Content Marketing
Formula
Viola Eva for Internet Marketing Gold

Viola Eva.
Passionate about data-driven SEO and
mindful digital entrepreneurship.
Flow SEO agency. Bespoke SEO
services for digital businesses.

3 LESSONS
1. Content marketing and content libraries
2. Content writing formula
3. Content upgrades and conversion

TODAY
● What is content marketing and why does it matter
● Why SEOs often fail at content marketing
● Examples of great content marketing and SEO symbiosis
● Build content libraries
● Kill the Wordpress blog archive by date

Content
Marketing
Content marketing is a strategic
marketing approach focused on
creating and distributing
valuable, relevant, and consistent
content to attract and retain a
clearly defined audience — and,
ultimately, to drive profitable
customer action.
(Content Marketing Institute)

Why is SEO the best foundation
for content marketing?
● Longform content (video, podcast, blog) is the foundation for social distribution
and newsletters.
● If SEO optimized, these pieces get traffic for free. Otherwise they just get the spike
of hope and are in danger of dropping.
● SEOs understand to analyse the market with keyword research.

Why SEOs often fail at content
marketing.
● Overfocus on keywords
● Walls of text
● Slaps content on the bottom of ecommerce categories
● No focus on design or customer journey
● Writes text for every query - even if text does not meet search intent

Why these
pages rank

Creating linkable assets.
(Brian Dean - WE ANALYZED 11.8 MILLION GOOGLE SEARCH RESULTS)

Less is more.

Less is more.

Work smart, not hard.
Ahrefs Screenshot. Idea from Rand Fishken.

Examples

SEO Classic

Lead Generation Considered

Meets Search Intent

Learning

Search intent.
WHY people search on Google.

Search query = keyword.
WHAT people type into
Google.

Page 1:
Most relevant content
for a specific topic.

In many ways, the things that the
Google algorithm favors are very
similar to what your target audience
loves.
They both want relevance, structure,
and authority:
The best answer to a search query.

Content
Libraries

Customer development 101
● Define customer avatar
○ Challenges: Away from
○ Vision: Develop towards
● Go beyond demographics, show interests (GA, FB)
● Go outside of keyword research tools. Where do these people go? Competitor
research across channels. Podcasts, social, Reddit, Quora, FB Groups, Slack,
communities like IMG.
● Survey your audience (social, email list)

Creating a website structure
through customer development
● Funnel stages are levels of awareness stages
● AARRR metrics for startups
○ Content marketing and SEO do not stop at A!
● Positioning (Course: Competitive Advantage For SEOs)

AARRR metrics for startups

Context and related topics
Complementary: Bread and butter.
In economics, a complementary good is a good whose appeal increases with the
popularity of its complement.
Substitute: Margarine and butter. Replace each other.
A website about kettlebells might also want to talk about stretching, active recovery,
nutrition or muscle building (complementary).
Maybe not about bodyweight training or pilates (substitute).

SEO silos make the perfect content libraries
if you get them right.
Kill the Wordpress blog archive by date!

Examples
https://backlinko.com/hub/youtube
https://www.whattoexpect.com/first-year/
https://hub.uberflip.com/demand-generation
https://www.kaercher.com/uk/home-garden/how-to-guides/pressure-washers.html
and https://www.kaercher.com/uk/home-garden/pressure-washers.html

Summary

Content
Marketing
Content marketing is a strategic
marketing approach focused on
creating and distributing
valuable, relevant, and consistent
content to attract and retain a
clearly defined audience — and,
ultimately, to drive profitable
customer action.
(Content Marketing Institute)

Next lesson:
Content
Writing
Formula

Add me on LinkedIn.
https://www.linkedin.com/in/viola-eva/