A B2B SEO Content Marketing Case Study

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.

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 3 rd Party Websites 1 st 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 3 rd Party Websites 1 st 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