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Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
A Content Marketing
Case S...
Content Marketing Objectives & Tactics
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com...
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Visitor Traffic
Across All...
Preparation & Research
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Preparation: The Editorial Calendar
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bm...
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Preparation: Google Search...
Preparation: Twitter Lists
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06...
Additional Third Party Tools
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june...
Critical Questions
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
• What ...
SERP Analysis
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Home Page
Ar...
Content Analysis
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
• All 10 ...
Content Analysis
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Buzzsumo ...
Content Analysis
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Buzzsumo ...
Content Marketing Execution
Step Two
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/b...
Start of Every Month (End of Last)
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmu...
Every Day
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
TweetDeck: https...
Every Week
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Distribution of...
End of Every Month (Beginning of Next)
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com...
Marketing Measurement
Step Three
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-...
Page Performance & Goal Tracking
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-...
Google Search Console: Search Analytics
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.co...
Buzzsumo: Inbound Link Performance
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmu...
Twitter: List Performance Review
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-...
Marketo: Prospect Performance
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-jun...
Communication Between Teams!
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june...
Derek Edmond • Managing Partner • @DerekEdmond
KoMarketing • @KoMarketing
Presentation: http://komarketing.com/bmug-june06...
Derek Edmond
Managing Partner • @DerekEdmond
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA
Derek Ed...
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
– We are active participants in a ra...
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Who We’ve Worked With
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A Content Marketing Case Study: Boston Marketo User Group Presentation

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Presentation from the Boston Marketo User Group session this past June.

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A Content Marketing Case Study: Boston Marketo User Group Presentation

  1. 1. Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 A Content Marketing Case Study How Content Marketing Launched a Million Dollar Marketing Channel
  2. 2. Content Marketing Objectives & Tactics Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 • 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: http://komarketing.com/bmug-june06 Visitor Traffic Across All Channels Leads (Contact Forms) From All Channels Content Marketing Assets To Create SEO & Content Marketing Goals Yearly growth goals
  4. 4. Preparation & Research Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06
  5. 5. Preparation: The Editorial Calendar Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 Search • Social • Content Getting Organized: • 6 month view on blog post publishing assignments (recommend quarterly at the least)
  6. 6. Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 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 REF: How To Uncover SEO Content Marketing Ideas With Google Search Analytics
  7. 7. Preparation: Twitter Lists Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 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: http://komarketing.com/bmug-june06
  9. 9. Critical Questions Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 • What type of content works well based on keyword analysis? • What type of content appears to acquire social shares and links via social networks? • What users share and distribute our content? • How are users engaging with our content today?
  10. 10. SERP Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 Home Page Article Article Article REF: How Search Result Analysis Leads To A Better SEO Program
  11. 11. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 • All 10 results in first page of search results consist of articles and research reports – 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/overview
  12. 12. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/
  13. 13. Content Analysis Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 Buzzsumo Social Media Insights: http://buzzsumo.com/solutions/content-discovery/
  14. 14. Content Marketing Execution Step Two Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06
  15. 15. Start of Every Month (End of Last) Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 Communication on key topics based on keywords, social media, and historical success metrics
  16. 16. Every Day Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 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: http://komarketing.com/bmug-june06 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: http://komarketing.com/bmug-june06 Monthly reporting, analysis, and communication to team
  19. 19. Marketing Measurement Step Three Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06
  20. 20. Page Performance & Goal Tracking Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en
  21. 21. Google Search Console: Search Analytics Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en
  22. 22. Buzzsumo: Inbound Link Performance Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06
  23. 23. Twitter: List Performance Review Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06
  24. 24. Marketo: Prospect Performance Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06 Marketo Web Page Activity Report: https://docs.marketo.com/display/public/DOCS/Web+Page+Activity+Report
  25. 25. Communication Between Teams! Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/bmug-june06
  26. 26. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Presentation: http://komarketing.com/bmug-june06 Thank You!
  27. 27. Derek Edmond Managing Partner • @DerekEdmond @KoMarketing – Online Marketing Search • Social • Content Boston, MA Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content
  28. 28. 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
  29. 29. Derek Edmond • Managing Partner • @DerekEdmond @KoMarketing Search • Social • Content Who We’ve Worked With

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