#085 Content Marketing VIP Newsletter
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🎯 Actionable Insights
💡 1. Content strategy that brings conversion for eCommerce brands
One of the most effective blog content strategies for eCommerce brands is list posts (a.k.a listicle articles) for product suggestions.
For instance:
If you’re selling home furniture online, some possible blog content ideas are:
10 best chairs for remote employees
Top 10 standing tables of 2023 (under budget)
7 best furniture accessories to buy
Listicle posts can work well for eCommerce brands in terms of traffic and conversion.
And one key reason is:
Buying intent for product suggestions/lists is high. In fact, these types of posts allow you to promote your own products without being salesy.
Some examples:
Wayfair(.com) is a great example of creating listicles to drive traffic and promote their own products via internal links.
When you look at the page structure, you’ll see a similar pattern for all ‘Best X’ type posts.
Here it is:
In fact, every product in the listicle is linked to either category or product pages.
This helps in:
Passing the PageRank from articles to transactional pages
Driving conversion by directing people to products
Satisfying user intent
Action items:
1/ Start listing all important (high revenue, trending, etc.) product categories
2/ Perform keyword research to find queries like best X, top X of 2023, etc.
3/ Study the search intent. Are the ranking results blog posts/category pages/product pages?
4/ Publish the page with internal links to related product category or product pages
5/ Use descriptive link text and CTA buttons to stand out from the text
6/ don’t forget to include the product image to give users a preview
Tip: Instead of adding CTA text like 'Buy product X' or 'shop product X,' you can try with CTAs like 'check the latest price of X.'
This reduces the friction for users to click the link.
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💬 Bite-sized Insights
💡 1. What makes an effective content audit?
If your SEO team is presenting your content audit report without a list of clear action items by priority, it is not worthy.
Knowing the issues in your content/SEO strategy is not enough. You also need direction on what to do.
Generally, every content audit we do for our clients has three things in the action items:
1/ Issue: explaining what the issue is
2/ Why it matters: educating why it impacts the organic performance of your website
3/ Priority (High/Med/Low): this helps the clients to prioritize the tasks from most important to least important
Here’s an example of action items included in the content audit report:
👉 Need help in content audit or SEO consultation? Hire me to fix your content issues
💡 2. Invest in featured images for more discoverability
If you're writing a blog post, add a featured image that's at least 1200 px wide and a height of ~720 px.
It makes sharing the piece on social more engaging and gives the post new life in Discover and Search.
It can make a big difference - invest in the feature image.
👉 Insghits from Brodie Clark
💡 3. Use this trick to improve blog UX
Generally, blogs mention the last updated date to ensure that content is updated with the latest information.
However, a better approach is to include what changes are made in the last content update.
Two examples:
❌ Last updated on 20 Dec, 2022
✔️ Last updated on 20 Dec, 2022 to include additional information on X, Y, and Z
A real example:
Good Housekeeping(.com) uses a small text box to highlight what changes are done in the latest content update.
Benefits of this approach:
Make your editorial process more transparent
Inform users about the latest changes
Differentiate your content from the rest
So, the next time you update an article, take a few minutes to highlight the changes done in the article.
💡 4. Analyze the crawl depth of your website
The crawl depth report in Screaming Frog is a great feature to quickly validate your site structure.
Here’s an overview chart:
This shows you the number of URLs by crawl depth (how many clicks away from the home page) and page status (200, 301, etc.).
This helps you identify:
pages that are too deep in the site hierarchy
site's internal linking structure
the proportion of broken links/redirects by crawl depth
Tip: Use filters to identify pages with high crawl depth and export the full list.
Now, you can fix the crawl depth for important pages as you want them to be placed within 1-3 clicks away from the homepage.
👉 Insights from Content Marketing VIP
🗓️ Get free access to the Content Marketing VIP club (limited-time offer)
A friendly reminder: The yearly offer to join Content Marketing VIP club is closing tomorrow (10 Aug, 2023).
If you’re still unsure whether to join this or not, consider these two things:
1/ Investment of ₹6/day will turn you into a better SEO
The content marketing VIP club helps you become a better SEO-driven content marketer with the most detailed SEO analysis you’ve ever read.
You don’t have to take my word for it🙏.
I am offering you free access to the latest case study published in the membership.
Read the case study right here (free access for a limited time) and decide whether it's worth joining the club.
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Now, the choice is yours.
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