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@ArnieK
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Arnie Kuenn, CEO, Vertical Measures
Forget Keywords - Here’s How To Produce
Content to Grow Your Business
@ArnieK
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#ISUM15
About Your Presenter...
● Vertical Measures is a 50 person PPC,
SEO & content marketing agency in
Phoenix, AZ
● Taught more than 3,000 people in our
workshops
● Columnist for Marketing Land, Chief
Content Officer & LinkedIn
● Co-authored: Content Marketing Works
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● 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.
What is Content Marketing?
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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%86%
How Important is Search?
Source: GroupM
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Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
that information - will win.
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#ISUM15Types of Content that Really Work
1. Cost
2. Problems
3. VS.
4. Reviews
5. Best
Marcus Sheridan
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More than
$2,500,000.00
From one single blog post
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Source: OperationsManager.com
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#ISUM15VS. or Comparisons
Source: flauntresponsive.com
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“Since starting this just over 18 month ago, we can
account for at least $4 Million in additional revenue
because of our content marketing efforts…”-Ron Novak, VP of Segue Technologies
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#ISUM15‘The Best’ or ‘Reviews of’
Source: NewFranchiseMall.com
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#ISUM15Ask Your Staff!
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#ISUM15Google Suggest – B2C
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#ISUM15Google Suggest – B2B
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KeywordTool.io
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#ISUM15YouTube for Ideas
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Boring Industry?
Not Sexy!
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● Don’t ask “What can you write
about?” Ask “What questions do
you get asked every day”
● Do not gamble your success
on creating cute, clever, fun
content. Produce content people
are ACTUALLY searching for!
Every Moment is a Content Opportunity
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Tweet: @ArnieK’s Content Marketing
book is FREE at
http://vert.ms/cmworks #ISUM15
Thank You!
vert.ms/cmworks
@ArnieK
#DSP15
