| By :
Derryck Strachan
01. Use a punchy headline that works and promises content in a list format. Also, make sure your headline includes a promise or a series of promises that the reader will receive information that will be of benefit to them. You wanted to read this article because I promised you several things: * That I would show you how to do something you don't already know how to do but that would be useful to you if you learned it * That you would be able to learn this thing in a very short space of time * That, on finishing the article, you wouldn't just be able to do it in an average way, you would be able to excel at it * That I would impart some secret information that you don't already possess * That I am an expert, so increasing your desire to read what I have to say because what I say must therefore have more value than if written by some average Joe * That the content would not be challenging but easy to read because it's a list 02. Provide your content in a list format. People love lists. They're easily digestible with information in bite-sized chunks. They're also easy to write because your content is clearly defined by the topic of the list. For example, if I told you to write a blog about why Twin Peaks is one of the greatest TV shows of the last thirty years you may struggle. If I asked you to list the five greatest things about Twin Peaks you would be able to rattle them off (provided you're aged at least 30 or a serious TV nerd) There are endless types of list you can create. Here are a few * Reasons why each of your USPs is so important (for example, "Seven reasons why you need to focus on consistency in your [insert business] service," "The top 10 reasons why reliability is important to [insert product]") * Top ten things about your sector (with one being directly related to your product or service) * Top ten mistakes people make when shopping for your product or service * Ten best, ten worst * Ten most influential people in your sector (in your city, in your country, in the world) 03. Act like a good SEO copywriter and get your keywords in there As Robert McKee is so fond of pointing out story is structure - use your keywords to provide the structure for your article, the scaffolding around which you build your content. You already have the list to work with, so when you create the headline for each point, use your keywords as a starting point. Like here - I wrote down "SEO copywriter" as the title for point 4 then fleshed it out. Get your main keyword in the title and your main and secondary keywords scattered around the blog or article, especially in places like sub-headers. If it's a blog post then you can use these keywords as the anchor text for links back to the relevant pages on your main site. If it's an article, don't go overboard on the keywords - some article sites reject article with too many keywords. They will also reject article that are overtly promotional or with too many links to your site. Check each article site's guidelines for their submission criteria. 04. Make sure you give out at least one genuinely useful thing Even if your content is largely off the top of your head, make sure you give out at least one genuine insight that you know as an expert in your field. Readers want valuable information that they can take with them although in my experience, blogs have a cumulative effect on both readers and search engines. Success is about the consistent delivery of relevant content over time PLUS dogged promotion of that content through social media, commenting, guest blogs, email marketing and other channels. An individual blog post has to give just enough to get each reader to sign up and stay with you. 05. Split your blog post into two parts Ten points are an awful lot to do in one go - how about making a two-parter or even a series of blogs on the same topic? Make sure that you make some big promises in the first part to get people coming back for more. End of part one. Next time: * One major tip on how you can create a never-ending stream of content, * A template for INSTANT article generation, * Why controversy works * Why TV advertising is a total waste of time and money.
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