3-2-1 Fridays: Learn-intent content, Cityscape SEO, and ChatGPT SEO p

Hey friend, welcome to today’s issue of Efikó. This newsletter by Dozie Anyaegbunam helps you make smarter decisions in content marketing and life. Anyway, hello, it’s good to see you. You’re doing great 😀

Happy Friday, content rockstars.

3rd newsletter on Beehiiv. And I am loving it.

Last night, I was at the Calgary Whisky Festival. And boy, was it fun.

I probably tasted over 35 different types of whisky - from sherry-finished whiskies to bourbon-based options. I also got a shot of a day-old bottle called "This is not Whiskey." The master blender mentioned this particular whisky was 63% alcohol volume 🤯

Surprisingly, it was silky smooth.

That was me and my adult sippy cup - a nice little device for carrying around your whisky glass.

Enough about whisky. But seriously, if you want some great whisky recommendations, send me a message.

So, content marketing.

1. Build awareness with learn-intent content

Insight from Ashley Faus.

MOFU, or what Ashley Faus calls buy-intent/use-intent content, is the staple of B2B content marketing teams. And it makes sense.

We need/have to help our sales team close more deals. And BOFU and MOFU content are ideally the content types that are focused on readers who are ready to buy. And even when we decide to create TOFU pieces, we end up focusing on our product.

Ashley posits that true "learn-intent" content focuses on processes, practices, and skills, regardless of whether the reader is buying your product offering.

Here's a great example of learn-intent content:

And I wholly agree.

If you want to build a high-trust B2B brand, you'll need to invest in content that meets your ideal customer profile (ICP) where they are instead of only force-feeding them with product-relevant content.

Think of it as similar to building a Marvel Cinematic Universe.

2. Think of SEO as building a web city

Insight from Andrew Holland.

Are you still creating Skyscraper content?

Well...

The core idea of the Skyscraper content was that bigger and better posts get the top ranking. But with the rise and rise of keyword stuffing, fluffy padded content, and ChatGPT, it doesn't work like before.

Why?

• The Google helpful content update

• And the addition of "Experience" to Google's quality rater guidelines.

If you've got time, you can read the whole thing 👆🏾

In light of these updates, Andrew puts forward an interesting proposition - build web cities.

I not only like the name he coined for the concept (Cityscape SEO), but I think it's a brilliant way to think of content strategy in the coming years.

Let me explain.

To build a high-trust brand, you need to create:

• Original content

• That's easy to consume

• And find

And when you think of it as building a city that can attract inhabitants that'll pay you tax, it means creating:

• Extensive road networks of useful and original content

• Topic districts with well-built access roads, buildings, plumbing, security, and lighting such that your users and search engine crawlers can find them and enjoy living there

• Detailed maintenance and optimization plans so that your roads never break down and are constantly in line with design standards.

Doesn't that sound exciting?

3. ChatGPT for SEO

Insight from Artëm Klinkin.

Yes, another ChatGPT post.

But the earlier we accept this is part of our life now and start to see it as a capability multiplier, the better.

Artëm has put together 30 ChatGPT prompts for SEO. I find #9 & #20 rather interesting.

PDF in the link below. 

2 things I am thinking about

i.

ii.

1 book recommendation

I have another article again. Packy McCormick is one of my favorite writers. And this piece on "Differentiation" is a gem.

Check out these paragraphs:

Enjoy my friends!

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.

I'll be back on 1/27.

Dozie.

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