b2b seo content marketing case study for smx west
TRANSCRIPT
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Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
A SEO Content Marketing Case Study
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SEO / Content Marketing Objectives & Tactics
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
• Lead Generation• Thought Leadership• Links and Social
Media Buzz On-Page Optimization + Strategic Content Assets
Social Media Network Development
Blog Posts & News
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Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Visitor Traffic Across All Channels
Leads (Contact Forms) From All
Channels
Content Marketing Assets
To Create
SEO & Content Marketing Goals
Yearly growth & productivity goals
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Preparation & Research
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
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Preparation: The Editorial Calendar
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Getting Organized:• 6 month view on blog
post publishing assignments (recommend quarterly at the least)
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Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
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
Ideas• How
To Uncover SEO Content Marketing Ideas With Google Search Analytics
• 4 Actionable Insights from Google Search Console Search Analytics Reports
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Preparation: Twitter Lists
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Target Audiences
• Third Party Publishers• Industry Influencers• Customers & Prospects
(Vendor & Organization)
About Twitter Lists: https://support.twitter.com/articles/76460
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Additional Third Party Tools
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
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Critical Questions
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
• What type of content works well based on search result-specific keyword analysis?
• What type of content appears to acquire social shares and links via social networks?
• What individuals / organizations consistently share and distribute our content?
• How are users engaging with our content and website today?
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SERP Analysis
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Home Page
Article
Article
REF: How Search Result Analysis Leads To A Better SEO Program
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Content Analysis
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smx2017
• All 10 results in first page of search results consist of articles typically listing examples
– 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/keyword/
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Content Analysis
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/
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Content Analysis
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Buzzsumo Social Media Insights: http://buzzsumo.com/solutions/content-discovery/
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Content Marketing Execution
Step Two
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
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Start of Every Month (End of Last)
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Communication on key topics based on keywords, social media, and historical success metrics
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Every Day
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
TweetDeck: https://support.twitter.com/articles/20169620
Daily monitoring of Twitter lists and scheduling communication and outreach (via HootSuite and TweetDeck)
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Every Week
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Distribution of content marketing assets on site, via social media, and through internal communication
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End of Every Month (Beginning of Next)
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Monthly reporting, analysis, and communication to team
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Content Marketing Examples
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Objectives:• Keyword Visibility –
“B2B content marketing strategy” and related terms
• Social Sharing & Link Building Opportunity
Results:• 100+ Links from 3rd
Party Websites• 1st Page Keyword
Visibility – “B2B content marketing strategy”
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Content Marketing Examples
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Objectives:• Social Media Sharing
& Visibility• Link Acquisition
Results:• 300+ Shares Across
LinkedIn & Twitter • 55 Links from 3rd
Party Websites• 1st Page Keyword
Visibility – “B2B social media strategy”
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Content Marketing Examples
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Landing Page
Announcement + Press Release
Objectives:• Thought Leadership• Brand Awareness• Links and Social
Media Buzz• Traffic Development
& Lead Generation
Results:• Links from 180+
websites • 1,000+ downloads
over 12 month time period
• Support for over a dozen lead / sales discussions
Pre-Launch Posts
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Marketing Measurement
Step Three
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
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SEO & Content Marketing Results
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Visitor Traffic Across All Channels
Leads (Contact Forms) From All
Channels
Annual Average Value of Quoted
Work
Evaluating growth over a 2 year timeframe
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SEO & Content Marketing Results
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Inbound Links
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SEO & Content Marketing Results
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Organic search engine traffic up 93% year over year (2015 versus 2014) and 110% year over year growth this past year; leads via organic up 38% year over year also
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Site Performance & Goal Tracking
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
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Page Performance & Goal Tracking
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
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Google Search Console: Search Analytics
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en
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Buzzsumo: Inbound Link Performance
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
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Twitter: List Performance Review
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
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Communication Between Teams!
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smx2017
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What’s Next? SEO / Content Marketing
Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017
• Lead Generation• Thought Leadership• Links and Social
Media Buzz
Social Media Network Development
Blog Posts & News
Lead Nurturing Assets Video
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Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing
Presentation: https://komarketing.com/smxwest2017
Thank You!
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Derek Edmond
Managing Partner • @DerekEdmond
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA
Derek Edmond • Managing Partner • @DerekEdmond@KoMarketing Search • Social • Content
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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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Derek Edmond • Managing Partner • @DerekEdmond@KoMarketing Search • Social • Content
Who We’ve Worked With