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Derek Edmond • Managing Partner • @DerekEdmond
Uncover Content Marketing
Opportunities Right in Front of You
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Derek Edmond
Managing Partner • @DerekEdmond
KoMarketing Associates
B2B Search Marketing Company
Boston, MA
Derek Edmond • Managing Partner • @DerekEdmond
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Leave with real, actionable ideas to execute content marketing initiatives today.
Goal
Derek Edmond • Managing Partner • @DerekEdmond
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How do Marketers generate business?
Derek Edmond • Managing Partner • @DerekEdmond
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What’s Happening in SEO?
• Penguin & Panda updates
• Huge penalties
• More natural link building & better content
Derek Edmond • Managing Partner • @DerekEdmond
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What’s Happening in Content Marketing?
Derek Edmond • Managing Partner • @DerekEdmond
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What’s Happening in Content Marketing?
Derek Edmond • Managing Partner • @DerekEdmond
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LogMyCalls.com Example
Derek Edmond • Managing Partner • @DerekEdmond
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Derek Edmond • Managing Partner • @DerekEdmond
OMG
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Derek Edmond • Managing Partner • @DerekEdmond
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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
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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
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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
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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
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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/
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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.
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Tactics Tactics to Try
Derek Edmond • Managing Partner • @DerekEdmond
• Company Stories
• Company History
• Timelines
• Team Highlights
• Google Authorship
• Google+
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Be Your AudienceIdea # 2: Give old content a facelift
Derek Edmond • Managing Partner • @DerekEdmond
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The Original “John Deere Dealer Locator” (In Approx 2005)
Example: John Deere Dealer Locator
Derek Edmond • Managing Partner • @DerekEdmond
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Example: John Deere Dealer Locator
Derek Edmond • Managing Partner • @DerekEdmond
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Example: John Deere Dealer Locator
Derek Edmond • Managing Partner • @DerekEdmond
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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
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Tactics Tactics to Try
Derek Edmond • Managing Partner • @DerekEdmond
• Sales Presentations
• Marketing Collateral
• Sales Interviews
• Third Party Bylines
• Blog Posts
• Customer Service
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Be Your AudienceIdea # 3: There’s opportunity in those traffic reports
Derek Edmond • Managing Partner • @DerekEdmond
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Derek Edmond • Managing Partner • @DerekEdmond
Example #1: Keyword Referral Reports
Keywords + Conversion Rates = Content Ideas
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Example #2: Webmaster Inbound Link Reports
Derek Edmond • Managing Partner • @DerekEdmond
Why Do They Link?
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Example #3: Third Party Referral Reports
Derek Edmond • Managing Partner • @DerekEdmond
Replicate Content Found Through High Converting Referral Sources
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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.
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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
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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
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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
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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.
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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
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Tactics Tactics to Try
Derek Edmond • Managing Partner • @DerekEdmond
• Handwritten Notes
• Dinners / Lunches
• Gift Cards
• Customer Press
• Reviews / Ratings
• Candy
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Derek Edmond • Managing Partner KoMarketing Associates • @DerekEdmond
Thank You!
Who has questions?
Cover Slide Photo Source: http://icanhas.cheezburger.com/