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Marketing Challenges 2019

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Dublin Meetuo: Strategies that work

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Marketing Challenges 2019

  1. 1. SEMrush Digital Marketing Challenges 2019
  2. 2. copyright 2017 SEMrush
  3. 3. copyright 2018 SEMrush@Fernando1Angulo Challenge1: AbsenceofContentMarketingCulture
  4. 4. In 2017 only 9% of marketers have developed a systematic approach to producing, managing, and distributing content !
  5. 5. copyright 2018 SEMrush Thereare planningflaws @Fernando1Angulo Source: SEMrush The invisible Key to Content Succes Its a challenge to create a target audience content piece It takes time to create a content plan
  6. 6. copyright 2018 SEMrush Andcontentcreatorslacksthe… @Fernando1Angulo Source: SEMrush The invisible Key to Content Succes Understanding the target audience and creating a balance between creativity and optimisation
  7. 7. copyright 2018 SEMrush Source: SEMrush The invisible Key to Content Succes Andwhenitcometopublishinganddistributing Monitoring the industry mentions and analysing the best performing resources is a challenge
  8. 8. copyright 2018 SEMrush Source: curata.com
  9. 9. copyright 2018 SEMrush
  10. 10. copyright 2018 SEMrush
  11. 11. copyright 2018 SEMrush
  12. 12. copyright 2018 SEMrush
  13. 13. copyright 2018 SEMrush
  14. 14. copyright 2018 SEMrush
  15. 15. copyright 2018 SEMrush
  16. 16. copyright 2018 SEMrush
  17. 17. copyright 2018 SEMrush "Content strategies typically fail because they haven’t really understood the audience well enough¨. Todd Wheatland, Author and Speaker, Global Strategy at King Content
  18. 18. copyright 2018 SEMrush
  19. 19. copyright 2018 SEMrush
  20. 20. copyright 2018 SEMrush
  21. 21. copyright 2018 SEMrush
  22. 22. copyright 2018 SEMrush
  23. 23. copyright 2018 SEMrush
  24. 24. copyright 2018 SEMrush
  25. 25. copyright 2018 SEMrush How to solve it?
  26. 26. copyright 2018 SEMrush Matchyouraudiencewithyourcontent andmakeiteasytoreach Source: curata.com
  27. 27. copyright 2017 SEMrush Source: curata.com DEFINE CAREFULLY YOUR USER PERSONA AND BUYER PERSONAS
  28. 28. copyright 2017 SEMrush Crea campañas de anuncios en base a tu competencia y ponles emociones DO YOU KNOW WHAT PEOPLE ARE ASKING RELATED TO YOUR PRODUCTS, SERVICES, BRAND?
  29. 29. copyright 2017 SEMrush Source: curata.com
  30. 30. copyright 2017 SEMrush Source: curata.com Defineyourtargetaudience andwhatdoyouwant themtodowiththeinformationyouprovide?
  31. 31. Topic research tool-mind map
  32. 32. CREATE A STRATEGY FOR EVERY PIECE OF CONTENT YOU DESIGN
  33. 33. copyright 2018 SEMrush@Fernando1Angulo Challenge2: CheckboxMindset
  34. 34. Today’s tasks 1. CREATE NEW BLOG POST 2. WRITE BLOG POST 3. PUBLISH BLOG POST @Fernando1Angulo
  35. 35. copyright 2018 SEMrush People care about their own problems much more than they care about your products.Source: SEMrush The invisible Key to Content Succes
  36. 36. copyright 2018 SEMrush You need great quality content that’s on-strategy, incites action and it’s delivered constantly! Source: SEMrush The invisible Key to Content Succes
  37. 37. copyright 2018 SEMrush How to solve it?
  38. 38. copyright 2018 SEMrush Getyourcontentgoalssetup! •User behaviour? •Engagement? •Conversion rates? •Lead generation? •Social media engagement? Source: Marketing Insider Group @Fernando1Angulo
  39. 39. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  40. 40. @Fernando1Angulo 41 User Behavior Find user behavior metrics using: • Google Analytics • CrazyEgg • Chartbeat
  41. 41. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  42. 42. @Fernando1Angulo Engagement Find user engagement metrics using: • Social media platform analytics • Hootsuite / Sprout Social • Mention 43
  43. 43. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  44. 44. @Fernando1Angulo SEO Metrics Find SEO metrics using: • Google Analytics • Google Webmaster Tools • SEMrush • Google Trends 45
  45. 45. 46 Content Marketing Institute B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. @Fernando1Angulo
  46. 46. 09:00 pm May 26th 2013 STURDAY @ASHLEYMADHATTER
  47. 47. @Fernando1Angulo Company Revenue Find company revenue: • Track the number of returning users in Google Analytics • Check CRM for new leads / existing leads • Conversion rate = Conversions / clicks 48
  48. 48. @FernandoAngulo Define Your Key Metrics Website traffic is a metric, but it may not be the most important metric for each content type. Key metric for blog posts: Key metric for podcasts: 49
  49. 49. copyright 2018 SEMrush 2018mostimportantdigitalmarketing objectives Source: Digital Marketing plan @Fernando1Angulo
  50. 50. copyright 2018 SEMrush Source: Smart Insight Tacticsin2018 Contentmarketingisdefinetlythekey! Source: Digital Marketing plan @Fernando1Angulo
  51. 51. copyright 2018 SEMrush Nowyoucanstartyourcontentmarketingplan!
  52. 52. copyright 2018 SEMrush Source: Marketing Insider Group For a strategic approach first evaluate your existing content!
  53. 53. copyright 2018 SEMrush AuditContentTool-SEMrush @Fernando1Angulo
  54. 54. copyright 2018 SEMrush How well your content answers different types of user queries ? How relevant a certain topic may be for your target audience? Whatwillyouget? @Fernando1Angulo
  55. 55. Content audit tool and Post Tracking
  56. 56. copyright 2018 SEMrush Thecontentindustrywillbemorethandouble! Source: Express Writers@Fernando1Angulo
  57. 57. copyright 2018 SEMrush Challenge3: Time
  58. 58. Do you have time for all your tasks? Source: curata.com
  59. 59. Time to get organized: gather everything in your editorial calendar! Source: curata.com
  60. 60. copyright 2018 SEMrush Contentdistribution Source: neilpatel
  61. 61. copyright 2018 SEMrush Whentopublishyourcontent? • The best day - Sunday Source: 2017 Blogging report@Fernando1Angulo • The best time to publish -3 p.m. EST
  62. 62. copyright 2017 SEMrush Source: Smart Insight Makeitright! Source: Digital Marketing plan @Fernando1Angulo
  63. 63. copyright 2017 SEMrush Source: Smart Insight Makeitright! Source: Digital Marketing plan @Fernando1Angulo SEO WRITTING ASSISTANT – SEMRUSH CHROME PLUG_IN
  64. 64. copyright 2018 SEMrush@Fernando1Angulo Challenge4: PredictingtheFuture
  65. 65. 66 SEMrush Survey of content marketers surveyed spend $2,501 to $5,000 monthly on content marketing @ASHLEYMADHATTER
  66. 66. Time Money
  67. 67. In-House Costs @ASHLEYMADHATTER
  68. 68. Annual Salaries @Fernando1Angulo
  69. 69. Annual Salaries 401k health insurance benefits bonuses pay increases HR department payroll etc. @Fernando1Angulo
  70. 70. Cost of In-House Tools @ASHLEYMADHATTER
  71. 71. CONTENT CURATION TOOLS SOCIAL MEDIA SHARING TOOLS BRAND MONITORING TOOLS Mention WEBSITE / ANALYTICS TOOLS @Fernando1Angulo 60$-1000$
  72. 72. Agency Costs @ASHLEYMADHATTER
  73. 73. @ASHLEYMADHATTER ContentMarketingAgencyCosts $1250-$2500 LOW $2500 - $7500 MEDIUM $10,000+ HIGH 74 Honigman Media
  74. 74. Freelancer Costs @ASHLEYMADHATTER
  75. 75. @ASHLEYMADHATTER 76 Honigman Media Freelancer Content Marketer Costs $35-$250 LOW $250-$500 MEDIUM $500-$3000 HIGH
  76. 76. Don’t forget to add your own time @Fernando1Angulo Freelancing costs usually extend outside the original cost of the freelancer: ✓ Management time ✓ Editing time ✓ Communication time 77
  77. 77. Advertising Costs @ASHLEYMADHATTER
  78. 78. @ASHLEYMADHATTER ContentMarketersAreSpendingonAverage$500to$5,000+toAdvertise Content 79
  79. 79. @ASHLEYMADHATTER 80
  80. 80. 81 @Fernando1Angulo
  81. 81. 82 @Fernando1Angulo
  82. 82. 83 @Fernando1Angulo Do You Agree?
  83. 83. copyright 2018 SEMrush Nearly80%oftheinternetusagewillbemobileby2018 Source: neilpatel
  84. 84. copyright 2018 SEMrush Visualsstoriesandlivestreamingarethefuturein2018
  85. 85. copyright 2018 SEMrush But before establishing the reporting make sure you know what metrics are important for your organisation! Source: curata.com Trackingandreporting
  86. 86. copyright 2018 SEMrush Source: curata.com Source: SEMrush The invisible Key to Content Succes Tracking and reporting
  87. 87. @Fernando1Angulo Muito obrigado!

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