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Once again, creating website content is critical to your business. Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. But how do you increase your conversions through search and social media? How do you get started? How will you consistently create content your market will engage with?
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Improving Conversions Through
Useful Content Marketing Arnie Kuenn, CEO, Vertical Measures
@ArnieK #ConvCon
@ ArnieK #ConvCon
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!
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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 prospects more informed before they buy.
• If you deliver consistent, ongoing valuable information to your prospects, they ultimately reward you with their business and loyalty.
What is Content Marketing?
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This is not a 30 day R.O.I.
But the long-term
payoffs can be huge
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@ ArnieK #ConvCon
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
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Buyers are searching for information
that helps them make an informed
decision.
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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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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)
The Odds of Hitting A Grand Slam
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(
In order to play content MONEYBALL, you need to come up
with hundreds of ideas so you can create fresh, highly
converting, useful content on a frequent basis.
Here’s how we do it…
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Site Search
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ASK YOUR STAFF!
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• 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?
Flow motion cafe
Ask Your Customers
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Google Keyword
Suggest
Related
Searches
Research Tools
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YouTube Related
Searches
More Research Tools
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More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
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Long tail searches are
like hitting those singles.
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OpenSiteExplorer.org
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List All Content Ideas in a Spreadsheet
This is the kind of content that converts.
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Source: http://www.keyworddiscovery.com/keyword-stats.html - 9/01/2013
Longer Search String = More Clicks
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Put Together An Editorial Calendar
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Put Together An Editorial Calendar
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VerticalMeasures.com/calendar
Put Together An Editorial Calendar
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Address Pricing & Cost
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Showcase your product or service then compare and contrast to others.
Comparisons
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Webinars
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Product Demos
Educational Interviews
Behind
the
Scenes
Videos – Improve Conversions
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• Detailed Description
• Statistics
• Images & Video
• Product Comparisons
• User Generated Content
Robust Product Pages
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Free Guides, Case Studies & White Papers
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Free Guides, Case Studies & White Papers
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Lead generator
Link attractor
Long life span
Free Guides, Case Studies & White Papers
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More than
80% will
click here!
Optimize
Your
Content!
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Most Common Problems We Find?
• Unintentional duplicate content • Duplicate title & meta tags • Blocked pages or entire site • Over optimization of anchor text in
backlinks and footer
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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!
The Odds of Hitting a Grand Slam
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@ ArnieK #ConvCon
@ ArnieK #ConvCon
@ ArnieK #ConvCon
• 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…
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We offer the best content
marketing workshops in
the industry and can bring
them to you.
Shameless Plug
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www.VerticalMeasures.com
Raffle Time!
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