The Connected Marketer was an open-community site designed to position Genius.com as a thought leader within the Marketing Automation space for B2B marketers. Prior to my involvement, Genius was focused on traditional communication tactics that were not yielding results or traction within the social media space.
My Role:
As Inbound & Social Marketing Manager at Genius.com, I was the primary content creator for the blog and other social mediums such as video, presentations, and byline content on other industry blogs. My primary responsibilities included:
- Development and implementation of 2010 Inbound Marketing Strategy
- Managing Editor of the Connected Marketer blog
- Development and management of yearly editorial calendar
- Content strategist for the blog and social media channels
- Relationship building with industry leaders & media
- Responsible for all web-producing of site, functionality (features) and SEO (site re-design)
- Fostered relationships with prospects, customers and partners through content and consistent engagement via social media
Results
The primary goal was to build awareness, create substantial thought leadership content, and drive traffic and engagement through social media and content creation on the site. A big focus was also put on SEO and keyword-focused content and strategies to increase search rankings.
- Increased blog traffic 500% (from 2,000 to 11,000) in 4 months
- Increased “social reach” from an average 1,300 to 500,000 weekly impressions via social outlets
- Increased brand mentions & sharing by 20x
- Tripled commentary on blog and increased traffic from inbound links & referring domains by 6x
- Gained industry recognition as a thought leader with in the space
- Built valuable blogger and media relationships
- Increased visibility (through SEO) – moved from position #14 on second page to #6 on first page of SERPS (search engine results pages) for targeted keywords
- Two BMA Awards (June 2010) Awards of Excellence for Best Corporate Blog & Integrated Marketing / Communications Strategy (which incorporated social elements into Genius’s complete presence)
- Received two industry blog accreditations (Junta 42 & AdAge Power 150)
Popular Posts
As a primary content contributor I had the opportunity to discuss a range of topics. Some of my most popular were on topics such as content strategy, content mapping and lead nurturing. Here are a few great examples of the thought leadership content I created for the site.