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…

@ArnieK #Pubcon

SITE SEARCH

@ArnieK #Pubcon

SITE SEARCH

@ArnieK #Pubcon

ASK YOUR STAFF!

@ArnieK #Pubcon

• 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

@ArnieK #Pubcon

KeywordTool.io

@ArnieK #Pubcon

@ArnieK #Pubcon

More than 410 questions about

More than 3,400 using broad match!

“visit the grand canyon” (exact match)

@ArnieK #Pubcon

@ArnieK #Pubcon

Long tail searches are like hitting those singles.

@ArnieK #Pubcon

@ArnieK #Pubcon

@ArnieK #Pubcon

@ArnieK #Pubcon

LIST ALL CONTENT IDEAS IN A SPREADSHEET

@ArnieK #Pubcon

PUT TOGETHER AN EDITORIAL CALENDAR

@ArnieK #Pubcon

FREE GUIDES, CASE STUDIES & WHITE PAPERS

@ArnieK #Pubcon

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…

@ArnieK #Pubcon

ACHIEVING SUCCESS IS A CONTINUOUS PROCESS

@ArnieK #Pubcon

Courtesy of The Sales Lion

@ArnieK #Pubcon

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #Pubcon

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #Pubcon

5 MONTHS

@ArnieK #Pubcon

4.5 MONTHS

@ArnieK #Pubcon

6.5 MONTHS

@ArnieK #Pubcon

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