A Content Strategy That Works For You

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This document discusses creating an effective content strategy. It recommends answering four critical questions: 1) What content will you create? 2) How will you create the content? 3) How will you market the content? And 4) How will you measure success? The document also outlines some of the most time-consuming and challenging tasks for content strategists and creators, such as topic research, SEO content templates, and distribution planning. Measurement is important, and the document suggests tracking metrics like content performance, audits, and post engagement.

Marketing

CONTENT STRATEGY
How to create one that works for you!
P R E S E N T E D B Y R O H A N A Y Y A R
# S E M r u s h I n d i a # R e D i 2 0 1 8

What do you think of when someone says “content”?

All content marketers wish they were doing stuff like
this!

And when you have to promote such content...

Three critical questions:
1. What content will you create?
2. How will you create this content?
3. How will you market this content?

Four critical questions:
1. What content will you create?
2. How will you create this content?
3. How will you market this content?
4. How will you measure success?

Most time consuming tasks for content strategists

Most challenging tasks for content strategists

Most challenging tasks for content creators

How managers evaluate the authority of resources

Content performance metrics tracked most often

Thank you!
ROHAN AYYAR
Regional Marketing Manager, India
r.ayyar@semrush.com
@searchrook
/rohanayyar
/in/rohanayyar
#semrushindia
bit.ly/redi18semrush

What's hot

Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey. Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences. As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!

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Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing: • 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful • 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing • 92% of those reporting increased success attributed that success to doing a better job with content creation. Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”). Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.

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Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey. Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13). Content that can be effective at building loyalty takes many shapes and forms today, for example: - Videos and social media stories that entertain - In-person events that create a sense of community and belonging - Podcasts that inspire - Live or virtual experiences that evoke emotion - Articles, guides, newsletters, etc., that provide information Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!

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Greetings Technology Marketers, Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report. I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70% said their organization is much/somewhat more successful with content marketing compared with one year ago. For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences; and are given ample time to produce content marketing results, among other distinguishing factors. Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress and reporting back to you again next year.

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While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows: • By priority • By business type (B2B, B2C and nonprofit) • By geography (North America, Australia, United Kingdom) Part I covers two “playlists”: Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes. Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead. Enjoy! Joe Pulizzi

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A Content Strategy That Works For You

1. CONTENT STRATEGY How to create one that works for you! P R E S E N T E D B Y R O H A N A Y Y A R # S E M r u s h I n d i a # R e D i 2 0 1 8

2. What do you think of when someone says “content”?

7. All content marketers wish they were doing stuff like this!

8. In reality, what they do is...

10. And when you have to promote such content...

11.

12. So what do we do?

13. We try to create a CONTENT STRATEGY

14.

15. Can you follow this strategy?

16.

17. We need a simple strategy.

18.

19. Three critical questions: 1. What content will you create? 2. How will you create this content? 3. How will you market this content?

20. But you know the problem with Zombies?

21. THEY NEVER COME ALONE

22. Four critical questions: 1. What content will you create? 2. How will you create this content? 3. How will you market this content? 4. How will you measure success?

23.

24.

25.

26. PLANNING

27. Most time consuming tasks for content strategists

28. Most challenging tasks for content strategists

29. KEYWORD MAGIC

30. MARKETING CALENDAR

31. CREATION

32. Most challenging tasks for content creators

33. TOPIC RESEARCH

34. SEO CONTENT TEMPLATE

35. SEO WRITING ASSISTANT

36. DISTRIBUTION

37. How marketers find external platforms

38. How managers evaluate the authority of resources

39. KEYWORD OVERVIEW

40. BRAND MONITORING

41. TRACKING

42. Content performance metrics tracked most often

43. CONTENT AUDIT

44. POST TRACKING

45. Thank you! ROHAN AYYAR Regional Marketing Manager, India r.ayyar@semrush.com @searchrook /rohanayyar /in/rohanayyar #semrushindia bit.ly/redi18semrush

A Content Strategy That Works For You

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