digital summit phoenix - forget keywords

@ArnieK

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Arnie Kuenn, CEO, Vertical Measures

Forget Keywords - Here’s How To Produce

Content to Grow Your Business

@ArnieK

#DSP16@ArnieK@ArnieK

#DSP16

About Your Presenter...

● Vertical Measures is a 50 person PPC, SEO &

content marketing agency in Phoenix, AZ

● Taught more than 3,000 people in our workshops

● Co-authored: Content Marketing Works

● Sample of our 40+ clients:

@ArnieK


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● Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them.

● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.

What is Content Marketing?

@ArnieK

#DSP16

@ArnieK

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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%86%

How Important is Search?

Source: GroupM

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Buyers are searching for

information that helps them

make an informed decision.

Businesses that provide

that information - will win.

@ArnieK

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@ArnieK

#DSP16Types of Content that Really Work

1. Cost

2. Problems

3. VS.

4. Reviews

5. Best

Marcus Sheridan

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More than

$2,500,000.00

From one single blog post

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Source: OperationsManager.com

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#DSP16VS. or Comparisons

Source: flauntresponsive.com

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“Since starting this just over 18 month ago, we can

account for at least $4 Million in additional revenue

because of our content marketing efforts…”-Ron Novak, VP of Segue Technologies

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#DSP16‘The Best’ or ‘Reviews of’

Source: NewFranchiseMall.com

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#DSP16

@ArnieK

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Blogs

eBooks

Curation

Podcasts

Interviews

White Papers

Webcasts/Webinars

Community Forums

Online Quizzes

eNewsletters

Case Studies

Infographics

Contests

Videos

Create Useful Content

@ArnieK

#DSP16

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#DSP16Ask Your Staff!

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#DSP16Google Suggest – B2C

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#DSP16Google Suggest – B2B

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#DSP16

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#DSP16YouTube for Ideas

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#DSP16@ArnieK

#DSP16Vertical Measures’

Hub & Spoke Model

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Boring Industry?

Not Sexy!

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● Don’t ask “What can you write

about?” Ask “What questions do

you get asked every day”

● Do not gamble your success

on creating cute, clever, fun

content. Produce content people

are ACTUALLY searching for!

Every Moment is a Content Opportunity

@ArnieK


#DSP16

Our Training and Resources

• HowtoConvinceYourBoss.com

• On-Site Workshops

• Content Coaching

@ArnieK

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Tweet: @ArnieK’s Content Marketing

book is FREE at

http://vert.ms/cmworks #DSP16

Thank You!

vert.ms/cmworks

@ArnieK

#DSP15