So everyone knows about the power of content to create an audience, foster authority and bring your business forward, right?
But a topic that not a lot of people talks about is the topic of “WHAT” content to create and “HOW” to do it, to get better results.
And by results I mean two things: Leads and Sales!
I honestly don’t mind how many “claps” your article got on Medium, or how many people shared it on Twitter.
If your content is not producing you the results you want, you might want to check this strategy in order to create content that works.
80/20 Rule of Content
Here’s the thing though: 9 times out of 10 you don’t need to create more content.
We’re already drowning in content that we cannot consume!
So in this era of “hyper-content-production”, less is more.
What this means is that 20% of your content will get you 80% of the results.
On my case, I have over 100 videos on my YouTube channel. Out of these, just 5-6 bring more subscribers than the rest combined.
And out of those 5-6, 1 or 2 are the clear winners.
Either because they are well ranked on YouTube, or they solve a specific need, I’d rather expand on those topics and keep leveraging those pieces of content than trying to come up with new topics.
Remember: 20% of your content will bring 80% of the visitors. You just need to figure out which 20%!
Basically, you want to publish less, publish well, take your time and only publish when you have something valuable to say.
Evergreen vs. Temporal Content
Another question that I ask myself is “what type of content should I be producing?”.
This newsletter is dedicated for you to stay on top of things. That’s why we come out with timely and temporal articles (like the Cambridge Analytica situation on Facebook, for example).
However, most of my most successful content online is “Evergreen.” Meaning, content that doesn’t change throughout time.
In fact, when you’re coming up with more evergreen content, you can add to it and optimize it for new trends and keywords that might be surfacing from time to time.
For example, my most successful YouTube video is about the Facebook Pixel (how to install it and configure it).
I’ve been adding more and more call to actions to that video since it took off.
Whether it is expanding the description or by adding cards to the video… it’s been doing the trick.
Both evergreen and temporal content have their place. Temporal content keeps thing fresh, while evergreen might become your pillar content as well.
The way I do this is to always point links and mentions from my temporal content to my evergreen content.
That way, I build the authority and the traffic that an evergreen piece of content might have.
Re-sharing and Re-surfacing
I also get this question a lot, and it has to do with the fact that you do not need to create additional content all the time.
This also has to do with the fact that most people will not read all of your content anyways.
So what you can do is to re-share it and re-surface it.
You can use a tool like Meet Edgar to make this automatically or you can create additional pieces of content out of your existing evergreen content.
For example, what I do out of all the videos I record for my channel is to get them transcribed, posted on my blog with a summary and uploaded to Soundcloud.
That way, I kill several birds with one stone, because I get content for my channel, for my blog and I have the audio version should someone want to listen to it on the car or so.
Additional SEO Optimization
Once you have your pillar or evergreen content in place, you can always go back and re-optimize it.
SEO trends change, which means that you might need to go back and look through your articles to see how you can optimize them better.
But also searches trends change. So if someone was looking for “Facebook Pixel Tutorial 2017” and now it’s 2018, you want to optimize that article for this new query.
The way you do this is really simple:
Don’t Forget About Those CTAs
Whenever you’re producing any type of content (evergreen or not), you need to have Call to Actions. And they need to be relevant.
For example, when I saw one of the hottest topics in my YouTube channel was about Facebook advertising, I made an exclusive Facebook Ads template that I share for free, in exchange for an opt-in.
The channel (and the marketplace) told me this. I put out a lot of different topics and then assessed which one had the most reach and engagement.
Another topic that was really hot was Sales Funnels, and how to create them. My second most viewed video is a Clickfunnels Landing Page setup step by step.
With that in mind, I created this Sales Funnel calculator to go with it.
So now I have 2 super relevant lead magnets that I can use to craft Call To Actions that can increase the value of the piece of content people are coming to.
With that said, you don’t need to do this…
But you DO want to have a Call to Action in every piece of content you put out.
My “generic” call to action is for them to join the Facebook Group… what is yours?
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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