@ArnieK #CMWorld
How Any Business Can
Discover Hundreds of
Powerful Content Ideas Arnie Kuenn
CEO, Vertical Measures
#CMWorld
@ArnieK
About Your Presenter…
•Vertical Measures is a 50 person search,
social & content marketing agency in Phoenix
•Our clients range from a local HVAC company
to brands known world-wide
•Columnist for Marketing Land, Chief Content
Officer & LinkedIn
•Wrote the content marketing book Content
Marketing Works
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@ArnieK
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@ArnieK
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@ArnieK
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What are people searching for?
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%
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@ArnieK
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
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@ArnieK
Know Your Keywords
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@ArnieK
Site Search
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@ArnieK
ASK YOUR
STAFF!
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@ArnieK
• 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
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@ArnieK
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Research Tools
Google Keyword Suggest
Related
Searches
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More Research Tools
YouTube Related
Searches
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KeywordTool.io
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More than 410
questions about
“visit the grand canyon”
(exact match)
More than 3,400
using broad match!
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@ArnieK
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Long tail searches are
like hitting those
singles.
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List All Content Ideas in a Spreadsheet
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Download the Template
VerticalMeasures.com/calendar
Put Together an Editorial Calendar
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Create Content People Are Searching For!
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Vertical Measures’ Hub & Spoke Model
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All 8 Steps Are Important!
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Courtesy of The Sales Lion
Courtesy of The Sales Lion
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@ArnieK
Courtesy of The Sales Lion
Courtesy of The Sales Lion
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@ArnieK
Courtesy of The Sales Lion
Courtesy of The Sales Lion
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@ArnieK
5 MONTHS
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4.5 MONTHS
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6.5 MONTHS
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The Results…
• 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 marketing expense.”
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@ArnieK
It Takes Courage…
• It takes courage to give away something of value without the expectation of immediate return
• It takes courage to trust that your customers and prospective customers will reward you with attention and sales and loyalty at some point in the future
• It takes courage to play the long game, not the short game
Hat tip to Jay Baer of Convince and Covert
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“Arnie, I just can’t get our
management to see the potential
in this. Getting buy-in seems to
be impossible…”
The most common thing we hear after
our workshops…
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@ArnieK
Are you telling them you need to be:
• Blogging
• Creating FAQ’s
• Doing Content Marketing or
• Inbound Marketing or
• Social Media Marketing
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@ArnieK
• Building a Learning Center
• Helping Your Prospects Make a Decision
• Listening to what Customers are telling Us
• Teaching our Customers
• Communicating on a Regular Basis
• Creating Content People are Actually
Searching for!
Instead talk to them about:
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@ArnieK
The companies that truly
understand these principles
are the ones doing incredible
things online.
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@ArnieK
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@ArnieK
Consider a Content Marketing Workshop
We offer the best
content marketing
workshops in the
industry and can
bring them to you.
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Tweet: @ArnieK’s NEW Content Marketing book is FREE at http://vert.ms/cmworks
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