8 (seinfeld) secrets to content marketing success

Presented By: David HaarMay 14th, 2015

• The Google Zoo

• What Is Content Marketing?

• Why Content Marketing?

• The Vertical Measures 8-Steps

• Next Steps & Resources

Items We Will Be Covering:

Penguin 2012

The update aimed at decreasing

search engine ranking of websites

that violate Google’s webmaster

guidelines by using now declared

black-hat SEO techniques involved

in increasing artificially the ranking

of a webpage by manipulating the

number of links pointing to a page.

Panda 2011

The change aimed to lower the rank

of low quality sites or thin sites and

return higher quality sites near the

top of search results

Hummingbird 2013

Google said that Hummingbird is

paying more attention to each word

in a query, ensuring that the whole

query, the whole sentence or

conversation meaning is taken into

account.

What Is Content Marketing?

• Content Marketing is the art of providing relevant, valuable

content to your customers without selling or interrupting

• Instead of pitching your products or services, you are

delivering information that makes your prospects more

informed before they buy.

• 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 ROI…

But The Long-Term Payoffs Can Be Huge!

Why Content Marketing?

Bill Belew“The Traffic Professor”

Health/Nutrition Niche | B.Belew MBA Program

Entertainment Niche – B.Belew MBA Program

Travel Niche – B.Belew MBA Program

Let’s Not Just Take Bill’s Word…

The Good People At HubSpot

Have Some Great Research!

BOTH B2B & B2C

COMPANIES WITH

101 TO 200 PAGES

GENERATE

2.5xMORE LEADS

THAN THOSE WITH

50 OR FEWER PAGES.**HubSpot: Marketing Benchmarks From 7000+ Businesses

COMPANIES WITH

51 - 100

PAGES GENERATE

48%MORE TRAFFIC

THAN COMPANIES

WITH 1 - 50 PAGES.*

*HubSpot: Marketing Benchmarks From 7000+ Businesses

COMPANIES THAT BLOG

15 OR MORE TIMES

PER MONTH GET

15xMORE TRAFFIC

THAN COMPANIES

THAT DON’T BLOG.*

COMPANIES SEE A

55%INCREASE IN LEADS

FROM INCREASING

LANDING PAGES FROM

10 – 15.*

AN AVERAGE COMPANY

WILL SEE A

45%GROTH IN TRAFFIC

WHEN INCREAISNG

TOTAL BLOG ARTICLES

FROM 11 - 20 TO 21 - 50.**HubSpot: Marketing Benchmarks From 7000+ Businesses

COMPANIES THAT

INCREASE BLOGGING

FROM 3X – 5X PER MO. TO

6X – 8X PER MO. ALMOST

DOUBLETHEIR LEADS*

All of This Leads Us To…

The Vertical Measures

8-Step Process

The Vertical Measures

8-Step Process

Strategy

Development

Strategy Development | Larry David

• Think about the big picture and develop a holistic

strategy that includes content marketing.

• Consider your benchmarks. What is your website

traffic like? What is your conversion rate? Cost per

lead? Etc.

• Make sure you identify what success metrics you

will use to define what success looks like to your

business.

lead? Etc.

• Make sure you identify what success metrics you

will use to define what success looks like to your

business.

• Research your audience.

Think Like A Publisher

Ideation

Ideation | Cosmo Kramer

ION• Invite both stakeholders and employees to

brainstorm!

• What questions come up most often in sales calls?

Think of ways to talk about your products or service.

brainstorm!

• What are your competitors doing involving content?

Can you create better content around similar

topics?

brainstorm!

• What are your competitors doing involving content?

Can you create better content around similar

topics?

• What information does your audience need to make

a purchase? Create content around that!

Google Keyword Suggest

Relate Searches

KeywordTool.io

YouTube Related

Create A Content Calendar

Content

Creation

Content Creation | Elaine Benes

• With ideas in hand, content creation can begin!

• Depending on the format, content creation can be

low cost.

• Keep in mind that content marketing can be

extremely competitive so only the best will succeed

in the SERPs and with customers.

low cost.

• Keep in mind that content marketing can be

extremely competitive so only the best will succeed

in the SERPs and with customers.

• Don’t waste your time and money by creating sub-

par content!

• Blogs

• Comparisons

• Interviews

• Lists

• Resource Pages

• Curation

• Infographics

• Videos

• eBooks

• Landing Pages

• Free Guides

• Product Pages

• Images

• White Papers

• Podcasts

• And much more…

Play Content Marketing Moneyball

Optimization

Optimization | The Soup Nazi

• Content must be optimized for certain keywords or

phrases.

• By optimizing for a specific term, you ensure SERPs

associate your content with relevant search queries.

phrases.

• By optimizing for a specific term, you ensure SERPs

associate your content with relevant search queries.

• You’ll want to start by creating content for your

audience but you should keep the search engines in

• Links

• Titles

• Title Tags

• Descriptions

• Meta Tags

• H1 Tags

• Page Load Times

• Freshness

• Author Rank

• Length of Content

• And much more…

Content

Promotion

Content Promotion | J. Peterman

• After optimizing, create a promotion schedule. You’ll

want to look at promoting your content on networks

frequented by your customers.

• Examples of promotion include: social promotion,

link building, and paid advertising.

• Examples of promotion include: social promotion,

link building, and paid advertising.

• When promoting your content, it’s all about

understanding your audience.

Distribution

Distribution | Jerry Seinfeld

• Distribution is about reaching users through content

housed offsite rather than directing customers to

view content on your site.

• This can be done via content re-purposing.

• Example: Start w/ a PPT created for a webinar.

You could then add that PPT to SlideShare.

• Example: Start w/ a PPT created for a webinar.

You could then add that PPT to SlideShare.

• Example: Create a video for your site? Create a

transcript of that video and post that on LinkedIn.

Vertical Measures’ Hub & Spoke Model

Nurture

Lead Nurture | Hello… Newman

• When someone downloads a piece of content off of

your site, that should tell you some clues about

where they are in the buying cycle.

• From there, you will have captured some

information about them and will want to nurture that

lead to continue to consider your product or service.

• From there, you will have captured some

information about them and will want to nurture that

lead to continue to consider your product or service.

• Don’t discount the importance of the content when

you are following up with them. Put some thought

into it!

• 47% of emails are opened on a

mobile device.*

• 80% delete emails that “do not

look good” on a mobile device.*

• Smartphones are the most

common starting place for online

activities. **

*Source: LITMUS – Sept. 2013

**Source: OpenMarketing.com – “The Importance of All 4 Screens”

Measurement

TMeasurement | Jackie Childs

• Measure against goals and success metrics to

analyze your current strategy.

• Was your strategy successful?

• How do your metrics compare with your

benchmarks?

• What improvements are most necessary?

benchmarks?

• What is your ROI?

benchmarks?

• What is your ROI?

• What can we change to increase your ROI?

Next Steps

There are several great resources out there for you to continue

to learn and grow when it comes to your content marketing.

contentmarketinginstitute.com

verticalmeasures.com

convinceandconvert.com

Next Steps

There are several great resources out there for you to continue

to learn and grow when it comes to your content marketing.

contentmarketinginstitute.com

verticalmeasures.com

convinceandconvert.com

Next Steps

If there are people on your team that would like some more

information as well, the site below is a great resource!

Next Steps

If there are people on your team that would like some more

information as well, the site below is a great resource!

howtoconvinceyourboss.com

Thank You

David HaarDirector of Business Development

602.314.3474 | @davidhaar

daveh@verticalmeasures.com

8 (seinfeld) secrets to content marketing success

content marketing

marketing benchmarks

valuable content

businesses companies

holistic strategy

ongoing valuable information

pages generate48

fewer pages

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