SMX Advanced - Creating Blockbuster Content
47
Arnie Kuenn, CEO, Vertical Measures @ArnieK #SMX How Any Business Can Discover 100’s of Powerful Content Ideas
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17-Oct-2014 -
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Google’s prime directive is “create good content.” But a piecemeal approach to creating content won’t cut it. You need a comprehensive content creation strategy to deliver the value that justifies the time, money and effort. Our speakers will share content creation tactics that have made them successful. You’ll learn winning approaches for developing, re-purposing and maximizing the value from content, along with the metrics to measure and demonstrate your success.
Transcript of SMX Advanced - Creating Blockbuster Content
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 – is FREE on Amazon Kindle
– Today only! #SMX
