#051 Content Marketing Newsletter

Content strategy breakdown of PharmEasy, SaaS content marketing, and much more.

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🎯 Actionable Insights

💡 1. How PharmEasy Is Building A product-led Content Moat That Is Hard To Replicate

SEO is their primary source of customer acquisition as PharmEasy gets close to 10 million organic visits every month.

Some stats about the PharmEasy website:

• Getting over 9.4 million organic visits per month

• 100k+ backlinks from 12.5k different domains

An interesting fact:

PharmEasy is building a content moat that will be hard to replicate for its competitors.

Here’s Why:

They have created a library for medicine and molecule names. Now imagine the number of medicines and molecules available in any country.

It’s almost countless.

This is where PharmEasy has built a content moat by creating an informational page for almost every molecule and medicine available in India.

For a rough idea, there are a total of about 2,88,000 pages indexed in Google only for the medicine names. Likewise, there are 10,000+ pages indexed for molecule names.

Here’s The Breakdown of PharmEasy’s Content Strategy:

1/ First page for generic medicine names: PharmEasy is dominating the SERP for medicine and molecule related terms. In fact, they are ranking on the first page for generic medicine-related terms for 7k+ keywords 🤯.

Some examples:

• Irocit (monthly search volume 27.1k)

• Maxtio (monthly search volume 22.2k)

• Cobvit (monthly search volume 18.1k)

2/ Product-led content structure: The page design for these medicine glossary terms is a great example of product-led content. That means PharmEasy turns the product page into an information guide.

Here’s the above-the-fold section:

And the same product page is also an informative guide that includes medicine dosage, side effects, warnings, and also FAQs.

This helped to rank these medicine pages rank on informational key phrases such as:

• How to consume sporlac powder

• Eldoper tablet dosage

• What is azax

• Gemcal plus benefits

2/ Building EAT with structure data: Along with useful content on the product page, PharmEasy also ensures that these pages demonstrate the EAT to build trust and credibility.

Every product page content has been reviewed by a medical professional and informing the same to Google with the help of structured data.

Here’s the schema markup:

Action Items For You

• If you're into an industry that deals with many technical and complex terms, then consider building glossary pages.

• Even better is to create an individual glossary page for each term and make it informative for the users.

• Search for FAQs, Wikipedia, and competitors' pages and get relevant terms and topic ideas.

• Next, try to find an angle to include your product or service on the glossary page. Add only if it is relevant to the glossary page.

• Focus on internal linking between the glossary pages.

👉 Learn About The Content Strategy of Mailchimp's Glossary pages

💡 2. Underrated Content Strategy for SaaS Businesses

An effective approach to automate customer support and build a self-service platform for the customers is by building a knowledge base.

Key benefits:

• Allowing customers to solve their product-related queries independently without the need of any staff members.

• Improving customer retention with content hubs

• 24/7 support availability

• Adds SEO advantages

Here’s an example of the knowledge base design (from Semrush) →

Follow the numberings as shown in the image for context.

1/ Search Bar

2/ Breadcrumb

3/ Chapters

4/ Table of Contents

5/ Referencing product features

6/ Feedback

Here are some of the SaaS companies getting not only benefits to customer satisfaction but also generate traffic.

👉 Liked This? Follow me on Twitter for more insights.

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💬 SEO & Content Marketing Wisdom

💡 1. Copywriting Tip To Write Better Headlines [By Alex Garcia]

“Headlines can make or break your landing page.

And I have found four formulas to work best. Here's an example of one:

Formula #1 = Specificity (Big Idea) x Hook (Your Magic Sauce)."

Here’s an example →

- Insights From By Alex Garcia (Creator of Marketing Examined)

💡 2. 5 Content Marketing Lessons That Helped To Reach 1million+ Organic Sessions Per Year [By Michaela Mendes]

1/ Bottom Of The Funnel Comes First

Traffic is not priority #1. Instead, focus on improving existing conversion rates. What do visitors need to know to decide to buy? Comparison pages can be a goldmine. There won't be a lot of keyword volume.

2/ Templates For Everything

List the types of content you'll create.

• Informational long-form blog. Purpose: educate

• Opinionated short-form article. Purpose: demonstrate authority

• Transactional comparison webpage. Purpose: conversion.

Templates speed production.

3/ Internal Links Are Critical

 External backlinks are overrated. I said it. If you're creating good content, they'll come naturally anyway.

Internal links are what YOU (and only you) control. It's *highly* effective in helping search engines find, index and rank your content.

4/ On-page Experience Matters

Fast load time, est. read time, interesting infographics, smooth scrolling, well-structured headlines, table of contents, relevant recommended content – all are elements of a high-quality user experience.

And they are well worth the investment.

5/ Put Volume Behind Conversions

Instinct: lots of traffic to a keyword, so you spend $ on a bunch of similar content.

Instead, figure out how to convert traffic on high-volume pages *then* scale the series. If you can't convert the traffic, move on.

👉 Insights From Michaela Mendes

💡 3. Use Lots of Social Proof To Improve The Home Page Conversions [By Amanda Natividad]

Sprinkle social proof everywhere.

Try a mix of different types of social proof. 

• Logos

• Testimonials

• Case studies

• Reviews and ratings

• no. of customers you have

Here’s a social proof example from Ahrefs → 

👉 Insights From By Amanda Natividad (Get more conversion optimization tips here)

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🗓️ Learning Resources & Tools

💡 1. SEO Course To 10x Your Website Traffic [Free To Join Now]

Not getting the desired results from your SEO effort?

This free course might help you with this. Learn the SEO strategies that helped remote.tools to reach 1million+ monthly traffic.

Key modules of this course:

• Keyword research

• Proven SEO best practices

• Building website authority

• Tracking SEO growth and more.

👉  Enroll in the startup SEO course for free

💡 2. Get eCommerce SEO Tips & Best Practices From ContentKing Academy 

eCommerce websites come with their own opportunities and challenges.

From technical SEO to product page SEO, this free academy will help you improve your eCommerce SEO strategy.

Key Topics Covered → 

• Shopify & Magento SEO

• eCommerce site architecture

• Link building 

• Product page SEO guide, and more.

👉 Access the eCommerce SEO academy

💡 3. 7+ Content Marketing Strategy Breakdown of Top Brands

A few months back, I published 7 breakdowns of content marketing strategies of various brands, including Zerodha, Zomato, Indeed, Bewakoof, Holidify, and more.

This will help you learn →

• Results they achieved

• Top SEO and content marketing strategies implemented by top brands

• Action plans to implement the same

👉 Content Marketing Examples To Learn From

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🆕 What’s New

💡1. Google Says AI Generated Content Is Against The Webmaster Guidelines 🤯

In the recent Google Search Central SEO office-hours hangout, someone asked John Muller about Google's official position on using AI tools generated content on the website.

Here’s what John Muller said:

“If you’re using machine learning tools to generate your content, it’s essentially the same as if you’re just shuffling words around, or looking up synonyms, or doing the translation tricks that people used to do… 

My suspicion is maybe the quality of content is a little bit better than the really old school tools, but for us, it's still automatically generated content, and that means for us, it’s still against the Webmaster Guidelines. So we would consider that to be spam.”

Should you use AI tools to generate content?

This clearly suggests that relying completely on AI tools to generate content isn’t something that Google wants. Even Google may penalize the site if they're able to identify the AI-generated content (not sure if they really can identify AI-tools generated content).

Google's position on this may evolve in the future, but as of now, Google still considers AI-generated content against the webmaster guidelines.

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😄 Have Some Fun

SEOs fixing broken link issues on the site 😆