Almost all digital marketing efforts – from SEO to link-building – are powered by one thing, content.
So, whatever area of marketing you place your emphasis on, you certainly have to invest in content marketing, and while doing so, make it as efficient and effective as possible.
For this reason Semrush has built a dedicated Content Marketing platform that covers every thinkable and unthinkable aspect of creating high-impact content.
In this article we’ll cover how the Semrush Content Marketing platform can help to:
Step 1. Maximize Your Existing Content’s Performance With the Content Audit tool
If you have access to already published content , don’t jump straight into content creation. Your existing content may just be a couple of steps away from being an impressive source of organic search traffic. Some studies estimate that updating old content can lead to a whopping 118% organic growth.
Essentially, the tool reviews your site’s existing content by analyzing its performance:
- Select subfolders or URLs (you can add up to 20,000 pages) you want to analyze – the tool will automatically gather all relevant performance insights.
- Then, you will be able to see all the following metrics – publishing/last content update date, metadata, author, word count, social shares (Facebook and Twitter), and the number of backlinks.
- Make sure to connect your Google Analytics and Google Search Console accounts to add more data into the tool – from user experience stats (sessions, bounce rate, etc.) to the volume of search queries.
Based on all the gathered intel, the Content Audit will automatically determine which pages (aka content pieces) fall into the four categories:
- Rewrite or remove (content published more than 2 years ago and visited less than 15 times in the past 30 days);
- Need to update (content published over 6 months ago and visited less than 15 times in the past 30 days);
- Quick review (content published less than 6 months ago and visited over 150 times in the past 30 days); and
- Poor content (any content piece that’s fewer than 200 words long).
You can even create your own category, hand-picking and customizing the criteria.
The next substep is to perform an in-depth analysis of each individual content piece and start your improvement journey, which can be managed right from the tool – from adding comments for future edits to assigning tasks via Trello.
The Content Audit continues tracking each page’s performance unless you mark it with the “Analyzed” mode, making it easy to track progress with your content optimization efforts.
If you’re out of optimization ideas, make sure to use Semrush tools like our On-Page SEO Checker (more info on this tool can be found in another review).
Step 2. Discover New Content Ideas With Topic Research
Semrush’s Topic Research tool is a goldmine of ideas for content creators looking for the right angle for new content that resonates both with readers and search engines.
The tool setup is incredibly intuitive:
- First, add a broad topic (seed keyword) you aim to create a new content piece around;
- Select the location (based on your audience geo) you want to target;
- Voila – Topic Research will give more granular content ideas around your topic of choice.
The tool gives data-driven topic suggestions based on keywords’ search volumes, trending searches, recent posts, and hottest questions around the broad keyword you enter into the tool.
Topic Research even provides data on topic efficiency – a Semrush-calculated metric that selects keywords with higher search volumes yet lower competition rate – helping you to pick headlines and questions you’re building your article around.
As the cherry on top, you extract trending headlines directly related to your selected topic to create on-spot, efficient pieces that appeal to your future readers.
Step 3. Craft the Perfect Content Brief With SEO Content Template or Create a New Piece Yourself With the Help of the SEO Writing Assistant
Now when you’ve chosen the right angle to tell your story – it’s time to roll up your sleeves and start writing.
Drafting an ultimate brief
When the topics are selected, you have to provide your writers with as much info as possible. The SEO Content Template is built just for that.
All you have to do is enter your target keywords, geo (down to a city level) and the tool will automatically gather a list of recommendations:
- Semantically related keywords;
- Potential backlink opportunities;
- Target text length and readability score.
You can, then, export all the “requirements” to a Google Doc and share it with your writers.
All the suggestions are based on insights gathered from the top 10 content pieces ranking for your target keyword – because the only way you can beat the competition for top organic positions is to know what is it they do best.
Optimize content as you write
If you’re doing the writing yourself, make sure to run your text through the SEO Writing Assistant (SWA).
This is an add-on you can connect to Google Docs or WordPress. Essentially, the tool analyzes your existing content, providing you with optimization suggestions to maximize the impact of your text.
SWA stacks your copy up against your Google’s top rivals (based on keywords and geo), providing actionable ideas for further improvement:
- SEO-friendliness: from keyword density and linking to title recommendations and semantics, this metric measures your copy’s SEO potential.
- The Readability score is based on your text’s complexity, word count, and reading time.
- The tone of voice metric assesses whether your copy has a consistent – be it formal, neutral, or casual – flow.
- Originality score ensures that your text is 100% plagiarism-free, showing which parts of pages across the Internet you may be duplicating with your content.
Once you start editing your piece in accordance with SWA’s suggestions, the add-on will be automatically recalculating your overall score as you go – so keep on enhancing your piece before you reach at least 9 out of 10.
Step 4. Keep Watch on Content Performance With Post Tracking
Once you hit the publish button, whether you’ve just created a new piece or optimized a good old one, the job is not complete.
Regardless of whether you publish content internally or on external sites, you probably want to keep tabs on results.
This is where the Post Tracking tool enters the stage.
After the URL of your published piece is entered, the tool will automatically start tracking its backlinks, referral traffic, rankings, social shares, and even estimate its reach – all displayed in a single table.
Keep an eye on the Visibility Trend metric that shows your post’s daily positions in regard to a selected keyword. If the rankings go down or don’t improve, you may have to intervene and work on your copy’s or page’s improvement, which will get you back to Step 1 of this post.
Give the Semrush Content Marketing suite a spin
Semrush offers a wide variety of solutions to support you and your team with your content marketing journey – from extensive keyword research and link-building to brand monitoring and social media.
So, if you want to amplify your online presence, boost your visibility, and grow your audience, try our free 30-day trial for new users and enjoy your Semrush journey!