How to Win at Search, Social and Content Marketing
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Transcript of How to Win at Search, Social and Content Marketing
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Twitter: @ArnieK #OMSummit
How to Win at Search, Socialand Content Marketing!
Arnie Kuenn
President, Vertical Measures
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Twitter: @ArnieK #OMSummit
About Your Presenter…
• President of Vertical Measures – A Search, Social & Content Marketing Services Company
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Been an Internet marketer longer than Google has existed.
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Twitter: @ArnieK #OMSummit
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Twitter: @ArnieK #OMSummit
“content marketing”
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Twitter: @ArnieK #OMSummit
What Content Marketing is NOT
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Twitter: @ArnieK #OMSummit
Content Marketing is a Continuous, Planned Out Process
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Twitter: @ArnieK #OMSummit
• Buyers need content that makes them smarter and more knowledgeable.
• Businesses that provide that content will win.
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Twitter: @ArnieK #OMSummit
You just need to understand how it all works, execute on a strategy and have FUN with it!
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Twitter: @ArnieK #OMSummit
Still Focus on Search? – YES!
• 93% of all buyers online or in stores use search prior to making a purchase
• 86% of searchers conduct non-branded queries.
• 94% of buyers click on organic links versus 6% on paid links for branded queries.Sources: GroupM, Did-it, Enquiro, and Eyetools.
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Twitter: @ArnieK #OMSummit
Think Like a Publisher!
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Twitter: @ArnieK #OMSummit
Develop Your Strategy – Questions to Answer
• Strategy will evolve through the whole process
• Why are you creating the content you are creating?
• Who is your audience?• Who are you? – Determine your “voice”• What types of content will you create?• How will you develop your content?• When will you develop your content?• What does success look like? • What is different a year from now?
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Twitter: @ArnieK #OMSummit
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Twitter: @ArnieK #OMSummit
Start With Research
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Twitter: @ArnieK #OMSummit
List all Content Ideas in a Spreadsheet
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Twitter: @ArnieK #OMSummit
Put Together An Editorial Calendar
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Twitter: @ArnieK #OMSummit
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Twitter: @ArnieK #OMSummit
Create Great Content
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Twitter: @ArnieK #OMSummit
Address Pricing / Cost
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Twitter: @ArnieK #OMSummit
Comparisons
Showcase your product or service then compare and contrast to others.
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Twitter: @ArnieK #OMSummit
Free Guides To Build Your List
474 backlinks from 123 unique domains
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Twitter: @ArnieK #OMSummit
Interviews – Help Make You the Expert
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Twitter: @ArnieK #OMSummit
VIDEOS! – They Are Not That Hard
User Generated
FunInterviews
Behind the scenes
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Twitter: @ArnieK #OMSummit
Lists – People Still Love Them
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Twitter: @ArnieK #OMSummit
Curation or Aggregation
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Twitter: @ArnieK #OMSummit
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Twitter: @ArnieK #OMSummit
All Different – But Core Items
• Content is found through social media and search engines – so optimize it!
• Web pages, News, Local, Images & Videos1. Links pointing to your content
2. Titles & title tags (viewed in results)
3. Description meta tag (viewed in results)
4. Image alt text tags
5. H1 Tag (headline tag – only one!)
6. Page load times
7. Freshness of content
8. URL structure (short & include KW’s)
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Twitter: @ArnieK #OMSummit
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Twitter: @ArnieK #OMSummit
Promote Your Content
• Understand who your customer is and where they are online.
• Conduct PR and blogger pitches
• Develop relationships & build partnerships
• People share your ideas, link to your content.
• Mentions & Shares are signals (especially G+)
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Twitter: @ArnieK #OMSummit
Pinterest!
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Twitter: @ArnieK #OMSummit
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Twitter: @ArnieK #OMSummit
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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Twitter: @ArnieK #OMSummit
Advertising is just renting the space.
Content Marketing is owning it forever.
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Twitter: @ArnieK #OMSummit
Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon– Today only! #OMSummit
Kindle VersionOctober 23, 2012
Only
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Twitter: @ArnieK #OMSummit
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
Thank You Very Much!