1. The Future of Content in an Online World
Presented by
Arnie Kuenn

2. My Background Internet marketing for about 12 years
Formed Vertical Measures about 5 years ago
We are an Internet marketing company based here in Phoenix
We have 80+ clients from all around the world where we conduct SEO, link building, content & social media marketing
Twitter: @ArnieK #Cronkite

3. Before We Begin My Approach Going to move pretty quickly
Journalists need to think “digital”
Journalists & writers ARE needed
What businesses should do
Going to move pretty quickly
Feel free to stop me and ask questions
Twitter: @ArnieK #Cronkite

4. SEO and Journalism
People consume content differently than they used to through a newspaper.
Good journalism is not mutually exclusive with SEO.
SEO is a tool to make sure the best stories get noticed…SEO increases visibility where users are looking.
It has been proven over and over again that the best journalism tends to get the best page views.
Twitter: @ArnieK #Cronkite

5. Why Be Concerned About Search?
The #1 position will get clicked 43% of the time!
Source: Did-it, Enquiro, and Eyetools.
Twitter: @ArnieK #Cronkite

6. How Does Search Work?
Bot or Spider
Twitter: @ArnieK #Cronkite

7. What We Tell Businesses
When someone searches online, there are only two possible outcomes:
They will find your content.
They will find your competitors.
Content IS the new marketing.
Storytelling has gained the advantage online.
If you have a website you ARE a publisher.
Twitter: @ArnieK #Cronkite

8. The Numbers Don’t Lie Content is, in fact, the next big thing
Here’s a look at Google search returns for “social media” over the past few years: 
2005: 9,150,000
2006: 41,600,000
2007: 165,000,000
2008: 359,000,000
2009: 1,230,000,000
  And here’s a look at Google search returns for “content strategy":
2006: 5,930,000
2007: 8,340,000
2008: 137,000,000
2009: 337,000,000
Kristina Halvorson on February 25th, 2010
Twitter: @ArnieK #Cronkite

9. The New Marketing
You are at the forefront of a digital content revolution.
Businesses are just now beginning to understand that, along with the products & services, one of their core products IS information.
They need to:
Provide content that gives solutions to some of the toughest problems their customers are facing.
Position themselves as the trusted solutions providers for their industry and help people spread the word!
Have customers rely on them for their expertise as they become the trusted solution in their industry.
So they begin as a source of information…. and continue on as the source of products & services.
Twitter: @ArnieK #Cronkite

10. Steps to Creating Content
Perform Keyword and Market Research
Identify Types of Content to be Created
Identify Where the Content will be Placed
Brainstorm for Powerful Ideas
Develop a Plan for Promoting the Content
Create Great Content… continuously
Twitter: @ArnieK #Cronkite

11. #1 Keyword and Market Research
Keyword research should be the foundation
Market research helps you understand your target in both search and social.
Check trending topics on Twitter, Yahoo and MSN
Look at answer sites like Yahoo Answers, FB or LI to figure out what people are asking about in your industry
Check sites like Digg, StumbleUpon, Reddit and Mixx.
What are your competitors doing that is working?
Your content MUST pass the keyword or engagement test.
Twitter: @ArnieK #Cronkite

12. #2 Identify Types of Content to be Created
Your research determines what types of content your audience prefers and consumes.
Blogs
Case Studies
Community Forums
Contests
eBooks    
eNewsletters
Infographics
Interviews
Online Quizzes
Podcasts
Videos 
Webcasts/Webinars
White Papers
Twitter: @ArnieK #Cronkite

13. #3 Identify Where the Content will be Placed
On a Blog?
RSS feeds?
Social accounts?
News or PR sites?
Sites for Videos, Images, Slides, PR, etc?
Web pages for Videos, Images, Slides, PR?
Will you have content to download?
Twitter: @ArnieK #Cronkite

14. #4 Brainstorm for Powerful Ideas
Highest Viral Potential
Easiest to Share
Drive User Generated Content (UGC)?
Add real value to the reader
Unique
Informative
Entertaining
Relevant
Consumers need content that makes them smarter and more knowledgeable. Businesses that provide that content will win.
Twitter: @ArnieK #Cronkite

15. #5 Develop a Plan for Promoting the Content
Social Media is a critical aspect of online publishing. Getting this part right can be the difference between success and failure. 
The rewards of social success of content are immense, but doing it poorly can also do real damage. 
Understand who your customer is and where they are online.
Develop consistent, relevant content in multiple channels.
Twitter: @ArnieK #Cronkite

16. #5 (cont.) Leveraging Social Media
Let go of all control. Let your ideas spread.
Content becomes available to readers any time and any place.
People share your ideas, link to your content.
Content is found through social media and search engines – so optimize it!
Real-time (Twitter & Facebook)
Social news (Digg, Reddit, Delicious)
Twitter: @ArnieK #Cronkite

17. #6 Create Great Content
Twitter: @ArnieK #Cronkite

18. Must Have a Company Blog
Company Blogs:
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
Twitter: @ArnieK #Cronkite

19. Content Examples We get asked all the time…
What content should I create?
What should I put on my blog?
What is working to attract readers and visitors?
Twitter: @ArnieK #Cronkite

20. Lists – People Still Love Them
Twitter: @ArnieK #Cronkite

21. Interviews – Makes You the Expert
Twitter: @ArnieK #Cronkite

22. Image Posts – Fast & Easy
Twitter: @ArnieK #Cronkite

23. Videos – Not as Hard as You Think
Twitter: @ArnieK #Cronkite

24. Different Ways to get on Page 1
Articles
Blog posts
Images
Location based
News
Social media
Videos
Twitter: @ArnieK #Cronkite

25. Must Optimize Your Content (in order of importance)
Links - internal & external
Title tag (viewed in results)
Image Alt text
H1 tag
Description meta tag (viewed in results)
URL structure
Page load times
Twitter: @ArnieK #Cronkite

26. Search Optimization Elements
Title tag
URL
H1 tag
Content
Meta Description
Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.
Twitter: @ArnieK #Cronkite

27. Why SEO Won’t Kill Journalism
The concern that audience tracking, writing for Google, and SEO will somehow destroy the ability of news organizations to keep news judgment apart from audience demands is misplaced. Instead, being more attentive to audience demands may actually be the best thing that news organizations can do to remain relevant and vital sources of news.
Twitter: @ArnieK #Cronkite

28. Additional Resources Vertical Measures Intern Program
SEO Educational Videos:
Online Marketing & Related Webinars:
Articles
Twitter: @ArnieK #Cronkite

29. Tomorrow at 6:00pm, Scottsdale Hilton Danny Sullivan $25 for Students
Journalist, now Search Marketing Guru
$25 for Students
Learn more at
Membership is free for Students
November 16th is a local Media Event
Twitter: @ArnieK #Cronkite

30. Thank You! Q & A