Download pptx - Uncover Content Marketing Opportunities Right In Front of You

Derek Edmond • Managing Partner • @DerekEdmond

Uncover Content Marketing

Opportunities Right in Front of You

http://twitter.com/derekedmond

https://plus.google.com/106264952945087662070/posts

http://www.linkedin.com/in/dedmond29

Derek Edmond

Managing Partner • @DerekEdmond

KoMarketing Associates

B2B Search Marketing Company

Boston, MA





Leave with real, actionable ideas to execute content marketing initiatives today.

Goal





How do Marketers generate business?





What’s Happening in SEO?

• Penguin & Panda updates

• Huge penalties

• More natural link building & better content





What’s Happening in Content Marketing?





What’s Happening in Content Marketing?





LogMyCalls.com Example






OMG








Be Your AudienceIdea # 1: Tell a better story in your company section


Prospects want to know more about the companies they are about to work with and buy from




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:


http://www.thumbtack.com/about




Example #2:


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

http://37signals.com/about




Moz showcases key company information, a company timeline, and gives visitors insight into their team and core company values

Example #3:


http://moz.com/about





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/





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.

http://www.seomoz.org/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google




Tactics Tactics to Try


• Company Stories

• Company History

• Timelines

• Team Highlights

• Google Authorship

• Google+




Be Your AudienceIdea # 2: Give old content a facelift





The Original “John Deere Dealer Locator” (In Approx 2005)

Example: John Deere Dealer Locator















Example: B2B SEO Landing Pages

Derek Edmond • Managing Partner • @DerekEdmond22

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






• Sales Presentations

• Marketing Collateral

• Sales Interviews

• Third Party Bylines

• Blog Posts

• Customer Service




Be Your AudienceIdea # 3: There’s opportunity in those traffic reports






Example #1: Keyword Referral Reports

Keywords + Conversion Rates = Content Ideas




Example #2: Webmaster Inbound Link Reports


Why Do They Link?




Example #3: Third Party Referral Reports


Replicate Content Found Through High Converting Referral Sources




Be Your Audience

They Know You

TheyLike You

The Bar is Low

Idea # 4: Consider asking your customers…


If you want your customers to do the work for you, give them a reason.




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





PopSurvey got their customers talking by sending them a handwritten note with a Starbucks gift card….from the CEO!

Example #2: PopSurvey





MailChimp does great things to get their customers talking:

• Cool schwag • Sense of humor• Great customer service

Example #3: MailChimp





Identify customers with social influence

Identify customers likely

to share

Identify customers you already have a

relationship with

Key: Don’t Be Random


You can’t force people to share but you can help your chances.




Locate the Right Customers

There are several tools out there that can help you locate the right customers.

• FollowerWonk• Klout• Topsy• Contaxio







• Handwritten Notes

• Dinners / Lunches

• Gift Cards

• Customer Press

• Reviews / Ratings

• Candy




Derek Edmond • Managing Partner KoMarketing Associates • @DerekEdmond

Thank You!

Who has questions?

Cover Slide Photo Source: http://icanhas.cheezburger.com/


