Instructed by Arnie Keunn.

1. How to Win at Search, Social
Arnie Kuenn
and Content Marketing!
President, Vertical Measures
“8 Steps to Discovering & Creating
Content Your Market Will Love”

2. ABOUT YOUR PRESENTER…
• President of Vertical Measures – A Search,
Social & Content Marketing Agency
• Instructor for the Content Marketing
Institute & Online Marketing Institute
• Been an Internet marketer longer than
Google has existed.

4. “content marketing”

5. CONTENT MARKETING IS CONTINUOUS,
PLANNED OUT PROCESS

6. YOU JUST NEED TO
UNDERSTAND HOW IT
ALL WORKS, EXECUTE
ON A STRATEGY AND
HAVE FUN WITH IT!

7. SOME FACTS
of all consumers use search
prior to making a purchase
of searchers conduct nonbranded queries
of buyers click on organic links
versus the sponsored ads
Source: GroupM

8. THINK LIKE A PUBLISHER!

9. DEVELOP YOUR STRATEGY
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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?

12. BUYERS NEED INFORMATION
THAT MAKES THEM MORE
KNOWLEDGEABLE ABOUT
THEIR OPTIONS.
BUSINESSES THAT PROVIDE THAT
CONTENT WILL WIN.

13. START WITH RESEARCH
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/

15. More than 112
questions about
“online nursing
programs” (exact
match).
More than 3,600
using broad match!

16. Long tail searches
are the key to
success!

17. LIST ALL CONTENT IDEAS IN A SPREADSHEET

18. PUT TOGETHER AN EDITORIAL CALENDAR

20. ADDRESS PRICING / COST

21. COMPARISONS
Showcase your product or service then compare and contrast to others.

22. INTERVIEWS HELP MAKE YOU THE EXPERT

23. VIDEOS! – THEY ARE NOT THAT HARD
Interviews
Behind the scenes
Fun
User Generated

24. LISTS – PEOPLE STILL LOVE THEM

25. CURATION OR AGGREGATION

26. INFOGRAPHICS ARE HOT RIGHT NOW

27. FREE GUIDES TO BUILD YOUR LIST
- Lead generator
- Link attractor
- Long life span
474 backlinks from 123 unique domains

29. ALL DIFFERENT – BUT CORE ELEMENTS
•
Web pages, News, Local, Images
& Videos
1.
2.
3.
4.
5.
6.
7.
8.
Links pointing to your content
Titles & title tags (viewed in results)
Description meta tag (viewed in results)
Image alt text tags
H1 Tag (headline tag – only one!)
Page load times
Freshness of content
AuthorRank

31. PROMOTE YOUR CONTENT

33. DISTRIBUTE OR REPURPOSE YOUR CONTENT
Source: CMI & MarketingProfs

35. BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit
– Internal links
– Guest blog posts or articles
– Blog & forum participation
– Where you have relationships
– Local partners & listings
– Competitive research for similar content
• The best links:
– Are from trusted sites
– Have varied anchor text
– Are from many different, relevant websites
– Determined editorially

37. 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

38. ADVERTISING IS JUST RENTING THE SPACE.
CONTENT MARKETING IS OWNING IT FOREVER.

39. THANK YOU VERY MUCH!
More Traffic. More Leads. More Business.
Contact: 888-476-1881
www.VerticalMeasures.com