how to conquer the content marketing trough of disillusionment
TRANSCRIPT
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Presented by Mike Huber
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@mjhuber
About Your Presenter...● Sr. Director of Strategy and Education at Vertical
Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ
● In the digital space since the late 90’s● Sample of our 40+ clients:
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@mjhuber
Content Marketing
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@mjhuber
Executive team is not leading the
way
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@mjhuber
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@mjhuber
Content marketing isn’t a campaign, a tactic, or a strategy.
Content marketing is a culture.
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@QuinnCW
Not creating most of your own content
• Your team must contribute• You ARE the subject matter experts• Is content marketing a priority?• Reward those that contribute• Make it easy for the team to share• Share results and celebrate milestones
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@mjhuber
The wrong kind of strategy
v
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@mjhuberThis is how we work with clients today
• Workshop• Coaching• Agile strategy• Deep ideation• Teach writing skills• Hub & spoke model• Optimize (SEO)• Promote the content• Set up lead nurturing• Measure
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@mjhuber
Failure to amplify
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@mjhuber
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@mjhuber
1. Organic• Links• Social• Influencers• Distribution
2. Paid• Press releases• Influencers• PPC
If you build it, they (might) come
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@mjhuber
Nurturing leads is an
afterthought
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@mjhuber
It’s Not that Hard!
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@mjhuber
Lack of optimization
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@mjhuber
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@mjhuber
Source: https://chitika.com/google-positioning-value
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@mjhuber
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%
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@mjhuber
1. Unintentional duplicate content
2. Slow page-load times3. Poor HTML4. Poorly optimized
images/videos
5. Bad backlinks/Not enough
6. Thin content7. Not Mobile Friendly
Most Common SEO Problems
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@mjhuber
SEO Learning Series: 101, 202, Penalties & MoreWatch Videos: verticalMeasures.com/resources/seo
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@mjhuber
You’re afraid to
publish the best
content
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@mjhuber
• Cost/Price• Problems/Issues• VS./Comparisons
• Reviews• Best/Top• Resource Pages
What People Actually Look For
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@mjhuber
Ideation gone awry
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@mjhuber
Ask your Staff!
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@mjhuber
Google Suggest
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@mjhuber
KeywordTool.io
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@mjhuber
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@mjhuber
Pro tip
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@mjhuber
Search Volume
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@mjhuber
How to Grow Your Business Without Keywords Video
Watch: VerticalMeasures.com/ideation
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@mjhuber
No matter how big or small you are
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@mjhuber
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@mjhuber
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@mjhuberOr what industry you’re in…
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@mjhuber
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@mjhuber
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@mjhuber
Our own client example
Started publishing content weekly
Penguin 4.0 Update
Since March 2016, organic traffic is up 240%, leads are up 221%.
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@mjhuber
Our own content example
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@mjhuber
In summary… 1. Your whole company needs to buy-in and truly
understand Content Marketing2. You need to have a documented, agile strategy3. You must create content people are actually
searching for!4. You must not skip the ideation step.
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@mjhuber
The companies that truly understand these principles
are the ones doing incredible things online.
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@mjhuber
About Your Presenter...● Sr. Director of Strategy and Education at Vertical
Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ
● Founder of Arizona Tourism● Sample of our 40+ clients:
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Tweet: @VerticalMeasure’s Content Marketing book is
FREE at http://vert.ms/cmworks
Thank You!@ArnieK#DSP15