B2B SEO Content Marketing Case Study for SMX West

Derek Edmond • Managing Partner • @DerekEdmond
Presentation: 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

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

Content Analysis
Presentation: 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 perspective
Moz 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:
• 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

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!
Presentation: https://komarketing.com/smx2017

What’s Next? SEO / Content Marketing
• Lead Generation
Media Buzz
Social Media
Network
Development
Blog Posts & News
Lead Nurturing Assets Video

KoMarketing • @KoMarketing
Thank You!

Derek Edmond
Managing Partner • @DerekEdmond
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA
@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

B2B SEO Content Marketing Case Study for SMX West

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B2B SEO Content Marketing Case Study for SMX West