conversioncon: improving conversions through useful content marketing
Post on 17-Oct-2014
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DESCRIPTION
Once again, creating website content is critical to your business. Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. But how do you increase your conversions through search and social media? How do you get started? How will you consistently create content your market will engage with?TRANSCRIPT
@ArnieK #ConvCon
IMPROVING CONVERSIONS THROUGH USEFUL CONTENT MARKETING
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #ConvCon
@ArnieK #ConvCon About Your Presenter…
• CEO of Vertical Measures –
A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute
& Online Marketing Institute
• Columnist for MarketingLand and Chief
Content Officer
• Been an Internet marketer longer than
Google has existed.
@ArnieK #ConvCon
• Content marketing is the art of providing relevant, valuable content to your customers without selling or interrupting them.
• Instead of pitching your products or services, you are delivering information that makes your prospects more informed before they buy.
• If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty.
What is Content Marketing?
@ArnieK #ConvCon
@ArnieK #ConvCon
@ArnieK #ConvCon
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@ArnieK #ConvCon What Are We Searching For?
@ArnieK #ConvCon
@ArnieK #ConvCon Start Your Research Here!
@ArnieK #ConvCon
Google Keyword Suggest
Relate Searches
Google Research Tools
@ArnieK #ConvCon
YouTube Related Searches
More Research Tools
@ArnieK #ConvCon
More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad match!
@ArnieK #ConvCon
@ArnieK #ConvCon
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@ArnieK #ConvCon List All Content Ideas In A Spreadsheet
@ArnieK #ConvCon Longer Search String = More Clicks
Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
@ArnieK #ConvCon Put Together An Editorial Calendar
VerticalMeasures.com/calendar
@ArnieK #ConvCon
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@ArnieK #ConvCon Address Pricing / Cost
@ArnieK #ConvCon
Showcase your product or service then compare and contrast to others.
Comparisons
@ArnieK #ConvCon Webinars – Instant “Soft” Conversions
@ArnieK #ConvCon Videos – Improve Conversions
Product Demos
Educational Interviews
Behind the Scenes
@ArnieK #ConvCon Robust Product Pages
• Detailed Description
• Statistics
• Images & Video
• Product Comparisons
• User Generated Content
@ArnieK #ConvCon Guides, Case Studies & White Papers
- Lead generator
- Strong conversions
- Long life span
@ArnieK #ConvCon
Buyers need information that helps
them make an informed decision.
Businesses that provide the
content people are searching
for - will win.
@ArnieK #ConvCon
@ArnieK #ConvCon Over 8 Out Of 10
@ArnieK #ConvCon
@ArnieK #ConvCon
@ArnieK #ConvCon
@ArnieK #ConvCon www.VerticalMeasures.com
www.verticalmeasures.com
QUESTIONS?
@ArnieK #ConvCon
THANK YOU VERY MUCH!
Shameless Plug:
We offer the best ½ and full day content marketing
workshops in the industry and can bring them to you.
Book Raffle Time!