ConversonCon-Improving Conversions Through Useful Content Marketing
-
date post
17-Oct-2014 -
Category
Marketing
-
view
288 -
download
1
description
Transcript of ConversonCon-Improving Conversions Through Useful Content Marketing
@ ArnieK #ConvCon
Improving Conversions Through
Useful Content Marketing Arnie Kuenn, CEO, Vertical Measures
@ArnieK #ConvCon
@ ArnieK #ConvCon
About Your Presenter…
• Vertical Measures is a 45 person search, social & content marketing agency in Phoenix, AZ
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Columnist for Marketing Land, Chief Content Officer & LinkedIn
• Wrote the content marketing book Accelerate!
@ ArnieK #ConvCon
• 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 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.
What is Content Marketing?
@ ArnieK #ConvCon
of all consumers use
search prior to making a
purchase
Source: GroupM
93%
86%
90+%
of searchers conduct non-
branded queries
of buyers click on organic
links vs. the sponsored
ads
@ ArnieK #ConvCon
Buyers are searching for information
that helps them make an informed
decision.
Businesses that provide
that information - will win.
@ ArnieK #ConvCon
Because most of our clients are not the NYY, we strongly
suggest playing MONEYBALL
1 in 4 at bats = hit (a success)
1 in 36 at bats = home run (a big success)
1 in 1,691 at bats = grand slam (viral success)
The Odds of Hitting A Grand Slam
@ ArnieK #ConvCon
(
In order to play content MONEYBALL, you need to come up
with hundreds of ideas so you can create fresh, highly
converting, useful content on a frequent basis.
Here’s how we do it…
@ ArnieK #ConvCon
• What made you trust us? (About Us)
• What information do you wish we had
provided upon first contact?
• What information do you wish we had
explained upon completion of
services?
• What information were you looking for
when you began searching for a
company like ours?
• What do you wish we would do better?
Flow motion cafe
Ask Your Customers
@ ArnieK #ConvCon
More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
@ ArnieK #ConvCon
List All Content Ideas in a Spreadsheet
This is the kind of content that converts.
@ ArnieK #ConvCon
Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
Longer Search String = More Clicks
@ ArnieK #ConvCon
Product Demos
Educational Interviews
Behind
the
Scenes
Videos – Improve Conversions
@ ArnieK #ConvCon
• Detailed Description
• Statistics
• Images & Video
• Product Comparisons
• User Generated Content
Robust Product Pages
@ ArnieK #ConvCon
Lead generator
Link attractor
Long life span
Free Guides, Case Studies & White Papers
@ ArnieK #ConvCon
Most Common Problems We Find?
• Unintentional duplicate content • Duplicate title & meta tags • Blocked pages or entire site • Over optimization of anchor text in
backlinks and footer
@ ArnieK #ConvCon
REMEMBER:
1 in 4 at bats = hit (
The key is to keep going to the plate, take your
swings, be happy with your singles, and do it
over and over again!
The Odds of Hitting a Grand Slam
@ ArnieK #ConvCon
• Yale’s traffic has grown from 40,000 visitors
to 150,000 annually
• Leads have grown from 800 to 2,300
monthly!
• Revenue is up by 40% since starting their
content marketing program.
• And according their president Steve
Sheinkopf: “Profitability is up way more
than that, because we eliminated other
marketing expenses.”
The Results…
@ ArnieK #ConvCon
We offer the best content
marketing workshops in
the industry and can bring
them to you.
Shameless Plug