why your content marketing is not working - and how to fix it

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Presented by Arnie Kuenn Why Your Content Marketing Is Not Working - And How to Fix It

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Presented by Arnie Kuenn

Why Your Content Marketing

Is Not Working - And How to Fix It

@ArnieK #LeadsCon

Content

Marketing

@ArnieK #LeadsCon

@ArnieK #LeadsCon

Executive team

is not leading

the way

@ArnieK #LeadsCon

Content marketing isn’t a

campaign, a tactic, or a

strategy.

Content marketing is a culture.

@ArnieK #LeadsCon

Not creating

most of your

own content

@ArnieK #LeadsCon

You ARE the subject matter experts

It’s a matter of prioritization. How important is it

to you?

Reward those that contribute

Make it easy for the team to share new content

Share results and celebrate milestones with all

The wrong

kind of

strategy

v

@ArnieK #LeadsCon

This is how we work with clients today

@ArnieK #LeadsCon

Failure to

amplify

@ArnieK #LeadsCon

1. Organic

• Links

• Social

• Influencers

• Distribution

2. Paid

• Press releases

• Influencers

• PPC

• Traditional media

If you build it, they (might) come

@ArnieK #LeadsCon

Nurturing

leads is an

afterthought

@ArnieK #LeadsCon

It’s Not that Hard!

@ArnieK #LeadsCon

Lack of

optimization

@ArnieK #LeadsCon

@ArnieK #LeadsCon

Source: https://chitika.com/google-positioning-value

@ArnieK #LeadsCon

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%

@ArnieK #LeadsCon

1. Unintentional

duplicate content

2. Slow page-load times

3. Poor HTML

4. Poorly optimized

images/videos

5. Bad backlinks/Not

enough

6. Thin content

7. Not Mobile Friendly

Most Common SEO Problems

@ArnieK #LeadsCon

SEO Learning Series: 101, 202, Penalties & More

Watch Videos: verticalMeasures.com/resources/seo

@ArnieK #LeadsCon

You’re

afraid to

publish

the best

content

@ArnieK #LeadsCon

• Cost/Price

• Problems/Issues

• VS./Comparisons

• Reviews

• Best/Top

• Resource Pages

What People Actually Look For

@ArnieK #LeadsCon

Ideation

gone

awry

@ArnieK #LeadsCon

Ask your Staff!

@ArnieK #LeadsCon

Google Suggest

@ArnieK #LeadsCon

KeywordTool.io

@ArnieK #LeadsCon

@ArnieK #LeadsCon

@ArnieK #LeadsCon

How to Grow Your Business Without Keywords Video

Watch: VerticalMeasures.com/ideation

@ArnieK #LeadsCon

No matter how big or small you are

@ArnieK #LeadsCon

@ArnieK #LeadsCon

@ArnieK #LeadsCon

Or what industry you’re in…

@ArnieK #LeadsCon

@ArnieK #LeadsCon

@ArnieK #LeadsCon

Data Recovery Client

Started publishing content weekly Penguin 4.0 Update

Since March 2016, organic traffic is up 156.82% or 6,991 sessions

2017

@ArnieK #LeadsCon

In summary…

1. Your whole company needs to buy-in and truly

understand Content Marketing

2. You need to have a documented, agile strategy

3. You must create content people are actually

searching for!

4. You must not skip the ideation step.

@ArnieK #LeadsCon

The companies that truly

understand these principles

are the ones doing incredible

things online.

@ArnieK #LeadsCon

About Your Presenter...

● Vertical Measures is a 50 person Digital

Marketing agency in Phoenix, AZ

● Taught more than 6,000 people in our workshops

● Co-authored: Content Marketing Works

● Sample of our 40+ clients:

Tweet: @VerticalMeasure’s

Content Marketing book is

FREE at

http://vert.ms/cmworks

Thank You!