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3-2-1 Friday: How to pick the right MoFu keywords, standout content formats, writing with the pyramid structure

13 May

Welcome to today’s issue of Efikó, a weekly newsletter by me, Dozie Anyaegbunam, with a focus on content marketing, writing, social strategy, and living your best life. THANK YOU for being here! I appreciate you!

Hey folks 👋 ,

Had a good week?

I celebrated one year at UserGems on Tuesday this week. This has to count as the fastest and craziest work year of my life so far.

Amazing boss. Super smart colleagues. Great product.

But I’ll be honest here. Working at a B2B startup is an intense experience. And one has to learn how to take breaks.

Or else…na burnout get you ooo!

On the family side of things, Ronan is still crying when we drop him at daycare. I have refused to go in with them. Not sure I can watch him cry.

3 Things I learned This Week

i.

MoFu content is one quick way to show your value as a content marketer. But how do you pick the right keywords?

You don’t want to spend three months creating content and end up with no conversions or solution-aware readers to show. Because that’s the premise of MoFu content, right?

The way to guarantee (guarantee is probably a strong word) is to not only look out for the keyword volume. But also consider the Click per Search ratio.

This ratio tells you if people click through when they search for that keyword.

ii.

Everyone is writing SEO-focused content and product-led content. Here are a few standout content formats you can pitch to your clients or team lead:

  • Invent a concept and write about it. Ahrefs does that well. For example, they invented this term called the orchard SEO strategy.

  • Dig into company data and turn that into a story. Gong is best-in-class at data storytelling.

  • Take a podcast or interview and turn that into a blog post. I did this a lot at UserGems last year with our podcast series.

This sort of content can’t be copied. And it’s unique and provides a fresh or human perspective.

iii.

Journos are pros at using the pyramid style when writing. It allows them to get to the point fast.

I also think it works well for content because skimmers (which is most readers) get the gist of your piece within seconds.

When writing content, use the pyramid construction style. Put the “who, what, when, where, and why” of the section/topic you’re writing in the first paragraph. You might not use all the Ws, as that depends on the context of what you’re writing about.

You then develop the supporting information under the first paragraph.

2 Things I am Thinking About

i.

Even the smartest of people are wrong more often than they are right. Never forget this.

ii.

Someone’s failure is never your success.

1 Book Recommendation

Andrew Holland’s The Value of SEO is now available. The dude understands SEO at the meta-level.

Content Writing Jobs - May

All the best, folks. Could you please share with any of your friends/colleagues who might find this helpful?

If you would love me to review your writing and give you feedback, you can book a time here. Or just hit the reply button.

Thanks for reading this far. I am grateful!

Be good out there. If you can't be good, be careful

I’ll be back on 5/20.

Dozie

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