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Maria Kalyadina

How to Create Awesome Content and Ensure It Is Seen #SEMrushchat Recap

The Wow-Score shows how engaging a blog post is. It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length.
Maria Kalyadina
How to Create Awesome Content and Ensure It Is Seen #SEMrushchat Recap

Despite spending hours on a great piece of content, the digital world is not always kind to content marketers. Most of the time, your content gets lost in between cat videos and memes. So, what can you do to make sure your content stands out and gets noticed to attract the right kind of traffic? Last week, Casie Gillette, Senior Director of Digital Marketing at KO Marketing, joined in on the conversation along with our other chat guests, to answer the most pressing content marketing questions. Here’s what they had to say:

Q1. What are the biggest challenges you face when creating content?

All content marketers at one point or another face challenges while creating content for their marketing efforts. Here are some of the top challenges our chat participants shared:

1. Establishing a Goal

Content cannot succeed without a purpose. It is important to identify why you need to create your content and what you need to achieve afterward. Setting a goal is crucial; is it for lead generation or is it just simply for SEO purposes? Aligning your business goals with your content strategy can get tricky, you need to ensure that the content fits with your ongoing marketing campaign.

2. Keeping it Fresh

Your audience is already inundated with a wide variety of content from various channels. To ensure that your content gets the attention it deserves, you constantly need to reinvent it and make sure you are putting out fresh and unique content, which can get extremely challenging.

3. Understanding your Target Audience

Creating fresh and unique content only works if it also delivers value to the audience that it is meant for. Therefore, it is crucial that you understand your audience to give them a fresh perspective, which is critical for the success of your content. This isn’t always easy to do and can pose a major challenge to marketers.

4. Measuring Your Content Campaign

Most marketers these days know that their content strategy should be measured, otherwise, it would be impossible to know the kind of impact that your strategy has and you know what to tweak and improve upon. The challenges lie in measuring the correct metrics with the right kind of tools so that you can get optimal results.

5. Lacking Resources

Whether it is having the right tools or the competent manpower, simply having enough time to create quality content is something that can be a challenge for marketers. It can be hard to generate quality content with the minimal resources and content editing tools that some content marketers have,.


Q2. What is intelligent content for you and which characteristics would best describe it? (or what is 'good' content)?

Well-written content doesn’t always mean ‘good’ content. Despite using numerous images and videos and formatting your content to make it visually attractive, the content you create is not always ‘intelligent.’ Here are some of the characteristics of good content:

  • It is backed with data.

  • It is created with a purpose.

  • It resonates with your target audience and adds value.

It is unique/fresh and attracts attention.

Content that successfully overcomes the challenges mentioned above, while ranking highly the SERPs is the winner.

The good news is that creating good content doesn’t have to be hard. In fact, it is doable with a variety of tools that can help you make data-based decisions. Using a tool like BuzzSumo or SEMrush can help you to analyze what will work for your business and what will not. You can also use the SEMRush Topic Research tool which can give you an overview of the content that your competition is using.

Using a combination of both tools and data, you can get a clear picture of what your target audience expects and ways to come up with a strategy to get your content to rank.


Q3. How do you use technologies to streamline your content marketing workflow (i.e.: tools, automation, etc.)?

Content marketing is not as simple as just creating a blog post. The process includes planning, strategizing, creating the content, distributing it, measuring it, and finally, if necessary, tweaking it. Unless you have a well, thought-out plan in place, and enough technology to help you to streamline this process, it can end up being a hot mess.

The #SEMrushchat community uses a variety of different tools to help them with this process. Here is what they suggest:

For Keyword Research:

Organization, Project, and Workflow Management:

  • Asana

  • Trello

  • Basecamp

  • Google Drive

Finding Relevant Content:

  • Feedly

  • Buzzsumo

Editing and Writing

  • SEMrush SEO Writing Assistant

  • Hemingway App

  • Paper Rater

Scheduling and Distributing Content

  • SEMrush Social Media Poster

  • Hootsuite

  • Tweetdeck

  • WordPress

  • Yoast Plug-In


  • Google Analytics

  • Google Trends

It’s important that you pick the tools that work for your business goals and requirements. Whatever tools you choose, they need to help you to streamline both measurements and analytics, find out which content is not performing well, and add it to the content repurposing or revision pipeline.

Quick tip: Even the best quality tools will not help if the content calendar is not planned and you don’t stick to your schedule.


Q4. How do you find external resources (media/blogs) for repurposing your content?

Repurposing your content doesn’t always mean just copying and republishing it, instead, it involves bringing more value to your user base that was not previously provided by that same content.

If the blog article you have is used for syndication opportunities on LinkedIn or Quora, it could reach an audience who is genuinely searching for it and in turn, add value.

Another way to repurpose your old content is to turn your lists into infographics and turn old content into surveys and convert articles into a Slideshare.

If analyzed carefully, your website can be the best place to look for repurposing opportunities. Although it is more fun to create new content, it can be time-consuming. Therefore, the advantages of reusing your old content far outweigh the disadvantages.

Since a lot of effort and resources are spent on each piece of content you create, it makes more sense to get the maximum benefit out of it by repurposing it to reach a larger audience base. As with any content marketing strategy, you don’t have to go into repurposing it blindly. You can simply monitor the kind of engagement the topic gets on public social media forums like Reddit, LinkedIn, Facebook, and Twitter and decide if editing and repurposing your content is right for you.

If your engagement is less, you have to think about whether or not you need to scope out a different topic or move on.


Q5. What do you consider when investing in a content marketing strategy for new versus existing customers?

Did you know that it costs five times as much to attract a new customer than to keep an existing one? Because of that, it may make more sense to focus on retaining a customer than acquiring one. However, your content marketing strategy may not always be focused on doing just that. In fact, it could involve building more brand awareness, driving new eyes to your product, and maybe even getting your audience to new channels.

Building brand reputation and authority, providing a great customer journey, and meeting expectations are all great benefits from focusing on a strategy to gain new customers. However, it should be noted that the strategy you would adopt for new and existing customers will be different from one another.

For existing customers, your strategy should involve more support and assistance geared towards product implementation, solutions, or solving industry challenges. Therefore, you should create content that answers questions such as troubleshooting guides, FAQs, product walkthroughs, etc.

For new customers, it really depends on which stage they are in during the buying journey. Typically, your strategy should cover all leads in different stages that are relevant for each one. Although it can involve time and effort, researching your new audience can give you more insights on how their evolving and changing. You can then use this data to tweak your content strategy in the future to suit those requirements.


Ultimately, the strategy you choose will depend on your business requirements and what makes the most sense for your company goals. You can always look to those who are doing an awesome job for inspiration:

Q6. How do you use social listening to fuel your content strategy?

Social listening is key to a successful content marketing strategy. It allows you to understand the pulse of your target audience, see which content they are (and aren’t) engaging with, and then, come up with the perfect strategy.

A great way to utilize social listening is to curate a set of different topics and articles to see which receives the most engagement. The topic that gets shared more can help to guide your content marketing strategy.

By listening to what your audience is actively saying on all digital channels, you can also identify the gaps in your current marketing strategy or product offerings and make the necessary tweaks to adjust it.

By doing this, you will be creating content that answers their questions and addresses the issues that they are facing, thus, adding an unexpected bit of value that will impact conversions.

Monitoring your brand mentions can also help you to get an idea of how your brand is perceived by your audience. By doing this, you can further understand whether or not your brand needs more awareness building or reputation management.


Think of social listening as live feedback for your brand and the content that you put out there. The less engagement you get, the more improvements you need to make to your strategy.

That is all for today! Make sure to join us this week to discuss “The Biggest Link Building Challenges and How to Solve Them” with special guest, Julie Joyce!

Maria Kalyadina

SEMrush employee.

Maria is the Social Media Marketing Manager at SEMrush and the host of the weekly #SEMrushchat. You can always connect with her on Facebook and follow her on Twitter!

Join the #SEMrushChat every Wednesday at 11 am ET/ 4 pm BST!
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