B2B Content Marketing Strategy Briefing from SEMrush

B2B content marketing is the demand generation pillar in the SEMrush digital marketing strategy. SEMrush sells a SaaS platform that helps with SEO, PPC, content marketing, social media and competitive research. Her goal is to position SEMrush as the best way to automate the optimization-based part of content marketing. Offload the quant work to SEMrush and focus on creative marketing, collaborating with coworkers and developing new business. I sat down with Anna Lebedeva, Head of Growth Marketing at SEMrush and she opened the playbook and answered all my questions. Is Content Marketing Indispensable for Global B2B Marketing? Anna is responsible for driving worldwide demand. B2B content marketing strategy is not one size fits all. She localizes her approach to each market. And she starts by reviewing local blog posts and other types of content marketing to see what resonate. Photo by Kyle Glenn on Unsplash By starting with a media audit in the local language, she sees what topics are popular. She uses Google Translate to get the gist of what's people are saying that market. The SEMrush blog publishes posts in 7 languages. She's interested in seeing, at high level, what the topics are so she can tailor her content creation for each audience. Then, she tries to get a sense of how knowledgeable the majority of B2B marketers are in that geographic area about search engine optimization. That way, she knows who to create relevant content for. B2B Content Marketing in Brazil In Brazil, digital marketers are great at the process of high quality content creation. They know how to develop rich buyer personas and generate engaging content for their ideal customer profile. Photo by Agustín Diaz on Unsplash But when it comes to the more technical aspects of SEO, they're a little less experienced. She entered the Brazial market with content marketing oriented material. B2B Content Marketing in Northern Europe In Northern Europe, like Scandinavian countries and Germany, digital marketers want technical information. And this makes repurposing content developed for English speaking audiences, who are more interested in qualitative information, ineffective. You can't just translate content developed for the US and UK into Scandinavian languages or German because these audiences demand quantitative back up. She focuses on creating technical content for Northern Europe. B2B Content Marketing in Australia When SEMrush creates content that specifically addresses the Australian market, instead of just repurposing content for the US and UK markets, Aussies appreciate it. Most marketers just rehash their English language content created for Australia and New Zealand. Anna says Australia is the most appreciative market she's developed, probably because they're so far away geographically from everyone else. When content marketers develop material specifically addressing their needs, they absolutely gravitate to that provider. Photo by Joey Csunyo on Unsplash In many niche B2B categories, Australia is an under served market. Whereas the US is developed and mature with respect to digital marketing and SEO, Australia is a bit more nascent. That's not say Australia doesn't have its share of digital marketing thought leaders says A...