The UltimateGuide forContentMarketersby SEMrush
Table of contentIntroductionWho is this guide for?1Content Analysis & OptimizationContent AuditOptimization of Existing Content2Content Research & IdeationKeyword researchGap AnalysisContent IdeationSEO-friendly Texts3Content DistributionExternal ResourcesSocial Media Distribution4Content PerformanceSEO OutcomesEngagement Metrics5Content ManagementConclusion
3 / 46IntroductionYou will hardly find a business that doesn’t know howimportant content is and why it should be created.However, when it comes to planning and writing,there are many challenges for content marketers.These include questions like what to write abouta particular topic, how to make your content appearon good positions in SERP and where to distributeit, how to measure content performance, andsubsequently adjust your content strategy.The modern content marketer, along with knowingthe audience’s needs and being a good writer, shouldalso be a bit of an SEO specialist, a PR manager,and an analyst. Considering the lack of knowledgeand practice in some of these areas, it’s no wonderthat many of them feel confused and helpless. Andeven if you are a professional across the board,it still takes a lot of time and effort to implementeverything neatly.We at SEMrush know how painful it can be, andthat’s why we have created this guide explaininghow to implement each step the right way, and witha minimum of time investment, using our tools. Weare also constantly working on the development ofa comprehensive toolkit to help content marketersof all skill levels reach their goals with minimal effort.Content Analysis(Content Audit tool )Content OptimizationContent ManagementContent Ideation(Topic Research)Content Creation(Marketing Calendar)(SEO Content Template)Content Performance(Post Tracking tool)Distribution(Brand Monitoring tool ,Social Media Poster )
4 / 46Who is this guide for?This guide is for contentstrategists/digitalmarketers that choosethe content approachas a key marketingstrategy. In this guide,we’ll show you howto carry out contentmarketing from A to Zusing SEMrush.It is also for contentwriters who workon article structure,content optimizationand distribution.
Content Analysis& Optimization
Content Analysis &OptimizationA strategic approach to contentcreation implies that no content shouldbe created out of the blue. Beforewriting a new piece, you need to knowhow it’s going to fit into your currentcontent strategy and serve the goalsthat you set for your website.Moreover, sometimes it’s not necessaryto produce new content from scratch,6 / 46when you could update old material:older pages have a ranking advantage,so it makes more sense to optimizethem rather than create new ones.With all this in mind, step one forany content strategist is a propercontent audit.Content AuditTools to use: Content AuditAnalyze and assess your content based on SEO/user behavior/engagementmetrics.A content audit is a comprehensive task, and should involve monitoring of various performance metrics. But whatever you do, your ultimate goal is to createan optimization plan that includes a list of pages to update / optimize and newmaterials to create.Each metric should not be considered as a sole measure of success, since only acombination provides a full picture. These are the main metrics that you shouldconstantly monitor: Traffic and user behavior signals, Social media engagement, Backlinks, Search queries, Organic positions.
7 / 46In the Content Audit tool, you can monitor each of these metrics in dynamic.To begin using it, set up the tool by selecting the subfolders from yoursitemap.xml file.Traffic and user behavior signalsHow many users read your content? How much time do they spend on a particulararticle? Are they ultimately satisfied?There are five metrics that will help you answer these questions and all of themcan be found in the Content Audit tool. Sessions shows the total number of Sessions, where a Session is a period of timea user is actively engaged with your website. Avg. Session Duration demonstrates the average length of a session. Pageviews is the total number of times the page has been viewed. Avg. Time on Page shows the average time a user spent viewing a specific page. Bounce Rate is the percentage of users that left the particular page without visitingany other pages on your website.
8 / 46You can switch between Sessions and Pageviews data for every page by simplyclicking on the ‘Pageviews’/’Sessions’ button at the top of the report.Each of these metrics is a source of insight on improving your content strategy.For example, a small number of sessions may indicate a poor choice of keywords.The rest often signal that you don’t give your audience what they expect to get.
9 / 46Social media engagementIn this section, you can see the number of shares across various social media:Facebook, Twitter and LinkedIn. Sorting the pages by the total number of sharesin each social media can help you see what posts get the most engagement anddetermine your audience’s preferences.For instance, if one of your Facebook posts gets significantly more shares thanusual, it could be a sign that the topic that you’re talking about is popular withyour Facebook audience, so it makes sense to create a discussion around it ordeepen the research and produce more content.BacklinksSorting the pages by number of backlinks is a good way to analyze what contenthas the best referral potential. In the Backlinks column, you can see how manybacklinks a certain page has and how many of them are new.
10 / 46Later on, you can analyse the pages with the richest backlink profiles to look forlink-building ideas for other materials.Search queriesIf you connect your Google Search Console account, the Content Audit tool willalso give you the number of Search Queries your page was displayed for inGoogle search results.Data from your Google accounts represents the last 30 days. If you click on thesearch queries’ number, you’ll see the Top-5 Search Queries for your particulararticle and the position it has in Google.Monitoring your search queries will reveal insights into how people actually findyour article among other search results and give you the opportunity to find newkeywords to target.
11 / 46Organic PositionsTracking your content performance for target keywords is crucial for visibility.In the end, it’s the keywords that users search for, so getting your content to thefirst page of search results requires constant monitoring.Also, checking how much engagement your post gets on social media and howmany backlinks it earns is an unending source of motivation.And last but not least, it’s always useful to keep track of your competitor’sperformance, paying special attention to their most popular or recent publications.To do this, you can add the posts that interest you to the Post Tracking tool.To do this, you can add the posts that interest you to the Post Tracking tool.Here, you can select the target keywords of your post by clicking on the Addkeywords button. You can add the keywords of your choice, or select the onessuggested by SEMrush.
12 / 46The Daily changes button will take you to the charts with the: Post referral traffic trend, Visibility trend, Shares growth trend, Daily changes trend, and Backlink trend.These charts will give you new insights into how your performance for a certainarticle is changing daily. The charts’ data can be filtered for the last 14 days,1-3 months, or all time.
13 / 46If the page rankings have dropped and do not improve over time, it’s the rightmoment to check for optimization opportunities.All the content performance metrics are interrelated indicating one thing: whetheryour audience likes your content or not. It’s not enough to monitor just one ofthose metrics, as the others can be a good source of ideas for optimization andimprovement. To keep track of all the optimization work that you do, you can editthe Workflow section in Content Audit.Here, you can add single tasks, such as “Get 5 backlinks from www.website.com” or “Update meta tags”, assign different statuses to those tasks and thenevaluate the results of your optimization efforts.Go to SEO Writing Assistant whenever you’re ready to optimize your article.
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