Hi, it’s Tony here and today we’re going to be looking at six forms of content that you should be creating if you want more traffic to your website.
Now, in a previous podcast that I did, I’d mentioned there’s two types of content that every business should be creating.
That’s content for authority and content for conversion. And in this podcast, we’re going to be looking at the authority side of things.
So these are frameworks that you can use to get more traffic to your website and more broadly to become an authority.
Create Content That Positions You As An Authority
Remember we talked about in the previous podcast, authority is really important to Google these days. It’s looking for authority content. It wants to send people to authority content and it picks up on that, it’s all sorts of signals that it picks up on.
So, the six that we’re going to be looking at are:
- Definitive Guides
- Guest Blogging
- List Based Content
- Expert Roundups
- Comparison Content
First of all, definitive guides are basically heavyweight content.
These are typically 5,000 to 20,000 words in length.
Now, if you’re sitting there thinking or saying to yourself, “Look, Tony, I just hate creating content” there is another way that you can attack this particular issue.
What you need to do is think about the contents page of your Definitive Guide. Break it down into 10, maybe 12, chapters, no more than that. And for each chapter, all you want to do is to write maybe 500, 700 or 1000 words, something like that. It’s just a few paragraphs for each section.
You could then create a blog post based on that particular section and then use that as a chapter in your Definitive Guide.
So that way you’re reusing or re-purposing your content. You can even re-purpose it into videos or other sorts of guides.
But the whole point with the Definitive Guide is that you want to become the voice of your industry.
And I keep saying this to people, “Someone needs to be the voice of your industry. So, it might as well be you.”
Now, when you’re doing it. when you’re writing your definitive guide, don’t just think it’s got to be just your amazing, unique content. What you can do, and what I would encourage you to do, is identify really good content that other people have written.
We call these people your Influencers, and this is another subject we can talk about in another podcast. But basically, these are people who have written some really good content and you want to refer to.
You link out to it because what you can do is you can tell them, “Hey, look, I’ve referenced you in my Definitive Guide to X, Y, Z.” And hopefully, we’ll get them to share it on social media. You can start building a relationship with them.
So I really like Definitive Guides. They do take time, but they definitely are worth the effort. And they’ve just got a big authority, bang, stamped on the front of them. Okay, so I would definitely encourage you to do that.
Final point on them, before we move on is, it is long-form content. It does take effort to do it, but I can give you a cast iron guarantee, your competitors will not do this. And for me, that’s enough of a reason to want to do it. Okay? You’re going to get a huge advantage over them doing that.
Okay, next up, we’ve got guest blogging.
Now, guest blogging, I’ll be honest with you, it has had a bit of a bad press in recent years. And the reason for this is because it was open to abuse.
What basically happened was that people were setting up guest blog websites purely to accept this kind of thing. And they were accepting them for a fee so that it’s kind of gaming the system.
It was “Yeah, you can pay me and then write a piece of content and I’ll publish and link back to your website”. And Google doesn’t like that kind of thing, so it’s given a black mark to those blogs.
However, when you’re writing your Definitive Guides, for example, if you start reaching out to Influencers who you’re referencing then you can start a relationship with them. And that way, you can reach out to them and say, “Hey, I’ve written this really good definitive guide. Maybe I could summarize it and write something for your blog.”
And the beauty of guest blogging is that you’re getting in front of a new audience. You’re getting in front of a real audience and you’re showcasing your expertise.
So, all you need to do is, look out for industry bloggers, people who are in non-competing but complementary niches, maybe. There’s loads of them out there. Loads of people that write really good blogs, they could be a business, they could be a blogger.
But the key thing is that they’ve got an audience and this is your opportunity to get in front of them. Plus, you’ll get links back to your website. Google will spot that and say, “Hey, this website is getting a good link back from a reputable blog.”
So, that’s a good tick in the box there. And that will help you push up the rankings. It will show Google that you are an authority.
List Based Content
Next, we’ve got list-based content and basically this is the sort of content where you see “10 best X” or “21 ways to achieve XYZ” or whatever it may be.
And for some reason people just seem to be hard-wired for lists. We love lists. And they’re good fun, they’re throw away, it’s quite easy to pull that type of content together.
What I would say is, don’t build your entire strategy around them.
Just use them from time to time, and when you do write them make sure that you’ve got a really catchy headline. And try to give people a promise.
So, you’re saying, “15 incredible ways that you can achieve…” whatever goal, maybe “15 meals that will help you lose 10 kilos in a month.” Or something like that. Just try to think along those lines.
Expert Roundups are sometimes also called Crowdsourced Content and basically once you’ve got a list of Influencers, people who’ve got those blogs, those non-competing businesses, those Influencers, you can reach out to them and ask them a question.
They’ll give you a short answer, and you can pull it all together into this expert roundup. It’s a really good way to create some really interesting content.
It helps you to strengthen the relationship. But also, your Influencers are going to share that with their audience, with their social media audience.
They’re saying “Hey, I’ve appeared at this great list of 21 SEO experts,” or whatever it may be.
When you give them the question, don’t make it too broad. You don’t want paragraphs and pages of answers.
But then again, don’t make it too narrow so that it’s just a yes or no answer.
You want to get three or four sentences, absolutely perfect. You don’t want them to spend too much time on it, these are busy people.
A little note of warning on this. Again this isn’t the sort of thing that you want to be doing absolutely all the time.
You don’t want to abuse those relationships. People don’t want to be thinking, “Oh, crikey. There they are again asking me another question.” So, don’t abuse your relationships and just use it from time to time.
Comparison content, I love this sort of stuff.
We’ve done, for example, different types of hosting. So, you can compare shared hosting, reseller hosting vs VPS hosting versus dedicated servers.
Or we’ve done different types of content management systems, so WordPress versus Joomla versus Drupal, different types of e-commerce systems or PrestaShop versus Magento. All sorts of things you can do.
The thing is that people are busy and this way your content helps them to compare the options.
And it positions you as a trusted expert, somebody’s who is independent giving some impartial advice. So again, comparison content definitely the sort of thing you should be thinking about.
Then we’ve got infographics, and I know that infographics have been overdone, but it is still a valid technique. It will get you links and shares if you do it right.
The key is to avoid creating an infographic that’s just full of jumble.
The best way that I found to do it is to pick one main argument and then support it with 10, maybe a dozen facts.
And also, make sure that you do invest in good graphics. The web is increasingly visual, especially the social web. And people want to share stuff that’s going to make them look good. So, the higher quality graphics you can find, the better.
You can go to places like Upwork, Guru, there’s loads of places that you’ll find really good infographic designers.
Okay, so there you have it. That’s my advice for creating content for authority, definitive guides, guest blogging, list-based content, expert roundups, comparison content, and infographics.
Okay, I hope you found that useful and we’ll be back again soon with more content for you, more updates on our podcast. Thanks very much for your time then. Bye-bye.