When it comes to getting content up on your site, I want to provide a very basic outline. It’s exactly what I personally do for my sites.
However, I understand that I’ve been doing this for a long time, and you might want even more resources to reference. Therefore, any outside resources I feel are useful and go hand and hand with this material, I will reference in these lessons for you. In the future, there may be extra lessons added as well.
The previous lesson, along with any resources mentioned in this module is really all you need to get started.
This is obviously not a course on how to be a better writer, or a course that will go in depth into copywriting techniques. But these are areas that I would encourage you to also pursue.
What I want to do in this module is give a clear outline on how to get content up on your site, and share resources that have personally helped me do this.
If there was a Step 0, it would be to complete Module 4.
If this is your second time through the course, make sure you have done proper keyword research. You want to gather at least 50 good keywords for your business before getting started.
Reference your keyword spreadsheet or whatever type of format you used to store your keywords in.
For our example website, I will be referencing these keywords throughout this module. When these pages actually get produced and published, links will be included.
KD = Keyword Difficulty in Ahrefs
SV = Monthly Search Volume in Ahrefs
When it comes to producing content for your website, what you don’t want to do is pick a keyword, and open up a blank text document, and start writing off the top of your head. That strategy doesn’t work.
What you want to do is assign a content type and format to your keywords (when possible).
Referencing back to our lesson on Site Architecture, you’re either going to have a Tier 2 Hub Page, or a Tier 3 Blog Post. That will be the type of content you’re producing.
For example, the keyword “Cigar Lighters” should be a Tier 2 Hub Page.
The keyword “Acid Kuba Kuba” should be a Tier 3 Blog Post stored in our blog under a category called Cigar Reviews.
Before you produce content for a given keyword, you should have an idea of what content type the keyword best suits.
Next, you want to assign a format to your keyword.
Here are some common content formats:
There are other formats as well such as a “List Post”, a “Versus Post”, and a “News and Update Post” which you may want to incorporate into your content plan.
A “List Post” and a “Versus Post” are basically just variations of “Best X for Y” and “Review” formats. When we review the template ideas for these formats, you will be able to see how similar they are.
Depending on your niche, there might be other formats that work well with your keywords. Keep in mind, you also might have keywords that simply don’t work well with any pre-assigned format. That’s totally okay.
At this stage you have a keyword, you’ve assigned it a content type and format, and you’re ready to plan and start writing.
Some really easy advice that works is to simply Google your keyword, research the pages that rank in the top 10 on Google, and create a better piece of content.
How do you make something better?
Make it More Thorough
Longer is not necessarily better.
However what you will find for some keywords, is that a few of the ranking pieces of content cover some aspects of the keyword, while some other pages mention other important things.
You can often research the top 10 results of a keyword and produce an outline that covers the topic much more thoroughly.
Update it With Newer Information
There is a lot of content that ranks well, but is not totally up to date.
If you can produce content that takes what is ranking to the next level in terms of new updated information, you're on the right track to producing better information.
Instead of just researching the top 10 Google rankings for a keyword, go out and do more research. Searching in a forum is a good way to get real answers to various questions which many ranking articles just don't include. You can go to YouTube and see if there's a video on the keyword as well.
Incorporate Your Unique Voice and Style
Your unique voice and persona can often be used to create a piece of content that is better suited for your avatar (ideal customer).
This is how you create unique and original content.
For example, when I write an article for the keyword “How to Cut a Cigar”, at the end of the day, the general information will be very similar to other how-to articles about this topic. I’m not going to invent a new way to cut a cigar.
But, there may not be a super thorough guide on the internet which covers every single way to cut a cigar, told from a beginner smoker who shares a funny story about cutting a cigar when he met his future father in law.
That’s how you make something better. Go deeper and put your own unique spin on it.
In order to do this efficiently, you will want to use templates for some of your content formats when appropriate.
In the next lesson, we’re going to cover how to write your intros, headlines, and review some template examples you can use for inspiration.
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