content & social media marketing plan | case study
TRANSCRIPT
Create a Content Marketing and Social Media Plan
Instructions
Select a company that currently has a website and active social media accounts (e.g., Facebook, Twitter, Instagram, LinkedIn, etc.); please choose a business you have some familiarity with either as a customer, partner, or employee. Please start your assignment with the following:
• Company Name• Industry• Company URL• Social Media Accounts and their links
Once you have selected your company, please work through these actions:
1. Conduct an audit of the businesses’ current content marketing and social media efforts. Specifically, identify what types of content the business is creating and where they are distributing their content. Additionally, assess how they are using social media, identify the # of followers they have across each social media channel, and assess how active their social media followers and pages are.
2. Once you have completed your audit, propose an updated content marketing plan for the company. Make recommendations for the type of content the company should be creating, how it should be distributing it, and how the company can leverage the content to build and grow its business.
3. Draft an example of a piece of content to use in the company’s content marketing. It could be in the form of a blog post, e-book, video, or other of your choosing. Please describe how this content marketing piece fits in with the content marketing strategy you created for the company. Describe how you will distribute this content and get it seen by your target audience.
4. Create a new social media plan for the company, be sure to include social media strategies for each channel. Make recommendations for how the company should be leveraging and participating in social media to build and grow its business. Be sure to identify 2-3 influencers you would recommend thecompany reach out to and start to build a relationship with, you will want to explain why this is important.
SEMRush: Competitive Data & Analysis for Digital MarketersAn all-in-one tool that helps you to analyze and to optimize SEO strategies that allow users to learn about them — and their competitors.
Introduction
To finish my fourth certification on the “SEO Specialization by the University of California, Davis”, the assignment was to create a Content Marketing and Social Media Plan for a company of my choice.
First I was think to make something about the Travel Industry because it's a sector that I know really well and where I'm doing business since a lot of years. I like business models like Airbnb and Booking but maybe could be difficult to create a Marketing Plan for big companies like these. So, I decided to focus on smallest enterprises. In that moment I was working on some improvements for one of my websites and I stumble upon on a blog about Digital Marketing. I stop a moment, and I meditate: why not to make something about Internet Marketing? It's an area where I'm studying, working and especially that passionate me (Once, a friend said me that the best projects & businesses born from something that you really love).
The first companies that I searched were Ahrefs (Link Building Platform) and Moz (Internet Marketing Software), while the last was SEMrush, my choice for the case study.
Description
SEMrush started out in 2008 as a small group of SEO and IT specialists united by one mission — to make online competition fair and transparent, with equal opportunities for everyone. It's an incredible software to find great keywords, analyze competitors backlinks, check website traffic, fix website issues and many more.
Some of the features that offers this tool are:
Organic Research
Advertising Research
Display Advertising
Keyword Research
Keyword Difficulty
Domain vs. Domain
Site Audit
Goals:
1. Increase direct engagement with Video Series and Online Courses2. Enabling consistent messaging across numerous marketing channels3. Expand efforts to position SEMRush as a worldwide recognized innovative
internet marketing software
Overview
Company Name: Semrush
Industry: Internet Marketing
Company URL: https://www.semrush.com/
Social Media Accounts:
Twitter: https://twitter.com/semrush
Facebook: http://www.facebook.com/SEMrush
LinkedIn: https://www.linkedin.com/company/semrush
Google+: https://plus.google.com/+semrush
Instagram: https://www.instagram.com/semrushcom/
Youtube: https://www.youtube.com/user/SEMrushHQ
Pinterest: https://www.pinterest.com/semrush
I decided to create an infographic and then conduct an audit of the business providing to you a deepexplanation
Content Marketing & Social Media Audit [INFORGRAPHIC]
As you can look in the Infographic, Semrush is offering a different range of Content.
Analyzing their website, blog, and social medias accounts the main contents are:
List posts
Infographics
How-to posts
Case studies
Videos
Webinars
Changelogs
Topics & General Posts
News
The contents above are distributed through Social Medias, offering guest posts in their blog and with newsletters.
#followers and how they are using the Social medias:
Facebook - 50K
Type of content: owned and external posts and videos
Social Media Posting Frequency: everyday
Interaction: medium-low
Twitter: 45.3K
Type of content: owned and external posts and videos
Social Media Posting Frequency: everyday
Interaction: medium-low
Google+: 11.4K
Type of content: owned and external posts and videos
Social Media Posting Frequency: without a schedule
Interaction: low
Youtube: 7.1K
Type of content: videos (tutorials, webinars, changelogs, interviews and tips)
Social Media Posting Frequency: almost everyday
Pageviews: low
LinkedIn: 4.7K
Type of content: owned and external posts
Social Media Posting Frequency: almost everyday
Interaction: low
Instagram: 1.7K
Type of content: infographics, images, videos
Social Media Posting Frequency: without a schedule
Interaction: medium
Pinterest: 1K
Type of content: infographics, images
Social Media Posting Frequency: without a schedule
Interaction: low-medium
Updated Content Marketing Plan [INFORGRAPHIC]
Types of Content to create:
Video Series: Bring beginner-to-intermediate SEOs into the Semrush community providing them video series tips that focus about some interesting topics and move on to using the SEMrush tools and… paying for them.You should create a video series, re-using for example the playlist “SEMrush quick tips” in a different way. My suggestion is to submit a new video each week, where you talk about an important topic. Then create an article in the blog with the video transcription.
Here you can check an example of a really good video series made by Moz:
https://www.youtube.com/playlist?list=PL8A5C517175C28573
And here you can check the article with the video transcription:https://moz.com/blog/weird-crazy-myths-about-link-building-in-seo-you-
should-probably-ignore-whiteboard-friday
Online Course: Nowadays, especially in the Industry of SEO but also in others sectors the best courses are online (they can provide updated content and low cost to attend). Authoritative companies and bloggers like “Moz, Google, Nomadic Matt, Backlinko…” are offering a different range of courses (paid or free) this depends on the goals of the enterprise. An idea could be to make some course free to engage with the users.
An example could be: Beginner course / Introduction to SEO
Guide: The Guides are a really good ways to attract a lot of visitors and engagewith them. An initial start could be to create a Beginner Guide to SEO in different format: could be a category of the website or also in the format of an ebook for the subscribers.
Expert Roundup Posts: A properly executed roundup article can make your blog viral. Readers love experts/influencers roundups because they get insights from some of the industry’s most respected people all in one place.
Example of a piece of Content for the Article Video Series
Each week should be cool if there is an author of the SEMrush blog that made a video with interesting quick tips about SEO and Digital Marketing.
And also other idea could be to add a Influencer roundup in the article or also in the video.
The most important benefits of a video series are the following:
Engage people (as happens with the TV series);
Increase traffic in the channel video and in the website;
Interaction with users;
Leads opportunity;
Reduce the bounce rate (Especially if the user is watching the video in the article)
Create a new brand
How to distribute it:
• Social Media (Paid advertisement with direct mail list)
• Email marketing
• Influencers in the Digital Marketing Industry
Social Media Plan
Publish more owned content and sometimes external. Analyzing the page I found a lot of external content. Yes they give value to the users because some of these are interesting but doesn't help to reach the goals of the company.
Add a personalized shorter link (semrush.to/WmYr) in each post. So you can have more opportunity that an user click on it.
Don't write long description on posts. Should be descriptive and with emotional effect so you surely increase the CTR.
Make contest and ask questions. People really like it.
Paid advertising with direct mail list.
Publish more owned content and sometimes external. Analyzing the page I found a lot of external content.
Add a personalized shorter link (semrush.to/WmYr) in each post. So you can have more opportunity that an user click on it.
Use in each post hashtags (between 2-3)
Write title tweet with descriptive and emotional effect words.
Paid advertising with direct mail list.
Make contest and ask questions. People really like it.
Publish constantly with a schedule.
Interact with users when they comment.
Try to make a paid advertisement campaign and check if you can have the opportunity to increase your audience and your goals. LinkedIn is an incredible platform for professionals and engage with them.
Google+
Publish constantly with a schedule.
Publish less videos. Google+ is a discussion platform. What really work are posts and images. In the case of Semrush I suggest to share Infographics.
Don't write long description on posts. Should be descriptive and with emotional effect so you can surely increase the CTR.
Don't mentions a lot of accounts/hastags in a post.
Create collections about interesting topics like Onpage SEO, Offpage SEO, Linkbuilding etc…
Create a community. Semrush is a worldwide tool. You can create a community for each country of your interest. Or also create communities based on the language.
Youtube
Video series. As I said, nowadays people are more and more used to watch TV Series, because they engage and talk a history or focus on a specific topic.
Publish constantly with a schedule.
Think if is the right social platform for Semrush. In my opinion should compare with Pinterest and watch where are the best results. Pinterest it's incredible to for infographics and google ranking.
Publish constantly with a schedule.
Think if is the right social platform for Semrush. In my opinion should be open an account of Pinterest and compare with Instagram to watch where are the best results. Pinterest it's incredible to share infographics.
Re-organize the structure of the boards with long-tail keywords. Pinterest it's incredible power on google ranking. You can check keywords like “california dreams” or “infographics”, and…. BOOM in the second page there is a board of MASHABLE and other of Travel and Leisure.
Influencers to reach out and establish a relationship
Ann Handley
Head of Content at MarketingProfs and author of the WSJ bestseller
She write also on Entrepreneur Magazine, Huffington Post, Mashable
Twitter 359K
LinkedIn 178K
Google+ 38K
Joe Pulizzi
Founder of Content Marketing Institute. Between the best blog about Content Marketing.
Twitter 107K
LinkedIn 162K
It's important to reach these influencers because they are some of the best experts in the digital marketing industry. They have a large audience of followers due to their fantastic works published in authoritative website like Entrepreneur or the Huffington Post. They are also authors of books, Ann Handley is an author of the WSJ bestseller. They also participate as speakers on important events and conference in the Digital Marketing area.
A suggestion to use SEMrush by one of these influencers should really improve the presence on Social Media, get more traffic and finally get more subscribers to the platform because you can have the opportunity to go in front of their targeted audience.
By Aitor Cacciola
website: www.acdconsulting.net
e-mail: [email protected]
Aitor Cacciola
@aitorcacciola