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Derek Edmond • Managing Partner • @DerekEdmond
Uncover Content
Marketing
Opportunities Right in
Front of You
Derek Edmond
Managing Partner • @DerekEdmond
KoMarketing Associates
B2B Search Marketing Company
Boston, MA
Derek Edmond •...
Leave with real,
actionable ideas to
execute content
marketing initiatives
today.
Goal
Derek Edmond • Managing Partner • @...
How do Marketers generate business?
Derek Edmond • Managing Partner • @DerekEdmond
What’s Happening in SEO?
• Penguin & Panda updates
• Huge penalties
• More natural link building &
better content
Derek Ed...
What’s Happening in Content Marketing?
Derek Edmond • Managing Partner • @DerekEdmond
What’s Happening in Content Marketing?
Derek Edmond • Managing Partner • @DerekEdmond
LogMyCalls.com Example
Derek Edmond • Managing Partner • @DerekEdmond
Derek Edmond • Managing Partner • @DerekEdmond
OMG
Derek Edmond • Managing Partner • @DerekEdmond
Be Your AudienceIdea # 1: Tell a better story in your company section
Derek Edmond • Managing Partner • @DerekEdmond
Prosp...
Thumbtack – Scroll down the
screen to learn more “About”
information, “Why” use this
service, and end up at a
concise set ...
Example #2:
Derek Edmond • Managing Partner • @DerekEdmond
37 Signals pulls you down
right into their key product
offering...
Moz showcases key
company
information, a
company timeline,
and gives visitors
insight into their
team and core
company val...
Derek Edmond • Managing Partner • @DerekEdmond
Set Up Google Authorship
Google Authorship
Authorship Help:
• https://suppo...
Derek Edmond • Managing Partner • @DerekEdmond
What is Author Rank?
Image courtesy of SEOMoz
Google Authorship & Author Ra...
Tactics
Tactics to Try
Derek Edmond • Managing Partner • @DerekEdmond
• Company Stories
• Company History
• Timelines
• Te...
Be Your AudienceIdea # 2: Give old content a facelift
Derek Edmond • Managing Partner • @DerekEdmond
The Original
“John Deere
Dealer Locator”
(In Approx 2005)
Example: John Deere Dealer Locator
Derek Edmond • Managing Partn...
Example: John Deere Dealer Locator
Derek Edmond • Managing Partner • @DerekEdmond
Example: John Deere Dealer Locator
Derek Edmond • Managing Partner • @DerekEdmond
Example: B2B SEO Landing Pages
Derek Edmond • Managing Partner • @DerekEdmond
22
Unlock Key
White Papers
and Research
Repo...
Tactics
Tactics to Try
Derek Edmond • Managing Partner • @DerekEdmond
• Sales Presentations
• Marketing Collateral
• Sales...
Be Your AudienceIdea # 3: There’s opportunity in those traffic reports
Derek Edmond • Managing Partner • @DerekEdmond
Derek Edmond • Managing Partner • @DerekEdmond
Example #1: Keyword Referral Reports
Keywords +
Conversion
Rates =
Content ...
Example #2: Webmaster Inbound Link Reports
Derek Edmond • Managing Partner • @DerekEdmond
Why Do They Link?
Example #3: Third Party Referral Reports
Derek Edmond • Managing Partner • @DerekEdmond
Replicate
Content Found
Through Hi...
Be Your Audience
They
Know
You
They
Like You
The Bar
is Low
Idea # 4: Consider asking your customers…
Derek Edmond • Manag...
The 37Signals site has a
happy customers page
featuring actual customers.
The site keeps a happiness
report based on the l...
PopSurvey got their
customers talking by sending
them a handwritten note with
a Starbucks gift card….from
the CEO!
Example...
MailChimp does great things
to get their customers talking:
• Cool schwag
• Sense of humor
• Great customer service
Exampl...
Identify
customers with
social influence
Identify
customers likely
to share
Identify
customers you
already have a
relation...
Locate the Right Customers
There are several tools out
there that can help you locate
the right customers.
• FollowerWonk
...
Tactics
Tactics to Try
Derek Edmond • Managing Partner • @DerekEdmond
• Handwritten Notes
• Dinners / Lunches
• Gift Cards...
Derek Edmond • Managing Partner
KoMarketing Associates • @DerekEdmond
Thank You!
Who has questions?
Cover Slide Photo Sour...
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Uncover Content Marketing Opportunities Right In Front of You

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Published on

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

Published in: Business, Technology
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Uncover Content Marketing Opportunities Right In Front of You

  1. 1. Derek Edmond • Managing Partner • @DerekEdmond Uncover Content Marketing Opportunities Right in Front of You
  2. 2. Derek Edmond Managing Partner • @DerekEdmond KoMarketing Associates B2B Search Marketing Company Boston, MA Derek Edmond • Managing Partner • @DerekEdmond
  3. 3. Leave with real, actionable ideas to execute content marketing initiatives today. Goal Derek Edmond • Managing Partner • @DerekEdmond
  4. 4. How do Marketers generate business? Derek Edmond • Managing Partner • @DerekEdmond
  5. 5. What’s Happening in SEO? • Penguin & Panda updates • Huge penalties • More natural link building & better content Derek Edmond • Managing Partner • @DerekEdmond
  6. 6. What’s Happening in Content Marketing? Derek Edmond • Managing Partner • @DerekEdmond
  7. 7. What’s Happening in Content Marketing? Derek Edmond • Managing Partner • @DerekEdmond
  8. 8. LogMyCalls.com Example Derek Edmond • Managing Partner • @DerekEdmond
  9. 9. Derek Edmond • Managing Partner • @DerekEdmond OMG
  10. 10. Derek Edmond • Managing Partner • @DerekEdmond
  11. 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. 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. 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. 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. 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. 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. 17. Tactics Tactics to Try Derek Edmond • Managing Partner • @DerekEdmond • Company Stories • Company History • Timelines • Team Highlights • Google Authorship • Google+
  18. 18. Be Your AudienceIdea # 2: Give old content a facelift Derek Edmond • Managing Partner • @DerekEdmond
  19. 19. The Original “John Deere Dealer Locator” (In Approx 2005) Example: John Deere Dealer Locator Derek Edmond • Managing Partner • @DerekEdmond
  20. 20. Example: John Deere Dealer Locator Derek Edmond • Managing Partner • @DerekEdmond
  21. 21. Example: John Deere Dealer Locator Derek Edmond • Managing Partner • @DerekEdmond
  22. 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. 23. Tactics Tactics to Try Derek Edmond • Managing Partner • @DerekEdmond • Sales Presentations • Marketing Collateral • Sales Interviews • Third Party Bylines • Blog Posts • Customer Service
  24. 24. Be Your AudienceIdea # 3: There’s opportunity in those traffic reports Derek Edmond • Managing Partner • @DerekEdmond
  25. 25. Derek Edmond • Managing Partner • @DerekEdmond Example #1: Keyword Referral Reports Keywords + Conversion Rates = Content Ideas
  26. 26. Example #2: Webmaster Inbound Link Reports Derek Edmond • Managing Partner • @DerekEdmond Why Do They Link?
  27. 27. Example #3: Third Party Referral Reports Derek Edmond • Managing Partner • @DerekEdmond Replicate Content Found Through High Converting Referral Sources
  28. 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. 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. 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. 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. 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. 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. 34. Tactics Tactics to Try Derek Edmond • Managing Partner • @DerekEdmond • Handwritten Notes • Dinners / Lunches • Gift Cards • Customer Press • Reviews / Ratings • Candy
  35. 35. Derek Edmond • Managing Partner KoMarketing Associates • @DerekEdmond Thank You! Who has questions? Cover Slide Photo Source: http://icanhas.cheezburger.com/

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