#079 Content Marketing VIP Newsletter
#079 Content Marketing VIP Newsletter
“Not every piece of content is meant to bring in lots of organic traffic.” – Shawn.
💡 This newsletter is sponsored by Marketing Examined, a newsletter guaranteed to optimize your marketing performance.
5-minute reads that make you a better marketer, scale your startup, and are straight to the point.
👉 Subscribe to Marketing Examined (it’s free)
🎯 Actionable Insights
💡 1. Prepare your content strategy 4-6 months before the peak search demand
Seeing a traffic decline in your website’s traffic?
Chances are that it has nothing to do with content quality, links, and the technical health of the site.
Here’s why:
Last year, we noticed a sudden traffic decline in one of our B2B clients.
When we analyzed the product demand in Google Trends, we found that the fall was because of the seasonal demand.
Here’s the 5-year chart (see below image) of our client's business offerings.
This shows that the demand for products hits the lowest in the range of May to July.
So, consider seasonality while planning the SEO strategy and prepare your content game at least 4-6 months before the peak demand.
For the same client, we have created multiple landing pages targeting different locations and long-tail keyword variations.
Also, we worked on improving our page ranking on the 2nd or 3rd page.
This way, we have enough time to get a higher ranking and improve the results as compared to last year.
Here’s the result we got this year (after considering these changes):
Key takeaways:
- Always consider seasonality(if required) in your SEO strategy
- Plan your content strategy at least 4-6 months before the highest product
- Improve the pages (content, links, and technical) ranking on the 2nd or 3rd page.
👉 Insights from CMVIP
💬 Bite-sized Insights
💡 1. Improve your content visibility via navigation links (by Ross Hudgens)
Give your content navigational weight proportional to the expected goals you have for it.
Many want the content to be responsible for 50%+ of their businesses’ success.
Then they make the visibility of that content minimal in their top navigation.
If you want this content to succeed, show it.
Here’s an example:
Give the content a dedicated, highly-visible section with links to categories and featured content.
This will help it achieve the goals you have for it, by getting it in front of users (and Google).
Don’t expect this content to represent 50% of your business outcomes until it’s prioritized that way on your website.
Key takeaways:
Do not hide your content under the navigation link (especially, when the business focuses on content marketing to drive revenue and sales).
Instead, showcase the categories and different resource sections (blog, knowledgebase, guides, webinars, reports, etc.) that educate about the product and the problem it solves.
👉 Insights from Ross Hudgens (Founder of Siege Media)
💡 2. Key factors to get success in SEO (by Brian Dean)
Last week, Brian Dean shared three key factors that helped him drive 37+million visitors to his website (backlinko. com).
Let’s understand them one by one.
1/ Content design
SEO and online marketing niche are super competitive and too different from other blogs, Brian invested in content design. It includes custom graphics, blog design, featured images, etc.
Every blog article uses custom graphics that simplify complex concepts.
An example:
“Content design is a huge competitive advantage. That's why I spend thousands on content design each month.”
2/ Compelling copywriting
Copywriting is a skill that can make a huge difference in content quality and readability for users.
In the blog article, copywriting help in:
Writing an attention-worthy introduction to hook readers
Making the content easy to understand (by using simple words)
Improving dwell time, etc.
3/ Otimize for "Content UX"
One of the USPs of the Backlinko blog is the content UX. From font selection to blog width screen, every content element improves content readability.
It includes optimizing content with:
Font size
Typography
Line spacing
Blog width
Paragraph length
Sentence length
👉 Insights from Brian Dean (founder of Backlinko)
🗓️ Learning Resources and Tools
💡 1. Download your SEO Guidebook For Free (Limited time)
We’ve all read eBooks that were meant to be blog posts but were instead padded out to 100+ pages. But, this guidebook is the opposite.
0% fluff, 100% actionable SEO, and content marketing insights that help you drive traffic generate leads and build an audience.
What You Get:
Content update framework
Proven SEO strategies
Landing page optimization tips
Content distribution strategies
Content auditing strategies
Content UX tips
SEO strategy breakdowns of sites, & more.
What to expect:
You will get instant access to 10,000+ words of PDF guide with 40 SEO insights.
👉 Download the PDF now (Content Marketing VIP)
💡 2. Free SERP Similarity Tool (unlimited use)
Want to check the similarity between the SERP of two target keywords?
KeywordInsights launched a free SEO tool that lets you visualize the SERP similarity of two keywords.
Here’s an example:
If the SERP similarity or overlap of top-ranking pages is high then it suggests not creating a separate page for two keywords. Vice versa.
“The SERP Similarity tool will quickly show you the overlap between two keywords on the SERPs and will tell you whether you should create a new page or not.”