3-2-1 Fridays: Getting stakeholder buy-in, writing more helpful content, and improving CTRs on your featured snippets

Hey friend, welcome to today’s issue ofEfikó. This newsletter by Dozie Anyaegbunam helps you curate content marketing and life insights from across the web. Anyway, hello, it’s good to see you. You’re doing great 😀 

Hey, Superstars!

This week has been topsy-turvy for me.

I had a laser eye procedure for Central Serous Retinopathy (CSR).

And I have had to stay away from the sun since Wednesday. Something to do with the dye they injected into my body, making my skin photosensitive - so I am more likely to get sunburn.

Story of my life! But what of you?

Had a good week?

This newsletter will also take a break from May 26th to June 3rd (Doctor’s orders). I have been mandated to slow things down a bit, or the CSR might flare up again.

So, I’m off to watch The Arsenal play their last game of the season next weekend.

Let’s talk content marketing.

1. How to convince your content & SEO clients/stakeholders to invest in new programs

Insight from Aleyda Solis.

Getting buy-in for new projects can be tough — been there, done that.

It’s even tougher when the economy seems to be going belly-up at any moment.

Here are my two favorite ways to get buy-in:

1. Run a pilot project. For example, I wanted to start a video playlist to support our blog content. So, I initially recorded two videos with internal SMEs, edited them on Descript, and published them on the blog. Within a week, the videos were ranking for the keyword, and the article had also seen a jump in the SERPs. I took that data to my boss and used it to validate the launch of the 5-Min Takes playlist.

2. Look for competitors doing what you are doing. Then break their strategy down into a concept note you can share with your boss, including any data you can find using Ahrefs/Semrush and any other tool you need. Think of this as writing a teardown/business case for a new initiative.

2. A simple trick to write more helpful content that ranks higher

Insight from Tony Hill.

Look, folks, I haven’t tested this tactic out. But it does look nifty and low-lift. So, if anyone tries it out before me, let me know your results.

What’s the trick?

Use “definitive verbs” next to your main keywords and their synonyms.

My hypothesis here is using these verbs makes your writing sound more assertive and forces you to get to the point.

Here are some examples:

Let’s imagine your main keyword is “best dog collar.”

Now, let’s slam some definitive verbs on the keyword:

Is => The best dog collar is...

Will => The best dog collar will...

Requires => The best dog collar requires...

Has => The best dog collar has...

Always => The best dog collar always...

Tony recommends you mix it up with synonyms so your article doesn’t sound repetitive. Doing this also increases your keyword diversity.

Here are some examples:

Should => A great dog collar should...

Needs => A good dog collar needs...

Must => The top-rated dog collars must...

As usual, there’s a ChatGPT flow for this:

Step 1: Prompt ChatGPT for a list of definitive verbs

Step 2: Prompt it for a list of other ways people would search on Google for the main keyword.

Step 3: Give it an example of your ideal sentence and prompt it to combine the list of verbs with the list of possible search phrases and generate creative definitive statements.

Capisce?

PSA: Remember to write/use natural sentences.

3. How to increase click-throughs on your featured snippets

Insight from Emil Shour.

Emil Shour shared this image on Twitter. And I agree with him that if this was done on purpose, this is a smart way to get folks to click through the featured snippet and read the full article.

Plus, considering all the changes Google is making, these sorts of tactics are going to come in handy.

2 things I am thinking about

i.

ii.

One book recommendation

Today’s edition of Amber Rhodes’s newsletter is a must-read. Mental health is such an important topic but one we are fond of ignoring. Enjoy it here.

New on The Newcomers Podcast

The Newcomers Podcast is an inside look at the struggles, lessons, and inspiring moments that come with starting life in a new country.

Thanks for reading to the end. You all make writing this newsletter worth the trouble.

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

Dozie.

P.S.: If you enjoyed this, please consider sharing it on LinkedIn or with a friend.