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SEMrush
The meaning of content strategy and
how to build one
copyright 2017 SEMrush
copyright 2018 SEMrush@Fernando1Angulo
Challenge1: AbsenceofContentMarketingCulture
In 2017 only 9% of marketers have developed a systematic
approach to producing, managing, and distributing content !
copyright 2018 SEMrush
Thereare planningflaws
@Fernando1Angulo Source: SEMrush The invisible Key to Content Succes
Its a c...
copyright 2018 SEMrush
Andcontentcreatorslacksthe…
@Fernando1Angulo Source: SEMrush The invisible Key to Content Succes
Un...
copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes
Andwhenitcometopublishinganddistributing
Monito...
copyright 2018 SEMrush Source: curata.com
copyright 2018 SEMrush
copyright 2018 SEMrush
copyright 2018 SEMrush
copyright 2018 SEMrush
copyright 2018 SEMrush
copyright 2018 SEMrush
copyright 2018 SEMrush
copyright 2018 SEMrush
copyright 2018 SEMrush
"Content strategies typically fail because they
haven’t really understood
the audience well enough¨...
copyright 2018 SEMrush
How to solve it?
copyright 2018 SEMrush
Matchyouraudiencewithyourcontent
andmakeiteasytoreach
Source: curata.com
copyright 2017 SEMrush Source: curata.com
DEFINE CAREFULLY YOUR USER PERSONA AND
BUYER PERSONAS
copyright 2017 SEMrush
Crea campañas de anuncios en base a tu competencia y ponles emociones
DO YOU KNOW WHAT PEOPLE ARE A...
copyright 2017 SEMrush
Crea campañas de anuncios en base a tu competencia y ponles emociones
ANSWER THE PUBLIC
copyright 2017 SEMrush Source: curata.com
copyright 2017 SEMrush Source: curata.com
Defineyourtargetaudience
andwhatdoyouwant
themtodowiththeinformationyouprovide?
Topic research tool-mind map
copyright 2018 SEMrush@Fernando1Angulo
Challenge2: CheckboxMindset
Today’s tasks
1. CREATE NEW BLOG POST
2. WRITE BLOG POST
3. PUBLISH BLOG POST
@Fernando1Angulo
copyright 2018 SEMrush
People care about their own problems much
more than they care about your products.Source: SEMrush T...
copyright 2018 SEMrush
You need great quality content
that’s on-strategy, incites action and it’s delivered
constantly!
So...
copyright 2018 SEMrush
How to solve it?
copyright 2018 SEMrush
Getyourcontentgoalssetup!
•User behaviour?
•Engagement?
•Conversion rates?
•Lead generation?
•Socia...
09:00
pm
May 26th 2013
STURDAY
@ASHLEYMADHATTER
@Fernando1Angulo
34
User
Behavior
Find user behavior
metrics using:
• Google Analytics
• CrazyEgg
• Chartbeat
09:00
pm
May 26th 2013
STURDAY
@ASHLEYMADHATTER
@Fernando1Angulo
Engagement
Find user engagement
metrics using:
• Social media platform analytics
• Hootsuite / Sprout Soc...
09:00
pm
May 26th 2013
STURDAY
@ASHLEYMADHATTER
@Fernando1Angulo
SEO
Metrics
Find SEO metrics using:
• Google Analytics
• Google Webmaster Tools
• SEMrush
• Google Trends...
39
Content Marketing
Institute
B2B marketers report sales lead quality
as their #1 most important metric
for measuring con...
09:00
pm
May 26th 2013
STURDAY
@ASHLEYMADHATTER
@Fernando1Angulo
Company
Revenue
Find company revenue:
• Track the number of returning users in
Google Analytics
• Check C...
@FernandoAngulo
Define Your
Key Metrics
Website traffic is a metric, but it may
not be the most important metric for
each ...
copyright 2018 SEMrush
2018mostimportantdigitalmarketing
objectives
Source: Digital Marketing plan
@Fernando1Angulo
copyright 2018 SEMrush Source: Smart Insight
Tacticsin2018
Contentmarketingisdefinetlythekey!
Source: Digital Marketing pl...
copyright 2018 SEMrush
Nowyoucanstartyourcontentmarketingplan!
copyright 2018 SEMrush Source: Marketing Insider Group
For a strategic approach first evaluate your
existing content!
copyright 2018 SEMrush
PlagiarismChecker
@Fernando1Angulo
https://smallseotools.com/plagiarism-checker/
AuditContentTool-SEMrush
@Fernando1Angulo
Competitor’s Post Tracking
copyright 2018 SEMrush
Challenge3: Time
Do you have time for all your tasks?
Source: curata.com
Time to get organized: gather everything in your editorial calendar!
Source: curata.com
copyright 2018 SEMrush
Contentdistribution
Source: neilpatel
copyright 2018 SEMrush
Whentopublishyourcontent?
• The best day - Sunday
Source: 2017 Blogging report@Fernando1Angulo
• Th...
copyright 2017 SEMrush
How to solve it?
copyright 2017 SEMrush Source: Smart Insight
SEOWRITTINGASSISTANT-SEMRUSH
Source: Digital Marketing plan
@Fernando1Angulo
...
copyright 2017 SEMrush Source: Smart Insight
Makeitright!
Source: Digital Marketing plan
@Fernando1Angulo
copyright 2017 SEMrush Source: Smart Insight
TRYNLGTOOLS(NaturalLanguageGeneration)
Source: Digital Marketing plan
@Fernan...
copyright 2017 SEMrush
Transformsyourdataintoinsightfulnarrative
(Wordsmith)
@Fernando1Angulo
copyright 2018 SEMrush@Fernando1Angulo
Challenge4: PredictingtheFuture
61
SEMrush Survey
of content marketers surveyed
spend $2,501 to $5,000 monthly on
content marketing
@ASHLEYMADHATTER
Time Money
In-House
Costs
@ASHLEYMADHATTER
Annual Salaries
@Fernando1Angulo
Annual
Salaries
401k
health insurance
benefits
bonuses
pay increases
HR department
payroll
etc.
@Fernando1Angulo
Cost of
In-House
Tools
@ASHLEYMADHATTER
CONTENT CURATION TOOLS
SOCIAL MEDIA SHARING TOOLS
BRAND MONITORING TOOLS
Mention
WEBSITE / ANALYTICS TOOLS
@Fernando1Angul...
Agency Costs
@ASHLEYMADHATTER
@ASHLEYMADHATTER
ContentMarketingAgencyCosts
$1250-$2500
LOW
$2500 - $7500
MEDIUM
$10,000+
HIGH
69
Honigman Media
Freelancer
Costs
@ASHLEYMADHATTER
@ASHLEYMADHATTER
71
Honigman Media
Freelancer Content Marketer Costs
$35-$250
LOW
$250-$500
MEDIUM
$500-$3000
HIGH
Don’t forget
to add
your own time
@Fernando1Angulo
Freelancing costs usually
extend outside the original cost of
the freel...
Advertising
Costs
@ASHLEYMADHATTER
@ASHLEYMADHATTER
ContentMarketersAreSpendingonAverage$500to$5,000+toAdvertise
Content
74
@ASHLEYMADHATTER
75
76
@Fernando1Angulo
copyright 2018 SEMrush
Nearly80%oftheinternetusagewillbemobileby2018
Source: neilpatel
copyright 2018 SEMrush
Visualsstoriesandlivestreamingarethefuturein2018
copyright 2018 SEMrush
But before establishing the reporting
make sure you know what metrics are
important for your organi...
@Fernando1Angulo
THANK YOU!
The meaning of Digital Strategy and practical insights on how to build one - Fernando Angulo
The meaning of Digital Strategy and practical insights on how to build one - Fernando Angulo
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The meaning of Digital Strategy and practical insights on how to build one - Fernando Angulo, Semrush - at Semrush and Serpact MeetUp in Sofia, October 2018

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The meaning of Digital Strategy and practical insights on how to build one - Fernando Angulo

  1. 1. SEMrush The meaning of content strategy and how to build one
  2. 2. copyright 2017 SEMrush
  3. 3. copyright 2018 SEMrush@Fernando1Angulo Challenge1: AbsenceofContentMarketingCulture
  4. 4. In 2017 only 9% of marketers have developed a systematic approach to producing, managing, and distributing content !
  5. 5. copyright 2018 SEMrush Thereare planningflaws @Fernando1Angulo 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
  6. 6. copyright 2018 SEMrush Andcontentcreatorslacksthe… @Fernando1Angulo Source: SEMrush The invisible Key to Content Succes Understanding the target audience and creating a balance between creativity and optimisation
  7. 7. 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
  8. 8. copyright 2018 SEMrush Source: curata.com
  9. 9. copyright 2018 SEMrush
  10. 10. copyright 2018 SEMrush
  11. 11. copyright 2018 SEMrush
  12. 12. copyright 2018 SEMrush
  13. 13. copyright 2018 SEMrush
  14. 14. copyright 2018 SEMrush
  15. 15. copyright 2018 SEMrush
  16. 16. copyright 2018 SEMrush
  17. 17. copyright 2018 SEMrush "Content strategies typically fail because they haven’t really understood the audience well enough¨. Todd Wheatland, Author and Speaker, Global Strategy at King Content
  18. 18. copyright 2018 SEMrush How to solve it?
  19. 19. copyright 2018 SEMrush Matchyouraudiencewithyourcontent andmakeiteasytoreach Source: curata.com
  20. 20. copyright 2017 SEMrush Source: curata.com DEFINE CAREFULLY YOUR USER PERSONA AND BUYER PERSONAS
  21. 21. copyright 2017 SEMrush Crea campañas de anuncios en base a tu competencia y ponles emociones DO YOU KNOW WHAT PEOPLE ARE ASKING RELATED TO YOUR PRODUCTS, SERVICES, BRAND?
  22. 22. copyright 2017 SEMrush Crea campañas de anuncios en base a tu competencia y ponles emociones ANSWER THE PUBLIC
  23. 23. copyright 2017 SEMrush Source: curata.com
  24. 24. copyright 2017 SEMrush Source: curata.com Defineyourtargetaudience andwhatdoyouwant themtodowiththeinformationyouprovide?
  25. 25. Topic research tool-mind map
  26. 26. copyright 2018 SEMrush@Fernando1Angulo Challenge2: CheckboxMindset
  27. 27. Today’s tasks 1. CREATE NEW BLOG POST 2. WRITE BLOG POST 3. PUBLISH BLOG POST @Fernando1Angulo
  28. 28. copyright 2018 SEMrush People care about their own problems much more than they care about your products.Source: SEMrush The invisible Key to Content Succes
  29. 29. 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
  30. 30. copyright 2018 SEMrush How to solve it?
  31. 31. copyright 2018 SEMrush Getyourcontentgoalssetup! •User behaviour? •Engagement? •Conversion rates? •Lead generation? •Social media engagement? Source: Marketing Insider Group @Fernando1Angulo
  32. 32. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  33. 33. @Fernando1Angulo 34 User Behavior Find user behavior metrics using: • Google Analytics • CrazyEgg • Chartbeat
  34. 34. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  35. 35. @Fernando1Angulo Engagement Find user engagement metrics using: • Social media platform analytics • Hootsuite / Sprout Social • Mention 36
  36. 36. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  37. 37. @Fernando1Angulo SEO Metrics Find SEO metrics using: • Google Analytics • Google Webmaster Tools • SEMrush • Google Trends 38
  38. 38. 39 Content Marketing Institute B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. @Fernando1Angulo
  39. 39. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  40. 40. @Fernando1Angulo 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
  41. 41. @FernandoAngulo Define Your Key Metrics Website traffic is a metric, but it may not be the most important metric for each content type. Key metric for blog posts: Key metric for podcasts: 42
  42. 42. copyright 2018 SEMrush 2018mostimportantdigitalmarketing objectives Source: Digital Marketing plan @Fernando1Angulo
  43. 43. copyright 2018 SEMrush Source: Smart Insight Tacticsin2018 Contentmarketingisdefinetlythekey! Source: Digital Marketing plan @Fernando1Angulo
  44. 44. copyright 2018 SEMrush Nowyoucanstartyourcontentmarketingplan!
  45. 45. copyright 2018 SEMrush Source: Marketing Insider Group For a strategic approach first evaluate your existing content!
  46. 46. copyright 2018 SEMrush PlagiarismChecker @Fernando1Angulo https://smallseotools.com/plagiarism-checker/
  47. 47. AuditContentTool-SEMrush @Fernando1Angulo
  48. 48. Competitor’s Post Tracking
  49. 49. copyright 2018 SEMrush Challenge3: Time
  50. 50. Do you have time for all your tasks? Source: curata.com
  51. 51. Time to get organized: gather everything in your editorial calendar! Source: curata.com
  52. 52. copyright 2018 SEMrush Contentdistribution Source: neilpatel
  53. 53. copyright 2018 SEMrush Whentopublishyourcontent? • The best day - Sunday Source: 2017 Blogging report@Fernando1Angulo • The best time to publish -3 p.m. EST
  54. 54. copyright 2017 SEMrush How to solve it?
  55. 55. copyright 2017 SEMrush Source: Smart Insight SEOWRITTINGASSISTANT-SEMRUSH Source: Digital Marketing plan @Fernando1Angulo SEO WRITTING ASSISTANT – SEMRUSH CHROME PLUG_IN
  56. 56. copyright 2017 SEMrush Source: Smart Insight Makeitright! Source: Digital Marketing plan @Fernando1Angulo
  57. 57. copyright 2017 SEMrush Source: Smart Insight TRYNLGTOOLS(NaturalLanguageGeneration) Source: Digital Marketing plan @Fernando1Angulo
  58. 58. copyright 2017 SEMrush Transformsyourdataintoinsightfulnarrative (Wordsmith) @Fernando1Angulo
  59. 59. copyright 2018 SEMrush@Fernando1Angulo Challenge4: PredictingtheFuture
  60. 60. 61 SEMrush Survey of content marketers surveyed spend $2,501 to $5,000 monthly on content marketing @ASHLEYMADHATTER
  61. 61. Time Money
  62. 62. In-House Costs @ASHLEYMADHATTER
  63. 63. Annual Salaries @Fernando1Angulo
  64. 64. Annual Salaries 401k health insurance benefits bonuses pay increases HR department payroll etc. @Fernando1Angulo
  65. 65. Cost of In-House Tools @ASHLEYMADHATTER
  66. 66. CONTENT CURATION TOOLS SOCIAL MEDIA SHARING TOOLS BRAND MONITORING TOOLS Mention WEBSITE / ANALYTICS TOOLS @Fernando1Angulo 60$-1000$
  67. 67. Agency Costs @ASHLEYMADHATTER
  68. 68. @ASHLEYMADHATTER ContentMarketingAgencyCosts $1250-$2500 LOW $2500 - $7500 MEDIUM $10,000+ HIGH 69 Honigman Media
  69. 69. Freelancer Costs @ASHLEYMADHATTER
  70. 70. @ASHLEYMADHATTER 71 Honigman Media Freelancer Content Marketer Costs $35-$250 LOW $250-$500 MEDIUM $500-$3000 HIGH
  71. 71. Don’t forget to add your own time @Fernando1Angulo Freelancing costs usually extend outside the original cost of the freelancer: ✓ Management time ✓ Editing time ✓ Communication time 72
  72. 72. Advertising Costs @ASHLEYMADHATTER
  73. 73. @ASHLEYMADHATTER ContentMarketersAreSpendingonAverage$500to$5,000+toAdvertise Content 74
  74. 74. @ASHLEYMADHATTER 75
  75. 75. 76 @Fernando1Angulo
  76. 76. copyright 2018 SEMrush Nearly80%oftheinternetusagewillbemobileby2018 Source: neilpatel
  77. 77. copyright 2018 SEMrush Visualsstoriesandlivestreamingarethefuturein2018
  78. 78. copyright 2018 SEMrush But before establishing the reporting make sure you know what metrics are important for your organisation! Source: curata.com Trackingandreporting
  79. 79. @Fernando1Angulo THANK YOU!

The meaning of Digital Strategy and practical insights on how to build one - Fernando Angulo, Semrush - at Semrush and Serpact MeetUp in Sofia, October 2018

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