#081 Content Marketing VIP Newsletter
Learn how to get conversion from your blog articles, headline formulas for landing pages, and optimizing navigational links for SEO.
🎯 Actionable Insights
1. Not getting enough conversion from blog articles? Try this.
One thing that is killing your product selling conversion rate from blog articles. Most people use blogs as a way to share helpful information.
But to succeed in content marketing, you need to tie quality content with business value.
For example, if a blog topic is ‘Complete Process on How to do X’ then usually people write content to demonstrate how to do X with a step-by-step process.
There’s nothing wrong with this approach.
But from a conversion point of view, you’re not making the most out of your content.
Better approach?
The goal of the blog page then should be to demonstrate the step-by-step process of doing X but using their product.
That means your blog articles should solve users’ challenges by using their own products.
Here’s a real example from Westfield:
About Westfield: an online shopping site for clothing and other accessories.
Blog topic: Top summer fashion trends of 2022
Blog article goal: helping readers to know about fashion trends and how they can shop the latest fashion trends from Westfield.
When you look at the blog page, you will see that after every trend, Westfield has added related products to shop from.
This way, Westfield is not only creating helpful content but also promoting their products that don’t seem like a promotion.
So, start integrating your product or business offerings into your content to boost conversion.
👉 Insights from Content Marketing VIP
2. Four headline writing formulas that will boost your landing page conversion (Alex Garcia)
[Sponsored]
Writing must-click headlines for landing pages is key to improving your copywriting skill.
Check out these 4 headline writing formulas (along with examples) that are easy to implement in your copy.
1/ [Introduce The Product] x [Say What It Does]
Combine your product category with important features.
An example:
2/ [Value Creation] x [Tackle The Objection Behind It]
Identify the key value your product offers and what problem it solves.
An example:
3/ [Define The Outcome] x [Explain What Creates The Outcome]
Identify the end value your customers will get and how your product helps users achieve it.
An example:
4/ [Be Specific] x [Add Your Hook]
Follow the structure: How to do X without Y
X → Product outcome
Y → biggest concern of users
An example:
That’s all, folks.
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💬 Bite-sized Insights
💡 1. How To Use Internal Links To Increase Rankings Fast
One of the mistakes many eCommerce and B2B sites make is creating separate navigation for blog content.
That means the website uses two site navigation:
Primary navigation (includes product/service offerings)
Secondary navigation (only includes blog categories and articles)
Here’s an example from Bewakoof (eCommerce):
Bewakoof uses isolated blog navigation that doesn't include the primary navigation (product categories and sub-categories).
Issues with this approach:
Pagerank doesn't pass from articles to the collection and product pages (unless you add internal links)
Chances of visiting product or category pages from blog articles are less
Lack of conversion optimization
Better approach?
Always include the main site navigation (that includes business offerings) in the blog content.
Even if you want to create separate blog navigation, you
Here’s an example from Zapier:
As you can see, Zapier consistently uses the main site navigation for blog pages. This helps readers easily visit the main site, product, and other money pages from blog articles.
And this increases the chances of generating conversion from higher blog traffic.
💡 2. Website migration tip
“Planning a website migration?
Don’t forget to redirect your images.
Many site owners remember to redirect their pages but forget about images.
Doing so allows you to retain any links directed at image URLs + maintain image clicks/impressions (can see this in GSC).” – Brodie Clark
💡 3. A better way of adding ‘Table of Contents’ to your Article
First of all, let’s discuss some SEO benefits of adding TOC in articles:
Improve user experience
Helps you win site links in the SERP (improves CTR)
Users can quickly navigate long-form articles
Now, let’s discuss the right way of adding TOC.
Generally, we use a Table of Contents for headings (H2 tags) at the bottom of the article.
But sometimes, even the TOC isn't enough for a long-form article (having dozens of H2s and H3s).
In that case, you should be adding multiple TOC within the content to highlight the subheadings.
Here’s an example:
This way, you'll have a more structured blog article that improves user experience.
🗓️ Learning Resources and Tools
💡 1. Free SEO reporting and tracking software
This week, I discovered this free SEO tool (called SeoPoz) that connects with GSC and GA accounts to help you visualize SEO, keywords, and traffic reports.
“SeoPoz is a free tool that simplifies all of your Google Search Console data into one place.
You can see what keywords are ranking, where they rank for, and more! It’s the perfect way to keep track of your SEO progress.”
With SeoPoz, you can:
Track keywords your pages are ranking for
Where do they rank for
Find keyword search volume
PDF/Excel data export of SEO reports
Tracking ranking positions of keywords, etc.
Here’s the dashboard screenshot:
Thank you for this. Time and energy spent produced great article.