A few weeks ago, I spoke right here in Austin,
Texas live at a social media bootcamp hosted by Jessica Campos. My session was all about
how to build online authority with five content types.
In today’s YouTube video, I want to recap with you how to build your online authority
and give you a sneak peek at how this event went. Let’s get into it.
Okay. So the five types of content I spoke about live at Jessica’s bootcamp were these.
First, blogging. Secondly, your website content – your homepage, your about page. Thirdly,
your email content. Fourth, social media. And finally, list building content – your
ebooks, your lead magnets, your case studies. So how do these content types build online
authority and grow your business? How can you use them to make revenue and new customers
come in your door online? Well, that’s what I talked about live at the event.
Jessica Campos was the event host. She put together this entire bootcamp and did an amazing
job. She had 50 seats to fill and she brought more than 50 people to this event, and it
happened at the Capital Factory which is honestly a dream venue I’ve always wanted to speak
at. It is a hot spot in downtown Austin for tech nerds, entrepreneurs, startups, even
marketing executives work in that area. So it was an honor to accept Jessica’s invitation
and go speak at her bootcamp. The event went really well. Jessica spoke
first about holistic social media marketing, we had a lunch break, and then I was up for
the afternoon session. So Jessica left the topic entirely up to me, and speaking on these
five content types is something I’ve actually wanted to do for a while. Because when it
comes down to it, content marketing, online authority, being at the top in your industry,
being relevant to your customers, all that comes down to the type of content you create
and how you create it when you’re mapping growth back to the content you produce, and
I bet not a single marketer out there among you wants to see your content fall flat, right?
So it’s important to get strategic with our content.
So the first type of content I talked about was blogging and as you all know by now, blogging
is one of my primary content marketing methods. I have a case study coming out in a couple
weeks about how we’ve been able to achieve 90,000 monthly visitors completely through
our blog. And those 90,000 visitors come in through more than 21,000 organic SEO rankings
we’ve been able to achieve through our blog. So blogging is way more than just a personal
diary online. Brands and marketers should be using this avenue to put relevant content
consistently in front of the right audience. So how do you blog in a way that brings actual
results? Well at the event I talked about goal mapping, and this is something I’ve talked
about in another blog as well which I’ll link to in the description, so go check that out.
Basically, you should have two goals in your blogging strategy. So number one, SEO, rankings,
traffic, all this inbound traffic happens whenever you really position your blog well
in Google. So, do your keyword research, create comprehensive content. Studies show that the
top shared, top ranked Google is anywhere from 1,900 words and more per post.
The other goal you should have should be something to balance out that long-form stuff. So the
other goal should be more brand awareness, sharing events that have happened in your
company or that you went to or hosted, and then news – stories about launches you’re
doing, product updates. You can even do customer or team stories.
So once you have these goals, how do you write a blog that really engages a reader? So it
all comes down to creating scannable content that’s easy to read, good formatting, a great
headline and then amazing content. So John Morrow is one of the top read, top shared,
highest-earning bloggers probably in the world. Check out one of his blogs called, “How to
Become a Freelance Writer and Get Paid $200-$1000 per Post.” So look at how this blog starts
out. It starts off with a story. “Imagine you re sitting in a lounge chair
on the beach, staring out over the glittering sea, the ocean breeze ruffling your hair,
listening to the slow, steady rhythm of the waves.
It s peaceful. Perfect for thinking. And so you do, scribbling down your thoughts
with one hand and drinking a martini with the other.
You re a freelance writer. You get paid to write…”
Isn’t amazing? And that’s something relatable to the target market, freelance writers, which
dream of that scenario whenever they’re starting out in that path.
So that’s a great way to open a blog. Tell a story that’s relatable to your end audience
and paint a dream scenario. Then John Morrow goes into industry statistics… this is a
$412 billion opportunity for writers, and then he says that’s not a typo and he gives
you exactly where he got that from. The rest of the blog is 3,000 words of value,
structured with subheaders, main points, sub points, and then of course a ton of facts.
So this, honestly, is how to structure a great blog.
So when it comes to blogging, the quality of the copy itself – the stories you tell,
the facts you bring up, the research, is all very important to getting that blog way up
there in Google and way up there with your readers. And if you need guidance with this
kind of thing, I do have an SEO writing course where I teach step by step how to write and
structure a great blog. So I also talked about headlines in my session.
Headlines really matter. You want to create something that’s great, that’s going to get
clicks, that’s going to get people interested, but you want to completely avoid clickbait.
So, how do you do this? The answer is in accuracy of the topic to the content in the blog. So
don’t ever create a headline that’s just not accurate because then your bounce rate will
skyrocket. You don’t want people clicking on that blog, not reading what they wanted
to read and just leaving your site. Here’s a few really good headline starters
that have been proven to get more clicks, more reads and more shares. BuzzSumo did a
study of over 50,000 articles and these starters worked really well: The future of… How to
use… Need to… How to create… and so on.
It’s also really important to have stages for your blog creation. So ideation – your
ideas, that should be one whole stage. I devote a day just for coming up with new ideas and
I call it brainstorming day. So make sure that you devote time just for having those
great ideas. And sometimes that can happen not when you’re at the office or at your desk.
It could happen when you’re on a walk, when you’re out getting coffee with a friend, driving
down one of your favorite roads, on a hike, etc.
Okay. So the second type of content are your web pages. This is so important to see more
success happen from your overall content presence, so make sure you get your web pages right.
Create a web page around one topic. If you have multiple topics, create multiple pages.
Word count should be anywhere from 400 to 1200. Don’t go too long, but don’t be thin
and too short too. Your formatting needs to be really good, so H2s, H3s… kind of like
you would do with a blog. Use that style for a good web page.
Here’s a really good example from Dropbox. You can see a clear header topic here. The
URL also reflects the topic, https://www.dropbox.com/security. This page is almost 800 words but it’s not
boring and it’s not long-winded. It’s valuable, it’s useful, it’s comprehensive.
Okay. Our third type of content was email. Consistent email marketing is one of the number
one ways in the world to grow a community around your content. The more regular and
consistent you are with great content sent to your list, the more people will want to
come back for you, read, digest your stuff and even buy your services.
So send email campaigns for new content that you publish. If you have a new blog coming
out, you need to send that to your list, give them that piece of content.
Events: whether you’re hosting these, they’re in person, they’re live, send out an email
about that event, product or service launches or updates and less often your sales emails,
your pitches. So if you get the pitching thing wrong and
you send a sales offer too frequently to your list, you’re going to get a ton of unsubscribers
and pissed off people. So avoid going there. And the rule of thumb that I shared in Jessica’s
session was 3 to 1. So for every sales pitch, you need to send a minimum of 3 valuable pieces
of content first. Here’s a few examples of really good email
headlines. Ramit @ GrowthLab says, “Heads up – I’m hosting a live event tomorrow night.”
Very clear, specific and it’s warm and inviting. For new content, you can reframe your blog
topic into a headline. For example, Jeff Bullas used a question, “Is this the reason your
sales have slumped?” The answer, of course you have to open this email and click on and
read his blog. For sales emails, try to be really specific
to the offer and then talk about a deadline. So be time sensitive in the headline.
Okay. So moving on to social media type of content number four. I refer back to my host,
Jessica Campos, for a lot of her social media holistic practices that she shared in session
one. She was phenomenal. She shared some great stuff. So I focused on the copy. In your social
media copy, be brief. I have seen long-form content work well, sometimes on Instagram,
so you can play around with Instagram captions and Linkedin content, but on Twitter and in
general with videos, images, keep your copy short and to the point. Emojis work well in
copy. And don’t forget, video is almost just as important as the copy in social media content,
so think about creating videos. I also shared the importance of authenticity
on social media. I think more and more in today’s world, people are looking for that
authentic brand, that authentic marketer sharing their real thoughts about the industry that
they’re in. That’s going to pull in your audience towards you if you can speak their pain points
back to them with a solution or a really good thought that resonates in their heart.
So Chris Kubby is a great example of what I mean by this. He’s always sharing original
stuff that just resonates with his audience in a big way, myself as well, I’m a marketer.
He is phenomenal. So go check him out on Instagram and Twitter as an example of authenticity
in your social media content. And I shared three keys to great social media
copy – basically time, space and knowledge. You need time to craft really good content
for social media. You also need space. You can’t just pump all this stuff out. You know,
in a day or two, you have to give your mind space or even delegate to a writer that can
help you, and you need to have that knowledge of your target market, what are their pain
points, so you can speak to them in a way that resonates.
Finally, our last type of content was list builders – the underestimated content format
that really builds momentum. So there are really three types when it comes to the list
builder – you have your case studies and whitepapers, you have your free ebooks also called lead
magnets, and lastly you have your shorter more digestible resources, templates, cheat
sheets, content upgrades. So I shared this example of a really good
case study that worked, brought in a lot of our ideal clients. It was a case study on
a specific client where we actually uncovered keywords that SEO software didn’t have. We
wrote content for those keywords, they ranked in the top of Google and they did really well.
So this client was super happy, and it was okay, giving us the data we needed to frame
a really good case study. He loved our work. So this is a great example of a case study
that works – a real-life client story where someone is really happy with the work you
did. Ebooks can also work tremendously well to
grow your authority online, build your list. Remember with ebooks, the topic needs to be
hyper relevant to your audience to get them interested in downloading and giving you their
email address which is honestly harder to earn than ever in a world where content is
in abundance. Don’t publish anything crappy. If content is going to work, it needs to have
quality. Don’t insult your readers. So the last type of list builder material
is content upgrades, cheat sheets, templates. One of my favorite ways to grow or list these
days is through a content upgrade. And this is actually a newer term that Brian Dean of
Backlinko coined just a few years ago. And what it is is you’re basically taking a blog
post that did really well or that you think is going to do really well, and it must be
comprehensive in order to be able to do this, so take that topic and then create an ebook
out of the topic that gives your reader more information. So the goal is, once they read
your blog and they love what they read, they resonate with that, they learn a few things,
they’re going to want to download your ebook which has more to say on the topic. It’s a
content upgrade. So here’s an example of how we did this for
a blog post called, “How to Write SEO Content That Ranks in Google: The Essential Guide
to Great SEO Content Writing.” So our content upgrade was a free ebook showing step by step
how to frame SEO content and optimize it with your keywords. So you’re going to give this
away through email. You do have a lot of things to create with something like this – a blog
post, a PDF that you have to write and design, a page on your website so people can download
the PDF, and then an email campaign to hook up that page and PDF, and we use ConvertKit.
By setting up just three to four of these, so that’s three to four blogs with content
upgrades that are relevant to the topic inside of them, we’re growing organically by 10 to
12 subscribers every day. So with that point, I ended in my session
at Jessica’s social media bootcamp and it definitely was a hit. I heard from people
afterwards how much it helped them, especially the statistics that I shared at the beginning
on the ROA of advertising which is crazy low. It went from 11.8 down to 0.6, and I got that
from Amanda Bond who is awesome at Facebook advertising, and created a report last December
on the state of Facebook ads. My Friday speaking experience was amazing.
I am so grateful to Jessica for giving me this opportunity to speak to an audience that
she worked really hard to build. She has been speaking for ever, hosting events like these
all the time, so it was great to be at her side and watch an expert work her magic.
I hope you enjoyed today’s recap and you got a couple of things out of this for how to
build your authority online. As always, if you have any questions let me
know in the comment, and I hope you’ll subscribe, and I can see you back here for my next YouTube