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

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/