A B2B SEO Content Marketing Case Study

Derek Edmond • Managing Partner • @DerekEdmond

@KoMarketing Search • Social • Content

A SEO Content Marketing

Case Study

– We are active participants in a range of industry organizations & affiliations

– We contribute to a range of leading publications and industry events



Key Presentation Objectives



How To Prepare / Research

Daily / Weekly / Monthly Planning

Content Marketing Measurement

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/

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



• 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 perspective

Moz Keyword Explorer: https://moz.com/explorer/keyword/

Content Analysis



Moz Keyword Explorer: https://moz.com/explorer/keyword/

Content Analysis



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

Content Analysis



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

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 –

“content marketing

development” and

related terms

• Social Sharing & Link

Building Opportunity

Results:

• 105 social shares

• 6 different domains

linking to post




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:


• Brand Awareness


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





Visitor Traffic

Across All

Channels

Leads (Contact

Forms) From All

Channels

Annual Average

Value of Quoted

Work

Evaluating growth over a 2 year timeframe

SEO & Content Marketing Results




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!



What’s Next? SEO / Content Marketing



• Lead Generation



Media Buzz

Social Media

Network

Development

Blog Posts & News

Lead Nurturing Assets Video


KoMarketing • @KoMarketing

Presentation: https://komarketing.com/smxadvanced2017

Thank You!

Derek Edmond

Managing Partner • @DerekEdmond

@KoMarketing – Online Marketing

Search • Social • Content

Boston, MA



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