Content Marketing

A Quick StartMike Huber, Director of Business Strategy, Vertical Measures

#WACVBTechSummit

● 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

● Digital Marketer since late ‘90s

● Former Director of Marketing for Online

Hotel Booking Company (Groups)

About Your Presenter@mjhuber

Mike Huber

www.verticalmeasures.com

www.verticalmeasures.com

2009 2011 2013 2015

“Content Marketing”

@mjhuber

Google Trends

#WACVBTechSummit

@mjhuber

www.verticalmeasures.com

IMPACT OF MONTHLY BLOGARTICLES ON INBOUND LEADS

-HubSpot

NEW

LEADS

INDEX

MONTHLY BLOG

POSTS

www.verticalmeasures.com

TRAFFIC

INDEX

TOTAL BLOG POSTS-HubSpot

IMPACT OF TOTAL PUBLISHED BLOGPOSTS ON INBOUND TRAFFIC

“NOW,

RELATIONSHIPS

ARE CREATED

WITH

INFORMATION,

NOT PEOPLE.”-YoutilityBook.com

● Content marketing is the art of providing relevant, useful contentto 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?@mjhuber

What is Content Marketing?@mjhuber

Self Serve Information

Complete Transparency

Real-Time Relevance

@mjhuber

GREAT CONTENT works on its own behalf. It can spread,

persuade and convert people without your help, just by

virtue of being

RELEVANT AND USEFUL.

@mjhuber

http://tomfishburne.com/2013/10/cmo-of-the-month.html

But The Long-Term

Payoffs Can Be Huge

This is not a 30 day R.O.I.

@mjhuber

Courtesy of The Sales Lion

@mjhuber

#WACVBTechSummit

Zero Moment of Truth@mjhuber

Stimulus – Advertising

Buy

Experience

Consulting –

10.4 sources before making their buying decision

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@mjhuber

Buyers are searching for

information that helps them

make an informed decision.

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@mjhuber

Businesses that provide

that information - will win.

#WACVBTechSummit

@mjhuber

@mjhuber

Sources of Research: US Travel Association (Impact of Travel on State Economies 2013, Domestic Travel Market

Report 2013, International Top 20 Report 2008 – 2013), Destination Analysts (State of the American Traveler

2006 - 2014), Brand USA & PhocusWright (International Market Profiles 2014)

Pay Per Click@mjhuber

Only 10 to 20%

of people click

here – but can

still pay off.

How important is SEO and Search?@mjhuber

More than 80%

of people click

here!

#WACVBTechSummit

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%86%

@mjhuber

Achieving Success is a Continuous Process

@mjhuber

Establishing Priorities

#WACVBTechSummit

Think Like a Publisher@mjhuber

Why are you creating your content?@mjhuber

Have you taken an inventory of your current content?

What will your new content accomplish?

– Customer Retention?

– Increased Revenue?

– Lead Generation?

– Lower Customer Service Costs?

– Thought Leadership?

– Open New Markets?

– More Links?

#WACVBTechSummit

How good is my current content@mjhuber

What are you goals? – S-M-A-R-T@mjhuber

• Start with the big company-wide goals

• Marketing Goals

• Department Goals

• Your Goals

The Sales Funnel@mjhuber

Awareness Problem/Need

Interest Research

Desire Evaluation

Action Decision

Every piece of content

should have a

business purpose

Who will create your content?@mjhuber

• What expertise will you need?

− Creative writing?

− Sales copy?

− Technical writing?

− Graphics?

− Video?

• Leverage your employees & customers

• Business partners or suppliers may

contribute

Where will the content be published?@mjhuber

• Your Blog?

• RSS feeds?

• Social accounts?

• News Feeds?

• Sites for Videos, Images, Slides, PR, etc?

• Your web pages?

• Will you have content to download?

Sharing time@mjhuber

• Identify the steps in your sales funnel.

• What will you measure?

• What does success look like?

• What is your BIG goal?

• What is one of your marketing goals?

What Are We Searching For?

Setting content priorities@mjhuber

Destination

Location within the destination

Amenities

Things to do

Check in/check out time

Restaurants

Shopping

Attractions

Events

Groups

Conference space

Meeting rooms

@mjhuber

@mjhuber

Who are you?@mjhuber

• You are a publisher and you must create content to speak to your specific audience and that truly represents YOU!

• Find your voice

− Humorous?

− Serious?

− Researcher?

Who is your audience?@mjhuber

• Current/potential

customers? People

spending money on your

product or service now or

in the future?

• Location? Are you a

location based business

and how might that

impact your audience?

• Seasonal? Is your

business seasonal with a

changing audience?

@mjhuber

http://www.upcloseandpersona.com/gender.html

Sharing time@mjhuber

• Share your personas?

• How many do you have?

• Who are your constituencies?

• Are they clearly defined?

How are you being found? Keywords

Google Keyword Suggest

Related

Searches

@mjhuber

What should we write about?

Answer questions

Write about your

expertise

Interview your

customers

Ask your staff

@mjhuber

Research Tools – Google Alerts@mjhuber

Research Tools – Google Trends@mjhuber

YouTube Related Searches

Research Tools - YouTube@mjhuber

Research Tools - KeywordTool.io@mjhuber

Research Tools – SerpStat.com@mjhuber

Research Tools – Answers.Yahoo.com@mjhuber

4,067 results

Research Tools – Quora.com@mjhuber

@mjhuber

Ubersuggest.org

Research Tools – Ubersuggest.org@mjhuber

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Keywordshitter.com

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socialmention.com

Sharing time@mjhuber

• What common questions do you get?

• Where are your content gaps?

• What tools do you use?

• What tools did I leave out?

• Which of these will you try?

@mjhuber

List All Content Ideas in a Spreadsheet@mjhuber

Put Together An Editorial Calendar

VerticalMeasures.com/calendar

@mjhuber

Create Useful Content

Blogs

eBooks

Curation

Podcasts

Interviews

White Papers

Webcasts/Webinars

Community Forums

Online Quizzes

eNewsletters

Case Studies

Infographics

Contests

Videos

@mjhuber

@mjhuber

Address Pricing / Cost@mjhuber

Showcase your destination and services then compare and contrast to others.

Comparisons@mjhuber

38 links to this page

111 links to this page

Resource pages@mjhuber

Curation or Aggregation@mjhuber

● Lead generator

● Lead nuture

● Link attractor

● Long life span

Free Guides, Case Studies & White Papers@mjhuber

#WACVBTechSummit

Lists People Still Love Them@mjhuber

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Videos – They’re Not That Hard@mjhuber

Interviews Fun

Behind the scenes Demos

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Videos – Transcribe Them@mjhuber

Sharing time@mjhuber

• What ideas stood out to you?

• What will you try?

• What format will you try?

@mjhuber

Promotion and distribution@mjhuber

Content Distribution

Driving content to your audience

Content Promotion

Driving audience to your content

Press Releases@mjhuber

Sharing New Content Can Be Very Simple@mjhuber

Source: CMI & MarketingProfs

Distribute or Repurpose Your Content@mjhuber

http://www.pinterest/source/visitsacramento.com

● Essential Elements– Visually appealing and branded– Incorporate into editorial calendar: plan frequency– Segmenting: targeted messaging– Plan out segmented drip or follow up campaigns– Stay brief: Read More, Get More Details– Great subject line!

● Distribution Services– Exact Target– Constant Contact– Vertical Response– Mail Chimp

E-mail Campaigns@mjhuber

Sharing time@mjhuber

• How are you distributing content?

• How are you promoting content?

• What is working?

• What isn’t working?

• How many social media channels

are you using?

@mjhuber

@mjhuber

@mjhuber

@mjhuber

HowToConvinceYourBoss.com@mjhuber

Free on our site -

or print and Kindle on Amazon

vert.ms/cmworks

@mjhuber

Can’t index 100% of the

content that resides on

your computer.