Creating the Content

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Creating Content
Creating Content

The content on your site is the biggest determining factor on whether or not it will be successful. The more content that you have means that the search engines have more pages that they can index and more ways for people to find your site.

But that doesn’t mean to add content to your site just for the sake of adding more pages for the search engines to find. You need high quality content that is meant for people, not search engines, and content that will turn visitors into buyers.

That’s what we’ll cover in this section, but before we get to that, there are a couple of things that I want to touch on first. The first being the difference between a “post” and a “page” in WordPress and the essential pages that every website needs to have.

Adding content into your new WordPress site is relatively easy and is much like using word processing software.

When it comes to adding content to your WordPress site, there are two ways of doing it, as a “post” or as a “page”.

WordPress “Pages” are used for any static web pages, like an about us page or a contact page and the other types of pages outlined in the “Essential Pages” section of this guide.

All of your articles should be created as “Posts”. A WordPress post can have comments on them, you can categorize them, and are what appear in your RSS feed. We’ll go over how I create my articles for the greatest SEO impact in the “Writing the Content” section.

Whenever you set up a new site, the absolute first thing you should do is create privacy policy/terms-of-use, contact us and sitemap pages.

It’s really important that you include a Privacy Policy and Terms of Use pages on your site.

“NOTE: If you plan on having affiliate links on your site, it’s extremely important that you also create a “Disclaimer” page that discloses that you may or may not receive commissions from sales made by products linked to in your site. This is to comply with FTC regulations in the United States.
Even if your business or website is not located in the US, but you plan to target US customers, it’s highly recommend that you include the “Disclaimer” page.”

Be sure to include a way for visitors to be able to contact you.

For the Contact Page I use the Contact Form 7 Plugin which makes it really easy to set up an email contact form on your site.

There are two different sitemaps that I setup for all of my sites, a HTML sitemap page that is more for visitors of the site and XML sitemaps that are only used by the search engines.

Be sure to add your XML sitemaps to your Google and Bing Webmaster Tools accounts.

Now that we have the basic structure of our site setup and we have created the “Essential Pages” it’s now time to concentrate on the most important part of our site, the content.

I would highly recommend that you have a minimum of 10-20 articles (with each article targeting a keyword that you discovered in the keywords research section) written in advance. You should also aim for of an article length of 800+ words per article

It’s important that your content is “good” – everybody and their mother says that. But nobody really spells out what “good” content is.

There are four things that I consider “good” content:

1. Content that converts visitors to buyers. I know too many people that have amazing sites that look great and are “well-written” and make no money. There are “emotional buttons” we need to push in order to move people through the sales funnel.
2. Content that is formatted for SEO effectiveness. This is NOT as big of a deal as it used to be, but still is important and is covered in detail in the On-Page SEO and Best Practices section of this guide.
3. Content that is organized wisely, so that both people and the search engines can find similar material.
4. Content that is easily shareable. Strive for content that people will want to share with others. A great way to do this is with list type content and with infographics. Example would be something like “10 Best…”, “How to…”, “6 Simple Tips to…”, etc.

When it comes to writing good content, I want you to always put yourself in the buyer’s shoes and ask what information they need to know in order to make a decision. They’re going on a journey, from having a problem, to building trust in you, to recognizing that the product can be a solution for them. This is going to be a little different for each article and niche, but this formula should work decently no matter what you write.

It doesn’t matter what your article is like unless you can grab a little attention. People are skeptical, and there’s a lot of garbage out there. You need to imagine that after EVERY sentence, the person reading is going to stop, hover over the X button, and ask their self “should I keep reading this”?

That’s where your headline comes into play

Engage them with a provocative title, an interesting sentence, or a compelling question. Generally, people have an interest in:

? Dangers they should avoid.
? Products they should buy.
? Numbered lists.
? Ways to save time and money.
? Negativity. Things that are bad, products that are crappy, people that are bad, etc.
? Extended metaphors. Why something is like something else.

Your opening paragraph should be used to build rapport with your reader and you can do that by introducing a problem they’re having and explaining how your product can fix it.

Describe what the problem is, then discuss how it feels to have the problem physically, then emotionally, then introduce your solution, then talk about how it feels to get rid of the problem. There are a few ways to do this – you can tell an interesting story about yourself or the kind of person that would need this product…

“After going through three different cases for my iPhone and all of them either breaking or falling off or simply being just too bulky, I decided to give the Otterbox case a try after a friend’s recommendation. How did it go?”

Or you can talk about the company that made the product, and the problem they’re trying to solve…

“iPhone case manufacturers don’t seem to understand exactly what I’m looking for in a case for my iPhone. It needs to be extremely durable, not come off every time I take my phone out of my pocket, and look great too. Do Otterbox cases fit the bill?”

Finally, you can make the story about the reader…

“It’s the worst thing that can happen to you and your iPhone. Your phone rings, and you reach to take it out of your pocket when someone bumps into you sending your phone straight into the sidewalk. Your screen is shattered and the warranty doesn’t cover accidents. Your new iPhone is now completely worthless. The Otterbox iPhone case claims to prevent this from happening. Does it really live up to its promises?”

If it’s appropriate, try to close the paragraph with a question you’ll answer in the rest of the article. Basically, this opening paragraph isn’t just a chance to talk about a product, it’s a chance to show the person reading that you care about them and want to help.

Spend 2-3 paragraphs giving a solution to the reader, and rewarding them for making that click. Don’t just throw together three bland paragraphs – try and organize them in a way that is coherent and tells a story. There are three basic ways to do this:

1. What are the most dramatic problems facing people who use this product? If it’s snowboarding supplies, it’s probably being cold and getting wet. Talk about the most urgent problems and then slowly go to more aesthetic things.
2. What’s the most unique feature of this product? If everybody wants to know about something right off the bat, don’t deny them.
3. Go “outside in”… start talking about the design, cosmetic features, and exterior of the product. Then discuss the details on the inside that make it work.

Be colorful and inject your own personality into your writing. In most niches, you aren’t uncovering brand new information as much as you are packaging it in a way new customers can identify. You don’t need to get in the way of the information, but you do need to be interesting.

You can also start sprinkling in your credentials, and the credentials of your sources, or your personal story. As you write, it’s important to sound like you know what you’re talking about, and have a deep appreciation for the subject your site is about. Intelligent asides are a way of reminding people that you’re a real person that’s opinionated and experienced.

? “This Samsung phone has a Super AMOLED screen, but those screens are mostly marketing hype.”
? “If you’ve read my other reviews you know I don’t like hyped sale jargon.”
? “Panasonic’s bread machines don’t come with a cooking window, but that’s actually a good thing, because they mess with the flow of heat and ruins every loaf.”

You don’t just want to talk about your life and be funny – you need to make your customers want to be with you. So as you write, sprinkle these authority boosters in: they’ll take your articles from wimpy to wow.

If you got a list of bullet points from an Amazon page, you need to translate “sales speak” and “patented features” into plain English. Explain why a feature is so special. People don’t care about what a product does; they care about what it does for them. Let’s say you’re reviewing a jacket with windproof material. Which of the following shows you how valuable the jacket is?

? A single bullet point that says “Windproof Exterior”
? “There’s nothing worse than being in the middle of a rain storm wearing a simple rain coat. Sure, you’re dry but the wind freezes you to the bone. Luckily, the North Face WindExtreme jacket is wind resistant so you can be dry and warm at the same time.”

Instead of relaying a list of features, start talking about benefits, and get them imagining this product in their everyday life!

You also increase your value by frankly discussing the flaws of your product.

This is crucial to a longer review – point out the good and bad of your product. Think of it as a way to show you’re “not like other guys”. If you’re promoting an Amazon product that has a common complaint about it, point it out. Then reframe it by asking yourself how to solve that problem.

“The Horizon Fitness stroller is very lightweight – that makes it tough for parents looking to carry their baby over rough surfaces, so it’s best for people who are going to be carrying two things at once or need maneuverability.”

Never use the price of an item as a negative. First of all, prices go up and down all the time, and you don’t have the time to update it every 3 months. Second, it’s about value, not cost.

If you can, give some examples of people who have made this solution work. If you’re reviewing an Amazon product, it shouldn’t be hard to find someone who has gotten through the flaws of your product.

There is nothing worse than going to a site that has nothing but a wall of text. You want to visually stimulate your readers by including 2-3 images per post and 1 video if possible.

In addition to including 2-3 images in your content, you want to add a video to your posts as much as possible. You can embed relevant YouTube or Vimeo videos into your posts, but it’s much better if you use your own videos.

After you have your 10 main articles written and posted to your site, you will want to continue to add additional content to your site on a somewhat regular basis.

You want to post additional content at a fairly slow rate of no more than one article every day or two. This is because the search engines can tell when you post all your articles at one time and they want constantly updated sites – not stagnant ones.

You can set your posts in WordPress to be published at a future date. So you can add 10 articles to your site at one time but have only one article be published every couple of days.

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