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A Content Marketing Case Study: Boston Marketo User Group Presentation
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
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
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
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
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