@ArnieK

#Zenith2016

Arnie Kuenn, CEO, Vertical Measures

Realize Realistic Results with

Real Content Marketing

@ArnieK

#Zenith2016@ArnieK@ArnieK

#Zenith2016

About Your Presenter...

● Vertical Measures is a 50 person PPC, SEO &

content marketing agency in Phoenix, AZ

● Taught more than 4,000 people in our workshops

● Co-authored: Content Marketing Works

● Sample of our 40+ clients:

@ArnieK

#Zenith2016@ArnieK@ArnieK

#Zenith2016

● Content marketing is the art of providing relevant, useful content to 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.

What is Content Marketing?

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

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%

How Important is Search?

Source: GroupM

@ArnieK

#Zenith2016

Buyers are searching for

information that helps them

make an informed decision.

@ArnieK

#Zenith2016

Buyers are searching for

information that helps them

make an informed decision.

Businesses that provide

that information - will win.

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Types of Content that Really Work

1. Cost

2. Problems

3. VS.

4. Reviews

5. Best

Marcus Sheridan

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016@ArnieK

#Zenith2016

More than

$2,500,000.00

From one single blog post

@ArnieK

#Zenith2016

Source: OperationsManager.com

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016@ArnieK@ArnieK

#Zenith2016VS. or Comparisons

Source: flauntresponsive.com

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

“Since starting this just over 18 month ago, we can

account for at least $4 Million in additional revenue

because of our content marketing efforts…”-Ron Novak, VP of Segue Technologies

@ArnieK

#Zenith2016@ArnieK@ArnieK

#Zenith2016‘The Best’ or ‘Reviews of’

Source: NewFranchiseMall.com

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

Blogs

eBooks

Curation

Podcasts

Interviews

White Papers

Webcasts/Webinars

Community Forums

Online Quizzes

eNewsletters

Case Studies

Infographics

Contests

Videos

Create Useful Content

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Ask Your Staff!

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Google Suggest – B2C

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Google Suggest – B2C

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Google Suggest – B2C

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Google Suggest – B2C

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Google Suggest – B2C

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016Google Suggest – B2C

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016

@ArnieK

#Zenith2016@ArnieK

#Zenith2016Vertical Measures’

Hub & Spoke Model

Promotional Email

Staff Promotional Email

Landing Page

Blog Posts

Twitter Post

Linked in Post

Press Release

Facebook Posts

@ArnieK

#Zenith2016@ArnieK@ArnieK

#Zenith2016

● Don’t ask “What can you write

about?” Ask “What questions do

you get asked every day”

● Do not gamble your success

on creating cute, clever, fun

content. Produce content people

are ACTUALLY searching for!

Every Moment is a Content Opportunity

@ArnieK

#Zenith2016@ArnieK@ArnieK

#Zenith2016

Our Training and Resources

HowToConvinceYourBoss.com

On-Site Workshops

Content Coaching

@ArnieK

#Zenith2016

Tweet: @ArnieK’s Content Marketing

book is FREE at

http://vert.ms/cmworks #Zenith2016

Thank You!

vert.ms/cmworks

@ArnieK

#DSP15

Realize Realistic Results with Real Content MarketingJamie BergerSenior Manager, Digital Marketing - Dell Software

TW @jamiehberger

LI jamiehberger

12x: Global Search, Online Advertising & Media

Organic, Paid, On Site, Digital Consulting

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The Digital world is adjacent like never before... closer than ever. You, the buyer, can jump site to site, platform to platform, medium to medium, message to message, block ads or people, hop content to content... without ever having to interact with a brand or talking to you.Scott Brinker – CTO @ ION Interactive, ChiefMartec.com, Author of Hacking Marketing and A New Brand of Marketing

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Time is the sole measure of scarcity. It’s a zero sum: a minute spent on one site is a minute not on another.

If you are a publisher, enticing someone to spend time on your content means competing with the entire sum of human knowledge.

“building the attention economy”

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Anyone with internet

access and an idea can

potentially develop an

audienceKevin Spacey @ AT&T Dev Summit, Jan 5 2016 in Las Vegas

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If content is Kingintent is Queen,divorce is not an optionJamie Berger

@jamiehberger

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@jamiehberger

Ours is an era of distraction… it’s a punishing drumbeat of constant input, this cacophony which follows us into our homes and into our beds and seeps into our souls, for want of a better word. Sherlock Holmes – Elementary, Season 2 EP 7

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Intent?

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B2B Marketing Framework

• Modern marketing starts with research, strategy and knowing your customer

• Authority and thought leadership drive content marketing tracked by technology

• Automation nurtures life-changing content to and through buyer journeys

• Hand-off to Sales through connected systems, insights and enablement

• Customer engagement creates up and cross-sell opportunities and brand advocates

• Measure, refine, optimize and iterate with tracking and analytics

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Become a publisher

1. Content, social and distribution calendars based on cycles, updates, wins and losses

2. Herd your teams into a collective machine

3. Everything is a negotiation, everyone wins

4. Enable everyone, ask for requirements

5. Be driven with solutions, have empathy

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Become a publisher

6. Tell a story and create a narrative

7. Connect with your prospects and customers, remember they’re HUMAN

8. Constantly ask yourself – what does the reader gain (not me)?

9. If you were the customer, would this content add value to your life?

10. Can you measure milestones and success, if not how do you intend to prove it?

@jamiehberger

Get agile, get focused

Specific

Measurable

Attainable

Relevant

Timebound

@jamiehberger

Get agile, get focused

Specific What is the objective?

Measurable What does good look like?

Attainable “Self…is this realistic?”

Relevant What is the value?

Timebound End of Q2

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You keep using that word…

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Rapid iterations over long term campaigns

Testing and data not HIPPO opinions and conventions

Numerous iterations and experiments not a few very big bets

Collaboration, engagement, accountability and transparency over silos

Engage your audience vs. target markets“Getting Started with Agile”

http://bit.ly/AgileEwel

You keep using that word…

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Responsible Accountable Consulted Informed

Additional Stakeholder Roles include: Channel, eCommerce, Renewals, Solutions, Regional Field, Support* Any work request requires assignment to Sprints and prioritized by Scrum Owners

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Personas = peopleHave empathyWhy should they care?

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If your content strategy doesn’t begin with SEO, it’s broken

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Person focused – more than a persona

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http://bit.ly/ZenithDBA

What?

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So What?

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Now What?

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Then What?

http://bit.ly/ZenithDBA2

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Conversion Rate

24.07%

Registration Rate

13%

Blog Visitor Growth MoM

15%

Measure every miss, every win, report value, and only what matters

Blog Share of Voice

17.5%

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10

20

30

40

50

60

70

80

90

100

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Homepage Authority FY16

Dell.com Software.dell.com

Source: Moz, Open Site Explorer

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0%

10%

20%

30%

40%

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Organic Search Paid Traffic Conversion Rate

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Paid Social is to Content Marketing as PPC is to SEO Marty Weintraub

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With scaled content marketing, becoming agile and acting as a publisher… and, after migrating 3 major sites

Pipeline Revenue

Organic Contribution YoY

FY15 FY16

Mil

lio

ns

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Agile ≠ do more

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Agile ≠ go faster

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Thank you!Jamie BergerTW @jamiehbergerLI jamiehbergerE jamiehberger@gmail.comE jamie_berger@dell.com

@jamiehberger