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Arnie Kuenn, CEO, Vertical Measures
@ArnieK #CSAUSA
How to Convince Your
Boss to Invest in
Content Marketing
@ArnieK #CSAUSA
About Your Presenter…
• Vertical Measures is a 50 person content marketing
agency with an SEO foundation
•...
@ArnieK #CSAUSA
VERTICAL MEASURES
about VM stuff
goes here
@ArnieK #CSAUSA
“Arnie, I just can’t get our
management to see the potential
in this. Getting buy-in seems to
be impossibl...
@ArnieK #CSAUSA
@ArnieK #CSAUSA
“I really think we should be
doing more social media…”
(said by no one that ever got buy-in)
@ArnieK #CSAUSA
“I really think we should be
blogging…”
(said by no one that ever got buy-in)
@ArnieK #CSAUSA
“I really think we should be
doing content marketing…”
(said by no one that ever got buy-in)
@ArnieK #CSAUSA
@ArnieK #CSAUSA
What if you went back to them with a
presentation and never used these words:
• Blogging
• FAQ’s
• Content...
@ArnieK #CSAUSA
• Learning Center
• Listening
• Being Helpful
• Communicating
• Teaching
• Coaching
Instead you used words...
@ArnieK #CSAUSA
Buyers are searching for
information that helps them
make an informed decision.
Businesses that provide
th...
@ArnieK #CSAUSA
“When prospects visit our website, do
we want to help solve their problems
better than anyone else in our
...
@ArnieK #CSAUSA
Companies, large & small, that truly
understand these principles are the
ones doing incredible things onli...
@ArnieK #CSAUSA
Educate Them
@ArnieK #CSAUSA
“Content Marketing”
Google Trends
@ArnieK #CSAUSA
What Is Content Marketing?
• Content marketing is the art of providing relevant,
useful content to your cu...
@ArnieK #CSAUSA
Today, relationships are
created with information –
not people.
@ArnieK #CSAUSA
THIS IS NOT A 30 DAY R.O.I.
BUT THE LONG-TERM PAYOFFS
CAN BE HUGE
@ArnieK #CSAUSA
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Travel Niche
5 months
@ArnieK #CSAUSA
Health/Nutrition Niche
4.5 months
@ArnieK #CSAUSA
Entertainment Niche
6.5 months
@ArnieK #CSAUSA
You Will Probably Fail In The Beginning
@ArnieK #CSAUSA
It Takes Courage…
• It takes courage to give away
something of value without the
expectation of immediate ...
@ArnieK #CSAUSA
ROI On Content Marketing
Source: Content Marketing ROI (Kapost – Eloqua)
@ArnieK #CSAUSA
Courtesy of The Sales Lion
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Because most of our clients are not the NYY, we
strongly suggest playing MONEYBALL
1 in 4 at bats = hit (a...
@ArnieK #CSAUSA
(
In order to play content MONEYBALL, you need
to come up with hundreds of ideas so you can
create fresh, ...
@ArnieK #CSAUSA
ASK YOUR
STAFF!
@ArnieK #CSAUSA
Research Tools
Google Keyword
Suggest
Relate
Searches
@ArnieK #CSAUSA
KeywordTool.io
@ArnieK #CSAUSA
@ArnieK #CSAUSA
More than 410
questions about
More than 3,400
using broad match!
“visit the grand canyon”
(exact match)
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Long tail searches are
like hitting those
singles.
@ArnieK #CSAUSA
Come Up With a List of Content Ideas
@ArnieK #CSAUSA
Put TogetherAn Editorial Calendar
VerticalMeasures.com/calendar
@ArnieK #CSAUSA
Create Useful Content
@ArnieK #CSAUSA
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Search and SEO are Critical
More than 80%
of people click
here!
@ArnieK #CSAUSA
of all consumers use search
prior to making a purchase
Source: GroupM
of searchers conduct non-
branded qu...
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Most Common Problems We Find?
• Unintentional duplicate content
• Duplicate title & meta tags
• Over optim...
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Sharing New Content Can Be Very Simple
@ArnieK #CSAUSA
Budget for Some Ad Spend
Pay Per Click (PPC) and Native Advertising
@ArnieK #CSAUSA
Don’t Get Hung Up On Social
@ArnieK #CSAUSA
@ArnieK #CSAUSA
This page had more than 2,000 views.
@ArnieK #CSAUSA
@ArnieK #CSAUSA
@ArnieK #CSAUSA
On Base Percentage Is The Key Factor
@ArnieK #CSAUSA
@ArnieK #CSAUSA
@ArnieK #CSAUSA
@ArnieK #CSAUSA
The Results…
• Yale’s traffic has grown from
40,000 visitors to 150,000
annually
• Leads have grown from 8...
@ArnieK #CSAUSA
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Once In A While You Will Hit One Out Of The Park
@ArnieK #CSAUSA
You MUST Measure
@ArnieK #CSAUSA
What Really Matters To Your Business?
• How many people visited your website this
month compared to the pr...
@ArnieK #CSAUSA
The best time to start
a content marketing program
is 5 years ago.
The second best time is NOW!
@ArnieK #CSAUSA
@ArnieK #CSAUSA
@ArnieK #CSAUSA
We can bring our
content marketing
workshops to you.
Get everyone on the
same page.
@ArnieK #CSAUSA
@ArnieK #CSAUSA
Contact: 888-476-1881
www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUC...
How to Convince Your Boss to Invest in Content Marketing with Arnie Kuenn
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You totally buy in to the fact that content IS the new marketing, but you are struggling with getting your executives to understand it and approve the time and funds for that content strategy. How can you present the business case to them? How can you get approval for something beyond a 30-day test? Check out this presentation to see real case studies demonstrating the ROI for content marketing, including a systematized approach that it is repeatable and scalable.

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

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How to Convince Your Boss to Invest in Content Marketing with Arnie Kuenn

  1. 1. Arnie Kuenn, CEO, Vertical Measures @ArnieK #CSAUSA How to Convince Your Boss to Invest in Content Marketing
  2. 2. @ArnieK #CSAUSA About Your Presenter… • Vertical Measures is a 50 person content marketing agency with an SEO foundation • Instructor for the Content Marketing Institute & Online Marketing Institute • Columnist for Marketing Land, Chief Content Officer & Relevance
  3. 3. @ArnieK #CSAUSA VERTICAL MEASURES about VM stuff goes here
  4. 4. @ArnieK #CSAUSA “Arnie, I just can’t get our management to see the potential in this. Getting buy-in seems to be impossible…” After 2,000+ students in our content marketing workshops, the most common thing we hear afterwards…
  5. 5. @ArnieK #CSAUSA
  6. 6. @ArnieK #CSAUSA “I really think we should be doing more social media…” (said by no one that ever got buy-in)
  7. 7. @ArnieK #CSAUSA “I really think we should be blogging…” (said by no one that ever got buy-in)
  8. 8. @ArnieK #CSAUSA “I really think we should be doing content marketing…” (said by no one that ever got buy-in)
  9. 9. @ArnieK #CSAUSA
  10. 10. @ArnieK #CSAUSA What if you went back to them with a presentation and never used these words: • Blogging • FAQ’s • Content Marketing • Inbound Marketing • Social Media Marketing
  11. 11. @ArnieK #CSAUSA • Learning Center • Listening • Being Helpful • Communicating • Teaching • Coaching Instead you used words like:
  12. 12. @ArnieK #CSAUSA Buyers are searching for information that helps them make an informed decision. Businesses that provide that information - will win.
  13. 13. @ArnieK #CSAUSA “When prospects visit our website, do we want to help solve their problems better than anyone else in our industry?” “When they “Google it”, are they going to find US or our competitors?”
  14. 14. @ArnieK #CSAUSA Companies, large & small, that truly understand these principles are the ones doing incredible things online – and will win in the long run.
  15. 15. @ArnieK #CSAUSA Educate Them
  16. 16. @ArnieK #CSAUSA “Content Marketing” Google Trends
  17. 17. @ArnieK #CSAUSA What Is Content Marketing? • 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.
  18. 18. @ArnieK #CSAUSA Today, relationships are created with information – not people.
  19. 19. @ArnieK #CSAUSA THIS IS NOT A 30 DAY R.O.I. BUT THE LONG-TERM PAYOFFS CAN BE HUGE
  20. 20. @ArnieK #CSAUSA
  21. 21. @ArnieK #CSAUSA
  22. 22. @ArnieK #CSAUSA Travel Niche 5 months
  23. 23. @ArnieK #CSAUSA Health/Nutrition Niche 4.5 months
  24. 24. @ArnieK #CSAUSA Entertainment Niche 6.5 months
  25. 25. @ArnieK #CSAUSA You Will Probably Fail In The Beginning
  26. 26. @ArnieK #CSAUSA It Takes Courage… • It takes courage to give away something of value without the expectation of immediate return • It takes courage to trust that your customers and prospects will reward you with sales and loyalty at some point in the future • It takes courage to play the long game, not the short game
  27. 27. @ArnieK #CSAUSA ROI On Content Marketing Source: Content Marketing ROI (Kapost – Eloqua)
  28. 28. @ArnieK #CSAUSA Courtesy of The Sales Lion
  29. 29. @ArnieK #CSAUSA
  30. 30. @ArnieK #CSAUSA 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
  31. 31. @ArnieK #CSAUSA ( In order to play content MONEYBALL, you need to come up with hundreds of ideas so you can create fresh, useful content on a frequent basis. Here’s how we do it…
  32. 32. @ArnieK #CSAUSA ASK YOUR STAFF!
  33. 33. @ArnieK #CSAUSA Research Tools Google Keyword Suggest Relate Searches
  34. 34. @ArnieK #CSAUSA KeywordTool.io
  35. 35. @ArnieK #CSAUSA
  36. 36. @ArnieK #CSAUSA More than 410 questions about More than 3,400 using broad match! “visit the grand canyon” (exact match)
  37. 37. @ArnieK #CSAUSA
  38. 38. @ArnieK #CSAUSA Long tail searches are like hitting those singles.
  39. 39. @ArnieK #CSAUSA Come Up With a List of Content Ideas
  40. 40. @ArnieK #CSAUSA Put TogetherAn Editorial Calendar VerticalMeasures.com/calendar
  41. 41. @ArnieK #CSAUSA Create Useful Content
  42. 42. @ArnieK #CSAUSA
  43. 43. @ArnieK #CSAUSA
  44. 44. @ArnieK #CSAUSA Search and SEO are Critical More than 80% of people click here!
  45. 45. @ArnieK #CSAUSA 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
  46. 46. @ArnieK #CSAUSA
  47. 47. @ArnieK #CSAUSA Most Common Problems We Find? • Unintentional duplicate content • Duplicate title & meta tags • Over optimization of anchor text in backlinks and footer • No image optimization • Blocked pages or site
  48. 48. @ArnieK #CSAUSA
  49. 49. @ArnieK #CSAUSA Sharing New Content Can Be Very Simple
  50. 50. @ArnieK #CSAUSA Budget for Some Ad Spend Pay Per Click (PPC) and Native Advertising
  51. 51. @ArnieK #CSAUSA Don’t Get Hung Up On Social
  52. 52. @ArnieK #CSAUSA
  53. 53. @ArnieK #CSAUSA This page had more than 2,000 views.
  54. 54. @ArnieK #CSAUSA
  55. 55. @ArnieK #CSAUSA
  56. 56. @ArnieK #CSAUSA On Base Percentage Is The Key Factor
  57. 57. @ArnieK #CSAUSA
  58. 58. @ArnieK #CSAUSA
  59. 59. @ArnieK #CSAUSA
  60. 60. @ArnieK #CSAUSA 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 marketing expense.”
  61. 61. @ArnieK #CSAUSA
  62. 62. @ArnieK #CSAUSA
  63. 63. @ArnieK #CSAUSA Once In A While You Will Hit One Out Of The Park
  64. 64. @ArnieK #CSAUSA You MUST Measure
  65. 65. @ArnieK #CSAUSA What Really Matters To Your Business? • How many people visited your website this month compared to the previous months • How many people filled out a form to download a piece of content you provided • How many new subscribers to your blog • How many qualified leads you’ve gained • How much has your revenue increased
  66. 66. @ArnieK #CSAUSA The best time to start a content marketing program is 5 years ago. The second best time is NOW!
  67. 67. @ArnieK #CSAUSA
  68. 68. @ArnieK #CSAUSA
  69. 69. @ArnieK #CSAUSA We can bring our content marketing workshops to you. Get everyone on the same page.
  70. 70. @ArnieK #CSAUSA
  71. 71. @ArnieK #CSAUSA Contact: 888-476-1881 www.VerticalMeasures.com More Traffic. More Leads. More Business. THANK YOU VERY MUCH!

You totally buy in to the fact that content IS the new marketing, but you are struggling with getting your executives to understand it and approve the time and funds for that content strategy. How can you present the business case to them? How can you get approval for something beyond a 30-day test? Check out this presentation to see real case studies demonstrating the ROI for content marketing, including a systematized approach that it is repeatable and scalable. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

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