how to win at search, social & content marketing

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!