uncover content marketing opportunities right in front of you

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 • Managing Partner • @DerekEdmond

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

Goal

Derek Edmond • Managing Partner • @DerekEdmond

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 Edmond • Managing Partner • @DerekEdmond

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

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:

Derek Edmond • Managing Partner • @DerekEdmond

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

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

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/

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.

Tactics Tactics to Try

Derek Edmond • Managing Partner • @DerekEdmond

• Company Stories

• Company History

• Timelines

• Team Highlights

• Google Authorship

• Google+

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 Partner • @DerekEdmond

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 • @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

Tactics Tactics to Try

Derek Edmond • Managing Partner • @DerekEdmond

• Sales Presentations

• Marketing Collateral

• Sales Interviews

• Third Party Bylines

• Blog Posts

• Customer Service

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 Ideas

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 High Converting Referral Sources

Be Your Audience

They Know You

TheyLike 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.

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

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

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

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.

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

Tactics Tactics to Try

Derek Edmond • Managing Partner • @DerekEdmond

• 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/