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Hey, there. what I’m going to work you through right now is the perfect content marketing strategy. In other words, how to dominate search engine rankings, building engaged audience and do it all profitably. What you’re going to learn is the formula for content that has performed rags to riches magic over and over again in multiple industries, how each element of the formula interacts to create a growth-focused ecosystem for your content, sourcing everything you need without the in-depth knowledge of technical execution.
Who’s behind this formula? There’s a whole bunch of people. Neil Patel, massive guy in the content marketing space; Brian Dean. He’s an SEO master with is skyscraper technique; and dozens of other marketers, content writers, SEO magicians and content marketers.
Some sites that this formula has worked really well for. BuildFire. They’ve been able to generate over $46,000 in monthly traffic value. That’s value based on the Google’s average cost per click for the keywords that they ranked for, thanks to their content. QuickSprout, another massive best in the marketing industry, $273,000 in monthly traffic value. KissMetrics, they do marketing analytics, $491,000 in monthly traffic value. CrazyEgg, they do heat mapping for any type of website or landing page, over $117,000 in monthly traffic value using this formula. Of course, Hubspot, one of the biggest titans in the industry in terms of inbound marketing, over $3.3 million in monthly traffic value, thanks to this formula.
The formula steps are pretty simple, pick a niche, create content, capture emails, email the list, promote the content, and an extra that we’re going to go through for you today is outsourcing.
Picking a niche. The easiest way to put this is really pick a big niche. Playing in small niche is great, makes it really targeted. In reality, if you’re going to go for SEO value, you’re going to go for ranking value, you want to play in a bigger playground so that you’re not going one to one with really experienced guys in those really tiny [methods 00:02:33].
The biggest thing and the biggest piece of advice that I can give to you is avoiding picking fights with marketers, if you can. During your keyword research, you will really understand what I mean by this. When there is people that are just way beyond anyone else in that market that you’re looking at, they’re dominating search rankings left, right and center within specific missions. Those are the key words and terms that you want to avoid. You don’t want to go head to head with them until you’re ready.
The content itself. The very key to building great content is writing a really awesome headline and always make sure that you’re creating valuable content that’s evergreen, teaches and provides the highest value that you can. Don’t hold anything back just for the sake of making a sale.
Headline guidelines. Numbers in your headline increase click through rates. Within those numbers, odd numbers are usually better. You’ll see listicles or, that’s what they call them Buzzfeed articles that basically just say, “Hey, here’s the top 10 of this, top 10 effective Facebook advertising strategies.” That’s a great headline, but the even number makes the click through rates slightly lower than if you said 7 effective Facebook advertising strategies or 13 effective Facebook strategies. It’s unknown why the click through rate is much higher. It has something to do with just the odd nature of odd numbers. The data shows that’s exactly what it points towards.
Negative headlines also increase click through rates. This has been well proven from some viral websites out there like Fire Nova, BuzzFeed among others. Keep your headlines under 65 characters for search indexing purposes. Google is really only going to read your first 65 characters and you want to make sure you don’t have your search listing, have a dot, dot, dot at the end because Google couldn’t indexed the full title.
Aim for short headlines. Seven words or less is ideal. Based on the data, five words or less is even better. Include adjective or power words in your headline. There’s an awesome list here from startmartblogger.com that just has almost every single power word out there that you’d probably want to use within a headline. That doesn’t mean you should stuff your headlines with a bunch of adjectives and power words but make your headline stand out.
Valuable content. Be consistent in creating valuable teaching evergreen content and remove or limit garbage content. If you’ve already gone out there and you’ve created a bunch of really awful content, it’s okay to delete all of that. In reality, it’s going to help you in the long run. Be consistent in the output. If you’re putting out content once a week, stayed it once a week. You can increase that, but you don’t really want to be decreasing that and just posting once every month that [inaudible 00:06:01] time. That’s not really going to help you. It’s not going to help for indexing. It’s going to confuse your audience. Ignite conversations within your content. Write your content like you’re talking to them, so you can start a conversation with the facts, opinions and ideas that you stressed through your content.
Write articles that are over 2,500 words that provide great value. The more value you can provide and the longer that article, that’s better for ranking, it’s better for reading. It means you can go more in depth and provide even better value and more insight than someone who can only write 1,000-word article. It also helps really, really well for rankings because most articles that appear on the first page are usually over 2,416 words.
Use subheadings and images to break up content. Every 300 to 500 words, break a content with a subheading, every 200 to 300 words, break up content with an image. It’s going to make it much easier to digest and people actually go through and read all of your content. I recently released a 5,000-word article. That 5,000-word article has an average read percentage of 80%. That means over 80% of people are reading my entire 5,000-word article.
Wrap up the post with a concise conclusion that entices people to read the rest so most people, including myself, will go through an article, scroll to the bottom, read the conclusion and decide whether or not they want to read the rest of the article. Make your conclusion enticing enough that they want to go back and read all of the details that you talked about within the rest of the article.
Repurpose content on multiple mediums. If you’re already writing a 2,000-word article of your website, why not take that 2,000-word article and make it into a video, make it into a slideshow presentation, make it infographic. All of these will help you build backlinks and domain authority because you’re going out there and pushing it into another medium that’s really easy to share and people will share it.
Trigger comments using you or I to create a conversation within thee content and always ask a question at the end of your content. Say, “Do you think we miss something? What are your ideas or thoughts on this?” Respond to comments so that it will trigger more comments. Discussion is good. Discussion is a content. Discussion is freshly updated content. It means that people are engaged with what you’re putting out there.
For every 1,000 hours of content that you put out there, link out to 15 to 20 reference sites, pieces of data or just mention other companies. This is going to allow you to go back afterwards and promote your content by getting in touch with those people that you referenced or that you mentioned and saying, “Hey, I mentioned you in this article. Can you give it a share?”
Skyscraper content. I mentioned it briefly when I mentioned Brian Dean who’s one of the people who contributed to this strategy. Skyscraper content aims at high competition, high traffic keywords and basically the whole idea of one [up 00:09:33] your competitor. Usually, these are super, super high quality, really value-driven guides that are extremely long form. In most cases, they’re over 7,000 words. The design of the article has to be just as awesome as the content that you’re putting into it. For an article like this to really rank up and be up your competition, it has to provide really great value. It has to be very slick so that people will actually take the time and read the entire article, which means your time on site will increase and people have to be willing to share it. To do that, you can crosslink content within the site either through the sidebar or reference it within the content itself in order to drive traffic both ways. Redirect traffic into your longer form guide that needs the traffic.
A great example of this is mobile app development. Mobile app development, there is over $182,000 in organic traffic value to be had. That’s if you’re in the top 3, not even just north #1. There’s over 18,000 monthly average searches. It’s an extremely competitive keyword. The average cost per click is over CAD 30. In some states, it’s over $50. The top 10 here is really dominated by giants like Wikipedia, Information Week, Forbes, a whole bunch of really high domain name or domain authority websites and companies.
Content across all the pages that you’ll see on this keyword are over 2,200 words. In most cases, they’re just over 2,400 words. Something like a 15,000-word guide, something similar to Neil Patel’s definitive guide to growth hacking or the definitive guide to copywriting has a chance of ranking if you do it really well. If your design is really good, if it gets as many shares as you’re aiming for, and if you’re able to leverage it enough to build enough backlinks ad domain authority, to compete against some of these big boys.
Collecting emails is a very key part of the content marketing strategy. Five out of every 100 visitors that come through to your content should convert into an email. If you’re doing less than this, you’re really trying hard to fail. It’s really easy to get 5 subscribers. Use as many email collection methods as possible without giving the user overload. Meaning, they’re always clicking out of something than try and get away from your email subscription boxes. Pop-ups and content upgrades, although annoying, will generate the majority of your captured leads. By majority, I mean much more than 70%.
Offer a guide course or journey to follow as your offer. As an example, GrooveHQ offers a journey. They said, “Hey, watch us get from 0 to $0.5 million MRR. We’ll take you through it, we’ll keep you updated along the way. That’s their opt-in. QuickSprout offers different guides and courses throughout their website. Here’s a great example of a newsletter box, one that either pop up or be within the content. Usually, these will have a really low conversion rate because they’re not really offering a lot of value. They’re just offering, “Hey, join our newsletter.”
Incentivized newsletter boxes do much better and typically have at least the 1% conversion rate where you’re offering some type of lead magnet. You’re offering either a guide or a PDF of the content or something.
Popup opt-ins, as I mentioned, will have one of the highest conversion rates. 2% is about average, but it’s not hard to get much further beyond that. It’s all about providing as much value as you can within a really easy to read popup.
The header opt-in bar, which you see at the bottom of the website here, is usually pretty good. It will show up almost everywhere when you enable it depending on the platform that you’re using. The conversion rate hovers around 1% to 2% on average. If you have a really good offer there and it’s not just free tips or join my newsletter, it’s an actual incentivize offer, the conversion rate there can increase.
Content upgrades are one of the best ways to capture emails. All you really have to do is offer people the content as a PDF or offer them an exclusive bonus of additional content as a PDF, and they’ll just enter their email address to unlock it. I do this with most of the articles that I put out, will offer them a well-designed version of the article but as a PDF in exchange for either their email or social share to drive more engagement and traffic.
Welcome Mats are probably the best way to capture emails. They’re also the most annoying way. You’ll get the biggest conversion rate out of this type of method. The one that you see here is actually one that’s running on my website right now. I get about 8% conversion rate across the board. It’s not too hard to take that up to about 15% or 20% if I really optimize it. At the very least, you’re going to get a 5% conversion rate.
When you really look at that altogether, if you are using all of those opt-in methods on 1 page throughout your blog, so any page that someone lands on, they’re seeing multiple opt-in offers. It’s not hard to get an 11% to 12% conversion rate What that means is for every 1,000 unique visitors, you’re getting over 100 emails entered into your list. That’s not really hard. Most websites do somewhere around 2,000 to 3,000 a month unique visitors just off the bat. At the very least, you can be adding a few hundred qualified leads into your email list that you can indoctrinate and potentially sell.
Emailing your list. Once you’ve captured your list, you do want to keep them engaged. Make sure you’re sending them emails 1 to 4 times per month on the low end, sometimes, send them emails once every other day or once every couple of days just to keep them really engaged if you have offers to facilitate that or you have content to facilitate that. When you’re sending emails, try and send emails early in the morning at your email list subscribers time. It’s going to have a higher engagement rate, higher open rate and typically, it will get action upon a lot quicker. Only send emails when you really have something of value to offer. Don’t just email them to check in and say, “Hey.” Email them with valuable content or with an offer that actually as a goal end point. Keep your emails text-based if you can. Even once, when you’re sending links to a blog, have a better engagement rate, click through rate and inquiry, if it’s all in text.
Now, promoting your content is one of the key ways that you can really drive traffic and how all this really works. It’s very cornerstone on the idea of promoting your content to get social shares. From social share, you’re going to get promotions into people that will do blog roundups. From there, that’s when it gets shared by the big guys, which build your domain authority on every single article that you’re putting out.
On Twitter, a really easy way to do this, BuzzSumo allows you to find popular articles by competitor websites or popular articles based on keywords that you can then take a look at who share those articles. You can download that list if you have a premium account or you can just view shares and get that list on Twitter. You could either reach out to them by email and ask them, “Hey, can you promote this article? I saw that you’d like something similar.” Or reach out to them on Twitter and say, “Hey, I thought you might like this” and send them a link to the article. Don’t send too many more than 200 or 300 of these at a time on Twitter because Twitter will eventually pick up on it, and they’ll throttle you down.
What I like to do is I go to Buffer and I schedule up 200 to 300 tweets with about 5 to 10 going out every single day, every time I put out content. That way it’s getting in front of hundreds of people every single time that are rarely very tailored towards who I want to get in front of. Most of these guys have really big audiences, so I can play a numbers game at the thought of 200. Five say, “Yeah, I like this. I’ll share it.” I’m getting upwards of a 500,000-person social reach for every single article.
Here’s a really easy email template that you could send out as well if you go thought the email route. It’s basically just, “Hey, I know you tweeted on of my favorite posts from this other author or this other website. I actually have a content marketing guide or whatever that you’re putting out.” It’s really comprehensive, it’s really great. Do you want a heads-up when it goes live?” P.S., let me know [inaudible 00:19:19] help you out with. Most of the time you’ll get a positive response to this just because people like to be helpful. If they say, yes, just queue them up. When the article is out, circle back and just say, “Here you go and the link.” That’s it.
Another way that you can promote content on Twitter is through contentmarketer.io. I mention this when I was talking about the number of links that you want to have within an article, linking out to mentions, linking out to influencers, linking out to just reference content. What contentmarketer.io does is it will scan your article for outbound links, try and find their Twitter account, and then, it will give you a list of every single person that is matched up to places that you’ve lived out to so that you can send them a tweet and say, “Hey, I mentioned you in this article. I’d love it if you give me a share.” Very simple, very to the point. Again, it’s a numbers game. It’s a much better plate numbers game because you’ve mentioned them.. Typically, about 15% to 20% of people that you tweet out will either like the post or they’ll like it and then retweet it so that their followers can all see it.
Another really interesting way to promote your content is if you’re already going after search engine rankings, translate the content. English is a really tiny market throughout the world. Spanish and Mandarin are massive in comparison. Mandarin, especially. All you really have to do is go out to a translating company and say, “Hey, we have this article. It’s already written in English. I want you to translate it into whatever language it may be.” That way, you can effectively double or triple your reach just by translating the article into a different language.
What you want to do if you can is aim at the biggest populations with a higher GDP. That way, if you have a higher ticket product to sell or you’re selling a very particular product that has a high price point, you’re not going after markets like that market that speaks Hindi, in which case, in India, they can’t really afford high-ticket services. They can’t really afford high-ticket prices.
Have your content translated manually by a professional and don’t try and do Google translate. It will epically fail on you. Leverage the same reference link strategy. If you’re going with a manually translated article, ask them to do some research and link out to publications that are in that language in order to get mention shares and extra reach from those people.
The paid aspect of promoting content makes it significantly easier. Quuu.co is an awesome, little website that does social media scheduling. In particular, the way they do it is it’s all about automation. You can add the Buffer account. Your Buffer account will get filled up with content based on what people promote. If you got to Quuu.co/promote, you’ll see their promotion section and you pay anything from nothing to $25 for every single article to reach anywhere from a couple hundred people to tens of thousands of people. Really, all it does is you pay for the promotion that gets shot into someone else’s Buffer account and get sent out. For every article that I promote in this way, I get somewhere around 50 to 100 shares that are very real, and in some cases go out to really big audiences all for the cost of $25. It makes total sense.
Some other ways that you go and promote. Outbrain is a really low-cost pay-per-click network specifically for content. If you want your articles to appear on New York Times and Huffington Post in the advertising section or in the articles you might like section, this is the place to do it. Facebook is also a great place to go. Facebook can be really low cost if your content really hits and resonates with the audience that you’re targeting, the interest audience that you’ve chosen. Boosted posts are great if you want to grow your Facebook page and you want to grow the reach of that page. If you just want to get people into the content because maybe you have a really good call to action there, so you can convert them into an email lead, go for Newsfeed ad.
More recently, Facebook has released instant articles, which will allow you to build Facebook audiences even easier from this method. You probably have to take a look at it yourself. I haven’t delved into it too much. From what I understand, it works really well if your ideal goal is getting people from Facebook into your article and from the article, building a list of interested people to every target. If that’s your aim, it’s going to be super easy for you to use this method to get a hell of a lot more reach and a hell of a lot better of an audience.
Now, into outsourcing. I personally outsource almost all of my content. Anything that shows up on our blog is entirely outsourced. I go to problogger.net for all of my content needs right now. I post a job for $50. I find a job post that already exist that I really like, copy and pasted in. Within about a week, I have 3 to 5 absolutely phenomenal candidates. In most cases, people that have already contributed to entrepreneur.com, Huffington Post, Inked.com and a number of other really great websites. I give them my guidelines, which are basically exactly what I laid out in this webinar for you. I pay them anywhere from $.25 a word to $.50 a word depending on the quality of content, depending on the volume.
If I’m looking at a 5,000-word article, I can’t really get away with paying them $.50 a word, but $.25 a word, they’re usually willing to work with on. The price does lower if you get them on a monthly contract. The guy that I now have for my blog is on a monthly contract, 1 article a week. He’s reduced his price from $1,000 per article down to $900 per article because we’ve got him on for 4 articles per month.
Outsourcing emails, I usually ask my writes to do a text email as well as a tweet that goes out with every article that gets pushed out. That way, it’s really easy to promote it. They’ll usually include it. In some cases, if you want to do a newsletter and you want to keep it really curated, GrowthGeek does have some really good newsletter and gigs available. I believe it’s somewhere around $150 to $200 a month. They’ll send out a weekly newsletter to your audience. If you’re putting new articles twice a week or once a week, this is a great gig to use this, get those 2 articles out in front of your people with a really nice curated message.
The alternative is always Onlinejobs.ph. You can get a pretty good experienced content manager for just under $1,000 a month. They’ll be able to write your content or they’ll be able to write your articles … Sorry, not your articles, your article emails and your tweets. All you have to do is worry about the content from the content writer and then you’re good to go. They can handle scheduling. They’ll handle tweeting out. They’ll handle setting up your social automation and everything else that you need. That’s probably the easiest way to go if you do high-skill content. That’s the way that we use, for the most part, with our clients that go high skills. The ones that have just 1 article a day going out, we use Onlinejobs.ph to help us manage the content scheduling and formatting and keeping everything consisted and QA checked.
Those are the things that outsourcing promotion. Obviously, we talked about a few paid promotion methods, which are really easy to do, but there’s still time that can be tied to that. Onlinejobs.ph is a really great way to hire a content manager and promoter, who can schedule that content, schedule social messages. They can coordinate the paid promotions. They can coordinate contentmarketer.io for you. They can do the outreach. In most cases, you can also get them to learn a bit of SEO. With the SEO learning, they’ll be able to go in there and sort out your on-page optimization, which can always be a little bit of a pain and always a little bit tedious. Most of the guys are a bit technical like that do charge somewhere around $1,000 to $1,500 a month. Not too bad, especially considering they can definitely handle more than one blog at a time. You can always share it between a couple of people.
This webinar also acts pretty good as a training tool if you just needed to get someone up and running really quickly. We walk through basically everything to do with the strategies, so really easy for them to take this and learn. The alternatives are QuickSprout University is absolutely great for this. QuickSprout University goes everything from SEO, PPC to content marketing. Also, DM Labs. If you have subscription there, they have some really good articles around content marketing, some great office hour discussions around content marketing and SEO. Absolutely, a great resource there.
I hope you enjoy that. Definitely reach out to me if you have questions or reach out to me if you have feedback. I’d absolutely appreciate that, but otherwise, thanks for watching.[/fusion_text]