www.verticalmeasures.com
LEGAL MARKETING CONFERENCE
HOW TO WIN AT SEARCH, SOCIAL &
CONTENT MARKETING
Arnie Kuenn, President, Vertical Measures - @ArnieK
ABOUT YOUR PRESENTER…
• President of Vertical Measures –
A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute &
Online Marketing Institute
• Been an Internet marketer longer than Google
has existed.
“CONTENT MARKETING”
CONTENT MARKETING - THE TOP PRIORITY
WHAT IS CONTENT MARKETING?
• Content marketing is the art of providing relevant,
valuable content to your clients and prospects
without selling or interrupting them.
• Instead of pitching your services, you are delivering
information that makes your prospective client more
intelligent before they commit to you.
• If you deliver consistent, ongoing valuable
information to clients, they ultimately reward you
with their business and loyalty.
BUT WHY CONTENT
MARKETING?
HOW IMPORTANT IS SEARCH?
of all consumers use search
prior to making a purchase
Source: GroupM
of searchers conduct non-
branded queries
of buyers click on organic
links vs the sponsored ads
THINK LIKE A PUBLISHER!
DEVELOP YOUR STRATEGY - SUMMARY
• Strategy will evolve through the whole
process
• Why are you creating the content you are
creating?
• Who is your audience?
• What types of content will you create?
• Who will create your content?
• When will you develop your content?
• What does success look like?
WHAT ARE WE SEARCHING FOR?
START YOUR RESEARCH HERE!
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
LONG TAIL IS THE KEY!
KNOW YOUR KEYWORDS
MORE KEYWORD RESEARCH TOOLS
Google Keyword Suggest
Relate Searches
MORE KEYWORD RESEARCH TOOLS
Google Insights
YouTube Related Searches
More than 2204
questions about
“patent attorney”
(exact match).
More than 3,600
using broad match!
Long tail searches
are the key to
success!
LIST ALL CONTENT IDEAS IN A SPREADSHEET
PUT TOGETHER AN EDITORIAL CALENDAR
BENEFITS OF A BLOG
• Gives you a vehicle to post new content
• Allows for internal linking
• Keeps the search engines coming back – have 434% more indexed pages*
• Have 2X as many backlinks*
• Your site gets 55% more traffic*
• You have 79% more Twitter followers*
Source: *Hubspot
HOW IN-HOUSE COUNSEL USE AND
PERCEIVE BLOGS
• In-house attorneys exhibit widespread trust (84%) in blogs.
• They read attorney-authored or firm-branded blogs more often than they read blogs written by actual journalists.
• More than half of respondents said they think a prominent blog will influence clients to hire one firm over another.
• While daily blog readership dropped 10% from 2010, weekly and monthly readership more than made up for it, shedding new light on the quality versus quantity debate.
Source: Greentarget
ACHIEVING SUCCESS IS A CONTINUOUS,
PLANNED OUT PROCESS
Tweet:
Content Marketing Book – @AccelerateBook is FREE on
Amazon Kindle – Today only! #LMA13
Kindle Version
April 9, 2013 Only
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUCH!