#057 Content Marketing Newsletter

"Content marketing is about teaching, not selling." - Mustafa Khundmiri.

Sk Rafiqul Islam

Jun 20, 2022

🎯 Actionable Insights

💡 1. Product Led SEO example from Zapier (Drive Traffic Without long-form Articles)

Zapier is on the first page for keywords like →

Calendar apps (24k search volume per month)
Call tracking apps (4.1k search volume per month)
CRM apps (9.6k search volume per month)
Event management apps (1.5k search volume per month), and many more.

The fact is: To get thousands of traffic every month, Zapier hasn't even written 100 words to any of these pages.

Here’s how (quick breakdown):

1/ Product database

Zapier has an advantage of a large database of apps (integrated with zapier automation tool).

2/ Apps categorization

Zapier has categorized all the apps into different app categories such as customer support, project management, eCommerce, etc.

3/ Matching the search intent

If you type any of the keywords like [product category name] apps, you’ll see the majority of the top web pages are listicle in format.

That means Google prefers a listicle content format for queries like these.

Likewise, Zapier has also created listicle pages for different categories consisting of all the products from their own database.

Here’s what the page looks like:

4/ Conversion optimization

Even getting thousands of traffic is worth nothing without conversions. Now, to turn this traffic to conversion, Zapier has well-optimized its category page.

First, if you click on any of the apps/ software, you’ll visit the integration page with a CTA to use Zapier as an automation tool.

Let me help you visualize:

This internal linking helps in both ways – i. Passing link value, ii. Driving visitors to the bottom of the funnel stage.

This was a quick breakdown of how Zapier uses product-led SEO to drive traffic and conversion to their SaaS business. If you want more SEO breakdowns (in-depth), access the content marketing VIP club now.

👉 Unlock the library of content marketing breakdowns and SEO Guides

💡 2. Blog Strategy of Wayfair to Turn Readers into Customers

About Wayfair: Wayfair is an eCommerce store for furniture, decor, outdoors, etc.

One of an e-commerce site's challenges is turning blog readers into paying customers.

And of the reasons is targeting topics where it is hard to mention your products in the article due to lack of relevance.

Wayfair does a great job here by creating buying guides for different product categories.

In fact, there are a total of 150 buying guides for various product categories on Wayfair.

Here’s how these guides are contributing to SEO success & higher conversion:

As you can see in the above image, the article on ‘desk buying guide' has links to all the related category pages (using the CTA button).

This way, Wayfair is building a clear internal link structure beneficial to ranking the collection pages and product pages.

Also, this approach helps in a higher conversion rate from blog articles as the CTAs are relevant and helpful for the readers.

Key takeaways:

For Ecommerce stores, consider building topical authority in the parent topics by publishing informational content.
Use Wayfair's internal linking approach to drive readers from articles to collection or product pages.

👉 Insight From Content Marketing VIP [Learn about Blog UX design guide]

💬 SEO & Content Marketing Wisdom

💡 1. Make every space of your website meaningful

Every space on your website is valuable.

Don’t waste it by adding vague sub-headings.

Here are some of the common sub-headings you’ll see on different websites from different industries.

Likewise, turn generic CTAs into specific and service-oriented CTAs.

Example 1 →

❌ Call Us
✔️ Call Our Marketing Experts & Get A Customized Proposal

Example 2 →

❌ Download This PDF Now
✔️ Download This PDF To Grow Your Website Conversion

Insights from Orbit Media (learn about 27 web design tips)

💡 2. Advice For SEOs To Deal With Google’s Algorithm Updates

When Google releases a broad core update (like they are currently), avoid making significant site changes.

That means no:

Redesigns
URL migrations
Significant content changes

Algo updates add another variable to consider that will make measurement harder.

👉 Insight From Sam Underwood

🆕 What’s New

💡 1. Guest Posting Is The Third Most Popular Link Building Technique

“Aira launched the 3rd annual State of Link Building Report that offers expert insights into how SEOs build links in 2022.”

One of the key insights from the link-building report →

“Similar to 2021, content marketing was by far the most popular answer, with 68% of respondents saying that they used content to build links.
The next two most popular techniques were competitor analysis (54%) and guest posting (47%).”

👉 Access the full link-building report

🗓️ Learning Resources and Tools

💡 1. Find Questions People Ask About Your Brand [SEO Tool]

SearchResponse is a freemium tool that gives you a list of ‘people also search for’ keywords.

How do I use this tool?

The tool accepts three types of inputs:

1/ Topic/Word searches - search using words or phrases that you would like contained within the PAA. (Ex: keto)
2/ Domain search - enter a domain and find all the PAA questions answered by the domain. (Ex: healthline.com)
3/ URL search - enter a URL and find all the PAA questions answered by the URL. (Ex: healthline.com/nutrition/ketogenic-diet-101)

👉 Start Finding PPA Questions