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Search Engine Optimisation (SEO)

Content Marketing

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Why is Content Marketing Important?

Content marketing is a strategic marketing approach focussed on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action. - Content Marketing Institute

1. Consistently is key.

You need to create your content consistently; for example, once a week or once a month.

2. Need to understand your customers problems.

You need to understand your reader, their problems and what part of the buying journey they are at:

  • Window shopper
  • Help me – looking for a solution
  • Inform me
  • Persuade me – they know about competitors
  • Show me

3. Make your content marketing strategic.

Your content should be produced around your keywords. Use tools such as Ubersuggest to find the best keywords.

4. Publish content on other people’s blogs

If you understand who your target audience is and where they hang out, you can publish content, not just on your own blog, but in the places they hang out. For example – on other people’s blogs. Find your own shortcut to sites that already have traffic.

Find ideas for your content

  • Focus content around your keywords (start by targeting keywords under 1000 visits for easier wins)
  • If your site is new – check out your competition’s top keywords & and what content is ranking highly (See: Spyfu or Ubersuggest)
  • If your site is established – check out what keywords are working  (see: Ubersuggest)
  • Also check out on Ubersuggest the Content Report – put in a keyword and see what posts are already doing well (you can create similar posts, but better!).
  • Also get ideas from BuzzSumo – put in keywords to see what posts are being shared the most

Write quality content

  • Content should be in depth (1000s of words) – quality & quantity
  • It should educate the reader; be useful
  • It should be long form content (for example, an ULTIMATE guide to something)
  • It should contain accurate data & insights, cite sources, linking internally & externally
  • It should satisfy a need or a want
  • It should use ACTIVE (not passive) voice (eg you stole the book, NOT, the book was stolen)
  • Keep sentences & paragraphs short (2 to 3 sentences)
  • Use simple words
  • Wrap things up with a CONCLUSION
  • Start with a personal story and use the words “you” and “I” within your blog posts
  • End with the question

Types of content

  • List Posts
  • Infographics
  • Interviews
  • Videos
  • Podcasts
  • Webinars
  • Checklists

Neil Patel’s 10 Commandments of Content Marketing

Neil recommends you follow these 10 steps to produce content that gets traffic.

1. Word Count:

For example 2500 words x 3 times a week

2. Tone:

Write for your target audience for example – be positive & motivational.

3. Introduction Framework:

  • First sentence has to have a purpose
  • Ask the reader a question in the intro
  • Keep in simple
  • Pre-sale announcements (for launches)

4. Triggered Section:

  • The main problem in the middle of the text
  • Show the problem + the solution

5. Solution:

Give the solution – backed up with data, product or service

6. Subtle Intent:

Your offering given subtle

7. Business Wins:

Wins you have had or other business have had

8. Internal Links:

Heavily link within your site (good for Google and site visitors)

9. Personalisation:

Add your own stories and opinions

10. Source Material:

Cite all references

For more tips see: 10 Commandments

Use Google Voice to Quickly Generate your Content

If you are working in Google Docs – you can click on GOOGLE VOICE from the dropdown and the just start speaking your content and it will be typed for you.

Repurpose your Content

Once you have written your content you can repurpose it on other platforms such as Medium, Tumblr, LinkedIn, and even Facebook.

These are all platforms where you can repurpose your content.

Ask People to come back to your blog

By using tools like Hello Bar, you can easily collect emails and send out a blast every time you have a new post. And tools like Subscribers will allow you to build a push notification list.

Don’t start a blog without building an email list or push notification list. You’ll find that people who opt-in to them are much more likely to convert into customers.

For more tips see: Neil Patel’s Rulebook


Resources from Neil Patel:

Market Research Data Sources Write Supercharged Content 20 Content Marketing Rules Content Creation Templates 10 Commandments Editing Checklist Step by Step Guide to Editing









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