This is a guest blog written by Rory Hope, Head of Inbound Marketing at Semetrical. Rory has experience in formulating successful SEO strategies that are designed to deliver a clear ROI, SEO growth and multi-million pound revenues for global organisations.
In this short guide, I’m going to outline the core components your brand needs to start formulating and implementing an audience-centric digital strategy. Including considerations around tech stack suggestions as well as on whether to use and agency or manage the strategy in-house.
Technology and tools required to undertake the research
To start formulating and implementing an audience-centric digital strategy, you’ll need to establish a suitable ‘tech stack’ that facilitates keyword intelligence and audience intelligence research.
To undertake your keyword intelligence research (keyword research and SEO gap analysis):
Google Ads Planner
SEMRush or Searchmetrics
Answer The Public
Semetrical use our bespoke keyword research technology to identify up to hundreds of thousands of keywords relevant to a brand’s products, services or topics.
To undertake your audience intelligence research:
Audiense (Audience Intelligence)
Pulsar (Social Listening)
For integrating the research into a centralised macro digital strategy planner, we recommend that you use Google Spreadsheets as it enables collaboration across teams.
Use management planners to align keyword intelligence with audience intelligence
Build out your brand’s macro digital strategy planner for centralising all of your insights and a manageable action plan. This should include dashboard sheets for the following:
Macro strategy planner calendar
Multi-segment audience matrix
SEO keyword targeting planner
SEO topical modelling matrix
Digital PR calendar
Social media calendar
Paid media campaign calendar
In-house or agency support to formulate my audience-centric digital strategy?
The decision on whether or not you can formulate your audience-centric digital strategy in-house or with support of an agency depends on your organisation size and structure.
In certain cases, in-house teams won’t have the technology available to undertake the keyword intelligence or audience intelligence research. This also includes bespoke technology built by agencies, such as Semetrical’s keyword research technology, which would be unattainable for an in-house team.
Another key consideration is expertise and knowledge as agencies are likely to have a tried and tested process, such as the one outlined in this article, to build and manage a highly effective audience-centric strategy that drives results.
If you invest in an agency, make sure to negotiate additional training as part of the agreement, so you can begin to upskill your in-house teams for the long-term where possible.