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Uncover Content Marketing Opportunities Right In Front of You
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Uncover Content Marketing Opportunities Right In Front of You

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My presentation from a recent webinar hosted by LogMyCalls on uncovering content marketing opportunities you might have missed or that represent easy wins and points of execution. …

My presentation from a recent webinar hosted by LogMyCalls on uncovering content marketing opportunities you might have missed or that represent easy wins and points of execution.

The goal of the presentation is for viewers to come away with immediate, actionable tactics to apply in their content marketing efforts.

Interested in learning more? Connect with me on Twitter @DerekEdmond or Google+ https://plus.google.com/u/0/106264952945087662070/posts and check out our company on Twitter @komarketing for more information and resources as well

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  • 1. Derek Edmond • Managing Partner • @DerekEdmond Uncover Content Marketing Opportunities Right in Front of You
  • 2. Derek Edmond Managing Partner • @DerekEdmond KoMarketing Associates B2B Search Marketing Company Boston, MA Derek Edmond • Managing Partner • @DerekEdmond
  • 3. Leave with real, actionable ideas to execute content marketing initiatives today. Goal Derek Edmond • Managing Partner • @DerekEdmond
  • 4. How do Marketers generate business? Derek Edmond • Managing Partner • @DerekEdmond
  • 5. What’s Happening in SEO? • Penguin & Panda updates • Huge penalties • More natural link building & better content Derek Edmond • Managing Partner • @DerekEdmond
  • 6. What’s Happening in Content Marketing? Derek Edmond • Managing Partner • @DerekEdmond
  • 7. What’s Happening in Content Marketing? Derek Edmond • Managing Partner • @DerekEdmond
  • 8. LogMyCalls.com Example Derek Edmond • Managing Partner • @DerekEdmond
  • 9. Derek Edmond • Managing Partner • @DerekEdmond OMG
  • 10. Derek Edmond • Managing Partner • @DerekEdmond
  • 11. Be Your AudienceIdea # 1: Tell a better story in your company section Derek Edmond • Managing Partner • @DerekEdmond Prospects want to know more about the companies they are about to work with and buy from
  • 12. Thumbtack – Scroll down the screen to learn more “About” information, “Why” use this service, and end up at a concise set of contact information, including address, phone number, email, as well as “Post a Request” Example #1: Derek Edmond • Managing Partner • @DerekEdmond
  • 13. Example #2: Derek Edmond • Managing Partner • @DerekEdmond 37 Signals pulls you down right into their key product offerings, as well as secondary services and content assets. They also feature a nice timeline that guides visitors through key milestones and events
  • 14. Moz showcases key company information, a company timeline, and gives visitors insight into their team and core company values Example #3: Derek Edmond • Managing Partner • @DerekEdmond
  • 15. Derek Edmond • Managing Partner • @DerekEdmond Set Up Google Authorship Google Authorship Authorship Help: • https://support.google.com/webmasters/answer/1408986?hl =en • http://blog.kissmetrics.com/google-authorship/ • http://www.searchenginejournal.com/5-useful-google- authorship-cheatsheets-and-infographics/63847/
  • 16. Derek Edmond • Managing Partner • @DerekEdmond What is Author Rank? Image courtesy of SEOMoz Google Authorship & Author Rank You Need to Be Bulding Connections As Google continues to integrate Google properties, force users into Google + and drive more and more personalized results, the idea is that links will be replaced by authorship.
  • 17. Tactics Tactics to Try Derek Edmond • Managing Partner • @DerekEdmond • Company Stories • Company History • Timelines • Team Highlights • Google Authorship • Google+
  • 18. Be Your AudienceIdea # 2: Give old content a facelift Derek Edmond • Managing Partner • @DerekEdmond
  • 19. The Original “John Deere Dealer Locator” (In Approx 2005) Example: John Deere Dealer Locator Derek Edmond • Managing Partner • @DerekEdmond
  • 20. Example: John Deere Dealer Locator Derek Edmond • Managing Partner • @DerekEdmond
  • 21. Example: John Deere Dealer Locator Derek Edmond • Managing Partner • @DerekEdmond
  • 22. Example: B2B SEO Landing Pages Derek Edmond • Managing Partner • @DerekEdmond 22 Unlock Key White Papers and Research Reports Organic search engine traffic increased by 225% from Q1 to Q4 Cost per lead went was cut by 50% in that same time period
  • 23. Tactics Tactics to Try Derek Edmond • Managing Partner • @DerekEdmond • Sales Presentations • Marketing Collateral • Sales Interviews • Third Party Bylines • Blog Posts • Customer Service
  • 24. Be Your AudienceIdea # 3: There’s opportunity in those traffic reports Derek Edmond • Managing Partner • @DerekEdmond
  • 25. Derek Edmond • Managing Partner • @DerekEdmond Example #1: Keyword Referral Reports Keywords + Conversion Rates = Content Ideas
  • 26. Example #2: Webmaster Inbound Link Reports Derek Edmond • Managing Partner • @DerekEdmond Why Do They Link?
  • 27. Example #3: Third Party Referral Reports Derek Edmond • Managing Partner • @DerekEdmond Replicate Content Found Through High Converting Referral Sources
  • 28. Be Your Audience They Know You They Like You The Bar is Low Idea # 4: Consider asking your customers… Derek Edmond • Managing Partner • @DerekEdmond If you want your customers to do the work for you, give them a reason.
  • 29. The 37Signals site has a happy customers page featuring actual customers. The site keeps a happiness report based on the last 100 ratings. Example #1: 37Signals Derek Edmond • Managing Partner • @DerekEdmond
  • 30. PopSurvey got their customers talking by sending them a handwritten note with a Starbucks gift card….from the CEO! Example #2: PopSurvey Derek Edmond • Managing Partner • @DerekEdmond
  • 31. MailChimp does great things to get their customers talking: • Cool schwag • Sense of humor • Great customer service Example #3: MailChimp Derek Edmond • Managing Partner • @DerekEdmond
  • 32. Identify customers with social influence Identify customers likely to share Identify customers you already have a relationship with Key: Don’t Be Random Derek Edmond • Managing Partner • @DerekEdmond You can’t force people to share but you can help your chances.
  • 33. Locate the Right Customers There are several tools out there that can help you locate the right customers. • FollowerWonk • Klout • Topsy • Contaxio Derek Edmond • Managing Partner • @DerekEdmond
  • 34. Tactics Tactics to Try Derek Edmond • Managing Partner • @DerekEdmond • Handwritten Notes • Dinners / Lunches • Gift Cards • Customer Press • Reviews / Ratings • Candy
  • 35. Derek Edmond • Managing Partner KoMarketing Associates • @DerekEdmond Thank You! Who has questions? Cover Slide Photo Source: http://icanhas.cheezburger.com/