#058 Content Marketing Newsletter
"SEO is a demand capture channel, NOT a demand creation channel. It really doesn't matter if you "rank" #1 on a query if no one searches for it." – Eli Schwartz.
🎯 Actionable Insights
💡 1. Build A Content Distribution Strategy Like SmallCase
Mistake To Avoid: Focusing more on creating new content and less on distributing existing content.
But with SmallCase (an investing platform), the story is different.
Smallcase's weekly newsletter educates people about investing and the stock market.
They repurpose newsletter content and publish it on social media platforms such as Twitter, Facebook, Instagram, etc.
Here's an example of how SmallCase repurposes its content for different platforms →
Not only that, but they also publish their newsletter on the website to make it accessible for all.
As you can imagine, one newsletter is turning into so many valuable content pieces for different content platforms.
And that would've been totally missed if they never took content distribution seriously.
Key Takeaway →
Double down on content distribution to get the most out of your content assets.
👉 Read Content Marketing Examples [With Detailed Breakdown]
💡 2. These 6 Tips Will Help You Get Started With EAT in SEO (by Jeremy Moser)
1/ Authority backlinks
“Backlinks from great websites = strong measure”
Backlinks and even mentions from authoritative sites are beneficial to build trust and credibility in Google’s eye.
Focus on acquiring links from quality websites in your niche.
2/ Reputation research
Third-party reviews or reviews from individual
Search for: [brand name] reviews -[brand domain]
This way, you’ll get to see what other websites are like. Exp[erts are talking about the brand online. A lot of negative or mixed reviews can affect the reputation of your website’s credibility.
First, if you don’t have reviews online, focus on getting reviews from customers regularly.
"Get good reviews on trusted platforms (Google, Yelp, G2, Clutch, etc.)."
3/ Wikipedia mention/page
“News articles, Wikipedia articles, blog posts, magazine articles, forum discussions, and ratings from independent organizations can all be sources of reputation information.” – Google.
Having a Wikipedia page or mentions can be useful to build the authority of your brand.
4/ Topical Authority
Just because YOU claim to be an authority does not make you one.
Example: person runs a finance website. They can’t seem to rank. What displays when you Google their name?
It should show:
Quotes, interviews, awards, bylines, podcasts, and conferences, on your topic.
Publish original research
Get quotes in publications
Get better LINKS, Podcast
Google is good at picking the intent of brand mentions in forums. It is recommended not to spam or write fake brand or product reviews in forums for the sake of EAT.
6/ Your website
Your website is a great place to start by adding information that demonstrates EAT.
Showcasing expertise of the brand/ team members on the about us page
Creating individual author bio pages to showcase expertise
Using structured data to share additional information (person, awards, academic qualification, etc.)
👉 Insights from Jeremy Moser (Follow him for SEO and copywriting tips)
📌 Join Wynter’s Marketing Research Panel [make extra income]
Wynter, a target customer feedback tool, is looking for people to join its marketing research panel.
Participate in messaging research surveys and get paid for your feedback.
Super low time commitment, 1 → 15 min per survey.
Here’s how it works:
1/ Sign Up → 2/ Take Surveys → 3/ Get Paid
After every survey, Wynter pays you $10 - $200, depending on the survey type and requested audience criteria.
See what some of our panelists are saying:
"I enjoy giving feedback as it helps me as a marketer to think critically for other companies." - Megan.
Getting to know different companies and their marketing strategies. Being a part of helping the brands crack their marketing. No doubt money is a part of motivation too." - Ubed.
Liked this so far? Consider sharing this episode on social media.
💬 SEO & Content Marketing Wisdom
💡 1. Small Copywriting Tweak to Increase Conversion Rate From 32% → 45%
This copywriting change in the landing page helped MilkRoad increase its conversion rate by 40%.
Here’s the copywriting framework used:
Address objection handle → Add social proof → Mention actionable outcome
The real example:
💡 2. Quick tip for finding citation opportunities for local SEO (without any tools)
Citations in local SEO help in:
Local keyword rankings
Overall domain authority
It is easy to find such citation opportunities by looking at competitors' backlink profiles. But you can do the same even if you don't have access to an SEO tool.
Here’s how you can find many opportunities to get citations for your local business.
Type the following search terms in Google.
[“competitor 1 name”] -site:[competitor domain] + [location]
This will show you a list of sites that have linked to your competitors but not yours.
Next, pitch these sites or try to get your business listed there.
🆕 What’s New
💡 1. Googlebot Documentation Update
From now, the Google bot will only consider the first 15 Mb of content for indexing.
“Googlebot can crawl the first 15MB of an HTML file or supported text-based file, like a PDF.” – John Muller.
🗓️ Learning Resources and Tools
💡 1. FREE Technical SEO Course (with Certification)
No matter how many links your page has or how good your content is, you won't get any traffic and leads if it is not getting crawled or indexed in Google.
This is where technical SEO is required to avoid potential site issues.
In this SEO course, you’ll learn:
Content, on page
The technical audit process and many more
💡 2. The SEO Skills Maturity Matrix
Not sure how to take your SEO career (as an agency or in-house professional) to the next level?
This SEO skills matrix will show you the required skills needed to have a better SEO career.
“Technical skills (for in-house) are important - but most in-house teams are not struggling because they are facing complex advanced SEO issues.
Rather they’re struggling because they don’t have buy-in and budget to properly execute their SEO roadmap.”
💡 3. How to Complete a Technical SEO Audit in 8 Steps [by Ahrefs]
“Whether it’s to make improvements on your own site or recommendations for your first client, this guide will help you to complete a technical SEO audit successfully and confidently in eight steps.”
Most of all, you’ll learn how to use Ahrefs Webmaster Tool (free) to find SEO issues and how to fix them.