On this page I’m going to ask you part with your hard earned cash. And I promise it will be the best marketing decisions of your life.
Because when I create content I have a single goal:
To publish the best content on the topic. Period.
But crafting compelling content is only half the battle. Content promotion is equally important.
First let me give you an overview of my 3-step process that virtually guarantees success:
Step 1: Savvy Keyword and Topic Research
Step 2: Stellar Content Published Using a Proven Framework
Step 3: Aggressive; Laser Targeted Content Promotion.
Now let me Explain Step-1: My Research Process:
This way I find related keywords the competitors rank for and get decent traffic from.
If the keyword research suggests decent volume, then I move to step: identifying search intent.
Understanding search intent is HUGE for SEO success. Here’s an excellent explanation and case study by Ahrefs for more information.
Once I deciphered the search intent, I pick the appropriate content framework.
- Ultimate Guide
- List Post
- How To Post
Okay after the keyword research I have a broad topic with some ideas about positioning my content. And after defining the search intent, I’ve penciled-in the content format.
Next I need to define the topic scope and construct an outline.
Here are 6 trusted sources that help me find unique angles to craft compelling content.
Source #1: My Personal Knowledge
First I dive into my mind and to check what insights I have about the chosen topic.
Next I lean on my Journal. I’m an avid reader and I summarize insights in my journal that I’ve gleaned from:
- Magazines (I am subscribed to all leading magazines in the marketing and technology industry)
- Book Summaries (from sites like GetAbstract, Blinkist, Philosophers Notes etc.)
Source #2: Google Related Searches
Aim: Find angles to elaborate the main topic.
Source #3: Relevant Industry Forums, Quora, Reddit etc.
These forums are a goldmine of red-hot topics.
Source #4: Popular Videos Courses on Sites Like Udemy and Skillshare
Course contents section of videos offers an invaluable opportunity to generate ideas.
Source #5: Insightful Industry Blogs
Here’s the thing: Good writers aren’t necessarily good at marketing or SEO.
So even though their content is insightful, they may not rank on the first page of Google.
So, using the site: Google search operator, I search specific blogs for insights on the topic.
Source #6: Top 10 Google Results
Time to analyze the competition before going to war with them.
The eagle-eyed among you must have noticed, I’ve already spied on the top 10 results to identify search intent.
So, why this second wind of research?
Answer: To dig deeper. To understand how the competition positions their content.
Now I’ve got enough data to create an outline based on an interesting angle.
Next comes the most important part, I have to define my edge.
What makes my content better or different than the competition?
Let me give you a couple of hypothetical examples:
1. Make the content different (Find a unique angle or a contrarian view).
Hypothetical topic: Guestposting.
Contrarian view: The Fine Art Of Guestposting on Sites that Don’t Accept Guest Posts.
The first page of Google exclusively features how-to posts, explaining google search strings to discover relevant sites inviting guest posts.
I’ve decided to go the opposite way and show a method that doesn’t involve searching for sites accepting guest posts.
In my article, I would teach how to get published on sites that don’t accept guest post pitches.
This article also provides amazing promotional potential.
Let me explain.
You see there are two kinds of marketers:
- Who Love Guest Posting – Because guest posts offer easy backlinks.
- Who Detest Guest Posting – Because of the low-quality spammy guest posts most SEO sweat shops peddle.
You pitch the article to marketers who swear by guest posting as a method to get backlinks from sites that don’t openly accept guest posts.
And you can also pitch this article to the guest post haters as a guide to publish high quality content on high quality, relevant sites that have real traffic. Not some network of PBN’s masquerading as real sites.
A contrarian view is powerful as long as you justify your claims.
Now that you’re up to speed on how a contrarian view gives your content an edge, lets look at the second option to find an edge.
2. Improve The Content (make the Content Bigger or Better, Ala Skyscraper Technique)
Hypothetical topic: Best SEO plugins for WordPress.
All the top ranking sites follow a similar content structure:
- List the recommended SEO plugins
- Highlight the features of the plugins
I would opt to go in-depth and add more details.
Quite a few SEO plugins offer different installation options. So I would create a step-by-step illustrated installation guide with recommended settings and explain why I recommend those settings.
And I won’t stop there.
No plugin is perfect. I would list common problems with plugins and offer solutions.
The WordPress plugin support forum is a great place to find both problems and solutions.
So my elaboration strategy for best WordPress plugins for SEO would look like this:
- Name of Recommended SEO plugin
- Why I recommend the plugin (benefits)
- Installation options and recommended setting (with screenshots)
- Common problems and solutions
Now I have a content framework, an outline and crucially, a well-defined edge. The perfect recipe to craft killer content with a clear edge over the competition.
Next, I flesh- out my outline with an elaboration process, adding sections and sub-sections using bullet points.
If I’m unsure of a point, I indulge in some more research till I’m crystal clear on all points.
Now the research process it done.
Do you reckon this is too much work? Too much trouble?
I’m here to tell you that, if you intend to standout from the ocean of generic content. Then rigorous research is paramount.
This concludes Step-1, now I shall explain my process of crafting stellar content.
Moving on to Step-2 – Crafting Stellar Content
With rigorous research and a detailed outline. The content pretty much writes itself.
If you want to know more about my writing process, checkout this 4000-word guide to understand my writing process. I’ve formulated a process that ensures I never struggle with the pesky writer’s block.
After completing the first draft, I let the content sit overnight and begin the editing process the following day, with a fresh mind.
Smart editing transforms mediocre content to marvelous. And truth be told: the first draft is always mediocre 🙂
But I make sure, my content is not only valuable, but also enjoyable to read and easy to consume.
I follow a 10-step editing checklist.
Now I have an awesome piece of content based on a proven content framework with a definite edge.
This concludes Step-2, the content creation process.
Time for Step-3: Proactive Content Promotion.
What’s the best way to promote content?
Proactive (but respectful) email outreach.
Influencers are clobbered disrespectful cold outreach attempts by pushy marketers. Such outreach efforts do more harm than good.
So, I never indulge in disrespectful outreach.
My outreach process also consists of 3 steps. But I can’t reveal my content-promotion edge here. To know more about my content promotion strategies you need to enter my Inbox.
Use the form below to get in touch and I’ll get back to you within 24 hours.