how to win at search, social & content marketing
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www.verticalmeasures.com
HOW TO WIN AT SEARCH, SOCIAL & CONTENT MARKETING
Arnie Kuenn, President, Vertical Measures - @ArnieK
#ActOnSW
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“CONTENT MARKETING”
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CONTENT MARKETING HAS BECOME THE TOP PRIORITY
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BUT WHY CONTENT MARKETING?
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RECENT STUDIES INDICATE…
• B2B & B2C companies with 101+ pages of content generate 2.5X as many leads as those with 50 or less
• Companies that Blog 15X or more per month have 5X times the traffic compared to companies that don’t
• Companies that regularly blog have 4X as many pages in the Google index
• And they have 2X as many backlinks
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HOW IMPORTANT IS SEARCH?
of all consumers use search prior to making a purchase
Source: GroupM
93%
86%
90+%
of searchers conduct non-branded queries
of buyers click on organic links vs the sponsored ads
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ACHIEVING SUCCESS IS A CONTINUOUS, PLANNED OUT PROCESS
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THINK LIKE A PUBLISHER!
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DEVELOP YOUR STRATEGY - SUMMARY
• 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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WHAT ARE WE SEARCHING FOR?
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I’m looking to be informed and entertained. Will I find your business?
Do you know how many “wishes” were granted yesterday?
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I’m looking to be informed and entertained. Will I find your business?
Do you know how many “wishes” were granted yesterday?
Over 4.7 billion!
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START YOUR RESEARCH HERE!
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
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More than 112 questions about “online nursing programs” (exact match).
More than 3,600 using broad match!
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Long tail searches are the key to success!
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LIST ALL CONTENT IDEAS IN A SPREADSHEET
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PUT TOGETHER AN EDITORIAL CALENDAR
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PUT TOGETHER AN EDITORIAL CALENDAR
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DIFFERENT TYPES OF CONTENT
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ADDRESS PRICING / COST
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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
FunInterviews
Behind the scenes
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INFOGRAPHICS – HOT RIGHT NOW
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FREE GUIDES TO BUILD YOUR LIST
474 backlinks from 123 unique domains
- Lead generator- Link attractor- Long life span
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ALL DIFFERENT – BUT CORE ELEMENTS
Web pages, News, Local, Images & Videos1. 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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DON’T GET HUNG UP ON SOCIAL
This page had more than 1,000 views.
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DISTRIBUTE OR REPURPOSE YOUR CONTENT
Source: CMI & MarketingProfs
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E-MAIL CAMPAIGNS
• Essential Elements– Visually appealing and branded– Incorporate into editorial calendar: plan frequency– Segmenting: targeted messaging– Great subject line– Stay brief: Read More, Get More Details
• Distribution Services:– Constant Contact– Vertical Response– Mail Chimp
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BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit– Internal links– Fix 404, 500 and 302 errors– Guest blog posts or articles– Blog & forum participation– Local partners & listings– Competitive research for similar content
• The best links:– Are from trusted sites– Have varied anchor text– Are from many different, relevant websites– Determined editorially
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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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THIS DOES NOT HAPPEN OVER NIGHT…
• 100-200 total blog posts• 6-9 months of consistent effort
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Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon– Today only! Thx to #ActOnSW
Kindle VersionMarch 21, 2013 Only
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Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUCH!