Content+Marketing+KPIs_+A+Complete+Guide

Chapter 5: How to Build a Content Marketing Workflow with SEMrush 151 / 158 However, if you find your brand mentioned by an industry influencer on their authoritative site, it paves the way for you to contact them to inquire about back- link opportunities. This also may take the form of a guest post on their site. Of course, nothing betters developing a good relationship with an influenc- er in your industry. This process takes time, a deft approach, and give and take, but such a relationship can prove highly worthwhile in getting your content visibility and generating business for your company. For promoting your content on social media, the Social Media Poster streamlines what can be a tedious daily process of customizing postings to suit the requirements and audience expectations of the different social media networks.

Chapter 5: How to Build a Content Marketing Workflow with SEMrush 152 / 158 You can schedule your Facebook, Twitter, LinkedIn and Instagram posts for weeks ahead, and let the tool do the rest. The Poster also allows for customization, so you can create a personal- ized posting schedule at preset times every day. If you need to create draft posts for later publishing, you can save it and set a reminder for when you’d like to come back to it. While social media presents a great platform for promoting your con- tent, it’s best to mix promotional posts with news and events in your niche from other sources that your target readers would appreciate. The Content Ideas feature allows you to connect RSS feeds from your favorite blogs and other sources, and you share them with one click.

Chapter 5: How to Build a Content Marketing Workflow with SEMrush 153 / 158 Now that you have a strategy for your content distribution, it’s time to move on to the fourth and final step of your content marketing workflow. Step 4: Content Performance As many content marketing KPIs that are available to consider and that have been addressed in previous chapters, content performance may be the most significant of your metrics, and of your content marketing workflow. For this last step, the Content Audit and Post Tracking tools are going to help you define your content’s performance. These tools are designed to help you gauge the performance using social media engagement and user behavior metrics, as well as SEO outcomes in terms of backlinks and organic positions.

Chapter 5: How to Build a Content Marketing Workflow with SEMrush 154 / 158 The Content Analyzer dashboard looks like this: Organic search traffic is generally top of mind when one thinks of content performance: how visible is the content in the search engine results pages (SERPs)? Organic traffic is also an indication of the content’s relevance. Using the Post Tracking tool, you can simply add the URL of the content you want to analyze and measure its organic performance in terms of its backlinks and keyword rankings, as well as its social media engagement in terms of shares on Facebook, Twitter, Google+ and LinkedIn. As backlinks are such an important ranking factor, they are crucial to defining a content’s performance. The Post Tracking tool allows you to monitor the changes in your backlink profile to see if your content is generating any new backlinks. You have the option of switching to the Daily progress report to delve deeper into backlink trends, as well. This is especially useful if you’re tracking content that you’ve updated and optimized.

Chapter 5: How to Build a Content Marketing Workflow with SEMrush 155 / 158 The Post tracking tool also allows you to monitor your content’s visibility in terms of its keyword rankings: Finally, the Post tracking feature of the Content Analyzer shows shares of your content on the four major social media networks.

Chapter 5: How to Build a Content Marketing Workflow with SEMrush 156 / 158 Using the Daily changes tab, you can further determine how each post’s shares grew over time as a whole or by the individual social media networks. For the Twitter platform, you can gauge the value of each like and share by clicking the ‘Top Contributors’ option. This will return information about how influential the peo- ple who shared your content are. Sorting them by the number of followers will show you the coverage your con- tent gained on Twitter.

Chapter 5: How to Build a Content Marketing Workflow with SEMrush 157 / 158 If you connect your Google Analytics account to the SEMrush Content Analyzer, the Content Audit tool can show you user behavior metrics for your website content, such as Number of Sessions, Average Session Duration, and Bounce Rate. In turn, this helps you to identify which of your site pages are underperforming and in need of optimization, which may be your content. One of the most useful features of the Content Audit tool is the ability to set a workflow for a URL. Simply selecting a page, mark it as ‘In progress,’ then create some tasks such as an update with X data, or optimization with Y keywords. Afterward, amend your content as planned and track how your metrics change. If you’re satisfied with the improvements, you mark the tasks as ‘Done.’ And you’re done! At least, you’re done for the moment. The content marketing workflow steps described are meant to be continuously repeated. With each con- tent audit, you’ll undoubtedly find need for improvements as well as oppor- tunities for optimization and updates to older content. As you cycle through the steps, you’ll also build your own efficiencies into the process that are unique to your organization. Hopefully, the workflow steps and tools described will help you in achieving your content marketing KPIs.