Learn how to include search data into content creation and optimization. “Online content should win hearts and machines.” In this practical webinar, we’ll look at: - How to create content that meets the expectations of your target audience - How to use search intent to know what users want - Learn how to identify relevant topics - How to select the right type of content

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#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
l.ndong@searchmetrics.com
Digital Marketing Priorities 2020 brought to you by

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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

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© 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)

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250+
Employees
Our mission is to enable increasing transparency for the modern
marketer.
20+
Nationalities
17
Awards won

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Content Marketing Challenges
Creating engaging
content
Measuring
content ROI
Gathering data for
content creation
Producing
engaging visuals

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Produce engaging, high quality,
personalised content
to bringing value to your audience.

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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

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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

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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

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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…

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Users search queries
• Keywords Cluster
• Search volume
• SERP Features
• Seasonality

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Users search queries
• Keywords Cluster
• Search volume
• SERP Features
• Seasonality

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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

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Organic position
Maps
Product Listing URLs

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Competitors Key Phrases
• Relevance
• Usage by competitors

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URLs Comparison
What is the market reach?

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URLs Comparison
• Market Gap Analysis
• Potential New Market
• Search Volume

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VS
Keywords Comparison
• Target group request
• Traffic
• Search Volume

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Step 2: Identify the right topics

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Topic Seasonality

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Select the right keywords
Most relevant success keywords based upon selected topics:
High search volume
Relevance

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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

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Topics by Search Intent

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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

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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

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Informational Navigational Transactional

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Must have Keywords
• Word count
• Keyword coverage
• Readability

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Optimise Metadata

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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

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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

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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

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Thank you
Please feel free to send your questions
through via email:
l.ndong@searchmetrics.com
Q & A
Lisiane Ndong, 29 January 2020