The internet is flooded with content. Texts, videos, images — we consume hundreds of pieces of content every day without even noticing it. But, how many of them actually hit the target?
As a business, your primary goal is to get noticed, to get heard. So, if the content you create doesn’t resonate with the audience, you are pouring your money down the drain.
As a self-funded startup targeting a highly competitive SaaS market, we at Chanty learned firsthand how hard it is to build a solid content marketing process from scratch. Yet, we had no choice but to make it work. And so we did.
In this article, we want to share our secret recipe for crafting the content that converts.
So, if you are planning to start a blog or promote your business online, here are the 5 ingredients that can spice up your content and make it work.
Write about what your readers want to read
Creating the content which is relevant to your readers and resonates with them is the key to success. Yet, finding the right topics to cover on your blog is always a challenge.
A good idea would be to start your search at a place your readers go looking for the answers to their questions — Google search. Popular search queries can be a great source of inspiration for your content.
The approach worked out pretty well for us. Namely, it turned out that many people are searching for alternatives to the well-known products. In our case, they were looking for team communication tools to substitute Slack and other popular messengers.
Such queries also clearly had a very high buying intent, so we gave it a shot.
We wrote a series of articles dedicated to the team chat comparison and created several landing pages optimized for “… alternative” keywords. As a result, our website traffic grew threefold while conversions hit 10%.
Takeaway? Don’t write for the sake of writing. Answer to your readers’ questions. Educate them. Offer solutions to their problems.
1 – Create content that earns trust
Customer loyalty begins with trust. No one will buy from a company that doesn’t seem reliable or is being dishonest with its customers. So, you need to establish credibility as a brand through the content you produce and share.
Make sure that your content is well-researched and based on facts, regardless of the topic you cover. Always give proper credit to the data you quote in your articles.
A great way to establish credibility is to create opinion pieces or expert roundups. To start with, you can reach out to the fellow startupers and ask for their comments or participate in such roundups yourself.
For example, our piece on How to get beta testers for a startup turned out to be a legit investment. The experts we included in the roundup were glad to share the piece and spread it across their networks, helping us get the visibility and build trust.
2 – Always add value
What is the main purpose of your content?
To get your website to the first page of Google search? To drive traffic to your website? To make the readers buy your product or service?
If your answer to any of the given questions is “yes,” you are getting the content marketing wrong. It’s all about adding value first.
A generic or boring article won’t help you convert the readers into customers. Neither will it help you rank higher in Google search. Yet, original and insightful content will.
Your content should be filled with real-life evidence, your own hands-on experience, and original insights. Namely, the comparison articles we mentioned earlier wouldn’t bring half of the results if it wasn’t for the original, in-depth (and unbiased) analysis they featured.
For example, in our seven-messenger test drive article, we got to the core of the team chat tools comparison. We didn’t go around singing our praises but conducted thorough research and tried to help our readers make the right choice instead.
The effort paid off well enough. The article spurred the conversation on our blog and had really positive feedback.
Feedback from the grateful readers.
3 – Channel your inner Hemingway
Even the brightest and the most valuable article can get dusty in your blog if it is impossible to read or understand. Of course, using proper grammar and following common style best practices go without saying. However, there are many more things you can do to make your content readable.
First of all, always speak the same language as you readers. Don’t overcrowd your content with unnecessary jargon, buzzwords or scientism in attempt to sound smart or trendy. Breaking the text into smaller paragraphs, using bullet lists, quotes or subheaders will make your articles easier to read.
You can also use some graphics here and there to liven up your articles. Adding a dash of humor never hurt nobody either!
Combo: an image we used in our article which is both funny and meaningful in terms of the article content.
4 – Spread the word
Once you create the perfect piece of content, it’s time to share it like mad. And by “share” I don’t mean just social networks. There are many ways to spread your content across all marketing channels. One of the best ways to accomplish this, is through the use of automated marketing tools. Many platforms will work with manual outreach and promotion, but this can add up to a lot of time-wasted, when plenty of automated options exist.
Guest posting is one of them. Getting your content posted on other resources with a bigger audience and higher credibility is a proven strategy for earning valuable backlinks as well as establishing credibility and growing your audience.
Featuring articles on such reputable resources as Hubspot, Entrepreneur, Foundr, Search Engine Journal, SemRush, Marketo, etc. was quite a journey for us as well. Yet, putting our name in front of millions of readers was definitely worth the effort.
On the other hand, if you accept guest posts, you can expect your contributors to share the articles with their network and get you some extra visibility on social media (as well as a good deal of traffic).
5 – Don’t be overly promotional
There’s nothing more frustrating than heading to the corporate blog, tempted with a promising title, just to see another ad in a shiny wrapper. Even if you choose to promote your product or service, avoid sounding too salesy at any cost. Educate your readers rather than try to bluntly sell your product.
Brand loyalty and trust can win you more revenue down the road than a one-time sale.
As you can see, there’s no magic involved in creating the content that drives results. The recipe is simple: a cup of value and original insights, a tablespoon of credibility, and a dash of humor.
Yet, there is one secret ingredient that can make any article even better. It’s the value, the genuine desire to be useful to your readers. Only the content with a clear value will reach its target and bring the expected results.
What’s your strategy for creating the content that converts? Share your hacks in the comments.
Author bio: Olga Mykhoparkina is a Chief Marketing Officer at Chanty a simple AI-powered business messenger and a single notification center. This powerful and free Slack alternative is aimed to increase team productivity and improve communication at work. Having a 9-year experience in digital marketing field, Olga is responsible for Chanty’s online presence strategy, managing an amazing team of marketing experts and getting things done to change the way teams communicate and collaborate. Follow Olga on Twitter or feel free to connect on LinkedIn.
1 of My Secrets to Being Kinda Prolific
I have written hundreds of guest posts for this blog.
I have written about 1000 on Blogging From Paradise between posts and travel pages.
A few moments ago I checked my DA for a sponsored post opportunity. The business owner wanted to know blog domain authority before deciding to place a sponsored post on the blog.
Blogging From Paradise has a DA of 48 and 22,457 external links in.
Not super shabby.
I am kinda prolific.
If you want to publish helpful content frequently, just run with my most basic of tips.
Do not wait around for folks to read your content, comment on your content and share your content before writing your next blog post or guest post.
Do not wait to create.
Do Not Wait to Create
The old me – and most bloggers – became highly attached to any single piece of content I created because I feared the content would not register enough shares, comments, page views and sales. Fear drove me to share this piece of content in many places to boost my stats. All well and good but because fear drove me, I resisted my prolific nature, allowing worry and lack to goad me to do stuff that led to me being the farthest thing from prolific.
Eventually, I observed how bloggers who seemed to be in 10,000,000 places at once simply prolifically created a high volume of helpful blog posts, guest posts and videos. Success found these folks because they did not wait around for readers to check out their blog posts. Said bloggers moved on to writing and publishing their next blog post.
Acting abundantly – not allowing their fears to eat into their prolific nature – promoted these blogger’s success as they created generously, publishing a high volume of content across multiple platforms.
I finally learned of this secret and used it effectively when I chose NOT to wait to create.
Now I publish 3 posts daily on Blogging From Paradise. I also publish the odd guest post from time to time. My success accelerated and my online presence expanded when I decided not to get attached much at all to any one blog post, because the next blog post called me.
No sense waiting around for folks to read my stuff because they simply will read at their own leisure. My job is to keep creating helpful content to help readers build successful blogs. As I move in this direction, everything keeps expanding for me.
All because I chose not to wait to create.
Being Prolific Impacts Folks
Peep this tweet from my friend Corey Hinde of The Good Oil Marketing:
awesome!! Congrats Ryan – one of the hardest working bloggers on the planet you are!!
— CoreyHinde-GoodOil (@thecorsta) July 16, 2018
I am humbled by such kind words from an established, super successful internet marketer. This is pretty much what happens when you are prolific; you impact folks in a positive way, and you also expand your reach and help more folks, all because you refuse to hold back.
Tips to Be Prolific
- Blog mainly for the fun of blogging
- Nudge yourself out of your comfort zone daily
- Surround yourself with prolific bloggers to feast on their creative energy
- Do not wait to create
- Beware getting attached to any one piece of content; promote posts freely across a wide range of channels but look toward the next blog post, guest post or video to create, in order to become incredibly prolific.
Guys; this journey gets a little uncomfortable at times but if you love fun and freedom more than you fear doing some uncomfortable things you will become a highly prolific blogger.
How to Get Your Blogging Mojo Going if You Feel Hopelessly Stuck
I lose blogging momentum sometimes.
You may be in the same boat, being human and all.
But if you regularly find yourself saying “I need to get serious about building my blog” over the course of years it is time to own this fact: you need to get your blogging mojo going before you become permanently stuck in a blogging rut.
I was rut-stuck here and there for many years, on and off. Maybe I didn’t quit blogging totally but I’d start blogging, then stop, and continue this process for weeks on end. Not good.
You can find your blogging mojo and get unstuck by following these blogging tips.
1: Pick a Dream that Makes You Feel Alive
I am led by my dreams, not pushed by problems, because I picked a big old dream a while back. I wanted to circle the globe. Bingo!
Since I wanted to travel the world more than I feared doing uncomfortable, blogging-building things, I built a rocking blog and kept on moving, keeping my blogging mojo going.
What is your dream? Figure it out. Hold it tight.
If you need inspiration watch my video from New Zealand. I filmed this one at Mount Cook a few months ago.
2: Feel Fears Fueling Your Struggles
Some folks believe they lack motivation to blog. Others feel they are lazy. But at the end of the day, if you are not acting, you are afraid of something or someone.
Laziness is fear manifest. So find your fears, by shutting a door and sitting in a quiet room, and if you feel the deep fears you purge the energies and proceed from an inspired, loving, persistent, energized space.
I kept putting off writing an eBook for many years. Turns out I was not lazy; I just feared nobody would buy the eBook because I saw myself as a loser who knew little. I also feared people would criticize me. But I went forward and wrote my first eBook to get out of my fear-rut and to keep on moving.
Some of my eBooks do not sell as much as others and people sometimes post negative reviews of my eBooks but since I do not fear these outcomes, neither have any power over me. I just keep expanding my success, helping folks and befriending blogging pros because I move forward, unburdened by many blogging fears I faced, embraced and released.
3: Study Persistently Energized Bloggers
I am no Tony Robbins but blog persistently from an energized space.
Each day I:
- do 1 hour of deep yin yoga
- exercise for 1 hour
- usually take an icy cold shower
- focus on having fun with my blog versus attaching to money or traffic outcomes
I have written thousands of guest posts, over 10,000 blog posts (old and new blogs combined) and I have also written over 100 eBooks. Toss in the thousands of videos I created over many YouTube channels (since closed) and you see I am a pretty prolific dude. An energized, prolific dude at that.
You’d be wise to see how I go about my energy ritual daily to take a few pointers. Consider deep yin yoga to open up your body, to open your mind and to form the habit of being comfortable with being uncomfortable. Maybe meditating daily opens your awareness. Exercise is definitely a must, every single day.
Circulating your energy freely moves you from being fear-based, lazy and sluggish to being love-based, energized and prolific. I was once pretty dang lazy before I dove deep into energy work.
Wrapping it Up
Keep at it guys. I know this blogging journey feels scary sometimes but if you grab the right blogging resources and follow the above tips you will avoid common blogging ruts that appear to cripple most bloggers.
1 Clever Way to Find Blogs for Reading and Commenting
Have you missed me?
I dove full bore into promoting my eBook through blog commenting a number of months back. Toss in a prolific blogging campaign over at Blogging From Paradise and some serious video creation and you see I am a busy bee.
A few days ago I uncovered an incredibly neat and pretty clever way to drive traffic to your blog through blog commenting, via a neat method of finding new blogs for your collection.
Do you feel stagnant, blog-reading-wise?
I did. For a minute.
Turns out I dug deep into my blogging comfort zone for too many years, reading and commenting on the same blogs week after week, month after month.
If you know anything about successful blogging you likely know that all blogging growth occurs well outside of your comfort zone. So I had to venture out of the familiar by finding new blogs in both the blogging and travel blogging niches because my readers gravitate to both.
Enter a cool method for identifying new blogs for reading and commenting.
Google Image Search
The other day a neat little idea knocked on my mind’s door; why not use a Google image search to find blogs in my niches?
5 minutes later I literally had an unlimited number of blogs for enjoying, commenting and for connecting with fellow bloggers.
The method is simple. Google a competitive keyword in your niche. Example; I Googled “blogging” to start my search.
I then clicked on the “image” link by the top of the page. A series of images popped up related to that keyword.
Some images link to business sites but for the “blogging” keyword, most images linked to well-read, reputable blogs. Perfect.
Blog by blog, I slowly worked through each image, clinking on the blog post URL related to each picture. After reading each post I published a personalized comment and retweeted every blog post, adding the #blogging hashtag for increased targeting on Twitter.
Why this Strategy Is So Powerful
I – like you – have run into stagnant blogging circles on social media and through forums. Even if new bloggers join sites like Facebook and G Plus daily you cannot access and unlimited number of new blogs on a daily basis through either channel once you become an established blogger.
This is not the case with a Google Image search because the sheer volume of new blogs – for competitive keywords – yielded through such a search boggles the mind. Even better? Ranking high for an image search usually indicates a high quality blog for reading, for commenting and for building friendships with top shelf bloggers.
Some of these blogs linked to images are low quality offerings. Resist the urge to grab and scarf down rotten blogging low hanging fruit. Stick to quality blogs.
Some images point to business sites. I found this to be especially true when Googling major cities and islands around the world to find new travel bloggers. A high volume of images found during a search linked to tour operator sites. Sifting through tour sites or local chamber of commerce sites to find legit travel blogs requires a significant amount of time and energy.
Spending the time and energy to find new blogs is worth the effort but if you find some keyword image searches seem dominated by business sites – not blogs – feel free to try another keyword that may be linked to predominantly blogs for an image search on Google.
I only dove into this traffic driving strategy a few weeks ago but I noted new bloggers finding me daily through this approach.
If you are stagnating in familiar blogging circles commit 100% to this Google image search method. Reach out to new bloggers, build brand awareness and drive traffic through an easy to follow tactic.
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