Arnie Kuenn, CEO, Vertical Measures

@ArnieK #DDSUM14

How to Consistently Win

at Content Marketing

@ArnieK #DDSUM14

ABOUT YOUR PRESENTER

• Vertical Measures is a 50 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 brand new book Content

Marketing Works

@ArnieK #DDSUM14

VERTICAL MEASURES

about VM stuff goes here

@ArnieK #DDSUM14

ACHIEVING SUCCESS IS A CONTINUOUS PROCESS

@ArnieK #DDSUM14

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.

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 #DDSUM14

(

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 #DDSUM14

ASK YOUR

STAFF!

@ArnieK #DDSUM14

RESEARCH TOOLS

Google Keyword

Suggest

Related

Searches

@ArnieK #DDSUM14

KeywordTool.io

@ArnieK #DDSUM14

More than 410

questions about

More than 3,400

using broad match!

“visit the grand canyon”

(exact match)

@ArnieK #DDSUM14

@ArnieK #DDSUM14

Long tail

searches are like

hitting those

singles.

@ArnieK #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

LIST ALL CONTENT IDEAS IN A SPREADSHEET

@ArnieK #DDSUM14

PUT TOGETHER AN EDITORIAL CALENDAR

@ArnieK #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

CORE ELEMENTS TO OPTIMIZATION

Web Pages, Images or Videos

1. Links pointing to your content (Internal too)

2. Core Architecture

3. Titles & title tags (viewed in results)

4. Description meta tag (viewed in results)

5. Image alt text tags

6. H1 Tag (headline tag – only one!)

7. Page load times

8. Freshness of content

@ArnieK #DDSUM14

MOST COMMON PROBLEMS WE FIND?

• Unintentional duplicate content

• Duplicate title & meta tags

• Over optimization of anchor text in

backlinks and footer

• No image optimization

• Blocked pages or site

@ArnieK #DDSUM14

@ArnieK #DDSUM14

Sharing New Content Can Be Very Simple

@ArnieK #DDSUM14

ADVERTISING!

Pay Per Click (PPC) and Native Advertising

@ArnieK #DDSUM14

@ArnieK #DDSUM14

FREE GUIDES, CASE STUDIES & WHITE PAPERS

@ArnieK #DDSUM14

FREE GUIDES, CASE STUDIES & WHITE PAPERS

@ArnieK #DDSUM14

Lead generator

Link attractor

Long life span

FREE GUIDES, CASE STUDIES & WHITE PAPERS

@ArnieK #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

• 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 #DDSUM14

ACHIEVING SUCCESS IS A CONTINUOUS PROCESS

@ArnieK #DDSUM14

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #DDSUM14

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #DDSUM14

Courtesy of The Sales Lion

Courtesy of The Sales Lion

@ArnieK #DDSUM14

5 MONTHS

@ArnieK #DDSUM14

4.5 MONTHS

@ArnieK #DDSUM14

6.5 MONTHS

@ArnieK #DDSUM14

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 #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

@ArnieK #DDSUM14

SHAMELESS PLUG

We offer the best

content marketing

workshops in the

industry and can

bring them to you.

@ArnieK #DDSUM14

VerticalMeasures.com/ContentMarketingWorks

Tweet: @ArnieK’s NEW Content Marketing

book is FREE at http://vert.ms/cmworks

#DDSUM14