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href="/blog/category/marketing/content/">Content</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-eXlEPa dEBvkJ">The Ultimate Guide to Content Marketing Best Practices</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-fmciRz hfOGEl"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/dana-nicole/">Dana Nicole</a></p><span data-test="date">Nov 05, 2024</span><span data-test="time-to-read">13 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/205718513/">Christine Skopec</a>, <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/205990161/">Aida Knezevic</a>, and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/203169745/">Selina Scheumann</a></span></div><div class="sc-gKclnd jomabB sc-fIosxK ReiQc"><img src="https://static.semrush.com/blog/uploads/media/4a/f4/4af417c36a361e594dd945946bc54a4b/content-marketing-best-practices.svg" alt="Content Marketing Best Practices" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-jtXEFf jrBzsJ"><div class="sc-eldieg eYVFtH"><button class="sc-kiIyQV fqmceZ">Table of contents</button><button class="sc-kiIyQV fqmceZ"><svg aria-hidden="true" tabindex="-1" disabled="" class="___SIcon_pchrv_gg_ sc-cLpAjG cfZGuc" data-ui-name="Share" width="16" height="16" viewBox="0 0 16 16" data-name="Share" data-group="m"><path d="M11.707 1.293a1 1 0 1 0-1.414 1.414L12.586 5H7a6 6 0 0 0-6 6v3a1 1 0 1 0 2 0v-3a4 4 0 0 1 4-4h5.586l-2.293 2.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4Z" 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href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fcontent-marketing-best-practices%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22The+Ultimate+Guide+to+Content+Marketing+Best+Practices%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fcontent-marketing-best-practices%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=The Ultimate Guide to Content Marketing Best Practices%0D%0Ahttps://www.semrush.com/blog/content-marketing-best-practices/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-iFMAIt htwcNM"><p data-test="text-content" class="sc-kLwhqv deatxS sc-iqVWFU fGctPO">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-lkgTHX fnqfqY"><article class="sc-jlRLRk brDSho -table-of-content-show" data-test="article-body"><p>Content marketing involves creating and distributing assets like videos, blog posts, and photos to reach your target audience and build relationships with them. And it has many moving parts. </p><p>But you can simplify the process by following our list of content marketing best practices. </p><p>Here are 15 activities to consider using in your content marketing plan.</p><h2 id="1--analyze-your-audience">1. Analyze Your Audience</h2><p>Audience analysis helps you uncover data like <a href="https://www.semrush.com/blog/psychographic-marketing/">psychographics</a> (pain points, challenges, and desires) and demographics (age, gender, and salary) to inform which topics you cover and which types of content to create. </p><p>Use Semrush’s <a href="https://www.semrush.com/analytics/one2target/">One2Target</a> to start audience research. </p><p>Open the tool and enter up to five competitor domains. Click “<strong>Analyze</strong>.”</p><p>A report will load audience information. Click along the different tabs to view insights for demographics, socioeconomics, behavior, and audience overlap (where you can see other websites the audience visits).</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8a/30/8a30ea555b3ba91cf304b26876292f31/0115d31492e9bd1319f9d1ac90b6a34b/AD_4nXeOSRZQJLBIhcFF0fTIvey7ka-jQB5tiIUVrJGtelm0SN-BiML7STPMoX-lbx0YB8n9a7DfB40JtfOLCvMGRXLbMUGz17ruEQkzLhjDFaMiame_E0Lu33CsiU6hLe7HKJ5RMlUaDsQ72KwINT6RkUMvcGFx.webp" type="image/webp"/><img alt="demographics report shows audience age, sex, unique visitors for the domain, and users by country" data-original="https://static.semrush.com/blog/uploads/media/8a/30/8a30ea555b3ba91cf304b26876292f31/0115d31492e9bd1319f9d1ac90b6a34b/original" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8a/30/8a30ea555b3ba91cf304b26876292f31/0115d31492e9bd1319f9d1ac90b6a34b/AD_4nXeOSRZQJLBIhcFF0fTIvey7ka-jQB5tiIUVrJGtelm0SN-BiML7STPMoX-lbx0YB8n9a7DfB40JtfOLCvMGRXLbMUGz17ruEQkzLhjDFaMiame_E0Lu33CsiU6hLe7HKJ5RMlUaDsQ72KwINT6RkUMvcGFx" width="1010"/></picture></figure><p>For example, if you click the “<strong>Behavior</strong>” tab, you can see which social platforms your audience spends time on. This lets you know which social platforms to create content for.</p><p>In the example below, you can see that this audience spends the most time on YouTube. Meaning it might be a good idea to create videos for this audience.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a5/7c/a57cfbfd80f211bd78cfa0f58fd3bbf8/541a6ce78f18495b9c6b2ec34556a9a2/AD_4nXegR2if_BXm740cV8AA3Jrok30ZOV0L44AAM8JRBZEOPVNt1vwRstzKp-tJDlnRGyr_f_7XzPkq92ZHo73iR1yVUQer_HC4s3ZAR1nJ8CVFdq3ZUctqm2USMVzxcG8M5rRRab5Yas42H1h7GJK2noQQ3kBC.webp" type="image/webp"/><img alt="behavior report shows interest, desktop vs mobile usage, and preferred social media platforms" data-original="https://static.semrush.com/blog/uploads/media/a5/7c/a57cfbfd80f211bd78cfa0f58fd3bbf8/541a6ce78f18495b9c6b2ec34556a9a2/original" height="1490" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a5/7c/a57cfbfd80f211bd78cfa0f58fd3bbf8/541a6ce78f18495b9c6b2ec34556a9a2/AD_4nXegR2if_BXm740cV8AA3Jrok30ZOV0L44AAM8JRBZEOPVNt1vwRstzKp-tJDlnRGyr_f_7XzPkq92ZHo73iR1yVUQer_HC4s3ZAR1nJ8CVFdq3ZUctqm2USMVzxcG8M5rRRab5Yas42H1h7GJK2noQQ3kBC" width="1010"/></picture></figure><p>Then, head to the <a href="https://www.semrush.com/apps/audience-intelligence/">Audience Intelligence</a> app for even more audience insights.</p><p>Once in the app, name your report and add an X (formerly Twitter) handle for a competitor to analyze their followers. And click “<strong>Create new report</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/77/9f/779fd6b70c386bc8f276a646c79d700d/fbbfbce11374bcde9915d615444b9ed6/AD_4nXeXF_Zn-fWKjRU_9_g_2rZZYBfS-nv5VGjVcEajTazbLqCWONwAyrDEll1E_jd1x9cyc3SszIeEuePj-jzCoiVByrnMWYpMytNXiwHB6oAGqBEYlQ0U5FIqhD4OAEfzAZXO2AcR6t1IoSJleo3p_joV_s4m.webp" type="image/webp"/><img alt="create new report screen" data-original="https://static.semrush.com/blog/uploads/media/77/9f/779fd6b70c386bc8f276a646c79d700d/fbbfbce11374bcde9915d615444b9ed6/original" height="1095" loading="lazy" src="https://static.semrush.com/blog/uploads/media/77/9f/779fd6b70c386bc8f276a646c79d700d/fbbfbce11374bcde9915d615444b9ed6/AD_4nXeXF_Zn-fWKjRU_9_g_2rZZYBfS-nv5VGjVcEajTazbLqCWONwAyrDEll1E_jd1x9cyc3SszIeEuePj-jzCoiVByrnMWYpMytNXiwHB6oAGqBEYlQ0U5FIqhD4OAEfzAZXO2AcR6t1IoSJleo3p_joV_s4m" width="1010"/></picture></figure><p>You’ll then be able to see an overview of the audience. Which includes demographic information, their favorite brands, etc.</p><p>Click “<strong>See all sources</strong>” in the “Top content sources” widget. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/72/fb/72fb0efdc977689f905031afb4bbbe2f/729bc69f2864b3f8d3d367dee388e5cd/AD_4nXeWfi74neLLBJv8rpDWFrtyA_J-yCz-jwJ1AttQHJm8vdx10PKRGbhzWqrZ0JiBfiUReaVUOUhR2wt9G3iij2DxvX8bkh_O1K_1iq6PfZyil7LL481nTWBgp7W0EtbnT--tyjtR0K2WO_OaeQ5QLuYu8nkm.webp" type="image/webp"/><img alt="navigation to see all content sources" data-original="https://static.semrush.com/blog/uploads/media/72/fb/72fb0efdc977689f905031afb4bbbe2f/729bc69f2864b3f8d3d367dee388e5cd/original" height="1000" loading="lazy" src="https://static.semrush.com/blog/uploads/media/72/fb/72fb0efdc977689f905031afb4bbbe2f/729bc69f2864b3f8d3d367dee388e5cd/AD_4nXeWfi74neLLBJv8rpDWFrtyA_J-yCz-jwJ1AttQHJm8vdx10PKRGbhzWqrZ0JiBfiUReaVUOUhR2wt9G3iij2DxvX8bkh_O1K_1iq6PfZyil7LL481nTWBgp7W0EtbnT--tyjtR0K2WO_OaeQ5QLuYu8nkm" width="1010"/></picture></figure><p>This report reveals the content your audience posts. Like the hashtags they use and the websites they frequently share.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fd/29/fd297c29fd6d0d34956bf9629f593274/b4dec47d78e615529a802d3aae6c2d0a/AD_4nXfjRJwd3V7XrwQwWXyyiiY8EvIg_5-Ghu-u-dtrpuLEtM7UKdfjPwneJmtf3AWN6kDKtMj8BwwZr5qtj5-gBnrmuVx7XxV8vIwD4JGP0YBijPHu3k8deVQa8zOxonhT_sx1xr2VsFNl4tB7pleULGZLqsqn.webp" type="image/webp"/><img alt="this report shows domains visited, hashtags used, mentioned users, links, keywords, posts, emojis, and media formats." data-original="https://static.semrush.com/blog/uploads/media/fd/29/fd297c29fd6d0d34956bf9629f593274/b4dec47d78e615529a802d3aae6c2d0a/original" height="738" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fd/29/fd297c29fd6d0d34956bf9629f593274/b4dec47d78e615529a802d3aae6c2d0a/AD_4nXfjRJwd3V7XrwQwWXyyiiY8EvIg_5-Ghu-u-dtrpuLEtM7UKdfjPwneJmtf3AWN6kDKtMj8BwwZr5qtj5-gBnrmuVx7XxV8vIwD4JGP0YBijPHu3k8deVQa8zOxonhT_sx1xr2VsFNl4tB7pleULGZLqsqn" width="1010"/></picture></figure><p>Use this information to ideate topics for your own content that your audience is likely to be interested in.</p><h2 id="2--review-your-competitors">2. Review Your Competitors</h2><p>Analyzing your competitors’ content strategies helps you spot what may be working for them, which can inspire your own strategy.</p><p>You can review your competitors’ social media content by heading to their social profiles and examining each post. </p><p>Look for engagement such as likes, comments, and shares. And make a note of the topics and content formats (such as videos, carousel posts, etc.) that receive the most interaction.</p><p>Then, use Semrush’s <a href="https://www.semrush.com/analytics/keywordgap/">Keyword Gap</a> tool to see which keywords your competitors rank for but you don’t.</p><p>Open the tool and enter your domain and those of up to four competitors. Adjust the country if needed and click “<strong>Compare</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/4d/04/4d046f5ebf89ee4cae9f415760687a94/bc46535f8c928f8c92dcdbe0f6d01bbe/AD_4nXfi4yV12-Yc0cZZP-MbgbrSLRzrhRtNs4PORgONYf24Ub5aBLJ6ir1HOQU6iSTEpiDUJn0OkWgAfeyHbqgwcdTdivMygkA5FJu6A5di4e6hlL2-EmhVcszVt0Ns4sXgt2gTtWBMPOVVPPlERcVvlHfLTjs.webp" type="image/webp"/><img alt="competitors entered into tool" data-original="https://static.semrush.com/blog/uploads/media/4d/04/4d046f5ebf89ee4cae9f415760687a94/bc46535f8c928f8c92dcdbe0f6d01bbe/original" height="974" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4d/04/4d046f5ebf89ee4cae9f415760687a94/bc46535f8c928f8c92dcdbe0f6d01bbe/AD_4nXfi4yV12-Yc0cZZP-MbgbrSLRzrhRtNs4PORgONYf24Ub5aBLJ6ir1HOQU6iSTEpiDUJn0OkWgAfeyHbqgwcdTdivMygkA5FJu6A5di4e6hlL2-EmhVcszVt0Ns4sXgt2gTtWBMPOVVPPlERcVvlHfLTjs" width="1010"/></picture></figure><p>Scroll to the keyword table and click “<strong>Untapped</strong>.” This shows you all the keywords you don’t rank for but at least one of your competitors does.</p><p>Also, click “<strong>Missing</strong>” to view the keywords you don’t rank for but all your competitors do.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/90/47/9047dd8e6c344dabb87e32971766f415/acdab231908ab2a7a7780781a95cd3e4/AD_4nXfrtohA8AsKQMDMs-1h0ROXYnyWYZenEeDAeOR4dX3k7JI_BdS05nQ0sVszkZkjwJiQyT4UwiSGkdfHx_WxuCuahx1zNshvPoviWXw0dMtP5PeQOd9pjZ6b4cbWxyXa6NMx3w-GuSmakfGLkWWnbJr7Rmar.webp" type="image/webp"/><img alt="missing and untapped keywords highlighted" data-original="https://static.semrush.com/blog/uploads/media/90/47/9047dd8e6c344dabb87e32971766f415/acdab231908ab2a7a7780781a95cd3e4/original" height="646" loading="lazy" src="https://static.semrush.com/blog/uploads/media/90/47/9047dd8e6c344dabb87e32971766f415/acdab231908ab2a7a7780781a95cd3e4/AD_4nXfrtohA8AsKQMDMs-1h0ROXYnyWYZenEeDAeOR4dX3k7JI_BdS05nQ0sVszkZkjwJiQyT4UwiSGkdfHx_WxuCuahx1zNshvPoviWXw0dMtP5PeQOd9pjZ6b4cbWxyXa6NMx3w-GuSmakfGLkWWnbJr7Rmar" width="1010"/></picture></figure><p>You might want to <a href="https://www.semrush.com/blog/how-to-write-a-blog-post/">write blog posts</a> about or create other pages for these keywords. To compete with your rivals in search results.</p><h2 id="3--define-your-messaging">3. Define Your Messaging</h2><p>Your messaging is how you communicate what your audience should know about your company and encompasses elements like your <a href="https://www.semrush.com/goodcontent/content-marketing-blog/brand-voice/">brand voice</a>, core values, and what sets you apart from your competitors.</p><p>And defining your messaging sets the foundation for how you’ll communicate with your audience across all platforms and pieces of content.</p><p>For example, this Nike page lists making sport accessible as one of their core values. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/88/14/8814aba372175855d802b8be70390480/5ae44f3f98897a546c0efe1e3c588320/AD_4nXenLU5Dz_mz_LMcEcpZznjn7xJfnl2NGqXi-JurKyq9NWoH4D3z4XhgYHsNp8JD_FwNqBAd467HSWp2AYWlGIg6xGll0ZSVZokJi38OizO1GMkszZXO4VOZ37dFTEfMDPb-4wrj1RnRefijmI1OdcvhPk8.webp" type="image/webp"/><img alt="Nike's page says "moving forward together" and the purpose is "to move the world forward through the power of sport."" data-original="https://static.semrush.com/blog/uploads/media/88/14/8814aba372175855d802b8be70390480/5ae44f3f98897a546c0efe1e3c588320/original" height="895" loading="lazy" src="https://static.semrush.com/blog/uploads/media/88/14/8814aba372175855d802b8be70390480/5ae44f3f98897a546c0efe1e3c588320/AD_4nXenLU5Dz_mz_LMcEcpZznjn7xJfnl2NGqXi-JurKyq9NWoH4D3z4XhgYHsNp8JD_FwNqBAd467HSWp2AYWlGIg6xGll0ZSVZokJi38OizO1GMkszZXO4VOZ37dFTEfMDPb-4wrj1RnRefijmI1OdcvhPk8" width="1010"/></picture></figure><p>And they’ve built that value into their messaging that they use across their content strategy. Like in this Instagram post that highlights players from the Paris Paralympics. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/bd/a9/bda995300e9238f5b89cc42e9fcd5eb2/6dcdb59f915fee980f27ecca4e7054b4/AD_4nXeIPxBg8IASy7XwiWl9SqPhbkKcvAXRxfLwld-UCTzkEK818X3RpnSrtJQ0W-S6yuI9fInEYFXTERnrQ953d_0QqmgS5pt_HQuYgPCXGEHp6UxmPt9093_gP8FI0bNkRPFqKZBvbtNGrm6MkZvm_8FwcWo.webp" type="image/webp"/><img alt="nike instagram post shows a tennis player in action" data-original="https://static.semrush.com/blog/uploads/media/bd/a9/bda995300e9238f5b89cc42e9fcd5eb2/6dcdb59f915fee980f27ecca4e7054b4/original" height="1176" loading="lazy" src="https://static.semrush.com/blog/uploads/media/bd/a9/bda995300e9238f5b89cc42e9fcd5eb2/6dcdb59f915fee980f27ecca4e7054b4/AD_4nXeIPxBg8IASy7XwiWl9SqPhbkKcvAXRxfLwld-UCTzkEK818X3RpnSrtJQ0W-S6yuI9fInEYFXTERnrQ953d_0QqmgS5pt_HQuYgPCXGEHp6UxmPt9093_gP8FI0bNkRPFqKZBvbtNGrm6MkZvm_8FwcWo" width="1010"/></picture></figure><p>Or this free PDF that helps hijab-wearing athletes and teammates create a respectable and fun environment for everyone.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/f5/76/f5761ad51160433b87cf18453263d2a6/b911a26ecc8ff54f04ae557a5a85537f/AD_4nXeA3R2L8DOuwJ41y3K_hSz0MII0MwSIsK607sHKeUpSKqlh-btK6wxHT22g3g75NuxN_UBIPmvazPkd2QpadeWVg4P02OzI51pT4wlAyr-HQyqt5zP76JD7SxM5rgYrwXMw9LQsrJcNR-H2Uy9E0wiP48iJ.webp" type="image/webp"/><img alt="Nike pdf content reflects content marketing strategy" data-original="https://static.semrush.com/blog/uploads/media/f5/76/f5761ad51160433b87cf18453263d2a6/b911a26ecc8ff54f04ae557a5a85537f/original" height="873" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f5/76/f5761ad51160433b87cf18453263d2a6/b911a26ecc8ff54f04ae557a5a85537f/AD_4nXeA3R2L8DOuwJ41y3K_hSz0MII0MwSIsK607sHKeUpSKqlh-btK6wxHT22g3g75NuxN_UBIPmvazPkd2QpadeWVg4P02OzI51pT4wlAyr-HQyqt5zP76JD7SxM5rgYrwXMw9LQsrJcNR-H2Uy9E0wiP48iJ" width="1010"/></picture></figure><p>So, refine your messaging to make it easier to come up with—and execute—content ideas.</p><p>Here are a few tips to define your messaging:</p><ol> <li>Identify the core values that reflect your brand and resonate with your audience</li> <li>Understand your audience's needs, desires, and pain points (this should be easy if you’ve already analyzed your audience)</li> <li><a href="https://www.semrush.com/blog/what-is-a-value-proposition/">Write a value proposition</a> (a statement that describes the benefit of buying your products or services) that sets you apart from competitors</li> <li>Establish a distinct and consistent voice</li></ol><h2 id="4--set-goals-and-kpis">4. Set Goals and KPIs</h2><p>Setting goals provides a roadmap for your content marketing efforts and guides you in choosing key performance indicators (KPIs) that will help you track progress toward those goals.</p><p>KPIs are specific metrics that indicate whether you’re on track to meet your objectives.</p><p>For example, if your goal is related to increasing brand awareness, a relevant KPI would be daily sessions for your website. And you can review your website analytics regularly to see if you’re reaching a number that aligns with your specific goal. </p><p>Here are some tips for defining goals and KPIs:</p><ul> <li>Set goals that are aligned with your company’s broader objectives</li> <li>Take your budget into consideration to help you set realistic goals</li> <li>Research industry benchmarks if you’re unsure what numbers to aim for</li></ul><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/content-marketing-metrics/"><em>14 Content Marketing Metrics to Track for Success</em></a></p><h2 id="5--build-a-dedicated-content-team">5. Build a Dedicated Content Team</h2><p>A dedicated content team that splits up tasks among experts in different areas helps you grow and scale your strategy faster.</p><p>The roles you add to your content team depend on your goals and overall content strategy. </p><p>But most content marketing teams have one to three specialists/roles, according to our <a href="https://www.semrush.com/goodcontent/state-of-content-marketing/report/">State of Content Marketing</a> report.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/98/dd/98dd4dc73222f54964cc350096a6ea76/cfb0ebe97d741cb6021be6c8055f5da6/AD_4nXelmibznoI-vrINNkNJfh1s9uU_txYK5T8Of5fu3xOopvoyj--Ho8Z2y86UrPOlCILiMAoWoTUqcgba4Po2xyJtRZ-YzgR9yAI9Vh0cWCN4c9-GSrb0ebZv1Nd8MIowyVHy2yI7Fr0BdVUDtBIrYTvAm4rM.webp" type="image/webp"/><img alt="36% of content marketing teams surveyed have 1-3 specialists with 25% having 4-10" data-original="https://static.semrush.com/blog/uploads/media/98/dd/98dd4dc73222f54964cc350096a6ea76/cfb0ebe97d741cb6021be6c8055f5da6/original" height="703" loading="lazy" src="https://static.semrush.com/blog/uploads/media/98/dd/98dd4dc73222f54964cc350096a6ea76/cfb0ebe97d741cb6021be6c8055f5da6/AD_4nXelmibznoI-vrINNkNJfh1s9uU_txYK5T8Of5fu3xOopvoyj--Ho8Z2y86UrPOlCILiMAoWoTUqcgba4Po2xyJtRZ-YzgR9yAI9Vh0cWCN4c9-GSrb0ebZv1Nd8MIowyVHy2yI7Fr0BdVUDtBIrYTvAm4rM" width="1010"/></picture></figure><p>Our research also found that the most common in-house specialists were marketing managers, writers/content creators, and social media managers.</p><p>Other common roles for content marketing teams include:</p><ul> <li>Content marketing manager</li> <li>Content marketing strategist</li> <li>SEO specialist</li> <li>Head of content marketing</li> <li>Designer</li> <li>Web developer</li> <li>Email marketing specialist</li> <li>Data scientist</li></ul><p>These roles can remain in-house. Or, you can outsource to agencies and freelancers to fill any gaps. </p><p><a href="https://www.semrush.com/blog/reasons-to-outsource-marketing/">Outsourcing marketing</a> activities related to content can save time, money, and let you tap into expertise that in-house employees may lack.</p><p>Ask yourself these questions if you’re unsure whether you should outsource or hire in-house for certain roles:</p><ul> <li>Do we have the budget for an in-house role?</li> <li>Do we have the internal expertise and bandwidth to manage this role in-house?</li> <li>Do we need a high level of direct control over this role's day-to-day tasks?</li> <li>Does this role rely on proprietary information or internal processes that could be difficult for external hires to access?</li> <li>Will this person have a consistent workload?</li></ul><h2 id="6--incorporate-user-generated-content">6. Incorporate User-Generated Content</h2><p><a href="https://www.semrush.com/blog/user-generated-content/">User-generated content</a> (UGC) is any content created by your customers or other contributors, and it adds to your content efforts without requiring additional work.</p><p>Here’s an example of UGC on Instagram (you can tell this is likely UGC because Apple credited the photo to someone else):</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8a/1f/8a1f4b7a6618912055efa9edd887c01d/b7a34512d9cef3dbbf31744dd56f5738/AD_4nXeo2HNjT4qPgA0Oa7eRs1kP-_vTm1DAXgB7xdPTABezzk57DjzVH1rP_K1NUoFKN-Uc27Pz-2wzOORDVO-6kaetdYsWhWYv4fWXdRWn4qNEZmMDzcwqRZO2xHP1Y-YPKRMDNWMBeixtTvL6A5Zq6MjsYWcb.webp" type="image/webp"/><img alt="apple ugc content shows a photo of a boardwalk at sunset with large bubbles floating through the air. which was captured with an iphone" data-original="https://static.semrush.com/blog/uploads/media/8a/1f/8a1f4b7a6618912055efa9edd887c01d/b7a34512d9cef3dbbf31744dd56f5738/original" height="1173" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8a/1f/8a1f4b7a6618912055efa9edd887c01d/b7a34512d9cef3dbbf31744dd56f5738/AD_4nXeo2HNjT4qPgA0Oa7eRs1kP-_vTm1DAXgB7xdPTABezzk57DjzVH1rP_K1NUoFKN-Uc27Pz-2wzOORDVO-6kaetdYsWhWYv4fWXdRWn4qNEZmMDzcwqRZO2xHP1Y-YPKRMDNWMBeixtTvL6A5Zq6MjsYWcb" width="1010"/></picture></figure><p>Some examples of UGC include:</p><ul> <li>Testimonials (written or video)</li> <li>Blog articles that mention your product or service</li> <li>Videos and photos that showcase your product or service (like unboxingings or video tutorials)</li> <li>Podcast episodes talking about your product or service</li></ul><p>You can collect UGC with a tool like <a href="https://www.semrush.com/apps/brand-monitoring/">Brand Monitoring</a>.</p><p>After <a href="https://www.semrush.com/kb/1266-brand-monitoring-app">configuring the tool</a>, you’ll get notified anytime someone uses your brand name or branded terms across the web. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/2f/9c/2f9c20119751af362dad68145929927e/88691802d06fce851c078ca1de70891a/AD_4nXfNS-IaVE5hxiArixOfrtHBNCh6cqP_y5WG1q6kC79VmdfMNp9Kc8a2RQYKkbZ43OJhXgDC2M611FpVMqPp_Bcv9dUoxr0EuhNdHus2Gxcc_WzPxhGKcTAF3SEFKwIXN8hbMdeP68bsa8SXSaIWBkkeIcUc.webp" type="image/webp"/><img alt="brand mentions filtered for positive sentiment and blog posts as a source" data-original="https://static.semrush.com/blog/uploads/media/2f/9c/2f9c20119751af362dad68145929927e/88691802d06fce851c078ca1de70891a/original" height="921" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2f/9c/2f9c20119751af362dad68145929927e/88691802d06fce851c078ca1de70891a/AD_4nXfNS-IaVE5hxiArixOfrtHBNCh6cqP_y5WG1q6kC79VmdfMNp9Kc8a2RQYKkbZ43OJhXgDC2M611FpVMqPp_Bcv9dUoxr0EuhNdHus2Gxcc_WzPxhGKcTAF3SEFKwIXN8hbMdeP68bsa8SXSaIWBkkeIcUc" width="1010"/></picture></figure><p>Look for blog posts/articles that mention your brand or products. And ask if you have permission to reuse their content for your own marketing purposes.</p><h2 id="7--perform-keyword-research">7. Perform Keyword Research</h2><p><a href="https://www.semrush.com/blog/keyword-research/">Keyword research</a> is a process that involves finding queries relevant to your brand that your target audience types into search engines, and creating content around those terms can help you rank, gain traffic, and even convert users. </p><p>Find keywords using the <a href="https://www.semrush.com/analytics/keywordmagic/">Keyword Magic Tool</a>. </p><p>Start by entering a broad keyword related to your business. Then, enter your domain (for personalized recommendations), adjust the country (optional), and click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/7a/7b/7a7bbf18a15811df5cc0ad62bb9aa385/67f3ea93224e23fdb195d67fcc14bfc5/AD_4nXcShf1fGbV1G4ycxtVtvDkZGsuSUIcKuAO74asQ-412R3nYI9A9nlQB0ZErUmr82CJfLNajGvO1IuGSPVLpX0ZEMU4k8OypvDsDpIMMlPby8oHVW2FVA__Z42u7xx8OKYL5BRy12AoIDuhSFnENOBv6XN97.webp" type="image/webp"/><img alt="keyword and domain entered into tool" data-original="https://static.semrush.com/blog/uploads/media/7a/7b/7a7bbf18a15811df5cc0ad62bb9aa385/67f3ea93224e23fdb195d67fcc14bfc5/original" height="616" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7a/7b/7a7bbf18a15811df5cc0ad62bb9aa385/67f3ea93224e23fdb195d67fcc14bfc5/AD_4nXcShf1fGbV1G4ycxtVtvDkZGsuSUIcKuAO74asQ-412R3nYI9A9nlQB0ZErUmr82CJfLNajGvO1IuGSPVLpX0ZEMU4k8OypvDsDpIMMlPby8oHVW2FVA__Z42u7xx8OKYL5BRy12AoIDuhSFnENOBv6XN97" width="1010"/></picture></figure><p>The tool will pull up a list of relevant keywords. There will be numbers beside individual keywords noting your position in the <a href="https://www.semrush.com/blog/serp/">search engine results pages</a> (SERPs) if your site is already ranking for that keyword. </p><p>You’ll also get data like each keyword's Personal Keyword Difficulty (PKD %) score—how difficult it is for your specific site to rank in the top 10 results for each keyword. </p><p>So, look for keywords with lower Personal Keyword Difficulty percentages. As those are likely easier to rank for.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/44/55/4455f55ae653ce560e5361ea77b6efe8/829d92280f094e1787ab6bb9aa753f27/AD_4nXeHRU2xgKZ414zhGHHnkhVdAjqRWGrmVtPuPtUUqI62Jb6WqtDxhO5mW1cc9LrUh1nE-nTThIN1jisqOYzCJvzXePf4peVkoUFa553QpEBK4mkJvHgYElKyUERWzYIKwNIYr5kfNsjuiBXXsiFU8tN9OPQ.webp" type="image/webp"/><img alt="pkd column highlighted showing this domain should have an easier time ranking for these keywords" data-original="https://static.semrush.com/blog/uploads/media/44/55/4455f55ae653ce560e5361ea77b6efe8/829d92280f094e1787ab6bb9aa753f27/original" height="940" loading="lazy" src="https://static.semrush.com/blog/uploads/media/44/55/4455f55ae653ce560e5361ea77b6efe8/829d92280f094e1787ab6bb9aa753f27/AD_4nXeHRU2xgKZ414zhGHHnkhVdAjqRWGrmVtPuPtUUqI62Jb6WqtDxhO5mW1cc9LrUh1nE-nTThIN1jisqOYzCJvzXePf4peVkoUFa553QpEBK4mkJvHgYElKyUERWzYIKwNIYr5kfNsjuiBXXsiFU8tN9OPQ" width="1010"/></picture></figure><p>You should also pay attention to the keyword’s volume (its number of monthly searches). And its <a href="https://www.semrush.com/blog/search-intent/">search intent</a>—the reason someone searches that query.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/53/b0/53b05c3f8dc032bf420ca4b755bd520f/2643a4f1a327956b22ff42df1be3e725/AD_4nXey9tUh46grD4OrFrg4vZbe0UF8kzNnqRtHOUGgBJlslKUx6lrNb8n0Jj5yVZyWBpJGRpe9el0juA7VBTIkZYBiOYWS66pcAz9qLFwjSFs3lBC9OGC7xdPb4GcnTfnCa-UiAD-I-6O9_V339yzO0AiyTU7m.webp" type="image/webp"/><img alt="intent and volume columns highlighted" data-original="https://static.semrush.com/blog/uploads/media/53/b0/53b05c3f8dc032bf420ca4b755bd520f/2643a4f1a327956b22ff42df1be3e725/original" height="940" loading="lazy" src="https://static.semrush.com/blog/uploads/media/53/b0/53b05c3f8dc032bf420ca4b755bd520f/2643a4f1a327956b22ff42df1be3e725/AD_4nXey9tUh46grD4OrFrg4vZbe0UF8kzNnqRtHOUGgBJlslKUx6lrNb8n0Jj5yVZyWBpJGRpe9el0juA7VBTIkZYBiOYWS66pcAz9qLFwjSFs3lBC9OGC7xdPb4GcnTfnCa-UiAD-I-6O9_V339yzO0AiyTU7m" width="1010"/></picture></figure><p>When you find a keyword you’d like to use, hover over the “<strong>+</strong>”sign and click the hamburger menu. This opens a widget where you can add keywords to lists. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ad/a9/ada97a862c974357d9bfe52348c68110/b6a431e5267542712f7345b0f13a6925/AD_4nXc8sparb5HjyQBpkmUYFh0noYJygmjiC6-fQOSWmClurKqv2pIu8zYPqJpkozMQLFhRpOzkmXaHMf8ntsQAmTGYuVfIUNsu8yb2OVBECrDp_XPa6JENNEBLUh9bEOrj4y_hsDaSc-jZhma-UjJXxFcE5EXA.webp" type="image/webp"/><img alt="add to keyword list button highlighted to the left of the keyword" data-original="https://static.semrush.com/blog/uploads/media/ad/a9/ada97a862c974357d9bfe52348c68110/b6a431e5267542712f7345b0f13a6925/original" height="1165" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ad/a9/ada97a862c974357d9bfe52348c68110/b6a431e5267542712f7345b0f13a6925/AD_4nXc8sparb5HjyQBpkmUYFh0noYJygmjiC6-fQOSWmClurKqv2pIu8zYPqJpkozMQLFhRpOzkmXaHMf8ntsQAmTGYuVfIUNsu8yb2OVBECrDp_XPa6JENNEBLUh9bEOrj4y_hsDaSc-jZhma-UjJXxFcE5EXA" width="1010"/></picture></figure><p>Creating lists helps you and your team organize keywords for later reference. </p><p>For example, you can create a list of potential keywords for your SEO specialist to review. </p><div></div><h2 id="8--strengthen-your-site’s-on-page-seo">8. Strengthen Your Site’s On-Page SEO</h2><p><a href="https://www.semrush.com/blog/on-page-seo/">On-page SEO</a> refers to the activities you perform on webpages to help them rank higher in SERPs.</p><p>It includes techniques like:</p><ul> <li>Using keywords in URLs</li> <li>Writing keyword-rich <a href="https://www.semrush.com/blog/title-tag/">title tags</a> (HTML that specifies your webpage titles)</li> <li>Adding internal links (links to other pages on your site) and external links (links to other sites) in content</li> <li>Writing unique and informative content</li></ul><p>Use the <a href="https://www.semrush.com/on-page-seo-checker/">On Page SEO Checker</a> to get a detailed analysis of your site’s on-page SEO, so you know what to improve. </p><p>After <a href="https://www.semrush.com/kb/563-configuring-on-page-seo-checker">configuring the tool</a>, go to the “<strong>Optimization Ideas</strong>” tab and click the blue “<strong># ideas</strong>” button beside a page you want to optimize for more details.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ab/a8/aba87553c5e374d0c2bb1a1f1bb0f767/3a82316139a4a92a2f98c0ff9e835af7/AD_4nXf-es2GES4zVhSMOgjh1iu8qCDa2u2Zpg9Hel0x3ePM0eXpBy-Yk0k23TTcpCLC1OsKTxaA0cT_pF6vZawjVnWoRmktBnydP2L4uPZHuiMJagHDOBarpG4nok5Bhv49eqd0oCBfTiSyfQOCRGvRoqtXnUQQ.webp" type="image/webp"/><img alt="ideas button highlighted" data-original="https://static.semrush.com/blog/uploads/media/ab/a8/aba87553c5e374d0c2bb1a1f1bb0f767/3a82316139a4a92a2f98c0ff9e835af7/original" height="779" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ab/a8/aba87553c5e374d0c2bb1a1f1bb0f767/3a82316139a4a92a2f98c0ff9e835af7/AD_4nXf-es2GES4zVhSMOgjh1iu8qCDa2u2Zpg9Hel0x3ePM0eXpBy-Yk0k23TTcpCLC1OsKTxaA0cT_pF6vZawjVnWoRmktBnydP2L4uPZHuiMJagHDOBarpG4nok5Bhv49eqd0oCBfTiSyfQOCRGvRoqtXnUQQ" width="1010"/></picture></figure><p>You’ll get a report with suggested fixes. Such as improving your SEO strategy by targeting the right keywords for the page.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/98/7e/987e7cb3d57ccc1ef20db7f48049ab2c/7d3032327c0e23566a5dc29ea28a0864/AD_4nXcbVgHP4wKc2uS1lC8rDr0_XxXXY_P0iowTetshtMwp5JuKXnCB-xBCBmU4wYlAXXsaVaJi9NUQCisDCpSESwZj1BYz8XZPjYLQDhQo-lSgH2Hf6yXijQOqEDcnWCOHfFnVe390aM1LPERHUQkWOVCbk80.webp" type="image/webp"/><img alt="content marketing strategy idea highlighted" data-original="https://static.semrush.com/blog/uploads/media/98/7e/987e7cb3d57ccc1ef20db7f48049ab2c/7d3032327c0e23566a5dc29ea28a0864/original" height="826" loading="lazy" src="https://static.semrush.com/blog/uploads/media/98/7e/987e7cb3d57ccc1ef20db7f48049ab2c/7d3032327c0e23566a5dc29ea28a0864/AD_4nXcbVgHP4wKc2uS1lC8rDr0_XxXXY_P0iowTetshtMwp5JuKXnCB-xBCBmU4wYlAXXsaVaJi9NUQCisDCpSESwZj1BYz8XZPjYLQDhQo-lSgH2Hf6yXijQOqEDcnWCOHfFnVe390aM1LPERHUQkWOVCbk80" width="1010"/></picture></figure><p>Go through and apply each suggestion for all pages listed.</p><h2 id="9--target-all-stages-of-the-marketing-funnel">9. Target All Stages of the Marketing Funnel</h2><p>A <a href="https://www.semrush.com/blog/marketing-funnel/">marketing funnel</a> simplifies the <a href="https://www.semrush.com/blog/customer-journey/">customer journey</a> (the steps someone takes to turn into a loyal customer) and helps marketing teams understand the necessary content for each stage. </p><p>Content marketing funnels contain three sections: top of the funnel (ToFu), middle of the funnel (MoFu), and bottom of the funnel (BoFu).</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d4/ca/d4ca5c981d1673a6722790b497fd3350/2dfe7db60aeff39f2997e5f3327381af/AD_4nXf0RqCXE4ZVQ7ke-ftgTclnVwgK0OyC6vIUdyDEH61ROgEWGjIkQ_CjdrWUNTkJoajXpCgMp5XaWL6EwqCkG4QJcsAx2GQpyermhYP1F_N7VbLx8jumC4EX4spL0Y2gH-VEqQv3ZigABvcDIUdXkYUIwXy6.webp" type="image/webp"/><img alt="top of funnel means people become aware of the problem you can solve. middle means prospects want a solution and consider their options. bottom means prospects decide on a solution and become customers" data-original="https://static.semrush.com/blog/uploads/media/d4/ca/d4ca5c981d1673a6722790b497fd3350/2dfe7db60aeff39f2997e5f3327381af/original" height="1006" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d4/ca/d4ca5c981d1673a6722790b497fd3350/2dfe7db60aeff39f2997e5f3327381af/AD_4nXf0RqCXE4ZVQ7ke-ftgTclnVwgK0OyC6vIUdyDEH61ROgEWGjIkQ_CjdrWUNTkJoajXpCgMp5XaWL6EwqCkG4QJcsAx2GQpyermhYP1F_N7VbLx8jumC4EX4spL0Y2gH-VEqQv3ZigABvcDIUdXkYUIwXy6" width="1010"/></picture></figure><p>And you should have plenty of content for each stage to ensure you’re reaching all potential customers and speaking to them where they are. </p><p>Here’s an example of what the buyer’s journey could look like for someone who wants to cover windows in their home—and some content ideas for each stage:</p><ol> <li><strong>ToFu</strong>: They Google “window covering ideas” to get inspiration. While searching, they come across a blog post from a company that sells peel-and-stick window privacy film.</li> <li><strong>MoFu</strong>: They follow the company on Instagram where they see UGC showing different types of privacy films in people’s homes</li> <li><strong>MoFu</strong>: They check out the company’s YouTube channel and come across how-to tutorials showcasing ease of use</li> <li><strong>BoFu</strong>: They see a customer testimonial posted to Instagram and decide to buy the product</li></ol><p>The above example is a simple buyer’s journey with different types of content for each stage. </p><p>Real-life journeys typically have many more steps. And some people might stay in certain stages longer than others or even revisit past stages. </p><p>An easy way to determine what content goes in which stage is to use the <a href="https://www.semrush.com/analytics/keywordmagic/">Keyword Magic Tool</a>.</p><p>Open the tool, enter a broad keyword, and click “<strong>Search</strong>.”</p><p>Go through the keywords and pay attention to the “Intent” column.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/c8/49/c8492f78faf073ee0d3e565db79bbb99/4fe643cecfaf7035c575b93f96475a06/AD_4nXcbybbZYbc4RKsuUUAparYpnokj4sR2iWXV39BOvP_v29m6lVYRQIP6Gg8PpQivit6q3sS6MDjH3GFI2qkaEUMto8XfVrCCLiWqgOJ0HKQFG2yEwEMU2hb4cFBwG6E5pE92WyJvda0pc3eA3Avpmn5xbIo.webp" type="image/webp"/><img alt="intent column highlighted" data-original="https://static.semrush.com/blog/uploads/media/c8/49/c8492f78faf073ee0d3e565db79bbb99/4fe643cecfaf7035c575b93f96475a06/original" height="963" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c8/49/c8492f78faf073ee0d3e565db79bbb99/4fe643cecfaf7035c575b93f96475a06/AD_4nXcbybbZYbc4RKsuUUAparYpnokj4sR2iWXV39BOvP_v29m6lVYRQIP6Gg8PpQivit6q3sS6MDjH3GFI2qkaEUMto8XfVrCCLiWqgOJ0HKQFG2yEwEMU2hb4cFBwG6E5pE92WyJvda0pc3eA3Avpmn5xbIo" width="1010"/></picture></figure><p>There are four <a href="https://www.semrush.com/blog/keyword-intent/">keyword intent types</a>, and they align with different stages of the funnel:</p><ul> <li><strong>Informational</strong>: The user wants information about a topic (e.g., “window covering ideas”). These keywords are usually ToFu.</li> <li><strong>Commercial</strong>: The user is researching products or brands (e.g., “window privacy film vs zebra blinds”). These keywords are usually MoFu.</li> <li><strong>Navigational</strong>: The user wants to find a specific website or page (e.g., “hunter douglas website”). These keywords are likely MoFu or BoFu.</li> <li><strong>Transactional</strong>: The user wants to buy a certain product (e.g., “buy hunter douglas zebra blinds”). These keywords are BoFu.</li></ul><p>Go through the keywords and make sure you select different ones to cover each stage of the funnel. </p><p>And although the Keyword Magic Tool’s data is related to search engines, you can also use it to understand your buyer's journey and come up with ideas for other types of content and platforms.</p><p>For example, the keyword “egress window covers” has commercial intent. And you may have social media followers who are near the bottom of the funnel. </p><p>So, you could create a series of Instagram posts that highlights different egress window covers through reels and static posts.</p><h2 id="10--create-a-content-calendar">10. Create a Content Calendar</h2><p><a href="https://www.semrush.com/blog/content-calendar/">Content calendars</a> are detailed schedules that let teams collaborate and track each piece of content and its details (e.g., status, content type, topic, its funnel stage, etc).</p><p>Here’s an example:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/70/d5/70d58dcb454878340d2cbc8a44334bec/d06af91acb27bb207a683bfd47fab67d/AD_4nXfmSAQ33Gse7paqJEzGKvP7ejyELtnoSRWUsnVuNHxUYTxN0uoAW0tHsVAVKI2fY7hMHLKXoSGPtTdbMxbVPJvBpt3i73crc46WnohkXIWKkqOKW7qU1FCK0H2HpLN09wyTD9OR6DIewaaAfF5MCQU0fqM.webp" type="image/webp"/><img alt="content marketing calendar example in google sheets" data-original="https://static.semrush.com/blog/uploads/media/70/d5/70d58dcb454878340d2cbc8a44334bec/d06af91acb27bb207a683bfd47fab67d/original" height="425" loading="lazy" src="https://static.semrush.com/blog/uploads/media/70/d5/70d58dcb454878340d2cbc8a44334bec/d06af91acb27bb207a683bfd47fab67d/AD_4nXfmSAQ33Gse7paqJEzGKvP7ejyELtnoSRWUsnVuNHxUYTxN0uoAW0tHsVAVKI2fY7hMHLKXoSGPtTdbMxbVPJvBpt3i73crc46WnohkXIWKkqOKW7qU1FCK0H2HpLN09wyTD9OR6DIewaaAfF5MCQU0fqM" width="1010"/></picture></figure><p>This birds-eye view can clue you into times when you may need to adjust your planned content. </p><p>For example, you realize blog posts have consistently outperformed videos for the past three months. But when you review your content calendar, you see that your team is planning to mainly produce videos. </p><p>Knowing this, you can adjust your plans to focus on more blog content.</p><p>Spreadsheets often make suitable (and budget-friendly) options for creating content calendars. Or, you can use a project management tool like <a href="https://monday.com/lp/marketing">Monday</a> or <a href="https://asana.com/">Asana</a>.</p><h2 id="11--repurpose-content-for-different-channels">11. Repurpose Content for Different Channels</h2><p>Content repurposing is when you reuse—and tweak—content for different channels, which can save you time and money. </p><p>For example, here’s a section from one of our blog posts:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a6/96/a696055d443afe105aeb58a23776d6d8/a04043ce538b69632e1481aff8734077/AD_4nXfs4UxD9DjS9BRaBTcktZNqZofp050-gkDjtDYbSXX2wAihFLpZuYUxz6dRxgF-zeU6b-TuHY-ADuv6F0ahn1x5tR9Y0SbOqeh-oYzj4f1NFbqSFveutWaXTmf4XKchXH2OR_rSSWYDeE3trXYMjjtunacd.webp" type="image/webp"/><img alt="portion of blog post on skills you need to become an seo freelancer" data-original="https://static.semrush.com/blog/uploads/media/a6/96/a696055d443afe105aeb58a23776d6d8/a04043ce538b69632e1481aff8734077/original" height="1095" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a6/96/a696055d443afe105aeb58a23776d6d8/a04043ce538b69632e1481aff8734077/AD_4nXfs4UxD9DjS9BRaBTcktZNqZofp050-gkDjtDYbSXX2wAihFLpZuYUxz6dRxgF-zeU6b-TuHY-ADuv6F0ahn1x5tR9Y0SbOqeh-oYzj4f1NFbqSFveutWaXTmf4XKchXH2OR_rSSWYDeE3trXYMjjtunacd" width="1010"/></picture></figure><p>We took the bulleted text and turned it into a graphic for Facebook: </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ce/b2/ceb20bc99f4e3027f54dfb600dd3b74e/ca4edf9ea39928fb4bc4b0fe20a93949/AD_4nXfMvraLGJC42DldUf1U1O88eokKKSIRpNiN1P_W1Ea3beuF5E4CMS36RXJXexj7-k2RO2J-sKhSXuf8SSelBX_KlnUl-yX21QzOxjk99JEaQVDG310DoCfKCVmCWHyFg_AWjDjwBvspqs8p_703nAKUM1PZ.webp" type="image/webp"/><img alt="that same blog post section repurposed for a facebook post" data-original="https://static.semrush.com/blog/uploads/media/ce/b2/ceb20bc99f4e3027f54dfb600dd3b74e/ca4edf9ea39928fb4bc4b0fe20a93949/original" height="1419" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ce/b2/ceb20bc99f4e3027f54dfb600dd3b74e/ca4edf9ea39928fb4bc4b0fe20a93949/AD_4nXfMvraLGJC42DldUf1U1O88eokKKSIRpNiN1P_W1Ea3beuF5E4CMS36RXJXexj7-k2RO2J-sKhSXuf8SSelBX_KlnUl-yX21QzOxjk99JEaQVDG310DoCfKCVmCWHyFg_AWjDjwBvspqs8p_703nAKUM1PZ" width="1010"/></picture></figure><p>Here are some ideas for repurposing your content:</p><ul> <li>Extract quotes from written content and turn them into social media graphics (like we did in the example above)</li> <li>Take podcast show notes and reformat them into blog posts (or do the opposite and turn blog posts into podcast episodes)</li> <li>Take long-form videos (like YouTube content) and divide them into smaller videos for Instagram Reels, YouTube Shorts, and TikTok videos</li> <li>Create summaries of blog posts and send those summaries to your email list</li> <li>Convert webinars into <a href="https://www.semrush.com/blog/what-is-lead-magnet/">lead magnets</a> (assets people receive in exchange for their email address)</li> <li>Turn blog posts into videos</li></ul><p>If you’re looking to turn blog content into videos, try the <a href="https://www.semrush.com/apps/ai-video-marketing-automator/">AI Video Marketing Automator</a> app.</p><p>Click “<strong>Get for Free</strong>,” head into the app, and select “<strong>URL to Video</strong>.” </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3d/df/3ddfabbffb60b08d70b762012a3b1611/fc425bf258881a7c58760b1a8f972832/AD_4nXdp23XozyWRpv4F50RryQ_84bIUvd4LcanZ_Hor5Zt3darQkQgXv-arJCAC1a-ZpuXtzbqmGM8k2jbW_KcatTQKZrVKVqnnyU0XSqm9I8OtXRXJYSLVvjUK6aJ47k-F6rX0gLcz_FyMG-nlcoLkpSPkr3c.webp" type="image/webp"/><img alt="url to video highlighted" data-original="https://static.semrush.com/blog/uploads/media/3d/df/3ddfabbffb60b08d70b762012a3b1611/fc425bf258881a7c58760b1a8f972832/original" height="1063" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3d/df/3ddfabbffb60b08d70b762012a3b1611/fc425bf258881a7c58760b1a8f972832/AD_4nXdp23XozyWRpv4F50RryQ_84bIUvd4LcanZ_Hor5Zt3darQkQgXv-arJCAC1a-ZpuXtzbqmGM8k2jbW_KcatTQKZrVKVqnnyU0XSqm9I8OtXRXJYSLVvjUK6aJ47k-F6rX0gLcz_FyMG-nlcoLkpSPkr3c" width="1010"/></picture></figure><p>Fill out the pop-up window and click “<strong>Create Video</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a6/02/a602a09eff6b3386f8e436e41245bff8/439118c8d6b96e91af81af094c3db00f/AD_4nXcjnYk3lo-4dSUgGx3SqOvl7uta1UIHSpMbKEOm223gDg7NmnGU5JT8slKbVbTYuauLf6eWWcoYpVIoKE-KGWWSnroRoid-zldNr04MdNe_v5tUtXSPpgZaFZ72ZaDw5MLI8RG1BaUf_LFepS2pDznz-er6.webp" type="image/webp"/><img alt="settings pop up allows you to input a url, choose video type, choose length and platform, and type of illustrations" data-original="https://static.semrush.com/blog/uploads/media/a6/02/a602a09eff6b3386f8e436e41245bff8/439118c8d6b96e91af81af094c3db00f/original" height="1062" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a6/02/a602a09eff6b3386f8e436e41245bff8/439118c8d6b96e91af81af094c3db00f/AD_4nXcjnYk3lo-4dSUgGx3SqOvl7uta1UIHSpMbKEOm223gDg7NmnGU5JT8slKbVbTYuauLf6eWWcoYpVIoKE-KGWWSnroRoid-zldNr04MdNe_v5tUtXSPpgZaFZ72ZaDw5MLI8RG1BaUf_LFepS2pDznz-er6" width="1010"/></picture></figure><p>The tool will spend a few minutes creating your video. </p><p>Once it’s finished, you can adjust things like the voice, style, music, the content, and more.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/5b/96/5b961804e55707bd5894e248b99bfbe8/39b7cd819b3e0c330eebc1e80a4a42c4/AD_4nXcw1LumnZWWuHxbbw1XYOJz_-F1Bn9rwhhfU6O5FiROiEsEm4krMOWU7zuY7Eq-UUTr-hOFEDPlQUmexgU8fFY6A06erb2gesplI8JMxBbPOAoJ1ZH7taE3UHHVybiR1G5SY16Fn9muRQOayykaSMysWxw5.webp" type="image/webp"/><img alt="finished video output has the video on the left and voiceover text on the right" data-original="https://static.semrush.com/blog/uploads/media/5b/96/5b961804e55707bd5894e248b99bfbe8/39b7cd819b3e0c330eebc1e80a4a42c4/original" height="942" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5b/96/5b961804e55707bd5894e248b99bfbe8/39b7cd819b3e0c330eebc1e80a4a42c4/AD_4nXcw1LumnZWWuHxbbw1XYOJz_-F1Bn9rwhhfU6O5FiROiEsEm4krMOWU7zuY7Eq-UUTr-hOFEDPlQUmexgU8fFY6A06erb2gesplI8JMxBbPOAoJ1ZH7taE3UHHVybiR1G5SY16Fn9muRQOayykaSMysWxw5" width="1010"/></picture></figure><h2 id="12--use-subject-matter-experts’-insights">12. Use Subject Matter Experts’ Insights</h2><p>Subject matter experts (SMEs) are people with a high level of knowledge in a particular area that you can include in your content to build <a href="https://www.semrush.com/blog/complete-guide-to-thought-leadership-for-business/">thought leadership</a>—when you share influential and highly educational content that positions your brand as an expert in your niche. </p><p>SMEs can be internal (people who work for your company) or external (other experts in your niche).</p><p>Here’s how Hotjar uses internal SMEs to weave expertise into blog posts:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/0f/07/0f07f10b9e6fee50c8357584ae759bff/152231609b6e0a14ecefabf8db4b5d87/AD_4nXexMnUgVzH-xuakJ2zF7OC6mM5AFCyL8V1F90opdNO8B0nuHmirsrizq3M_XEN97DnfZzxWcn0vF0XHwBxwlg61jKi8BxafrjxYITknUrYQU0P5dN8bF93_iWau-9srwiCVx0m85hgTiCjCEOTgeaI0Zumu.webp" type="image/webp"/><img alt="this sme gives a quote featured in the blog post" data-original="https://static.semrush.com/blog/uploads/media/0f/07/0f07f10b9e6fee50c8357584ae759bff/152231609b6e0a14ecefabf8db4b5d87/original" height="502" loading="lazy" src="https://static.semrush.com/blog/uploads/media/0f/07/0f07f10b9e6fee50c8357584ae759bff/152231609b6e0a14ecefabf8db4b5d87/AD_4nXexMnUgVzH-xuakJ2zF7OC6mM5AFCyL8V1F90opdNO8B0nuHmirsrizq3M_XEN97DnfZzxWcn0vF0XHwBxwlg61jKi8BxafrjxYITknUrYQU0P5dN8bF93_iWau-9srwiCVx0m85hgTiCjCEOTgeaI0Zumu" width="1010"/></picture></figure><p>You can find potential SMEs to partner with by:</p><ul> <li>Reaching out to in-house experts</li> <li>Checking contributors in industry publications</li> <li>Networking at events</li> <li>Engaging with authors of relevant studies</li></ul><p>Then, come up with a plan for how you’d like to partner with each SME. </p><p>For example, you might want an in-house expert to write a blog post. Or, you could interview an industry expert on your podcast. </p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Consider adding a column to your content marketing calendar for SME content. This way, you can track which pieces will have expert insights and which ones may benefit from it.</em></p></div></aside><h2 id="13--create-a-mix-of-evergreen,-seasonal,-and-trending-content">13. Create a Mix of Evergreen, Seasonal, and Trending Content</h2><p>Publishing a mix of evergreen, seasonal, and trending content helps you maximize engagement and reach.</p><p>There are three main types of content based on lifespan:</p><ol> <li><a href="https://www.semrush.com/blog/evergreen-content/"><strong>Evergreen content</strong></a> remains relevant over a long period of time—sometimes even years. And you don’t need to make major updates frequently. Like a blog post with tips for painting interior walls.</li> <li><strong>Seasonal content</strong> is tied to specific events, holidays, and seasons. It doesn’t hold relevance over an entire year but may be relevant at the same point in time for several years to come. Such as a blog post with Halloween recipes.</li> <li><strong>Trending content</strong> is content that’s highly relevant for a short period of time and can give you a quick burst of interaction as people look up the trend. Like our Instagram post that references the “demure” trend of August 2024:</li></ol><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/9b/c3/9bc300811505b7fdf8e02043fcb473ec/4da4d3804cde0763f034eb6a09637860/AD_4nXfWRIzw3MwaAHiYnIqb21M1BhF7v16tpQhjg7y7mAkA7qbE5Nyia7dsqPJ68sKtkEuEXNITD29QwW1Gi4L0HnkBLvOISyi8b1eFFSHzv8c2IY2Bwvp648QWuY_Qzc6RR3fs78b8GPL8nwUwJrQdMVA1nCZ5.webp" type="image/webp"/><img alt="instagram carousel post about how to go from stressed to a very demure, very mindful marketer in 24 hours" data-original="https://static.semrush.com/blog/uploads/media/9b/c3/9bc300811505b7fdf8e02043fcb473ec/4da4d3804cde0763f034eb6a09637860/original" height="1160" loading="lazy" src="https://static.semrush.com/blog/uploads/media/9b/c3/9bc300811505b7fdf8e02043fcb473ec/4da4d3804cde0763f034eb6a09637860/AD_4nXfWRIzw3MwaAHiYnIqb21M1BhF7v16tpQhjg7y7mAkA7qbE5Nyia7dsqPJ68sKtkEuEXNITD29QwW1Gi4L0HnkBLvOISyi8b1eFFSHzv8c2IY2Bwvp648QWuY_Qzc6RR3fs78b8GPL8nwUwJrQdMVA1nCZ5" width="1010"/></picture></figure><p>Figuring out how much evergreen content to make versus seasonal and trending content requires experimentation. </p><p>We recommend tracking your content’s results to see which type of content performs best and which type yields the highest return. You can adjust from there. </p><h2 id="14--use-ai-when-appropriate">14. Use AI When Appropriate</h2><p>Using <a href="https://www.semrush.com/blog/ai-content-marketing/">AI in content marketing</a> can speed up your processes and help you come up with more ideas. But you shouldn't rely on AI to create polished, ready-to-publish content for you. </p><p>Why?</p><p>Because there’s risk of bias, hallucinations, and even plagiarism. </p><p>But by knowing those risks you can build checks and balances into your content creation process to avoid them. </p><p>For example, instead of writing an entire blog post with <a href="https://www.semrush.com/blog/generative-ai/">generative AI</a>, you can use it to review human-written blog posts and give you tips for things like SEO and readability.</p><p>Semrush’s <a href="https://www.semrush.com/swa/">SEO Writing Assistant</a> is an AI-powered tool that’s useful for optimizing content. </p><p>Just enter your blog post’s keywords into the “<strong>Keywords</strong>” area, adjust the target audience, and click “<strong>Get recommendations</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/db/ed/dbed9294395a496f919e8160f39e6959/4bf04e8a48362b9ef6f72ab4bbf37bf0/AD_4nXdjP3yZxhWm-GLIehgf19_S3tVmBQcaucKzv1bBK-Y21CjQCbsYWOp-CHP6zlzJFywdU4G1Rgl7BsuZq_HYmrWyiCrEEpodQhyp4wNoYKZgRUC0B18pS77ow-Cq8pmH3faglKmso-yet3ZfXHY20ZbKGDP1.webp" type="image/webp"/><img alt="keywords entered into SEO writing assistant" data-original="https://static.semrush.com/blog/uploads/media/db/ed/dbed9294395a496f919e8160f39e6959/4bf04e8a48362b9ef6f72ab4bbf37bf0/original" height="1424" loading="lazy" src="https://static.semrush.com/blog/uploads/media/db/ed/dbed9294395a496f919e8160f39e6959/4bf04e8a48362b9ef6f72ab4bbf37bf0/AD_4nXdjP3yZxhWm-GLIehgf19_S3tVmBQcaucKzv1bBK-Y21CjQCbsYWOp-CHP6zlzJFywdU4G1Rgl7BsuZq_HYmrWyiCrEEpodQhyp4wNoYKZgRUC0B18pS77ow-Cq8pmH3faglKmso-yet3ZfXHY20ZbKGDP1" width="1010"/></picture></figure><p>Then write your blog post directly in the editor or copy and paste from elsewhere.</p><p>The tool reviews what’s already ranking in the search results to give you recommendations on how to improve your own content. And provides recommendations for readability, SEO, originality, and tone of voice.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/aa/04/aa0437c459896a853043877675443ff7/11459988718e100430cb81a778691ef6/AD_4nXeAoswcR-xnpH4KTjS7lrT8kR78AYiGNDA8M-Wl8SFXfdl25sDWcIZR5Bapsv3xZktfkTtDsSF7zV7FG6zXd4zXx1naPKfEmHULYlYYAGwYlW4cLtF_LdHSBw9K_j8qWNVS8awYSmEp6zmMi763RU5CZ7TK.webp" type="image/webp"/><img alt="text entered and the score is 4.6 out of 10 with room for improvement in readability and seo especially" data-original="https://static.semrush.com/blog/uploads/media/aa/04/aa0437c459896a853043877675443ff7/11459988718e100430cb81a778691ef6/original" height="1253" loading="lazy" src="https://static.semrush.com/blog/uploads/media/aa/04/aa0437c459896a853043877675443ff7/11459988718e100430cb81a778691ef6/AD_4nXeAoswcR-xnpH4KTjS7lrT8kR78AYiGNDA8M-Wl8SFXfdl25sDWcIZR5Bapsv3xZktfkTtDsSF7zV7FG6zXd4zXx1naPKfEmHULYlYYAGwYlW4cLtF_LdHSBw9K_j8qWNVS8awYSmEp6zmMi763RU5CZ7TK" width="1010"/></picture></figure><p>If you get stuck, you can use the Smart Writer features to compose AI-generated text or rewrite existing text. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/30/61/3061a45a68f6dced06dc63084946901c/b6e268e359e9d76fa056f80b23c072bb/AD_4nXfe6NrE82TT1lr14N6_66PLw8DbKILRBz6CSLdGHCuRJGL0_aemNlVmKwZ2mA316Ac4D9oujAbtyE1fuJ553GOYeVcYYaGuKUy0i_dmD1ykwO2-e8X5939iYTujR1ha3Jc_gNnBD-NE23BMmldDa8KaDg8.webp" type="image/webp"/><img alt="smart writer tools include rephraser, compose, and ask AI" data-original="https://static.semrush.com/blog/uploads/media/30/61/3061a45a68f6dced06dc63084946901c/b6e268e359e9d76fa056f80b23c072bb/original" height="1059" loading="lazy" src="https://static.semrush.com/blog/uploads/media/30/61/3061a45a68f6dced06dc63084946901c/b6e268e359e9d76fa056f80b23c072bb/AD_4nXfe6NrE82TT1lr14N6_66PLw8DbKILRBz6CSLdGHCuRJGL0_aemNlVmKwZ2mA316Ac4D9oujAbtyE1fuJ553GOYeVcYYaGuKUy0i_dmD1ykwO2-e8X5939iYTujR1ha3Jc_gNnBD-NE23BMmldDa8KaDg8" width="1010"/></picture></figure><h2 id="15--measure-results">15. Measure Results</h2><p>Measuring your content’s results lets you see what needs improvement and whether you need to adjust your strategy. </p><p>Review the KPIs that align with your goals because those are the metrics you should track.</p><p>For example, let’s say you’re aiming to grow brand awareness by increasing your number of new followers across social media. Semrush’s <a href="https://www.semrush.com/social-media/analytics/">Social Analytics</a> tool tracks this for Facebook, LinkedIn, TikTok, and Instagram.</p><p>But it also lets you review a host of other metrics to provide even more insight into your performance and what you might need to do to improve.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ae/ed/aeed25f4f63fd6315df4153bd223c67c/c01c6ed6f8b9bcb94bc7ddaf1aa03d9e/AD_4nXdz6M_UyLKkWgufENZ7J7gWPxCs10IMw2lK4iTyLvnp9Ykpb7EG-_SomiBZksTuzo4kNop9kSU9fBVQ2qcXqFBblGCqjFclTpjadA-JMnxLiLWI0eItnyHUHd2uKQlxkBgE_FDlSVAnWbDibDZytiQvBk5W.webp" type="image/webp"/><img alt="Social Analytics overview shows metrics across platforms" data-original="https://static.semrush.com/blog/uploads/media/ae/ed/aeed25f4f63fd6315df4153bd223c67c/c01c6ed6f8b9bcb94bc7ddaf1aa03d9e/original" height="770" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ae/ed/aeed25f4f63fd6315df4153bd223c67c/c01c6ed6f8b9bcb94bc7ddaf1aa03d9e/AD_4nXdz6M_UyLKkWgufENZ7J7gWPxCs10IMw2lK4iTyLvnp9Ykpb7EG-_SomiBZksTuzo4kNop9kSU9fBVQ2qcXqFBblGCqjFclTpjadA-JMnxLiLWI0eItnyHUHd2uKQlxkBgE_FDlSVAnWbDibDZytiQvBk5W" width="1010"/></picture></figure><p>And <a href="https://www.semrush.com/organic_traffic_insights/">Organic Traffic Insights</a> combines data from Google Analytics, Google Search Console, and Semrush into one dashboard. So you can easily monitor website-related KPIs like click-through rates, sessions, and keyword rankings.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/6b/19/6b19d479c803723afb790edd25d62c9e/06ca18ce6aa68db8891fb3e853a28518/AD_4nXcp6TvxC-SWjATlR9zO4QnOHrOwIf-_-ZOx5mDf-XygGkutz242R9k8q5NCAoY6izGzYTSDc0PwH0PTLbLlE-YXOgyGgwVG7AwJXa0tRvipfpT03IzPNAGg9AAHrmaw13OuI6MpOs2fKvXmMkSZDkfRpGY8.webp" type="image/webp"/><img alt="organic search traffic by landing page, combines Semrush, google search console and google analytics data" data-original="https://static.semrush.com/blog/uploads/media/6b/19/6b19d479c803723afb790edd25d62c9e/06ca18ce6aa68db8891fb3e853a28518/original" height="880" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6b/19/6b19d479c803723afb790edd25d62c9e/06ca18ce6aa68db8891fb3e853a28518/AD_4nXcp6TvxC-SWjATlR9zO4QnOHrOwIf-_-ZOx5mDf-XygGkutz242R9k8q5NCAoY6izGzYTSDc0PwH0PTLbLlE-YXOgyGgwVG7AwJXa0tRvipfpT03IzPNAGg9AAHrmaw13OuI6MpOs2fKvXmMkSZDkfRpGY8" width="1010"/></picture></figure><h2 id="elevate-your-content-marketing-endeavors">Elevate Your Content Marketing Endeavors</h2><p>Content marketing has many moving parts that follow the buyer’s journey across social media, webpages, email, and more.</p><p>Semrush has a variety of tools that can help you follow these best practices across your content efforts. </p><p>Ready to try them?</p><p>Get your <a href="https://www.semrush.com/signup/get-free-trial/">free trial</a> today.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK 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type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":2145,"status":"published","url":"content-marketing-best-practices","template":"article-base","title":"The Ultimate Guide to Content Marketing Best Practices","preview":"Our content marketing best practices include defining your messaging and building a team. Discover more.","previewImage":"https://static.semrush.com/blog/uploads/media/4a/f4/4af417c36a361e594dd945946bc54a4b/content-marketing-best-practices.svg","socialImage":"https://static.semrush.com/blog/uploads/media/6e/90/6e90b325f36f8ec3b351a5c1fe10d9e5/f37761c7fa5078e1ccdcb38016e11d87/content-marketing-best-practices-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/4a/f4/4af417c36a361e594dd945946bc54a4b/extra.png","altPreviewImage":"Content Marketing Best Practices","altSocialImage":"Content Marketing Best Practices","hidePreviewImage":0,"publishedAt":1628499600000,"editedAt":1730823180000,"metaTitle":"The Ultimate Guide to Content Marketing Best Practices","metaDescription":"Our content marketing best practices include defining your messaging and building a team. Discover more.","schemaOrg":"{}","author":{"id":175454401,"alias":"dana-nicole","name":"Dana Nicole","photo":"https://static.semrush.com/blog/uploads/user/0c/33/0c3324967cc23ffa06b67bec8766fb64/dana_nicole_headshot.jpeg","photoMask":"clockwise","company":"","position":"Writer + Strategist","bio":"Dana holds a Bachelor of Business Administration with a major in Marketing and specializes in content writing, copywriting, and SEO strategy. She has over 10+ years of experience helping established organizations within their marketing departments and currently partners with B2B providers to develop content strategies and craft persuasive copy that delights and converts.","socials":{"webSite":"","twitter":"https://twitter.com/dana_nic0le","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/dana-nicole/"},"isPublic":true,"expertise":["content writing","copywriting","content strategy","seo","market research"],"education":[{"establishment":"Mount Royal University","degree":"BBA in Marketing","link":"https://www.mtroyal.ca/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":8072,"enabled":true,"value":[]}},"critical":{"article-content":{"id":8072,"content":"\u003cp\u003eContent marketing involves creating and distributing assets like videos, blog posts, and photos to reach your target audience and build relationships with them. And it has many moving parts. \u003c/p\u003e\u003cp\u003eBut you can simplify the process by following our list of content marketing best practices. \u003c/p\u003e\u003cp\u003eHere are 15 activities to consider using in your content marketing plan.\u003c/p\u003e\u003ch2\u003e1. Analyze Your Audience\u003c/h2\u003e\u003cp\u003eAudience analysis helps you uncover data like \u003ca href=\"https://www.semrush.com/blog/psychographic-marketing/\"\u003epsychographics\u003c/a\u003e (pain points, challenges, and desires) and demographics (age, gender, and salary) to inform which topics you cover and which types of content to create. \u003c/p\u003e\u003cp\u003eUse Semrush’s \u003ca href=\"https://www.semrush.com/analytics/one2target/\"\u003eOne2Target\u003c/a\u003e to start audience research. \u003c/p\u003e\u003cp\u003eOpen the tool and enter up to five competitor domains. Click “\u003cstrong\u003eAnalyze\u003c/strong\u003e.”\u003c/p\u003e\u003cp\u003eA report will load audience information. Click along the different tabs to view insights for demographics, socioeconomics, behavior, and audience overlap (where you can see other websites the audience visits).\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8a/30/8a30ea555b3ba91cf304b26876292f31/0115d31492e9bd1319f9d1ac90b6a34b/AD_4nXeOSRZQJLBIhcFF0fTIvey7ka-jQB5tiIUVrJGtelm0SN-BiML7STPMoX-lbx0YB8n9a7DfB40JtfOLCvMGRXLbMUGz17ruEQkzLhjDFaMiame_E0Lu33CsiU6hLe7HKJ5RMlUaDsQ72KwINT6RkUMvcGFx.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"demographics report shows audience age, sex, unique visitors for the domain, and users by country\" data-original=\"https://static.semrush.com/blog/uploads/media/8a/30/8a30ea555b3ba91cf304b26876292f31/0115d31492e9bd1319f9d1ac90b6a34b/original\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8a/30/8a30ea555b3ba91cf304b26876292f31/0115d31492e9bd1319f9d1ac90b6a34b/AD_4nXeOSRZQJLBIhcFF0fTIvey7ka-jQB5tiIUVrJGtelm0SN-BiML7STPMoX-lbx0YB8n9a7DfB40JtfOLCvMGRXLbMUGz17ruEQkzLhjDFaMiame_E0Lu33CsiU6hLe7HKJ5RMlUaDsQ72KwINT6RkUMvcGFx\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFor example, if you click the “\u003cstrong\u003eBehavior\u003c/strong\u003e” tab, you can see which social platforms your audience spends time on. This lets you know which social platforms to create content for.\u003c/p\u003e\u003cp\u003eIn the example below, you can see that this audience spends the most time on YouTube. Meaning it might be a good idea to create videos for this audience.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a5/7c/a57cfbfd80f211bd78cfa0f58fd3bbf8/541a6ce78f18495b9c6b2ec34556a9a2/AD_4nXegR2if_BXm740cV8AA3Jrok30ZOV0L44AAM8JRBZEOPVNt1vwRstzKp-tJDlnRGyr_f_7XzPkq92ZHo73iR1yVUQer_HC4s3ZAR1nJ8CVFdq3ZUctqm2USMVzxcG8M5rRRab5Yas42H1h7GJK2noQQ3kBC.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"behavior report shows interest, desktop vs mobile usage, and preferred social media platforms\" data-original=\"https://static.semrush.com/blog/uploads/media/a5/7c/a57cfbfd80f211bd78cfa0f58fd3bbf8/541a6ce78f18495b9c6b2ec34556a9a2/original\" height=\"1490\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a5/7c/a57cfbfd80f211bd78cfa0f58fd3bbf8/541a6ce78f18495b9c6b2ec34556a9a2/AD_4nXegR2if_BXm740cV8AA3Jrok30ZOV0L44AAM8JRBZEOPVNt1vwRstzKp-tJDlnRGyr_f_7XzPkq92ZHo73iR1yVUQer_HC4s3ZAR1nJ8CVFdq3ZUctqm2USMVzxcG8M5rRRab5Yas42H1h7GJK2noQQ3kBC\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen, head to the \u003ca href=\"https://www.semrush.com/apps/audience-intelligence/\"\u003eAudience Intelligence\u003c/a\u003e app for even more audience insights.\u003c/p\u003e\u003cp\u003eOnce in the app, name your report and add an X (formerly Twitter) handle for a competitor to analyze their followers. And click “\u003cstrong\u003eCreate new report\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/77/9f/779fd6b70c386bc8f276a646c79d700d/fbbfbce11374bcde9915d615444b9ed6/AD_4nXeXF_Zn-fWKjRU_9_g_2rZZYBfS-nv5VGjVcEajTazbLqCWONwAyrDEll1E_jd1x9cyc3SszIeEuePj-jzCoiVByrnMWYpMytNXiwHB6oAGqBEYlQ0U5FIqhD4OAEfzAZXO2AcR6t1IoSJleo3p_joV_s4m.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"create new report screen\" data-original=\"https://static.semrush.com/blog/uploads/media/77/9f/779fd6b70c386bc8f276a646c79d700d/fbbfbce11374bcde9915d615444b9ed6/original\" height=\"1095\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/77/9f/779fd6b70c386bc8f276a646c79d700d/fbbfbce11374bcde9915d615444b9ed6/AD_4nXeXF_Zn-fWKjRU_9_g_2rZZYBfS-nv5VGjVcEajTazbLqCWONwAyrDEll1E_jd1x9cyc3SszIeEuePj-jzCoiVByrnMWYpMytNXiwHB6oAGqBEYlQ0U5FIqhD4OAEfzAZXO2AcR6t1IoSJleo3p_joV_s4m\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll then be able to see an overview of the audience. Which includes demographic information, their favorite brands, etc.\u003c/p\u003e\u003cp\u003eClick “\u003cstrong\u003eSee all sources\u003c/strong\u003e” in the “Top content sources” widget. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/72/fb/72fb0efdc977689f905031afb4bbbe2f/729bc69f2864b3f8d3d367dee388e5cd/AD_4nXeWfi74neLLBJv8rpDWFrtyA_J-yCz-jwJ1AttQHJm8vdx10PKRGbhzWqrZ0JiBfiUReaVUOUhR2wt9G3iij2DxvX8bkh_O1K_1iq6PfZyil7LL481nTWBgp7W0EtbnT--tyjtR0K2WO_OaeQ5QLuYu8nkm.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"navigation to see all content sources\" data-original=\"https://static.semrush.com/blog/uploads/media/72/fb/72fb0efdc977689f905031afb4bbbe2f/729bc69f2864b3f8d3d367dee388e5cd/original\" height=\"1000\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/72/fb/72fb0efdc977689f905031afb4bbbe2f/729bc69f2864b3f8d3d367dee388e5cd/AD_4nXeWfi74neLLBJv8rpDWFrtyA_J-yCz-jwJ1AttQHJm8vdx10PKRGbhzWqrZ0JiBfiUReaVUOUhR2wt9G3iij2DxvX8bkh_O1K_1iq6PfZyil7LL481nTWBgp7W0EtbnT--tyjtR0K2WO_OaeQ5QLuYu8nkm\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis report reveals the content your audience posts. Like the hashtags they use and the websites they frequently share.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fd/29/fd297c29fd6d0d34956bf9629f593274/b4dec47d78e615529a802d3aae6c2d0a/AD_4nXfjRJwd3V7XrwQwWXyyiiY8EvIg_5-Ghu-u-dtrpuLEtM7UKdfjPwneJmtf3AWN6kDKtMj8BwwZr5qtj5-gBnrmuVx7XxV8vIwD4JGP0YBijPHu3k8deVQa8zOxonhT_sx1xr2VsFNl4tB7pleULGZLqsqn.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"this report shows domains visited, hashtags used, mentioned users, links, keywords, posts, emojis, and media formats.\" data-original=\"https://static.semrush.com/blog/uploads/media/fd/29/fd297c29fd6d0d34956bf9629f593274/b4dec47d78e615529a802d3aae6c2d0a/original\" height=\"738\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fd/29/fd297c29fd6d0d34956bf9629f593274/b4dec47d78e615529a802d3aae6c2d0a/AD_4nXfjRJwd3V7XrwQwWXyyiiY8EvIg_5-Ghu-u-dtrpuLEtM7UKdfjPwneJmtf3AWN6kDKtMj8BwwZr5qtj5-gBnrmuVx7XxV8vIwD4JGP0YBijPHu3k8deVQa8zOxonhT_sx1xr2VsFNl4tB7pleULGZLqsqn\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse this information to ideate topics for your own content that your audience is likely to be interested in.\u003c/p\u003e\u003ch2\u003e2. Review Your Competitors\u003c/h2\u003e\u003cp\u003eAnalyzing your competitors’ content strategies helps you spot what may be working for them, which can inspire your own strategy.\u003c/p\u003e\u003cp\u003eYou can review your competitors’ social media content by heading to their social profiles and examining each post. \u003c/p\u003e\u003cp\u003eLook for engagement such as likes, comments, and shares. And make a note of the topics and content formats (such as videos, carousel posts, etc.) that receive the most interaction.\u003c/p\u003e\u003cp\u003eThen, use Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordgap/\"\u003eKeyword Gap\u003c/a\u003e tool to see which keywords your competitors rank for but you don’t.\u003c/p\u003e\u003cp\u003eOpen the tool and enter your domain and those of up to four competitors. Adjust the country if needed and click “\u003cstrong\u003eCompare\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/4d/04/4d046f5ebf89ee4cae9f415760687a94/bc46535f8c928f8c92dcdbe0f6d01bbe/AD_4nXfi4yV12-Yc0cZZP-MbgbrSLRzrhRtNs4PORgONYf24Ub5aBLJ6ir1HOQU6iSTEpiDUJn0OkWgAfeyHbqgwcdTdivMygkA5FJu6A5di4e6hlL2-EmhVcszVt0Ns4sXgt2gTtWBMPOVVPPlERcVvlHfLTjs.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"competitors entered into tool\" data-original=\"https://static.semrush.com/blog/uploads/media/4d/04/4d046f5ebf89ee4cae9f415760687a94/bc46535f8c928f8c92dcdbe0f6d01bbe/original\" height=\"974\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4d/04/4d046f5ebf89ee4cae9f415760687a94/bc46535f8c928f8c92dcdbe0f6d01bbe/AD_4nXfi4yV12-Yc0cZZP-MbgbrSLRzrhRtNs4PORgONYf24Ub5aBLJ6ir1HOQU6iSTEpiDUJn0OkWgAfeyHbqgwcdTdivMygkA5FJu6A5di4e6hlL2-EmhVcszVt0Ns4sXgt2gTtWBMPOVVPPlERcVvlHfLTjs\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eScroll to the keyword table and click “\u003cstrong\u003eUntapped\u003c/strong\u003e.” This shows you all the keywords you don’t rank for but at least one of your competitors does.\u003c/p\u003e\u003cp\u003eAlso, click “\u003cstrong\u003eMissing\u003c/strong\u003e” to view the keywords you don’t rank for but all your competitors do.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/90/47/9047dd8e6c344dabb87e32971766f415/acdab231908ab2a7a7780781a95cd3e4/AD_4nXfrtohA8AsKQMDMs-1h0ROXYnyWYZenEeDAeOR4dX3k7JI_BdS05nQ0sVszkZkjwJiQyT4UwiSGkdfHx_WxuCuahx1zNshvPoviWXw0dMtP5PeQOd9pjZ6b4cbWxyXa6NMx3w-GuSmakfGLkWWnbJr7Rmar.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"missing and untapped keywords highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/90/47/9047dd8e6c344dabb87e32971766f415/acdab231908ab2a7a7780781a95cd3e4/original\" height=\"646\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/90/47/9047dd8e6c344dabb87e32971766f415/acdab231908ab2a7a7780781a95cd3e4/AD_4nXfrtohA8AsKQMDMs-1h0ROXYnyWYZenEeDAeOR4dX3k7JI_BdS05nQ0sVszkZkjwJiQyT4UwiSGkdfHx_WxuCuahx1zNshvPoviWXw0dMtP5PeQOd9pjZ6b4cbWxyXa6NMx3w-GuSmakfGLkWWnbJr7Rmar\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou might want to \u003ca href=\"https://www.semrush.com/blog/how-to-write-a-blog-post/\"\u003ewrite blog posts\u003c/a\u003e about or create other pages for these keywords. To compete with your rivals in search results.\u003c/p\u003e\u003ch2\u003e3. Define Your Messaging\u003c/h2\u003e\u003cp\u003eYour messaging is how you communicate what your audience should know about your company and encompasses elements like your \u003ca href=\"https://www.semrush.com/goodcontent/content-marketing-blog/brand-voice/\"\u003ebrand voice\u003c/a\u003e, core values, and what sets you apart from your competitors.\u003c/p\u003e\u003cp\u003eAnd defining your messaging sets the foundation for how you’ll communicate with your audience across all platforms and pieces of content.\u003c/p\u003e\u003cp\u003eFor example, this Nike page lists making sport accessible as one of their core values. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/88/14/8814aba372175855d802b8be70390480/5ae44f3f98897a546c0efe1e3c588320/AD_4nXenLU5Dz_mz_LMcEcpZznjn7xJfnl2NGqXi-JurKyq9NWoH4D3z4XhgYHsNp8JD_FwNqBAd467HSWp2AYWlGIg6xGll0ZSVZokJi38OizO1GMkszZXO4VOZ37dFTEfMDPb-4wrj1RnRefijmI1OdcvhPk8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Nike's page says \u0026quot;moving forward together\u0026quot; and the purpose is \u0026quot;to move the world forward through the power of sport.\u0026quot;\" data-original=\"https://static.semrush.com/blog/uploads/media/88/14/8814aba372175855d802b8be70390480/5ae44f3f98897a546c0efe1e3c588320/original\" height=\"895\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/88/14/8814aba372175855d802b8be70390480/5ae44f3f98897a546c0efe1e3c588320/AD_4nXenLU5Dz_mz_LMcEcpZznjn7xJfnl2NGqXi-JurKyq9NWoH4D3z4XhgYHsNp8JD_FwNqBAd467HSWp2AYWlGIg6xGll0ZSVZokJi38OizO1GMkszZXO4VOZ37dFTEfMDPb-4wrj1RnRefijmI1OdcvhPk8\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd they’ve built that value into their messaging that they use across their content strategy. Like in this Instagram post that highlights players from the Paris Paralympics. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/bd/a9/bda995300e9238f5b89cc42e9fcd5eb2/6dcdb59f915fee980f27ecca4e7054b4/AD_4nXeIPxBg8IASy7XwiWl9SqPhbkKcvAXRxfLwld-UCTzkEK818X3RpnSrtJQ0W-S6yuI9fInEYFXTERnrQ953d_0QqmgS5pt_HQuYgPCXGEHp6UxmPt9093_gP8FI0bNkRPFqKZBvbtNGrm6MkZvm_8FwcWo.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"nike instagram post shows a tennis player in action\" data-original=\"https://static.semrush.com/blog/uploads/media/bd/a9/bda995300e9238f5b89cc42e9fcd5eb2/6dcdb59f915fee980f27ecca4e7054b4/original\" height=\"1176\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/bd/a9/bda995300e9238f5b89cc42e9fcd5eb2/6dcdb59f915fee980f27ecca4e7054b4/AD_4nXeIPxBg8IASy7XwiWl9SqPhbkKcvAXRxfLwld-UCTzkEK818X3RpnSrtJQ0W-S6yuI9fInEYFXTERnrQ953d_0QqmgS5pt_HQuYgPCXGEHp6UxmPt9093_gP8FI0bNkRPFqKZBvbtNGrm6MkZvm_8FwcWo\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOr this free PDF that helps hijab-wearing athletes and teammates create a respectable and fun environment for everyone.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/f5/76/f5761ad51160433b87cf18453263d2a6/b911a26ecc8ff54f04ae557a5a85537f/AD_4nXeA3R2L8DOuwJ41y3K_hSz0MII0MwSIsK607sHKeUpSKqlh-btK6wxHT22g3g75NuxN_UBIPmvazPkd2QpadeWVg4P02OzI51pT4wlAyr-HQyqt5zP76JD7SxM5rgYrwXMw9LQsrJcNR-H2Uy9E0wiP48iJ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Nike pdf content reflects content marketing strategy\" data-original=\"https://static.semrush.com/blog/uploads/media/f5/76/f5761ad51160433b87cf18453263d2a6/b911a26ecc8ff54f04ae557a5a85537f/original\" height=\"873\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f5/76/f5761ad51160433b87cf18453263d2a6/b911a26ecc8ff54f04ae557a5a85537f/AD_4nXeA3R2L8DOuwJ41y3K_hSz0MII0MwSIsK607sHKeUpSKqlh-btK6wxHT22g3g75NuxN_UBIPmvazPkd2QpadeWVg4P02OzI51pT4wlAyr-HQyqt5zP76JD7SxM5rgYrwXMw9LQsrJcNR-H2Uy9E0wiP48iJ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSo, refine your messaging to make it easier to come up with—and execute—content ideas.\u003c/p\u003e\u003cp\u003eHere are a few tips to define your messaging:\u003c/p\u003e\u003col\u003e \u003cli\u003eIdentify the core values that reflect your brand and resonate with your audience\u003c/li\u003e \u003cli\u003eUnderstand your audience's needs, desires, and pain points (this should be easy if you’ve already analyzed your audience)\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/what-is-a-value-proposition/\"\u003eWrite a value proposition\u003c/a\u003e (a statement that describes the benefit of buying your products or services) that sets you apart from competitors\u003c/li\u003e \u003cli\u003eEstablish a distinct and consistent voice\u003c/li\u003e\u003c/ol\u003e\u003ch2\u003e4. Set Goals and KPIs\u003c/h2\u003e\u003cp\u003eSetting goals provides a roadmap for your content marketing efforts and guides you in choosing key performance indicators (KPIs) that will help you track progress toward those goals.\u003c/p\u003e\u003cp\u003eKPIs are specific metrics that indicate whether you’re on track to meet your objectives.\u003c/p\u003e\u003cp\u003eFor example, if your goal is related to increasing brand awareness, a relevant KPI would be daily sessions for your website. And you can review your website analytics regularly to see if you’re reaching a number that aligns with your specific goal. \u003c/p\u003e\u003cp\u003eHere are some tips for defining goals and KPIs:\u003c/p\u003e\u003cul\u003e \u003cli\u003eSet goals that are aligned with your company’s broader objectives\u003c/li\u003e \u003cli\u003eTake your budget into consideration to help you set realistic goals\u003c/li\u003e \u003cli\u003eResearch industry benchmarks if you’re unsure what numbers to aim for\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/content-marketing-metrics/\"\u003e\u003cem\u003e14 Content Marketing Metrics to Track for Success\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch2\u003e5. Build a Dedicated Content Team\u003c/h2\u003e\u003cp\u003eA dedicated content team that splits up tasks among experts in different areas helps you grow and scale your strategy faster.\u003c/p\u003e\u003cp\u003eThe roles you add to your content team depend on your goals and overall content strategy. \u003c/p\u003e\u003cp\u003eBut most content marketing teams have one to three specialists/roles, according to our \u003ca href=\"https://www.semrush.com/goodcontent/state-of-content-marketing/report/\"\u003eState of Content Marketing\u003c/a\u003e report.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/98/dd/98dd4dc73222f54964cc350096a6ea76/cfb0ebe97d741cb6021be6c8055f5da6/AD_4nXelmibznoI-vrINNkNJfh1s9uU_txYK5T8Of5fu3xOopvoyj--Ho8Z2y86UrPOlCILiMAoWoTUqcgba4Po2xyJtRZ-YzgR9yAI9Vh0cWCN4c9-GSrb0ebZv1Nd8MIowyVHy2yI7Fr0BdVUDtBIrYTvAm4rM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"36% of content marketing teams surveyed have 1-3 specialists with 25% having 4-10\" data-original=\"https://static.semrush.com/blog/uploads/media/98/dd/98dd4dc73222f54964cc350096a6ea76/cfb0ebe97d741cb6021be6c8055f5da6/original\" height=\"703\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/98/dd/98dd4dc73222f54964cc350096a6ea76/cfb0ebe97d741cb6021be6c8055f5da6/AD_4nXelmibznoI-vrINNkNJfh1s9uU_txYK5T8Of5fu3xOopvoyj--Ho8Z2y86UrPOlCILiMAoWoTUqcgba4Po2xyJtRZ-YzgR9yAI9Vh0cWCN4c9-GSrb0ebZv1Nd8MIowyVHy2yI7Fr0BdVUDtBIrYTvAm4rM\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOur research also found that the most common in-house specialists were marketing managers, writers/content creators, and social media managers.\u003c/p\u003e\u003cp\u003eOther common roles for content marketing teams include:\u003c/p\u003e\u003cul\u003e \u003cli\u003eContent marketing manager\u003c/li\u003e \u003cli\u003eContent marketing strategist\u003c/li\u003e \u003cli\u003eSEO specialist\u003c/li\u003e \u003cli\u003eHead of content marketing\u003c/li\u003e \u003cli\u003eDesigner\u003c/li\u003e \u003cli\u003eWeb developer\u003c/li\u003e \u003cli\u003eEmail marketing specialist\u003c/li\u003e \u003cli\u003eData scientist\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThese roles can remain in-house. Or, you can outsource to agencies and freelancers to fill any gaps. \u003c/p\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/reasons-to-outsource-marketing/\"\u003eOutsourcing marketing\u003c/a\u003e activities related to content can save time, money, and let you tap into expertise that in-house employees may lack.\u003c/p\u003e\u003cp\u003eAsk yourself these questions if you’re unsure whether you should outsource or hire in-house for certain roles:\u003c/p\u003e\u003cul\u003e \u003cli\u003eDo we have the budget for an in-house role?\u003c/li\u003e \u003cli\u003eDo we have the internal expertise and bandwidth to manage this role in-house?\u003c/li\u003e \u003cli\u003eDo we need a high level of direct control over this role's day-to-day tasks?\u003c/li\u003e \u003cli\u003eDoes this role rely on proprietary information or internal processes that could be difficult for external hires to access?\u003c/li\u003e \u003cli\u003eWill this person have a consistent workload?\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003e6. Incorporate User-Generated Content\u003c/h2\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/user-generated-content/\"\u003eUser-generated content\u003c/a\u003e (UGC) is any content created by your customers or other contributors, and it adds to your content efforts without requiring additional work.\u003c/p\u003e\u003cp\u003eHere’s an example of UGC on Instagram (you can tell this is likely UGC because Apple credited the photo to someone else):\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8a/1f/8a1f4b7a6618912055efa9edd887c01d/b7a34512d9cef3dbbf31744dd56f5738/AD_4nXeo2HNjT4qPgA0Oa7eRs1kP-_vTm1DAXgB7xdPTABezzk57DjzVH1rP_K1NUoFKN-Uc27Pz-2wzOORDVO-6kaetdYsWhWYv4fWXdRWn4qNEZmMDzcwqRZO2xHP1Y-YPKRMDNWMBeixtTvL6A5Zq6MjsYWcb.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"apple ugc content shows a photo of a boardwalk at sunset with large bubbles floating through the air. which was captured with an iphone\" data-original=\"https://static.semrush.com/blog/uploads/media/8a/1f/8a1f4b7a6618912055efa9edd887c01d/b7a34512d9cef3dbbf31744dd56f5738/original\" height=\"1173\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8a/1f/8a1f4b7a6618912055efa9edd887c01d/b7a34512d9cef3dbbf31744dd56f5738/AD_4nXeo2HNjT4qPgA0Oa7eRs1kP-_vTm1DAXgB7xdPTABezzk57DjzVH1rP_K1NUoFKN-Uc27Pz-2wzOORDVO-6kaetdYsWhWYv4fWXdRWn4qNEZmMDzcwqRZO2xHP1Y-YPKRMDNWMBeixtTvL6A5Zq6MjsYWcb\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSome examples of UGC include:\u003c/p\u003e\u003cul\u003e \u003cli\u003eTestimonials (written or video)\u003c/li\u003e \u003cli\u003eBlog articles that mention your product or service\u003c/li\u003e \u003cli\u003eVideos and photos that showcase your product or service (like unboxingings or video tutorials)\u003c/li\u003e \u003cli\u003ePodcast episodes talking about your product or service\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eYou can collect UGC with a tool like \u003ca href=\"https://www.semrush.com/apps/brand-monitoring/\"\u003eBrand Monitoring\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eAfter \u003ca href=\"https://www.semrush.com/kb/1266-brand-monitoring-app\"\u003econfiguring the tool\u003c/a\u003e, you’ll get notified anytime someone uses your brand name or branded terms across the web. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/2f/9c/2f9c20119751af362dad68145929927e/88691802d06fce851c078ca1de70891a/AD_4nXfNS-IaVE5hxiArixOfrtHBNCh6cqP_y5WG1q6kC79VmdfMNp9Kc8a2RQYKkbZ43OJhXgDC2M611FpVMqPp_Bcv9dUoxr0EuhNdHus2Gxcc_WzPxhGKcTAF3SEFKwIXN8hbMdeP68bsa8SXSaIWBkkeIcUc.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"brand mentions filtered for positive sentiment and blog posts as a source\" data-original=\"https://static.semrush.com/blog/uploads/media/2f/9c/2f9c20119751af362dad68145929927e/88691802d06fce851c078ca1de70891a/original\" height=\"921\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2f/9c/2f9c20119751af362dad68145929927e/88691802d06fce851c078ca1de70891a/AD_4nXfNS-IaVE5hxiArixOfrtHBNCh6cqP_y5WG1q6kC79VmdfMNp9Kc8a2RQYKkbZ43OJhXgDC2M611FpVMqPp_Bcv9dUoxr0EuhNdHus2Gxcc_WzPxhGKcTAF3SEFKwIXN8hbMdeP68bsa8SXSaIWBkkeIcUc\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eLook for blog posts/articles that mention your brand or products. And ask if you have permission to reuse their content for your own marketing purposes.\u003c/p\u003e\u003ch2\u003e7. Perform Keyword Research\u003c/h2\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/keyword-research/\"\u003eKeyword research\u003c/a\u003e is a process that involves finding queries relevant to your brand that your target audience types into search engines, and creating content around those terms can help you rank, gain traffic, and even convert users. \u003c/p\u003e\u003cp\u003eFind keywords using the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\"\u003eKeyword Magic Tool\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eStart by entering a broad keyword related to your business. Then, enter your domain (for personalized recommendations), adjust the country (optional), and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/7a/7b/7a7bbf18a15811df5cc0ad62bb9aa385/67f3ea93224e23fdb195d67fcc14bfc5/AD_4nXcShf1fGbV1G4ycxtVtvDkZGsuSUIcKuAO74asQ-412R3nYI9A9nlQB0ZErUmr82CJfLNajGvO1IuGSPVLpX0ZEMU4k8OypvDsDpIMMlPby8oHVW2FVA__Z42u7xx8OKYL5BRy12AoIDuhSFnENOBv6XN97.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"keyword and domain entered into tool\" data-original=\"https://static.semrush.com/blog/uploads/media/7a/7b/7a7bbf18a15811df5cc0ad62bb9aa385/67f3ea93224e23fdb195d67fcc14bfc5/original\" height=\"616\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7a/7b/7a7bbf18a15811df5cc0ad62bb9aa385/67f3ea93224e23fdb195d67fcc14bfc5/AD_4nXcShf1fGbV1G4ycxtVtvDkZGsuSUIcKuAO74asQ-412R3nYI9A9nlQB0ZErUmr82CJfLNajGvO1IuGSPVLpX0ZEMU4k8OypvDsDpIMMlPby8oHVW2FVA__Z42u7xx8OKYL5BRy12AoIDuhSFnENOBv6XN97\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe tool will pull up a list of relevant keywords. There will be numbers beside individual keywords noting your position in the \u003ca href=\"https://www.semrush.com/blog/serp/\"\u003esearch engine results pages\u003c/a\u003e (SERPs) if your site is already ranking for that keyword. \u003c/p\u003e\u003cp\u003eYou’ll also get data like each keyword's Personal Keyword Difficulty (PKD %) score—how difficult it is for your specific site to rank in the top 10 results for each keyword. \u003c/p\u003e\u003cp\u003eSo, look for keywords with lower Personal Keyword Difficulty percentages. As those are likely easier to rank for.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/44/55/4455f55ae653ce560e5361ea77b6efe8/829d92280f094e1787ab6bb9aa753f27/AD_4nXeHRU2xgKZ414zhGHHnkhVdAjqRWGrmVtPuPtUUqI62Jb6WqtDxhO5mW1cc9LrUh1nE-nTThIN1jisqOYzCJvzXePf4peVkoUFa553QpEBK4mkJvHgYElKyUERWzYIKwNIYr5kfNsjuiBXXsiFU8tN9OPQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"pkd column highlighted showing this domain should have an easier time ranking for these keywords\" data-original=\"https://static.semrush.com/blog/uploads/media/44/55/4455f55ae653ce560e5361ea77b6efe8/829d92280f094e1787ab6bb9aa753f27/original\" height=\"940\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/44/55/4455f55ae653ce560e5361ea77b6efe8/829d92280f094e1787ab6bb9aa753f27/AD_4nXeHRU2xgKZ414zhGHHnkhVdAjqRWGrmVtPuPtUUqI62Jb6WqtDxhO5mW1cc9LrUh1nE-nTThIN1jisqOYzCJvzXePf4peVkoUFa553QpEBK4mkJvHgYElKyUERWzYIKwNIYr5kfNsjuiBXXsiFU8tN9OPQ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou should also pay attention to the keyword’s volume (its number of monthly searches). And its \u003ca href=\"https://www.semrush.com/blog/search-intent/\"\u003esearch intent\u003c/a\u003e—the reason someone searches that query.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/53/b0/53b05c3f8dc032bf420ca4b755bd520f/2643a4f1a327956b22ff42df1be3e725/AD_4nXey9tUh46grD4OrFrg4vZbe0UF8kzNnqRtHOUGgBJlslKUx6lrNb8n0Jj5yVZyWBpJGRpe9el0juA7VBTIkZYBiOYWS66pcAz9qLFwjSFs3lBC9OGC7xdPb4GcnTfnCa-UiAD-I-6O9_V339yzO0AiyTU7m.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"intent and volume columns highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/53/b0/53b05c3f8dc032bf420ca4b755bd520f/2643a4f1a327956b22ff42df1be3e725/original\" height=\"940\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/53/b0/53b05c3f8dc032bf420ca4b755bd520f/2643a4f1a327956b22ff42df1be3e725/AD_4nXey9tUh46grD4OrFrg4vZbe0UF8kzNnqRtHOUGgBJlslKUx6lrNb8n0Jj5yVZyWBpJGRpe9el0juA7VBTIkZYBiOYWS66pcAz9qLFwjSFs3lBC9OGC7xdPb4GcnTfnCa-UiAD-I-6O9_V339yzO0AiyTU7m\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhen you find a keyword you’d like to use, hover over the “\u003cstrong\u003e+\u003c/strong\u003e”sign and click the hamburger menu. This opens a widget where you can add keywords to lists. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ad/a9/ada97a862c974357d9bfe52348c68110/b6a431e5267542712f7345b0f13a6925/AD_4nXc8sparb5HjyQBpkmUYFh0noYJygmjiC6-fQOSWmClurKqv2pIu8zYPqJpkozMQLFhRpOzkmXaHMf8ntsQAmTGYuVfIUNsu8yb2OVBECrDp_XPa6JENNEBLUh9bEOrj4y_hsDaSc-jZhma-UjJXxFcE5EXA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"add to keyword list button highlighted to the left of the keyword\" data-original=\"https://static.semrush.com/blog/uploads/media/ad/a9/ada97a862c974357d9bfe52348c68110/b6a431e5267542712f7345b0f13a6925/original\" height=\"1165\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ad/a9/ada97a862c974357d9bfe52348c68110/b6a431e5267542712f7345b0f13a6925/AD_4nXc8sparb5HjyQBpkmUYFh0noYJygmjiC6-fQOSWmClurKqv2pIu8zYPqJpkozMQLFhRpOzkmXaHMf8ntsQAmTGYuVfIUNsu8yb2OVBECrDp_XPa6JENNEBLUh9bEOrj4y_hsDaSc-jZhma-UjJXxFcE5EXA\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eCreating lists helps you and your team organize keywords for later reference. \u003c/p\u003e\u003cp\u003eFor example, you can create a list of potential keywords for your SEO specialist to review. \u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordmagic/\" show_input=\"false\" header=\"Perform Keyword Research\" text=\"with the Keyword Magic Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch2\u003e8. Strengthen Your Site’s On-Page SEO\u003c/h2\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/on-page-seo/\"\u003eOn-page SEO\u003c/a\u003e refers to the activities you perform on webpages to help them rank higher in SERPs.\u003c/p\u003e\u003cp\u003eIt includes techniques like:\u003c/p\u003e\u003cul\u003e \u003cli\u003eUsing keywords in URLs\u003c/li\u003e \u003cli\u003eWriting keyword-rich \u003ca href=\"https://www.semrush.com/blog/title-tag/\"\u003etitle tags\u003c/a\u003e (HTML that specifies your webpage titles)\u003c/li\u003e \u003cli\u003eAdding internal links (links to other pages on your site) and external links (links to other sites) in content\u003c/li\u003e \u003cli\u003eWriting unique and informative content\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eUse the \u003ca href=\"https://www.semrush.com/on-page-seo-checker/\"\u003eOn Page SEO Checker\u003c/a\u003e to get a detailed analysis of your site’s on-page SEO, so you know what to improve. \u003c/p\u003e\u003cp\u003eAfter \u003ca href=\"https://www.semrush.com/kb/563-configuring-on-page-seo-checker\"\u003econfiguring the tool\u003c/a\u003e, go to the “\u003cstrong\u003eOptimization Ideas\u003c/strong\u003e” tab and click the blue “\u003cstrong\u003e# ideas\u003c/strong\u003e” button beside a page you want to optimize for more details.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ab/a8/aba87553c5e374d0c2bb1a1f1bb0f767/3a82316139a4a92a2f98c0ff9e835af7/AD_4nXf-es2GES4zVhSMOgjh1iu8qCDa2u2Zpg9Hel0x3ePM0eXpBy-Yk0k23TTcpCLC1OsKTxaA0cT_pF6vZawjVnWoRmktBnydP2L4uPZHuiMJagHDOBarpG4nok5Bhv49eqd0oCBfTiSyfQOCRGvRoqtXnUQQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"ideas button highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/ab/a8/aba87553c5e374d0c2bb1a1f1bb0f767/3a82316139a4a92a2f98c0ff9e835af7/original\" height=\"779\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ab/a8/aba87553c5e374d0c2bb1a1f1bb0f767/3a82316139a4a92a2f98c0ff9e835af7/AD_4nXf-es2GES4zVhSMOgjh1iu8qCDa2u2Zpg9Hel0x3ePM0eXpBy-Yk0k23TTcpCLC1OsKTxaA0cT_pF6vZawjVnWoRmktBnydP2L4uPZHuiMJagHDOBarpG4nok5Bhv49eqd0oCBfTiSyfQOCRGvRoqtXnUQQ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll get a report with suggested fixes. Such as improving your SEO strategy by targeting the right keywords for the page.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/98/7e/987e7cb3d57ccc1ef20db7f48049ab2c/7d3032327c0e23566a5dc29ea28a0864/AD_4nXcbVgHP4wKc2uS1lC8rDr0_XxXXY_P0iowTetshtMwp5JuKXnCB-xBCBmU4wYlAXXsaVaJi9NUQCisDCpSESwZj1BYz8XZPjYLQDhQo-lSgH2Hf6yXijQOqEDcnWCOHfFnVe390aM1LPERHUQkWOVCbk80.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"content marketing strategy idea highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/98/7e/987e7cb3d57ccc1ef20db7f48049ab2c/7d3032327c0e23566a5dc29ea28a0864/original\" height=\"826\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/98/7e/987e7cb3d57ccc1ef20db7f48049ab2c/7d3032327c0e23566a5dc29ea28a0864/AD_4nXcbVgHP4wKc2uS1lC8rDr0_XxXXY_P0iowTetshtMwp5JuKXnCB-xBCBmU4wYlAXXsaVaJi9NUQCisDCpSESwZj1BYz8XZPjYLQDhQo-lSgH2Hf6yXijQOqEDcnWCOHfFnVe390aM1LPERHUQkWOVCbk80\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eGo through and apply each suggestion for all pages listed.\u003c/p\u003e\u003ch2\u003e9. Target All Stages of the Marketing Funnel\u003c/h2\u003e\u003cp\u003eA \u003ca href=\"https://www.semrush.com/blog/marketing-funnel/\"\u003emarketing funnel\u003c/a\u003e simplifies the \u003ca href=\"https://www.semrush.com/blog/customer-journey/\"\u003ecustomer journey\u003c/a\u003e (the steps someone takes to turn into a loyal customer) and helps marketing teams understand the necessary content for each stage. \u003c/p\u003e\u003cp\u003eContent marketing funnels contain three sections: top of the funnel (ToFu), middle of the funnel (MoFu), and bottom of the funnel (BoFu).\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d4/ca/d4ca5c981d1673a6722790b497fd3350/2dfe7db60aeff39f2997e5f3327381af/AD_4nXf0RqCXE4ZVQ7ke-ftgTclnVwgK0OyC6vIUdyDEH61ROgEWGjIkQ_CjdrWUNTkJoajXpCgMp5XaWL6EwqCkG4QJcsAx2GQpyermhYP1F_N7VbLx8jumC4EX4spL0Y2gH-VEqQv3ZigABvcDIUdXkYUIwXy6.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"top of funnel means people become aware of the problem you can solve. middle means prospects want a solution and consider their options. bottom means prospects decide on a solution and become customers\" data-original=\"https://static.semrush.com/blog/uploads/media/d4/ca/d4ca5c981d1673a6722790b497fd3350/2dfe7db60aeff39f2997e5f3327381af/original\" height=\"1006\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d4/ca/d4ca5c981d1673a6722790b497fd3350/2dfe7db60aeff39f2997e5f3327381af/AD_4nXf0RqCXE4ZVQ7ke-ftgTclnVwgK0OyC6vIUdyDEH61ROgEWGjIkQ_CjdrWUNTkJoajXpCgMp5XaWL6EwqCkG4QJcsAx2GQpyermhYP1F_N7VbLx8jumC4EX4spL0Y2gH-VEqQv3ZigABvcDIUdXkYUIwXy6\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd you should have plenty of content for each stage to ensure you’re reaching all potential customers and speaking to them where they are. \u003c/p\u003e\u003cp\u003eHere’s an example of what the buyer’s journey could look like for someone who wants to cover windows in their home—and some content ideas for each stage:\u003c/p\u003e\u003col\u003e \u003cli\u003e\u003cstrong\u003eToFu\u003c/strong\u003e: They Google “window covering ideas” to get inspiration. While searching, they come across a blog post from a company that sells peel-and-stick window privacy film.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eMoFu\u003c/strong\u003e: They follow the company on Instagram where they see UGC showing different types of privacy films in people’s homes\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eMoFu\u003c/strong\u003e: They check out the company’s YouTube channel and come across how-to tutorials showcasing ease of use\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eBoFu\u003c/strong\u003e: They see a customer testimonial posted to Instagram and decide to buy the product\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eThe above example is a simple buyer’s journey with different types of content for each stage. \u003c/p\u003e\u003cp\u003eReal-life journeys typically have many more steps. And some people might stay in certain stages longer than others or even revisit past stages. \u003c/p\u003e\u003cp\u003eAn easy way to determine what content goes in which stage is to use the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\"\u003eKeyword Magic Tool\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eOpen the tool, enter a broad keyword, and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cp\u003eGo through the keywords and pay attention to the “Intent” column.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/c8/49/c8492f78faf073ee0d3e565db79bbb99/4fe643cecfaf7035c575b93f96475a06/AD_4nXcbybbZYbc4RKsuUUAparYpnokj4sR2iWXV39BOvP_v29m6lVYRQIP6Gg8PpQivit6q3sS6MDjH3GFI2qkaEUMto8XfVrCCLiWqgOJ0HKQFG2yEwEMU2hb4cFBwG6E5pE92WyJvda0pc3eA3Avpmn5xbIo.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"intent column highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/c8/49/c8492f78faf073ee0d3e565db79bbb99/4fe643cecfaf7035c575b93f96475a06/original\" height=\"963\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c8/49/c8492f78faf073ee0d3e565db79bbb99/4fe643cecfaf7035c575b93f96475a06/AD_4nXcbybbZYbc4RKsuUUAparYpnokj4sR2iWXV39BOvP_v29m6lVYRQIP6Gg8PpQivit6q3sS6MDjH3GFI2qkaEUMto8XfVrCCLiWqgOJ0HKQFG2yEwEMU2hb4cFBwG6E5pE92WyJvda0pc3eA3Avpmn5xbIo\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThere are four \u003ca href=\"https://www.semrush.com/blog/keyword-intent/\"\u003ekeyword intent types\u003c/a\u003e, and they align with different stages of the funnel:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eInformational\u003c/strong\u003e: The user wants information about a topic (e.g., “window covering ideas”). These keywords are usually ToFu.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eCommercial\u003c/strong\u003e: The user is researching products or brands (e.g., “window privacy film vs zebra blinds”). These keywords are usually MoFu.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eNavigational\u003c/strong\u003e: The user wants to find a specific website or page (e.g., “hunter douglas website”). These keywords are likely MoFu or BoFu.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eTransactional\u003c/strong\u003e: The user wants to buy a certain product (e.g., “buy hunter douglas zebra blinds”). These keywords are BoFu.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eGo through the keywords and make sure you select different ones to cover each stage of the funnel. \u003c/p\u003e\u003cp\u003eAnd although the Keyword Magic Tool’s data is related to search engines, you can also use it to understand your buyer's journey and come up with ideas for other types of content and platforms.\u003c/p\u003e\u003cp\u003eFor example, the keyword “egress window covers” has commercial intent. And you may have social media followers who are near the bottom of the funnel. \u003c/p\u003e\u003cp\u003eSo, you could create a series of Instagram posts that highlights different egress window covers through reels and static posts.\u003c/p\u003e\u003ch2\u003e10. Create a Content Calendar\u003c/h2\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/content-calendar/\"\u003eContent calendars\u003c/a\u003e are detailed schedules that let teams collaborate and track each piece of content and its details (e.g., status, content type, topic, its funnel stage, etc).\u003c/p\u003e\u003cp\u003eHere’s an example:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/70/d5/70d58dcb454878340d2cbc8a44334bec/d06af91acb27bb207a683bfd47fab67d/AD_4nXfmSAQ33Gse7paqJEzGKvP7ejyELtnoSRWUsnVuNHxUYTxN0uoAW0tHsVAVKI2fY7hMHLKXoSGPtTdbMxbVPJvBpt3i73crc46WnohkXIWKkqOKW7qU1FCK0H2HpLN09wyTD9OR6DIewaaAfF5MCQU0fqM.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"content marketing calendar example in google sheets\" data-original=\"https://static.semrush.com/blog/uploads/media/70/d5/70d58dcb454878340d2cbc8a44334bec/d06af91acb27bb207a683bfd47fab67d/original\" height=\"425\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/70/d5/70d58dcb454878340d2cbc8a44334bec/d06af91acb27bb207a683bfd47fab67d/AD_4nXfmSAQ33Gse7paqJEzGKvP7ejyELtnoSRWUsnVuNHxUYTxN0uoAW0tHsVAVKI2fY7hMHLKXoSGPtTdbMxbVPJvBpt3i73crc46WnohkXIWKkqOKW7qU1FCK0H2HpLN09wyTD9OR6DIewaaAfF5MCQU0fqM\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis birds-eye view can clue you into times when you may need to adjust your planned content. \u003c/p\u003e\u003cp\u003eFor example, you realize blog posts have consistently outperformed videos for the past three months. But when you review your content calendar, you see that your team is planning to mainly produce videos. \u003c/p\u003e\u003cp\u003eKnowing this, you can adjust your plans to focus on more blog content.\u003c/p\u003e\u003cp\u003eSpreadsheets often make suitable (and budget-friendly) options for creating content calendars. Or, you can use a project management tool like \u003ca href=\"https://monday.com/lp/marketing\"\u003eMonday\u003c/a\u003e or \u003ca href=\"https://asana.com/\"\u003eAsana\u003c/a\u003e.\u003c/p\u003e\u003ch2\u003e11. Repurpose Content for Different Channels\u003c/h2\u003e\u003cp\u003eContent repurposing is when you reuse—and tweak—content for different channels, which can save you time and money. \u003c/p\u003e\u003cp\u003eFor example, here’s a section from one of our blog posts:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a6/96/a696055d443afe105aeb58a23776d6d8/a04043ce538b69632e1481aff8734077/AD_4nXfs4UxD9DjS9BRaBTcktZNqZofp050-gkDjtDYbSXX2wAihFLpZuYUxz6dRxgF-zeU6b-TuHY-ADuv6F0ahn1x5tR9Y0SbOqeh-oYzj4f1NFbqSFveutWaXTmf4XKchXH2OR_rSSWYDeE3trXYMjjtunacd.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"portion of blog post on skills you need to become an seo freelancer\" data-original=\"https://static.semrush.com/blog/uploads/media/a6/96/a696055d443afe105aeb58a23776d6d8/a04043ce538b69632e1481aff8734077/original\" height=\"1095\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a6/96/a696055d443afe105aeb58a23776d6d8/a04043ce538b69632e1481aff8734077/AD_4nXfs4UxD9DjS9BRaBTcktZNqZofp050-gkDjtDYbSXX2wAihFLpZuYUxz6dRxgF-zeU6b-TuHY-ADuv6F0ahn1x5tR9Y0SbOqeh-oYzj4f1NFbqSFveutWaXTmf4XKchXH2OR_rSSWYDeE3trXYMjjtunacd\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWe took the bulleted text and turned it into a graphic for Facebook: \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ce/b2/ceb20bc99f4e3027f54dfb600dd3b74e/ca4edf9ea39928fb4bc4b0fe20a93949/AD_4nXfMvraLGJC42DldUf1U1O88eokKKSIRpNiN1P_W1Ea3beuF5E4CMS36RXJXexj7-k2RO2J-sKhSXuf8SSelBX_KlnUl-yX21QzOxjk99JEaQVDG310DoCfKCVmCWHyFg_AWjDjwBvspqs8p_703nAKUM1PZ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"that same blog post section repurposed for a facebook post\" data-original=\"https://static.semrush.com/blog/uploads/media/ce/b2/ceb20bc99f4e3027f54dfb600dd3b74e/ca4edf9ea39928fb4bc4b0fe20a93949/original\" height=\"1419\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ce/b2/ceb20bc99f4e3027f54dfb600dd3b74e/ca4edf9ea39928fb4bc4b0fe20a93949/AD_4nXfMvraLGJC42DldUf1U1O88eokKKSIRpNiN1P_W1Ea3beuF5E4CMS36RXJXexj7-k2RO2J-sKhSXuf8SSelBX_KlnUl-yX21QzOxjk99JEaQVDG310DoCfKCVmCWHyFg_AWjDjwBvspqs8p_703nAKUM1PZ\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eHere are some ideas for repurposing your content:\u003c/p\u003e\u003cul\u003e \u003cli\u003eExtract quotes from written content and turn them into social media graphics (like we did in the example above)\u003c/li\u003e \u003cli\u003eTake podcast show notes and reformat them into blog posts (or do the opposite and turn blog posts into podcast episodes)\u003c/li\u003e \u003cli\u003eTake long-form videos (like YouTube content) and divide them into smaller videos for Instagram Reels, YouTube Shorts, and TikTok videos\u003c/li\u003e \u003cli\u003eCreate summaries of blog posts and send those summaries to your email list\u003c/li\u003e \u003cli\u003eConvert webinars into \u003ca href=\"https://www.semrush.com/blog/what-is-lead-magnet/\"\u003elead magnets\u003c/a\u003e (assets people receive in exchange for their email address)\u003c/li\u003e \u003cli\u003eTurn blog posts into videos\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIf you’re looking to turn blog content into videos, try the \u003ca href=\"https://www.semrush.com/apps/ai-video-marketing-automator/\"\u003eAI Video Marketing Automator\u003c/a\u003e app.\u003c/p\u003e\u003cp\u003eClick “\u003cstrong\u003eGet for Free\u003c/strong\u003e,” head into the app, and select “\u003cstrong\u003eURL to Video\u003c/strong\u003e.” \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3d/df/3ddfabbffb60b08d70b762012a3b1611/fc425bf258881a7c58760b1a8f972832/AD_4nXdp23XozyWRpv4F50RryQ_84bIUvd4LcanZ_Hor5Zt3darQkQgXv-arJCAC1a-ZpuXtzbqmGM8k2jbW_KcatTQKZrVKVqnnyU0XSqm9I8OtXRXJYSLVvjUK6aJ47k-F6rX0gLcz_FyMG-nlcoLkpSPkr3c.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"url to video highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/3d/df/3ddfabbffb60b08d70b762012a3b1611/fc425bf258881a7c58760b1a8f972832/original\" height=\"1063\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3d/df/3ddfabbffb60b08d70b762012a3b1611/fc425bf258881a7c58760b1a8f972832/AD_4nXdp23XozyWRpv4F50RryQ_84bIUvd4LcanZ_Hor5Zt3darQkQgXv-arJCAC1a-ZpuXtzbqmGM8k2jbW_KcatTQKZrVKVqnnyU0XSqm9I8OtXRXJYSLVvjUK6aJ47k-F6rX0gLcz_FyMG-nlcoLkpSPkr3c\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFill out the pop-up window and click “\u003cstrong\u003eCreate Video\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a6/02/a602a09eff6b3386f8e436e41245bff8/439118c8d6b96e91af81af094c3db00f/AD_4nXcjnYk3lo-4dSUgGx3SqOvl7uta1UIHSpMbKEOm223gDg7NmnGU5JT8slKbVbTYuauLf6eWWcoYpVIoKE-KGWWSnroRoid-zldNr04MdNe_v5tUtXSPpgZaFZ72ZaDw5MLI8RG1BaUf_LFepS2pDznz-er6.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"settings pop up allows you to input a url, choose video type, choose length and platform, and type of illustrations\" data-original=\"https://static.semrush.com/blog/uploads/media/a6/02/a602a09eff6b3386f8e436e41245bff8/439118c8d6b96e91af81af094c3db00f/original\" height=\"1062\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a6/02/a602a09eff6b3386f8e436e41245bff8/439118c8d6b96e91af81af094c3db00f/AD_4nXcjnYk3lo-4dSUgGx3SqOvl7uta1UIHSpMbKEOm223gDg7NmnGU5JT8slKbVbTYuauLf6eWWcoYpVIoKE-KGWWSnroRoid-zldNr04MdNe_v5tUtXSPpgZaFZ72ZaDw5MLI8RG1BaUf_LFepS2pDznz-er6\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe tool will spend a few minutes creating your video. \u003c/p\u003e\u003cp\u003eOnce it’s finished, you can adjust things like the voice, style, music, the content, and more.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/5b/96/5b961804e55707bd5894e248b99bfbe8/39b7cd819b3e0c330eebc1e80a4a42c4/AD_4nXcw1LumnZWWuHxbbw1XYOJz_-F1Bn9rwhhfU6O5FiROiEsEm4krMOWU7zuY7Eq-UUTr-hOFEDPlQUmexgU8fFY6A06erb2gesplI8JMxBbPOAoJ1ZH7taE3UHHVybiR1G5SY16Fn9muRQOayykaSMysWxw5.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"finished video output has the video on the left and voiceover text on the right\" data-original=\"https://static.semrush.com/blog/uploads/media/5b/96/5b961804e55707bd5894e248b99bfbe8/39b7cd819b3e0c330eebc1e80a4a42c4/original\" height=\"942\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5b/96/5b961804e55707bd5894e248b99bfbe8/39b7cd819b3e0c330eebc1e80a4a42c4/AD_4nXcw1LumnZWWuHxbbw1XYOJz_-F1Bn9rwhhfU6O5FiROiEsEm4krMOWU7zuY7Eq-UUTr-hOFEDPlQUmexgU8fFY6A06erb2gesplI8JMxBbPOAoJ1ZH7taE3UHHVybiR1G5SY16Fn9muRQOayykaSMysWxw5\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003e12. Use Subject Matter Experts’ Insights\u003c/h2\u003e\u003cp\u003eSubject matter experts (SMEs) are people with a high level of knowledge in a particular area that you can include in your content to build \u003ca href=\"https://www.semrush.com/blog/complete-guide-to-thought-leadership-for-business/\"\u003ethought leadership\u003c/a\u003e—when you share influential and highly educational content that positions your brand as an expert in your niche. \u003c/p\u003e\u003cp\u003eSMEs can be internal (people who work for your company) or external (other experts in your niche).\u003c/p\u003e\u003cp\u003eHere’s how Hotjar uses internal SMEs to weave expertise into blog posts:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/0f/07/0f07f10b9e6fee50c8357584ae759bff/152231609b6e0a14ecefabf8db4b5d87/AD_4nXexMnUgVzH-xuakJ2zF7OC6mM5AFCyL8V1F90opdNO8B0nuHmirsrizq3M_XEN97DnfZzxWcn0vF0XHwBxwlg61jKi8BxafrjxYITknUrYQU0P5dN8bF93_iWau-9srwiCVx0m85hgTiCjCEOTgeaI0Zumu.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"this sme gives a quote featured in the blog post\" data-original=\"https://static.semrush.com/blog/uploads/media/0f/07/0f07f10b9e6fee50c8357584ae759bff/152231609b6e0a14ecefabf8db4b5d87/original\" height=\"502\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/0f/07/0f07f10b9e6fee50c8357584ae759bff/152231609b6e0a14ecefabf8db4b5d87/AD_4nXexMnUgVzH-xuakJ2zF7OC6mM5AFCyL8V1F90opdNO8B0nuHmirsrizq3M_XEN97DnfZzxWcn0vF0XHwBxwlg61jKi8BxafrjxYITknUrYQU0P5dN8bF93_iWau-9srwiCVx0m85hgTiCjCEOTgeaI0Zumu\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can find potential SMEs to partner with by:\u003c/p\u003e\u003cul\u003e \u003cli\u003eReaching out to in-house experts\u003c/li\u003e \u003cli\u003eChecking contributors in industry publications\u003c/li\u003e \u003cli\u003eNetworking at events\u003c/li\u003e \u003cli\u003eEngaging with authors of relevant studies\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThen, come up with a plan for how you’d like to partner with each SME. \u003c/p\u003e\u003cp\u003eFor example, you might want an in-house expert to write a blog post. Or, you could interview an industry expert on your podcast. \u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eConsider adding a column to your content marketing calendar for SME content. This way, you can track which pieces will have expert insights and which ones may benefit from it.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003e13. Create a Mix of Evergreen, Seasonal, and Trending Content\u003c/h2\u003e\u003cp\u003ePublishing a mix of evergreen, seasonal, and trending content helps you maximize engagement and reach.\u003c/p\u003e\u003cp\u003eThere are three main types of content based on lifespan:\u003c/p\u003e\u003col\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/evergreen-content/\"\u003e\u003cstrong\u003eEvergreen content\u003c/strong\u003e\u003c/a\u003e remains relevant over a long period of time—sometimes even years. And you don’t need to make major updates frequently. Like a blog post with tips for painting interior walls.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eSeasonal content\u003c/strong\u003e is tied to specific events, holidays, and seasons. It doesn’t hold relevance over an entire year but may be relevant at the same point in time for several years to come. Such as a blog post with Halloween recipes.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eTrending content\u003c/strong\u003e is content that’s highly relevant for a short period of time and can give you a quick burst of interaction as people look up the trend. Like our Instagram post that references the “demure” trend of August 2024:\u003c/li\u003e\u003c/ol\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/9b/c3/9bc300811505b7fdf8e02043fcb473ec/4da4d3804cde0763f034eb6a09637860/AD_4nXfWRIzw3MwaAHiYnIqb21M1BhF7v16tpQhjg7y7mAkA7qbE5Nyia7dsqPJ68sKtkEuEXNITD29QwW1Gi4L0HnkBLvOISyi8b1eFFSHzv8c2IY2Bwvp648QWuY_Qzc6RR3fs78b8GPL8nwUwJrQdMVA1nCZ5.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"instagram carousel post about how to go from stressed to a very demure, very mindful marketer in 24 hours\" data-original=\"https://static.semrush.com/blog/uploads/media/9b/c3/9bc300811505b7fdf8e02043fcb473ec/4da4d3804cde0763f034eb6a09637860/original\" height=\"1160\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/9b/c3/9bc300811505b7fdf8e02043fcb473ec/4da4d3804cde0763f034eb6a09637860/AD_4nXfWRIzw3MwaAHiYnIqb21M1BhF7v16tpQhjg7y7mAkA7qbE5Nyia7dsqPJ68sKtkEuEXNITD29QwW1Gi4L0HnkBLvOISyi8b1eFFSHzv8c2IY2Bwvp648QWuY_Qzc6RR3fs78b8GPL8nwUwJrQdMVA1nCZ5\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFiguring out how much evergreen content to make versus seasonal and trending content requires experimentation. \u003c/p\u003e\u003cp\u003eWe recommend tracking your content’s results to see which type of content performs best and which type yields the highest return. You can adjust from there. \u003c/p\u003e\u003ch2\u003e14. Use AI When Appropriate\u003c/h2\u003e\u003cp\u003eUsing \u003ca href=\"https://www.semrush.com/blog/ai-content-marketing/\"\u003eAI in content marketing\u003c/a\u003e can speed up your processes and help you come up with more ideas. But you shouldn't rely on AI to create polished, ready-to-publish content for you. \u003c/p\u003e\u003cp\u003eWhy?\u003c/p\u003e\u003cp\u003eBecause there’s risk of bias, hallucinations, and even plagiarism. \u003c/p\u003e\u003cp\u003eBut by knowing those risks you can build checks and balances into your content creation process to avoid them. \u003c/p\u003e\u003cp\u003eFor example, instead of writing an entire blog post with \u003ca href=\"https://www.semrush.com/blog/generative-ai/\"\u003egenerative AI\u003c/a\u003e, you can use it to review human-written blog posts and give you tips for things like SEO and readability.\u003c/p\u003e\u003cp\u003eSemrush’s \u003ca href=\"https://www.semrush.com/swa/\"\u003eSEO Writing Assistant\u003c/a\u003e is an AI-powered tool that’s useful for optimizing content. \u003c/p\u003e\u003cp\u003eJust enter your blog post’s keywords into the “\u003cstrong\u003eKeywords\u003c/strong\u003e” area, adjust the target audience, and click “\u003cstrong\u003eGet recommendations\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/db/ed/dbed9294395a496f919e8160f39e6959/4bf04e8a48362b9ef6f72ab4bbf37bf0/AD_4nXdjP3yZxhWm-GLIehgf19_S3tVmBQcaucKzv1bBK-Y21CjQCbsYWOp-CHP6zlzJFywdU4G1Rgl7BsuZq_HYmrWyiCrEEpodQhyp4wNoYKZgRUC0B18pS77ow-Cq8pmH3faglKmso-yet3ZfXHY20ZbKGDP1.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"keywords entered into SEO writing assistant\" data-original=\"https://static.semrush.com/blog/uploads/media/db/ed/dbed9294395a496f919e8160f39e6959/4bf04e8a48362b9ef6f72ab4bbf37bf0/original\" height=\"1424\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/db/ed/dbed9294395a496f919e8160f39e6959/4bf04e8a48362b9ef6f72ab4bbf37bf0/AD_4nXdjP3yZxhWm-GLIehgf19_S3tVmBQcaucKzv1bBK-Y21CjQCbsYWOp-CHP6zlzJFywdU4G1Rgl7BsuZq_HYmrWyiCrEEpodQhyp4wNoYKZgRUC0B18pS77ow-Cq8pmH3faglKmso-yet3ZfXHY20ZbKGDP1\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThen write your blog post directly in the editor or copy and paste from elsewhere.\u003c/p\u003e\u003cp\u003eThe tool reviews what’s already ranking in the search results to give you recommendations on how to improve your own content. And provides recommendations for readability, SEO, originality, and tone of voice.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/aa/04/aa0437c459896a853043877675443ff7/11459988718e100430cb81a778691ef6/AD_4nXeAoswcR-xnpH4KTjS7lrT8kR78AYiGNDA8M-Wl8SFXfdl25sDWcIZR5Bapsv3xZktfkTtDsSF7zV7FG6zXd4zXx1naPKfEmHULYlYYAGwYlW4cLtF_LdHSBw9K_j8qWNVS8awYSmEp6zmMi763RU5CZ7TK.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"text entered and the score is 4.6 out of 10 with room for improvement in readability and seo especially\" data-original=\"https://static.semrush.com/blog/uploads/media/aa/04/aa0437c459896a853043877675443ff7/11459988718e100430cb81a778691ef6/original\" height=\"1253\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/aa/04/aa0437c459896a853043877675443ff7/11459988718e100430cb81a778691ef6/AD_4nXeAoswcR-xnpH4KTjS7lrT8kR78AYiGNDA8M-Wl8SFXfdl25sDWcIZR5Bapsv3xZktfkTtDsSF7zV7FG6zXd4zXx1naPKfEmHULYlYYAGwYlW4cLtF_LdHSBw9K_j8qWNVS8awYSmEp6zmMi763RU5CZ7TK\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you get stuck, you can use the Smart Writer features to compose AI-generated text or rewrite existing text. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/30/61/3061a45a68f6dced06dc63084946901c/b6e268e359e9d76fa056f80b23c072bb/AD_4nXfe6NrE82TT1lr14N6_66PLw8DbKILRBz6CSLdGHCuRJGL0_aemNlVmKwZ2mA316Ac4D9oujAbtyE1fuJ553GOYeVcYYaGuKUy0i_dmD1ykwO2-e8X5939iYTujR1ha3Jc_gNnBD-NE23BMmldDa8KaDg8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"smart writer tools include rephraser, compose, and ask AI\" data-original=\"https://static.semrush.com/blog/uploads/media/30/61/3061a45a68f6dced06dc63084946901c/b6e268e359e9d76fa056f80b23c072bb/original\" height=\"1059\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/30/61/3061a45a68f6dced06dc63084946901c/b6e268e359e9d76fa056f80b23c072bb/AD_4nXfe6NrE82TT1lr14N6_66PLw8DbKILRBz6CSLdGHCuRJGL0_aemNlVmKwZ2mA316Ac4D9oujAbtyE1fuJ553GOYeVcYYaGuKUy0i_dmD1ykwO2-e8X5939iYTujR1ha3Jc_gNnBD-NE23BMmldDa8KaDg8\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003e15. Measure Results\u003c/h2\u003e\u003cp\u003eMeasuring your content’s results lets you see what needs improvement and whether you need to adjust your strategy. \u003c/p\u003e\u003cp\u003eReview the KPIs that align with your goals because those are the metrics you should track.\u003c/p\u003e\u003cp\u003eFor example, let’s say you’re aiming to grow brand awareness by increasing your number of new followers across social media. Semrush’s \u003ca href=\"https://www.semrush.com/social-media/analytics/\"\u003eSocial Analytics\u003c/a\u003e tool tracks this for Facebook, LinkedIn, TikTok, and Instagram.\u003c/p\u003e\u003cp\u003eBut it also lets you review a host of other metrics to provide even more insight into your performance and what you might need to do to improve.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ae/ed/aeed25f4f63fd6315df4153bd223c67c/c01c6ed6f8b9bcb94bc7ddaf1aa03d9e/AD_4nXdz6M_UyLKkWgufENZ7J7gWPxCs10IMw2lK4iTyLvnp9Ykpb7EG-_SomiBZksTuzo4kNop9kSU9fBVQ2qcXqFBblGCqjFclTpjadA-JMnxLiLWI0eItnyHUHd2uKQlxkBgE_FDlSVAnWbDibDZytiQvBk5W.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Social Analytics overview shows metrics across platforms\" data-original=\"https://static.semrush.com/blog/uploads/media/ae/ed/aeed25f4f63fd6315df4153bd223c67c/c01c6ed6f8b9bcb94bc7ddaf1aa03d9e/original\" height=\"770\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ae/ed/aeed25f4f63fd6315df4153bd223c67c/c01c6ed6f8b9bcb94bc7ddaf1aa03d9e/AD_4nXdz6M_UyLKkWgufENZ7J7gWPxCs10IMw2lK4iTyLvnp9Ykpb7EG-_SomiBZksTuzo4kNop9kSU9fBVQ2qcXqFBblGCqjFclTpjadA-JMnxLiLWI0eItnyHUHd2uKQlxkBgE_FDlSVAnWbDibDZytiQvBk5W\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAnd \u003ca href=\"https://www.semrush.com/organic_traffic_insights/\"\u003eOrganic Traffic Insights\u003c/a\u003e combines data from Google Analytics, Google Search Console, and Semrush into one dashboard. So you can easily monitor website-related KPIs like click-through rates, sessions, and keyword rankings.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/6b/19/6b19d479c803723afb790edd25d62c9e/06ca18ce6aa68db8891fb3e853a28518/AD_4nXcp6TvxC-SWjATlR9zO4QnOHrOwIf-_-ZOx5mDf-XygGkutz242R9k8q5NCAoY6izGzYTSDc0PwH0PTLbLlE-YXOgyGgwVG7AwJXa0tRvipfpT03IzPNAGg9AAHrmaw13OuI6MpOs2fKvXmMkSZDkfRpGY8.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"organic search traffic by landing page, combines Semrush, google search console and google analytics data\" data-original=\"https://static.semrush.com/blog/uploads/media/6b/19/6b19d479c803723afb790edd25d62c9e/06ca18ce6aa68db8891fb3e853a28518/original\" height=\"880\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6b/19/6b19d479c803723afb790edd25d62c9e/06ca18ce6aa68db8891fb3e853a28518/AD_4nXcp6TvxC-SWjATlR9zO4QnOHrOwIf-_-ZOx5mDf-XygGkutz242R9k8q5NCAoY6izGzYTSDc0PwH0PTLbLlE-YXOgyGgwVG7AwJXa0tRvipfpT03IzPNAGg9AAHrmaw13OuI6MpOs2fKvXmMkSZDkfRpGY8\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003eElevate Your Content Marketing Endeavors\u003c/h2\u003e\u003cp\u003eContent marketing has many moving parts that follow the buyer’s journey across social media, webpages, email, and more.\u003c/p\u003e\u003cp\u003eSemrush has a variety of tools that can help you follow these best practices across your content efforts. \u003c/p\u003e\u003cp\u003eReady to try them?\u003c/p\u003e\u003cp\u003eGet your \u003ca href=\"https://www.semrush.com/signup/get-free-trial/\"\u003efree trial\u003c/a\u003e today.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/get-free-trial/\" show_input=\"false\" header=\"Elevate Your Digital Strategy\" text=\"with a Semrush Subscription\" button_text=\"Start Free Trial\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[{"language":"es","url":"buenas-practicas-marketing-contenidos/","title":"Buenas prácticas en marketing de contenidos: tips de redacción"},{"language":"fr","url":"meilleures-pratiques-de-content-marketing-en-2017/","title":"Les meilleures pratiques du Content Marketing en 2018"},{"language":"it","url":"content-writing-best-practice-2017/","title":"Content writing: le Best Practice nel 2017"},{"language":"pt","url":"guia-semrush-melhores-praticas-de-marketing-de-conteudo-2018/","title":"Guia Semrush: Melhores Práticas de Marketing de Conteúdo 2019"}],"category":{"id":11,"name":"Content","slug":"content","lang":"en","description":"Content is at the heart of effective online communication. 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