How Any Business Can Discover 100's of Powerful Content Ideas By Arnie Kuenn
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Transcript of How Any Business Can Discover 100's of Powerful Content Ideas By Arnie Kuenn
Arnie Kuenn, CEO, Vertical Measures
@ArnieK #SMX
How Any Business Can
Discover 100’s of
Powerful Content Ideas
@ArnieK #SMX
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 #SMX
@ArnieK #SMX
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 #SMX
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide that
useful information - will win.
@ArnieK #SMX
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)
@ArnieK #SMX
THE ODDS OF HITTING A
GRAND SLAM
@ArnieK #SMX
(
In order to play content MONEYBALL, you need
to come up with hundreds of ideas so you can
create fresh, useful content on a frequent basis.
Here’s how we do it…
@ArnieK #SMX
@ArnieK #SMX
SITE SEARCH
@ArnieK #SMX
SITE SEARCH
@ArnieK #SMX
ASK YOUR
STAFF!
@ArnieK #SMX
• 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?
ASK YOUR CUSTOMERS…
Flow motion cafe
@ArnieK #SMX
RESEARCH TOOLS
Google Keyword
Suggest
Related
Searches
@ArnieK #SMX
MORE RESEARCH TOOLS
YouTube Related
Searches
@ArnieK #SMX
@ArnieK #SMX
More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
@ArnieK #SMX
@ArnieK #SMX
Long tail searches are
like hitting those
singles.
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
OPENSITEEXPLORER.ORG
@ArnieK #SMX LIST ALL CONTENT IDEAS
IN A SPREADSHEET
@ArnieK #SMX PUT TOGETHER AN EDITORIAL
CALENDAR
@ArnieK #SMX PUT TOGETHER AN EDITORIAL
CALENDAR
@ArnieK #SMX
VerticalMeasures.com/calendar
PUT TOGETHER AN EDITORIAL
CALENDAR
@ArnieK #SMX FREE GUIDES, CASE STUDIES
& WHITE PAPERS
@ArnieK #SMX FREE GUIDES, CASE STUDIES
& WHITE PAPERS
@ArnieK #SMX FREE GUIDES, CASE STUDIES
& WHITE PAPERS
Lead generator
Link attractor
Long life span
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
@ArnieK #SMX
• 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 #SMX
ACHIEVING SUCCESS IS A CONTINUOUS PROCESS
@ArnieK #SMX
Courtesy of The Sales Lion
@ArnieK #SMX
Courtesy of The Sales Lion
@ArnieK #SMX
Courtesy of The Sales Lion
@ArnieK #SMX
5 MONTHS
@ArnieK #SMX
4.5 MONTHS
@ArnieK #SMX
6.5 MONTHS
@ArnieK #SMX
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!
@ArnieK #SMX
THE ODDS OF HITTING A
GRAND SLAM
@ArnieK #SMX
@ArnieK #SMX
The best time to start
a content marketing
program is 5 years ago.
The second best time is NOW!
@ArnieK #SMX
@ArnieK #SMX
SHAMELESS PLUG
We offer the best
content marketing
workshops in the
industry and can
bring them to you.
@ArnieK #SMX
More Traffic. More Leads. More Business.
www.VerticalMeasures.com
Tweet:
@ArnieK’s content marketing
book @AccelerateBook – is FREE
on Amazon Kindle – Today only!
#SMX