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. SEMrush The meaning of content strategy and how to build one
- 4. copyright 2018 SEMrush@Fernando1Angulo Challenge1: AbsenceofContentMarketingCulture
- 5. In 2017 only 9% of marketers have developed a systematic approach to producing, managing, and distributing content !
- 6. 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
- 7. 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
- 8. 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
- 9. copyright 2018 SEMrush Source: curata.com
- 18. 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
- 19. copyright 2018 SEMrush How to solve it?
- 21. copyright 2017 SEMrush Source: curata.com DEFINE CAREFULLY YOUR USER PERSONA AND BUYER PERSONAS
- 22. 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?
- 23. copyright 2017 SEMrush Crea campañas de anuncios en base a tu competencia y ponles emociones ANSWER THE PUBLIC
- 24. copyright 2017 SEMrush Source: curata.com
- 25. copyright 2017 SEMrush Source: curata.com Defineyourtargetaudience andwhatdoyouwant themtodowiththeinformationyouprovide?
- 26. Topic research tool-mind map
- 27. copyright 2018 SEMrush@Fernando1Angulo Challenge2: CheckboxMindset
- 28. Today’s tasks 1. CREATE NEW BLOG POST 2. WRITE BLOG POST 3. PUBLISH BLOG POST @Fernando1Angulo
- 29. 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
- 30. 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
- 31. copyright 2018 SEMrush How to solve it?
- 32. copyright 2018 SEMrush Getyourcontentgoalssetup! •User behaviour? •Engagement? •Conversion rates? •Lead generation? •Social media engagement? Source: Marketing Insider Group @Fernando1Angulo
- 34. @Fernando1Angulo 34 User Behavior Find user behavior metrics using: • Google Analytics • CrazyEgg • Chartbeat
- 36. @Fernando1Angulo Engagement Find user engagement metrics using: • Social media platform analytics • Hootsuite / Sprout Social • Mention 36
- 38. @Fernando1Angulo SEO Metrics Find SEO metrics using: • Google Analytics • Google Webmaster Tools • SEMrush • Google Trends 38
- 39. 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
- 41. @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
- 42. @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
- 43. copyright 2018 SEMrush 2018mostimportantdigitalmarketing objectives Source: Digital Marketing plan @Fernando1Angulo
- 44. copyright 2018 SEMrush Source: Smart Insight Tacticsin2018 Contentmarketingisdefinetlythekey! Source: Digital Marketing plan @Fernando1Angulo
- 46. copyright 2018 SEMrush Source: Marketing Insider Group For a strategic approach first evaluate your existing content!
- 50. copyright 2018 SEMrush Challenge3: Time
- 51. Do you have time for all your tasks? Source: curata.com
- 52. Time to get organized: gather everything in your editorial calendar! Source: curata.com
- 53. copyright 2018 SEMrush Contentdistribution Source: neilpatel
- 54. copyright 2018 SEMrush Whentopublishyourcontent? • The best day - Sunday Source: 2017 Blogging report@Fernando1Angulo • The best time to publish -3 p.m. EST
- 55. copyright 2017 SEMrush How to solve it?
- 56. copyright 2017 SEMrush Source: Smart Insight SEOWRITTINGASSISTANT-SEMRUSH Source: Digital Marketing plan @Fernando1Angulo SEO WRITTING ASSISTANT – SEMRUSH CHROME PLUG_IN
- 57. copyright 2017 SEMrush Source: Smart Insight Makeitright! Source: Digital Marketing plan @Fernando1Angulo
- 58. copyright 2017 SEMrush Source: Smart Insight TRYNLGTOOLS(NaturalLanguageGeneration) Source: Digital Marketing plan @Fernando1Angulo
- 60. copyright 2018 SEMrush@Fernando1Angulo Challenge4: PredictingtheFuture
- 61. 61 SEMrush Survey of content marketers surveyed spend $2,501 to $5,000 monthly on content marketing @ASHLEYMADHATTER
- 62. Time Money
- 65. Annual Salaries 401k health insurance benefits bonuses pay increases HR department payroll etc. @Fernando1Angulo
- 67. CONTENT CURATION TOOLS SOCIAL MEDIA SHARING TOOLS BRAND MONITORING TOOLS Mention WEBSITE / ANALYTICS TOOLS @Fernando1Angulo 60$-1000$
- 71. @ASHLEYMADHATTER 71 Honigman Media Freelancer Content Marketer Costs $35-$250 LOW $250-$500 MEDIUM $500-$3000 HIGH
- 72. 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
- 79. copyright 2018 SEMrush But before establishing the reporting make sure you know what metrics are important for your organisation! Source: curata.com Trackingandreporting
Editor's Notes
- Keeping your customers coming back requires providing them with value, quality, convenience ,service and fun-and doing it quickly.
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- You need to know your demographic