1. Create a Content Marketing and Social Media Plan
Instructions
Select a company that currently has a website and active social media accounts (e.g.,
Facebook, Twitter, Instagram, LinkedIn, etc.); please choose a business you have
some familiarity with either as a customer, partner, or employee. Please start your
assignment with the following:
• Company Name
• Industry
• Company URL
• Social Media Accounts and their links
Once you have selected your company, please work through these actions:
1. Conduct an audit of the businesses’ current content marketing and social
media efforts. Specifically, identify what types of content the business is
creating and where they are distributing their content. Additionally, assess how
they are using social media, identify the # of followers they have across each
social media channel, and assess how active their social media followers and
pages are.
2. Once you have completed your audit, propose an updated content
marketing plan for the company. Make recommendations for the type of
content the company should be creating, how it should be distributing it, and
how the company can leverage the content to build and grow its business.
3. Draft an example of a piece of content to use in the company’s content
marketing. It could be in the form of a blog post, e-book, video, or other of
your choosing. Please describe how this content marketing piece fits in with the
content marketing strategy you created for the company. Describe how you will
distribute this content and get it seen by your target audience.
4. Create a new social media plan for the company, be sure to include social
media strategies for each channel. Make recommendations for how the
company should be leveraging and participating in social media to build and
grow its business. Be sure to identify 2-3 influencers you would recommend the
company reach out to and start to build a relationship with, you will want to
explain why this is important.

2. SEMRush: Competitive Data & Analysis for Digital Marketers
An all-in-one tool that helps you to analyze and to optimize SEO strategies that allow
users to learn about them — and their competitors.
Introduction
To finish my fourth certification on the “SEO Specialization by the University of
California, Davis”, the assignment was to create a Content Marketing and Social
Media Plan for a company of my choice.
First I was think to make something about the Travel Industry because it's a sector
that I know really well and where I'm doing business since a lot of years. I like
business models like Airbnb and Booking but maybe could be difficult to create a
Marketing Plan for big companies like these. So, I decided to focus on smallest
enterprises. In that moment I was working on some improvements for one of my
websites and I stumble upon on a blog about Digital Marketing. I stop a moment, and
I meditate: why not to make something about Internet Marketing? It's an area where
I'm studying, working and especially that passionate me (Once, a friend said me that
the best projects & businesses born from something that you really love).
The first companies that I searched were Ahrefs (Link Building Platform) and Moz
(Internet Marketing Software), while the last was SEMrush, my choice for the case
study.
Description
SEMrush started out in 2008 as a small group of SEO and IT specialists united by one
mission — to make online competition fair and transparent, with equal opportunities
for everyone.
It's an incredible software to find great keywords, analyze competitors backlinks,
check website traffic, fix website issues and many more.
Some of the features that offers this tool are:
 Organic Research
 Advertising Research
 Display Advertising
 Keyword Research
 Keyword Difficulty
 Domain vs. Domain
 Site Audit
Goals:
1. Increase direct engagement with Video Series and Online Courses
2. Enabling consistent messaging across numerous marketing channels
3. Expand efforts to position SEMRush as a worldwide recognized innovative
internet marketing software

3. Overview
Company Name: Semrush
Industry: Internet Marketing
Company URL: https://www.semrush.com/
Social Media Accounts:
 Twitter: https://twitter.com/semrush
 Facebook: http://www.facebook.com/SEMrush
 LinkedIn: https://www.linkedin.com/company/semrush
 Google+: https://plus.google.com/+semrush
 Instagram: https://www.instagram.com/semrushcom/
 Youtube: https://www.youtube.com/user/SEMrushHQ
 Pinterest: https://www.pinterest.com/semrush
I decided to create an infographic and then conduct an audit of the business providing to you a deep
explanation

4. Content Marketing & Social Media Audit [INFORGRAPHIC]

5. As you can look in the Infographic, Semrush is offering a different range of Content.
Analyzing their website, blog, and social medias accounts the main contents are:
 List posts
 Infographics
 How-to posts
 Case studies
 Videos
 Webinars
 Changelogs
 Topics & General Posts
 News
The contents above are distributed through Social Medias, offering guest posts in
their blog and with newsletters.
#followers and how they are using the Social medias:
Facebook - 50K
 Type of content: owned and external posts and videos
 Social Media Posting Frequency: everyday
 Interaction: medium-low
Twitter: 45.3K
 Type of content: owned and external posts and videos
 Social Media Posting Frequency: everyday
 Interaction: medium-low
Google+: 11.4K
 Type of content: owned and external posts and videos
 Social Media Posting Frequency: without a schedule
 Interaction: low

6. Youtube: 7.1K
 Type of content: videos (tutorials, webinars, changelogs, interviews and tips)
 Social Media Posting Frequency: almost everyday
 Pageviews: low
LinkedIn: 4.7K
 Type of content: owned and external posts
 Social Media Posting Frequency: almost everyday
 Interaction: low
Instagram: 1.7K
 Type of content: infographics, images, videos
 Social Media Posting Frequency: without a schedule
 Interaction: medium
Pinterest: 1K
 Type of content: infographics, images
 Social Media Posting Frequency: without a schedule
 Interaction: low-medium

7. Updated Content Marketing Plan [INFORGRAPHIC]

8. Types of Content to create:
 Video Series: Bring beginner-to-intermediate SEOs into the Semrush
community providing them video series tips that focus about some interesting
topics and move on to using the SEMrush tools and… paying for them.
You should create a video series, re-using for example the playlist “SEMrush
quick tips” in a different way.
My suggestion is to submit a new video each week, where you talk about an
important topic. Then create an article in the blog with the video transcription.
Here you can check an example of a really good video series made by Moz:
https://www.youtube.com/playlist?list=PL8A5C517175C28573
And here you can check the article with the video transcription:
https://moz.com/blog/weird-crazy-myths-about-link-building-in-seo-you-
should-probably-ignore-whiteboard-friday
 Online Course: Nowadays, especially in the Industry of SEO but also in others
sectors the best courses are online (they can provide updated content and low
cost to attend). Authoritative companies and bloggers like “Moz, Google,
Nomadic Matt, Backlinko…” are offering a different range of courses (paid or
free) this depends on the goals of the enterprise. An idea could be to make
some course free to engage with the users.
An example could be: Beginner course / Introduction to SEO
 Guide: The Guides are a really good ways to attract a lot of visitors and engage
with them. An initial start could be to create a Beginner Guide to SEO in
different format: could be a category of the website or also in the format of an
ebook for the subscribers.
 Expert Roundup Posts: A properly executed roundup article can make your
blog viral. Readers love experts/influencers roundups because they get insights
from some of the industry’s most respected people all in one place.

9. Example of a piece of Content for the Article Video Series

10. Each week should be cool if there is an author of the SEMrush blog that made a video
with interesting quick tips about SEO and Digital Marketing.
And also other idea could be to add a Influencer roundup in the article or also in the
video.
The most important benefits of a video series are the following:
 Engage people (as happens with the TV series);
 Increase traffic in the channel video and in the website;
 Interaction with users;
 Leads opportunity;
 Reduce the bounce rate (Especially if the user is watching the video in the
article)
 Create a new brand
How to distribute it:
• Social Media (Paid advertisement with direct mail list)
• Email marketing
• Influencers in the Digital Marketing Industry

11. Social Media Plan
Facebook
 Publish more owned content and sometimes external. Analyzing the page I
found a lot of external content. Yes they give value to the users because some
of these are interesting but doesn't help to reach the goals of the company.
 Add a personalized shorter link (semrush.to/WmYr) in each post. So you can
have more opportunity that an user click on it.
 Don't write long description on posts. Should be descriptive and with emotional
effect so you surely increase the CTR.
 Make contest and ask questions. People really like it.
 Paid advertising with direct mail list.
Twitter
 Publish more owned content and sometimes external. Analyzing the page I
found a lot of external content.
 Add a personalized shorter link (semrush.to/WmYr) in each post. So you can
have more opportunity that an user click on it.
 Use in each post hashtags (between 2-3)
 Write title tweet with descriptive and emotional effect words.
 Paid advertising with direct mail list.
 Make contest and ask questions. People really like it.
LinkedIn
 Publish constantly with a schedule.
 Interact with users when they comment.
 Try to make a paid advertisement campaign and check if you can have the
opportunity to increase your audience and your goals. LinkedIn is an incredible
platform for professionals and engage with them.
Google+

12.  Publish constantly with a schedule.
 Publish less videos. Google+ is a discussion platform. What really work are
posts and images. In the case of Semrush I suggest to share Infographics.
 Don't write long description on posts. Should be descriptive and with emotional
effect so you can surely increase the CTR.
 Don't mentions a lot of accounts/hastags in a post.
 Create collections about interesting topics like Onpage SEO, Offpage SEO,
Linkbuilding etc…
 Create a community. Semrush is a worldwide tool. You can create a community
for each country of your interest. Or also create communities based on the
language.
Youtube
 Video series. As I said, nowadays people are more and more used to watch TV
Series, because they engage and talk a history or focus on a specific topic.
Instagram
 Publish constantly with a schedule.
 Think if is the right social platform for Semrush. In my opinion should compare
with Pinterest and watch where are the best results. Pinterest it's incredible to
for infographics and google ranking.
Pinterest
 Publish constantly with a schedule.
 Think if is the right social platform for Semrush. In my opinion should be open
an account of Pinterest and compare with Instagram to watch where are the
best results. Pinterest it's incredible to share infographics.
 Re-organize the structure of the boards with long-tail keywords. Pinterest it's
incredible power on google ranking. You can check keywords like “california
dreams” or “infographics”, and…. BOOM in the second page there is a board of
MASHABLE and other of Travel and Leisure.

13. Influencers to reach out and establish a relationship
Ann Handley
 Head of Content at MarketingProfs and author of the WSJ bestseller
 She write also on Entrepreneur Magazine, Huffington Post, Mashable
 Twitter 359K
 LinkedIn 178K
 Google+ 38K
Joe Pulizzi
 Founder of Content Marketing Institute. Between the best blog about Content
Marketing.
 Twitter 107K
 LinkedIn 162K
It's important to reach these influencers because they are some of the best experts in
the digital marketing industry. They have a large audience of followers due to their
fantastic works published in authoritative website like Entrepreneur or the Huffington
Post. They are also authors of books, Ann Handley is an author of the WSJ bestseller.
They also participate as speakers on important events and conference in the Digital
Marketing area.
A suggestion to use SEMrush by one of these influencers should really improve the
presence on Social Media, get more traffic and finally get more subscribers to the
platform because you can have the opportunity to go in front of their targeted
audience.
By Aitor Cacciola
website: www.acdconsulting.net
e-mail: aitor.cacciola@acdconsulting.net
Aitor Cacciola
@aitorcacciola