content marketing strategies conference: arnie kuenn_intersection of content marketing and search

Intersection of Content Marketing & SearchARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK

Twitter: @ArnieK #Content

“…create great linkable content…”“…great content WILL triumph.”

– Matt Cutts, head of the webspam team at Google.

Twitter: @ArnieK # Content

Companies Are Getting It!


8 Critical Steps for Content Marketing & Search

1. Develop a Strategy2. Perform Keyword & Market Research3. Create Great Content4. Optimize Your Content5. Promote Your Content 6. Distribute Your Content7. Build Links to Your Content8. Measure – Rinse & Repeat


#1 Develop a Strategy• Why are you creating the content you are creating? • Who is your audience and who are you?• What will you measure? What does success look like?

What is different a year from now?• Where do you plan to publish your content?• When & how will you develop your content? (Calendar!)


#2 Keyword and Market Research

• Keyword research should be the foundation• Brainstorm for keyword phrases your customers use

when searching• Use your research to build targeted content • Think long-tail!• Try tools like:

– Google keyword suggest & instant search– Google Adwords keyword tool– Google Insights & Google Trends– SEOMoz.org Keyword Difficulty tool– Bing’s Commercial Intent


Online Market Research• Check trending topics on Twitter, Yahoo and MSN• Look at answer sites like Yahoo Answers or LinkedIn to

figure out what people are asking about in your industry• Check sites like Digg, StumbleUpon, Reddit and Mixx. • What are your competitors doing that is working?


Identify Types of Content to be Created

• Your research determines what types of content your audience prefers and consumes.


Identify Where Content will be Placed

• Your Blog?• RSS feeds?• Social accounts?• News Feeds?• Sites for Videos, Images, Slides, PR, etc?• Your web pages for Videos, Images, Slides, PR?• Will you have content to download?


#3 Create Great Content


Brainstorm for Powerful Ideas

• Who?– Customers, Staff, Friends, Events

• What?– Highest Viral Potential– Easiest to Share– Drive User Generated Content (UGC)?– Add real value to the reader: Unique, Informative,

Entertaining, Relevant• And remember, customers don’t care about YOU!


Must Have a Corporate Blog• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back –

have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers*

*Hubspot



How Often?

#4 Must Optimize Your Content• Content is found through social media and

search engines – so optimize it!• Web pages, News, Local, Images & Videos

1. Titles & title tags (viewed in results)2. Description meta tag (viewed in results)3. Image tags 4. URL structure5. Page load times


#5 Promote Your Content• Understand who your

customer is and where they are online.

• Conduct PR and blogger pitches

• Develop relationships & build partnerships

• People share your ideas, link to your content.

• Those references and citations will help with rankings


#6 Distribute Your Content

• RSS feeds• Email Campaigns• Article Syndication• Web 2.0 Sites• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!


#7 Build Links to Your Content

• Indentify low hanging fruit– Internal links– Blog & forum participation

• Targeted Links via…– Competitive research for similar content– Use search operators to find opportunities

• When all else is equal, links win!


#8 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


Results Like This…


19 out of top 25 landing pages

All 8 Steps Matter1. Develop a Content Strategy2. Perform Keyword & Market Research3. Create Great Content4. Optimize Your Content5. Promote Your Content 6. Distribute Your Content7. Build Links to Your Content8. Measure – Rinse & Repeat

Available April, 2011


When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration.

Thank You!Q & A

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@VerticalMeasure

Contact: 888-476-1881 www.VerticalMeasures.com

http://www.verticalmeasures.com/

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