leadcon -forget keywords and grow your business
TRANSCRIPT
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@ArnieK #LeadsCon
Arnie Kuenn, CEO, Vertical Measures
Forget Keywords - Here’s How To Produce
Content to Grow Your Business
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@ArnieK #LeadsCon
About Your Presenter...
● Vertical Measures is a 50 person PPC, SEO
& content marketing agency in Phoenix, AZ
● Taught more than 3,000 people in our workshops
● Co-authored: Content Marketing Works
● Sample of our 40+ clients:
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@ArnieK #LeadsCon
● Content marketing is the art of providing relevant, useful contentto 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.
● If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.
What is Content Marketing?
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@ArnieK #LeadsCon
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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@ArnieK #LeadsCon
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
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@ArnieK #LeadsCon
1. Cost
2. Problems
3. VS.
4. Reviews
5. Best
Marcus Sheridan
Types of Content that Really Work
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
More than
$2,500,000.00
From one single blog post
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@ArnieK #LeadsConSource: OperationsManager.com
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
Source:
flauntresponsive.com
VS. or Comparisons
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
“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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@ArnieK #LeadsCon
Source: NewFranchiseMall.com
‘The Best’ or ‘Reviews of’
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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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@ArnieK #LeadsCon
Ask Your Staff!
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@ArnieK #LeadsCon
Know Your Keywords
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@ArnieK #LeadsCon
Google Suggest – B2C
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
Google Suggest – B2B
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
YouTube for Ideas
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@ArnieK #LeadsCon
KeywordTool.io
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@ArnieK #LeadsCon
Visualization Data View
AnswerThePublic.com
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
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@ArnieK #LeadsCon
Source: http://www.keyworddiscovery.com/keyword-stats.html
Longer Search String = More Clicks
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Vertical Measures’
Hub & Spoke Model
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@ArnieK #LeadsCon
Boring Industry?
Not Sexy!
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@ArnieK #LeadsCon
● 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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@ArnieK #LeadsCon
Our Training and Resources
• HowToConvinceYourBoss.com
• On-Site Workshops
• Content Coaching
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@ArnieK #LeadsCon
Tweet: @ArnieK’s Content Marketing
book is FREE at
http://vert.ms/cmworks #LeadsCon
Thank You!
vert.ms/cmworks
@ArnieK
#DSP15