#061 Content Marketing Newsletter
Zapier's underrated content strategy, finding link-worthy content topics, copywriting insights, and more.
🎯 Actionable Insights
💡 1. Underrated Content Strategy SaaS Businesses [SaaS Examples]
As a content marketer, you need to think beyond creating SEO-optimized content. One example of such a content type is knowledge base (highly relevant for product-business).
Zapier has built an extensive library (knowledge base) of articles that help customers to find product-related answers.
Benefits of building a knowledge base?
You build a content team that serves your audience 24/7 without a salesperson.
Your website ranks at the top for product/service-related branded queries.
Helps in customer satisfaction (churn rate too).
Example from Zapier:
Using Zapier can be a bit challenging for a first-time user. But users can find their solutions by typing the question in Google.
By creating a helpful knowledge base (library of articles), Zapier is driving 10k organic visits every month.
Providing a better customer experience should be the first objective of any knowledge base, and optimizing for SEO could be the second option.
Few things you need to consider to improve the readability and UX:
Time to value factor: Every piece of content will have a specific problem or question to answer. Your goal as a content marketer should be to provide the answer as fast as possible.
An example from Ahrefs:
One of the articles from Ahrefs’ help center is about 'how often is Ahres links database updated?'
And the first sentence of the answer is 'every 15 minutes.' From a user's perspective, this is a to-the-point answer without adding fluff.
Adding an unnecessary introduction
Creating long-form content when users just want to get the quick answer
Add the exact answer as soon as possible.
Bold the important part of the content to make it more readable
Add articles related to the content/question.
Include a clear title
👉 Insights from Sk Rafiqul Islam (Learn complete guide on building knowledge base)
💡 “Motivate Users To Take The Next Steps”- The Secret To Make a Clear Landing Page
One of the most important landing page elements is making your CTAs meaningful and motivating the users to take the next steps.
How to do that?
One way is to eliminate generic CTAs like Sign up, search, join the newsletter, etc.
The reason is generic CTAs don't add the context about the benefits your user will get after clicking any specific button.
Instead, make them relevant to the benefits of your product.
Here’s what Matt Maiale suggests:
"Be specific about the value users get by clicking forward… And reassure users they're on the right path."
An example from Zapier:
Search → Search for the apps you use
Sign up → Sign up to automate Slack
👉 Insight from Matt Maiale (Check out his Twitter thread on writing for startups)
💬 Bite-sized Insights
💡 1. Copywriting Tip to Simplify Your Message
“Want to get your prospects excited about your offer?
Use specific language (even if it means using more words).”
Here’s an example:
👉 Insights from Gill Andrews (Follow her for more copywriting insights)
💡 2. Guideline To Write Product Review Guides Loved By Readers and Google
If you're working with product review websites, you will most likely see organic traffic fluctuations due to core updates.
If you've been affected by the product review update, you can consider the following points:
First, you should check Google’s useful guidelines to create product review guides.
Second, take inspiration from Wirecutter (product review website).
To improve the content quality and follow product review guidelines, Wirecutter follows a strict editorial policy.
A standard Wirecutter guide typically features:
Why you should trust us
Who this is for
How we picked and tested
Flaws but not dealbreakers
"These sections are the foundation of our work and help us lead readers to the information they need and the pick that works for them." - Wirecutter.
Consider applying a similar approach to become more trustable, credible, & accurate.
👉 Insight from Sk Rafiqul Islam (Follow on Twitter for quick SEO insights)
💡 3. Analyze The Search Intent to Rank Higher on Google
“If you do SEO, you probably need to spend more time analyzing the intent of SERPs.
Make sure your page type matches what Google wants to rank.
If it's all blog posts ranking? → Write a blog post.
If it's all product pages ranking? → Make a product page.
It's highly unlikely that your single page or domain will change the intent of what Google wants to rank.
So just feed it more of what it already likes.”
👉 Insight from Charles Floate (SEO Expert)
💡 4. Use Ahrefs To Find Linkworthy Content Opportunities
One of the cool features of ahrefs is 'Best by links' growth.'
1/ Put your competitor's domain
2/ Observe what type of pages or blog post topics are acquiring links over 30 days
Chances are, many of these content pieces are getting links organically.
This way, you can find LINK-WORTHY content topics from your competitors.
💡 5. Headline Psychology: 7 Quick Tips to Grab Users’ Attention
Start a list
Ask a question
Make a bold claim
Address a pain point
Cite a shocking statistic
Explain your top benefit
Start an interesting story
Next time you write, use one of these.”
👉 Insight From CopyBlogger
🗓️ Learning Resources and Tools
💡 1. Find Cold Email Templates For Your SEO and Marketing Needs
Not sure how to approach sites for guest post publishing or broken link building?
Explore the directory of 266+ cold emails and use the email template you're looking for in minutes.
You’ll find email templates for:
Guest article publishing
Broken link building
content update suggestions
Resource page link building, and many more
💡 2. The Future of Link Building: What Got Us Here, Won’t Get Us There
Aira released the 2022 link-building report (full of insights on what's working for SEO teams and freelancers).
And this guide will break down the key findings from the study that will help you find link opportunities.
After reading this guide, you’ll learn:
What's working and what's not in link-building techniques
How to use the customer journey to generate link-building ideas
😄 Have Some Fun
Google Engineers vs. SEOs after a core update 😄