www.verticalmeasures.com

CONTENT MARKETING IS THE NEW

MARKETING!

Arnie Kuenn, President, Vertical Measures

@ArnieK

ABOUT YOUR PRESENTER…

• President of Vertical Measures –

A Search, Social & Content Marketing Agency

• Instructor for the Content Marketing Institute &

Online Marketing Institute

• Been an Internet marketer longer than Google has

existed.

“CONTENT MARKETING”

CONTENT MARKETING - THE TOP PRIORITY

WHAT IS CONTENT MARKETING?

• 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.

THIS IS NOT A 30 DAY R.O.I.

BUT THE LONG-TERM PAYOFFS

CAN BE HUGE

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?

• What types of content will you create?

• Who will create your content?

• When will you develop your content?

• What does success look like?

HOW IMPORTANT IS SEARCH?

of all consumers use search

prior to making a purchase

Source: GroupM

of searchers conduct non-

branded queries

of buyers click on organic

links vs the sponsored ads

START YOUR RESEARCH HERE!

http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/

@ArnieK

More than 600

questions about

“Phoenix apartments”

KEYWORD RESEARCH TOOLS

MORE KEYWORD RESEARCH TOOLS

Google Keyword Suggest

Relate Searches

Long tail searches

are the key to

success!

LIST ALL CONTENT IDEAS IN A SPREADSHEET

PUT TOGETHER AN EDITORIAL CALENDAR

The other thing I noticed was that square

footage didn’t really tell me anything about the

place. You can get a rough idea of the size, but it

really comes down to how oddly the apartment is

divided.

Any site that wouldn’t show me a floor plan

on the website was immediately taken out of

the running (the keywords “floor plan” or

“layout” and “2 bedroom” were often

combined).

ADDRESS PRICING / COST

(Google fills in the $8- - with whatever dollar amount, since

it’s just looking for the beginning. Pets would often help me

know if they had a pet policy on site.)

BE LOCAL!

• Long tail

search

• Hire local

bloggers

• User

submitted

content

INTERVIEWS

LISTS – PEOPLE STILL LOVE THEM

VIDEOS! – THEY ARE NOT THAT HARD

User Generated

Fun Interviews

Behind the scenes

INFOGRAPHICS ARE HOT RIGHT NOW

Mathew Blades Show

CURATION OR AGGREGATION

FREE GUIDES TO BUILD YOUR LIST

- Lead generator

- Link attractor

- Long life span

PLEASE OPTIMIZE

YOUR DARN CONTENT!

AND THEN SHARE YOUR NEW CONTENT

ADVERTISING IS JUST RENTING THE SPACE. CONTENT MARKETING IS OWNING IT FOREVER.

More Traffic. More Leads. More Business.

www.VerticalMeasures.com

THANK YOU VERY MUCH!