SMAZ: Winning Content Marketing

Winning Tactics for Content Creation and Marketing

Presented by Arnie Kuenn (@ArnieK)

My Background

Internet marketing for about 12 years Formed Vertical Measures about 5 years ago We are an Internet marketing company

based here in Phoenix We have 80+ clients from all around the

world where we conduct SEO, link building, content & social media marketing

Twitter: @ArnieK #SMAZ

Before We Begin

Educational with real examples Going to move pretty quickly Feel free to stop me and ask questions


Let’s Get Started

How many of you consider yourselves online publishers?

How many of you own or manage a website?

How many of you spend time and money on marketing your business?


The New Reality When someone searches online, there are

only two possible outcomes: They will find you. They will find your competitor.

Search & Social traffic can be so valuable, it can sustain an entire business.

If you have a website you ARE a publisher. Content IS the new marketing. Storytelling now gains the advantage online.


Content is, in fact, the next big thing Here’s a look at Google search returns for “social media” over the past few

years: 2005: 9,150,000 2006: 41,600,000 2007: 165,000,000 2008: 359,000,000 2009: 1,230,000,000

And here’s a look at Google search returns for “content strategy": 2006: 5,930,000 2007: 8,340,000 2008: 137,000,000 2009: 337,000,000

Kristina Halvorson on February 25th, 2010


The Numbers Don’t Lie

The Content Problem


Developing Your Content Strategy

Organizations are just now beginning to understand that, along with the products & services, one of their core products IS information.

You need to:1. Provide content that gives solutions to some of the toughest

problems your customers are facing.

2. Position yourself as the trusted solutions provider for your industry and help people spread the word!

3. Have customers rely on you for your expertise as YOU become the trusted solution in your industry.

So you begin as a source of information…. and continue on as their source of products & services.


Steps to Creating Content

1. Perform Keyword and Market Research

2. Identify Types of Content to be Created

3. Identify Where the Content will be Placed

4. Brainstorm for Powerful Ideas

5. Develop a Plan for Promoting the Content

6. Create Great Content… continuously


#1 Keyword and Market Research Keyword research should be the foundation Market research helps you understand your target in both

search and social. Check trending topics on Twitter, Yahoo and MSN Look at answer sites like Yahoo Answers, FB or LI to figure

out what people are asking about in your industry Check sites like Digg, StumbleUpon, Reddit and Mixx. What are your competitors doing that is working?

Your content MUST pass the keyword or engagement test.


#2 Identify Types of Content to be Created

Your research determines what types of content your audience prefers and consumes. Blogs Case Studies Community Forums Contests eBooks eNewsletters Infographics Interviews Online Quizzes Podcasts Videos Webcasts/Webinars White Papers


http://sem-group.net/search-engine-optimization-blog/the-bad-ass-seo-guest-blogging-contest-2/

http://www.verticalmeasures.com/about-us/intelligent-internet-marketing-internship-program/

#3 Identify Where the Content will be Placed

Your Blog? RSS feeds? Social accounts? Sites for Videos, Images, Slides, PR, etc? Web pages for Videos, Images, Slides, PR? Will you have content to download?


#4 Brainstorm for Powerful Ideas

Highest Viral Potential Easiest to Share Drive User Generated Content (UGC)? Add real value to the reader

Unique Informative Entertaining Relevant

Buyers need content that makes them smarter and more knowledgeable. Businesses that provide that content will win.


#5 Develop a Plan for Promoting the Content

Social Media is a critical aspect of online publishing. Getting this part right can be the difference between success and failure.

The rewards of social success of content are immense, but doing it poorly can also do real damage.

Understand who your customer is and where they are online.

Develop consistent, relevant content in multiple channels.


#5 (cont.) Leveraging Social Media

Let go of all control. Let your ideas spread.

Content becomes available to readers any time and any place.

People share your ideas, link to your content.

Content is found through social media and search engines – so optimize it! Real-time (Twitter & Facebook) Social news (Digg, Reddit,

Delicious)


#6 Create Great Content


Must Have a Corporate Blog

Company Blogs: Gives you a vehicle

to post new contentAllows for internal

linkingKeeps the search

engines coming back – have 434% more indexed pages

Have 2X as many backlinks

Your site gets 55% more traffic


Content Examples

All of the following examples are from small to medium businesses

All of the following attracted a decent amount of traffic and 100 or more links

All of the following examples cost just $100’s to produce


Lists – People Still Love Them


http://socialmouths.com/blog/2010/07/13/15-blogs-to-follow-if-you-want-to-kick-ass-online/

Interviews – Makes You the Expert


http://www.searchenginepeople.com/blog/ruud-questions-arnie-kuenn.html

Contests – People Love to Win!


http://sem-group.net/search-engine-optimization-blog/the-bad-ass-seo-guest-blogging-contest-2/

Image Posts – Fast & Easy


http://www.thisisjustcool.com/cool-pictures/the-very-rare-parrot-flower/

Infographics – Hot Right Now


Dream Systems Media

http://www.creditloan.com/infographics/rise-and-demise-of-companies-in-the-economic-crisis/

Webinars – A Lead Generator Too


Videos – Not as Hard as You Think



http://www.verticalmeasures.com/link-building/race-for-the-best-link-2010/

http://www.fixyourdlp.com/guides/samsung/bp96-00224.php

Must Optimize Your Content(in order of importance)

1. Links - internal & external

2. Title tag (viewed in results)

3. Image Alt text

4. H1 tag

5. Description meta tag (viewed in results)

6. URL structure

7. Page load times


Title tag

ContentH1 tag

Search Optimization Elements

Meta DescriptionAward winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.

URL


What To Do Next

Select someone to be your “publisher”. Put a single person in charge of your content. Create an editorial plan or content strategy. Buy this Book:



Plug for AZIMA

Next Tuesday at 6:00pm, Scottsdale Hilton “Social Media in Politics” Jeremy Vaught & Kevin Spidel



Thank You!Turn in your cards for this

presentation.

Q & AContact: 888-476-1881www.VerticalMeasures.com

http://www.verticalmeasures.com/

SMAZ: Winning Content Marketing

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