digital summit clt forget keywords produce content to grow your business
TRANSCRIPT
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Arnie Kuenn, CEO, Vertical Measures
Forget Keywords - Here’s How To Produce
Content to Grow Your Business
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About Your Presenter...
● Vertical Measures is a 50 person PPC, SEO &
content marketing agency in Phoenix, AZ
● Taught more than 4,000 people in our workshops
● Co-authored: Content Marketing Works
● Sample of our 40+ clients:
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● Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them.
● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy.
What is Content Marketing?
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93% of all consumers
use search prior to
making a purchase
93%
86% of searchers
conduct non-branded
queries
86%
90%+ of buyers click on
organic links vs. the
sponsored ads
90%86%
How Important is Search?
Source: GroupM
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Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
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#DSCLT16Types of Content that Really Work
1. Cost
2. Problems
3. VS.
4. Reviews
5. Best
Marcus Sheridan
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More than
$2,500,000.00
From one single blog post
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Source: OperationsManager.com
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#DSCLT16VS. or Comparisons
Source: flauntresponsive.com
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“Since starting this just over 18 month ago, we can
account for at least $4 Million in additional revenue
because of our content marketing efforts…”-Ron Novak, VP of Segue Technologies
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#DSCLT16‘The Best’ or ‘Reviews of’
Source: NewFranchiseMall.com
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● Organic traffic is up over 600%!
● Monthly leads have grown by more than 350%!
● 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 marketing expense.”
The Results...
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Blogs
eBooks
Curation
Podcasts
Interviews
White Papers
Webcasts/Webinars
Community Forums
Online Quizzes
eNewsletters
Case Studies
Infographics
Contests
Videos
Create Useful Content
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#DSCLT16Ask Your Staff!
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Google Suggest – B2C & B2B
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#DSCLT16YouTube for Ideas
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KeywordTool.io
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AnswerThePublic.com
http://answerthepublic.com/
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#DSCLT16Vertical Measures’
Hub & Spoke Model
Promotional Email
Staff Promotional Email
Landing Page
Blog Posts
Twitter Post
Linked in Post
Press Release
Facebook Posts
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Boring Industry?
Not Sexy!
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● Don’t ask “What can you write
about?” Ask “What questions do
you get asked every day”
● Do not gamble your success
on creating cute, clever, fun
content. Produce content people
are ACTUALLY searching for!
Every Moment is a Content Opportunity
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Our Training and Resources
HowToConvinceYourBoss.com
On-Site Workshops
Content Coaching
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Tweet: @ArnieK’s Content Marketing
book is FREE at
http://vert.ms/cmworks #DSCLT16
Thank You!
vert.ms/cmworks
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