creating killer blog content that builds your business can be fast & easy
DESCRIPTION
Sure, there are plenty of places you can get free or nearly free content. But if you’re using your blog to market yourself and your business, crappy articles and a constant parade of guest posts are going to hurt far more than they help. This WordCamp Raleigh presentation talked about how to quickly and easily create compelling, quality content that turns prospects into customers and clients. We’ll cover how to write titles that “had them at hello,” painless ways to write posts that highlight your expertise, and even a few secrets from the copywriting world that get visitors' attention and keep them coming back for more.TRANSCRIPT
Creating Fast, Business-Building Content for Your Blog
Tracy NeedhamCopywriter & Marketing Coach
Compelling Communications, LLC
@TracyNeedhamwww.compellingmarketingblog.com
Lots of Ways to Get FAST Content…
• Free article sites• Guest bloggers• RSS feeds• Link round-ups
Caution
• Paying cheap freelancers• Private label article packsNo-Go
Blog Content Can Help Build Your Business By…
Know, Like & Trust (KLT) Factor
68% of people said they'd be more likely to trust a company if the
message is coming from “a person like me”
More Specifically…Attracting More Prospects
Use your blog by…Promoting posts on social networks
Including keywords to attract search engine traffic
Re-publishing posts on article sites
Referring to blog posts that answer someone’s question in a forum
More Specifically…Turning Prospects into Clients/Customers
Blogs help by…Creating a rapport with them—so you’re
“like them” Becoming a resource & demonstrating
your expertiseBuilding a relationship time—esp. getting
subscribers
More Specifically…Turning Prospects into Clients/Customers
Blogs help by…
Communicating the full value of what you
do
Setting you apart from the pack
Zapping objections and answering
questions
More Specifically…Creating More Content
Combine posts into ebook format to create…
• Free reports to give away as bonuses, attract subscribers
• Create information products to sell—can easily add audio, checklists, etc.
More Specifically…Creating More Content
Blog out content for books and products you
know you want to create
David Meerman Scott, The New Rules of Marketing & PR
Elements of Killer Content
How-To
Resources
Personalit
y
Personality Counts…
Give opinions Make comments as
(asides) Include stories and
mentions of your life
Create videos
But above all…be REAL.
Photo source: Thomas Hawk on Flickr Creative Commons Attribution Share-Alike 2.0 Generic license
Ideas for Good, Fast Business-Building Content
Questions prospects & clients frequently ask Problem you resolved for someone Favorites & resources Quick book review or summary Recap meeting or workshop attended
Ideas for Good, Fast Business-Building Content
Comments on other blogs & forum posts Pieces of other content you’ve already
created Your thoughts on a Twitter trending topic Audio recordings Borrow a You Tube video
My Favorite Blog Post
You Tube Video: The Vendor Client Relationship
Attracted 1,500+ visitors & post mentioned in a
Marketing Sherpa email newsletter
Hate to Write?
• Free conference lines• Audacity• Hire a transcriber
from Odesk, etc• Google Voice
Photo Source: Ana Santos on Flickr Attribution NoDerivs 2.0 Generic Creative Commons License
What About Promoting Your Biz?
95%
5%
EducationalPromotional
Other Must-Have Content for Your Blog
About Me pageServices/Products page or link toFree report for subscribingContact information
3 Tips from the Copywriting World for
More Compelling Content
1. Have Them at HelloAsk a questionMake it problem-orientedAddress a specific audienceImply there’s a specific solution to pique
their curiosity – Use “These” Use numbers
Killer Blog Titles
For ideas…
•Flip through a magazine--National Enquirer, Cosmo
•Visit sites such as HuffingtonPost.com
•Tried-and-true template such as… “how to….” “# of ways/steps/secrets”
Remember…
You’re writing for humans…not spiders!
2. Speak Their Language
• The words THEY would use themselves• Keeping in mind what’s most important to
THEM• Stories they can relate to• Familiar metaphors and references• Let them speak for themselves
That Means NO… Geek speak Professional jargon Consultantese Expert speak Unidentified Flying Acronyms
3. Use Words that Tap Emotions•Emotions may play a bigger role than we
think in EVERY decision we make.
•Group of people w/brain injuries just to areas responsible for emotions. Everything else normal. But could never make decision—even about something like what to eat.
16 Dominant Emotions to Trigger Powerful Copy!
1.Anger2.Betrayal3.Revenge4.Fear5.Frustration6.Greed7.Happiness8.Hope
9. Love/Caring10. Passion11. Relaxation12. Sadness13. Security14. Shame15. Powerlessness
16. Urgency
Today, We Covered…
•13 ways blog content can help attract and convert more prospects to clients and customers
•The 3 essential elements of killer content
•10 ways to create good, relatively fast content
•3 key tips from sales copywriting to make your blog writing more effective
Questions? Contact Me…
Tracy NeedhamCopywriter & Marketing CoachCompelling Communications, LLC919.829.1539tracy@compellingcomm.comwww.compellingcomm.comwww.compellingmarketingblog.com
@TracyNeedham