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10 Content Marketing Skills You Need to Master by Julia McCoy PART 2 #475

Ep. 47532 min2020-03-03

Content marketing mastery requires planning ahead, repackaging old content, optimizing for voice search, building quality links, and measuring success through email click-through rates, bounce rates, and scroll depth tracking.

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Key takeaways
it is still about 40% of the SEO pie.

About this episode

10 Content Marketing Skills You Need to Master If you want to achieve positive results and ROI, you have to master the right content marketing skills. we feature 10 essential content marketing skills. The good news is you don’t need a special degree or inborn talent to master these skills. All you need is to know what these skills are and to practice until you’ve mastered them.

Questions this episode answers

How can I repackage old content to get more SEO value?

You can take older content and combine multiple posts into one large article, or break a long article into several smaller ones and turn those into short videos. The hosts note they do this for clients by recycling low-ranking content and republishing it to improve traction.

Is voice search worth optimizing for?

The hosts say 99% of voice searches are informational queries that are unlikely to drive sales. Still, optimizing is possible by using full questions as blog post titles, structuring content in featured snippets, and dividing pages into clear H2s, H3s, and numbered or bulleted lists.

What tools can track how visitors interact with content on a page?

The hosts recommend Hotjar, Crazy Egg, and Lucky Orange for tracking scroll depth, click patterns, and user behavior. They note Hotjar can slow a site down slightly. These tools help identify where visitors stop reading so content can be adjusted.

How should you evaluate link quality when doing outreach?

The hosts reference an Alexa tool and say sites that rank below 100,000 on Alexa are worth targeting for links. Sites ranking higher than 100,000 may not be worth the effort. They also warn that sites linking out indiscriminately dilute their SEO value.

In their words

planning content way ahead of time is a skill that you need to have, uh, to do this right

Host

you shouldn't even be throwing anything out there that you're not understanding how you're going to measure it

Matt Bertram

if people click away more than 70% of the time, you need to improve your content

Host
Terms defined in this episode
Skyscraper technique
A content strategy, associated with Brian Dean of Backlinko, where multiple older blog posts are combined into one long, comprehensive piece of content.
Bounce rate
The percentage of visitors who leave a site without clicking further. The episode cites 70% as a target threshold, meaning more than 70% leaving signals a need to improve content.
Scroll depth
A metric tracked by tools like Hotjar and Crazy Egg that shows how far down a page visitors read before leaving, used to identify weak points in content.
SEO pie
A informal term used in the episode to describe the total set of criteria Google uses to rank pages, with links described as making up about 40% of that criteria.

Full transcript is being added.

This episode answers

Matthew Bertram, host of The Best SEO Podcast
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint

Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.

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