In the relentless competition for online visibility, only the best content secures a spot on Google’s first page, and Semrush has assisted numerous brands in getting that coveted top spot. Established in 2008, this powerhouse in digital marketing has become the go-to SEO tool for more than 950,000 people today. It goes beyond basic keyword research, offering a complete SEO package that helps users climb to the top of the SERPs. Much like Narrato AI for SaaS marketing serves as an all-in-one platform for content creation and marketing.

Today, we’re pulling back the curtain on the content marketing strategies that fueled Semrush’s meteoric rise to success in this Semrush content marketing case study. Let’s explore the winning ways of this digital marketing titan.

TL;DR Here’s a quick video summarizing this case study.

Semrush: The story of growth

Role of content marketing at Semrush

Semrush content marketing strategy

1. The Semrush blog, GoodContent Hub and Insights
2. Masters at SEO
3. Establishing credibility with case studies
4. Increasing audience engagement with email marketing
5. Semrush’s clever social media strategy
6. Semrush academy
7. Global Marketing Day by Semrush

 

What we learned from Semrush content marketing strategy

 

 

Semrush: The story of growth

 

Semrush was the brainchild of two visionaries, Dmitry Melnikov and Oleg Shchegolev. Driven by a mission to level the playing field in the content world, a team of IT and SEO specialists embarked on a journey to develop a comprehensive SEO solution in 2008. Over time, the platform became synonymous with simplicity and functionality, delivering important information on website performance and helping users with keyword research, competitive analysis, and comprehensive site audits. The solid groundwork laid during this period paved the way for Semrush’s extraordinary success.

Between 2011 and 2015, Semrush SEO saw significant growth and became a top SEO content marketing platform. Garnering swift popularity among SEO professionals and companies, the platform adapted to the evolving trends by adding new tools and add-ons. Today, popular Semrush tools include –

• Semrush keyword planner
• Competitive research and SEO analysis
• SEO site audits
• On page SEO checker
• Backlink analysis
• Rank tracking
• Local SEO
• Topic research, SEO content template, and SEO writing assistant
• Social media management, and more

 

Semrush tools over the years (Source)

The years 2016 to 2019 marked a strategic phase for Semrush, with key partnerships and funding playing pivotal roles in its global success. One notable partnership was with Greycroft, which invested $40 million in 2018, allowing Semrush to enhance its features and introduce inventive solutions. Strategic initiatives like these positioned Semrush as a top player in the competitive field of SEO tools. A pivotal moment arrived in 2020 when Semrush went public, listing its shares on the NYSE (as SEMR). The IPO attracted a wave of new investors and also served as a testament to Semrush’s reliability.

As 2020 rolled into the next year and beyond, Semrush pressed on with its mission of innovation and global influence. The SaaS company prioritized user feedback, embraced technological advancements, and stayed attuned to industry trends. Through new collaborations, features, and updates, Semrush demonstrated its commitment to guiding users towards more successful digital marketing campaigns.

Role of content marketing at Semrush

If you google any SEO or digital marketing-related topic today, the first result is usually a Semrush article. That’s no coincidence. Semrush understood the value of content marketing and SEO from the beginning, which is why they created a comprehensive SEO solution.

Semrush strategically invested in content to establish itself as an authoritative voice in the industry. Through in-depth guides, tutorials, case studies, and online courses, they positioned themselves as industry experts. This helped them attract a diverse audience seeking valuable insights. The brand also creates regular video content, like webinars, tutorials, and product demonstrations, catering to the diverse learning preferences of its audience. Another unique aspect of its content marketing strategy is its social media presence, which is quite impressive, with over 100K followers on all major social media platforms.

Semrush went through a major rebrand in 2020, which included a new logo, color theme, and other visual elements. This rebranding was not merely cosmetic; it was a strategic move to match the dynamic and energetic nature of the digital marketing world. This new energy was also evident in all of their new.

Semrush content marketing strategy

Semrush is a powerful example of how content marketing can drive success for a brand. Its content marketing strategy includes blogs, case studies, social media content, email campaigns, and more. We’ll examine each of these individually to see how it fits into their existing content plan.

1. The Semrush blog, GoodContent Hub and Insights

Semrush blog is a treasure trove of insights and tips on content, SEO, and digital marketing. The blog covers a wide range of topics, providing expert advice and practical guidance. With regular updates and in-depth articles, it ensures that visitors stay on top of the latest trends and ahead of the competition.

Semrush blog

The blog is visually appealing (consistent with Semrush’s new brand theme) and has seven distinct categories right at the top. We noticed this smart way of organizing blog posts in our previous case study on Etsy content marketing strategy and the Chime content marketing case study. The content is a mix of how-to posts, guides, what and why-type posts, and helpful listicles covering content marketing tips and tools.

After a quick look at the blog, it seems that Semrush incorporates a product-led marketing strategy in its content. They keep the focus on providing helpful content but don’t miss a chance to incorporate relevant Semrush tools wherever possible. While their primary goal is to provide helpful content, they make sure to incorporate relevant Semrush tools whenever they can. In this blog post on content marketing metrics, for instance, they intelligently include Semrush on-page SEO checker when talking about organic search traffic as a metric.

Product-led marketing in Semrush blog

Besides the main blog, Semrush also has special sections on its website for sharing original research and other valuable content. The Data and Insights page is where they share the latest content and marketing insights from their original research. There’s also a GoodContent Hub, which contains useful resources and tools to help marketers plan and execute better content marketing campaigns. It was here that we saw how Semrush uses gated content. The Content Marketing Workbook shared on the GoodContent page can be accessed only when the visitor fills out a quick form, with basic contact details.

Semrush e-book as gated content

This is a very effective marketing strategy for lead generation, as it benefits both the visitors, who gain useful content, and Semrush, as they acquire valuable leads for future engagement. Gated content is also the best-performing content for 17% of marketers.

2. Masters at SEO

Being an SEO tool, Semrush excels at using a foolproof strategy to improve its content’s visibility in search engine results pages (SERPs). Let’s dissect some key SEO strategies they employ –

• Semrush keyword strategy: Semrush employs a sophisticated keyword strategy. Instead of only targeting purchase intent keywords, they weave in a range of related terms. Take their Agency Partners pages for example, which focus on keywords like ‘Professional advertising companies in {place_name}’ and ‘Professional SEO services in {place_name}.” This approach showcases a broader coverage beyond just product-focused terms. Semrush also focuses on more long-tail keywords, capturing niche audiences and enhancing the chances of ranking for specific, targeted searches.
• Keyword placement: The way Semrush cleverly includes keywords in their headings and opening sentences shows a thoughtful plan at work. It’s their method of making search engines understand the context of their content.

 

Semrush keyword strategy

• Strategic internal linking: The Agency partner’s page from Semrush shows a smart internal linking strategy. They include links to various business categories, improving user navigation and distributing link authority effectively. This helps enhance the content performance in terms of SEO.
• URL structure optimization: A closer look at Semrush’s pages reveals a well-optimized URL structure. By incorporating place names in URLs for location-specific content, they are effectively boosting their local SEO strategy. This approach not only caters to geographically targeted searches but also enhances site organization and user-friendliness.
• Diverse content portfolio: Semrush goes beyond the usual product-centric pages by offering various types of content, like guides, tutorials, and industry insights. This approach helps them reach more people and establishes them as a trusted source for digital marketing.

 

3. Establishing credibility with case studies

Case studies help further solidify Semrush’s authority and reliability as a digital marketing platform. These real-life success stories offer concrete proof of how the platform benefits businesses and marketers. No matter the industry – be it e-commerce, finance, healthcare, or technology, the versatility and efficiency of the platform are clearly evident in these case studies. This really puts the spotlight on how Semrush’s solutions can be applied universally, across all sectors.

There’s also an option to apply filters on their case study page, which helps users find success stories that are relevant to their niche.

Semrush customer success stories

One of the key strengths of Semrush’s case studies lies in their focus on measurable outcomes. They back up their claims with solid evidence by showcasing quantifiable results like increased website traffic, improved keyword rankings, or enhanced conversion rates.

Semrush case study on Frootbat

We’ve noticed a lot of SaaS brands incorporating case studies into their content marketing strategy. This tactic of highlighting customer success stories was also seen in our case study on Marketo’s content marketing strategy and Airtable content marketing case study.

The SEO Reality Show is a fascinating series launched by Semrush, where you get insights into the various strategies marketers use to enhance their clients’ real-world businesses. It’s a wonderful resource packed with valuable, practical tips on SEO and content marketing.

Semrush SEO Reality Show

In this series, Semrush helps struggling small businesses by partnering them with a digital marketing agency for six months. During this period, both the business and the agency get premium access to Semrush’s services. The goal of this initiative is to make SEO and content optimization affordable and to share successful strategies that can be duplicated. They document the entire process on their blog, giving audiences insights into their methods, sometimes through video interviews with key project members.

Interestingly, most of these “episodes” aren’t actually aimed at promoting Semrush as a tool, but are shared out of a genuine desire to assist their users.

 

 

4. Increasing audience engagement with email marketing

Email marketing might be the oldest content marketing trick in the playbook, but there’s no denying its effectiveness today. In our content marketing case study on Slack, we’ve seen how it helps SaaS brands attract and retain customers. Similar to how Slack’s email marketing strategy builds upon its in-app experience, Semrush uses email campaigns to extend its brand’s unique voice.

In Semrush’s case, email marketing is not just a tool to keep the customers updated about the latest features or promotional offers. They also use this medium to provide valuable tips on how to maximize their platform’s benefits. These emails are usually accompanied by article links and videos.

Semrush email newsletter

In all their email conversations, the language used is simple, direct, and conversational, mirroring the brand’s casual and user-friendly approach. While their emails are typically full of important information, they still manage to keep it light, fun, and engaging, inviting users to be a part of the Semrush community.

So when you’re strategizing your brand’s communication channels, don’t underestimate the power of good, old-fashioned email marketing. It’s a fantastic way to keep the conversation going with your target audience. And if you want to simplify email content creation, try using Narrato’s AI email writer.

5. Semrush’s clever social media strategy

Semrush’s social media game is like a burst of confetti on your feed—vibrant, fun, and impossible to ignore. They’ve cracked the code on a clever social media marketing strategy that blends bright and colorful visuals, trendy memes, and a sprinkle of humor to keep their audience hooked.

If you look at Semrush’s content on LinkedIn and Facebook, you’ll find a mix of memes, infographics, and carousel posts, besides occasional videos. The emphasis is mainly on graphics and visual content, with limited use of text.

Semrush content on LinkedIn

The content on X (formerly Twitter) remains largely unchanged, with its primary focus being on infographics and memes (again).

Semrush content on X (Twitter)

Their social media content on Instagram is almost entirely made of memes and funny skits (in the form of reels). This social media page is less like an advertisement and more like a hangout spot where everyone is allowed to laugh and enjoy. This fosters a sense of community around the brand. If you’ve read our case study on Monday’s content marketing strategy, you’ll see a similar use of fun and relatable content in their social media marketing strategy.

Semrush content on Instagram

On YouTube, Semrush comes out with content almost regularly. The focus is on providing the audience with bite-sized nuggets of wisdom. Most of the guides and tutorials are under 10 minutes, while the interview-type videos range from 20-30 minutes. Besides long-form content, Semrush also published some short-form videos for YouTube shorts. All the video content is neatly categorized under playlists for easy access.

Semrush YouTube channel

Humor isn’t just a guest at Semrush’s social media marketing strategy; it’s the life of it. Memes, witty captions, and a touch of charm, they seem to have mastered the formula for creating the ultimate cocktail for social media engagement.

6. Semrush Academy

The digital world doesn’t stand still, and neither does Semrush. Besides being an SEO and online marketing platform, Semrush is a knowledge hub that opens the doors to learning through its engaging webinars, online courses, and certifications. Regular updates and fresh topics ensure that learners stay on the cutting edge of industry knowledge.

When it comes to Semrush webinars, they’re anything but boring. These live sessions feature industry experts sharing the latest trends, strategies, and insider tips. Participants can join real-time discussions, Q&A sessions, and explore the nitty-gritty of digital marketing firsthand.

Semrush webinars

Whether you’re an SEO geek, content creator, or just starting in the digital realm, Semrush has a webinar for you. From SEO masterclasses to content marketing deep dives, they cover a spectrum of topics that cater to diverse interests and skill levels. There are easy filters to find a webinar on a relevant topic. If you can’t make it to the live session, don’t worry. Semrush has got you covered. They offer on-demand access to their webinars. You can binge-watch and soak up all the valuable insights at your own pace.

Besides this, there are Semrush courses and digital marketing certification programs. The online courses come with structured modules, engaging content, and actionable takeaways to guide learners. After completing many of these courses, users can earn certificates.

Semrush online courses

Organizing webinars and online courses positions your brand as an authoritative voice in your industry. If gives you a chance to share valuable insights, industry trends, and practical knowledge, which helps build trust and credibility among your audience.

7. Global Marketing Day by Semrush

Global Marketing Day is an annual digital marketing conference organized by Semrush. The most recent edition, Global Marketing Day 2023, held on February 16, showcased a groundbreaking 24-hour non-stop online conference. Featuring 48 sessions with speakers from top-tier brands, the event covered a wide spectrum of topics, from branding to the future of work.

Global Marketing Day by Semrush

Events bring people together, creating a sense of community among attendees with similar interests. This helps to build a loyal and engaged audience for the brand. Hosting or participating in conferences also positions a brand as a thought leader in its industry.

What we learned from Semrush content marketing strategy

What we learned from Semrush’s content marketing strategy is nothing short of inspiring. Their approach to content marketing is a masterclass in driving success and engagement. If you’re aiming to mirror the success of Semrush’s content marketing strategy, we’ve got some handy tips that you can put into action –

• Diversify your content portfolio: Consider incorporating a mix of how-to guides, listicles, and industry insights in your blog content. It’s also a good idea to invest in creating more product-led content.
• Keep the audience at the center of all your content efforts: The real crux of the matter is understanding your audience and providing value. Semrush gave its audience invaluable knowledge (besides tools) they need to thrive and in return, those customers became loyal subscribers.
• Optimize your SEO strategy: Develop a keyword strategy that focuses on long-tail keywords and related terms besides purchase intent keywords. Don’t forget to strategically incorporate keywords in headings, opening sentences, and internal links to boost SEO.
• Showcase your customer success stories as case studies: Showcase measurable outcomes in case studies with a focus on quantifiable results and incorporate real-world success stories to strengthen your brand’s authority.
• Leverage email marketing for engagement: Email marketing isn’t just for sharing product updates – it can also serve as a platform to offer helpful tips and engaging content. Don’t forget to keep your tone friendly and conversational, as it encourages a feeling of community among your followers.
• Create a unique identity on social: Semrush has successfully built a unique identity on social, which helps the brand stand out from the crowd. They also use consistent branding across all content assets, including their social posts. Building your unique identity on social becomes less challenging when you have Narrato’s AI Content Genie and AI social media post generator in your content marketing toolkit. With the help of this tool, you can tailor your content for each platform. Don’t forget to include vibrant visuals, trendy memes, and humor in your social media content for maximum engagement.
• Develop educational resources: Create webinars, online courses, and certifications to establish your brand as an authoritative voice. Regularly update content to stay current with industry trends and engage diverse audiences.
• Host events for community building: Consider organizing industry events to build a loyal and engaged audience. Cover a broad spectrum of relevant topics during events.
• Maintain brand consistency: Semrush maintained consistency in its messaging and tone across multiple channels. It’s a good demonstration of how brands can create a memorable and unique brand image.

 

Gain a competitive edge with Narrato AI for SaaS marketing

This case study has shown that innovation married with efficiency can produce exceptional outcomes in content marketing. From their innate understanding of their customers’ needs, the crafting of relevant, engaging content, to the effective use of SEO-optimized practices, Semrush hit all the high notes of a successful content marketing strategy.

So in the spirit of staying ahead, why not give Narrato a try? You can dominate the competition by leveraging Narrato, the impressive AI for SaaS marketing. Imagine having a comprehensive suite of AI tools, including an AI writer, AI Content Genie, AI SEO content brief generator, AI Chat, an AI image generator, and more, to take care of all your content creation efforts. But that’s not all. This AI content workspace provides a range of tools you can use for collaborating on content, planning, and publishing, not to mention managing your team and projects.

Semrush has already set a fantastic example with its content marketing strategy. Now, it’s your chance to shine! Try Narrato AI in crafting your brand story. Give it a shot today!