BLOGGING MADE SIMPLE
In order to write a strong blog post, as you already may know, it will take time, effort and planning. Writing that compels your readers to take action. There are basically three goals you can have for a blog post, but ultimately you want your readers to take some form of action.
Don’t Feel The Need To Blog Everyday:
Some people believe that in order to be a successful blogger, you have to blog everyday. I remember when blogging first started, there were a lot of contests out there, like the Thirty Day Challenge to see who could write the most blog posts in thirty days. At the end of the thirty days, you would have thirty blog posts or more. Seems like a good idea? Right!
Fast forward to 2019, there’s about two million blog posts being written each day, that’s a lot of content! So what does that tell you? It tells you there’s a lot of posts out there, some good, some bad, some ugly and there’s some that’s in the middle. When you rush the blogging process, most of the time you will put out junk.
Think about this, with all of life’s circumstances that we have, most of us don’t have a lot of time to spare. There’s the jobs that we go to, there’s our families and friends who we’d like to see. Now, lets just say you got all your life business out of the way, how much time do you think you really have left? Most people only would have two to three hours a day to work on their business.
That’s because the majority of people who are building their business are building it on a part-time basis, so if you are trying to pump out a blog post every single day, most of your blogs post will be poorly written and poorly organized. You might be thinking “Mark, having some type of blog post out there is better then having no blog post at all.” Not Necessarily!
My point is “don’t feel you have to blog for the sake of blogging”. If you are continuously producing a bad blog post on a daily basis you will become known as the person who puts out bad content and your readers will come to know you as such. So anytime they see your face or hear your name, it will remind them of the bad experience they had reading your material, immediately hit the back button on your site, and go away, even if it is good. This is known as a Bad User Experience
“They will not give you the time of their day to waste anymore of their time!”
There’s nothing wrong with putting out a blog post a week or two to three times a month if the content is good, just don’t feel you have to always have a new blog everyday. Because once it is out there, it takes time for your stuff to be seen by the majority of people anyway.
WRITING FOR YOURSELF “VERSUS” WRITING FOR YOU AUDIENCE.
Say you have a hobby making pretty faces on cupcakes, because you believe they make people feel good, and you give these cupcakes away to people, heck, you even take them to your local schools to treat the kids.
So over the weekend, you write about how your cupcakes gave people joy and how you came up with funny faces to bring joy to people that’s okay cause it’s a hobby, but if you trying to grow your business, write about it to convey to your audience about the things that will help them with theirs.
Talking briefly about yourself can be powerful if done correctly, but don’t write like you’re writing in a diary, “today I had a problem with XYZ and I struggle trying to find a solution, No! You can’t just talk about your life pains and struggles, you also have to focus on your audience pains, struggles and needs.
This might sound a bit harsh, “People Don’t Care About Your Problems” they want to know how can they take what you are saying, selling or offering to them to help solve their own problems.
I like to use an acronym “WIIFM”
“What’s In It For Me.”
You might be asking yourself, if you don’t already know, “how do I focus on my audience?” To focus on your audience means to get to know your readers. You must provide quality value to your audience, find out what’s keeping them up at night, their pains, their struggles, and their desires.
Focus on their pain, agitating that pain so the reader realize they need to fix that pain, then put a strong call to action in place telling them how your thing is the remedy.
For example, say some of your readers are having problems writing an irresistible offer give ideas and examples on how they can achieve success in that area.
- Ask a Question.
a.) What problems are you struggling with?
- Educate them on ways to start an irresistible offer
- Give them information, places to get help etc.
- Examples Help
Now after you’ve done that, this is important, to show them what you are promoting, can help to solve those issues.
DON’T FORGET TO REPUBLISH OLD CONTENT
You write a blog post and send it out to your email list, you even post it on Facebook and other Social Media Platforms. Then you think to yourself, “great! My job is done I’m going to sit back and watch all the leads and sell come rolling in.” Hold on Kemosabe, not so fast
Just because it was emailed out to your list does not mean that many people saw your post. This is not necessary a reflection of your list size, but could be a reflection of the open and click through rate.
Your email list consist of 1000 people, 10% of your list constitute your Open Rate and 1% for your Click Through Rate. Let’s do the math: 10% of 1000 people equals 100 people that’s your Open Rate, meaning that’s how many people are opening your email. Now your Click Through Rate equals 1%, so 1% of 100 people equals 1 person, so one person saw your blog post.
That’s probably not the kind of eyeball percentage you want looking at your blog post, but that’s the Open & Click Through Rate Formula.
But then there’s paid advertising, but that’s a whole new can of worms and a whole new topic for another day.
That’s not what I want to talk about today!
What I’m really talking about is “Published Content” and what you can do about it.
GOOGLE IS DEALING WITH A GLUT OF OLD OUTDATED CONTENT!
You put out your blog post and got some eyeballs on it, that’s great! Now, let’s dive in and look at it a different way.
Google is currently dealing with a glut of old outdated content right now. The internet is about twenty-five years old and this old outdated content is what is known as “Content Shock”
Let’s go down memory lane to when gurus where saying “blog everyday to be successful you’ll get tons of leads and sells.”
Now, that was back in 2010, 2012, you could put out tons of mediocre content and get lots of love from your readers and Google because there were less bloggers doing it, but we are not living in 2010-2012, we are living in 2019 and things have changed quite a bit. So this “Content Shock”, this glut of content is what Google is dealing with right now.
What can you do to let Google know your content is still relevant and up to date?
YOU NEED TO TEND TO / IMPROVE / UPDATE YOUR BLOG POST
Anytime you do a google search, for example, you want to know how to find out how to create vegetable garden and your looking for the type of vegetable that grows well in your area. The results come back, but results are from 2011, you do another search and this time, it’s bad information.
What’s going on here? You, my friend are having a bad user experience, what we call a google “UX”. This means you were expecting a good result of information only to get old outdated data or something you didn’t want. That’s a bad “UX” and Google doesn’t want that to happen to you.
The last thing Google want is for you to say, “screw this let me try Bing or Yahoo search instead.” Google’s highest priority is their customer-user experience and the best way for us to have a good user experience is to have good up to date and relevant information based on your search quarry.
That’s what’s going to keep us coming back to Google time after time. When that happens, Google gets the recognition of a good search engine which helps them make money by having the best platform where everyone has a great user experience.
Now, if customer user experience suffers, Google’s ability to sell ads and to make money suffers, and they don’t want that.
Google is dealing with twenty-five years of old content which include websites and businesses; some of which no longer exist. So Google has to index this, send spiders and do their google algorithms, but again they are dealing with twenty-five year old data.
So, what can you do to let Google know your content is still relevant and up to date? By updating your posts! It’s the best thing you can do to show google you have good content, not from a social media platforms, but from a Google Search Engine Platform.
What does that mean? it means that if you wrote a blog post, say six months ago and you discovered something new about it, it would be wise to go back and update it.
Maybe there wasn’t a good graph or image or whatever else was needed to be changed, go back and update the thing that helps support the blog post.
Now I’m not talking about rewriting the whole blog post over or doing it for the sake of doing it because six months has passed, but when you have good relevant content which will help revive your blog post.
The next step would be to email it again and post it again as a new and improved vision. You might be saying to yourself, “isn’t that a little cheesy?” I say no! Product companies do it all the time; think about this: Coke to Coke Classic or Crest with 30% more fluoride.
When you do this a couple of things happen: your getting it back out there, the same people might see it again, but as a better version of itself and more importantly you get new eyes to see it.
Secondly, you are signaling to Google that this is not old content, but it’s up to date and improved content. This is not part of the Content Shock, what you’re dealing with is current up to date material.
What that is telling Google is when you search and get my content it is good and updated for a better UX experience. The results are relevant and you are going to have a good high user experience result.
A good rule of thumb is go back and look at all the old blogs you’ve done and see if you can improve on it in some ways that I‘ve discussed, create a spreadsheet to keep track, and file it to be used for future dates.
WRITING UNCLEAR OR VAGUE END GOALS
A blog post can have 1 of 3 possible GOALS!
First, Generate Leads:
Let’s say you have the top 7 tips to do a blog post and you do that very well, it helped your audience out tremendously.
Your Lead Magnet might be, based on the fact you like my 7 tip e book of XYZ, your going to love my free report of 25 top tips to XYZ Lead Magnet.
Adding a Call to Action will help you generate leads because you are asking your readers to do something at the end of a fold and at the end of your blog post.
Second, Create Offer Awareness:
This pertains to a larger Ticket Offer, You Infra Product Course is three to four hundred dollars or a thousand dollar in price range. On these higher Ticket Offers price wise you want to create a Offer Awareness around that.
Creating offer awareness in this case means, you’re not going to sit and measure your blog post or the amount of sales you get from your blog post.
A person reads your blog post and buys your $500.00 product, this is something that might not just happen often, so don’t expect a lot of people to go “Oh Wow what a good thing” just from reading your blog post for the first time. Maybe it will happen but it will be far and few between times.
Creating Offer Awareness is great because you still have that offer available. Here’s the thing, There’s a seven touch rule exposure/contact that’s in play here. The rules say it takes 7 exposures to see your ad before people will buy something from you.
If you have a pixel, then that pixel follows your readers around on the internet so now you can retarget them.
Maybe they read your blog post and say to them self, “they have this $500.00 thing, but now is not a good time to buy. “
With that pixel attachment you are now able to target your audience again. They’ll continuously see your ad of your $500.00 product, even when they go to another site on the internet your ad will show up and they’ll have the opportunity to view it again.
Your blog post might be touched once, Your product ad would pop-up, retargeting your audience. Once they see your ad, say 3,4,5,6 times, they may finally start warming up to the idea.
They then realize it’s a good offer, they say, “I’ve seen this person’s stuff, I’ve read their blog post.” That is when the know, like and trust factor starts to kick in, and this time they are ready to buy.
That all started from a blog post whose goal was to create an “Offer Awareness”
The Third Goal:
Initial Customer Acquisition (Entry Point Offer),is also known as the Low Dollar Offer or “Tripwire Offer”. These offers cost anywhere from free to a small dollar amount.
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Here is there Initial Customer Acquisition (Entry Point Offer) it reads:
Endless Opportunity. Zero Risk.
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These type of offers are different in their own way, each one solves your audience problems depending on their pain, struggles and desire.
It is your job to pick one of the three and decide what is it you are trying to get your readers/ audience to do.
What is the point of your blog post?
Based upon the blog post each end goal will be different, when your end goal is to Generate Leads, your blog post will be structured differently than the Offer Awareness Blog Post and the Initial Customer Acquisition will differ from the other two, it will differ in approach and your end goal results.
You have to ask yourself, “what do you need to do to accomplish the intended goal of your blog post,
what’s the reason why your doing this?”
You don’t want your readers to read your blog post and say “okay this is really good information,” when they reach the end of the blog post and they don’t know what to do next. They say, “I guess I’ll just click the back button” and at that moment, you have failed your job.
Understand this, this is not a hobby you’re doing, you are trying to build a business, and to do so, you’ll want to monetize your leads. You are in this business to make money for a better lifestyle, better job, overall wellness,etc.
So the end goal is getting them to click and go to the next step because if you are trying to solve their problem, then a Lead Magnet gives you leads so you can get them to take the next step to help them solve problem. It will solve things in an alternative way than if you create an Offer Awareness around a High Ticket Offer.
These are the kind of things you have to thing about as to the results you want.
Use Reverse Engineering When Writing The Blog Post
- Identify the End Goal before you write your Blog Post, go through all your audience pains and struggles.
- Ask yourself what is it I’m trying to do:
- Generate Leads
- Offer Awareness
- Initial Customer Acquisition
Identify that first, then you can start writing your Blog Post!
NOT SPEAKING TO YOUR TARGET AUDIENCE
If your content isn’t resonating with your audience, they won’t take action, in fact, they might not even read your blog post or introduction. No matter what the goal is.
Determine the Before and After State
- The Before State:
1)What is their pain, suffering and struggles?
- Weight loss can’t fit into their jeans
- Don’t like how they look, body wise
- Don’t feel good about himself
- The After State
1)Find How To Generate Leads:
- Write Blog Post
- Facebook Ads crushing it
- Money not a problem
- Life is good,
- Feel more confidence
Write Down Several Pains Your Prospect Is Experiencing:
Write down their intent, what are they looking for as far as the values they will get from the blog post. You also want to give some solutions, you don’t want to give them the whole farm in the blog post because if you did, that there’s no reason to take the next step.
Consider using the P.A.E.S. formula for every blog post you write:
- P = Problem
- a) help them see they have a problem that needs to be fixed
- A = Agitate
- a) what emotion are you stirring up in your reader as to that problem
- E = Empathize
- a) show them how their problem is common and it’s going to be alright
- S = Solution
- a) that thing you’re promoting is the pill for their pain
You have to put yourself in your readers shoes, and think about how your Blog Post is going to help solve their issues!
These are the things you should know before you decide to write a blog post. I also think this helps satisfy why you don’t have to pump-out blog post after blog post, “let me just crank out 5 blog post just because” mentality.
Think about what’s been said here, I talked about the need to create a Good Strong Blog Post, Customer Avatar, The Before and After State, End Goals in mind, Writing for your Audience and Not for Yourself. Think about going back to previous blog post and reviving them updating them which gives them more juice.
This does not lend itself to pumping out slag everyday of every week. If your going to do things in the right way, It’s impossible to try to blog everyday.
Here are my final thoughts, There are two types of people, those who get mind building information and do nothing with it, than there are those who put what they have learned into action and get immediate results
“Which one are you”?
The internet is full of all type of information some that builds you up and some that tears up down so when you get bad information hit the back button, but the good information we have to pass it around to make other better to withstand the hard fight of their pains and struggles. Thank You