Post on 29-Nov-2014
description
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #Pubcon
Content Creation Strategy
@ArnieK #Pubcon
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
• Wrote the content marketing book Accelerate!
@ArnieK #Pubcon
@ArnieK #Pubcon
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
Buyers are searching for information that helps them make an informed decision.
Businesses that provide that useful information - will win.
@ArnieK #Pubcon
Because most of our clients are not the NYY, we strongly suggest playing MONEYBALL
1 in 4 at bats = hit (a success)
1 in 36 at bats = home run (a big success)
1 in 1,691 at bats = grand slam (viral success)
THE ODDS OF HITTING A GRAND SLAM
@ArnieK #Pubcon
(
In order to play content MONEYBALL, you need to come up with hundreds of ideas so you can create fresh, useful content on a frequent basis.
Here’s how we do it…
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SITE SEARCH
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SITE SEARCH
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ASK YOUR STAFF!
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• What made you trust us? (About Us)
• What information do you wish we had provided upon first contact?
• What information do you wish we had explained upon completion of services?
• What information were you looking for when you began searching for a company like ours?
• What do you wish we would do better?
ASK YOUR CUSTOMERS…
Flow motion cafe
@ArnieK #PubconRESEARCH TOOLS
Google Keyword
Suggest
Related Searches
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KeywordTool.io
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@ArnieK #Pubcon
More than 410 questions about
More than 3,400 using broad match!
“visit the grand canyon” (exact match)
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@ArnieK #Pubcon
Long tail searches are like hitting those singles.
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@ArnieK #Pubcon
@ArnieK #Pubcon
@ArnieK #Pubcon
LIST ALL CONTENT IDEAS IN A SPREADSHEET
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PUT TOGETHER AN EDITORIAL CALENDAR
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FREE GUIDES, CASE STUDIES & WHITE PAPERS
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FREE GUIDES, CASE STUDIES & WHITE PAPERS
@ArnieK #Pubcon
Lead generatorLink attractorLong life span
FREE GUIDES, CASE STUDIES & WHITE PAPERS
@ArnieK #Pubcon
@ArnieK #Pubcon
@ArnieK #Pubcon
@ArnieK #Pubcon
@ArnieK #Pubcon
• 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 other marketing expenses.”
THE RESULTS…
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ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
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Courtesy of The Sales Lion
@ArnieK #Pubcon
Courtesy of The Sales Lion
Courtesy of The Sales Lion
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Courtesy of The Sales Lion
Courtesy of The Sales Lion
@ArnieK #Pubcon
5 MONTHS
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4.5 MONTHS
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6.5 MONTHS
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REMEMBER:
1 in 4 at bats = hit(
The key is to keep going to the plate, take your swings, be happy with your singles, and do it over and over again!
THE ODDS OF HITTING A GRAND SLAM
@ArnieK #Pubcon
@ArnieK #Pubcon
@ArnieK #Pubcon
The best time to starta content marketing program is 5 years ago.
The second best time is NOW!
@ArnieK #Pubcon
@ArnieK #Pubcon
SHAMELESS PLUG
We offer the bestcontent marketingworkshops in theindustry and canbring them to you.
@ArnieK #Pubcon
More Traffic. More Leads. More Business. www.VerticalMeasures.com
Tweet: @ArnieK’s content marketing book @AccelerateBook – is FREE on Amazon Kindle – Today only! #Pubcon