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10 Types of Blog Posts & How to Use Them Effectively

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10 Types of Blog Posts & How to Use Them Effectively

When it comes to writing a blog post, there are multiple formats you can use—and it all depends on the goal of your article and what your audience is looking for.

Here are some popular types of blog posts to know, along with examples of how to use them:

  1. How-to guides
  2. Content hubs
  3. Expanded definition posts
  4. Listicles, aka list posts
  5. Expanded list posts
  6. News
  7. Data studies
  8. Case studies
  9. Cheat sheets and checklists
  10. Templates

A how-to post offers a series of specific, chronological steps on how to achieve a goal. It’s typically structured like so:

Infographic showing structure of a how-to guide

For instance, this post is titled “How to Choose the Right Words for SEO” and shows you how to achieve that goal through a four-step process:

  • Step 1 – Find keywords with search traffic potential
  • Step 2 – Create content that aligns with search intent
  • Step 3 – Ensure the keyword has “business potential”
  • Step 4 – Make sure you can rank for the keyword

We then elaborate on each step by showing you how to execute it.

In the case of step one—finding keywords with search traffic potential—we suggested using keyword research tools such as Google Keyword Planner and Ahrefs’ Keywords Explorer and then elaborated on how each tool works.

Excerpt of an Ahrefs article talking about GKP and Ahrefs' Keywords Explorer

Best practices

  • When chronicling your steps, be as specific as possible. Consider that your reader may ask, “How? Why?” and then fill these gaps to make your how-to guide substantial.

A content hub is an interlinked collection of content about a topic. 

Sometimes, you may have multiple blog posts on your website about a topic—let’s say SEO—but they aren’t housed in one place. That’s where a content hub comes in: It’s strategically built to boost your site structure for more traffic, links, and topical authority.

In simple terms, a content hub comprises three parts:

  1. Your hub page – A high-level guide about the overarching topic (e.g., SEO). It usually includes links to subtopics that are sometimes split into chapters.
  2. Your subpages – These are in-depth guides about parts of the main topic. Each of these guides is split into yet more chapters.
  3. Hyperlinks – These connect the subpages to your hub page. The hub page links to all the subpages, and each subpage links back to the hub.

It may be a little confusing, so let’s take the example of our beginner’s guide to SEO. This is our hub page:

Hub page of beginner’s guide to SEO

We first give the reader an overview of what SEO is. This is followed by six hyperlinked chapters (with descriptions for each). Clicking on each of these chapters brings you to their respective subpages.

So if we click on chapter 1 (How Search Engines Work), the reader is taken to the subpage—which is split into yet more chapters so that you can easily hone in on a specific subtopic.

Subpage of "How Search Engines Work"

We’ve also included a hyperlink for each subpage to connect it back to our hub page.

Link that brings user back to hub page

Best practices

  • Map out a structure to ensure your content hub is well organized

Example of content hub in flowchart form: "Keto Dieting" is in the middle and branches out to pictures of different fruits and vegetables

  • If you have a topic in mind but aren’t sure how to structure it, follow these steps:
  1. Go to Ahrefs’ Content Explorer
  2. Enter your search term (e.g., “link building”)
  3. Look at the top results to see how other websites structure their content hubs/guides
Content Explorer search results

3. Expanded definition posts

Expanded definition posts are somewhat similar to how-to guides. The difference is they start by focusing on the what before the how—because sometimes, you want to understand a topic in greater depth before getting to the actionable bit (i.e., the how-to).

Here’s how it’s structured:

Infographic showing structure of an expanded definition post

Our blog post titled “What Is a Backlink? How to Get More Backlinks” is one such example of how this structure can be put to practice:

  • Introduction, then table of contents—bulleted summary of what you’ll learn
  • [H2] Why backlinks are important 
    • [H3] Rankings (elaborate)
    • [H3] Discoverability (elaborate)
    • [H3] Referral traffic (elaborate)
  • [H2] What makes a good backlink? 
    • Elaborate with H3s as above
  • [H2] How to check for backlinks 
    • Elaborate with H3s as above; add screenshots where necessary
  • [H2] How to get more backlinks 
    • Elaborate with H3s as above
  • Conclusion: Your final thoughts

It’s fairly straightforward. Tell the reader what to expect, explain why the topic is important and what they can do with it, then offer some steps on how to achieve a certain goal around the topic.

Best practices

4. Listicles, aka list posts

Listicles—also known as list posts—typically feature one tip, technique, or point per paragraph. They’re often used for non-chronological advice but, sometimes, have a poor reputation because many publications use the format for clickbait stories.

This BuzzFeed article accurately captures one instance of how the format is used:

Excerpt of a BuzzFeed article titled "32 Cheap Things To Treat Yourself To Right Now"

The descriptions below each subheading are kept short so that readers can quickly capture information in a concise manner without having to stay on a page for too long. Listicles may also be image-heavy.

Excerpt of an image-heavy BuzzFeed article

Despite the poor rep that list posts may carry, they can be useful for readers who are looking for quick answers to certain questions—as in the case of this Search Engine Journal blog post titled “21 Web Directories You’ll Still Want to Use.” This is a good example of how an SEO or marketing listicle should be written:

Excerpt of an SEJ article

Best practices

  • We recommend not using sensationalist wording in your headline (like this BuzzFeed article). Instead, ensure your headline captures exactly what the blog post is about.
  • You can learn more about the best practices of crafting listicles here.

An expanded list post mimics the format of a listicle. The difference is this format is better suited to more complex topics—so each pointer on the list is beefed up to better explain a tip or idea.

Example of expanded list post about copywriting

It’s also why we don’t publish all that many list posts on the Ahrefs blog; SEO is a complex topic to unpack when compared to “lighter” content, such as the “best cafes in Singapore.” 

The blog post you’re reading now is also an example of an expanded list post.

Best practices

  • Since expanded list posts are lengthier than listicles, use images and H3s (a subsection that sits under your subheading) to break your points up. This very subsection is a H3.

Newsworthy blog posts contain time-sensitive information that’s relevant to your business and/or industry. This includes industrywide changes or trends that may affect your readers (or be of interest to them), as well as company or product updates.

Naturally, the piece of news you’d like to share should be disseminated as soon as possible, and, ideally, before other publications. This is especially so if you’re covering industrywide changes.

For example, let’s say Apple intends to announce the launch of its Mac Studio and Studio Display via a press release.

That same press release is first shared with multiple publications and kept on embargo (i.e., not to be published until a certain date and time). Based on the information, media outlets can build a story and schedule the news for publication—in the case of “fastest fingers first.”

Except of Google SERP on Apple's Mac Studio

Being quick to publish a newsworthy story also puts you in good standing with your target audience, who may over time regard your blog as a reliable and credible source of information. To achieve this, you need to be consistent in publishing accurate and timely content. 

Best practices

  • Use the inverted triangle so your most important information is up top
Inverted pyramid. "Need to know" at top, then "nice to know" at bottom

Data studies are a great way to earn backlinks.

At Ahrefs, we’ve run more than a fair number of data studies over the years—many of which have brought us traction on our socials.

But don’t simply cobble data from multiple sources and claim it as yours. Instead, decide on what you want to first study.

One way to do this is by recreating outdated studies, which you can find using Ahrefs’ Content Explorer:

  1. In Content Explorer, enter a search term like [industry] + “study,” [industry] + “survey,” [industry] + “research,” or [industry] + “data”
  2. Set the filter to an In title search
  3. Set the Published filter to an older date range (e.g., 2010–2015)
  4. Sort the results by referring domains
Content Explorer search results

From here, you can identify popular and/or outdated studies to recreate and write about as blog posts.

Best practices

  • Create graphs so readers have a concise overview of your findings

Pie chart showing 7.4% of top-ranking pages have no title tags

More Examples

Case studies look at real-life experiments or businesses that have succeeded in using certain tactics or strategies. They’re effective because readers are more inclined to buy into information when it’s backed by proof.

In this case study of fintech company Wise, we explored five reasons why its SEO strategy is so admirable:

Except of an Ahrefs article showing five reasons why Wise's SEO strategy is good

We also weaved in our product—the Ahrefs toolset—where we could.

Excerpt of an Ahrefs article talking about content optimization for featured snippets

For your case study to be effective, it has to give the reader some “wins”—clear takeaways that they can apply to their business. Ideally, you should feature a business that’s either well known or has a unique enough selling proposition to entice readers to click on the blog post.

Best practices

  • Give readers some clear takeaways (e.g., Oatly SEO Case Study: 5 Lessons You Can Learn From the Oat Drink Giant and Its IPO) so they’re more likely to read your blog post

9. Cheat sheets and checklists

Cheat sheets and checklists are essentially the same thing and may include a clear breakdown of the steps required to reach a goal.

Unlike how-to guides, which may sometimes be ambiguous in explaining how something works, checklists and cheat sheets are effective because they tell you exactly what you need to achieve something.

Here’s a concise SEO checklist we crafted for a blog post. We later repurposed the checklist as a tweet:

In the above blog post, we shared that our SEO checklist helped grow our blog to over 640,000 monthly search visits. Then we shared that same checklist with users before going into a breakdown of each of the elements in the cheat sheet.

Best practices

  • Arrange your checklists/cheat sheets in chronological order so that the reader knows exactly how to reach a goal

Similar to what the name suggests, template blog posts include templates on how to achieve something—as in the case of this blog post on how to create a one-page marketing plan.

We recommend using this format:

  • What is [topic]?
  • Why is [topic] important?
  • How can I make [topic] work for me?
  • Template

You can share your template at the start of the article, which is what we normally do, or at the bottom of the blog post.

Excerpt of an Ahrefs article about a one-page marketing plan

There are also multiple ways to let readers access your template: We usually offer it as a free, copyable template (via Google Docs), but you may decide to create a downloadable template instead.

Best practices

  • Keep your template simple and organized, with guiding questions or tips for open-ended fields
Example of a simple and organized template

Final thoughts

These templates are not the be-all and end-all when it comes to writing a good blog post.

Try to mix things up depending on what you think works best. For instance, this guide to creating SEO-friendly URLs starts with a step-by-step guide, then looks at some best practices in a listicle format.

It’s all about experimenting and figuring out what your readers want, so don’t limit yourself.

Have questions or comments? I’d love to hear them on Twitter



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Meta Reinstates Trump to Facebook & Instagram

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Meta Reinstates Trump to Facebook & Instagram

Meta announced that the suspension of former president Trump from Facebook and Instagram will be lifted within a few weeks, with “guardrails” in place to discourage repeat offenses.

2021 Suspension of Trump

Meta indefinitely suspended the account of then-president Trump after he praised the people who engaged in anti-government violence that ended in several deaths.

The suspension was reviewed by the Meta Oversight Board who concluded that the indefinite suspension was inconsistent with rules in place for dealing with policy violations.

The Oversight Board wrote:

“…it was not appropriate for Facebook to impose the indeterminate and standardless penalty of indefinite suspension. Facebook’s normal penalties include removing the violating content, imposing a time-bound period of suspension, or permanently disabling the page and account.

The Board insists that Facebook review this matter to determine and justify a proportionate response that is consistent with the rules that are applied to other users of its platform.”

Facebook responded to the board that the suspension will last for two years beginning on January 7, 2021 after which the suspension would be reconsidered.

The indefinite suspension remained in place until the announcement that it will be lifted in the weeks following January 25, 2022, just over two years after the suspension.

Why the Suspension of Trump was Lifted

The review of the suspension was timed for two years after the imposition of the original suspension on January 7, 2021. This was by agreement with the Oversight Board.

Meta undertook a review of whether Trump continued to pose a risk to public safety and decided that enough had changed to lower the risk.

The explanation of the decision indicated that multiple factors were considered:

“To assess whether the serious risk to public safety that existed in January 2021 has sufficiently receded, we have evaluated the current environment according to our Crisis Policy Protocol, which included looking at the conduct of the US 2022 midterm elections, and expert assessments on the current security environment.

Our determination is that the risk has sufficiently receded, and that we should therefore adhere to the two-year timeline we set out.

As such, we will be reinstating Mr. Trump’s Facebook and Instagram accounts in the coming weeks. However, we are doing so with new guardrails in place to deter repeat offenses.”

Facebook Public Figure Penalty Guardrails

Meta published updated policies, Restricting accounts by public figures during civil unrest, that describe the new protocols for dealing with public figures who violate Meta guidelines.

The updated rules apply to both Facebook and Instagram.

The new policies outline tiered penalties increasing in severity depending on the content violations.

Meta explained that the goal of the penalties were to deter violations of their policies.

The penalties last from one to thirty days to as long as two years for especially egregious violations.

Three factors will be considered to determine the severity of the penalty:

  1. “The severity of the violation and the public figure’s history on Facebook or Instagram, including current and past violations.
  2. The public figure’s potential influence over, and relationship to, the individuals engaged in violence.
  3. The severity of the violence and any related physical harm.”

 

Heightened Penalties

Public figures who return after a suspension will face heightened penalties, including disabling the account of any public figure that fails to respond to repeated warnings.

Meta’s rules targets QAnon content and outlines specific measures they will take that will limit the reach of penalized public figures.

That means anyone who is following the restricted account of a public figure will not see content posted to those accounts, plus the removal of reshare buttons.

“Our updated protocol also addresses content that does not violate our Community Standards but that contributes to the sort of risk that materialized on January 6, such as content that delegitimizes an upcoming election or is related to QAnon.

We may limit the distribution of such posts, and for repeated instances, may temporarily restrict access to our advertising tools.

This step would mean that content would remain visible on Mr. Trump’s account but would not be distributed in people’s Feeds, even if they follow Mr. Trump.

We may also remove the reshare button from such posts, and may stop them being recommended or run as ads.”

Response to Reinstatement of Trump

Facebook’s announcement stated that they expect to be criticized but that the decision was guided by guidelines set down by the Oversight Board.

The response on social media was predictably passionate, with congressman Adam Schiff characterizing the reinstatement as Facebook having “caved.”

Others accused Facebook of having no rules or procedures even though Meta’s decision was based on rules and procedures.

Many of the top tweets commenting on the Trump reinstatement commented that Facebook’s decision was based on greed while others lamented the lack of consequences from Trump’s action, even though he was punished with a two year suspension.

Read Meta’s Announcement:

Ending Suspension of Trump’s Accounts With New Guardrails to Deter Repeat Offenses

 

 



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Wayback Machine: 5 Alternatives To Try

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Wayback Machine: 5 Alternatives To Try

Much of the web is ephemeral.

Web pages exist until they don’t. The content on them exists until it’s updated – and then it’s gone.

Unless you go digging in an archive.

Archiving the web is important for cultural and anthropological research. It’s also helpful for business reasons, like competitive analysis. It can even help document or monitor political processes.

Your particular reason for seeking archived content might determine which service works best.

The Wayback Machine is the most commonly known archive.

Screenshot, https://archive.org/web/, January 2023.

The Internet Archive is a nonprofit organization, and the Wayback Machine is the web version of its archive, containing an absolutely massive amount of data.

You can request that it save a webpage in its current state, as well as make use of tools, like an API.

As huge as the Wayback Machine archive is, it’s likely not 100% complete. If you’re having trouble finding something specific or wondering if there are alternatives with more features, these alternatives might help.

I won’t be going over paid SaaS subscriptions, as I don’t consider a paid service a true alternative to a free one provided by a nonprofit.

Let’s go!

1. The Memento Project

Memento is an exceptional alternative to the Wayback Machine because it aggregates several different sources, including the Wayback Machine itself.

On the website, you can access archives from several sources by using the Time Travel tool.

Wayback Machine: 5 Alternatives To TryScreenshot, http://timetravel.mementoweb.org/, January 2023.

This is the first distinction that makes Memento so cool, and it includes some of the other archives on this list, too. That means it’s a customizable experience and likely one of the most complete.

Memento’s other distinct feature is the Chrome extension that allows you to select the date on which you’d like to view your current page. This brings the tool to where you’re browsing instead of making you put a URL into a form.

You can also create a snapshot of a page and generate a link to it that won’t break. This is particularly useful for citation.

If you’re concerned a page might disappear, or the content might get updated, but you want to use the information, creating one of these links ensures that people will be able to see your original source.

2. Archive.today

Archive.today is another “snapshot” tool. It allows you to save a link to a page as it currently exists.

Following the link will send users to an unalterable version of the page.

Wayback Machine: 5 Alternatives To TryScreenshot, https://archive.ph/, January 2023.

It also features some relatively advanced search queries you can perform on domains and URLs to find snapshots that have been saved with the tool.

This tool also features a Chrome extension as well as an Android app.

Searches on Memento can include results from Archive.today.

3. WebCite

WebCite has powerful applications for authors, journalists, academics, and publishers.

It offers a variety of ways to build and present the archived pages and the URLs.

Wayback Machine: 5 Alternatives To TryScreenshot, rhttps://webcitation.org/, January 2023.

Unfortunately, at the time of publishing, it doesn’t appear to be taking new requests. But you can still access already archived pages. When and if it starts accepting requests again, it’s a very useful tool for that.

Its most powerful feature for authors and publishers is the ability to upload a manuscript directly to the website.

The tool will scan every link in an uploaded manuscript and automatically create archives of each of the pages linked to as they currently exist. This saves a lot of time if you’ve used a lot of website citations.

If you’ve created content that you want people to be able to create snapshots of, then you can add a specific WebCite link to your page that users can click on. This embeds archive functionality into your page, saving users time if they decide to use your work as a citation.

4. GitHub

GitHub is a development and collaboration platform that also prioritizes public projects and open-source code.

It documents and archives open-source code and programs, and is searchable by other archives such as the Wayback Machine.

Wayback Machine: 5 Alternatives To TryScreenshot, https://github.com/explore, January 2023.

But, if you’re looking for something related to code or software development, it might be easier to go straight to GitHub instead of using another archive service.

While it does have paid business plans, GitHub is free for the average user. It even offers 15GB of storage and some computing power in its cloud developer environment for free for your personal use.

5. Country-Specific Web Archives

Several countries run their own web archives.

These can be particularly helpful alternatives to the Wayback Machine if you’re looking for a website highly relevant to a specific location, or the culture of a country.

More focused archives might have more complete information if you’re having trouble finding it elsewhere, although again, I want to mention that the first alternative in this list, Memento, pulls from several different country-specific archives.

I should also note that many archives specific to a country, region, educational institution, or individual library are partnered with Archive-it, a service provider built by The Internet Archive (makers of the Wayback Machine).

They curate specific collections based on relevance, but all Archive-it partners leverage the same source: The Internet Archive.

These are a few of the country-specific web archives:

Conclusion

When you’re looking for alternatives to the Wayback Machine, you might not realize that a great many of them, in part or in whole, are powered by the same archive.

But there are other services out there you can use. Some have more helpful features, depending on what your goals are.

This isn’t an exhaustive list of alternative tools, but it’s most of the easily accessible tools for the average user.

Others require monthly payments, and some are free to academic and legal institutions, but not to individual users.

I chose to focus on the best of the tools that you could go and use right now with no fuss.

More resources:


Featured Image: Studio Romantic/Shutterstock



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Indirect Marketing: Definition, Types, & Examples

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Indirect Marketing: Definition, Types, & Examples

Indirect marketing is marketing where you’re not trying to explicitly sell a product or service.

Instead, it focuses on activities that generate brand awareness, build relationships with potential customers, and nurture them to eventually buy from you.

Indirect marketing relies on the assumption that potential customers will not purchase your product or service immediately, but over time. 

And if we look at our buying behavior, that’s probably true. For example, if we need a new pair of headphones, we’ll probably first do some online research, browse forums, ask our friends, and get familiar with available brands and models—all before buying.

In contrast, direct marketing is marketing where you’re explicitly trying to get potential customers to buy right now. Channels include cold email, direct mail, and ads.

Types of indirect marketing

Here are some types of indirect marketing:

1. Public relations (PR)

PR is the practice of positively influencing a brand’s perception by managing communications with the media and the general public.

Common tactics include being newsworthy, responding to media inquiries (e.g., HARO), creating press releases, building relationships with journalists, and creating PR stunts. 

For example, Ahrefs was featured on TechCrunch in 2022.

Ahrefs is featured in a TechCrunch article

This was possible because we had:

  1. A newsworthy event (“we’re making a search engine”).
  2. Relationships with the right people (all thanks to the hard work of my colleague, Daria Samokish).

2. Search engine optimization (SEO)

SEO is the practice of optimizing your website and its pages to rank higher in search engines like Google. You’d want to make sure your important pages appear on Google for relevant keywords. For example, if someone is searching for your brand, your website should appear:

Google search results for keyword "ahrefs"

But nobody will search for your brand if they do not know it exists. So beyond optimizing your homepage, you should also target keywords your customers are searching for.

At Ahrefs, we create content targeting problems our potential customers have. For example, 14,000 people per month search for “link building” in the U.S.  

14,000 people per month search for “link building” in the U.S.

This is a problem our toolset helps with, so we created a piece of content targeting that topic.

Ahrefs' link building guide

Whenever someone is searching for that keyword on Google, they’ll discover our content and, in the process, our product and brand. 

Repeat this ad infinitum and you’ll expose hundreds, if not thousands, of people to your brand (in our case, an estimated 3.4 million).

Estimated amount of search traffic Ahrefs receives every month, via Ahrefs' Site Explorer

Recommended reading: SEO: The Complete Guide for Beginners 

3. Social media

Creating valuable content that persuades people to follow you on social media platforms like Twitter and TikTok is a great way to generate brand awareness and build relationships with your audience.

For example, our Twitter account has 128,000 followers, and we regularly share SEO and marketing tips with our audience:

Indirect marketing: pros and cons

Should you invest in indirect marketing? Let’s look at the pros and cons.

Pros

Here are the advantages of indirect marketing.

1. Indirect marketing builds demand and awareness

Why is it important to build brand awareness and demand? 

Simple: There are only so many people who are ready to buy right now. Most of your potential customers are still unaware they have a problem, unaware of solutions, or unaware of your particular product or service. 

So if you’re using direct marketing, you’re only focusing on a small pool of people. Not only that, but you could actually just be reaching out to people who are already primed to buy in the first place.

Eventually, you’ll still need a way to open up a pool of potential customers. And you can do that with indirect marketing tactics. 

2. Indirect marketing is less intrusive and non-pushy

Prospects purposely seek out content that helps them solve problems. Not only that, but indirect marketing tactics also rarely involve reaching out to people. 

Cons

Here are some downsides to indirect marketing.

1. Indirect marketing takes time

You can’t build a brand overnight. Neither can you amass 100,000 followers in one day. Relationships with journalists take time to build. And ranking on Google takes time too.

Results for a poll on how long SEO takes

Recognizing that customers need time to buy also means recognizing that nurturing the relationship takes time.

2. Indirect marketing is less trackable

Life gets in everyone’s way. You must have had the experience of researching for something to buy, only for you to give it up for a few years before suddenly returning to purchase it. Your customers are the same too. 

As a result, it can be difficult to pinpoint exactly which indirect marketing tactic contributed to the success. But it doesn’t mean that indirect marketing doesn’t work, just that it’s not attributable. 

Direct marketing: pros and cons

Should you invest in direct marketing? Here are the pros and cons.

Pros

What are some advantages of direct marketing?

1. Direct marketing is measurable

Direct marketing tactics are usually trackable—how many opens, how many clicks, how many conversions, and so on. You can see these metrics on ad platforms and email marketing software.

2. Direct marketing is fast

Since it’s intended to elicit a response or purchase, direct marketing tactics can have an immediate impact on a business’s bottom line. 

Cons

Direct marketing is not all sunshine and roses. There are some downsides.

1. Direct marketing is intrusive

Direct marketing tactics like cold email and ads are generally seen as interruptive. That is because the prospect did not request them and yet is still served a sales message.

An unwanted ad from Emirates on the Twitter timeline

2. Direct marketing has a smaller reach

As mentioned earlier, there are only so many people who are ready and willing to buy. Direct marketing merely converts these people, but it cannot generate purchases among people who don’t even know you exist. 

3. Direct marketing can be blocked

CAN-SPAM, GDPR, ad-blockers—they exist to prevent unwanted sales messages from reaching consumers.

Examples of successful indirect marketing

Looking for successful examples of how companies have used indirect marketing? Here are three to be inspired by.

1. Ahrefs – Blog

The main marketing type we use is SEO-driven content marketing. It can be summarized into one sentence:

We create and maintain high-quality, search-focused content about topics with business potential, search traffic potential, and ranking potential.

To break it down:

  1. We research topics our customers are searching for on Google.
  2. We filter them by checking their business potential—how easy it will be to pitch our product while tackling these keywords.
  3. We prioritize by analyzing their ranking potential—how viable it is for us to rank in the top three with our available resources.
  4. We create content targeting those topics.
  5. We update or rewrite them if they don’t rank or are out of date.

This strategy means customers are always discovering us whenever they’re searching for solutions to their problems on Google. 

Ahrefs customers mentioning that they found out about our product from Google

Our strategy is simple. No fancy tactics or the latest hot trend. But this deliberate simplicity makes the strategy easy to follow and is the driving force behind our eight-figure annual recurring revenue (ARR).

Learn how to replicate our strategy in the guide below.

Recommended reading: How to Create an SEO Content Strategy (Follow the Ahrefs’ Framework) 

2. Wendy’s – Twitter

Wendy’s is a fast-food restaurant chain. Yet, you might not be able to tell from its tweets:

If you’re out of the loop, Wendy’s basically revolutionized how brands can use social media and communicate with their customers. Rather than post boring bureaucratic tweets in “corporatese,” it decided to do a 180° by sharing memes, roasting rival companies, and posting in a sassy tone. And it rarely has a call to action to visit a Wendy’s restaurant.

But this indirect marketing works for it. In a highly competitive fast-food scene, this social media strategy puts its brand top of mind. 

Not only do its tweets gain attention on the network itself, but it also spreads virally across other channels. Memes, anime parodies, and YouTube videos—the list goes on. 

Since 2012, Wendy’s has overtaken Burger King to become the #3 U.S. fast-food chain.

3. Slidebean – YouTube

Slidebean is a pitch deck design platform for startups and small businesses. It has >400,000 subscribers on YouTube. Many of its videos aren’t about pitch decks or pitch deck design; instead, they’re about startups, marketing, and business.

This is deliberate. It initially started out with topics related to its product. But it found that it exhausted those topics in a short amount of time. So it decided to move up the marketing funnel into broader topics.

Since we had found a “YouTube formula,” we decided to apply it to other kinds of content, and one of them was this idea of exploring failed companies. The first one was WeWork, which was just the right bridge between a startup-focused company and a widely known brand. At this stage, the series was called “Startup Forensics.”

However, there were only so many tech startups to explore, so we quickly opened that up to “Company Forensics” to broaden our horizons.

Jose Cayasso

This allowed Slidebean to get as many eyeballs as possible on YouTube, which puts its brand top of mind. The company hit $1.5 million in revenue with 3,000 customers in 2022. 

Final thoughts

The best companies use both indirect and direct marketing. They don’t discriminate between strategies. If you want to improve your business, you should use both. 

Any questions? Hit me up on Twitter



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