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6 steps to create a data-driven content strategy

  1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by 6 Steps to Create a Data-driven Content Strategy Lisiane Ndong Client Success Manager at Searchmetrics Digital Marketing Priorities 2020 brought to you by
  2. 2 Before we start… house keeping - A recording for the webinar will be sent via Email - Slides will be available via Smart Insights Slideshare Please get involved with the interactions: - Give your views in the votes - Do ask questions at any point via the Questions panel
  3. 3 © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Modern marketers depend on Searchmetrics to create transparency in increasingly complex global markets. To meet their needs, Searchmetrics strives to create customer value through innovation, excellence, a focus on team and respect for the individual. About us Berlin (DE) London (UK) New York (US) San Francisco (US) Varazdin (CRO)
  4. 4 250+ Employees Our mission is to enable increasing transparency for the modern marketer. 20+ Nationalities 17 Awards won
  5. 5 Content Marketing Challenges Creating engaging content Measuring content ROI Gathering data for content creation Producing engaging visuals
  6. 6 Produce engaging, high quality, personalised content to bringing value to your audience.
  7. 7 Why Search Data ? - Search engines aim to understand user intent and user behavior - Success is made predictable before publication - Get audience questions and problems - Know the words the customers use Whatisdata-drivencontent? Data-driven content incorporates data into the content creation and optimisation processes The data-driven approach allows you to: - Get customer insights - Create audience centric content - Make strategic decision based on data - Meet customers needs at buying stages
  8. 8 1. Research 2. Identify the right topics 3. Analyse Search Intent 4. Create Content 5. Distribute Content 6. Analyse Content Performance Marketing Objectives • Branding • Traffic • Sales • Conversion • Thought leadership 6 Steps to Create a Data-driven Content Strategy
  9. 9 Fashionista © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Step1: Research Professional women Create Persona based on buyer needs and issues. Find out: The problems they are facing The support they need Topics they are interested in Target Audience
  10. 10 Day dress Questions how to dress day to night? how to wear day dress? what is day dress code? what is formal day dress? what is smart day dress? what is day dress for ladies? which day which color dress to wear? Work dress Questions how to dress work casual? how many work dresses should a woman own? how many dress shirts for work? How to dress for work experience? how to dress work uniform? how many dress pants for work? what is appropriate work dress? People Also Ask…
  11. 11 Users search queries • Keywords Cluster • Search volume • SERP Features • Seasonality
  12. 12 Users search queries • Keywords Cluster • Search volume • SERP Features • Seasonality
  13. 13 Competitors Competitors • Topics • Keyword ranking • Content • Landing pages • Content distribution Similar content Or Different content Develop content ideas around these keywords / topics Match user's intent Benefits : ▪ Find potential audience ▪ Improve ranking ▪ Get new customers ▪ Drive conversion ▪ Get market insights ▪ Plan your content calendar Step 1: Research
  14. 14 Organic position Maps Product Listing URLs
  15. 15 Competitors Key Phrases • Relevance • Usage by competitors
  16. 16 URLs Comparison What is the market reach?
  17. 17 URLs Comparison • Market Gap Analysis • Potential New Market • Search Volume
  18. 18 VS Keywords Comparison • Target group request • Traffic • Search Volume
  19. 19 Step 2: Identify the right topics
  20. 20 Topic Seasonality
  21. 21 Select the right keywords Most relevant success keywords based upon selected topics: High search volume Relevance
  22. 22 Step 3: Analyse Search Intent ⮚ Informational = know something ⮚ Navigational = go somewhere ⮚ Transactional = do something What do buyers want when they search for products online? Type of search queries (example) Informational Navigational Transactional How Brand names Buy, purchase What Name of a product Coupon Who Name of a service Order Where [city] type of store (local) Why Price, pricing Guide, tutorial Cheap Resource Ideas, tips examples
  23. 23 Topics by Search Intent
  24. 24 Awareness Consideration Purchase User Journey Users search for a new dress for work Users compare multiple brands of dresses Users decide to buy a dress online Search query - Smart work dress - Work dress for winter - How to look stylish at work - Type of dress - Women Workwear Amazon - Workwear London - Compare dresses - Best work dress - Green dress review - Work Buy red dress - Coupon for dress - Cheap green dress Search Intent Informational - Know Navigational - Go Transactional - Do User Journey & Search Intent Buyer Journey – Purchase of a work dress
  25. 25 Awareness Consideration Purchase Search Intent Informational - Know Navigational - Go Transactional - Do Content type guides, tutorials, tips, resources, FAQs location pages, contact page, product pages, events pages, webinar pages Product pages, product details pages Content Format article, video, image, webinar, slideshow, infographics, Ebook video, image, webinar, event, slideshow, press release Image, video, maps Step 4: Create Content
  26. 26 Informational Navigational Transactional
  27. 27 Must have Keywords • Word count • Keyword coverage • Readability
  28. 28
  29. 29 Optimise Metadata
  30. 30 Step 5: Distribute Content Select the most effective channels based on: • Business objectives • Audience needs • Content formats Include keywords / topics to: • Social media post title • Blog post title • Email subject line • Landing page optimisation
  31. 31 Step 6: Analyze Content Performance Monitoring: daily, weekly, monthly Engagement metrics: likes, shares, comments Website: visitors, registrations Video: completions, views Sales metrics: Leads, CPA, ROI, CR Optimise existing content: title, content, keywords Monitor market trends
  32. 32 6 Steps - Checklist Step 1. Research - Target audience ( questions, keywords, seasonality) - Competitors ( URLs, shared/unique keywords, content ) Step 2. Identify the right topics - search volume - seasonality Step 3. Analyse Search Intent - user intent - buyer journey Step 4. Create Content - user intent - SERP features - content type Step 5. Distribute Content: - business objectives, target audience and content formats Step 6. Analyse Content Performance - Monitoring: sales metrics, engagement, web visitors
  33. 33 Thank you Please feel free to send your questions through via email: Q & A Lisiane Ndong, 29 January 2020