SEMrush announces new tool to optimize content production.
SEMrush yesterday introduced ImpactHero – a new content analytics tool designed to help content marketers maximize website content performance and identify key areas for strategy optimization.
According to a recent SEMrush survey, only 9 percent of content marketers rate their existing content strategy “excellent.†Half the respondents in the survey stated that the biggest challenge they face is creating content that generates quality leads and drives more website traffic.
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ImpactHero simplifies content creation for marketers by segmenting websites’ exiting content into buyer journey stages, and identifies high-performing content and provides recommendations on optimizing content.
“We at SEMrush have been digging into problems that content marketers face for a long time. With so many data sources, it’s no surprise that measuring the effectiveness of their content strategies is one of the most complex challenges they have. To help them to solve it, we’ve created ImpactHero, an analytics tool adjusted to content teams’ workflows,†said Eugene Levin, chief strategy officer at SEMrush.Â
ImpactHero provides marketers with a comprehensive overview of their content funnel structure, and helps them identify tactics that result in higher traffic, user engagement and lead generation. The tool will also help marketers analyze their content performance in a convenient way. After adding a provided code to the website, the data is collected, and customers get access to the reports and insights which are displayed directly in the tool.
“Measuring the impact of a specific content piece on a conversion may seem like guesswork. We managed to develop a Markov chain-based model to identify how a certain page may influence lead conversion; we call this metric the Impact Score. You can interpret this score as the number of leads that your site will lose if this page gets removed,†added Eugene Levin.
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ImpactHero offers marketers the following features:
- Customer journey mapping: The website content is automatically segments into funnel stages and divided into three reports where the pages’ performance is measured: Reach (articles more efficient for attracting the target audience), Nurturing (articles keeping potential customers on a website) and Leads (articles converting potential customers into leads).
- Impact Score: The Markov chain based model identifies how a certain page affects the possibility that a website user will convert into a lead after visiting this page.
- Performance-driven recommendations: ImpactHero provides actionable tips for improving underperforming pieces of content.
SEMrush has positioned ImpactHero as a standalone tool that can be purchased independently from the SEMrush subscription.
Why Successful Content Strategies Are Rooted in Data
The coronavirus pandemic has provided brands a unique opportunity to reimagine their relationship with customers. The push approach to marketing is no longer an effective way to engage audience and generate leads. The economic impact of the pandemic has transformed consumer behavior, which means, sales-focused content must get a lot smarter now, a lot more subtle, and most importantly, it must provide value to readers. Unfortunately, it’s easier said than done.
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The challenge with content marketing has been linking qualitative metrics to quantitative goals. Here’s where marketers typically deconstructed the sales funnel and targeted customers based on their stage in the funnel.
SEMrush’s ImpactHero automates a lot of analysis and segmentation that marketers previously had to spend time on. The new tool enables marketers to focus their valuable time on content creation and strategy development to add value to content initiatives.
While this is not exactly a standout innovation in content marketing, it is sure to help marketers ramp up volumes and make the most of content marketing as businesses set out on the patch to economic recovery.