Author: Arnie Kuenn

Arnie Kuenn is the CEO of Vertical Measures, a content marketing agency with an SEO foundation, focused on helping their clients get more traffic, more leads, and more business. Arnie has held executive positions in the world of new technologies and marketing for more than 25 years. He is a frequent speaker and author of Content Marketing Works. In 2014, Arnie was honored as the Interactive Person of the Year in Arizona. You can find Arnie on Twitter, Facebook, Google Plus and LinkedIn.

By arnie-kuenn published December 18, 2014

10 Most Common SEO Pitfalls

SEO-Pitfalls-CoverJust over 20 years ago, internet marketing was not on the radar for most businesses. Nowadays, every company has a website; believe it or not, 571 new websites are created every single minute. With that, most industry markets have become increasingly competitive, compelling companies to provide the best online experience for their audience while ensuring their content can be found by search engines.

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By arnie-kuenn published August 21, 2014

How to Pitch the Power of Content Marketing to Your Boss

hands framing eyesContent marketing has proven to be a successful venture for businesses across industries and verticals, which explains the year-over-year growth in its adoption. However, there are still many companies that have yet to jump on the content marketing bandwagon. This is due to a multitude of reasons, one being lack of support from key stakeholders in the organization.

Though most marketers are coming to recognize the value that a well-planned and executed content marketing strategy can deliver, when it comes to getting buy-in from the boss, many are still being met with resistance. And like all “new” marketing initiatives, the boss needs to be sold on the idea in order for it to trickle down and get implemented.Continue Reading

By arnie-kuenn published July 24, 2014

Play Ball: How Your Content Marketing Plan Should Load the Bases

baseball player hitting ball with batIn content marketing, the end game is always the same: Influence your audience to take an action with your business through content creation and promotion. The path businesses take to get to that point differs greatly depending on the strategies and tactics used, though the creation and distribution of quality content is a necessary component to any content marketing plan.

However, a common content marketing misconception is that in order to realize any content marketing ROI, your content must go viral. With 92,000 new articles being published online each day, content virality isn’t a very realistic attainment. Luckily, for most businesses, it doesn’t have to be.Continue Reading

By arnie-kuenn published June 18, 2014

Content Marketing Strategy: 3 Ways to Measure Success with Google Analytics

screen shot-google analyticsYou’ve heard it before: When developing a content marketing strategy, you must start by determining what you want your content to accomplish. Though creating high-quality, compelling content is a tremendously significant part of the content marketing process, it’s even more important that your content proves to be effective — nothing else matters if your content doesn’t help you achieve a business goal.Continue Reading

By arnie-kuenn published May 6, 2014

How to Go “All-In” with Content Marketing: 8 Experts Weigh In

hands pushing poker chipsIn recent years, content marketing has continued to be one of the most popular online marketing strategies utilized by both B2B and B2C businesses. However, despite its widespread usage, businesses large and small continue to face challenges that keep them from feeling successful with content marketing. Whether the blame gets placed on a lack of time, budget, knowledge, training, or other difficulties involved in consistently producing the type of content that promotes engagement, it seems there are certainly some obstacles that need to be cleared before companies can become more comfortable going “all-in” with content marketing. Continue Reading

By arnie-kuenn published April 1, 2014

Visual Content Marketing on 3 Major Networks: Ideas and Inspiration

images-ll bean paparazziWe all know a picture is said to be worth a thousand words. But to a marketer, a picture can be worth so much more.

As people are sharing more than 500 million photos a day, businesses can’t afford to ignore visual content marketing. Luckily, there are many different ways to integrate visual elements into your content marketing strategy, from creating a presence on visual marketing-specific sites to revising your existing strategy on familiar networks to include more visual elements.Continue Reading

By arnie-kuenn published February 14, 2014

Prove Your Commitment to Achieving Content Marketing ROI

i red heart roiThe concept of content marketing has been around since 1895, the year John Deere started circulating its magazine, The Furrow. Since then, many brands have proven the process works. But quantifying a return on investment (ROI) in the new frontier of online marketing can be challenging. There’s rarely an immediate 30-day turnaround on investment, which creates confusion and no small amount of anxiety. When content does take hold, however, the benefits can be very fruitful — and measure you must.

Before you drill down to measure an asset’s content marketing ROI, you need to examine and measure the value of your content marketing efforts as a whole. Marketing-related key performance indicators (KPIs) abound, but unless you understand which ones are important to your brand, you’ll find it nearly impossible to measure success. Continue Reading

By arnie-kuenn published January 29, 2014

Got Compelling Content? 4 Crucial Next Steps

success loading imageIt is no secret that content marketing has grown tremendously over the past few years. In fact, 93 percent of B2B marketers reported using content marketing as a part of their online marketing strategy. Though I think it is excellent that many website owners have embraced the concept of content marketing, with its more widespread use has come lots of differing opinions and tips from experts and practitioners.

One theme that is popular among content purists is the “Build it and they will come” school of thought. Many believe that if you create compelling content and publish it on your website or blog, your work is done; your audience will flock to it based on its merit alone. Yes, this may happen once in a while, but the chances are very slim. Content marketing is not a “set it and forget it” strategy, and those who treat it as such are putting themselves at a serious disadvantage.Continue Reading

By arnie-kuenn published January 6, 2014

6 Tips for Promoting Your Great Content with Advertising

diagram-arrows-paid content promotion Great content is a tremendous asset to any business. Creating and then not taking full advantage of that asset is a missed opportunity, and all too many marketers make that mistake. Using paid content to promote your content marketing across search, display, and social media networks will allow you to capture a significant volume of otherwise unreached prospects and help them turn into customers.

However, paid advertising content marketing strategies are not nearly as simple as choosing a budget and pressing “Go.” Starting with a poor strategy is as good as throwing money out the window; but with a solid strategy, paid online advertising is one of the least risky investments any business can make.

Here are six tips to make sure your paid content promotion strategy is built for success. Continue Reading

By arnie-kuenn published December 24, 2013

How to Fulfill Your Content Marketing Plan Through Content Repurposing

[Editor’s note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we’ve seen from the CMI Online Training and Certification program’s roster of expert instructors. Today’s post originally appeared on Arnie Kuenn’s Vertical Measures blog on June 18, 2013.]

content repurposingThere can be a lot of thought, research, and development that goes into a piece of content. In putting together a robust content marketing plan, why not make the most of that investment? Getting the most mileage out of your content can be achieved with repurposing.Continue Reading