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www.verticalmeasures.com
HOW TO WIN AT SEARCH, SOCIAL & CONTENT MARKETING
Arnie Kuenn, President, Vertical Measures - @ArnieK
#ActOnSW
“CONTENT MARKETING”
CONTENT MARKETING HAS BECOME THE TOP PRIORITY
BUT WHY CONTENT MARKETING?
RECENT STUDIES INDICATE…
• B2B & B2C companies with 101+ pages of content generate 2.5X as many leads as those with 50 or less
• Companies that Blog 15X or more per month have 5X times the traffic compared to companies that don’t
• Companies that regularly blog have 4X as many pages in the Google index
• And they have 2X as many backlinks
HOW IMPORTANT IS SEARCH?
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
ACHIEVING SUCCESS IS A CONTINUOUS, PLANNED OUT PROCESS
THINK LIKE A PUBLISHER!
DEVELOP YOUR STRATEGY - SUMMARY
• 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?
WHAT ARE WE SEARCHING FOR?
I’m looking to be informed and entertained. Will I find your business?
Do you know how many “wishes” were granted yesterday?
I’m looking to be informed and entertained. Will I find your business?
Do you know how many “wishes” were granted yesterday?
Over 4.7 billion!
START YOUR RESEARCH HERE!
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
More than 112 questions about “online nursing programs” (exact match).
More than 3,600 using broad match!
Long tail searches are the key to success!
LIST ALL CONTENT IDEAS IN A SPREADSHEET
PUT TOGETHER AN EDITORIAL CALENDAR
PUT TOGETHER AN EDITORIAL CALENDAR
DIFFERENT TYPES OF CONTENT
ADDRESS PRICING / COST
LISTS – PEOPLE STILL LOVE THEM
INTERVIEWS – HELP MAKE YOU THE EXPERT
VIDEOS! – THEY ARE NOT THAT HARD
User Generated
FunInterviews
Behind the scenes
INFOGRAPHICS – HOT RIGHT NOW
FREE GUIDES TO BUILD YOUR LIST
474 backlinks from 123 unique domains
- Lead generator- Link attractor- Long life span
ALL DIFFERENT – BUT CORE ELEMENTS
Web pages, News, Local, Images & Videos1. Links pointing to your content
2. Titles & title tags (viewed in results)
3. Description meta tag (viewed in results)
4. Image alt text tags
5. H1 Tag (headline tag – only one!)
6. Page load times
7. Freshness of content
8. AuthorRank
PROMOTE YOUR CONTENT
SHARING NEW CONTENT CAN BE VERY SIMPLE
DON’T GET HUNG UP ON SOCIAL
This page had more than 1,000 views.
DISTRIBUTE OR REPURPOSE YOUR CONTENT
Source: CMI & MarketingProfs
E-MAIL CAMPAIGNS
• Essential Elements– Visually appealing and branded– Incorporate into editorial calendar: plan frequency– Segmenting: targeted messaging– Great subject line– Stay brief: Read More, Get More Details
• Distribution Services:– Constant Contact– Vertical Response– Mail Chimp
BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit– Internal links– Fix 404, 500 and 302 errors– Guest blog posts or articles– Blog & forum participation– 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
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
THIS DOES NOT HAPPEN OVER NIGHT…
• 100-200 total blog posts• 6-9 months of consistent effort
Tweet: Content Marketing Book – @AccelerateBook is FREE on Amazon– Today only! Thx to #ActOnSW
Kindle VersionMarch 21, 2013 Only
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUCH!