are providing the best
ROI and keep rolling out
the content
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In summary…
Buyers need information that helps
them make an informed decision.
Businesses that provide that
content will win.
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How about a recap?
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THANK YOU VERY MUCH!
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
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Introducing…
Blogging Strategies
Visual Content for Instagram, Pinterest
Data Driven Content Marketing
Building Content Marketing Team
Videos for Content Marketing
Content Marketing for Mobile
Content Marketing ROI
21 Live Online Sessions covering…
Content Marketing Strategy
Content Marketing For Social Media
Persona Based Content Marketing
Content Marketing For SEO
Content Marketing for B2B Leads
Content Strategies for Social Web
Content Promotion and Distribution
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Top Content Marketing Experts….
Brian Clark
CopyBlogger
Marcus Sheridan Tim Ash Arnie Kuenn Heidi Cohen Mike Corak
Brian Carter
Michael Weiss” Ardath Albee
Jonah Berger Matt Siltala Kaila Strong
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