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. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX

1. Portland, Oregon
Friday, Feb. 28, 2014
SearchFest 2014
How to Get Your Content Marketing Up and Running
#SearchFest

2. Session Description
Portland, Oregon
Friday, Feb. 28, 2014
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. So you
totally buy in to the fact that content IS the new marketing,
but how do you get your organization engaged and started
down the content marketing path? In this session you will
learn how to get organized, create your plan, generate
great ideas for content (even if you think your business is
boring), and consistently create content your market will
enjoy.
#SearchFest

3. Today’s Presenters
Portland, Oregon
Friday, Feb. 28, 2014
@ArnieK
@MikeCorak
#SearchFest
Arnie Kuenn, CEO | Vertical Measures
• CEO of Vertical Measures – A Search, Social and Content Marketing
Agency.
• Instructor for the Content Marketing Institute and Online Marketing
Institute.
• Writes for Marketing Land and Chief Content Office. Been an Internet
Marketer longer than Google existed.
Mike Corak, Executive Vice President, Strategy | ethology
• Executive Vice President of Strategy, a full service digital agency for
challenger brands.
• Has developed and implemented winning digital strategies for many of
the world’s leading brands like Coca-Cola, FedEx, Nike, and Disney.
• Frequent webinar and blog contributor (Econsultancy, AMA, etc),
SEMPO board member.
• Does not have a book, so you get the picture thumbnail from before his
hair was gray.
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4. Agenda
Portland, Oregon
Friday, Feb. 28, 2014
What is Content Marketing and Why Should You Care?
Getting Organized: Content Marketing Planning
How to Get Started
#SearchFest
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5. What Content Marketing Isn’t?
Portland, Oregon
Friday, Feb. 28, 2014
• Content Marketing isn’t SEO (that’s an integration point)
• Content Marketing isn’t your blog post or what you’re
doing on Facebook (that’s publication)
• Content Marketing isn’t Content Strategy (that’s the plan)
Content Marketing isn’t BULLS&%T!
#SearchFest
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6. What IS Content Marketing?
Portland, Oregon
Friday, Feb. 28, 2014
• Content marketing is the art of providing relevant,
valuable 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.
http://www.verticalmeasures.com/what-is-content-marketing-free-guide/
#SearchFest
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7. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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8. “Programs” vs. Tactics
Portland, Oregon
Friday, Feb. 28, 2014
Advertisers are prioritizing
integrated tactics or “programs”
to solve business problems.
Program success is highly
dependent on true integration.
#SearchFest
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9. Content Marketing is an
“Integrated Program”
#SearchFest
Portland, Oregon
Friday, Feb. 28, 2014
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10. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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11. Tactical Integration: Content Strategy
at the Core
Portland, Oregon
Friday, Feb. 28, 2014
content
creation
paid media
promotion
content
strategy
futurefriendly
lifecycle
marketing
(email)
social
promotion
and
discussion
tacticallyagnostic
search
analytics
lenses: local + mobile
#SearchFest
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12. Content Strategy and Planning
Process
Portland, Oregon
Friday, Feb. 28, 2014
1. Audience
Intelligence
2. Content
Audit
3. Gap
Analysis
4. Plan
Creation
5. Plan
Execution
Vernacular &
Demand
Quantitative &
Qualitative
Categories &
Topics
Tactics &
Prioritization
Analysis &
Agility
lenses: local + device
#SearchFest
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13. Purposeful Content
Portland, Oregon
Friday, Feb. 28, 2014
BRAND
Supports business
objectives
SEARCH
Findable by search
engines
#SearchFest
VISITORS
Fulfills audience
needs
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14. Content Demand Through Digital Data
Portland, Oregon
Friday, Feb. 28, 2014
Search
Intelligence
Social
Intelligence
Identify consumer vernacular, popularity,
associated and common interests, and
content types to inform content strategy
#SearchFest
Content Demand
Other sources for content marketing
insights:
• Focus groups, surveys, polls
• Website analytics
• Social analytics
• Site search
• Competitive efforts
• Stated email interests
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15. What Are You About? Taxonomies &
Personas Based on Content Demand
Portland, Oregon
Friday, Feb. 28, 2014
ATM
ATM equipment
ATM parts
products/parts
generic
ATM machine
cash machine
ATM models
teller machine
ATM companies
ATM manufactures
company/provider
Nautilus Hyosung
sale/purchase
ATM machines for sale
buy ATM machines
ATM providers
ATM business
ATM security
ATM services
technology/services
info
ATM solutions
ATM placement
ATM repair
owning an ATM
#SearchFest
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16. Qualitative Audit: Best Practices
Portland, Oregon
Friday, Feb. 28, 2014
Useful and usable
Redundant, outdated, trivial (ROT)
Meets audiences’ needs
Balances business objectives
Voice, tone & style
Sharable
Optimized for intended channel
#SearchFest
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17. Qualitative Audit: Throughout the Funnel
Portland, Oregon
Friday, Feb. 28, 2014
OTHER
PAID
REFERRAL
DISPLAY
CLICK
THE PATH
TO
PURCHASE
SOCIAL
EMAIL
3.1
1.9
1.4
ASSIST INTERACTION
2.2
DIRECT
PURCHASE
Acts more as an
LEGEND
ORGANIC
SEARCH
PAID
SEARCH
1.0
0.9
0.8
0.5
Acts more as a
LAST INTERACTION
A channel’s position on the chart is defined by the
“assist/last interaction ratio”
Awareness
#SearchFest
Consideration
Intent
Decision
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18. Qualitative Audit: Varied Content Types
Portland, Oregon
Friday, Feb. 28, 2014
Content Type Opportunities:
Most companies lack visual content
balance and variation.
Few customize and have enough
content related to consumer
desires within various lenses
(device and local).
Tip: Analyze competitively
performing content for type to
assist in understanding where the
“bar” is, and what it may take to
surpass performance.
#SearchFest
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19. Qualitative Audit: Context
Portland, Oregon
“Content is King, But Context Rules” Gary Vee
#SearchFest
Friday, Feb. 28, 2014
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20. Qualitative Audit
Portland, Oregon
Friday, Feb. 28, 2014
Trending: Content Attribution
#SearchFest
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21. GAP Analysis
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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22. #1 Impediment to Tactical Integration?
Portland, Oregon
Friday, Feb. 28, 2014
Silos: You brought them in, you can take them out!
#SearchFest
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23. Cultural Shifts That Break Down Silos
Portland, Oregon
Friday, Feb. 28, 2014
• Reimagine your organizational structure, processes, and
operations design
• Rally teams around content marketing program
• Assign common success KPIs across teams (incentives)
• Create a senior level content position
• Include cross-channel teamwork in performance reviews
• Celebrate group successes
• Educate!
#SearchFest
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24. Resourcing
Portland, Oregon
Friday, Feb. 28, 2014
Roles & Responsibilities
Search
catalog all content
Social
PR
manage all content creation,
curation, & distribution
own content calendars &
management tools
Content
Department
Media
Analytics
measure results, arrange
adjustments & optimization
perform content strategy role
Dev
Email
inform & coordinate with offline
& traditional efforts
#CMPlan2014
#SearchFest
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25. In-house v. Outsourced
Portland, Oregon
Friday, Feb. 28, 2014
Commonly “In-housed”
Commonly Outsourced
Production level creative and
content creation
Research, strategy and planning
Social posting and brand
interaction
Complex content creation
Internal program management
Business goal reporting and total
ROI analysis
Ideation
External program management
Content tagging
Related development
Media promotion
Program level reporting
Ongoing recommendations and plan
adjustments
#SearchFest
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26. Internal Tool Sets
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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27. Budgeting for Content Marketing
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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28. Media
Portland, Oregon
Friday, Feb. 28, 2014
“Market Your Marketing” – Jay Baer
PPC
RETARGETING
NATIVE
SOCIAL
MOBILE
EXCHANGES
NETWORKS
ENGAGING
#SearchFest
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29. Portland, Oregon
Friday, Feb. 28, 2014
How to Get Started
#SearchFest
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30. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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31. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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32. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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33. Content Marketing Research
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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34. What Are We Searching For?
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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35. Start Your Research Here!
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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36. Online Research Tools
Portland, Oregon
Friday, Feb. 28, 2014
Google Keyword Suggest
Relate Searches
#SearchFest
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37. More Google Research Tools
Portland, Oregon
Friday, Feb. 28, 2014
YouTube Related Searches
#SearchFest
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38. Portland, Oregon
Friday, Feb. 28, 2014
More than 410 questions
about “visit the grand
canyon” (exact match).
More than 3,400 using
broad match!
#SearchFest
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39. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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40. Portland, Oregon
Friday, Feb. 28, 2014
Long tail searches
are the key to
success!
#SearchFest
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41. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
41

42. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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43. #SearchFest
43

44. Address Pricing / Cost
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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45. Comparisons
Portland, Oregon
Friday, Feb. 28, 2014
Showcase your product or service then compare and contrast to others.
#SearchFest
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46. Lists – People Still Love Them
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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47. Resource Pages
Portland, Oregon
Friday, Feb. 28, 2014
38 links to this page
111 links to this page
#SearchFest
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48. Videos! – They Are Not That Hard
Portland, Oregon
Friday, Feb. 28, 2014
Interviews
Behind the Scenes
#SearchFest
Fun
Product Demos
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49. FREE GUIDES & White Papers
Portland, Oregon
Friday, Feb. 28, 2014
- Lead generator
- Link attractor
- Long life span
#SearchFest
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50. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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51. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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52. Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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53. Portland, Oregon
Friday, Feb. 28, 2014
Buyers need information that helps
them make an informed decision.
Businesses that provide the
content those people are
searching for - will win.
#SearchFest
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54. Portland, Oregon
Friday, Feb. 28, 2014
The best time to start a content
marketing program is 5 years ago.
The second best time is NOW!
#SearchFest
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55. Portland, Oregon
Friday, Feb. 28, 2014
www.VerticalMeasures.com
Shameless Plug:
We offer the best ½ and full day content marketing
workshops in the industry and can bring them to you.
Tweet:
Content Marketing Book – @AccelerateBook is FREE on
Amazon – Today only! #SearchFest
@ArnieK
#SearchFest
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56. Questions?
Portland, Oregon
Friday, Feb. 28, 2014
#SearchFest
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57. Portland, Oregon
Friday, Feb. 28, 2014
@MikeCorak
#SearchFest
@ArnieK
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