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How to Spice Up Your Next Content Marketing Campaign #semrushchat

Elena Terenteva
How to Spice Up Your Next Content Marketing Campaign #semrushchat

Have you invested a lot of effort into a content marketing campaign that doesn’t work?

Then this article is for you.

“Content marketing” has become a buzzword in the SEO world for two reasons: (1) Google relies on content when deciding to trust (or not to trust) trust a website and because (2) engaging content always results in natural backlinks, social media shares and increased conversion rates. It’s fair to say that a lot of companies have already  tried everything that was mentioned above, but only few succeed.

Today we’re discussing tips and tricks to spice up your content campaign with Simon Penson @simonpenson, founder and managing director of Zazzle Media @zazzlemedia, writer, speaker and content marketing expert, as well as our other SEMrush Chat participants.

Trend's that are shaping today's content marketing

Trends are vital for content marketing, because they indicate interest. People are searching for what other people are sharing, and people are sharing what digital media support with publications. Therefore if your content marketing strategy follows the latest trends, you’ll get more views and grow your audience.

Ian Lurie @portentint thinks the opposite and hopes that trends are no longer part of the content world. He encourages marketers to think more and create good stuff, instead of simply following trends.

Simon agrees that personalization is coming, but it’s still in its infancy and needs to be delivered brilliantly to work.

Omi Sido @OmiSido shared that brands are now starting to invite their followers to participate in the content creation process, which makes for a more fun experience.

With the help of our participants, we have discovered that today’s major trends in content marketing are: a data-driven approach, personalized content, photo and video content and increased mobile consumption.Content marketing trends

You should be different from your competitors, if you want to create a community that will help your brand evolve. A unique selling proposal (USP) is a key message you need to deliver, so how can you use it for your next content marketing campaign?

How should marketers align their content marketing campaign with their company's USP

It’s obvious, that crucial pieces of content should rely on brand’s USP. But first, according to Simon, you need to make sure you know everything about your niche and audience.

Ian Lurie @portentint is sure that it depends on what content means in the context. If it’s product / service information, you should make your USP as simple and clear as you can, so when a customer sees your content, they’ll decided to buy, share or leave a comment.

Simon adds that he’s always used an “audience-first” approach to content. He even has buyer personas drawn on the walls at the magazine office. Remember that buyer personas are crucial — you need to know who you’re selling to before you sell.

Tim Capper @GuideTwit offers four vital consumer intents: “I want to go,” “I want to know,” “I want to do” and “I want to buy,” so you should satisfy all of these consumer needs with your content.

All in all, to develop your company’s USP and competitive advantages, you should think about your users, solve their problems and have an editorial strategy.


The very first goal marketers try to achieve with their content is maximum exposure. The more people see your content, the more likely they are to buy your product or further engage with it. Below we discuss what and how many types of content marketers should use for maximum exposure.

Types of content marketers should use for maximum exposure

Simon is convinced that exposure starts and ends with understanding what your audience likes to consume currently, and where they find it. To understand this you should ask yourself a few questions:

  • What is your average buyer’s persona?
  • Where do they spend more time? On social media, websites, Google, etc.?
  • How do they decide if they want to buy your product? What is their trigger?

David Bain @DavidBain believes that, ideally, one type of content will do. Focus on the ideal platform on which to communicate with your customers, and focus on quality.

Bill Slawski @bill_slawski agrees: “Create content that resonates with your audience and excites them enough to share it with others. That’s the best type of content.”

Here are some types of content you may want use to increase exposure: articles, infographics, videos, podcasts, and presentations. Don’t forget to always measure your results with Google Analytics and other tools so you can determine what should be done to further improve your strategy.

Types of content

Let’s assume you’ve written a perfect piece and published it to your website. Do you know what you should do next? In this question we asked our participants to share their views on content promotion strategies.What essential steps marketers should take after they release their new content

Simon commented that designing a “campaign plan” and fleshing out your idea is key. At Zazzlemedia they made plenty of mistakes, including not getting that bit right.

Laurel Marcus @ljmarcus advises submitting a new piece to Google Search Console, sharing it via social media channels, and ensuring new content is easily discoverable on your site (i.e., links).

Tony Dimmock @Tony_DWM believes it’s logical to measure your results by monitoring clicks, shares, conversations and leads, and defining niche terminology (to add to later content).

So, after you have released new content, you should promote it by using social media channels, inbound links, banners and paid ads. Don’t forget, though, to measure your results and learn from your mistakes!Essentials steps marketers take after they release new content

Apart from the approaches mentioned thus far, there are surely a few that marketers aren’t aware of. So we asked the participants of today’s SEMrush Chat to share their lifehacks.

What are content distribution strategies

As an expert, Simon thinks content distribution is a massive area of opportunity! The key is getting the right mix to achieve your objectives. Marketers should always start with that.

Talia Wolf @TaliaGw presented some statistics: “As of March 2015, email marketing accounts for 24 percent of a business’ revenue.” The time of email marketing has come and you can benefit from it, if you configure it properly.

Ian Lurie @portentint adds that publishing repurposed material to third-party sites is also a good opportunity to gain exposure. Marketers should leverage those networks.

AJ Ghergich @SEO suggests taking these four-steps after publishing new material:

  1. Run FB ads
  2. Tweet three times in three days
  3. Email 100 influencers and everyone on your mailing list
  4. Remarket your best content

WildShark SEO @wildsharkseo recommends reaching out to those that you mention. People love being quoted and mentioned — so let them know when you do!

To summarize all these opinions, two underutilized content promotion techniques are: encouraging employees to share your content and repurposing previously existing content.

Underutulized content distribution strategies

Promotion is the key to success, but the lifespan of your content also matters! If it will be replaced by other publications too quickly, there’s a small chance an interested audience will notice that. So, are there any ways to prolong your content’s lifespan?

How to prolong the lifespan of your content marketing campaigns

Speaking about prolonging the content’s lifespan, planning is a must. Sarah Little says: “If you have all your milestones and deadlines on your calendar, there’s less opportunity something will be forgotten.”

Google Analytics is the key to tracking your results, and you can leverage it to understand: what content needs to become “evergreen” (content that is relevant at any time – guides, instructions, Wikipedia-like articles).

Another point of interest is Google’s Freshness algorithm, which considers the freshness of your content and ranks the page accordingly. With that in mind, schedule editions and refresh your content as often as possible.

Overall, to prolong the lifespan of your content, you should update it as often as possible, create more evergreen content and maintain a content promotion calendar.


It’s time to appeal to the personal experience of our participants. The next question will reveal the best campaigns they ran in 2015.

Your best marketing campaign and techniques that worked best for you in 2015

Malhar Barai @MalharBarai proudly says that he launched India’s first Blab show and grew his company’s newsletter list.

Rohan Ayyar @searchrook shares a series of infographics that his company has been releasing consistently.

So, the most compelling marketing techniques for 2015 are: using case studies, researching keywords and answering your audience’s questions.

Successful content marketing techniquesThat’s it for today!

A huge thank you to Simon Penson @simonpenson and our other SEMrush Chat participants!

Don’t forget to attend our chat next Wednesday!

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Elena Terenteva, Product Marketing Manager at SEMrush. Elena has eight years public relations and journalism experience, working as a broadcasting journalist, PR/Content manager for IT and finance companies.
Bookworm, poker player, good swimmer.
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