What is growth marketing?

This LinkedIn post sums it all up:

Difference between growth marketing and traditional marketing

While traditional marketing usually focuses on selling a certain product, or service using the same, but proven techniques for reaching customers, growth marketing is all about experimenting with marketing channels, messaging and techniques. And more than that — growth marketers are not only aimed at increasing sales metrics, but, as the name says, to find ways to grow the  business.

Here’s a typical example of traditional, digital marketing — Google Ads search campaign with the same 30 keywords that lead to the homepage. Okay, surely you’ll get some results, but if you’re not working on your strategy, the returns are likely to diminish over time. Or, Facebook ads with basic targeting and templated banners. 

On the other hand, growth marketing should be all about A/B testing (and optimizing, afterwards) to find untapped opportunities in the current, or new marketing channel.

So, for example, a growth marketer should create tailored landing pages for a specific keyword group and run some Google ads with a non-conventional messaging.

As for Facebook ads, good growth marketers would find some hidden interests (check this post: How to find Facebook hidden interests), experiment with ad copy and design. Or, even better — switch to Tik Tok ad campaigns.

…and what’s growth hacking then?

Growth hacking, a term that was super popular a few years ago, was coined by entrepreneur Sean Ellis back in 2010, when he tried to find a marketer that could grow his user base, as quickly as possible. The term was especially popular among SaaS marketers and entrepreneurs (because the industry is highly competitive).

There are five stages in the growth hacking funnel — acquisition , activation , retention , revenue , and referral (or the AARRR funnel).

Growth marketing has its foundation in growth hacking, but as marketing technology has advanced, so has the sophistication of the growth marketing itself. 

Core components of growth marketing 

Growth marketing focuses on customer relationship building and fostering loyalty; it’s a long-term strategy where authenticity and engagement creates advocacy and organically grows customer lifetime values. — explain at RockBoost.

There are no strict rules when it comes to growth marketing, as I’ve mentioned already that it relies on testing, experimenting, and trying to find unconventional hacks. However, there are some channels and tactics commonly used by growth marketers.

As for core components of growth marketing, here they are:

1. Cross-channel marketing

Channels that are usually used for this matter are email marketing, push notifications, in-app messages, social media, blog posts, SMS messaging, etc. The thing is to choose a combination of channels that is suitable for your users and their communication preferences. 

Yes, the goal is to create a holistic marketing strategy that integrates multiple channels, but to keep focus on the individual user and to understand their communication preferences. It is hard to engage with your audience on several platforms, but the key is to understand their past behavior across each one and build a campaign accordingly. 

What are the benefits of cross-channel marketing?

• More visibility since multiple channels gather a wider audience.
• Better personalization since your customers can choose how they will consume your content.
• Increased brand awareness as the audience is greater.
• Consistent, unified messages across all mediums can build a good relationship with customers.
• More statistics that will help you learn about your customers and how to interact with them.

How to implement cross-channel marketing?

• Define your customer persona, in detail.
• Analyze data you already have about your customers (for example, Instagram stats).
• Choose channels that are most likely to be relevant for your audience (it goes without saying that this means that you do some serious research).
• Define messages that you want to promote.
• Design the content for each channel (no need to design everything from scratch, just adjust the main message to each platform).
• (If you have them) integrate your customer data platform (CPD) with your content management system (CMS) to send personalized messages. 
• Analyze data again and use the content and strategy that gave the best results.

Example: Starbucks

Starbucks is one of my favorite brands when it comes to creative, yet professional marketing campaigns (…and I am a huge coffee-lover ).  A few years ago, the company launched a Frappuccino Happy Hour campaign, on multiple channels, that was very successful. 

Starbucks used a variety of different channels for this campaign: web, social media, TV, in-app messaging, etc. They were consistent with the message and imaginary they communicated, no matter the channel. Of course, the content was adjusted to the promotion channel, but all together, the whole campaign seemed well tied up. For example, Starbucks also created a different social media identity for Starbucks Frappuccino from its regular Starbucks social presence. 

“We’ve got this early spark with Unicorn out there that has really ignited, I think, interest in the product,” said Chief Executive Kevin Johnson.

Apart from having great visuals and promo messages, the company used a variety of cross-promotion tactics (for example, they sent an im-app message with the CTA text “WOOHOO” to  find out what’s new when it comes to other summer surprises). Besides, Starbucks promoted their referral and loyalty program, which increased the campaign awareness even more. 

The key take out from this example is that Starbucks created a campaign around something worth promoting, they added a scarcity moment (since it was a limited time offer), and was consistent with the messaging and visuals, although customized for each channel.

….oh, and there were some memes and fun social media moments during the campaign:

2. A/B testing

A/B testing, or to be precise —  multivariate testing, is one of the most common practices among growth marketers. To put it simply, it is a method of testing two variations of the same thing :). It can be used for email marketing, social media campaigns,  landing pages, PPC ads, etc. 

The idea is to see what works better for the particular audience, the variation “A”, or “B”. The idea is to see which  visuals, copy, design, and other features perform better, for each campaign, each audience. Then, you can optimize the campaigns according to the results. 

Well, even if you see that, for example, “A” is performing better than “B”, that doesn’t mean that “C” won’t do even better. Keep iterating to enhance performance with every test.

Let’s take Facebook ads as an example. The Meta Business Manager has an A/B testing feature that works really well (before this feature was live marketers used external tools, such as AdEspresso). Growth marketers usually create two ads that promote the same thing, aimed at the same audience, but the visuals are different, the ad copy. Oh, the  audience details should be A/B tested too. 

A growth marketer could then continue to optimize the ad delivery, monitor stats to figure out which audience segment performs better with the certain ad, and so on.

Useful to check out: There’s this great website to check out, GoodUI, that shares UI patterns and leaked A/B tests from big companies (such as Booking.com,  Amazon, Netflix, Airbnb, Etsy, Google,etc.).  

What are the benefits of A/B testing?

• Learn and show your brand’s marketing strengths
• Improve the conversion revenue
• Lower bounce rates
• Upgrade your customer experience
• Test new features, or feature tweaks
• Quick results
• Increased sales

How to implement A/B testing?

I bet you’re thinking how can you perform A/B testing on your own? Well, apart from the mentioned Meta Business Manager, there are other tools that have a built-in A/B testing feature, or are created especially for these matters. 

A/B Testing Tools to help you out: 

1. Optimizely
2. VWO
3. Convert Experiences
4. SiteSpect
5. Evolv
6. Google Optimize
7. Qubit
8. Adobe Targe

Find out more: Here’s a great article that covers a variety of info you need to know about A/B testing: How to Do A/B Testing: 15 Steps for the Perfect Split Test. Also, to stay up to date with the trends in web design – Best Website Design Trends.

Example: HelloFresh

HelloFresh, a meal kit subscription service managed to increase its revenue up to 7%, by implementing learnings they got by running A/B tests.

Since the user base grew, there were a lot more recipes to find on the platform…which made quite a mess when it came to easy navigation. As the company knew how important it is to have a seamless user experience, they’ve decided to test a new control menu. In addition, the new design put more emphasis on upsell opportunities.

Here’s how the control menu looked:

….and this is the variant (and later the final version) that generated the mentioned  7% increase in upselling revenue:

3. Customer lifecycle marketing

I’ve mentioned above that growth marketers have a very holistic approach to marketing, and that also means that they follow the customers through their entire lifecycle. 

To put it simply, customers need to be marketed on three stages: activation, nurture, and reactivation. Each stage deserves a specific strategy, channels, and messaging. 

Activation – the initial stage where growth marketers usually use onboarding and welcome campaigns, (free) trials, and similar tactics. All of these should be aimed at activating the consumer’s attention.

Nurturing – the stage where growth marketers nurture and try to engage the customers. This is the ideal stage for cross-channel marketing strategies. 

Reactivation – the stage where customers should be engaged (again) so they make some decisions. This is when growth marketers use loyalty programs, win backs, post-purchase campaigns, etc.

Each customer stage is equally important as customers naturally go through the lifecycle at their own pace. It is up to growth marketers to recognize the right campaigns for each lifecycle stage.

What are the benefits of customer lifecycle marketing?

• Achieve continued sales.
• It is cheaper to repeat business from existing customers, than to attract new ones.
• Increases customer lifetime value.
• Helps with building brand awareness.

How to implement customer lifecycle marketing?

Well, this is something that can’t be explained in a couple of sentences, so I recommend that you check out this two in-depth guides on customer lifecycle marketing:

• What is customer lifecycle marketing?
• The Complete Guide to Lifecycle Marketing

Example: Outside Magazine

Lifecycle email marketing is one of the most common tactics praised by growth marketers. Outside Magazine’s marketing team knows that sloppily sending emails just isn’t enough. They must come at the right moment, the message needs to be tailored to the lifecycle stage, and they must have a tempting subject line. 

Outside Magazine has a daily newsletter that has articles and gear promotions, but just through links. That way the message isn’t too long to read, and it is simple to click on their site and read the full piece, or check the item you are interested in.

Image source

What is a growth marketing channel?

Remember, growth is not a one way street — it is data driven, and needs to be optimized constantly (according to the data) to maximize the outcomes. 

There’s this LinkedIn post from one growth marketer I really like:

So, these are the most common growth marketing channels:

• Email marketing
• Search engine optimization (SEO)
• Search engine marketing (SEM)
• Content marketing
• Social media marketing (organic)
• Social media advertising
• Influencer marketing 
• Community building
• Affiliate marketing
• Referral programs
• Traditional and unconventional PR
• Sales

As mentioned, optimizing the initial growth strategy should lead my data. Of course, as every growth strategy is different, so are the metrics you should monitor. Here are some metrics you should track, in order to get the most out of the growth channel, and strategy.

• Website traffic (organic, direct, paid, referral, social) 
• SEO (keywords, search terms, organic traffic)
• Leads (marketing-qualified leads, sales-qualified leads)
• Email (open rate, reply rate, conversion rate)
• Customer retention (number of cross-sells, upsells, but also churns)
• Customer lifetime value – CLV (total expected revenue from a customer over a time period)
• Monthly recurring revenue – MRR (predictable revenue for each month)
• Average revenue per user – ARPU (the amount of money that is generated from each user)
• Churn rate (percentage of customers who canceled the subscription in a period of time)
• Paid advertising metrics (ROAS – return on ad spend, CAC – customer acquisition cost, ROI – return on investment)
• SEO metrics (keywords a website ranks for and changes in their ranks on search engines)

Examples of growth marketing strategies:

Useful content does the sales on his own

To attract new customers you need to be patient. Hard sales tactics will rarely do the trick. Instead, you want to create a long-term strategy that will first get your customers familiar with your brand and its benefits. That way, the next step, to make the purchase (….or any other action step) will be on their own terms.

Content marketing is great for this matter, since you choose what you want to put emphasis on regarding your business, what makes you different from competitors, etc. 

Before you get to content creation, you need to have your customer avatars in place. That way, you can tailor your content  to each one of them. The idea is to publish content that has a call-to action: a free offer, a coupon code, opt-in to your email newsletter, etc.

As for the channels where you’ll be publishing the content, they should also be adjusted to the users. For example, social media, paid advertising ads, blog posts, etc. This is a great opportunity to leverage A/B testing and optimize your ads, for example.

There are plenty of great examples, but let’s take a look at the DECKED campaign for camping gear.

The company created a blog post on the topic Gear guide to camping in the back of a truck.  They’ve covered all the benefits that this type of camping has to offer, but listed all the necessary gear and accessories needed to make the most out of the experience. My thoughts are that they wanted to attract someone who was researching how to camp in their truck, no matter if they’ve ever heard of the brand. 

After reading the article, the potential customers will realize all the benefits that this gear has to offer, and they are already on the website where they can buy everything.

A post like this is a great tactic to get leads into the sales funnel (first stage, top of the funnel, the Fast Lane), and to make the article easily shareable (check the links to social media included in the post).

Not sure how to create a good content strategy? Check out my other blog post: Content Strategy: What Is It & How to Create a Good One [2022].

Gift as a hook to attract leads

Back when I was working in a digital marketing agency, I tested a sales method that really brought me a lot of sales calls and inquiries.

Since I was a contributor at TheNextWeb, I published an article where I mentioned 10 tools based on AI that will change your freelancing career.

Disclaimer: The purpose of the article was to actually give readers some valuable info and tips on what tools are good. Yes — I’ve really tried the tools and did my research.

So, I’ve mentioned the tools, and let’s be honest — a link on TheNextWeb is really hard to get. I’ve reached out to the decision makers from each tool to let them know that I’ve featured them.

Just a simple mail, where I didn’t ask for anything in return:

….and I got a reply from almost everybody! Not only did they thank me, but most of the tools shared the article on their social media (which gave me a lot of exposure), and I’ve scheduled a sales call with more than a half of them.

Okay, so not everybody has the opportunity to feature their prospects in a popular online publication, but my point here is to try to give something for free before you reach out to your leads. You can always mention someone in your company blog, a social media post, newsletter, etc. 

Did I make (growth marketing) things more clear?

You see — growth marketing isn’t just another buzzword. In fact, with today’s tools and information, every marketer should be a growth marketer. The focus should be on continuous testing and optimizing the entire sales funnel. Marketing should be closely aligned with sales, so the outcome is — growth.

Growth marketing FAQ:

Is growth marketing relevant only for tech companies?

No, growth marketing is an approach that could help any business (services, digital products, physical products). The idea is to identify the best initiatives that will maximize the outcomes in the shortest period of time.

What should I look for in a growth marketing marketing agency/consultant?

If you are looking to hire a growth marketer, or an agency, I strongly suggest that you consider if they offer services based on what you are looking for (…and not just traditional marketing), if they have the needed experience, and most importantly — if you are a good fit.

When should I hire a growth marketing marketing agency/consultant?

Well, I suggest that first you have a product/service in place, that everything is well prepared for the market. Don’t expect to sell something that is not yet prepared to be sold :). As for the budget, well — yes, you’ll need to make an investment, but you don’t need to burn all of your budget immediately. Start small…but a good growth marketer will probably advise you so.

How can I be successful at growth marketing?

First things first — you need to be well informed, to have all the necessary data and tools so you can act accordingly. Luckily, today you have plenty of resources available regarding each growth marketing channel, templates, tools, etc. 

I will do my best to provide you with educational content and growth marketing learning materials.

Remember, growth marketing is a long-term strategy that can build customer lifetime values. Therefore you need to be persistent and patient. 

The post Growth marketing — what does it mean & how to do it [2023] appeared first on Ek pro.

A competitive analysis can help you to get valuable learnings and insights on your competitor’s efforts, to help you realize the dos and don’ts even before you start any of your growth efforts. 

And that doesn’t go just for marketing. A thorough competitive analysis can help you to understand if your product is on top of industry standards, if it satisfies your customers’ needs, etc.

Performing a competitive analysis will not only help you to keep pace with other industry players, but to help you find opportunities where you can out-perform them!

In this article, I’ll try to teach you how to conduct a useful competitive analysis that will help you to set all parts of your growth strategy. And I’ll share a bunch of examples and templates to help you out.

What is a competitive analysis?

Why should a competitor analysis be a crucial part of your growth strategy?

You can either do a general competitive analysis, on a high level, or focus on specific business aspects (for example sales or marketing micro channels, product features, design…). Whatever is your choice, spying on your competitors is certainly worth it. I mean, why go blind when you can:

• Get a better understanding of your market.
• Learn what are the industry trends.
• Set benchmarks to measure future growth.
• Identify your company’s value proposition and USPs (unique selling point).
• Find out what your competitors are doing right, but are they missing any opportunities.
• Come up with growth ideas!

Now, let’s jump to the actionable steps you can take to conduct a comprehensive competitive analysis.

Disclaimer: I will recommend some sources to check out and tools to try, but they are not sponsored, or affiliate links. 

The TL; DR

(Key points)

How to do a competitive analysis?

1. Identify your competitors

2. Research your competitors 4 P’s

3. Create your competition’s target customer 

4. Research your competitors marketing channels 

5. Research your competitors sales channels 

6. Analyze yours and your competitors’ strengths and weaknesses (SWOT analysis)

Depending on your business and goals, you can further expand your analysis, but these steps are good for starters.

1. How to Identify your competitors?

Okay, so first, you need to figure out who you are competing with. You probably already have some competitors in mind, but here’s how to identify more:

• Search your service/product category on Google (and other search engines)
• Run a survey among your existing customers to ask what alternatives to your business would they consider
• Find directories that list businesses similar to yours 

Pro tip: Once you identify a couple of your biggest competitors, run a basic keyword research to understand which ones they are ranking for. Then you can google those keywords and find more businesses that rank for them. 

Tool to help you out: There are a bunch of keyword research tools to choose from, free and paid. In Ahrefs, for example, the process is simple:

Type the website URL you want to inspect and go to the Organic keywords section:

Pro tip: Don’t compile a too long list — it is better to keep it short and focus on researching each of them. 

When you finalize your list, you can organize the competitors into:

•  direct competitors — they offer a similar product/service to a similar target audience.
•  indirect competitors — they offer different products/ services, but in the same category and target an audience similar to yours. 
• replacement competitors — they exist outside your product category, but can satisfy a similar customer need.

…so you get an accurate assessment of your market.

Example:

Let’s say you are selling Montessori toys online. The first thing you should do is to check which websites are ranking well on Google for the “montessori toys”, “montessori toys online”…keywords. Disregard the ads at this point.

Now, let’s check the keywords that, for example, kidly.co.uk is ranking for:

I’ve marked the keywords that have a big search volume, and (in Ahrefs) just by clicking on them you can find websites that are ranking for them (…and voilà, there are more competitors!):

I am sure that in this list there would be relevant websites that are selling Montessori toys (direct competitors), but also ones that are selling similar (wooden toys), or complementary toys (educational books). And that would be some indirect and replacement competitors. 

2. Research your competitors 4 P’s

At one point you should do an in depth analysis of your competitor’s product/services (…and this is something you should stay up to date with), but here we’re talking about the cores. 

The 4 P’s, product, price, promotion, and place, are the basis you should analyze, for each competitor you’ve listed.

1. Product/Service:

• What is the competitor selling?
• What are the basic features that the product/service offers?
• What do the customers like the most about the product/service?
• What are some weak points of the product/service?

Pro tip: Don’t skip the customer reviews.

Here’s another useful tip regarding customer reviews:

2. Price:

• What’s the price range of the competitor’s product/service?
• What is the price model (one-time purchase or a subscription)?
• Are there any pricing packages? Are they associated with the product/service quality, or the quantity?

Pro tip: If the prices aren’t stated clearly, schedule a call with your competitor’s sales team, or send an email to get a proper quote. It is a bit of a hassle, but you’ll get more insider info on their sales process, which is always valuable.

3. Promotion:

• What advertising channels are your competitors using?
• What is the unique selling proposition?
• What is the branding like?

Pro tip: Don’t forget to sign up for the competition newsletters, and join their private communities!

4. Place:

• Where do the competitors sell their product/service?
• Are there any reseller, or affiliate programs they use?

Pro tip: You’ll stumble upon a lot of information, so try to keep everything concise — stick to the most important info, and you’ll expand the research later on. 

3.Create your competition’s target customer

Getting an idea of who your competitors sell will help you to define more details about your customers. Here’s how to profile your competitor’s target:

• Read all documentation you can find about their mission and use cases.
• (Again) check the reviews, especially if they featured any in particular.
• If they collaborate with influencers, check what type of audience they gather.

Example: Usually, you’re going to find all needed info at the bottom section of the competitor’s website:

Pro tip: Keep an eye on your competitor’s ads (I’ll show you later how). Based on the creative formats and messaging, you can learn valuable info about the audience the ads tend to target.

4. Research your competitors marketing channel

Well, I’ll limit my tips to analyzing those competitors that have a website and tend to market it online. Mark down details about their:

• Messaging (focus especially on the homepage and product page, etc.)
• Blog (what type of content do they post, how often, what’s the word count, etc.))
• Lead magnets (ebooks, whitepapers, etc.)
• Content strategy (types of content, topics, length, tone etc.)
• PPC (Social media, Google, etc.)
• Influencer marketing (which influencers are promoting them)
• SEO (keywords, backlinks, etc.)
• Social media (posting, visual appearance, etc.)

Once again, don’t go too much into details — the idea is to get just an overview and some ideas from where to start.

Tools to help you out: If you’ve been reading my other posts, you can already guess that I’ll use Ahrefs and SEMRush, but this is just because they really provide accurate, valuable, comprehensive data.

Just type a competitor’s URL and you’ll get useful info about your competitor’s backlinks, organic and paid keywords, most popular pages (organic and paid), ad copy, traffic details, domain overview…and much more. I’ve listed just some common stuff I usually start from.

Find out more: How to Do a Competitor Analysis with SEMRush, How to Conduct a Competitive Analysis with Ahrefs.

5. Research your competitors sales channels 

It can be hard to understand your competitors’ sales process and channels they use, but there are some things you can find out. 

Here’re some questions you should try to answer:

• What does the sales process look like?
• What sales channels is your competitor using?
• Are there any reseller/affiliate programs?
• Are there regular discounts?
• How involved is a salesperson in the process?
• How do they manage shipping and the shipment costs?

These insights will give you a heads up on how you should organize your sales process.

However, the main issue with this type of research is to find accurate info. Usually, the best way is to act as a client and to go through the competitor’s sales process (…if this is in line with your ethical standards).

6. Analyze yours and your competitors’ strengths and weaknesses ( SWOT analysis)

The info you gathered is valuable to evaluate the strengths and weaknesses of your competition, but your business as well. You’ll see, as you analyze each component in your competitor analysis (business, sales, and marketing), you’ll start to seek for more data that will add value to your SWOT analysis. 

After you compare your competitors’ strengths and weaknesses, you can better position your company, and start to uncover areas for improvement!

Again, here are some questions you should start from:

• What is the competitor doing well (in each micro segment of the research)?
• What could they do better with?
• What’s the biggest strength of your competitor?
• Is there anything where you have a competitive advantage?
• In what areas would you consider this competitor a threat?
• Are there any untapped opportunities for this competitor?

How to do competitive product research? 

When you have a product to offer, there are several more things you should analyze. Basically, a product comparison drills down to locate the key differences of the products competing in the same market. 

Here’s how I would perform the product competition analysis:

1. Compare product features

List the key features of both your and your competitor’s products and make an in depth comparison. 

• What are the main features your product has to offer?
• What are the main features that your competitors offer? 
• Does your product have any (dis)advantage when it comes to features?
• What features do complementary products have to offer?

2. Compare product pricing models

Depending on the product you are selling, you can (and it is recommended) offer several pricing packages. 

If you have a SaaS you can divide the package according to the features they include. If you have an ecommerce business you can offer bundles, different shipping options,etc. If you have a physical product, perhaps you can adjust the packages to the models.

My point here is to see how your competitors organize the features/bundles/models into different pricing packages and try to figure out the best ones for your business model.

3. Discover differentiators

Now it is time to dive deeper with product differentiators, to find what’s the biggest selling point of your competitor’s products.

• What is the main thing your competitors’ products have that is better than yours?
• What is your product’s USP (unique selling point)?
• How likely is it to add your competitors’ offer to yours? How much would this potentially cost?

 4. Find market gaps

The final step in your competitive product research should be to find some untapped market opportunities, market gaps. 

If you did the previous steps thoroughly, you should already be able to get some ideas. 

Pro tip: Try to focus on details and smaller opportunities first.

Takeaways and templates

Doing a competitive analysis is complex, especially when you’re analyzing many competitors. And yes, it can seem daunting at first, but keep in mind that this step is an essential part of creating a successful business.

You’ll see — after you incorporate the right tools into your research, it’s not that difficult!

To make the process easier for you, I wanted to share some FREE competitive analysis templates (coming soon!). You can find a bunch of different templates online, but I wanted to show you my process, the metrics I compare, and how I document everything (it’s pretty easy, you’ll see). 

Of course, you should customize everything according to your business and your competitors, but the goal of this article, and my templates is to make the start easier for you :). 

Important:  Stay objective when it comes to your business. Analyze all info about your sales and marketing as you would evaluate your competition.

Doing a competitive analysis is just the beginning of your strategic business planning. Yes — it is time consuming, but it will set you up for success!

The post What is competition research & steps to conduct a competitive analysis appeared first on Ek pro.

Here is a phase you’ve probably read a zillion times: Content is king. However, it is not a cliché that, if executed well, content strategy is a crucial component of any marketing strategy.

Oh, but it does take a lot of effort to create content that you will benefit from. 

Stats: 60% of the most successful B2B content marketers have a content strategy, as stated in the Content Marketing Institute’s annual report. 

Let’s start from the basics, and we’ll dig deeper later on. 

I’ll try to explain why your business needs a content strategy, and what are the steps to take to create one.

Disclaimer: I will recommend more sources and some tools, but they are not sponsored, or affiliated. 

The TL; DR

(Key points)

First things first.

What is a content strategy?

A content strategy is a plan where you use content to reach your business goals. The idea is to drive traffic, attract and engage leads, increase sales and other great business outcomes, through (all sorts of)  content.

Now, you might be thinking Does my business need a content strategy? — Well, the benefits of having a content strategy are numerous. It isn’t just something that is nice to have, content is actually something that can help you to build trust among your audience, and help you to achieve all the perks that coke consequently.

What are the types of content?

Here are the 10 main, and most commonly used types of content:

1. Blog posts and articles

2. Social media posts

3. Videos

4. Podcasts

5. Ebooks, White papers, reports

6. Email newsletters

7. Cheat sheets, how-to guides

8. Case studies

9. Infographics

 

1. Blog posts

What & why: Blog posts can be published on any website, on the blog section, no matter what it’s called. Same goes for articles. One thing they have in common is that they should be published on a regular basis and provide (real) value, in order to attract new blog/website visitors.

Ideally, this content should be unique, informative, so the readers want to share it, save it, or quote it. 

There are plenty of reasons why you should run a blog, here’re the main ones:

• It can help you to get website traffic
• It is a crucial part of SEO
• It can help you gain backlinks 
• It can help you to convert visitors into leads
• It is a place to share company news
• It is a place where you can share your passion, and knowledge
• It can help you to gain exposure, awareness, authority

All in all, this type of content is great for covering almost any topic, and the benefits are numeros.

Content length: When it comes to the blog post length, there are several studies, yet I can agree with the saying that the best blog length for SEO in 2022 is 1,760-2,400 words, as stated in Hook Agency’s post. 

A good example: This right here, what you are reading, is a blog post (…just in case you are a complete newbie in the digital marketing world). 

2. Social media posts

What & why: No matter if you are a social media fan or not, one thing is certain — posting on social media can help you to reach potential customers/users where you know they spend their time. 

You don’t always need to create new types of content for this matter, you can also repurpose blog posts.

Once you’ve been regularly publishing content on your site, start thinking about a social media strategy to distribute your content to a broader audience.

The key to having a successful social media strategy is to adjust your content to the platform’s audience and format trends. For example, if you want to be on Tik Tok, you should find ways to create engaging, creative, short-form videos that would appeal to a younger audience. LinkedIn, on the other hand, is good for corporate-related content that can get a good reach even without any visuals.

A thorough market research is a starting point when choosing, creating, or adjusting content for social media. Once you recognize which platforms your customers are active on, shape the content to their preferences…and post regularly.

Content length: it depends on the platform and type of content (written or video), but you should certainly focus on short-form content.

A good example: Check out these 52 Effective Social Media Post Ideas.

3. Videos

Stats: It’s estimated that in 2022, 82% of the entire internet traffic will come from videos (Cisco, 2019). 

What & why: Even if the estimations are not that accurate, it is certain that the demand for videos is very high.

Videos are a very catchy content form, easy to share and popular across social media platforms.

Oh, but, yes — they require more effort than other types of content, that’s for sure. However, I assure you that the ROI can be great!

Content length: It is recommended that marketing videos should be two minutes or less. 

A good example: Check out these examples of viral videos to get inspired.

4. Podcasts

Stats: By the end of 2025, there will be over 144 million monthly podcast listeners in the US., according to Insider Intelligence. 

What & why: Starting a podcast can turn out to be a very profitable move. It is a great way to reach new audiences….especially ones that don’t have the time to read content every day.

Besides, if you have interesting people that you could invite as your guests — your opportunities are great, don’t miss them!

Content length: The ideal podcast episode length is determined by content, but I recommend you to produce at least 20 minutes of content. You can find more in-depth info here.

A good example: If you ask me, I’ll say TED talks, but these may not count as typical podcasts, right? I am sure that you’ll find more great examples here.

5. Ebooks, white papers,reports

What & why: Ask a marketer what is a lead magnet, and the odds are that the short answer would be — an ebook. Ebooks, white papers, reports…are all great hooks that website visitors can Tips & tools after leaving their contact information (…that can afterward be used for marketing/sales campaigns). 

Besides, all of the above mentioned can be the next step in the inbound marketing process — after reading an article, or a blog post, a visitor can get additional info.

Content length:

Ebooks are usually longer than blog posts, providing readers with more valuable, action based information. Basically, they offer something worth leaving your contact information to strangers. That being said, it is not expected that you publish an ebook per week .Rather, keep your focus on gathering useful content that you’ll wrap in an ebook afterward.

Same goes for white papers. The term whitepaper/ white paper is associated with many industries, which can be pretty confusing. For marketing purposes, you can look at whitepapers as an advanced, problem-solving guide, as explained at Hubspot. 

Similar to ebooks, whitepapers are a great way to educate your audience about a specific topic (…and therefore promote your solution). 

When it comes to the whitepaper content length, it varies on the topic, but they should be longer than blog posts, well-structured, and to seem very professional.

Reports  can be not only a great lead magnet, but a great way to get many backlinks, quotations, mentions. Of course, this all goes if you provide your readers with some interesting stats, some valuable information that they can’t (or need to struggle) to find elsewhere.

Reports don’t necessarily need to be that long, as long as they are accurate and useful. 

A good example: 75 Eye-Catching Ebook Examples to Inspire Your Creativity, The Best white paper examples for B2B marketers, and Hubspot’s reports. 

6. Email newsletters

What & why: An email newsletter, as the name says, should be a piece of content, delivered via email, where you’ll wrap up some news, some relevant and valuable info about your company, industry, or anything that can be relatable. Promotions, coupons, gifts, affiliate programs, case studies, blog posts promotions…all of these are suitable to write about in a company newsletter.

Content length: The length of a newsletter should be email-friendly, you should aim for 200 words. As for visual content, yes, you can add some, but it isn’t necessary. 

A good example: Check out these 15 Brilliant Newsletter Examples.

7. Cheat sheets, how-to guides

What & why: I bet you can remember a cheat sheet you used for your high school exam(s)?  

Well, cheat sheets in marketing have the same purpose as that one — they’re designed to make smaller, tactical aspects of your overall strategy easier, as Uplandsoftware explained.

Content length: It is not about the form or length, but the value they offer (…as said many times before). They come in many forms: checklists, templates, worksheets, etc.

A good example: Hopefully, you’ll find my cheat sheets useful :). 

8. Case studies

What & why: Writing about your success allows you to build credibility, but sharing someone else’s success story can also be beneficial. The goal is to demonstrate how your/someone else’s product or business achieved a remarkable result, but written in a way that a reader can learn something from it.

Content length: The reader should be able to get ideas, recognize some actionable steps, or at least get motivated. The thing is that case studies can take the form of a blog post, ebook, podcast, etc. so the length varies depending on the content form you choose.  It’s up to your creativity!

A good example: The name of the article says it all: The 20 Best Case Study Examples That Boost Sales.

9. Infographics

What & why: Presenting data can be tricky. Infographics are a great way to organize data, to make it easy-to-understand. Besides, this content type can be re-shared easily across social media, blogs, etc. which means free links to boost your SEO rankings!

Content length: Usually, vertical Infographics are between 600-1100 pixels wide. As for the height, shorter infographics go about about 2000 pixels, and longer ones can up to 5000 pixels.

A good example: Ah, Pinterest is full of remarkable infographics. However, here’s an article that covers all the needed bases, and gives you great examples.

Questions to answer before you get started

To create any strategy you need to have a deep understanding of your business and its target audience. Same goes with compiling a content strategy. Here’s a list of questions you should answer in order to create an effective content strategy that will get you those desired results:

1. Who is your audience? 

2. What problem can you solve?

3. Why should readers choose you?

4. Where will you publish your content?

5. What content formats will you create?

6. What’s working for your competitors?

7. How will you manage the needed operational tasks?

1. Who is your audience? 

Well, if you have, or are starting a business, I assume that you already figured out your buyer/user persona(s). To create relevant content, you need to have a good understanding of what type of content would interest your user persona(s), what form of content would be the most relevant for them, on which channels should you distribute it?

For example, my user persona is a small (digital) business owner, who is most likely to consume content via email and instagram.

Here are some basic questions to start your brainstorm:

• What’s the average age and gender?
• What’s the education level and average income?
• Are there any typical hobbies or interests?
• Which forms of online content do they consume? Examples?
• What social networks are they active on?
• How do they research before making a purchase?

 

Tool to help you out: Hubspot’s Buyer Persona Generator 

2. What problem can you solve?

No matter if you promote a product or a service, your content should reflect on a certain problem and to offer a solution.

For example, I want to provide you with content that will teach you how to Download and install It doesn’t necessarily mean that you don’t have a clue how to do it, perhaps you just want to deepen your knowledge (that is also a problem). 

A good content strategy consists of content that will help readers to figure out new challenges. However, it also promotes educational content that will help them to find the solution themselves. 

To give an example — perhaps you didn’t know that SEO and content are strongly correlated, but after you read some of my SEO-related content you realized that you should create a content strategy. And now you are reading another content that teaches you how to do it.

3.  Why should readers choose you? 

No matter what product/service you are offering, the odds are that there are a bunch of similar competitors out there. That’s why it is very hard to think of something that unique, but…think twice :). There is certainly something that you can point out: is it your experience, your clients, the technology your product is made on, creative design….etc.?

I aim to provide my audience with solutions backed by my experience that combine sales and online marketing. And that’s something I tend to highlight when I promote my work.

4. Where will you publish your content?

Now that you’ve figured out who you are writing for, you should be able to know where you will be posting. You should conduct a thorough research and define a couple of main channels, depending on your audience’s location, age, gender, and most of all – interests. 

It is always a good starting point to check on which platform(s) are your competitors most active on, where can you find potential influencers, etc. 

Of course, creating a social media strategy is a different topic, but defining the main channels where you’ll be active is certainly a starting point.

5. What content formats will you create?

Once you’ve narrowed down the list of channels you’ll be active on, it is time to do another research :). You need to learn which formats are the most popular on which platform.

For example, reels are becoming very popular on Instagram, but classic posts are still doing the trick. On the other hand, on Tik Tik, you can only create videos, so you can’t repurpose stuff you created for Instagram. 

Next, if you opt for Youtube, apart from creating long form videos, you should have shorter versions for YouTube shorts, which are becoming more and more popular. 

And so on.

Once you identify the best formats, start creating a budget to assess what resources you can allocate to execute this strategy.

6. What’s working for your competitors?

Checking out what your competition is doing is always a good idea. I mean, why to go blind when you can immediately filter out what your competitors have done successfully, and what can you do better.

Here are some questions you’ll want to keep in mind:

• How much traffic are they getting?
• What sources provide the most traffic?
• What keywords are they ranking for?
• What websites are linking to them?
• How well is their content performing?
• Are there any gaps in their content strategy?

 

The best tool for this is SEMRush. With SEMRush all you have to do is input your competitor’s URL and you’ll get information like:

• The organic keywords that send the most traffic
• The total number of keywords they rank for
• The pages that send the most traffic
• The top organic search competitors

7. How will you manage the needed operational tasks?

Having a plan is one thing, but executing it is where you can get stuck. It all depends on how many resources you have (time, manpower, budget). 

You’ll need to figure out:

• Who will create the content (text and visuals)?
• Who will publish it and when?
• What’s the budget you have available for additional tools, or outsourced tasks?

The answers to the questions above may impact the content strategy you set up previously, but you should adjust it according to your possibilities.  

Okay, finally — it is time to take actionable  steps towards creating your content strategy.

Content strategy framework

1. Set a goal

2. Define your (content’s) target audience 

3. Choose which content type(s) you will focus on

4. Create a pool of ideas

5. Create and manage your content

1.  Set a goal

There’s a lot you can get out of a good content strategy. From brand awareness and SEO rankings, to new partners, customers…opportunities. But, you need to have a starting point. 

Think about what you want to achieve with the content you are going to produce – short term and long term, and it will be much easier to define the next (actionable) steps.

2. Define your (content’s) target audience

Now it is time to clearly define the persona(s) you are going to target with your content. If you did a brainstorm (…as described a bit above) now you should be able to have a good understanding to whom you are addressing your content. 

3. Choose which content type(s) you will focus on

Again, this is something you should have thought of previously, depending on the channels you’ll be publishing. Now it is time to determine which type of content you should, you can, and you want to create.

4. Create a pool of ideas

This is when things start to get serious! Think of content ideas, create a backlog and organize topics for each channel.

Here are some useful content idea generator tools to help you out:

• Impact’s Blog Title Generator
• Answer the Public
• HubSpot’s Blog Topic Generator
• BuzzSumo’s Question Analyzer
• Feedly
• SEOPressor’s Blog Title Generator

5. Create and manage your content

I assume that you’ve already figured out how you will create your content: will you be the one writing it, you’ll hire someone, you’ll create it but someone will proofread it afterwards…

However, once you have the content ready, you’ll need to organize it well. Create an editorial and social media calendar to keep track of your content creation, posting and promotion. 

Pro tip: Talk to your audience in their language, not yours. Keep this in mind when  creating content, no matter which form, or channel.

Here’s a quick reminder of the mentioned steps:

Measure the outcomes…and act accordingly

Measuring the results of your content marketing efforts is crucial for defining the next steps og your content strategy. I mean, you need to figure out if you are on the right track, does your audience like what they are seeing (…and reading), or you need to re-define the whole strategy. 

Depending on the niche you are doing business in, you will focus on different metrics, but here are some basics to start from.

Tools to help you out: For this matter, I usually combine Google Analytics, Google Search Console, Ahrefs, and SEM Rush.

1. Google Analytics

How to get started: Learn how to set up everything in Google Analytic and understand the basic metrics here.

To see which one of your website’s pages had the most views, what’s the average time a user spends on a page, what’s the bounce rate, and the page’s value (if you have a transaction revenue on it) follow these steps:

2. Google Search Console

How to get started: Learn how to use Google Search Console here.

Similar to Google Analytics, in Google Search Console you can monitor which pages on your website have the most traffic, but also what keyword(s) brought them that traffic. Besides, you can find useful geolocation information, and other details. 

You can also see these info directly through Google Analytics, here:

3. Ahrefs

How to get started: How to use Ahrefs for content & SEO, here.

Ahfers is a powerful tool that you can use to find a lot of data useful for your content strategy.l As soon as you start exploring it, you’ll realize its potential, but here are some starting points:

• Check for which keywords your website is ranking organically, the rank of the keywords, what pages are bringing you the most (…and best) rankings:

 

• Find out how your pages are performing organically. An estimation of the monthly organic search traffic that a page can get from the keywords that it ranks for, the percentage share of traffic as compared to the website’s total organic traffic, the estimated value of a page’s monthly organic search traffic, etc.

• Discover how your content performs in terms of social sharing.

…and much more!

4. SEM Rush

How to get started: How to get started with SEM Rush, read here.

Another great tool that can be used for many purposes. Here’s an in depth explanation of how to leverage the tool to create optimized content.

You can:

• Analyze your existing content

• Find SEO recommendations to outrank your competitors

• Get ideas for your next articles

• Optimize your content

To wrap up: How to create a (better) content strategy

Creating a content strategy that will bring you results isn’t rocket science, but it certainly requires a lot of trial and error, planning, and brainstorming. 

Of course, not every article you write, or a post you publish will be praised by a wide audience. Hey, but that doesn’t mean that you won’t figure it out eventually! Learn, plan, write, analyze. And then do it again, and again.

Content strategy FAQ:

Content strategy vs. content marketing strategy?

Content marketing is a part of the overall marketing strategy, aimed to attract, engage, and retain relevant audiences with content.  Content marketing is the campaign itself, that comes after the strategy is put in place. 

Is content strategy really important?

Yes. For many reasons.

• Content strategy can help you with retaining your audience.
• Content strategy can get you better traction.
• Content strategy can help you to build a relationship with your audience. 
• Content strategy can position you, or your business as an authority in your industry.
• Content strategy can generate (quality) leads.
• Content strategy can help you rank on Google.
• Content strategy can improve your conversions.
• Content strategy can increase your brand awareness.

…and it can save money on your marketing strategy.

How often should I post?

It depends on which channel. 

When it comes to social media, the algorithms are constantly evolving, but here are some recommendations for 2022:

Instagram:  3-7 times per week

Facebook: 1-2 times a day

LinkedIn: 1- 5 times a day

Tik Tok:  1-5 times a day

Twitter: 1- 5 times a day

As for website content, especially blog posts, as mentioned many times above in the article, the focus should be on the quality of the content you publish, not the frequency (same goes for social media!). 

You can divide your content for one aimed at improving brand awareness (shorter blog posts) that you’ll publish 1-2 times per week, and longer ones ( for other purposes like SEO, education…) that you’ll publish 2-4 times per month.

 

 

The post Content strategy: what is it & how to create a good one [2022] appeared first on Ek pro.

Let me tell you something, I had the best results from my outreach campaigns when I didn’t have a clue what I was doing. Honestly.

Okay, I need to elaborate on this a bit more. 

Warning: The intro part is quite long, but if you get my point here, you won’t need to read the whole article. 

When I first started my career in marketing, I was involved in selling advertising space in one (paper) magazine. When a digital agency decided to give me a chance to join their SEO/outreach team I was quite surprised. They’ve explained that it was due to my previous experience?? I had no idea what SEO is, and link building to me sounded like a term in Mandarin. Again, I didn’t have the slightest idea why they chose me, nor how to do outreach. The target was to get four links in a month.

However, after the onboarding session I’ve figured out that I basically need to sell guest posts to websites (for a backlink).

And I did. However, I hit my target in three days! Yes, without any previous experience. And yes, I am not being modest here.

The TL; DR

(Key points)

Here’s what I did:

1. I searched for relevant opportunities. When I say relevant, I mean I’ve reached out to websites that really could benefit from what I was offering them. I’ve scanned every website manually and taught oh look, here’s an article that is a good addition to the one I have to offer, or okay, these guys have a nice website but they lack in content, etc.

2. I found personal emails (or social media profiles). Like I organized in-person meetings to offer the magazine’s advertising space, I figured out that I need to knock on the right (online) door. At that time I wasn’t familiar with email-finders so if I could’t find an appropriate email, I decided to take my chance by pitching on social media.

3. I didn’t use email templates. Just because I didn’t know they existed :). I had a couple of sentences that I’ve copy-pasted, but all in all, I’ve customized each message. By that, I mean that I’ve explained in detail what I considered being a benefit of accepting the post I am offering. I’ve also tried to use an appropriate tone, to add some personalization, etc. Just as I would talk to a person in a meeting.

4. I followed up with a good reason, but I didn’t spam. I haven’t just sent a typical just-checking-if-you-got my-email message, but sent a different post topic suggestion, some win-win suggestion (I’ll share your business from a 500k followers Twitter account), mentioned the sender on social media, or at least did the basic follow up, but with some eye-catching subject line. 

You see, basically, everything I did was just based on my previous sales experience…but most of all — based on common sense. 

Nobody wants spam. Nobody reads email templates. Nobody will give you a link without getting some value in return. 

Now that you made it till here, let me share some practical stuff that I’ve learned during the years.

(I promise, no more chit-chatty stuff!)

Disclaimer: I will recommend some tools and articles,  but none are sponsored, or affiliated. 

What does it mean to do outreach (in marketing)?

Outreach is a part of a marketing, or a sales strategy where you reach out to relevant people to pitch them your product, to ask for a backlink or a mention on social media to let them know that we published a new piece of content …or just to make a connection.

How to do a successful outreach?

1.Find relevant prospects

2.Divide your list into different groups

3.Find the right email address

4.Tailor the outreach message to each group

5.Follow up (…and again)

1.Find relevant prospects

Depending on what is the purpose of your outreach campaign you should figure out a relevant way to find your prospects. I’ll share some tips that you can adjust a bit for your outreach campaigns.

….if you need websites:

Let’s say you are doing link building for a B2B.

If you don’t already have, for example, a list of websites that accept guest posts, you can always start by asking Google. Just type something like business websites that accept guest posts, business website+submit post, business website+write for us, business website+submit article… 

You’ll also get a bunch of other suggestions to try out:

The next thing you can do is to check what backlinks your competitors have already gained and therefore get some ideas where to shoot. 

Tools to help you out: Tools I use to check competitor’s backlinks are Ahrefs’ Site Explorer ,SEMRush Backlinks Checker, and Moz’s Link Explorer.

Ahrefs should have the largest backlink index available (12 trillion links!!!) updated every 15 minutes, so I’ll use it as an example here. 

Just type the name of the website you want to check and head to the Backlinks section.

You’ll get an extensive list that you can filter and export.

I like the tool since it shows not only the URLs of competitor’s backlinks, but gives additional info: how strong is the domain (DR, UR), the linked domains, traffic, keywords…All of these info are pretty useful to narrow down your list. 

The guys from Ahrefs even provided you with a neat Google Sheet (don’t ask for access, just copy it) that you can use to analyze the backlinks. 

Find out more: Here’s a more in depth article on how to analyze your competitors’ backlinks with Ahrefs.

One other way to find relevant websites to outreach to is to use SimilarSites. SimilarSites is an extension that will provide you with a list of websites similar to the one you used as a benchmark.

I’ve used TechCrunch as an example, to show what info you can get with SimilarSites:

It is always a good idea to join relevant guest posting communities on Facebook, Slack, Discord…

After you get your first guest posts, you will probably get tons of emails with some paid guest posting opportunities. Honestly, the majority of the ones I get are either too expensive, or not relevant at all, but I try to reach out personally to the listed websites and ask for a win-win collab.

Important: Be careful with link building, Google’s algorithm is very smart and you can easily get penalized for any spammy link. Here’s an article that will guide you through the do’s and don’ts: Google Warning on Guest Posting For Links.

….if you need influencers:

FYI: Influencers are usually active on Instagram and TikTok, so my tips would be based on these two platforms.

The first thing you should explore to find influencers in your niche is to explore relevant hashtags. Influencers love them, and you’ll probably manage to find plenty of big sharks, but also micro influencers.

A Google search is always a good idea. However, you’ll want to add, for example, instagram.com to your search query:

You can also use search engines to find blogs and personal websites. Most of them will have social links in the header or footer, so you can find the profiles. Besides, I find it easier to reach out via email (that you can find on the website) rather than through social media platforms.

Spying on your competitors is also a great starting point. However, you’ll need to do it manually. 

On a competitor’s profile, check the photos that someone has tagged them in. Scan if there are any influencers among these posts. Also, make sure you follow your competitors so that the algorithm can recognize you as a target and surely it will serve you a bunch of relevant ads. Believe me.

Of course, there are also a bunch of tools to help you find influencers for your brand. I mean, just look at the results of a simple Google search:

The tools differ depending on the database they have. Same goes for the pricing. I suggest that you start by checking the free tools first.

Tools to help you out: Here’s an article with 21 FREE Influencer Marketing Tools to Find Influencers with a short explanation of what you can use each tool for.

One useful thing to do is to have brand ambassador guidelines on your website, in case an influencer stumbles upon your website (…through any of your marketing channels). That way, you’ll know that you are open to collaborations, what do you offer in exchange, etc. Here’s a great example.

Tools to help you out: Set alerts for your competitors’ mentions. That way you can get a bunch of ideas. Check out Mention, BrandMentions, Brand 24.

2. Divide your list into different groups

It’s just disrespectful to mass-email top people in your niche with some generic “outreach template.”, explained Tim Soulo from Ahrefs, and I totally agree with him. 

The chances that you’ll get an answer with mass-templates are really low. The chance that somebody will report your email as spam is huge.

These are just some of the reasons why you should divide your list of prospects into several groups and tailor the way you’ll reach out. 

Think of them as:

1. VIPs
2. Big players
3. Rising stars
4. Newcomers

Here’re some suggestions on how to approach each one of them. 

1. VIPs

Depending on the industry, the VIPs are different. However, you can always consider them as ones that have a great  audience and/or community. They probably had some great achievements, or they’re simply famous. Anyhow, it is pretty hard to get them to open your email/message…and the odds are that someone else is doing it for them. 

Some examples of VIPs can be: Garry Vainerchuk, Kylie Jenner, Simon Sinek…,or websites like Forbes, Entrepreneur,…influencers like Chiara Ferragni, etc.  

However, if you somehow manage to get their attention, the perks are numerous, so give it a try!

Don’t just send an email. Try to comment on their posts/pics on social media for a while, just to get their attention. Ideally would be to get connected through a friend of a friend, or on some event. 

Don’t get discouraged if you don’t get any replies even after all of your efforts. Shift your focus to other groups, and get back to VIPs from time to time.

2. Big players

Big players are not that famous as VIPs, but not that unreachable, as well. They may not have millions of followers, but their audience is still huge enough to get you numerous exposure. 

They are usually influencers with 100+ thousand followers, websites that have 100+ thousand monthly visits, etc. Some examples would be Nathan Berry, Tamara Kalinic, TheNextWeb, etc.

It goes without saying that these guys won’t reply to an obvious template. However, if you send a nice, customized message via the channel they are most active on, there’s a good chance that they will reply. 

If they do, they are probably interested so you might get what you’ve asked for, but even if you don’t make sure you still stay in touch until the next opportunity.

3. Rising stars

Now, this group is a perfect target audience. You have nice chances not only to get a reply, but to establish a collaboration. 

Since they still don’t have a big audience, they would most likely join forces to attract new audiences. That’s why you can be creative when suggesting collaborations: guest posting, giveaways, cross promotions, events, etc. 

Still, you don’t want to reach out with templates, especially because you should have customized ideas. Or, divide this group into several smaller ones (one for guest posting, one for organizing a giveaway, one for a cross-promotion on social media…), and then it is fine to send a template to each one of them. 

4. Newcomers

This group is not your ideal audience since they probably don’t have that much followers/website visits. However, why don’t give it a try and perhaps you can get some traction. I rarely advise to skip any opportunities, but I often advise to work smart. 

That’s why it is completely legit to send a template to this group. 

Ok, let’s get to the part where you’ll get this kind of reply :

3.Find the right email address

Reaching out via email is a no brainer. And it is completely fine, as long as you reach out to the right person, and find the right email address. 

However, sometimes social media can be a better option. It all depends on the preferences of the person you are trying to reach. For example, I often see that Instagram influencers put their email address in the bio section. I suppose that they’ll ignore DMs…I mean, there’s a reason why they’ve written their email, right?

The best thing to do (if appropriate) is to initiate the communication via social media comments, shares…just to grab the attention of the person, and to reach out later via email.

Okay, back to the email communication. After all, it is the most common way you’ll do outreach anyway.

As I mentioned, first things first — make sure you are talking to the right person. For example, if you are seeking for a guest post opportunity you’ll want to find the editor’s contact. Or, if you are doing cold sales outreach, shoot at somebody from the top management. If you want a story coverage, don’t just pitch to the info@domain.com, yet try to find the journalist that covered similar stories to yours. 

I am sure you got my point here.

Okay, so — how to find relevant email addresses? 

It might seem like a no-brainer, but people often overlook checking if a person’s email is publicly available on the website. You won’t believe how many times a certain tool just can’t scrape info that you can find on a Contact page, a Facebook profile, etc. It is because sometimes the email is written for example, like : hello (at) anakaric (dot) com. 

If you can’t seem to find a person’s email that easy, then the next step is to try some email discovery tools. Most of them offer free trials, but if you are doing outreach on a regular basis, then investing in a subscription is a good idea.

Tools to help you out: I’ve listed below some email finders I can recommend. Please note that you can’t rely 100% on the info they provide you with. Some of them scrape info from websites, some of them from LinkedIn, so I suggest combining the results.

Email lookup tools:

1. Hunter
2. Snov.io
3. Find That Email
4. Name2Email (Chrome extension)
5. Reply.io’s Chrome extension (scrapes from LinkedIn)
6. FindThatLead
7. Name2Email
8. ZeroIn
9. Apollo (Chrome extension)
10. Voila Norbert

 

Believe it or not, but you can find plenty of relevant email addresses…simply by guessing them! If you know the first name, last name and the domain of the person you want to contact, you can try some of these email address formats:

First name@domain.com

First name + last name@domain.com

First name.last name@domain.com

First letter of the first name + last name@domain.com

First name + the first letter of the last name@domain.com

Initials@domain.com (this is rarely the case)

Tools to help you out: Email Permutator Tool, MailMeteor, Metricsparrow or the Email Permutator Google sheet will automatically generate a list of possible email addresses, so you can at least skip the manual guesswork. 

If none of these help, you can always send a nice email to a generic email address and ask to get connected with the person you want to reach (a simple email, with no additional explanation works like a charm!). Ah, yes — make sure you reach out from a business email address, and that you have a proper signature so you don’t seem like a spammer. 

Important: Before you start sending emails, I recommend not to skip the following steps. I know that they might seem as an unnecessary hassle, but if you get known as a spammer, you can say goodbye to your outreach campaigns. Besides, you can easily get your email and even the whole domain banned. 

4.Tailor the outreach message to each group

Before you start crafting any outreach message, think twice about what’s your offer. Is it really that valuable for your prospect?

If you want something from the person you are reaching out to, make sure that there’s something (really) valuable you offer in return.

As stated several times above, you need to have a customized approach. It all depends on what you are offering, to whom, and what do you want in return.

You may think that, for example, the article you wrote is really informative and outstanding…but double check if there’s anything similar already published. VIPs and Big players are especially hard to impress. 

Good to know: Statistics, research, round-ups, and reports are often a good hook for getting links and mentions.

Once you figure out what makes your offer unique, write down a message that will highlight the value you offer. For example, it’s a good idea to add a takeaway from your content. Just as a kind of a hint. 

Try not even to ask for anything in particular, but wait for the recipient to make a suggestion…it worked for me a couple of times! (see the example below).

Okay, my next tip/hack is something you need to put a bit more effort in, but it is really worth it.

Feature your prospect in an article, social media post…and just send them a polite email to let them know. But, that email actually means: Hey, I’ve mentioned you for free, now it’s your turn to do me a favor.

I’ve got a plenty of these:

You see, I haven’t asked for anything in particular, actually I’ve just made the initial contact and very often it ended up with very nice collabs. 

One other thing you should do is to show your prospects that you know them. Try to find out if your target has visited any conferences, places near you (…or a place you’ve also visited recently), or even restaurants and coffee shops. Or, perhaps you can see that your prospect is binging a new Netflix series. That’s perfect info to put in the subject line!

 Everybody will appreciate seeing that you put some effort before reaching out. Even the VIPs.

No matter who you reach out to (VIPs, Big players, Rising stars, or Newcomers), note this:

Show off just your best work, make it relevant to the recipient, ask for something that makes sense (or, don’t ask for anything at all), and add as much personalization as possible. 

And, AVOID OUTREACH TEMPLATES (that are obviously templates). 

Yes, you can craft several general templates for each group you reach out to, but customize them as much as you can.

I must share another great example the guys from Ahrefs wrote, it’s one of the outreach templates they are using. You see, it doesn’t seem generic at all.

Here’s another email I’ve got, simple and straight to the point. It doesn’t look like a template, but it can easily be one.

 

There are various tools built especially for the purpose of creating and sending personalized outreached campaigns.

Why use outreach tools?

• You can send mass emails without getting blocked
• A good tool will ensure that your email is sent to the Inbox folder (not Spam, Promotions, etc.)
• There are plenty of personalization options
• You can automate the campaigns (send follow ups just to people who didn’t respond)
• Some tools enable multichannel campaigns (email, SMS, WhatsApp, etc.

Tools to help you out: Reply.io is my favorite, but you can try Klenty, Woodpecker, , Buzzstream, Salesloft. 

5.Follow up (…and again)

People forget to respond to messages, or they overlook them for numerous reasons. And it is quite normal. That’s why a simple follow up can be very effective. As long as it is not spammy.

Something like this works for me:

You can make it even shorter.

Helpful: Here’re 9 follow up examples that guys from Lemlist crafted, worth checking out.

As for my advice on how many times to follow up, I personally suggest just twice. And that’s it. You’ll find in many sales related articles that they say follow up until you don’t get a reply, but I don’t like being a spammer. And honestly, I rarely got a positive reply after the second follow up.

Did you get my point?

Hope my advice here were useful to level up your outreach game

Remember, there’s a human on the other side of the screen, so make sure he gets the needed respect. Literally, it is just common sense, as I’ve mentioned at the beginning of the article. 

 

Revisit a section:

1.Find relevant prospects

2.Divide your list into different groups

3.Find the right email address

4.Tailor the outreach message to each group

5.Follow up (…and again)

The post How to do (effective) outreach — actionable experience-based tips appeared first on Ek pro.

SEO is a service I really hesitate to offer. Why? Because not everybody understands how unpredictable and volatile the industry is. 

The thing with the SEO trends is that they are mostly based on predictions and that even if you do everything by the books — there is absolutely no guarantee for any results.  

What an encouraging intro, ha?

But there’s a reason why I wrote this article in the first place. Despite all the challenges, SEO is a very powerful digital marketing channel. And I personally recommend taking the risk. 

Stats: There are around 3.5B searches on Google every day, but 75% of people never scroll past the first page. That means that only 0.78% of people click on second-page results. As for the PPC, well, 70-80% of people ignore paid search results, and click just on the organic ones.

That’s why I wanted to share SEO trends for 2022 and tips on how to improve your rankings next year.  And not just ordinary predictions, but ones backed with data.

I’ve divided the article into chapters so you can skip the trends you are not keen to explore. But let me tell you something — with that much happening around the world of SEO, you want to be on top of all of them. 

Disclaimer: I will mention some tools and resources in the article, but none are sponsored, or affiliated. They are tools I personally use or websites I consider as a relevant source and you are welcome to recommend any alternative suggestions. 

The TL; DR

(Key points)

 Your SEO strategy for 2021/2022 should be based on figuring out three important questions:

1. Do I provide enough value in my content?
2. Is my brand considered credible? 
3. Is my website easy to navigate (especially on mobile)? 

But there’s much more to it, trust me. Here are the top SEO trends you need to know in 2022.

Disclaimer: The trends are listed in no particular order.

SEO trends for 2022:

1. Core Web Vitals

2. Domain Authority Updates

3. Passage Ranking

4. Featured Snippets

5. Visual Search

A YouTube Featured Snippets (YouTube Suggested Clip)

7. Search Intent

Now, let’s get into more details about each one of these.

 

1. Core Web Vitals

What are core web vitals?

Core Web Vitals are a set of several factors that have an impact on how Google scores the page experience of a certain web page: loading, interactivity, visual stability.

Page Experience has been a ranking factor for a while, and Google wants to reward pages whose visitors don’t exit the page due to poor page experience. Factors considered as search signals were: mobile-friendliness, safe browsing, no intrusive interstitials, HTTPS. 

However, in May 2020, Google announced that there are three new ranking factors that will join the existing Page Experience:

1. Loading (Largest Contentful Paint) — does the page load fast enough
2. Interactivity (First Input Delay) — does the page get interactive soon enough
3. Visual Stability (Cumulative Layout Shift) — is the page stable enough while loading

In December same year, Google added that the impact of the new ranking factors will be limited to mobile search results only. With that being said, if this announcement sounds scary, there is no need to worry since you can still rank well on the web even with poor core web vitals scores.

But, as Page Experience is something that directly influences the UX, I strongly recommend putting effort to optimize it. It’s not just about SEO — better UX often leads to more conversions.

Find out more: If you are not sure how to measure the user experience of your site, here are two comprehensive guides, Make It Count – A Guide to Measuring the User Experience and 14 Ways to Measure, Quantify, and Optimize the User Experience.

How to improve core web vitals?

TIP #1

First things first — make sure that Google robots can access your site’s content from everywhere. 

TIP #2

Then, check if you already have AMP (Accelerated Mobile Pages, a ghost website designed for mobile devices). If you have already enabled AMP then you shouldn’t worry about Core Web Vitals compliance, since Google announced that AMP-enabled pages should fulfill the new requirements. There are pros and cons to this matter, so I advise you to study the matter before you make any decisions.

Find out more: Here’s a great source if you are having doubts about AMP: To AMP or Not to AMP: What Is Best for Your Website?

TIP #3

The next steps depend on the platform the website is built on (Shopify, BigCommerce

WordPress, etc.), but the process I will share below can be a good starting point to figure out the process.

In Google Search Console click on “Core Web Vitals” to see how the site pages stack up (take a look just at the mobile results).

Click on the Open report for more data. Here you want to make sure that you don’t have any poor URLs:

If there is not enough data to see this report, you can check the Page Speed Insights, again, the mobile report:

The goal is to improve this score, of course. You may have to ask your developer(s) for assistance since these overcoming low scores depends on the core web vital that your website is struggling with:

2. E-A-T (Domain Authority updates)

What is E-A-T?

E-A-T (Expertise, Authoritativeness, and Trustworthiness) is a factor that Google considers when evaluating the quality of a web page.

Domain Authority isn’t anything new in SEO. But, the way Google evaluates it is updated. Or, perhaps it is better to say that factors that have been around before are now more important. 

If you are even a bit into SEO, you already know that Domain Authority is pretty much about links. You might also know that E-A-T (Expertise, Authoritativeness, and Trustworthiness) have already been considered as ranking factors. But in 2021/2022 Google will evaluate them way more than before. 

Google wants to provide users with high-quality, informative content written by relevant authors, and that’s what E-A-T is all about. 

How to improve your website’s E-A-T?

TIP #1

SEO is all about content, but next year, you want to have your content written by authors that are experts in their field. Don’t have the same author cover topics that have nothing to do with each other, rather invest in several, niche experts. And this goes, especially for the health niche.  

For example, I aim to cover topics that I am not experienced in, but that will be useful for my readers, but those articles would be written by authors I consider relevant in their field.

Okay, but Google won’t go and check your or, your authors’ CVs, and LinkedIn profiles. That’s why make sure you have a proper About Us page where you’ll explain all details about the site’s content author(s), references and external links to sources, author bylines, etc. Basically, add anything that will signal to Google that he can trust the author.

TIP #2

Your website’s content as a whole needs to cover a specific, broader topic.

If I publish here an article about the best cars to buy for mountain travel, do you really think it would rank? No, I don’t think so either. 

TIP #3

A huge plus is having off-site mentions (from other authorities), cites…You can ask a friend to mention you on his site, or something like that, but the ultimate goal is to write great content that people will spread the word about organically. Start by participating in some expert roundups or answering relevant questions on Quora. Step-by-step, you’ll establish yourself as an expert and your website as a reliable source.

Tools to help you out: Tools I recommend for checking a site’s DA are Moz Domain Analysis, and Ahrefs (they calculate a site’s DR – Domain Rating).

3. Passage Ranking

What is Passage ranking?

Passage ranking is Google’s ability to rank parts of the content within a page, a passage, to deliver more specific answers to niche queries.

In October 2021 Google introduced passages, a new search technology that ranks specific page sections, passages. It is like an advanced version of Featured snippets.

Stats: Google Penguin impacted 3.1% of all queries, but passages will affect 7% of all searches (!!!)

This means that Google will evaluate content sections independently. Basically, a passage can show up in search results for relevant queries, even if the entire page isn’t ranking that well. 

Here’s an example with the needed explanation, shared in Google’s announcement:

With new passage understanding capabilities, Google can understand that the result on the right is a lot more relevant to a specific query than a broader page on that topic (L). In this case, our systems were able to highlight a featured snippet, but this improvement applies to how we rank web pages overall.

Google will still keep indexing pages and consider information about entire pages for ranking. Passages will just be one additional ranking factor. So, no — don’t neglect on-page SEO, backlinking, UX…just focus even more on providing your readers with great content. After all, now you have more chances to rank!

Let’s see how to optimize for this new Google ranking factor.

How to improve your content to have passages that rank?

Honestly, I still don’t have an example of a passage that ranks but considering all the guidelines, here’s what makes sense to me:

TIP #1

Divide content into sections, where each one covers a certain subtopic. You might have already been doing it. After all, it makes reading much easier even if you don’t get the rankings.

TIP #2

Make sure you have H2/H3 subheadings that summarize the section’s content. Again, nothing new, but I often tend to write catchy subheadings that won’t help Google understand what the content is all about (…and I haven’t noticed that those passages rank ).

TIP #3

Keep writing long content, but organize it accordingly. Before Google introduced passages, in many cases it would rank better an entire page dedicated to a certain topic, rather than just a paragraph. However, now, when it’s all about the info that content provided, you don’t have to worry about HOW MANY words you write, rather on WHAT you write. But, if you have one single piece of content composed of several shorter sections, you have even more chances to get cited, shared…ranked!

The whole idea is to help Google treat a single piece of content as a set of several mini web pages….and rank them accordingly.

I bet that MOZ’s Beginner Guide to SEO will have its chapters rank well as passages, look at this organization:

4. Featured Snippets

What are Featured snippets?

Featured snippets are pieces of content that appear in Google search results to give an answer to their search query without clicking on any of the shown results.

Featured snippets (known also as Position Zero) have been stealing clicks from the first search results for some years now. Users are liking this feature, so I advise you to embrace this SEO trend in 2020 as well. Just in case you are not familiar with what a featured snippet is, here’s a quick overview:

Featured snippets are special boxes where the format of a regular search result is reversed, showing the descriptive snippet first., as explained at Google.

The thing with optimizing your content for Featured Snippets is that you can’t manually choose which content will be shown in the Featured Snippet box — the Google algorithm does.

How to optimize for Featured Snippets?

Despite the fact that Featured Snippets have been present for several years, SEO experts didn’t find that special recipe that will guarantee rankings. But then again, when it comes to SEO, who said anything about guarantees?

Here’re tips that I personally implement any time it makes sense — since the whole point is to make your content informative, not optimized at all costs. 

Hmm, let me try doing it with this particular article, and I’ll update you about the results.

TIP #1

Do thorough keyword research, but for keywords that have a Featured Snippet combined with keywords, you already rank for. If your website doesn’t already rank well in search results you don’t have a chance of ranking in the Featured Snippet spot. Then, check which keywords already have a Featured Snippet.

Tool to help you out: Honestly, I can’t imagine doing any SEO without Ahrefs, and when it comes to Featured snippets rankings, it can be of great help.

Check for which keywords your site already ranks organically, but add a Featured snippets filter:

TIP #2

Add a block of content that would answer a How? What? When? question. 

For example, in the screenshot above you can see that the website I’ve analyzed ranks for the keyword “other search engines besides google”. So, I would try to write an answer for “What are other search engines besides Google?”.

According to SEMrush, most Featured Snippets are 40-60 words long, so try to keep your answer short and concise. 

TIP #3

Formatting your content for Featured Snippets can also help you to get rankings. There are several ways to do so:

• Add little boxes that look like Featured Snippets. Hubspot nailed this hack:

• Format your content for List Snippets by adding H2, H3, H4…for every item on your list. Or, for example, you can sum up tips that you’ve mentioned in your content as a list at the beginning/ end of the article. Like I’ve done in the OSM’s blog post (…and got plenty of rankings ):

• Format your content (if it makes sense) as Table Snippets, by creating a simple table that Google can recognize.  Like this:

…and here’s the result:

Of course, the way you write and format your content for Featured Snippets depends a lot on the topic you are covering — whatever you decide to do it must seem natural, easy to read.

5. Visual Search

What is visual search?

Visual search is a type of search, based on artificial intelligence, that enables users to search through real-world imagery and therefore get relevant results on search engines.

Visual search certainly isn’t going to replace regular search any time soon, but according to statistics, it’s getting very popular. 

Stats: Pinterest, for example, has 600 million visual searches on a monthly basis.

This type of search is used mostly for shopping, recipes, translations, getting directions, or identifying landmarks, however, it can be used in many other ways.

Source: Google Lens

Fun fact: 62% of gen Z and millennials claim that they are keen on having visual search, more than any other technology (source).

How to optimize for visual search?

Okay, to advise you on this matter, I’ve checked some high-authority websites, such as Backlinko and SEM rush, as I haven’t yet found a way to check rankings for visual search results (feel free to suggest a tool if you know one!). 

Here’re the tips on how to optimize for visual search:

TIP #1

Make sure that your website has a great responsive experience, more precisely — that it has a high score on Google’s mobile-friendly test. And it does make sense since you would rarely use a laptop/desktop computer to scan an object, right?

TIP #2

Optimize your images (add relevant filenames and alt tags) — a pretty old-school technique, but it works.

TIP #3

Keep your content long, Google tends to pull Google Lens image results from pages with over 1500 words.

TIP #4

Make sure you have an image sitemap to help Google find, crawl, index…and rank your images.

TIP #5

Your images should load fast, so it is crucial that their size is optimized. 

Tools to help you out: TinyPNG, Optimizilla, and Compressor, which I often use to optimize my images. They are online and work like a charm.

6. YouTube Featured Snippets (YouTube Suggested Clip)

What are YouTube Featured Snippets?

YouTube Featured Snippets (YouTube Suggested Clip) are videos from YouTube that appear as search results. There’s usually a timestamp aiming at an answer to a specific question.

Stats: By 2022 .online video will make up the majority of internet traffic. 82% of traffic, to be more specific — wow! (source)

I wanted to start with these shocking statistics, to highlight the importance of investing in video content (this is a note to myself, as well ). 

The difference between a traditional YouTube video that comes up in search results and a YouTube Featured Snippet is that a Featured Snippet has a timestamp so you don’t need to watch the whole video before you get to the needed answer.

How to optimize your YouTube videos for Featured Snippets?

TIP #1

Think of your video as any other piece of content you write. As mentioned above, the key is to organize content into smaller sections that cover a certain topic. The same goes for videos. 

Google needs to understand what your content is all about, just this time you are using video format. Make sure that you do this step right, so Google can use different clips from the video and show them as search results.

Important: The length of the video isn’t that important, it’s all about the content’s quality.

TIP #2

Make sure your video is optimized for SEO. By that, I mean that you write the basic, but necessary SEO elements: video title, video description, and tags. It’s pretty easy and makes sense, there’s no need for some hacks.

TIP #3

UPLOAD a transcript. Yes, I want to highlight this as much as I can, since no matter how the captions YouTube generates can be good…I’ve stumbled upon some really bad ones. Besides, you want to do everything you can to help YouTube and Google understand your video, so it’s better to upload a transcript, believe me.

TIP #4

Add videos to your text-based content. Combining video with text increases the chance to get both of them ranked well. The hard part is to create video content, but embedding it into your blog posts, for example, is super-easy.

Okay, so here’s one regular Featured Snippet that explains the steps:

7. Search Intent

What is a search intent (user intent)?

Search intent is the mail intention a user has when typing a search term into a search engine. The goal is to predict what the user wants to find and to provide him with the best possible information.

Mastering search intent isn’t anything new, but with the algorithms providing users with exactly what they wanted to find, the highlight should be on creating content that’s a 1:1 Search Intent match (I’ve found this great explanation on Backlinko).

Important: You don’t necessarily need to write fresh content all the time. You can tweak old content to make it a better fit for Search Intent.

How to rank better for search intent? 

TIP #1

Do your (keyword) research. It is not easy to understand it right away, but trust me — every keyword has an intent behind it. The first page results will give you a great hint. 

Let’s take as an example a search query SEO course. The search intent can be to get a list of the (usually, the best) SEO courses, to compare a certain course to another, to find out what exactly is an SEO course, and so on.

But, the first results are the ones from popular course sites, so we can conclude that the main search intent behind the “SEO course” search query is information. Information about the available SEO courses.

TIP #2

Now comes the hard work. To create content that is a 1:1 search intent match, to give users exactly what they’ve been searching for.

In this particular case, I would suggest publishing an article with a list of SEO courses, followed by short info about each one of them. Lists usually tend to rank well… so maybe I’ll test this idea.

Quick Checklist How To Do SEO in 2022:

I’ve summed up the trends and tips above so you have a quick overview of the steps you should take to improve your rankings.

1.  Make sure your website’s Core Web Vitals are on point.

2. Focus on content that is of excellent quality, created by relevant (copy)writers so it complies with the E-A-T standards.

3. Organize your content into informative content sections — passages.

4. Create content that answers a specific question and organize it into specific blocks or lists — snippets.

5. Optimize your images well, especially on mobile devices. 

6. Organize your videos into explanatory chapters, and add all necessary SEO elements.

7.  Publish content with information the users’ were searching for. 

Final (SEO) Thoughts

To recap, the trends are changing rapidly and yes — you should be on top of them, that’s probably why you’ve read this article…till the end. Just keep in mind that SEO isn’t about hacking the algorithm, actually, all the hacks go in favour of providing your readers with quality.

Let me hear your thoughts on this matter. Have I missed any SEO trend that you’ve noticed, or read about? 

General SEO FAQ:

1. How does SEO work?

To put it simple, SEO is all about enabling search engines (Google, Bing, etc.) to better understand your website so they can rank it for relevant search terms that are most valuable for your business.

Search engines use 200+ ranking factors to filter their results, and provide its users with the most relevant information from the most trustworthy source website.

2. Why isn’t my website ranking on search engines?

There are a few reasons why your website isn’t ranking among the other search results:

– It isn’t indexed. Solve problem here.
– Your website is new so it hasn’t built enough authority yet, it usually takes up to six months for search engines to recognize fresh content. Find details here.
– Your websites isn’t optimized (well) for the desired keywords, the content doesn’t match the searcher’s intent, or it lacks in quality (compared to other websites).

3. How to create SEO-friendly content?

Don’t do keyword stuffing! Start with a keyword research to get the understanding of what people are searching for, and get relevant content ideas accordingly.

4. Can I buy backlinks in order to improve my rankings?

No. You can buy backlinks, nowadays these deals are very affordable and easy to find, but this goes against Google’s policies and can permanently damage your rankings if you get caught. Learn how to do outreach and get quality backlinks instead.

Revisit a section:

1. Core Web Vitals

2. Domain Authority Updates

3. Passage Ranking

4. Featured Snippets

5. Visual Search

6. YouTube Featured Snippets (YouTube Suggested Clip)

7. Search Intent

The post SEO trends for 2022 appeared first on Ek pro.