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How to Consistently Win at
Content Marketing Arnie Kuenn, CEO, Vertical Measures
@ArnieK
#DSD15
About Your Presenter…
● Vertical Measures is a 50 person search, social &
content marketing agency in Phoenix
● Our clients range from a local HVAC company to
brands known world-wide
● Columnist for Marketing Land, Chief Content Officer &
● Wrote the book Content Marketing Works
@ArnieK @ArnieK
#DSD15
● 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
#DSD15
Achieving Success Is A Continuous Process
@ArnieK
#DSD15
What are people searching for?
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%
@ArnieK
#DSD15
@ArnieK
#DSD15
ASK YOUR
STAFF!
@ArnieK
#DSD15
Research Tools
Google Keyword Suggest
Related
Searches
@ArnieK
#DSD15
@ArnieK
#DSD15
KeywordTool.io
@ArnieK
#DSD15
@ArnieK
#DSD15
More than 410
questions about
“visit the grand canyon”
(exact match)
More than 3,400
using broad match!
@ArnieK
#DSD15
@ArnieK
#DSD15
List All Content Ideas in a Spreadsheet
@ArnieK
#DSD15
Download the Template
VerticalMeasures.com/calendar
Put Together an Editorial Calendar
@ArnieK
#DSD15
@ArnieK
#DSD15
Core Elements to Optimization
Web Pages
1. Links pointing to your content (Internal too)
2. Titles & title tags (viewed in results)
3. Description meta tag (viewed in results)
4. H1 Tag (headline tag – only one!)
5. Images optimized
6. Page load times
7. Freshness of content
8. And now... mobile
@ArnieK
#DSD15
@ArnieK
#DSD15
Sharing New Content Can be Very Simple
@ArnieK @ArnieK
#DSD15
Pay Per Click (PPC) and Native Advertising
Advertising!
@ArnieK
#DSD15
Vertical Measures’
Hub & Spoke Model
@ArnieK
#DSD15
@ArnieK
#DSD15
@ArnieK
#DSD15
@ArnieK
#DSD15
The Results…
● 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.”
@ArnieK
#DSD15
@ArnieK
#DSD15
@ArnieK
#DSD15
@ArnieK
#DSD15
Courtesy of The Sales Lion
@ArnieK
#DSP15
Content Marketing Workshops
@ArnieK
#DSD15
HowToConvinceYourBoss.com
Tweet: @ArnieK’s NEW Content
Marketing book is FREE at
http://vert.ms/cmworks #DSD15
Thank You!
vert.ms/cmworks
@ArnieK
#DSP15