CONTENT MARKETING CASE STUDY

FEATURED CLIENT

Kennedy Speech Communications

THE CLIENTFounded by experienced speech coach, Cliff Kennedy, Kennedy Speech

Communications (KSC) provides speech coaching and presentation skills training

for a variety of circumstances. Advising executives, sales teams, entrepreneurs,

technical speakers, cross-cultural speakers, and communication professionals,

KSC equips clients with the skills to inspire and motivate audiences.

Client Summary:

• Industry: Consulting

• Number of Employees: 1

• Locations: San Diego, CA and Chicago, IL

• Established: June 2013

THE CAMPAIGNKennedy Speech Communications underwent a

complete rebrand, logo design and a new website

launch mid-2013 with the assistance of Bop Design.

In early 2015, KSC was looking to increase exposure,

drive more website traffic, and garner new client leads

so Bop Design recommended and created a content

marketing strategy to accomplish these goals.

In order to reach their target audience of meeting

planners, c-level executives, and senior marketing

professionals, Bop Design recommended a holistic

content marketing strategy with the following tactics:

• Monthly blogging

• Content offer creation

• Social media advertising and promotion

• Email newsletters

• Guest blogging outreach campaigns

Blog

Ad Retargeting

Article Distribution

PremiumContent

Offer

PressReleases

SocialMedia

Content

OptimizeContent

SEO

EmailNewsletter

Infographics

SocialSponsored

Updates

Podcasts

Video

Webinars

PremiumLink

Building

GuestBlogging

THE RESULTSBetween March 1, 2015 and August 31, 2015, Kennedy

Speech Communications has seen the following results

from their content marketing efforts:

Website and SEO

• 40.68% increase in sessions

(Jun – Aug 2015 vs Mar 1 – May 31)

• 46.95% increase in pageviews

(Jun – Aug 2015 vs Mar 1 – May 31)

• Average pages per session = 1.51

• 93.43% of visitors to website are new visits

• Keyword ranking:*

rr Speech communication strategies: 2

rr Speech communication process = 6

rr Speech coaching = 17

rr Executive speech coach = 19

rr Speech coach = 20

rr Executive speaking coach = 34

*Branded key terms like ‘kennedy speech’ aren’t tracked as the

strategy is designed to attract new traffic and leads to the website.

SERVICESSPEECH COACHING: Become a more skilled, confident and effective public speaker. u

WORKSHOPS: Presentation skills development and coaching for small and large groups. u

SPECIAL EVENTS & OPPORTUNITIES: When the stakes are high and your speakers must perform at their very best. u

PERSPECTIVES & INSIGHTS: A keynote, seminar or breakout session based on the lessons we learned creating audience-connecting experiences for the past 30 years. u

SPEECH STRATEGY COMMUNICATIONS: Use public speaking to build your brand and engage customers and employees. u

WHITE PAPER

5 STEPS TO IMPROVED PERFORMANCE

FREE GUIDE: 5 Steps To Improved PerformanceGreat speakers are made, not born. Step up your game with Kennedy Speech Communications’ proven 5-step process for delivering more effective speeches and presentations.

DOWNLOAD

ABOUTKennedy Speech Communications helps you create the audience-centered experiences that are at the core of all great speeches and presentations. We guide you in using ideas to inspire and words to clarify and motivate. And, we provide the support you need to execute under pressure and perform at your highest level.

We provide speech coaching and presentation skills training for:

•C-suite, senior and rising executives

•Sales teams

•Technical, legal and scientific speakers

•Entrepreneurs

•Cross-cultural/ESL speakers

•Communication professionals

LEARN MORE

THE DISCUSSION

Urreped maioat libus sunt volum lab in restis molo maximi READ MORE

Ur reped maioat libus sunt volum lab in restis molo maximi READ MORE

Ur reped maioat libus sunt volum lab in restis molo maximi READ MORE

Ur reped maioat libus sunt volum lab in restis molo maximi READ MORE

Ur reped maioat libus sunt volum lab in restis molo maximi READ MORE

ABOUT US OUR SERVICES OUR WORK WHO WE WORK WITH NEWS & RESOURCES CONTACT US

COMPLIMENTARY EVALUATIONInvite Kennedy Speech Communications to a local event or share a video recording of a recent speech or presentation and we’ll provide feedback on what was done right and what can be done to improve performance and obtain better results.

Contact us for additional details.

(773) 248-7000cliff@kennedyspeech.com

© 2013 Kennedy Speech Communications. All Rights Reserved | Privacy Statement SIGN UP FOR OUR NEWSLETTER SUBMIT

GIVE A GREAT SPEECH

Break through your personal barriers and take your public speaking performance to the next level. Find your purpose. Clarify your vision. Ignite your passion. Give a great speech today.

PurposefullyConfidentlySkillfullyEloquently

SPEAK

KSC Blog

• 24.64% of KSC visitors enter through a blog post

• KSC Blog average time on page = 1:05

Content Offers

• Total content offers: 4

• Premium content offers (e.g.

downloadable tip sheets and

guides) attract an average 40

new downloads each monthWHITE PAPER

5 STEPS TO IMPROVED PERFORMANCEEXECUTIVE SPEAKING TIPS FOR ALL OCCASIONSTips and techniques for delivering internal, external, and public speeches that produce results.

WHITE PAPER

THE FOUNDATIONS OF A SUCCESSFUL SPEECHYour guide to creating and delivering more engaging and effective speeches.

WHITE PAPER

A NEW PERSPECTIVE ON PUBLIC SPEAKINGInsights to help you improve your performance and maximize every speaking opportunity.

WHITE PAPER

Guest Blogging Outreach CampaignThree premium guest blog placements were

secured on industry websites that cater to a

target audience, provide relevant backlinks to

enhance overall backlink profile and create

continuous traffic from ideal prospects:

• PCMA Convene

• Meetings & Conventions

• Event Planners Association

LinkedIn Social Media AdvertisingOver the course of the content marketing plan,

Bop Design utilized both LinkedIn Sponsored

Updates and Text Ads to drive traffic and

target ideal prospects.

LinkedIn Sponsored Updates promoted new

and existing premium content offers to drive

relevant traffic to the website. KSC has seen

the following results for the 6 Sponsored

Updates targeting a select audience run from

March 2015 through October 2015:

• Impressions = 14,860

• Clicks = 64

• Social actions = 13

• Average cost per click = $4.21

During the same time period, KSC saw the

following results for 5 LinkedIn Text Ads

targeting executives, meeting planners, and

senior level marketers and trainers:

• Impressions = 709,084 (18% of target

audience)

• Clicks = 70

• Average cost per click = $4.69

Email Newsletter• Average open rate = 36.8% (industry average = 17.6%)

• Average clicks = 3.28% (industry average = 2.9%)

ABOUT BOP DESIGN Bop Design understands that in order to grow your business, a holistic approach is required.

Compelling design, content marketing, SEO (search engine optimization), SEM (search

engine marketing) and social media are all valuable lead generation tools, but they need to

be combined into a highly focused, cohesive strategy that targets your desired market.

We believe that every business, regardless of its size, deserves cost-effective design and

comprehensive marketing solutions. We work primarily with business services firms—

usually ones with fewer than 100 employees—that are serious about growing.

CONNECT WITH BOP

START YOUR CONTENT MARKETING PROJECT TODAY!

888.670.7803 | info@bopdesign.com | www.BopDesign.com