Crafting Your Content Strategy

Lesson 29 Chapter 1 Module 4

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Video Transcript

Hello, I'm Neil Morecraft and this is Autom8, and in this module, we're going to cover crafting your content strategy. Now we've talked obviously a lot about content up until this point, but we're going to cover it again. And in particular, I'm going to share with you the six or seven different types of marketing hooks that you can use and start to think about which will become very useful as we move on to the next module, which is paid advertising. So as we start to cross those campaigns, those marketing hooks are going to come in very handy. I've got to talk to you a little bit more about sales copy and why it's so important and why it matters so much. And then we're going to dive back onto a landing page and have a look at the on-site SEO in a bit more detail, going a little bit further there with an internal LinkedIn strategy, which is something we've not spoken about yet.

And then we're just going to refresh ourselves with missing letter, a bit of software, so we're clear on what to do when it comes to publishing content. So without further ado, let's dive in to our Asana workspace, make sure that you're in the right place and make sure that you're continually ticking these off in order. In here, in this, marketing hooks, which I'm going to talk to you about now you should find a file, I'm pretty sure it's in there. Thought I'd attached it to there, but there is a file and marketing hooks there. So it will be in your project workspace. And that looks a bit like this, so that, you know, that talks to you a little bit about what a marketing hook is and why you should use it. And I won't go through all of these, cause as I say, this is a resource that you can just read.

And there's some examples there for you to take it in. But as an example, that you can use numbers as a marketing hook. So, you know, the five mistakes of XYZ or seven tips to do something else. Curiosity is always a good one. You know, what if I told you this and these intro messages can be used once you get your head around that and you get around the psychology of these five or six different texts needs that you can use. It does form part of your content strategy, because we want to tie that in with the posts that we know you're going to start ranking for. So we want to kind of weave that message in, as I say, it's going to become very relevant as we start to put ads together because we want ads that are engaging. And also of course you can use these headers for your email welcome series and don't underestimate the importance of a good subject line because when you start to do email automation, you'll realise that, you know, the first thing that you need to overcome is to get that email open.

And the thing that does that the most is the subject line. So say this resource is in your Asana workspace. You can have a look at that. And as I say you know, go through that and then slowly but surely start to craft your welcome series. So, you know, use that to give you an idea of how to maybe start structuring those initial emails. And that will form part of your welcome series. And also of course to tie in with your content ideas now, for the purposes of this demonstration, again, I've got back into a site that is a competitor of ours with the one-six cloud that we're doing the one it says cloud, and I've just gone into the Uber suggest tour and I've gone into competitors and, and done content ideas just to get an idea of course, of what's ranking.

And this is really interesting because you can see that something, this particular title, which is quite recent for there's you know, the ultimate collection of zoom and team backgrounds is a pretty standard thing, right? I mean, lots of people are using zoom. Now, maybe lots of people are going online and looking for backgrounds, but this goes to show you that in a pretty short space of time, cause I know that article hasn't been out there very long and it certainly hasn't got very many backlinks. But no doubt. That's already ranking pretty well for some long tail terms that are mixed up in there in order to get that amount of visits. So the content strategy is about understanding your clients more articles. You've done all that work with regards to your value proposition and who you're really targeting is then about taking on board. What's popular at the moment. So looking at what other people are doing with regards to posts and then taking that post, doing a better job than that weave in that message again, into your email series and into your advertising and then ultimately doing a really good job of the on-site SEO. And that's what we're going to come back to and talk about now.

So the reason sales copy matters so much is that, yeah, this is your one opportunity as you say, this landing page that we're looking at now is, is the opportunity for a stranger to come along hit our website and then ultimately engage with us. So it does need to be good, but at the same token, people will skim down this content. On this particular project I learned the hard way, actually, I think you probably remember calling me saying maybe week two or three, when I outsourced this, I gave this exact template to a freelance on Fiverr came back initially what looked like it was very good. And then as I started to to plug it in, I realised that it didn't have the level of understanding that I needed with regards to the technology and effectively had to rewrite a lot of that myself, but it's worth doing is absolutely necessary to do because yeah, you know, your landing page in particular for the purposes that we're doing for this lead gen is really, really important.

So, you know, if you're not comfortable doing that outsource it, but if you are comfortable doing it, maybe end up with a bit of a, a blend as I've done here, you can see now that we've got the nice green light for the SEO, which is great. And the on-page SEO for this is pretty much as good as it's going to get, but going deeper onto that, what I haven't talked about yet, and I'm going to touch on now, is that what I've also done is created some blog categories around the keyword terms. So if you come into the backend of the site and when you go down to your posts, you'll see that you've got these post categories and tags you, your categories and your tags both want to kind of correlate with the keywords that you're focusing on.

So for this example, it's unified communications, communications solutions, technology, suppliers, et cetera, et cetera. We want to create categories for that. And then when we post content not only do we want to make sure that we're searching for a particular long tail phrase for each of those blog posts we want to make sure that we're taking them with probably three or four tags that are relevant to our keyword group terms as well and what we also want to do. And I haven't done this yet because I've just got to this point, I've created a couple of drafts. Now these are literally just the names and this is a pretty good way to do this. So when you're thinking about content, what I tend to do is go off and have a look at Uber suggest, find the kind of content I want.

Come back into the website, create just a draft campaign with just the name. So there's no content in here. If I go to edit this, it's just a blank blog post at the moment, but it's in there and I could put that as draft. And then that will remind me, right, that's the next one on the list kind of thing. And if you work through these methodically, once you've got the content in there and you start then linking from your blog posts back to your landing page, that then tells Google as well that your landing pages is an authority. So even though it's coming from the same website, you linking back to your main page where we're optimising is going to show Google that you've got more content on your site that is relevant for the search term that we're doing. So as we come to write these and say, I haven't done that yet, those would definitely be outsourced. The internal links will all point back to the landing page so that ultimately, if someone does a search online in the future, Pfizer's through a long tail search, they're going to hit the blog post and I'll show you what that blog looks like at the moment. I think it's probably just forward slash blog because that's the, okay, so people are going to effectively come in through the back door again, I've customised this just a little bit and you can see there's no imagery or anything in here yet, but you get the idea. People will come in through this, they'll read this post. So I'm going to click that. It's nothing to be anything in there, but when they do the content here is going to link them back to the main site. This menu might be different because ultimately the main call to action of course, is in this instance just to free all the time for whatever it is on your site and on your landing page, you don't want to take it off the ball there. The whole purpose of the content and the traffic is to get people to the landing page to take action. So yeah, the on-site SEO starts to now expand a little bit as you start to think about finding other keywords that related to your main search term, creating content around that, and then internally linking those back to your landing page.

And then as I say, also the the marketing hooks for the ad copy and stuff, which is what we're going to come on to in the next module. Finally, if you connected this up properly, and I think I've got to do this with you live now just to make sure. So you go back into your missing letter account. Missing letter is the the software that we're going to use to publish that content automatically. We're just going to put it in URL, but obviously you can see there that we don't know what the feed is. So if we just put a new derived communications technology, that's all very well and good, but that's not the feed. So in order to get the feed, come to your website I use a Chrome plugin, which is just an RSM feed, find a plugin.

If you click that, that's going to quickly search and that's the URL that we want. And then we can come back into missing letter and replaced that with, which would just have in this instance feed on the end, save that. And that is then given a signal to missing letter that they can go back and find these posts. Now that posts there, we don't want, we can delete that. And what happened is when we do come back we publish our content in the blogs. So if we've created a new blog post once we've done that and we've structured it, as soon as we publish it, that's going to tell missing letter missing letter is then going to crawl that content and create a campaign for you. And I'd say, ultimately, all you're then gonna have to do is scroll through it, check it, make sure it's right, depending on how good of a job it does.

Sometimes you need to change the quote. Sometimes you don't, but it doesn't take long, but you won't be able to do that until you come back into missing letter and you see that this has been dragged in. So right now there's nothing in the recalls, cause we've just deleted it. And ultimately I'm going to do that post, but we will come back to another day. I just wanted you to understand the logic there. Now the pay plan with missing letter will let you connect. I think probably as many social accounts as you've got, the free plan will only let you select one. And the purpose of this is that you're creating a bit of content. You're going to be doing this ultimately every other week, at least maybe a tad, more with a new bit of content. And when you post that content, you're going to want to distribute it at the same time automatically, ideally over LinkedIn, Facebook, Twitter, and maybe some of the other social platforms I think missing Lester is starting to hook up to which includes Pinterest. So do that. And on that note, I'll see you in the next module.