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How to Win at Search, Social & Content Marketing

Arnie Kuenn, CEO, Vertical Measures

@ArnieK #TMSAConf

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About Your Presenter…

• Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ

• Instructor for the Content Marketing Institute & Online Marketing Institute

• Columnist for Marketing Land, Chief Content Officer & LinkedIn

• Been an Internet marketer longer than Google has existed.

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“Content Marketing”

Google Trends

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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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This is not a 30 day R.O.I.

BUT THE LONG-TERM PAYOFFS CAN BE HUGE

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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

Strategy will evolve through the whole process

• Why are you creating the content you are creating?

• Who is your audience?

• What types of content will you create?

• Who will create your content?

• When will you develop your content?

• What does success look like?

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What are we searching for?

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Start Your Research Here!

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Google Research Tools

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List All Content Ideas in a Spreadsheet

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Longer Search String = More Clicks

Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013

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Put Together An Editorial Calendar

VerticalMeasures.com/calendar

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Address Pricing / Cost

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Comparisons

Showcase your product or service then compare and contrast to others.

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Lists – People Still Love Them

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Resource Pages

38 links to this page

111 links to this page

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Free Guides, Case Studies & White Papers

- Lead generator - Link attractor - Long life span

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ModSpace

PDF Downloads • Temporary Buildings • Office Trailers • Designer Offices • Modular Complexes • Classrooms • 150-mph Wind-Load Office • Space Assessment Guide • 5 Steps to the Right Mobile Office

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ModSpace

Case Studies by Industry and Application

• Featured • Industry • Application • Permanent • Temporary

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ModSpace

Blog

• Regular & frequent posts

• Infographics

• Video

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Buyers need information that helps them make an informed decision.

Businesses that provide that useful information - will win.

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Benefits of a Blog

• Gives you a vehicle to post new content

• Allows for internal linking

• Keeps the search engines coming back – have 434% more indexed pages*

• Have 2X as many backlinks*

• Your site gets 55% more traffic*

• You have 79% more Twitter followers*

Source: *Hubspot

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@ArnieK #TMSAConf Optimize Your Content!

More than 80% will click here!

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Most Common Problems We Find?

• Unintentional duplicate content • Duplicate title & description tags • Thin content • Blocked pages or site • Over optimization of anchor text in

backlinks and footer

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Advertising! Pay Per Click (PPC) and Native Advertising

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Sharing New Content Can Be Very Simple

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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

– Plan out segmented drip or follow up campaigns

– Stay brief: Read More, Get More Details

– Great subject line!

Distribution Services: – Exact Target

– Constant Contact

– Vertical Response

– Mail Chimp

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47% Of Emails Are Opened On A Mobile Device

SOURCE: LITMUS - September 2013

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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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All 8 Steps Are Important!

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Courtesy of The Sales Lion

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The Results…

Yale’s 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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The best time to start a

content marketing program

is 5 years ago.

The second best time is

NOW!

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SHAMELESS PLUG

We offer the best content marketing workshops in the industry and can bring them to you.

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More Traffic. More Leads. More Business.

www.VerticalMeasures.com

Raffle Time!