a content marketing case study: boston marketo user group presentation
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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
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
• Lead Generation• Thought Leadership• Links and Social
Media Buzz On-Page Optimization + Strategic Content Assets
Social Media Network Development
Blog Posts & News
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
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
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Preparation: The Editorial Calendar
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Search • Social • Content
Getting Organized:• 6 month view on blog
post publishing assignments (recommend quarterly at the least)
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
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
Preparation: Twitter Lists
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Target Audiences
• Third Party Publishers
• Industry Influencers• Customers &
Prospects (Vendor & Organization)
About Twitter Lists: https://support.twitter.com/articles/76460
Additional Third Party Tools
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Critical Questions
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
• 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
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Home Page
Article
Article
Article
REF: How Search Result Analysis Leads To A Better SEO Program
Content Analysis
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
• 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
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/
Content Analysis
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Buzzsumo Social Media Insights: http://buzzsumo.com/solutions/content-discovery/
Content Marketing Execution
Step Two
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Start of Every Month (End of Last)
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Communication on key topics based on keywords, social media, and historical success metrics
Every Day
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
TweetDeck: https://support.twitter.com/articles/20169620
Daily monitoring of Twitter lists and scheduling communication and outreach (via HootSuite and TweetDeck)
Every Week
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Distribution of content marketing assets on site, via social media, and through internal communication
End of Every Month (Beginning of Next)
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Monthly reporting, analysis, and communication to team
Marketing Measurement
Step Three
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Page Performance & Goal Tracking
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
Google Search Console: Search Analytics
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en
Buzzsumo: Inbound Link Performance
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Twitter: List Performance Review
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Marketo: Prospect Performance
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
Marketo Web Page Activity Report: https://docs.marketo.com/display/public/DOCS/Web+Page+Activity+Report
Communication Between Teams!
Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/bmug-june06
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
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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