SEMrush Overview Series: Content Marketing toolkit

Hi, there. This is SEMrush! As you know, we offer insights and solutions for companies in any industry to build, manage, and measure campaigns across a variety of marketing channels. With over 30 tools for search, content, social media, competitive and market research within the platform, SEMrush is now a go-to toolkit for over 3 million marketing professionals. So far, we’ve covered how SEMrush can improve your online visibility, but now the spotlight turns to content marketing.

Yay! Our team at SEMrush has developed a multi use tool to help with all of the areas of content marketing, from helping you actually create great content and optimize it for your website to assisting you with drafting an efficient content distribution plan and gathering metrics to evaluate the performance of your external content. In other words, our content marketing tools take care of the research and technical part of your online content creation and optimization, so that you can sit back and relax, and really let your creativity shine Without further ado, let’s dive in and explore each part of our Content Marketing toolkit. Every content marketing strategy starts with analyzing your existing content and how well it performed. Most marketers would agree that it takes less time and resources to actually optimize your published articles and posts than it actually does to create new pieces. But, before we get to that exciting part of developing brand-new content and the ways to distribute it, let’s talk about some actionable insights and easy steps you can take to revamp your existing content.

Those of you who don’t have a blog or any other content assets in place, you can fast-forward to the next part of our video. So, you read your old content and reminisce of the glory days it had. But those days aren’t over yet. To bring your existing content back to life, the best tool of choice is the Content Audit tool. The Content Audit is a tool that actually helps you evaluate your content based on the most important metrics. For instance, If you type in your blog's address into the search bar within the tool, you’ll get a 360-degree view of a website’s content performance, including some social media insights with the number of shares across major social networks, and if you connect your Google Analytics and Google Search Console accounts to the tool, you’ll also going to get to see your user behaviour metrics, such as the number of sessions, session duration, and bounce rate and what top five search queries your content actually ranks for in the top SERPs.

Basically, this table will show you the key content elements and metrics in one place to evaluate the quality of your existing content. And then you can pick the URL, or a content piece, you’d like to start working on right away. Just click on it and you’ll get a holistic view of that piece. You can also check out the traffic trend, and save the historical point to benchmark your content’s performance later, once you’ve done some optimization tweaks, of course. If you are working in a team or want to create a checklist for yourself, assign the status and tasks to each content piece you want to improve and track the progress right within the Content audit.

So, now you have your existing content covered and you can optimize it for your target keywords (check out the SEO section of the toolkit to see how SEMrush can help you with that) So what’s next? It’s time to create content that will resonate with your audience and bring you the results you’ve been longing for. How do you get there? Of course, every great post starts with topic research; you need to choose a story that is relevant to your readers and appeals to their interests. And, given that you are a great copywriter, of course, you have to do everything in your power to make sure that your content doesn’t get lost in the white noise of the internet. In other words, you need to get your content the highest online visibility as possible And SEMrush’s Content Marketing Toolkit can help you at every step of the way. When you are about to pick a topic to cover, you should find the subjects your readers care about. This is when you should turn to the Topic Research tool.

This is the first step you need to take to narrow down a list of ideas for an interesting material and to make it relevant for a certain audience in a particular location. Basically, this tool allows you to find the right angle to approach your story to ensure this is exactly what the audience wants to readю SEMrush counts popularity based on the number of search queries for a topic, with a breakdown of its most searched subtopics Each subtopic includes a number of most popular headlines that are sorted by the number of backlinks they attracted. Where there’s a topic, there has to be a discussion. So don’t forget to answer the biggest burning questions that your audience has. The Question feature will help you with that – it uncovers what questions people ask regarding the topic of your choice. You should watch out for questions especially if you are optimizing for mobile or voice search. You can also brainstorm how you can improve your competitors’ best performing content on the topic – just enter their domain into the Topic Research tool. So, once you are done researching ideas, add the ones you’d like to take on board or save for later to Favorites ideas.

This is where you can export your ideas or start implementing them right away. Now that you know what you are going to write about, you need to have an outline. While you are hammering away at creating a text structure that will bring the most value to your readers, SEMrush will deliver you a list of recommendations to make search engines and users happy. Just enter your topic’s keywords into the SEO Content Template. SEO Content Template is a tool that provides you with recommendations to ensure that your content is indeed SEO friendly, taking into account your target keywords and location. From readability and text length to semantically related words and backlinks, the tool will give you practical suggestions based on TOP 10 Google ranking for these keywords. Simply export the recommendations you received and get in the writing mood. No more procrastination, guys. You can start creating your content right away in a Google Doc.

You can export these recommendations to MS word as well, but it’s much more convenient to use a Google Doc as you can benefit from another awesome SEMrush tool – the SEO Writing Assistant, a real-time SEO editor. Let’s see how it works. Once your muse has descended, unleash your creativity and let words flow. Here’s when you can forget about being SEO-friendly and just focus on writing. Our SEO Writing Assistant plugin will keep track of meeting your optimization goals. The plugin works with the CMS of your choice – whether you prefer Google Docs or WordPress. As you go on writing your content piece the plugin checks it for SEO friendliness and gives real-time recommendations.

On top of that, the SEO Writing Assistant will also review your copy for any plagiarism and readability. Super cool, I know! Now that the hardest part is over and your new piece of content is ready to see the light, it’s time to double-check your distribution strategy. From outreaching external platforms with a guest post to identifying who could potentially share a piece of content like yours, you have to figure out the most efficient distribution channels. So, where do you gather insights on what platforms and channels bring your content the highest visibility? If some of your articles have already been published on external sites, make sure to track their performance and see how much value this brings to your business.

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You should also benchmark your performance against competitors and always look out for collaboration opportunities. Although this seems like an overwhelming and time-consuming job, with the use of a few tools from our Content Marketing toolkit you’ll easily get the job done. So, let’s move on to the next part! We’ve already discussed how to analyze content performance on your side. But what if you published your post externally? In this case, you go to Post Tracking. With Post Tracking, you can monitor the performance of your external article and examine the main success metrics to really understand whether you should continue investing in this or that platform. Your goals should always be your highest priority while working with these metrics: shares bring brand awareness, backlinks and keywords lead to higher visibility and referral traffic may attract potential customers.

These are all things you actually want. You can always keep a close eye on all of the daily performance by clicking this button. P.S. here’s a quick hack – if you really want to understand how well your external post is performing, looking at metrics might not be enough. By adding competitors’ posts to Post Tracking, you can check if your competitors are seeing any results with their guest posts and really benchmark their numbers against yours. But if you truly need to monitor your brand or one of your rivals to measure true success (and that can also help you in your distribution efforts as well), the Brand monitoring tool has got your back. The brand Monitoring tool allows you to observe your and your competitor’s brand performance online. You can use this tool to find the best media outlets where to publish your content. You can monitor where your competitors and see where are they heavily present and track those publications that mentioned your brand before. We update the data every five hours to make sure you always get the freshest information on brand mentions. The tool combines both web and Twitter mentions and allows you to filter them by overall traffic and an estimated number of people that actually read this particular post.

Reach out to your mentioners to see if you can further contribute to the conversation and discuss potential collaboration. To see which competitor’s content is performing the best, check out the mentions stats that show which piece attracts the highest number of backlinks – a possible indication of the content’s popularity. SEMrush offers an extensive list of management and reporting tools – from custom PDF reporting to the Projects section. By sharing your projects or reports, you can make sure that your entire team or your clients have full or limited access to your data. And certainly this will help you and everyone involved, actually track progress of content marketing efforts. But there’s one more tool that deserves special attention. Please welcome – the Marketing Calendar. The Marketing Calendar will help you avoid overlaps and missed deadlines, and make sure your entire team is on the same page. You can use this tool to set up and manage your editorial calendar in real time. And the integration with a few tools we mentioned before – like the Topic Research and SEO Writing Assistant – will help your team to collaborate by assigning tasks and tracking the progress right within the tool.

Say goodbye to juggling with a dozen passwords because now you only need to remember one. Chances are, you have teammates and occasionally report to either a boss, or a client. So, before you go exploring the exciting diversity of our powerful suite, let me briefly run you through the special collaboration and reporting section of our platform. Let’s start with Projects. Whether you want to fist-bump your teammates and show them the results your team has achieved, or impress your client with the accomplished results, Projects is the place to go.

It’s the perfect space for gathering research data from across the Internet by setting up various tracking and auditing tools. You can manually merge the data across different tools and make use of the added integrations with Google Analytics, Google Search Console, and even Gmail, to sync your internal data with SEMrush’s analysis. Whoa, right? And the best part is that you can always share the project for view or edit with your entire team or a client, making sure everyone has just the right amount of access to your project. And if your boss or client doesn’t really have the time to review your project, you can send them a customized PDF.

Our customizable PDF report builder gathers SEMrush data and allows you also to connect your Google Analytics and Search Console. You can either pick one of our ready-to-use templates or you can create reports and templates tailored to your specific needs. Choose between branded or white-label options, and add the stats from the tools you want to report on. If you connect your Google Analytics and Search Console, you’ll be able to show how your content marketing efforts are affecting your site’s overall performance. Once you’ve crafted your perfect report, schedule it to be emailed to your clients and coworkers on a regular basis. Just don’t forget to save your newly crafted report as a custom template to make sure it’s always at hand whenever you need it. We only gave you a brief overview of SEMrush’s Content marketing toolkit. If you want to get better acquainted with this toolkit, go ahead and browse around it. No doubt, our Content Marketing tool is the ultimate place where you can run your entire content marketing workflow – from analyzing and improving existing content both internally and externally, to creating an SEO-optimized copy and drafting an efficient distribution plan.

We promise SEMrush will always keep you busy. There’s a lot to discover on your own once you actually start using the platform. If you are eager to find out more about our Content Marketing Toolkit, visit SEMrush Academy, there you’ll be guided through the entire toolkit and highlight even more hidden treasures within each tool. We work hard on surprising our users with new features, covering even more areas within every addition to our toolkit Luckily, there’s one source you can always turn to find answers to your questions.

Check out our comprehensive Help page and take full advantage of every tool SEMrush proudly offers..

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