Ahrefs - Ahrefs' Weekly Digest #85

Hey there,

In this week’s edition:

  • Mateusz shares the 14 digital marketing skills you need.

  • Tim explains how our Keyword Difficulty metric works.

  • Himanshu shares the seven steps you can follow for an effective content development process.

  • Fraser explains what experiential marketing is.

As always, click through to read each post. Or if you’re busy, read the tl;dr below each link.


New on the blog 🎉

14 Universal Digital Marketing Skills You Can't Ignore

Mateusz Makosiewicz

The skills are as follows:

  • Data literacy

  • Understanding different marketing channels

  • Copywriting

  • Getting around essential digital marketing tools

  • Basic design skills

  • Assertiveness

  • Social intelligence

  • Critical thinking

  • Curiosity (constant learning)

  • Adaptability

  • Strong work ethic

  • Performing experiments

  • Coping with pressure

  • Understanding code

Keyword Difficulty: How to Estimate Your Chances to Rank

Tim Soulo

Keyword Difficulty (KD) is an SEO metric that estimates how hard it would be to rank on the first page of Google for a given keyword. It is measured on a scale from 0 to 100, with the latter being the hardest to rank for.

If you check the keyword difficulty of the same keywords in different SEO tools, the numbers will vary quite substantially:

That is why it is important to understand how exactly the ranking difficulty is calculated by your SEO tool of choice. Only then can you make informed decisions based on it.

Here at Ahrefs, we use a simple method for calculating KD. We pull the top 10 ranking pages for your keyword and look up how many websites link to each of them. The more links the top-ranking pages for your keyword have, the higher its KD score. Very simple and very actionable.
 

7 Effective Steps for a Robust Content Development Process

Himanshu Gupta

Content development is the combination of the different steps involved in the entire lifecycle of a content piece—right from its conception to distribution. It involves steps like audience research, brainstorming, planning, editing, and more.

Here are the seven important steps:

  1. Understand your market

  2. Be clear on the purpose of your content

  3. Plan your content (metrics you should take into account for prioritization: Traffic Potential, Keyword Difficulty, and business potential) 

  4. Create your content

  5. Get feedback on your content

  6. Distribute your content

  7. Monitor your results

What Is Experiential Marketing? 22 Examples & Takeaways

Fraser McCulloch

Experiential marketing is a type of marketing that provides prospects or customers with real-life experiences to raise awareness, build understanding, or increase sales of products or services.

These experiences can be offline, such as live events, trade shows, demo days, etc., or online webinars and conferences.

Here are some examples of experiential marketing:

  • Pop-up stores

  • Co-branding

  • Solo experiences

  • Product demos

  • Product sampling

  • Tours

  • Conferences

  • Classes and workshops

  • Augmented reality and metaverse 


What we’re reading 🤓

Google Erased the Keyword Density Slide From Digital Marketing Certification Coursework

Article

Pretty funny how Google actually included a section on keyword density in its certification course. (It has removed that now.)

Marketing in a Recession: How to Make Marketing Investments When the Economy Is Rough

Article

The economy looks like it’s entering a recession. And typically, marketing spend is one of the first expenses to be cut. Writer Marc Thomas believes this is not a wise move. 

Here’s how SaaS companies can have adverse economic situations work in their favor and make better marketing decisions:

  • Using dollar-cost averaging in good times

  • Building pipeline

  • Investing when others are withdrawing

  • Hiring great marketing talent from competitors

Till next time ;)
Cheers,



Older messages

Ahrefs' Weekly Digest #84

Thursday, May 5, 2022

Hey there, We have two new research studies this week: Patrick conducted the largest link rot study ever. Tim studied the accuracy of our own search traffic estimations. Tim also has a post where he

Ahrefs' Weekly Digest #83

Thursday, April 28, 2022

Hey there, This week, we have guides for some high-level marketing topics, such as competitive intelligence, marketing automation, and integrated marketing communications. We also dive a little deeper

Ahrefs' Weekly Digest #82

Thursday, April 21, 2022

Hey there, In this week's newsletter, Sam shares 11 in-demand digital marketing skills you should master, while Patrick shows how to create great content. Meanwhile, Mateusz will teach you how to

Ahrefs' Weekly Digest #80

Thursday, April 7, 2022

Hey there, We're at BrightonSEO this week! Say hi to us if you're in town. 👋 Let's get on to the newsletter. As always, click through to read each post. Or if you're busy, read the tl;

Ahrefs' Weekly Digest #79

Thursday, March 31, 2022

Hey there, It's been another productive week for the Ahrefs content team. For this week's newsletter: If you're conducting performance reviews for your content marketing team, then Mateusz

Food for Agile Thought #343: Why Teams Estimate, Sales Team Prevents Customer Contact, The HiPPO Effect

Sunday, May 22, 2022

Also: Critical Feedback, Sprint Goal Templates, Transparent Product Decisions ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Financial feminist podcast, Olympic champion mindset to overcome fear, Campaign manager at International Disability Alliance

Sunday, May 22, 2022

The Bloom Issue #90, May 22 ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Competitive product design

Sunday, May 22, 2022

Playing product catch-up + my conversation with Jane Portman ‌ ‌ ‌ Hey! Brian Casel here. As a reminder, you're subscribed to this here newsletter where I share my notes and conversations about

FTI #309: Monday's going to be a good day.

Sunday, May 22, 2022

​ ​ ​ On Monday, I'm going to show you how to get more newsletter subscribers in five minutes a day. If you'd like to learn how, subscribe to my Skill Sessions. When you do, you'll be

An Ode to the Heat

Sunday, May 22, 2022

Summertime Nostalgia of Pickles, Folklores, and Profiling of Ghosts ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Scare Yourself Enough to Change

Saturday, May 21, 2022

How to make your screen time scare you into changing ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

You're the Chief "Unblocking" Officer

Saturday, May 21, 2022

How to ensure that the leverage cascades down the organization ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Friday, day#145

Friday, May 20, 2022

Continuing our streak! ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Friday Finds (Gardens, Gut Feelings, France, Boeing, Urbanism)

Friday, May 20, 2022

Read in your browser here. Hi friends, Greetings from France! I'm writing from a little chateau in Aix-en-Provence, where I've been following in the footsteps of my favorite Impressionist

❓ Contrarian Cashflow Community Update! May 2022

Friday, May 20, 2022

​ ​ Hey Cashflow crew! May has FLOWN by and we want to give everyone our regularly scheduled updates on the Cashflowian community! Per usual, you can find all past playbooks, resources, and calls