uncover content marketing opportunities right in front of you
DESCRIPTION
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 wellTRANSCRIPT
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/