sempo: forget keywords - how to grow your business

@ArnieK

#SEMPO

Arnie Kuenn

Forget Keywords - Here’s How To Produce

Content to Grow Your Business

@ArnieK

#SEMPO@ArnieK@ArnieK

#SEMPO

About Your Presenter...

● Vertical Measures is a 50 person PPC, SEO &

content marketing agency in Phoenix, AZ

● Instructor for the Content Marketing Institute &

Online Marketing Institute

● Columnist for Marketing Land, Chief Content

Officer & LinkedIn

● Co-authored the brand new content marketing

book: Content Marketing Works

@ArnieK


#SEMPO

● 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.

● If you deliver consistent, ongoing valuable information to your customers, they ultimately reward you with their business and loyalty.

What is Content Marketing?

@ArnieK

#SEMPO

@ArnieK

#SEMPO

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

@ArnieK

#SEMPO

Buyers are searching for

information that helps them

make an informed decision.

Businesses that provide

that information - will win.

@ArnieK

#SEMPO

@ArnieK

#SEMPOTypes of Content that Really Work

1. Cost

2. Problems

3. VS.

4. Reviews

5. Best

Marcus Sheridan

@ArnieK

#SEMPO

@ArnieK

#SEMPO@ArnieK

#SEMPO

More than

$2,500,000.00

From one single blog post

@ArnieK

#SEMPO

Source: OperationsManager.com

@ArnieK

#SEMPO

@ArnieK


#SEMPOVS. or Comparisons

Source: flauntresponsive.com

@ArnieK

#SEMPO

@ArnieK

#SEMPO

“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

@ArnieK


#SEMPO‘The Best’ or ‘Reviews of’

Source: NewFranchiseMall.com

@ArnieK

#SEMPO

@ArnieK

#SEMPO

@ArnieK

#SEMPOAsk Your Staff!

@ArnieK

#SEMPO

@ArnieK

#SEMPO

Know Your Keywords

@ArnieK

#SEMPO

@ArnieK

#SEMPOGoogle Suggest – B2C

@ArnieK

#SEMPO

@ArnieK

#SEMPO

@ArnieK

#SEMPOGoogle Suggest – B2B

@ArnieK

#SEMPO

@ArnieK

#SEMPO

KeywordTool.io

@ArnieK

#SEMPO

@ArnieK

#SEMPOYouTube for Ideas

@ArnieK

#SEMPO

@ArnieK

#SEMPO

@ArnieK

#SEMPO

Source: http://www.keyworddiscovery.com/keyword-stats.html

Longer Search String = More Clicks

http://www.keyworddiscovery.com/keyword-stats.html

@ArnieK

#SEMPO

Boring Industry?

Not Sexy!

@ArnieK


#SEMPO

● 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

@ArnieK

#SEMPO

● Need a few volunteers

● Might want to take notes

Interactive!

@ArnieK

#SEMPO

@ArnieK

#SEMPO

HowToConvinceYourBoss.com

@ArnieK

#SEMPO@ArnieK

#DSP15Consider a Content Marketing Workshop

We offer the best content marketing workshops in

the industry and can bring them to you.

@ArnieK

#SEMPO

Tweet: @ArnieK’s NEW Content

Marketing book is FREE at

http://vert.ms/cmworks #SEMPO

Thank You!

vert.ms/cmworks

@ArnieK

#DSP15