Daria Alexeeva

Draft a content strategy

What are the key components of your strategy?

As I can see by Similarweb Leadersnation website has 93,6% of direct traffic and only 3% of organic. SEO isn't implemented so it means that gaining organic traffic with the help of SEO quickly will be tough.

Anyway, to implement SEO and drive organic traffic we have to develop Leadersnation website first. Cause it won't drive traffic as a one-page website. (*Will be glad to share ideas during our call)

The exact topics we can define after analyzing websites of similar services (what brings traffic to them: most popular articles, pages, etc) and hot trends and problems in marketing that are being discussed among online marketing specialists and managers. (*Will be glad to share how I did it before during our call)

Preliminarily it is better to focus on topics that will bring traffic from content syndication, guest blogging, etc.

Topics that drive traffic and attention the most now

• Case Studies
• Step-by-step Guides
• Growth Hacks Ideas
• Marketing Tools review and comparison

What are your guiding principles to achieve success?

If we talk about content creation - we just have to analyze what others do and do it better.

But overall success depends on hard work on content syndication. Cause to create the content is half the job. The main task is to distribute and convey it to the relevant reader. For this, I have my own step-by-step content sharing strategy which I stick to. This strategy aimed to gain traffic, links to website (SEO) and PR.

How do you plan to execute your strategy?

Content strategy for Website Development: analyze websites of similar services, gather insights on what drives traffics to them (what pages, articles, etc), develop website taking into account all ideas that work the best.

Content strategy for Content Syndication: we choose the most appealing topics on marketing, create a brief on the article taking into account its goal (to tell about the opportunity of having a call with a relevant specialist in every domain of online marketing sphere to exchange experience and just widen the professional network). This type of content is easy to share on different relevant platforms so it's a quick way to gain traffic to the website.

*Will be glad to provide a toolset I will use during our call

Draft a strategy for paid digital campaigns

What is your strategy for a high converting campaign?

Firstly, very targeted campaigns.

What can we do right now?

• Install pixels on website for remarketing: Facebook, Linkedin, Quora etc
• On Linkedin we can target people with specific job titles or job functions. It’s a professional network so this data is accurate there (example on the next slide).
• Also, we can create matched audience for targeting: find some relevant groups, pages, events on Facebook/Linkedin, automatically collect all profiles and get IDs/emails, create campaigns (example on the next slide).

Job Titles targeting on Linkedin

Example of Facebook Event for profiles collecting

Having an audience we can:

• Create a media plan for ads
• Test ads creatives
• Test ads formats
• Test ads placement
• Test targeting
• Optimize ads

Which metrics of the campaign do you pay close attention to?

It depends on the ads campaign goal, but of course the key ones are: impressions, clicks, cost for the result and overall amount spent. If we talk about Facebook we have to consider relevance coefficient.

Depending on campaign goal the average CTR, CPM or CPC also should be analyzed.

When testing a new campaign - how do you normally proceed?

First of all, we have to install all pixels for remarketing on the website and set events and goals in ads managers of Facebook, Linkedin, Quora, etc with the help of Google Tag Manager.

Knowing the goal of the campaign we can analyze how to set it to have the ability to test targeting, ads creatives/formats/placements.

This test will give us the ability to get quick results, analyze them and choose the best variant for this campaign.

After the test, we can define the budget and scale our campaign.