A B2B SEO Content Marketing Case Study
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A revamped presentation for Casie Gillette and Third Door Media's SMX Advanced workshop: Content Marketing Mastery, detailing B2B content marketing tactics designed to improve organic search and overall website performance.
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A B2B SEO Content Marketing Case Study
- 1. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content A SEO Content Marketing Case Study
- 2. – We are active participants in a range of industry organizations & affiliations – We contribute to a range of leading publications and industry events Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 3. Key Presentation Objectives Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content How To Prepare / Research Daily / Weekly / Monthly Planning Content Marketing Measurement
- 4. SEO / Content Marketing Objectives & Tactics Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • Lead Generation • Thought Leadership • Links and Social Media Buzz On-Page Optimization + Strategic Content Assets Social Media Network Development Blog Posts & News
- 5. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Visitor Traffic Across All Channels Leads (Contact Forms) From All Channels Content Marketing Assets To Create SEO & Content Marketing Goals Yearly growth & productivity goals
- 6. Preparation & Research Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 7. Preparation: The Editorial Calendar Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Getting Organized: • 6 month view on blog post publishing assignments (recommend quarterly at the least)
- 8. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content 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
- 9. Preparation: Twitter Lists Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Target Audiences • Third Party Publishers • Industry Influencers • Customers & Prospects (Vendor & Organization) About Twitter Lists: https://support.twitter.com/articles/76460
- 10. Additional Third Party Tools Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 11. Critical Questions Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • 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?
- 12. SERP Analysis Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Home Page Article Article REF: How Search Result Analysis Leads To A Better SEO Program
- 13. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • 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 perspective Moz Keyword Explorer: https://moz.com/explorer/keyword/
- 14. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Moz Keyword Explorer: https://moz.com/explorer/keyword/
- 15. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Buzzsumo Social Media Insights: http://buzzsumo.com/solutions/content-discovery/
- 16. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/
- 17. Content Marketing Execution Step Two Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 18. Start of Every Month (End of Last) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Communication on key topics based on keywords, social media, and historical success metrics
- 19. Every Day Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content TweetDeck: https://support.twitter.com/articles/20169620 Daily monitoring of Twitter lists and scheduling communication and outreach (via HootSuite and TweetDeck)
- 20. Every Week Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Distribution of content marketing assets on site, via social media, and through internal communication
- 21. End of Every Month (Beginning of Next) Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Monthly reporting, analysis, and communication to team
- 22. Content Marketing Examples Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Objectives: • Keyword Visibility – “content marketing development” and related terms • Social Sharing & Link Building Opportunity Results: • 105 social shares • 6 different domains linking to post
- 23. Content Marketing Examples Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content 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”
- 24. Content Marketing Examples Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content 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”
- 25. Content Marketing Examples Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content 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
- 26. Marketing Measurement Step Three Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 27. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Visitor Traffic Across All Channels Leads (Contact Forms) From All Channels Annual Average Value of Quoted Work Evaluating growth over a 2 year timeframe SEO & Content Marketing Results
- 28. SEO & Content Marketing Results Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Inbound Links
- 29. SEO & Content Marketing Results Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content 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
- 30. Site Performance & Goal Tracking Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
- 31. Page Performance & Goal Tracking Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
- 32. Google Search Console: Search Analytics Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en
- 33. Buzzsumo: Inbound Link Performance Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 34. Twitter: List Performance Review Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 35. Communication Between Teams! Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 36. What’s Next? SEO / Content Marketing Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content • Lead Generation • Thought Leadership • Links and Social Media Buzz Social Media Network Development Blog Posts & News Lead Nurturing Assets Video
- 37. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Presentation: https://komarketing.com/smxadvanced2017 Thank You!
- 38. Derek Edmond Managing Partner • @DerekEdmond @KoMarketing – Online Marketing Search • Social • Content Boston, MA Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 39. KoMarketing Capabilities Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 40. Markets We Specialize In Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
- 41. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Who We’ve Worked With