b2b seo content marketing case study for smx west

Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smxwest2017

A SEO Content Marketing Case Study

SEO / Content Marketing Objectives & Tactics


• Lead Generation• Thought Leadership• Links and Social

Media Buzz On-Page Optimization + Strategic Content Assets

Social Media Network Development

Blog Posts & News


Visitor Traffic Across All Channels

Leads (Contact Forms) From All

Channels

Content Marketing Assets

To Create

SEO & Content Marketing Goals

Yearly growth & productivity goals

Preparation & Research


Preparation: The Editorial Calendar


Getting Organized:• 6 month view on blog

post publishing assignments (recommend quarterly at the least)


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

Ideas• How

To Uncover SEO Content Marketing Ideas With Google Search Analytics

• 4 Actionable Insights from Google Search Console Search Analytics Reports

http://searchengineland.com/uncover-seo-content-marketing-ideas-google-search-analytics-239925




https://komarketing.com/blog/actionable-insights-from-google-search-console-search-analytics-reports/

https://komarketing.com/blog/actionable-insights-from-google-search-console-search-analytics-reports/

Preparation: Twitter Lists


Target Audiences

• Third Party Publishers• Industry Influencers• Customers & Prospects

(Vendor & Organization)

About Twitter Lists: https://support.twitter.com/articles/76460

Additional Third Party Tools


Critical Questions


• What type of content works well based on search result-specific keyword analysis?

• What type of content appears to acquire social shares and links via social networks?

• What individuals / organizations consistently share and distribute our content?

• How are users engaging with our content and website today?

SERP Analysis


Home Page

Article

Article

REF: How Search Result Analysis Leads To A Better SEO Program

http://searchengineland.com/search-result-analysis-leads-better-seo-program-220205

Content Analysis

Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smx2017

• All 10 results in first page of search results consist of articles typically listing examples

– 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 perspectiveMoz Keyword Explorer: https://moz.com/explorer/keyword/

Content Analysis


Buzzsumo Content Insights: http://buzzsumo.com/solutions/content-insights/

Content Analysis


Buzzsumo Social Media Insights: http://buzzsumo.com/solutions/content-discovery/

Content Marketing Execution

Step Two


Start of Every Month (End of Last)


Communication on key topics based on keywords, social media, and historical success metrics

Every Day


TweetDeck: https://support.twitter.com/articles/20169620

Daily monitoring of Twitter lists and scheduling communication and outreach (via HootSuite and TweetDeck)

Every Week


Distribution of content marketing assets on site, via social media, and through internal communication

End of Every Month (Beginning of Next)


Monthly reporting, analysis, and communication to team

Content Marketing Examples


Objectives:• Keyword Visibility –

“B2B content marketing strategy” and related terms

• Social Sharing & Link Building Opportunity

Results:• 100+ Links from 3rd

Party Websites• 1st Page Keyword

Visibility – “B2B content marketing strategy”



Objectives:• Social Media Sharing

& Visibility• Link Acquisition

Results:• 300+ Shares Across

LinkedIn & Twitter • 55 Links from 3rd

Party Websites• 1st Page Keyword

Visibility – “B2B social media strategy”



Landing Page

Announcement + Press Release

Objectives:• Thought Leadership• Brand Awareness• Links and Social

Media Buzz• Traffic Development

& Lead Generation

Results:• Links from 180+

websites • 1,000+ downloads

over 12 month time period

• Support for over a dozen lead / sales discussions

Pre-Launch Posts

Marketing Measurement

Step Three


SEO & Content Marketing Results


Visitor Traffic Across All Channels

Leads (Contact Forms) From All

Channels

Annual Average Value of Quoted

Work

Evaluating growth over a 2 year timeframe



Inbound Links



Organic search engine traffic up 93% year over year (2015 versus 2014) and 110% year over year growth this past year; leads via organic up 38% year over year also

Site Performance & Goal Tracking


Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en

Page Performance & Goal Tracking


Setting Up Goals in Google Analytics: https://support.google.com/analytics/answer/1012040?hl=en

Google Search Console: Search Analytics


About Google Search Analytics: https://support.google.com/webmasters/answer/6155685?hl=en

Buzzsumo: Inbound Link Performance


Twitter: List Performance Review


Communication Between Teams!

Derek Edmond • Managing Partner • @DerekEdmondPresentation: https://komarketing.com/smx2017

What’s Next? SEO / Content Marketing


• Lead Generation• Thought Leadership• Links and Social

Media Buzz

Social Media Network Development

Blog Posts & News

Lead Nurturing Assets Video

Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Presentation: https://komarketing.com/smxwest2017

Thank You!

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing

Search • Social • Content

Boston, MA

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


Who We’ve Worked With