a content marketing case study: boston marketo user group presentation

Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06

A Content Marketing Case Study

How Content Marketing Launched a Million Dollar

Marketing Channel

Content Marketing Objectives & Tactics


• Lead Generation• Thought Leadership• Links and Social

Media Buzz On-Page Optimization + Strategic Content Assets

Social Media Network Development

Blog Posts & News

http://twitter.com/derekedmond

http://www.linkedin.com/in/dedmond29


Visitor Traffic Across All Channels

Leads (Contact Forms) From All

Channels

Content Marketing Assets

To Create

SEO & Content Marketing Goals

Yearly growth goals

Preparation & Research


Preparation: The Editorial Calendar


Search • Social • Content

Getting Organized:• 6 month view on blog

post publishing assignments (recommend quarterly at the least)


Preparation: Google Search Console: Search Analytics

Data Points to Consider:

• High CTR / above average impression volume

• High impressions but low CTR

• Average position in relation to CTR and overall traffic potential

About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en

REF: How To Uncover SEO Content Marketing Ideas With Google Search Analytics

http://searchengineland.com/uncover-seo-content-marketing-ideas-google-search-analytics-239925



Preparation: Twitter Lists


Target Audiences

• Third Party Publishers

• Industry Influencers• Customers &

Prospects (Vendor & Organization)

About Twitter Lists: https://support.twitter.com/articles/76460

Additional Third Party Tools


Critical Questions


• What type of content works well based on keyword analysis?

• What type of content appears to acquire social shares and links via social networks?

• What users share and distribute our content?

• How are users engaging with our content today?

SERP Analysis


Home Page

Article

Article

Article

REF: How Search Result Analysis Leads To A Better SEO Program

http://searchengineland.com/search-result-analysis-leads-better-seo-program-220205

http://searchengineland.com/search-result-analysis-leads-better-seo-program-220205

Content Analysis


• All 10 results in first page of search results consist of articles and research reports

– Wide variation in domain and page scores reflects opportunity to position prominently with the right content asset (see highlighted area)

• Recommendation: – Develop new content marketing asset targeting this keyword with promotional

blog post offering additional perspectiveMoz Keyword Explorer: https://moz.com/explorer/overview

Content Analysis


Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/

Content Analysis


Buzzsumo Social Media Insights: http://buzzsumo.com/solutions/content-discovery/

Content Marketing Execution

Step Two


Start of Every Month (End of Last)


Communication on key topics based on keywords, social media, and historical success metrics

Every Day


TweetDeck: https://support.twitter.com/articles/20169620

Daily monitoring of Twitter lists and scheduling communication and outreach (via HootSuite and TweetDeck)

Every Week


Distribution of content marketing assets on site, via social media, and through internal communication

End of Every Month (Beginning of Next)


Monthly reporting, analysis, and communication to team

Marketing Measurement

Step Three


Page Performance & Goal Tracking


Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en

Google Search Console: Search Analytics


About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en

Buzzsumo: Inbound Link Performance


Twitter: List Performance Review


Marketo: Prospect Performance


Marketo Web Page Activity Report: https://docs.marketo.com/display/public/DOCS/Web+Page+Activity+Report

Communication Between Teams!


Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Presentation: http://komarketing.com/bmug-june06

Thank You!

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing

Search • Social • Content

Boston, MA

Derek Edmond • Managing Partner • @DerekEdmond@KoMarketing Search • Social • Content


– We are active participants in a range of industry organizations & affiliations

– We contribute to a range of leading publications and industry events


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