Content Marketing Newsletter #35
As a content marketer, you're not limited to creating content that will drive traffic from search engines.
🎯 Actionable Insights
💡 1. How To Create Case Study Videos That Doesn’t Suck
A well-crafted case study or a testimonial video is one of the most important content types in BOFU.
It helps you→
Get clients
Increase landing page conversions and more.
But how to create a testimonial video that generates conversion & leads?
Here’s a structured template to produce a high converting case study:
1. Brief Background Story
Introduce the customer with your audience.
Share about:
who’s the customer?
what’s the industry?
a little bit about the business
2. BEFORE Story
Tell the viewers about the situation of your customer before using your product or service.
Showcase the challenges, problems, struggles, your customer was facing.
3. AFTER Story
The goal here should be to let the audience know the specific results/gain your customer got.
Try to bring data-driven results.
Not So Good example: Service X helped us to improve employee retention in our organization.
Good example: Service Y helped our organization to improve the employee retention rate by 10% in 7 months.
Even better if the After story comes from your customer’s own words.
4. Recommendation
It’s time for your customer to recommend your product/service.
But the fact is most of the recommendation sounds fake and biased.
To solve this, give your customer some predefined questions:
What did you like the most about our service or product?
What makes you continue to work with your brand?
Would you recommend others to hire us? If so, why?
👉 Read The Ultimate Guide On Video Marketing
💡 2. Do This One Thing To Improve Your Website Performance
If you have 5 min to improve your website, DO THIS Today.
Track the performance of the website navigation using GA.
Follow the path in Google Analytics:
Behavior > Site content > All pages > Select Home page > click on Navigation Summary.
Now you know which elements are getting clicked/ignored.
If you see any navigation elements that don't get many clicks, you can then try to:
Change the CTAs
Placement of the elements
Remove unnecessary/irrelevant links from the navigation menu
👉 From Content Marketing VIP
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🗓️ Free Resources & Upcoming Events
💡1. Website Health Check: Top Technical SEO Tips & Tools
Making your website visually beautiful isn’t enough.
The structure of the website, technical issues all matter when it comes to website health.
Not sure what is website health and how to audit the existing website?
Join this webinar & learn:
Impact of checking website health
Key elements for a good website health
How to optimize the important pages of your website
From: Search Engine Journal
Date of the webinar: October 20, 2021
💡 2. 30 Minutes on the Last 30 Days In Search & Content
Get updated with the latest algorithm update and changes to strengthen your SEO strategy.
Join this webinar and get the latest news and trend analysis about:
Technical SEO
Content marketing
Google updates
From: Conductor
Date of the webinar: October 21, 2021
💡 3. Complete Guide On Building Topic Clusters And Pillar Page [With Examples]
You're missing out a lot if you're not familiar with the 'topic clusters and pillar page' concept.
Samuel Schmitt shared the exact process to build topic clusters and pillar pages in the latest guide that helped him grow website traffic by 1000%.
You’ll learn:
What & Why of Pillar page
Keyword research for topic clusters
Creating & promoting the pages
Examples of pillar pages and a lot more
👉 Learn How To Create Pillar Page
🆕 What’s New
💡1. Check Out This Free Keyword/Topic Research Tool [Helpful For Content Marketers]
TopicMojo, a freemium keyword research tool, helps you find:
Daily trending topics
Questions across Google, Reddit, Quora
Relevant search queries around any topic with user intent
What did I like most about the tool?
The question finder is super cool as it gives you a list of questions from google search, Quora, & Reddit.
💡2. Continuous Scrolling Is Coming To Google Search On Mobile Devices
What does ‘continuous scrolling’ means:
“When you reach the bottom of a search results page on your phone, the next set of results will automatically load with relevant information.”
That means everyone is now on page 1.
Here are some of the changes we may expect from this feature:
Increase in CTR for pages ranking above 10th position.
New websites with high-quality content and less authority may get a chance to reach a larger audience.
👉 Read the official announcement from Google here
💡3. Google Is Testing With ‘Also Covered On This Page…’ [What We Can Learn From This]
Recently, Brodie Clark found snippet search results with the 'also covered on this page' section for some queries.
This is how it looks like:
When clicked, each of these sections is linked to the deeper content using scroll-to-text highlighting.
Chances are Google is still testing this feature. But as an SEO folk, you can now understand the importance of content structure.
Ensure that your webpage is:
Well-structured with H2 and H3 heading tags
Covering relevant questions and sub-topics (This may help in getting higher CTR)
💬 SEO & Content Marketing Wisdom
💡 1. Building A Content Strategy
“Here are 4 steps to build a content strategy for almost every industry.
A thread for content marketers.
1/ Audience Research
Demographic details are good.
But psychographic details will give insights into their online behavior.
Find pain points, often asked questions, complaints, search patterns, etc.
Even join communities and forums to see what your audience is worried about.
2/ Competitor Analysis
Find Top pages by traffic, links, share
See Traffic growth report
But, Don't limit yourself to SEO tools.
Visit websites, read articles, look for lead magnets, content structure, blog UX design, & all other things that can impact the user experience.
3/ Content Audit
Asides from creating the content & SEO strategy, look for quick wins.
Find pages ranking on the 2nd to 4th page.
Prioritize these pages by relevance, traffic potential, authority, etc.
Also, audit the existing content by buyer's journey & Find the gap.
4/ Setting Goals & KPIs
Every goal (SMART)/ KPIs should be aligned with the business goal.
Be as specific as possible when choosing the goal.
If traffic is the end goal & the website is new, then the specific goal for the next few months could be: Increasing topical authority."
- Sk Rafiqul Islam (Founder of Content Marketing VIP)
💡 2. Humanize Your Brand
"Replace your target buyer’s job title with ‘you’ in your copy more.
Makes the brand sound more human, and if your positioning/messaging is clear, there shouldn't be any doubt who you're speaking to.."
- Jason Bradwell (Founder of B2B Bite)
😄 Have Some Fun
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