Content Marketing Newsletter #25
"You can trick people into clicking a link. You can't trick them into sharing the content." - Mark Schaefer.
📢 Announcement
This year, I've reviewed 34,224 marketing jobs and discovered the current state of digital marketing in India.
The report includes statistics about:
Avg base salary of marketers in India
Key digital marketing skill
Most in-demand marketing tools, etc.
Access the full report here 👉 2021 digital marketing jobs report
🎯 Actionable insights
💡 1. Fix your 'Contact Us' page
‘Contact Us’ page is the medium for your prospects to reach you, right?
So, are you measuring the performance of this super important page?
One of the common mistakes of many websites is using an email link, not a contact form.
Here’s what I mean:
Reasons why using a contact form is much better than having email links:
1. Trackable: You can easily track the performance of your contact form by setting up goals in Google Analytics. But that’s not the case with email links.
2. Ask specific questions: You can decide what questions or information to add to a contact form. More information helps you understand the requirements of your prospects clearly.
3. Promote additional content on the ‘thank-you’ page: When your prospects fill a form, they get redirected to the ‘thank you’ page.
And, this is where you can promote additional content such as newsletters, case studies, etc.
Here’s a side-by-side comparison b/w email link and contact form:
👉 Insights from OrbitMedia: Learn more about fixing your website
💡 2. Steal my process of creating a newsletter landing page
To grow your newsletter, you need:
Traffic
Conversion
But many people focus only on traffic and ignore the impact of conversion optimization.
Here is a mini-guide to write a high converting newsletter landing page.
Note: This is the same framework I've used to get over an 18% conversion rate for my newsletter.
1/ Start with a clear title
Make it: Short, relevant, and clear.
The subject line should help users to get a taste of what to expect.
2/ Add a short subheading
Don't forget to explain what value your users will get when they sign up for your newsletter.
Make sure the offerings are relevant to your core audience.
3/ Mention the benefits
What benefits will your users get from your upcoming emails?
Make the benefits relevant to your audience's pain points.
4/ How often?
Is it:
Once/week?
Twice/week
Whatever the frequency is, inform your audience.
If you don't have any fixed timings yet, do it NOW. It makes a huge difference.
5/ Social proof
Instead of using a separate testimonial page, use the user's feedback on the most important places.
Near the CTA is one of the best places to showcase your testimonial.
So, take some time and edit your landing page. Don’t forget to test the results.
💡 3. Three tips before you start a content audit
Auditing existing content helps you identify:
What to improve
Scope of content upgrading
Leaks in your content marketing funnel
Here are 3 tips from Michaela Mendes to remember before doing content auditing:
1/ Traffic isn’t the only metric:
Don’t remove content just because the traffic is low.
Instead, also consider:
How valuable is this for your audience?
Content freshness
How easy is this to understand and consume the content?
Avg. time spent on the page, etc
2/ Content upgrades & content repurpose
Don’t remove any piece of content without considering the scope of:
Content repurposing
Content updating
Content merge
Here are 5 factors that I personally use for content upgrading →
Freshness
Original
Relevance
Opportunity
Traffic potential
3/ UX is as important as the content itself
Give importance to dead links, clear site architecture, page speed, visuals, etc.
Find more insights from Michaela Mendes.
🗓️ Upcoming Events
💡 1. Building Topical Authority: How to 6x Your Traffic in a Year
“keywords are no longer the driving force behind search. Topics are.”
Therefore building an SEO strategy around topical authority is necessary to get a competitive advantage on search traffic.
In this workshop, you’ll learn:
Difference between E.A.T and domain authority
How to build topical authority
Building a topic cluster strategy, and more.
From: Stephen Jeske (Content Strategist @ MarketMuse)
Date of the webinar: August 11, 2021
💡 2. Optimize Connectivity Between Your Content and Customers
Content is not just a medium to reach your audience- it's also what helps convert users into paying customers.
So, knowing how to leverage content strategy to increase sales is essential.
Join this webinar and learn:
How to organize and repurpose your content
How to use content to improve customer experience.
From: Content marketing institute
Date of the webinar: August 11, 2021
💡 3. Optimizing Your Site: How to Write for Google and the Reader
Great writers don’t write for search engines.
Instead, they find a balance between the algorithm and the reader in their writing.
This is exactly what this webinar is all about.
Join the session and Learn:
Understanding the search intent behind queries
Finding the balance between Google & the reader
What Google really cares about content
From: MarketingProfs
Date of the webinar: August 11, 2021
🆕 What’s New
💡 1. Google shared local SEO tips for local services
In one of the SEO office hours, John Muller suggests some advice on promoting local services on Google.
The first thing he recommends is having a very strong GMB profile set up. Along with the GMB profile, he recommends that pages should clearly mention the location so Google can show your webpages for queries that include "near me."
He further adds:
"What you need to do there is just make sure that you have your location very clearly defined on your pages so that we can recognize this location is associated with your website or with this page, and the user is in that location.
Therefore any query that includes "near me" we can apply, kind of, this geographic distance algorithm to figure out like these are actually results that are near them, and they match what they were looking for."
Source: SEJ
💡 2. Find top Content marketing tweets in one place
I've compiled top content marketing tweets covering technical SEO, copywriting, content strategy, CRO, and advanced strategies.
1/ Bookmark 🔖 this page,
2/ Grab a cup of coffee ☕, and
3/ Enjoy some of the most actionable content marketing insights.
Best part?
I will keep updating the page with fresh and latest marketing insights.
👉 Access the best of content marketing Tweets
Expert Quotes
💡 1. Misconception about content marketing
“Too many content marketers think the customer journey is 2 simple steps:
Read a blog post.
Buy the product
In reality: People read reviews. People read case studies. People listen to podcasts. people tweet. People attend webinars. People pitch each other internally."
💡 2. Recipe for becoming great at SEO
"Here's a hack for becoming a great SEO:
1. Read case studies/talk to other SEOs
2. Replicate what they did
3. Measure the results critically
4. Rinse & repeat for a couple of years."
Have Some Fun
Not even Spiderman could do it faster 😂