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B2B SEO Content Marketing Case Study for SMX West

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My presentation for Casie Gillette and Third Door Media's SMX West workshop: Content Marketing Mastery, detailing B2B content marketing tactics designed to improve organic search and overall website performance.

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B2B SEO Content Marketing Case Study for SMX West

  1. 1. Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 A SEO Content Marketing Case Study
  2. 2. SEO / Content Marketing Objectives & Tactics Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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
  3. 3. Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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
  4. 4. Preparation & Research Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017
  5. 5. Preparation: The Editorial Calendar Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Getting Organized: • 6 month view on blog post publishing assignments (recommend quarterly at the least)
  6. 6. Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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
  7. 7. Preparation: Twitter Lists Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Target Audiences • Third Party Publishers • Industry Influencers • Customers & Prospects (Vendor & Organization) About Twitter Lists: https://support.twitter.com/articles/76460
  8. 8. Additional Third Party Tools Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017
  9. 9. Critical Questions Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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?
  10. 10. SERP Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Home Page Article Article REF: How Search Result Analysis Leads To A Better SEO Program
  11. 11. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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 perspective Moz Keyword Explorer: https://moz.com/explorer/keyword/
  12. 12. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/
  13. 13. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Buzzsumo Social Media Insights: http://buzzsumo.com/solutions/content-discovery/
  14. 14. Content Marketing Execution Step Two Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017
  15. 15. Start of Every Month (End of Last) Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Communication on key topics based on keywords, social media, and historical success metrics
  16. 16. Every Day Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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)
  17. 17. Every Week Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Distribution of content marketing assets on site, via social media, and through internal communication
  18. 18. End of Every Month (Beginning of Next) Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Monthly reporting, analysis, and communication to team
  19. 19. Content Marketing Examples Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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”
  20. 20. Content Marketing Examples Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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”
  21. 21. Content Marketing Examples Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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
  22. 22. Marketing Measurement Step Three Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017
  23. 23. SEO & Content Marketing Results Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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
  24. 24. SEO & Content Marketing Results Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Inbound Links
  25. 25. SEO & Content Marketing Results Derek Edmond • Managing Partner • @DerekEdmond Presentation: 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
  26. 26. Site Performance & Goal Tracking Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
  27. 27. Page Performance & Goal Tracking Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
  28. 28. Google Search Console: Search Analytics Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en
  29. 29. Buzzsumo: Inbound Link Performance Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017
  30. 30. Twitter: List Performance Review Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017
  31. 31. Communication Between Teams! Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smx2017
  32. 32. What’s Next? SEO / Content Marketing Derek Edmond • Managing Partner • @DerekEdmond Presentation: https://komarketing.com/smxwest2017 • Lead Generation • Thought Leadership • Links and Social Media Buzz Social Media Network Development Blog Posts & News Lead Nurturing Assets Video
  33. 33. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Presentation: https://komarketing.com/smxwest2017 Thank You!
  34. 34. Derek Edmond Managing Partner • @DerekEdmond @KoMarketing – Online Marketing Search • Social • Content Boston, MA Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  35. 35. 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
  36. 36. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Who We’ve Worked With

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