Leading all content marketing and editorial activities, including content strategy, SEO, and content production (blogs, thought leadership, research, lead gen content, video, landing pages, case studies, etc.). Responsible for optimizing content performance across multiple channels and launching global thought leadership campaigns. - Built an annual content plan (calendar) and grew organic traffic by 83% by producing new content and updating old pages after content audits. - Reshaped the content mapping strategy and aligned it with the buyer's journey, increasing the number of product sign-ups coming from organic content by 47% and generating over 20,000 leads coming from new types of gated content. - Initiated and led a customer development process (qualitative and quantitative research) to design a new, customer-centric content strategy, shift the product positioning, re-evaluate buyer personas and build a new approach to sales enablement content.
Margarita Loktionova
Content Marketing Lead at @Semrush 🚀 | 7+ Years in Content & SEO | B2B & SaaS Marketing
Bio
Hey! Here's what I can help you with: - Content marketing - Storytelling - SEO - Product marketing - Website optimization - Overall marketing and campaign strategy Here are some examples of how I helped other companies in the past: - Launched a content marketing strategy for a tech company, which helped increase the organic traffic by 83%, product sign-ups coming from organic content - by 47%, sales generated by organic content - by 30%. - Launched a content marketing strategy for a startup from scratch (twice). - Created a piece of gated content with a projected ROI of over 10,000%. - Reached a 700% increase in organic traffic thanks to the blog. - Set up the analytics system for a startup - from scratch. - Conducted buyer persona analysis and identified a communication angle that became the brand identity of the company. - Executed hundreds of marketing campaigns and content projects (80% of which had a budget of less than $1000).
Expertise
Content marketing
Content marketing is my super power. With experience in B2B and B2C companies, I can help you launch and grow your content marketing strategy and dive deeper into tactics to make sure your content resonates with your buyer personas and their stage of the buyer journey, converts and drives organic traffic. Details: content marketing strategy, buyer personas, storytelling, lead gen, production (gated content, podcasts, video, blogs), and promotion.
Conversion rate optimisation
Please feel free to reach out to discuss the best strategies for optimizing your landing pages. ads, emails, and tactics for using the optimization tools (Google Optimize, Optimizely, etc.)
Email marketing
Looking to deliver your content and product in the most efficient way and grow your email list? Let’s talk email marketing, which remains one of the most efficient owned communication channels - especially in B2B! Details: Email optimization, B2B email marketing, nurture workflows, A/B tests
Link building
I have over 5 years of experience driving backlinks for B2B and B2C companies and will be thrilled to help you create an effective strategy for getting high-quality links to your website.
Marketing automation
I’m here to help you create automated nurture workflows to design a holistic experience that will move your leads from point A to point B. Details: HubSpot, Eloqua - nurture workflows
SEO
Content marketing and SEO go together. Let’s discuss the way you can create content and content hubs to drive organic traffic. I can help you with the following: SEO strategy, keyword research, on-page and off-page SEO, link building, SEO content hubs
Toolkit
Ahrefs
8 years of experienceExperienced user. Ahrefs is a great tool for keyword research, link building, competitive research, SEO strategy optimization and generation of content ideas.
Google Analytics
10 years of experienceExperienced user, passed the GA individual certification course. I have experience setting GA from scratch. I can help you with GA audit and getting the most out of the reports.
Google Data Studio
8 years of experienceI have experience creating multiple dashboards based on the GA data for company’s website reporting. What’s key? Finding the right data to tell the story.
Hubspot
8 years of experienceI’m a big fan of the nurture workflows in HubSpot and will be happy to help me set up yours. Hubspot certified user. In addition, I’m a pro user of Eloqua (by Oracle)
Semrush
11 years of experienceAdvanced user, currently (literally) working at SEMrush and using the tool every day - keyword research, website audit, topic research, content audit, backlinks, competitor research
Experience
- SaaSB2B
I am responsible for marketing planning and activation of various projects within the I&A segment. This includes mapping and executing the marketing strategy, content marketing, campaign management (automation workflows, social, content marketing), contributing to the SEO strategy. I am also managing the entire production and promotion cycle of the Refinitiv Sustainability Perspectives podcast.
SaaSB2BBigle Legal is one of the most prominent Spanish B2B SaaS startups, selling legaltech solutions to local and international companies. I designed the entire content marketing strategy, launched the blog, social media, set up the core email automation workflows & established multiple influencer collaborations
SaaSB2BI was responsible for the entire set of inbound marketing activities, including content marketing, SEO, social media, as well as PPC. I managed to contribute to a >700% website traffic increase over the past 1,5 years, where a substantial part belonged to the content marketing projects and influencer campaigns. Including the B2C product - https://www.eatsandretreats.com/
B2BB2CI was leading two major clients - LG Electronics and O’STIN, which involved project management, client communication, generation of creative ideas, analytics, and management of content creators.
Digital AgenciesB2CI was leading over 7 projects for B2C (mostly FMCG) - social media project management and media strategy.
Digital AgenciesB2C