Analytics Akademi tarafından 13.’sü düzenlenen eOfis Analytics Meetup SEO etkinliğinde, konuşmacılarımızdan SEMrush’ta Corporate Speaker olarak çalışan Alina Iordache, “Strategies to Optimize Content and Social Media for SME’s” konusunu ele aldı.

1. copyright 2017 SEMrush
%100 Uygulamalı Temel Seviye SEO Workshop
http://bit.ly/Temel-SEO20

2. copyright 2017 SEMrush
%100 Uygulamalı İleri Seviye SEO Workshop
http://bit.ly/İleri-SEO20

3. copyright 2017 SEMrush
Yaklaşan Eğitimlerimiz
9 – 10 Haziran2 – 3 Haziran 30 Haziran – 1 Temmuz 7 - 8 Temmuz

4. copyright 2017 SEMrush
Meetup’a Özel İndirim
Tüm Sınıf Eğitimlerinde %20
İndirim
Kupon Kodu : ‘meetup20’

5. @AlinaOIordache
Alina Iordache
The invisible key to Content Success

6. 6
Challange 1: Absence of content Culture
Challange 3: Get organised
Agenda
The importance of Content Marketing
@AlinaOIordache
Challenge 2: Checkbox Mindset
About SEMrush

7. @AlinaOIordache copyright 2018 SEMrush
• SEMrush- Marketing Toolkit for all digital marketing professionals
• Awarded as Best SEO Software Suite in 2017
AboutSEMrush

8. Statistics
3
4 offices 500+ employees 9 years
140 regional databases 2,000,000+ users

9. 4
Geographicalpresence
Customers
in 150 countries

10. SEMrushClients
6

11. TheResult
8
Strategical Level
•Drives greater ROI
•Ensure accurate forecasts
•Optimise budget spending
•Embrace the growing expectations of
customers
•Build lasting relationships
Functional Level
•Total transparency
•Maximum efficiency
•Deep analysis
•Accumulated knowledge base
•Easy to use
•Broad and diverse functionality
SEMrush generates value for digital marketing teams by creating a
complete Business Marketing experience

12. Toolkit
8
• Keyword Magic Tool
• On Page SEO checker
• Site / Backlink Audit
• Position Tracking
• SEO content Template
•Link Building Tool
SEO
• Ads Builder
• Keyword Magic
• Advertising research
• Display Advertising
• PLA Research
PPC
• Position Tracking
• Keyword Gap
• Backlink Gap
• Traffic Analytics
• Advertising Research
• Social Media Trackerr
• Social Media Poster
• Marketing Calendar
•Brand Monitoring
Social Media
• Content Audit
• Topic Research
• SEO Content Template
• Marketing Calendar
• Brand Monitoring
Content
Competitors
Analysis

13. copyright 2018 SEMrush
2018mostimportantdigitalmarketing
objectives
Source: Digital Marketing plan

14. copyright 2018 SEMrush Source: Smart Insight
In2018
Contentmarketinghasthehighestimpactonyourbusiness
Source: Digital Marketing plan

15. copyright 2018 SEMrush
Wonderwhy?
Source: Startup content strategy

16. copyright 2018 SEMrush
Thecontentindustrywillbemorethandoublein2019!
Source: Express Writers

17. Contentmarketing-acomplementarystrategyto
almostanyotheronlinemarketingstrategy!
Source: Inc.com
@AlinaOIordache

18. Contentisthewinningdrive at allstagesofthebuyingprocess.
Source: Content Marketing Institute
@AlinaOIordache

19. Still
wonder
why?
@AlinaOIordache Source: giphy.com

20. It attracts new traffic.
It builds your reputation.
It encourages trust and faith in your brand.
It can influence conversions.
It can make you a separate stream of revenue:
whitepaper or eBook.
Source: Inc.com
Contentdoneright

21. @AlinaOIordache

22. copyright 2018 SEMrush@AlinaOIordache
Contentmarketingoverview 2017

23. In 2017 only 9% of marketers have developed a systematic
approach to producing, managing, and distributing content !
@AlinaOIordache

24. "70% of marketers lack a consistent or
integrated content strategy”Joe Pulizzi

25. copyright 2018 SEMrush
Thereare planningflaws
@AlinaOIordache Source: SEMrush The invisible Key to Content Succes
Its a challenge
to create a
target audience
content piece
It takes time
to create a
content plan

26. copyright 2018 SEMrush
Andcontentcreatorslacksthe…
@AlinaOIordache Source: SEMrush The invisible Key to Content Succes
Understanding the
target audience and
creating a balance
between creativity and
optimisation

27. copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes
Andwhenitcometopublishinganddistributing
Monitoring the
industry mentions
and analysing the
best performing
resources is a
challenge

28. Absence of
a content marketing
culture
Checkbox
mindset
Get organised
Overall,themainchallengesmarketersface.
@AlinaOIordache copyright 2018 SEMrush

29. Bottomline…

30. copyright 2018 SEMrush
How to solve it in 2018?

31. copyright 2018 SEMrush@AlinaOIordache
Challenge1:ContentMarketingCulture

32. Content marketing can transform your organization’s
results if you let it transform your culture
Source: Curata

33. 1.Align content with both customer needs and
business objectives.
Source: Content Marketing Institute
@AlinaOIordache

34. copyright 2018 SEMrush
Butwait..beforeanything!
Source: Giphy.com
@AlinaOIordache

35. copyright 2018 SEMrush Source: curata.com
Defineyourtargetaudience
andwhatdoyouwant
themtodowiththeinformationyouprovide?

36. copyright 2018 SEMrush
"Contentstrategiestypicallyfailbecausethey
haven’treallyunderstoodtheaudiencewellenough.
ToddWheatland,AuthorandSpeaker,GlobalStrategyatKingConten

37. copyright 2018 SEMrush
2.Getyourcontentgoalssetup!
•Customer acquisition?
•Web traffic growth?
•Conversion rates?
•Lead generation?
•Social media engagement?
Source: Marketing Insider Group
@AlinaOIordache

38. User
Behavior
Find user behavior
metrics using:
• Google Analytics
• CrazyEgg
• Chartbeat
@AlinaOIordache

39. Engagement
Find user engagement
metrics using:
• Social media platform analytics
• Hootsuite / Sprout Social
• Mention
@AlinaOIordache

40. SEO
Metrics
Find SEO metrics using:
• Google Analytics
• Google Webmaster Tools
• SEMrush
• Google Trends
@AlinaOIordache

41. Company
Revenue
Find company revenue:
• Track the number of returning users in
Google Analytics
• Check CRM for new leads / existing leads
• Conversion rate = Conversions / clicks
41
@AlinaOIordache

42. 3.Definecontentmarketingroles–includingaunifyingleader
Source: Content Marketing Institute
@AlinaOIordache

43. copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes
@AlinaOIordache
4.Definetheworkflowprocessincontentmarketing

44. 5.Develop guidance for creating key types of content
webinars,
case studies,
white papers,
videos,
research reports, newsletters,
blog posts,
infographics, presentations,
etc.
Source: Content Marketing Institute
@AlinaOIordache

45. copyright 2018 SEMrush
Challenge2: CheckboxMindset
@AlinaOIordache

46. •…creating social posts, ads,
images, podcasts, blog
posts…?
•…then putting it out there?
•…then you feel you are done?
Are your daily tasks based on..
Source: Briancartegroup
@AlinaOIordache

47. Ifyes,that’sacheckboxmentality-taskfocused.
Source: Briancartegroup
Source: giphy
@AlinaOIordache

48. •Measure the results of every piece of
content;
•Having clear metrics to look at;
•Thinking ahead on how to track results;
Optimisers are focused on the
results maximisation
Source: Briancartegroup
@AlinaOIordache

49. Think ahead using a platform that allows to split
and test multiple landing pages and create three
versions, identifying the outperforming one!
Create a landing page to collect emails
“Thank goodness we’re done with that…
check!”
Checkboxmindset
Optimizer
Source: Briancartegroup
@AlinaOIordache

50. Source: Briancartegroup
Getmoreideasandtestthemforfullmaximisation
@AlinaOIordache

51. copyright 2018 SEMrush
You need great quality content
that’s on-strategy ,incites action and it’s delivered
constantly!
Source: SEMrush The invisible Key to Content Succes

52. copyright 2018 SEMrush@AlinaOIordache

53. copyright 2018 SEMrush@AlinaOIordache

54. copyright 2018 SEMrush
JoshieTheGiraffe-ARemarkableStoryAboutCustomerDelightandBranding!
@AlinaOIordache

55. It ’s genuine and wow…
It’s spontaneous
It has the personal touch
It makes the customer feel
valued
It creates a 'talking point'
Source: social media today
Joshie-abrandinglesson
@AlinaOIordache@AlinaOIordache

56. copyright 2018 SEMrush
TheRituals:Theirbigwinistheircontent!
THEIR SECRET?
•Self inspiring quotes
•Consistent visual content
•They dont sell products
they sell experiences!
•Mindfulness ,holistic
beauty and an impactful
storytelling!
Source: SEMrush The invisible Key to Content Succes
@AlinaOIordache

57. @nomerelatore57
Self esteem Public self consciousness
Product involvement
Emotional brand
attachment
Is the brand keeping me
involved regarding their
products/services updates?
• Is the brand raising my self
esteem through their
products/services?
Is my consummation choice
reflecting a favourable public
image?
Source: Emotional Brand Attachment_ Marketing Strategies for Successful Generation- Katie Bilotti
Emotional Attachment -Model 1

58. 58
Emotional Attachment -Model 2
Source: The ties that binds
@AlinaOIordache

59. @nomerelatore59
ProductMoney Equity
Experience
Energy
Hallmark's Value Star system
Source: Hallmark emotional marketing
Emotional Attachment -Model 3

60. @AlinaOIordache
Experience: Is it pleasant to
interact with the company?
Equity: Does the company
share your values?
Energy: Does the company
respect your time?
Emotional Caring Index
Source: Hallmark emotional marketing

61. copyright 2018 SEMrush
Toolsyoucanuse tocreatenewcontent
Source: Answer the public@AlinaOIordache

62. copyright 2018 SEMrush
TopicResearchTool-SEMrush
@AlinaOIordache

63. copyright 2018 SEMrush
What you will get?
• Always new topics;
• Topics popularity estimation;
• Answers to users questions.
@AlinaOIordache

64. copyright 2018 SEMrush Source: Marketing Insider Group
For a strategic approach evaluate your
existing content!
@AlinaOIordache

65. copyright 2018 SEMrush
AuditContentTool-SEMrush
@AlinaOIordache

66. copyright 2018 SEMrush
• How well your content answers different types of
user queries ?
• How relevant a certain topic may be for your
target audience?
Whatwillyouget?
@AlinaOIordache

67. copyright 2018 SEMrush
Challenge3: Getorganised
@AlinaOIordache

68. Get organized, plan and track all your content into an editorial calendar
Source: curata.com

70. copyright 2018 SEMrush
Decidethecontentdistribution
Source: neilpatel
@AlinaOIordache

71. copyright 2018 SEMrush
Whentopublishyourcontent?
• The best day - Sunday
Source: 2017 Blogging report@AlinaOIordache
• The best time to publish -3 p.m. EST

72. Createand scheduleyourpoststobeuploaded
automatically
@AlinaOIordache

73. copyright 2018 SEMrush Source: curata.com
Trackingandreporting
@AlinaOIordache

74. “Our job is not to create content.
Our job is to change the world of the people who consume
it.”
Andrea Fryrear
@AlinaOIordache

75. Alina Iordache
Linkedin:alinaoanaiordache
Twitter: @AlinaOIordache
@AlinaOIordache