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www.verticalmeasures.com
CONTENT MARKETING WORKSHOP
Arnie Kuenn, President, Vertical Measures - @ArnieK
#ContentWorkshop #DEast13
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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.
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ABOUT YOU…
• How many of you are
webmasters or SEOs?
• How many are primarily
marketing people?
• More than 1 location?
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“CONTENT MARKETING”
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CONTENT MARKETING HAS BECOME
THE TOP PRIORITY
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WHAT IS CONTENT MARKETING?
• Content marketing is the art of providing relevant,
useful content to your guests 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.
• If you deliver consistent, ongoing valuable
information to your customers, they ultimately reward
you with their business and loyalty.
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THIS IS NOT A 30 DAY R.O.I.
BUT THE LONG-TERM PAYOFFS
CAN BE HUGE
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PAY PER CLICK ADVERTISING
Only 5 to 10%
of people click
here – but can
still pay off.
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HOW IMPORTANT IS SEO AND SEARCH?
More than 90%
of people click
here!
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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
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ACHIEVING SUCCESS IS A CONTINUOUS,
PLANNED OUT PROCESS
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THINK LIKE A PUBLISHER!
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WHY ARE YOU CREATING YOUR CONTENT?
• Have you taken an inventory of your current
content?
• What will your new content accomplish?
– Client Retention?
– Increased Revenue?
– Lead Generation?
– Thought Leadership?
– Open New Markets?
– More Links (SEO)?
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WHO IS YOUR AUDIENCE?
Your audience can be a number of different groups – depending on your hotel and location
– Current/potential guests? People spending booking
your hotel now or in the future?
– Location? Do most of your guests come from a
specific area?
– Seasonal? Does your hotel have any seasonality
to it?
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WHO WILL CREATE YOUR CONTENT?
• What expertise will you need?
− Creative writing?
− Sales copy?
− Local topics?
− Graphics?
− Video?
• Leverage your staff
• Business partners or suppliers may contribute
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WHERE WILL THE CONTENT BE PUBLISHED?
• Your Blog?
• RSS feeds?
• Social accounts?
• News Feeds?
• Sites for Videos, Images, Slides, PR, etc?
• Your web pages?
• Will you have content to download?
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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?
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SHARING TIME!
• Who is your audience?
• What will you measure?
• What does success look like?
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WHAT ARE WE SEARCHING FOR?
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LONG TAIL IS THE KEY!
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START YOUR RESEARCH HERE!
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
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KNOW YOUR KEYWORDS
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MORE KEYWORD RESEARCH TOOLS
Google Keyword Suggest
Relate Searches
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MORE KEYWORD RESEARCH TOOLS
YouTube Related Searches
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More than 410
questions about “visit
the grand canyon”
(exact match).
More than 3,400
using broad match!
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Long tail searches
are the key to
success!
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LIST ALL CONTENT IDEAS IN A SPREADSHEET
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PUT TOGETHER AN EDITORIAL CALENDAR
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SHARING TIME!
What 3 questions do you get asked by customers or
potential customers all the time?
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BENEFITS OF A 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*
Source: *Hubspot
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ADDRESS PRICING / COST
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COMPARISONS
Showcase your product or service then compare and contrast to others.
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INTERVIEWS – HELP MAKE YOU THE EXPERT
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LISTS – PEOPLE STILL LOVE THEM
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RESOURCE PAGES
38 links to this page
111 links to this page
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CURATION OR AGGREGATION
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INFOGRAPHICS ARE HOT RIGHT NOW
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VIDEOS! – THEY ARE NOT THAT HARD
Product Demos
Fun Interviews
Behind the Scenes
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FREE GUIDES & WHITE PAPERS
- Lead generator
- Link attractor
- Long life span
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SHARING TIME!
• What free guides can you
develop in the next 90 days?
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HOW SEARCH WORKS
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SEARCH OPTIMIZATION ELEMENTS
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SEARCH RESULTS – WEB PAGE CONNECTION
Webpage File Name Webpage Title Tag
Meta Description
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CREATE GREAT TITLES, META DESCRIPTIONS & URLS
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UNIVERSAL SEARCH RESULTS
70+% of all search results
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ALL DIFFERENT – BUT CORE ELEMENTS
Web pages, News, Local, Images & Videos
1. Links pointing to your content
2. Titles & title tags (viewed in results)
3. Description meta tag (viewed in results)
4. Image alt text tags
5. H1 Tag (headline tag – only one!)
6. Page load times
7. Freshness of content
8. AuthorRank
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HOW TO OPTIMIZE IMAGES
• Image files should be compressed as much as
reasonably possible to reduce file size. Smaller files
mean faster site load speeds. JPGs generally offer
the best balance of file size & quality.
• Use relevant keywords in image filenames,
separated by dashes (not underscores). Instead of
"DL000031.jpg", use something like "red-sports-
car.jpg"
• Make sure <img> tags have their "alt" and "title"
attributes defined with descriptive, concise, keyword-
related text. Do not stuff <img> attributes.
• Context matters. Google looks at content placed
around the image, like titles and captions, for context
about your image.
• Be sure to include images in your sitemap. The
XML tags provide additional opportunities to define
an image's title, caption, and even geographic
location.
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HOW TO OPTIMIZE VIDEOS
• Specific, Compelling Title –Would you click on “Our
Company” or “V00023.mov?” neither will your audience.
• Tags –This is where you can help your video appear in
the “Suggested” or “Similar” videos section. Don’t be
dishonest, but if there are pop culture or social media
references in the video, tag them accordingly.
• Description - Say as much as you can in the first
sentence or two, because many video sites will hide the
bulk of your description. Include at least one link placed
at the start of the description – with http://.
• Video Quality / Resolution – Shoot, edit and export the
video in the highest quality available on the devices and
software you use. The online video audience is very
forgiving of skill level, but a low resolution video can
make it difficult to see what is going on.
• Thumbnail Image – If it’s an organically made video
(not planned), pick the most visually compelling of the
options they give you.
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HOW TO APPEAR IN GOOGLE NEWS
• Need to submit your URL to Google first
• Article URLs must be:
–Unique
–Permanent
–Display a three-digit number
• To see if a site is already included in
Google News, type [ site:url.com ], into the
search box and click "Search News."
• http://support.google.com/news/publisher/
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DO YOU HAVE A GOOGLE+ BUSINESS PAGE?
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+1 BUTTON: OPPORTUNITY FOR BUSINESSES
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THE TOP 5 LOCAL RANKING FACTORS 2013
1. A physical address in the city
2. Associate your business with proper categories.
3. Have an address close to the centroid
4. Complete and accurate NAP (Name, Address,
Phone) accuracy across the local ecosystem
5. High number of customer reviews on the new
Google +Local
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CLAIM YOUR LOCAL PROFILES
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Image: athgo.org
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TODAY’S PUBLIC RELATIONS
• Build Your Network
• Relationship-building approach vs. blanket pitch
• Engagement – two way conversation
• Conduct PR & Blogger Pitches
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ACTIVELY ENGAGE WITH YOUR ONLINE COMMUNITY
• Keep a list of the names and faces you most often see stepping up in the community.
• Look for folks that actively share content.
• Create specialized content and market towards social influencers
• Strengthen their relationship with your brand
• The more connected they feel, the more likely they are to share with their network.
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PRESS RELEASES?
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SHARING NEW CONTENT CAN BE VERY SIMPLE
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HOW OFTEN SHOULD YOU POST?
• The most common complaint from Facebook users is Newsfeed spam
• Posting just a few times per week produces 71% higher user
engagement
• Focus on quality, not quantity on Facebook.
• Only 50% of your posts should be about your content. Organizations
that share other content have a higher engagement rate.
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FACEBOOK – THE MOTOR LODGE
• Beat the crowds with a sneak peek of the Courthouse Christmas lights tonight from 5:30-6:30pm (the official Lighting Ceremony is Saturday).
• Time to get shopping so, for our Facebook buddies we will add 15% to any gift certificate that you purchase for holiday giving. Think of it, you provide a fun place to stay for your favorite people while appearing to be 15% more generous than you really are...It's a win, win!
• We thought you should know that waterboarding at The Motor Lodge has stopped! In case you never had the chance to experience the torture that was our showers, imagine standing in a phone booth while a 55 gallon drum of water was dumped on you from 8' up (a classic case of form over function...sorry). New and improved, ...adjustable and reachable showerheads make cleansing your beautiful body an absolute pleasure. Enjoy!
• Time to name the cat that adopted us 3 months ago! Whoever comes up with the winning name wins a free night in our swankiest room, #6. The cat is a neutered male, very friendly, green eyes and has a hole in his left ear. Voting ends Sunday at 5pm. (The post included a video of the cat.)
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By far the #1 reason users
decide to “like” or “follow” a
brand is?....
Coupons, Discounts and
Sales Announcements!
*ROI Research & Performics
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DON’T GET HUNG UP ON SOCIAL
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DISTRIBUTE OR REPURPOSE YOUR CONTENT
Source: CMI & MarketingProfs
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VIDEO DISTRIBUTION
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PINTEREST!
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PRESENTATION DISTRIBUTION (PPT)
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E-MAIL CAMPAIGNS
• Essential Elements
– Visually appealing and branded
– Incorporate into editorial calendar: plan frequency
– Segmenting: targeted messaging
– Great subject line
– Stay brief: Read More, Get More Details
• Distribution Services:
– Exact Target
– Constant Contact
– Vertical Response
– Mail Chimp
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47% OF EMAILS ARE
OPENED ON A MOBILE
DEVICE
SOURCE: LITMUS - September 2013
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80% DELETE EMAILS THAT
DO NOT “LOOK GOOD”
ON MOBILE
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http://openmarketing.com/blog/the-importance-of-all-4-screens/
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BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit
– Internal links
– Fix 404 and 302 errors
– Guest blog posts or articles
– Blog & forum participation
– Where you have relationships
– Local partners & listings
• The best links:
– Are from trusted sites
– Have varied anchor text
– Are from many different, relevant websites
– Determined editorially
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INTERNAL LINKS
• Internal links are what make up your website’s
navigation.
− Important for usability and visibility
− Internal links tell search engines what your site is about.
− Proper internal linking structure allows search engines to
spider and index more pages within your site.
• Make sure keywords in URL structure match
content on page.
• Keep footers clean and include a link to sitemap
• Use, but don’t abuse, internal text links within
content
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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
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TOOLS TO USE
• Google Analytics (Traffic, Time Spent, Conversions)
• Social Mention or Trackur (Share of Voice or
Positive Vs. Negative Mentions)
• Open Site Explorer ( # links)
http://socialbarrel.com/10-free-social-media-
monitoring-tools-you-should-use/46275/
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Buyers need information that helps
them make an informed decision.
Businesses that provide the
content those people are
searching for - will win.
IN SUMMARY…
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ALL 8 STEPS ARE IMPORTANT!
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Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUCH!