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.
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.
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.
Preparation & Research
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06

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.
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.
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.
Additional Third Party Tools
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06

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.
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.
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.
Content Analysis
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06
Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/

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.
Content Marketing Execution
Step Two
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06

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.
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.
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.
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.
Marketing Measurement
Step Three
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06

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.
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.
Buzzsumo: Inbound Link Performance
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06

23.
Twitter: List Performance Review
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06

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.
Communication Between Teams!
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/bmug-june06

26.
Derek Edmond • Managing Partner • @DerekEdmond
KoMarketing • @KoMarketing
Presentation: http://komarketing.com/bmug-june06
Thank You!

27.
Derek Edmond
Managing Partner • @DerekEdmond
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content

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.
Derek Edmond • Managing Partner • @DerekEdmond
@KoMarketing Search • Social • Content
Who We’ve Worked With