Presented by Shana Sullivan

FROM FRUSTERATION TO SUCCESS WITH

CONTENT MARKETING

@ShanaSullivan38#DSSEA

About Your Presenter...

● Project Manager and Trainer at Vertical Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ

● Sample of our 40+ clients:

@ShanaSullivan38#DSSEA

@ShanaSullivan38#DSSEA

Executive team is not leading the way

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Content marketing isn’t a campaign, a tactic, or a strategy.

Content marketing is a culture.

@ShanaSullivan38#DSSEA

The wrongkind of strategy

v

@ShanaSullivan38#DSSEAThis is how we work with clients today

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Failure to amplify

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1. Organic• Links• Social• Influencers• Distribution

2. Paid• Press releases• Influencers• PPC

If you build it, they (might) come

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Nurturing leads is an afterthought

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It’s Not that Hard!

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Lack of optimization

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@ShanaSullivan38#DSSEA

Source: https://chitika.com/google-positioning-value

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90%+ of buyers click on organic

links vs. the sponsored ads

90%

86% of searchers

conduct non-branded queries

86%86%

93% of all consumers use search prior to

making a purchase

93%

@ShanaSullivan38#DSSEA

1. Unintentional duplicate content

2. Slow page-load times3. Poor HTML4. Poorly optimized

images/videos

5. Bad backlinks/Not enough

6. Thin content7. Not Mobile Friendly

Most Common SEO Problems

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SEO Learning Series: 101, 202, Penalties & MoreWatch Videos: VerticalMeasures.com/resources/seo

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You’re afraid to publish the best content

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• Cost/Price• Problems/Issues• VS./Comparisons

• Reviews• Best/Top• Resource Pages

What People Actually Look For

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Ideation gone awry

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Ask your Staff!

@ShanaSullivan38#DSSEAGoogle Suggest

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KeywordTool.io

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@ShanaSullivan38#DSSEAPro tip

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How to Grow Your Business Without Keywords Video

Watch: VerticalMeasures.com/ideation

@ShanaSullivan38#DSSEANo matter how big or small you are

@ShanaSullivan38#DSSEA

@ShanaSullivan38#DSSEA

@ShanaSullivan38#DSSEAOr what industry you’re in…

@ShanaSullivan38#DSSEA

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@ShanaSullivan38#DSSEAOur own client example

Started publishing content weekly

SinceMarch2016,organictrafficisup240%,leadsareup221%.

@ShanaSullivan38#DSSEAIn summary…

1. Your whole company needs to buy-in and truly understand Content Marketing

2. You need to have a documented, agile strategy3. You must create content people are actually

searching for!4. You must not skip the ideation step.

@ShanaSullivan38#DSSEA

The companies that truly understand these principles

are the ones doing incrediblethings online.

Tweet: @VerticalMeasure’sContent Marketing book is

FREE at http://vert.ms/cmworks

Thank You!@ArnieK#DSP15