wacvb content marketing quick start
TRANSCRIPT
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Content Marketing
A Quick StartMike Huber, Director of Business Strategy, Vertical Measures
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#WACVBTechSummit
● Vertical Measures is a 50 person search,
social & content marketing agency
in Phoenix
● Our clients range from a local HVAC
company to brands known world-wide
● Digital Marketer since late ‘90s
● Former Director of Marketing for Online
Hotel Booking Company (Groups)
About Your Presenter@mjhuber
Mike Huber
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www.verticalmeasures.com
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www.verticalmeasures.com
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2009 2011 2013 2015
“Content Marketing”
@mjhuber
Google Trends
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#WACVBTechSummit
@mjhuber
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www.verticalmeasures.com
IMPACT OF MONTHLY BLOGARTICLES ON INBOUND LEADS
-HubSpot
NEW
LEADS
INDEX
MONTHLY BLOG
POSTS
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www.verticalmeasures.com
TRAFFIC
INDEX
TOTAL BLOG POSTS-HubSpot
IMPACT OF TOTAL PUBLISHED BLOGPOSTS ON INBOUND TRAFFIC
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“NOW,
RELATIONSHIPS
ARE CREATED
WITH
INFORMATION,
NOT PEOPLE.”-YoutilityBook.com
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● Content marketing is the art of providing relevant, useful contentto 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.
● If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.
What is Content Marketing?@mjhuber
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What is Content Marketing?@mjhuber
Self Serve Information
Complete Transparency
Real-Time Relevance
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@mjhuber
GREAT CONTENT works on its own behalf. It can spread,
persuade and convert people without your help, just by
virtue of being
RELEVANT AND USEFUL.
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@mjhuber
http://tomfishburne.com/2013/10/cmo-of-the-month.html
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But The Long-Term
Payoffs Can Be Huge
This is not a 30 day R.O.I.
@mjhuber
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Courtesy of The Sales Lion
@mjhuber
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#WACVBTechSummit
Zero Moment of Truth@mjhuber
Stimulus – Advertising
Buy
Experience
Consulting –
10.4 sources before making their buying decision
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#WACVBTechSummit
@mjhuber
Buyers are searching for
information that helps them
make an informed decision.
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#WACVBTechSummit
@mjhuber
Businesses that provide
that information - will win.
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#WACVBTechSummit
@mjhuber
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@mjhuber
Sources of Research: US Travel Association (Impact of Travel on State Economies 2013, Domestic Travel Market
Report 2013, International Top 20 Report 2008 – 2013), Destination Analysts (State of the American Traveler
2006 - 2014), Brand USA & PhocusWright (International Market Profiles 2014)
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Pay Per Click@mjhuber
Only 10 to 20%
of people click
here – but can
still pay off.
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How important is SEO and Search?@mjhuber
More than 80%
of people click
here!
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#WACVBTechSummit
What are People Searching For?…
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%
@mjhuber
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Achieving Success is a Continuous Process
@mjhuber
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Establishing Priorities
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#WACVBTechSummit
Think Like a Publisher@mjhuber
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Why are you creating your content?@mjhuber
Have you taken an inventory of your current content?
What will your new content accomplish?
– Customer Retention?
– Increased Revenue?
– Lead Generation?
– Lower Customer Service Costs?
– Thought Leadership?
– Open New Markets?
– More Links?
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#WACVBTechSummit
How good is my current content@mjhuber
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What are you goals? – S-M-A-R-T@mjhuber
• Start with the big company-wide goals
• Marketing Goals
• Department Goals
• Your Goals
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The Sales Funnel@mjhuber
Awareness Problem/Need
Interest Research
Desire Evaluation
Action Decision
Every piece of content
should have a
business purpose
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Who will create your content?@mjhuber
• What expertise will you need?
− Creative writing?
− Sales copy?
− Technical writing?
− Graphics?
− Video?
• Leverage your employees & customers
• Business partners or suppliers may
contribute
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Where will the content be published?@mjhuber
• Your Blog?
• RSS feeds?
• Social accounts?
• News Feeds?
• Sites for Videos, Images, Slides, PR, etc?
• Your web pages?
• Will you have content to download?
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Sharing time@mjhuber
• Identify the steps in your sales funnel.
• What will you measure?
• What does success look like?
• What is your BIG goal?
• What is one of your marketing goals?
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What Are We Searching For?
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Setting content priorities@mjhuber
Destination
Location within the destination
Amenities
Things to do
Check in/check out time
Restaurants
Shopping
Attractions
Events
Groups
Conference space
Meeting rooms
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@mjhuber
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@mjhuber
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Who are you?@mjhuber
• You are a publisher and you must create content to speak to your specific audience and that truly represents YOU!
• Find your voice
− Humorous?
− Serious?
− Researcher?
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Who is your audience?@mjhuber
• Current/potential
customers? People
spending money on your
product or service now or
in the future?
• Location? Are you a
location based business
and how might that
impact your audience?
• Seasonal? Is your
business seasonal with a
changing audience?
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@mjhuber
http://www.upcloseandpersona.com/gender.html
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Sharing time@mjhuber
• Share your personas?
• How many do you have?
• Who are your constituencies?
• Are they clearly defined?
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How are you being found? Keywords
Google Keyword Suggest
Related
Searches
@mjhuber
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What should we write about?
Answer questions
Write about your
expertise
Interview your
customers
Ask your staff
@mjhuber
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Research Tools – Google Alerts@mjhuber
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Research Tools – Google Trends@mjhuber
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YouTube Related Searches
Research Tools - YouTube@mjhuber
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Research Tools - KeywordTool.io@mjhuber
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Research Tools – SerpStat.com@mjhuber
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Research Tools – Answers.Yahoo.com@mjhuber
4,067 results
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Research Tools – Quora.com@mjhuber
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@mjhuber
Ubersuggest.org
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Research Tools – Ubersuggest.org@mjhuber
visit the grand canyon
visit the grand canyon in november
visit the grand canyon in january
visit the grand canyon from vegas
visit the grand canyon from phoenix
visit the grand canyon from los angeles
visit the grand canyon in november
visit the grand canyon in february
visit the grand canyon from vegas
visit the grand canyon from phoenix
visit the grand canyon from los angeles
visit the grand canyon in june
visit the grand canyon in march
visit the grand canyon by car
visit the grand canyon skywalk
visit the grand canyon from flagstaff
visit the grand canyon arizona
visit grand canyon airport
visit grand canyon august
visit grand canyon alone
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@mjhuber
Keywordshitter.com
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@mjhuber
socialmention.com
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Sharing time@mjhuber
• What common questions do you get?
• Where are your content gaps?
• What tools do you use?
• What tools did I leave out?
• Which of these will you try?
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@mjhuber
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List All Content Ideas in a Spreadsheet@mjhuber
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Put Together An Editorial Calendar
VerticalMeasures.com/calendar
@mjhuber
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Create Useful Content
Blogs
eBooks
Curation
Podcasts
Interviews
White Papers
Webcasts/Webinars
Community Forums
Online Quizzes
eNewsletters
Case Studies
Infographics
Contests
Videos
@mjhuber
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@mjhuber
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Address Pricing / Cost@mjhuber
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Showcase your destination and services then compare and contrast to others.
Comparisons@mjhuber
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38 links to this page
111 links to this page
Resource pages@mjhuber
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Curation or Aggregation@mjhuber
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● Lead generator
● Lead nuture
● Link attractor
● Long life span
Free Guides, Case Studies & White Papers@mjhuber
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#WACVBTechSummit
Lists People Still Love Them@mjhuber
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#WACVBTechSummit
Videos – They’re Not That Hard@mjhuber
Interviews Fun
Behind the scenes Demos
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#WACVBTechSummit
Videos – Transcribe Them@mjhuber
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Sharing time@mjhuber
• What ideas stood out to you?
• What will you try?
• What format will you try?
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@mjhuber
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Promotion and distribution@mjhuber
Content Distribution
Driving content to your audience
Content Promotion
Driving audience to your content
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Press Releases@mjhuber
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Sharing New Content Can Be Very Simple@mjhuber
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Source: CMI & MarketingProfs
Distribute or Repurpose Your Content@mjhuber
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http://www.pinterest/source/visitsacramento.com
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● 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
E-mail Campaigns@mjhuber
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Sharing time@mjhuber
• How are you distributing content?
• How are you promoting content?
• What is working?
• What isn’t working?
• How many social media channels
are you using?
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@mjhuber
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@mjhuber
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@mjhuber
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@mjhuber
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HowToConvinceYourBoss.com@mjhuber
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Free on our site -
or print and Kindle on Amazon
vert.ms/cmworks
@mjhuber
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Can’t index 100% of the
content that resides on
your computer.