Arnie Kuenn + Brad Kuenn CONTENT MARKETING WORKS 8 Steps To Transform Your Business Connect with the Authors Arnie Kuenn Brad Kuenn Twitter.com/ArnieK Twitter.com/BKuenn LinkedIn.com/ArnieKuenn LinkedIn.com/BradKuenn Email: [email protected] Email: [email protected] PRAISE FOR CONTENT MARKETING WORKS “The thing that Arnie & Brad truly get right in his extraordinary new book is that the Copyright © 2015 by Arnie Kuenn and Brad Kuenn. strategy is not just about creating the content - it’s actually using it with the intent to move the business.” All rights reserved. - Robert Rose, Chief Strategy Officer, Content Marketing Institute “The new question isn’t should you do content marketing, it’s precisely HOW do you do ISBN: 0990975509 content marketing effectively. This is the actionable playbook for which you’ve been wait- ing. Recommended!” ISBN-13: 978-0-9909755-0-2 - Jay Baer, New York Times bestselling author of Youtility “This book can (and for many, should) serve as a first step to upgrading your content Published by VM Press, Phoenix, Arizona. marketing practices. Arnie and Brad deeply understand the relationship between content, marketing strategy, traffic opportunities, and sales, and what’s better, have made that No part of this publication may be produced, stored in a retrieval system, information useful and accessible.” or transmitted by any means, electronic, mechanical, photocopying, record- ing, or otherwise, without written permission from the publisher. No patent - Rand Fishkin, founder, Moz liability is assumed with resepect to the use of the information contained herein. “At the most recent Content Marketing World conference, I was asked for an agency recommendation. Without hesitation, Arnie Kuenn and Vertical Measures leapt to mind Limit of Liability/Disclaimer of Warranty: While the publisher and author based on his years of demonstrated expertise. Get this book and experience that expertise have used their best efforts of preparing this book, they make no repre- for yourself.” sentations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties - Brian Clark, Founder and CEO of Copyblogger Media of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The “Give people what they’re looking for - it’s a winning approach every time. And what they advice and strategies contained herein may not be suitable for your situation. seek is content, answers to their questions! A focus on content is always a wise investment, You should consult with a professional where appropriate. Neither the pub- so learn, invest and succeed!” lisher nor author shall be liable for any loss or profit or any other commer- cial damages, including but not limited to special, incidental, consequential, - Duane Forrester, Bing or other damages. “Content marketing works, but only if you follow the advice in this insightful book!” “If you want to know how to do content marketing RIGHT from start to finish this is the book for you!” - Andy Beal, author of Repped: 30 Days to a Better Online Reputation - Melissa Fach - @SEOAware “Many businesses and organizations big and small struggle to understand what the essence of content marketing truly is. But in this work, Arnie Kuenn, one of the true pioneers in “Arnie knows content marketing, he was preaching content marketing before it became this space, has explained how to attain content marketing success in a way that not only all the “rage” in the Internet marketing world. Content marketing DOES work and no will everyone “get it,” but they’ll also be able to implement its principles and strategies matter your skill level, you WILL learn from this book!” immediately to get results. Well done Mr. Kuenn!” - Matt Siltala, president, Avalaunch Media - Marcus Sheridan, president, The Sales Lion “In succession to Accelerate, Arnie has managed to write another great book that ad- “For most marketers, content marketing is a giant failure-prone experiment. With dresses many aspects of content marketing that are missing from other books, but are still Content Marketing Works, you’ll realize that it’s a practical, proven, and, most impor- imperative to proper execution. He truly speaks with insight and experience, and gives tantly, predictable process that you can replicate yourself.” actionable information that all levels of content marketers will find useful. A must-have for every content marketer’s library.” - Pawan Deshpande, CEO, Curata - Rob Garner, Chief Strategy Officer, Advice Interactive; author of “One of the biggest proponents of transforming your business with inbound marketing is “Search and Social: The Definitive Guide to Real-time Content Mar- having a concrete content strategy. The Kuenns not only recognize how important is it for keting.” businesses today to embrace content in order to attract, engage, and delight customers, but they outline every step of the process from planning to sharing to analyzing your efforts. “From the why to the how, Arnie and Brad have laid it out with a practical approach that Whether you’re just getting started with content or want to improve your existing strategy, will save you months of costly mistakes.” read this guide. Your audience will thank you.” - Andy Crestodina, Principal, Strategic Director, Orbit Media - Mike Volpe, CMO, HubSpot “Successful content marketing isn’t always about the big viral moment. Using a proven “Content Marketing Works wisely emphasizes that content marketing is a process, not a process that drives consistency is key. “Content Marketing Works” provides that proven project. Just as a magazine doesn’t publish a single issue, nor should your content program. process for success.” Arnie and Brad take a complicated and critical element of modern business and demysti- fies it with case studies, instruction, and an 8 Step guide. Nicely done.” - Pamela Muldoon, Next Stage Media Group - Larry Kim, founder and CTO, WordStream “As somebody who is one of the most recognized experts in the world on content marketing strategies and whose company is responsible for training more students in hands-on content “As someone who teaches Content Marketing, I can see this book being a valuable asset marketing workshops than anybody else, this book by Arnie Kuenn is a must-have for to my students as it takes them step by step through the entire process.” anyone serious about content marketing!” - Simon Heseltine - Adjunct Faculty, Georgetown University - David Wallace, CEO, SearchRank “To be successful at Content Marketing, you must go ‘all-in.’ In Content Marketing “Arnie and Brad Kuenn nail it with this fantastic guide to content marketing.” Works, Arnie Kuenn provides the guide for how to survive the immersion and come out smiling at your success.” - Eric Enge, CEO, Stone Temple Consulting - Ardath Albee, author, eMarketing Strategies for the Complex Sale “Arnie delivers his best content marketing recipe. Bon Appétit.” and Digital Relevance - Thomas Ballantyne, DOM, Bulwark Exterminating “With Content Marketing Works, Arnie and Brad Kuenn have delivered a well- researched and insightful exploration of today’s content marketing landscape, including “Content Marketing Works” provides a step-by-step blueprint for solopreneurs, mar- both basic and advanced techniques in a practical and enjoyable book that is a definite keters and business executives. It outlines how to develop your business’s content so that must-read for anyone serious about content marketing in our social media age.” it drives measurable results.” - Brett Tabke, founder and CEO of Pubcon - Heidi Cohen – Chief Content Officer – Actionable Marketing Guide “Content Marketing really does work! Know why? Because it’s all about quality. Arnie and the team at Vertical Measures have always gotten this right! This book brings calm “Arnie delivers a powerful blueprint for success in today’s world of organic search.” and focus to the overwhelmed and seasoned marketer, alike. And it even addresses how to overcome the doubting boss! A job well done.” - Jim Bader – Sr. Manager SEO for a leading healthcare company - Stoney deGeyter, Author, The Best Damn Web Marketing Check- “A definitive how to guide for content marketing. Any businesses that have not embraced list, Period! and CEO of Pole Position Marketing the reality that all brands are publishers needs to read and implement Content Market- ing Works. Arnie shares the blueprint to getting the most from your online marketing “Just when you think nothing more can be said about content marketing that hasn’t been efforts...just add a little creativity and the discipline to stay on track.” said before, Arnie Kuenn turns around and wows us (once again) with another incred- ibly valuable tome on how to convince the powers that be that content marketing works. - Matthew O’Brien, CEO of MINT Social And he does it very, very well, covering all types of specific, current examples and case studies, putting together a resource that will pay big dividends for any company trying “Content Marketing isn’t a new concept - Arnie wrote that book years ago, and we’ve to transition to a content culture. If you’re having difficulty selling content marketing in all bought off. From my experience however, successfully operationalizing content mar- to the c-suite, this is the only book you need. A phenomenal addition to the library of keting programs remains an important topic. If you are