Content strategy – Performancing Tue, 13 Feb 2018 03:14:04 +0000 en-US hourly 1 The SEO Copywriting Guide For 2017 Mon, 12 Jun 2017 11:00:21 +0000 One of the main things that drives people to your website is content. It’s one of the primary things Google indexes to create results for searches that are applicable to your website. While great content and content that’s great for search results may not always look the same at first glance, you can work on […]

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One of the main things that drives people to your website is content. It’s one of the primary things Google indexes to create results for searches that are applicable to your website. While great content and content that’s great for search results may not always look the same at first glance, you can work on making your content stand out from the crowd and optimized for search engines.

It’s an essential part of promoting your website, finding new visitors, and turning your brand into a powerhouse.



What is SEO Copywriting?

SEO copywriting is all about creating content that’s designed to help your search engine rank. Even a great page of content may be tweaked to provide better performance on search engines. When you’re writing a page of content for your website, whether it’s a blog post, a product advertisement, or a landing page, always keep search engine optimization in mind.

Every part of your site should be designed with SEO in mind, but content is one area to especially pay attention. The reason for that is because your content is the thing that will be updated most on your site. Since your place in search results may be boosted if you update more often, SEO copywriting is a habit you’ll want to develop early on.

Of course, if you already have a lot of content that isn’t optimized for search engines, you can go back and make it stronger. Updating your old content may also give you a boost, and is worth the time it takes to do so.


What are the Goals of SEO Copywriting?

Copywriting for SEO done well has three parts. First, you must write content that delivers the message you want your site visitors to absorb. Second, you must write it in a compelling, clear way that encourages people to read it and makes them want to come back. Third, you must write and present the content in a way that makes it easier for search engines to crawl your site and present it when the right keyword search is performed.

Ultimately, these will contribute to the three primary goals of SEO copywriting.

  • Filling your site with great content that’s straightforward and written to your audience.
  • Structuring that content so that a search engine has an easy time indexing it.
  • Boosting your position in search results, leading to increased clicks and visitors.

It’s all about playing nice with what search engines want so that you can reap the benefits of getting to the top of the search results. Since the first result on Google gets 33 percent of the traffic, and every result down gets exponentially less, even one upward position can make a substantial difference. If you’re not on the first page of Google search results for your targeted keywords, don’t despair. That can be your first goal as you improve your SEO copywriting and update old content.



Cornerstones of SEO Copywriting

To become skilled at copywriting for SEO, keep in mind the best practices as you write. That way, you’re always working to make your content better and more likely to be shared.

Compelling Content

Writing compelling content is the most important aspect of SEO copywriting, which cannot be stressed enough. The reason for this is that search engines put a lot of weight on how many quality links from trusted domains link back to your content. When they like your content and share it in a positive way, you get two different benefits:

  • People who follow the site linking to you are more likely to click the link and discover your site organically. It may lead to other shares and links on other sites, too.
  • It increases the amount of link juice you have.

Keyword Research

When you’re writing content designed to get people on your website, do keyword research to make sure that not all the keywords you’re targeting are competitive. You want a good mix of different types of keyword types. A handful of competitive high-value keywords that are hard to rank  may surprise you when you rank higher than expected. Lower competition long-tail keywords will be easier for you to get rank in when you’re first starting, though. So when you’re designing a piece of content, consider the keywords you want to target before you start writing.

Content Research

Do your research on the topic you’re writing about before you start the writing process. Having a good grasp of the topic will make your content better and provide a good first impression to any new visitors. Putting out mediocre content quick may seem appealing, but in the long run writing high-quality content with helpful information will lead to better performance for your site.

Proper Structure

Once you have a great content piece ready, you need to put it in a compelling frame. Having relevant images that are attractive and eye-catching, related videos, and a catchy headline. Since the headline may be picked up as the title of your search results, make sure it explains the content and makes people want to look at it. Great copywriting is improved by having all the right link types, keywords, images, and structure to present it properly.



So how do you find the right keywords to build your content around? Use a keyword research tool. There are several available from Google, Moz, and Wordstream, for example. Type in a keyword you want to see results for, and then explore the available data. Look for keywords that have many searches, but lower competition. Ones with a lot of competition will be hard to rank for. Keywords with few searches won’t give you as much benefit as ones that get many searches.

Most tools will also give you data for long-tail keywords. These are longer, more specific keywords that people search for and may deliver lower competition for more searches than standard keyword phrases. If your website is relatively new and lacking in the authority to take on the major industry competitors then it maybe wise to target multiple long-tail keywords and build up traffic and authority to your site and brand that way though.


Tips for Better Keyword Research

  • Think outside the box. If you’re not sure what keywords to use, put yourself in your customer’s shoes. Try to figure out what he might look for. Think what queries a searcher might type if they are asking a question you have the answer to. Keep a list of keyword phrases you’ve considered.
  • Read through competitors’ websites to determine what keywords they’re targeting. It may help you come up with ideas to put into the tool.
  • Give yourself some room to experiment. Not every piece of content you publish has to be a homerun, because it will also provide other benefits for your site—even if it doesn’t get a lot of views. It’s okay to try something new to see how it performs and test it on your own site. You may discover a great keyword or phrase others in your niche haven’t yet.


Setting Up SEO-Friendly Documents

One important consideration when performing SEO copywriting is that you can’t just dump paragraphs on the page like an essay. Web content should be formatted differently than other types of content, simply because it will be read and examined differently.

Consider using headings to break up your document. Think of them as the bones of your content. They make it easier for a visitor to skim the page and find the content that’s relevant to them. Don’t make your paragraphs too long. Short paragraphs or a mix of lengths is more readable and attractive.

Choose a font that isn’t hard to read. You’re looking for something attractive that fits with your page, but nothing fancy with lots of flourishes. If it’s hard for a visitor to read your site, they may move on and not come back. Always think readability when you’re working on your copy cosmetics.


“On a typical blog, only about 2% will spend more than two minutes reading a post”

Neil Patel,


Writing SEO-Friendly Content

Think of your content as a conversation between you and the person visiting your site. Depending on your niche and the approach you want to take, you might keep things more casual or more formal. For example, a recipe site that uses real-life anecdotes might address people like old friends. A site trying to rent business conference spaces probably wants to keep things more professional. Choose a tone and stay on it throughout your site.

Use the active voice when possible. Don’t force it, but do try to write in such a way that most of your sentences are active rather than passive. It is a cleaner writing style that resonates with most readers. Also, use powerful words that inspire emotion in the person reading your content. When they connect with your words, they’re more likely to connect with your site.


“Using active voice helps people picture themselves taking action, so it’s no surprise that it’s considered so important in marketing copywriting. After all, when you write your page copy, you want it to convert – and that means convincing readers to take action on your offer”

Sharon Hurely Hall,


Determine what questions your content could answer, and then work that into the content. Many people search for questions when they don’t know the answer to something, and if you provide the answer, you might rise in search results.

Finally, don’t skimp on the words. Writing more than 1500 words not only offers more space to answer questions and explain concepts, but it also provides more room for links and keywords. You don’t need to go overboard; every post isn’t a novel. But don’t cut yourself off, either. Write to the topic, and try to go long. Neil Patel of Quicksprout found that pages that ranked higher on Google were likely to have more than 2000 words. Pages that were higher in the results tended to have more words than those lower in the results as well.



7 Ways to Improve Your SEO Copywriting

Don’t Keyword Stuff Your Content

Old SEO professionals often suggested stuffing in the keyword you’re targeting as much as possible in a post. But that creates an unreadable and unattractive piece of content. Instead, keep your tone natural and appealing. Use different variations of your keyword to target other potential searchers with your content.

Pay Attention to Your Metadata

Your metadata is information about your content that doesn’t appear on the page, but is visible to search engines. It may determine how your site’s search result appears on Google. Make sure to optimize your metadata before you publish your page. Even great SEO copywriting needs the right frame to get those initial views before your site develops a large following.

Create a Blend of Link Types

Not every link on your page should go to a different site. If you have other content that offers more information about a topic you touch on in your content, link it in your piece. It keeps people on your site, shows the breadth of your knowledge, and improves the utility of what you’re writing by offering a portal to other information.

Always Check for Errors

Errors aren’t only grammatical issues or misplaced commas. They can also be using the same word too often, or not varying sentence lengths. You don’t have to be a perfect, professional writer to create good content. Using a great editor can be highly beneficial in making your writing better and more attractive to visitors. Look for any issue that makes reading the piece less than smooth.

Look for Places to Quote Experts

Not only will quoting experts offer an SEO benefit, but it will also add authority to your piece. Read through the content that others in your niche are developing to see what they’re saying. Once you find something relevant, quote the person and link back to their site.

Keep a Steady Flow of Information

Repeating yourself in SEO copywriting isn’t a bad thing—but you should be introducing new ideas as your piece develops, too. Repetition helps drive home the most important points you need to make. New information keeps the content moving and interesting, as well. Try to only repeat the things that are vital for a reader to understand in a single piece of content.

Back Up Your Facts

If you cite a quote, paper, study, or fact, link to it in the body of your content. Make sure you find the best source possible for that link, too. For example, linking to a study itself offers more utility to your reader than linking to a fluff news piece about that study. Always err on the side of value when making decisions in your copywriting. Good content will lead to good PageRank, as long as you also focus on things like content outreach and metadata best practices.



SEO copywriting is an important skill to cultivate and master as you build your website and develop a following. It’s the base of your site and your communication with visitors. You can always hire a professional if you don’t have the time or inclination to learn, but feel confident that you can also write powerful content yourself if you’re so inclined.



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What is Cornerstone Content And Why It’s Important Tue, 23 May 2017 11:45:04 +0000 Making your website accessible and easy to navigate can be the difference between retaining visitors and losing them to other sites. Strong, well-designed cornerstone content is a major factor in keeping traffic on your site and improving your customer experience. This content can also help you improve your SEO, which will boost your place in […]

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Making your website accessible and easy to navigate can be the difference between retaining visitors and losing them to other sites. Strong, well-designed cornerstone content is a major factor in keeping traffic on your site and improving your customer experience. This content can also help you improve your SEO, which will boost your place in search results and bring more viewers to your site. If you don’t already have well-written and designed cornerstone content, start today so you don’t miss out on the benefits it can bring to your business.

What is Cornerstone Content?

Cornerstone content is the foundation of your website. It’s the most important, well-written, and explanatory information that you have to offer in your niche. You’re building your entire website on the basic fundamentals of your niche. It might include things like introductory blog posts, frequently asked questions, or other important information like instructions or warnings. Anything a new visitor might need to understand the content of your website or content area can be a cornerstone.

Cornerstone content should help a person get familiar with both your website and the most important topics that you’re covering.

Another reason it’s called cornerstone content is because it should be the best content on your site. This is the content many people will see when they first navigate to your website. Plan to make a good first impression with strong and relevant pieces. One way to increase the number of returning visitors to your site is actually to have a series of helpful or introductory posts linked on the welcome page.

How Many Cornerstones Should I Have?

There is no hard and fast number for the amount of cornerstone content you need, but look to have a minimum of four or five pieces of content. They should be well-researched, clear, and informative. Depending on your topic area, you may need more cornerstone posts. Don’t be afraid to branch out and create additional pieces. Few undertakings are done overnight. Update your website with cornerstone content as you grow and you’ll eventually have a wider, more solid foundation.

How to Decide Which Posts are Cornerstone Content

To decide what is cornerstone content, load your website and pretend you’re a viewer interested in your niche but unfamiliar with your business. Imagine that you’re not an expert. Try to figure out which articles or pages you’d want to look at first. What information are you seeking? The posts that a new visitor would attempt to find are cornerstone content. It’s the most basic and important information your website has to offer.

If you’re creating cornerstone content for the first time, decide what issues will be most pressing for a person searching for content in your niche. If you’re selling doghouses, for example, an article about how to choose a doghouse or the different types of doghouses would be good choices. They’re helpful articles that will appeal to many people, and bring them to your site. Once a person associates you with knowledge, they may be more likely to trust you and use your products or services.

Why is Cornerstone Content Important?

Cornerstone content is important for several reasons. The first is that it’s the information someone needs to determine whether your website is useful. If you’ve ever been to a site that lacked a clear structure, you understand the need for cornerstones. They guide a new viewer into your site and help them come to trust in the product or service you’re providing.

Cornerstone content also acts as a hub for all the posts, articles, or content you have about one topic. It’s an introduction instead of a deep, nuanced discussion of one particular aspect of an issue. Think of it as an excellent overview of topics that matter most in your niche.

How Does Cornerstone Content Help Me?

To get a better idea of how cornerstone content can improve your website, look at how Brian Clark of Copyblogger expanded his audience.

When his site started in 2006, he only had two pieces of cornerstone content that were of interest to his target audience. They were pieces about fundamental concepts in copywriting and blogging. These drew people into his site and his regular blog updates helped keep visitors around and encouraged return visits. Derek Halpren says, “The cornerstone content gave Brian instant credibility.”

More than a decade later, Brian has more than a dozen cornerstones on his site that draw in new traffic and help a viewer become accustomed to the topic. Those original cornerstone resources are still helping Copyblogger rank for strong keywords and pull in new viewers today. For Brian and others who use cornerstone content successfully, it helps them rank for high-visibility keywords and positions them as topic authorities.




Cornerstone Content and SEO


“Sites don’t rank: pages rank. If you want to rank for a keyword, you’ll need to determine which page is going to be the page ranking for that keyword”

Joost de Valk,


So what SEO benefits are there and how do you get them from cornerstone content? One of the biggest positives is that writing cornerstones can help you rank for popular keywords. These can be difficult to have a strong position for otherwise. Since cornerstone content topics will come up in other blog posts, it’s important to make sure you’re presenting your pages the right way for Google to understand which pieces are cornerstone content and which are supplementary.

Cornerstone Content and Linking Structure

Think of your site content as a graph with the homepage at the top. All the less important articles appear near the bottom, filtered down from more important pieces. Your cornerstone content should be near the top of the graph, preferably linked on the homepage.

As you discuss the cornerstone topics in other posts and places, link back to the cornerstone articles. It will make Google’s crawlers interpret them as more important than the other pages, ideally. For example, if you’re writing a post about marketing as a cornerstone piece, link back to it from articles like “Marketing to Students” or “Tips for a Great Marketing Strategy”.

Cornerstone Content and External Links

If you’re able to get high-value links from an external source, consider having it link back to one of your cornerstone articles. Since cornerstone content is ideally competing for the most competitive keywords, it’s important to give it some priority.

High-value links from great sources can boost your SEO. Point them at your cornerstone pieces to help them rank for those more difficult keywords. Keep that in mind when you’re doing content outreach with other sites.

Cornerstone Content and Customer Engagement

Since cornerstone pieces are your strongest and most relevant content, they increase customer engagement. People who enter your page looking for answers should be able to find them easily and not have to search through your site. When a customer finds a site useful, they’re more likely to return and recommend the site to friends.

Presenting the cornerstone content up front also offers the benefit of keeping someone on the page. According to the Nielsen Norman Group, people leave webpages in less than 30 seconds in large numbers, but more slowly after the first 30 seconds. If you can keep a viewer on your page for 30 seconds, you have a better chance to retain them.

Since cornerstone content is interesting and relevant, it can hold customers past that crucial 30-second mark. Keeping someone on the page lets you get a chance to wow them with what you’re offering.


“You need to go out and learn something about your industry before you make something for it”

Rand Fishkin, Moz


Crafting Cornerstone Content

cornerstone content

An important skill is creating great cornerstones that stand as guides to newcomers. The strength of these cornerstones is what drives traffic to your site and sets you apart as an authority. So it’s important that everything you present is well-researched. Make sure that you’re providing clear information for a reader who isn’t as familiar as you are with the topic.

Doing research in your niche before you start the process is essential. Knowing what’s out there gives you an idea of what ground there is to cover, what’s old news, and what will catch a viewer’s interest. It can also help you find good links to include in your content.

If you already have a lot of content, select the strongest pieces that best represent and elucidate your area of expertise. If you don’t have content yet, write a list of questions that most people searching for the keywords you’re targeting would have. Start writing your first cornerstone piece to answer the one that seems most important or compelling.


7 Tips for the Best Cornerstone Content

  • Figure out what keywords to use. To do this, ask yourself what search someone would perform to find your page. Once you know what keywords you’re targeting, focus on making your page respond to a search for that keyword as best you can.
  • Focus your metadata with your keywords. Remember that your title and meta description may appear on your Google result. Make sure it’s eye-catching and references the content of the page.
  • Consider the competition. If your competition doesn’t have strong cornerstone pages, it improves your chance of gaining return visitors through great content. On the other hand, strong content from competitors means you must set yourself apart. Consider setting up a tutorial or cornerstone pages that link together. It could help you stand out.
  • Draw your reader’s eye to your cornerstone content with an explanation of what you’re providing, an intriguing story, or some kind of offer. Getting attention can be difficult, so try to lead with something strong.
  • Use bullet points and subheadings to break up your content and increase visual appeal.
  • Include videos, images and other media to help illustrate your points and expand on them.
  • Read over your content regularly and update it as needed. Google favors pages with content that’s updated over those where it isn’t.


Cornerstone Content and Marketing

One way to create effective cornerstones is to think of them as a product. They’re entries to your brand or answers to questions, for example. Everything you do to attract customers to your page is marketing. In that same way, effective cornerstones are marketing too. But don’t write cornerstone pieces the way you would an advertisement. Instead, think of them as teaching tools.

Consumers often block out marketing, but respond positively to educational pieces. Write your cornerstone pieces with the intention to teach the reader something. Since you’re providing positive and free resources, people will be drawn back to your site. If you do an exceptional job, you also improve your chances of social shares. These strategies should help you create stronger content that resonates better with visitors.

Presenting Your Cornerstone Content

A landing page is one of the best ways to present your cornerstones to a new website viewer. It creates a roadmap that showcases your best content and helps people find it immediately. One way to do this is by linking it to your landing page.

Make your cornerstone content visible and easily accessible. It shouldn’t be a struggle for a new visitor to find it and read it. If the cornerstone content links together, be sure to provide a way for a person to navigate from one piece to the next.

Link back to cornerstone content in future articles or blogs.


Cornerstone Content and a Call to Action

Since one of the reasons to have cornerstone content is to increase customer engagement, include an appropriate call to action on your pieces. This will help a person to know where to go to utilize your products or services. In the same way cornerstone content should be easy to find, so should the content you want to point people at.

Cornerstone content provides viewers an entry point to your website and can help retain a first-time visitor. It showcases the knowledge that you have; it helps you gain the trust of a potential customer. Craft strong cornerstone pieces and present them properly for the best result.

You don’t have to start from scratch, since you can fix up old posts or content and make them good enough to be cornerstones. Don’t be intimidated. Cornerstone pieces are an essential part of your website and will help you retain customers and improve your SEO. The time you spend creating great content will pay off in the end as cornerstone content draws new visitors to your site.

Do you have any cornerstone content on your website or blog? Feel free to show us in the comments!

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How To Do Content Outreach (The Right Way) Wed, 26 Apr 2017 09:30:14 +0000 When you’re trying to build a brand, outreach is one of your most valuable tools. As you link up with other reputable sites, your own reputation online improves and you gain more content authority. Unfortunately, it can take a lot of outreach to build a few solid relationships. Approaching people the right way can improve […]

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When you’re trying to build a brand, outreach is one of your most valuable tools. As you link up with other reputable sites, your own reputation online improves and you gain more content authority. Unfortunately, it can take a lot of outreach to build a few solid relationships. Approaching people the right way can improve your chances of making those connections. Before you begin, make sure to have a strategy that will warrant a positive response.

What is Content Outreach?

Content outreach is how you make contacts and get them to share and promote your content. There are a few kinds of content outreach to be aware of. One is just contacting the owner of a popular blog or site and having them share your website via a link. Another is having your content tweeted, shared on Facebook or posted on another social media site by a reputable blogger or brand. Another is guest blogging, where you create content for a different site; the content you create would promote you as an expert and also point back to your own site.


How Does Content Outreach Benefit My Brand?

Content outreach has three major benefits for your brand. The first is that it can position you as an expert in your field. When people with brand authority quote you, promote you and share you on their own sites, it shows potential customers that you can be trusted. The more you engage in the community for your brand, the more you’ll be visible and reputable.

The second is that it offers SEO benefits. The more links you have back to your content, the higher you’ll appear in Google search results. When your links appear on the pages of respected, frequently-updated and authoritative sites, you’ll see a boost in your sites authority. That’s one of the reasons why content outreach is so important. The higher you appear in Google search results, the more clicks you get.

The third benefit is organic outreach. People who are reading the pages where your content is shared may click the link and visit your site. If your content is up-to-date, interesting and relevant, they may share to their own communities or return to your site later to get more information or pay for products or services. That’s one reason why it’s so important to try to connect with reputable, respected sites and people.


Who Should I Contact?

Obviously, the more high-profile and respected the person you contact, the better. However, if you’re reaching out to people like Matt Cutts to get links about SEO, you’re probably not going to get a response. You need to find a good balance between the high-profile, well-respected contact and the contact who will actually reply to you.

There are basically four groups of people to consider.

  1. High-level experts with a large audience. For example Rand Fishkin of Moz.
  2. Less well-known, but still authoritative people with a more moderate audience.
  3. People who are just getting on the radar in your community. They’re also working to actively gain a larger audience by promoting themselves and being active in their niche.
  4. Sites with no major audience that isn’t niche-specific and isn’t self-promoting.

Though it can be difficult to contact a high-level expert, the exception to this is if you have a personal connection to them. If you do, use it to reach out and you may get a lot of return in the form of new traffic. When your site is shared by someone with a lot of influence, it could mean many new visitors. If you don’t have a personal in, however, it’s better to focus your efforts elsewhere.

Focus on the people who are less well-known and those that are actively promoting themselves to have a better chance of connecting and getting some type of content share. One way to think of it is to consider how many unsolicited emails a given person must receive. The more they get, the more likely they are to skip over your outreach.

When deciding where to focus your efforts, consider using a tool like Moz’s Site Explorer to check the page authority and what kind of links your target produces. That way you can be sure you’ll get the most return for your effort.

Of course, using the right strategies will improve your response rate.


How to Identify Contacts

If you’re new to content outreach, start small by looking for blogs that accept guest posts. A simple Google search can unearth many blogs that take guest posts, submissions and other types of content that you’ll be able to post along with a link to your own website. If you’re interested in contacting these blogs, be prepared to create a new post to publish on their sites.

To reach out to influential bloggers and people on your niche, look for their contact information on their websites. Avoid using the contact form embedded on the website, since it can be less targeted. Instead, find their contact information and send them a personalized email that includes your content, what you can offer and what you’re hoping to get.

If there’s no contact information on a website, look for a profile page. You can also look up site owners on social media like Facebook or LinkedIn. It’s best to try to find a professional page or one associated with their site, rather than contacting them on a personal account.

Finally, each site has its information published online. You can often find a contact email if you search for the domain information.




“It’s easier to be real than to fake being real”

Matt Cutts, Google

How to Approach Your Contact

The first step in approaching someone is to make sure you have their information correct. Double check their name, email address and the spelling and capitalization of their website. First impressions matter; it’s important to look professional and competent. Before you send the email, too, you should go back over all the pertinent details and make sure that you’ve covered all your bases.

Address the person and introduce yourself if you haven’t met them before. If you have, refresh them on who you are and where you met. Explain where you’ve seen them or found out about them if applicable. For example, if you’ve read their articles, used their apps or watched videos they’ve produced, mention it.

Explain what you want to share with them. Whether it’s your best blog post, the results of a customer survey, or analysis of your website traffic, send them a link to the information you’re hoping they’ll share.

Ask for what you want, whether it’s feedback or a boost to a larger audience. Keep in mind that you’re more likely to get feedback than an immediate content share—and the person will share it in any case if they find it interesting. Sometimes it’s better to not ask for the boost and instead appeal to the person’s expertise by asking for feedback instead. This is the case when you’re writing to someone who’s significantly more influential than you currently are. Asking for a critique may be met with a better response, but it will still get your link in front of that person. In the same token, someone on the same level as you who’s actively working on building their brand may be more open to a content exchange.

Thank them for their time, and sign the email. Keep it short and sweet—it’s better to get to the point quickly than to ramble on and lose the person’s attention. An executive research firm tracked their emails for five years and found that short emails get quicker responses.



Offer Something Unique

The best way to get a return on your time is to offer something unique to the person you contact. For example, if you have some kind of information that they haven’t seen before, offer to share it with them. This could lead to a click from the person you’re trying to make an impression on because they’ll want to read the study you’ve conducted or the data you’ve gathered.

If you’ve built an interesting tool, share it with them. Don’t wait to share the most interesting things about your brand and what you can offer until you’ve made contact. Offer that information right away so that you increase your chances of getting noticed and being able to share your content.

Keep in mind that a popular person could get multiple emails every day and won’t be able to respond to or feature everyone. If you figure out what makes responding to you worth that person’s time, you’re halfway toward developing a relationship with them that will help you market your brand.

It may seem like it takes more time to offer something unique in a targeted, personalized way–but it will pay off when you’re seeing more positive responses than negative ones.




Five Ways to Get Noticed

  • Personalize the email – Address the person by name and the entire contact will seem more personable and approachable. You’ll stand out in a sea of emails that aren’t geared directly to the person receiving it. For example, personalized emails in marketing get six times higher responses than those that don’t personalize, but most marketers still don’t personalize. Doing so will help you stand out.
  • Give a little bit about you in the email – Since you may not be known to the person you’re contacting, it will help give you a little authority and show why the person will want to work with you. James Smith is just a person. James Smith with a degree in marketing who runs operations for a web startup is someone with a background and knowledge on a topic that may interest the person to whom you’re writing.
  • Target your content to the person you’re contacting – If you can work in a quote or a mention of something they’re trying to market, they may be more interested in clicking the link you send. People want to get something out of the interaction. If you offer relevant content, you’ll stand out from the people who send out less targeted links.
  • Find out who influences your ultimate targets and then create relationships with those people – You can use a tool like Followerwonk to see who the person you want to work with follows to get an idea of what interests that person. Once you have an idea of who to they follow, determine whether those people would be receptive to your outreach. If they’re too high in your niche to respond to you, consider looking at who they quote and what they share. Those sites may have people who would be receptive to working with you. It’s all about learning who’s influential in your niche, what sites are on the rise and who the most dominant figures in the industry are keeping an eye on.
  • If you want to complement their content or site, do it in a measurable, active way –  Say that you’ve tweeted it, shared it or that it gave you a different perspective on a topic, for example. Simply saying it’s “interesting” or “good” won’t be as compelling. Many people will give generic compliments. Make yours active and specific.


Content Outreach Mistakes to Avoid

  • Don’t be too arrogant or demanding – Be confident in your site, abilities, and links, but beware. If you come off as too arrogant, the person may not be interested in working with you. Being humble and quietly confident means asking for feedback. This is better than demanding that the person looks at your link and shares it right then. Keep in mind that you’re asking for a favor.
  • Don’t let your email look like spam – Writing the same outreach email over and over may cause it to look like spam. It’s another case where personalization can be the difference between the person clicking “delete” or “reply”.
  • Don’t use every article on your blog for outreach – Pick the best articles with the freshest ideas and most original content. That way, you have the best chance of being picked up and shared.


Content outreach can help you increase your authority and visibility in your niche. By networking with other professionals and exchanging content or links, you’re making your website more influential. Content outreach is a long term strategy, so don’t get bogged down worrying about the people who decline. Eventually, the effort will pay off with better search ranks and more hits on your blog. As your reputation increases, you may one day find yourself fielding outreach offers more than you send them out.

The post How To Do Content Outreach (The Right Way) appeared first on Performancing.

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How to Create Evergreen Content to Grow Your Brand Thu, 30 Mar 2017 10:30:45 +0000 Posting evergreen content to your website ensures you have a number of articles that don’t fade in utility over time. Unlike information that will become irrelevant as things in the industry change from day to day, evergreen content will stand the test of time and offer benefits to both your ability to find new website […]

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Posting evergreen content to your website ensures you have a number of articles that don’t fade in utility over time. Unlike information that will become irrelevant as things in the industry change from day to day, evergreen content will stand the test of time and offer benefits to both your ability to find new website viewers and your position as an expert in your field.


What is Evergreen Content?


What makes a piece of content evergreen is that it’s as relevant next year as it was last year. It’s timeless. Instead of being a flash in the pan that quickly generates views and then stops getting hits when new, updated information becomes available, it sticks. Evergreen content deals with topics that aren’t constantly changing. If you post a piece of evergreen content today, it could still draw in clicks from a search engine in five years.

When you post a piece of time-sensitive content, it may ramp up your website visitor count for a few days or weeks, and then fade away. As the information becomes less relevant, it will decrease the amount of clicks a piece can get. While time-sensitive content does help get people to your page, evergreen content will be able to generate a higher volume of clicks in the long-term simply because people will still see and respond to it as time goes by.


Examples of Evergreen Content

If you haven’t developed pieces with evergreen content in mind before, here are a few examples that can help get you started.

Instructional guides.

– Even product guides for products that are older will stay evergreen as long as people continue to use the old model.

Getting Started

– People will always need an entry-level approach into your topic. Try keeping it basic and your piece will stay relevant in the long term.

Case Studies

– If you do original research, pair your results with an explanation of how you got them to offer new information that will stand the test of time.


Neil Patel’s excellent case study on writing case studies, very meta!



– The definitions for words rarely change. When someone searches for a word, your website may be the result they choose on Google. Going into depth about a term and its history may offer even      more utility.


– Lists of unchanging information offer both an attractive format and evergreen content.


Bufferapp’s blogging tips post is 4 years old and still being updated!


Interviews with industry experts

– Connect with thought leaders in your field and ask if they’d be interested in an interview via email or Skype, many people will welcome the exposure!

Historical topics or encyclopedic entries

– Since history doesn’t change quickly—even while some industries create new history every day—a page offering historical or encyclopedia content can offer utility for years to come.


What Evergreen Content Isn’t

Many types of content aren’t evergreen and that’s okay—sometimes it’s necessary to publish stories that will get a high volume of hits in a short time. Time-sensitive content has its place and offers a different kind of benefit, but shouldn’t be the only thing you publish. Types of content that aren’t evergreen include:

News stories
– News stories are one of the most common content types that are time-sensitive, not evergreen.
Seasonal articles
– Though they may be relevant each Christmas or fall, for example, they won’t generate clicks all year and will die off almost completely when the holiday or season isn’t taking place.
Trends articles
– Since trends change every year, discussing them is always time-sensitive. The nature of trends also means that old ones quickly become irrelevant and are replaced with new, current ones.


How to Reach Your Target Audience With Evergreen Content

The best way to reach everyone is to post a mix of evergreen content and time-sensitive content. However, unless your site is focused on providing up-to-date information and being on the cutting-edge of a topic, it’s better to focus on evergreen content. As you build a library filled with evergreen content, you’re also building up a series of links and webpages that help draw people to your site. Every new piece of content you offer is another link in the chain that brings new viewers in and helps grow your business.

Another way evergreen content can help grow your business is by generating social shares. The more relevant something stays over time, the more likely it is that a person will share it on their social media profiles, connecting your business to their friends, relatives and business associates. So instead of pulling in a bunch of views at once that quickly dissipate, you can get organic clicks through quality content that encourages shares.

If you update your site five times per month, try to make sure at least four of the five updates are evergreen content. The last one can be a piece of time-sensitive content that draws in viewers interested in something trending quickly and helps give your site a temporary boost in traffic.


Examples of time sensitive vs evergreen content

How Evergreen Content Affects SEO

Publishing evergreen content can affect your search ranking, which has a direct effect on how many people visit your website. According to Search Engine Watch, sites that focus on evergreen content get more clicks on pages that offer evergreen content. Those pages are the most popular. Similar sites that focus on time-sensitive content are more likely to get clicks on their homepage and other static pages, rather than time-sensitive articles. In other words, evergreen content draws more clicks than time-sensitive articles in many cases.

The same post also explained that, of the two sites they compared, the one that focused on evergreen content got more recurring traffic from their articles and has greater search visibility in similar topics. So if you’re looking to grow your audience and your business, focusing on evergreen content can boost your search rankings for the terms you want to target.


When Harsh Agrawal added dates back to his evergreen content his traffic dropped by almost 40%.

The Effect of Date Stamps on Blog Traffic [Case Study]



Evergreen Content and Keywords

One aspect of SEO that evergreen content affects is keywords. Choose good keywords and phrases that will drive traffic to your site, and then use them in your content. Doing so will help your site rise in the search results until it’s more visible to searchers.

For example, targeting a term like “wooden furniture repair” may be hard to rank for at first because there are millions of results on Google. However, as you generate more evergreen content, search engine crawlers are going to pick up more from your page. When you write evergreen pieces that use the keywords you’re trying to rank for, and those words are picked up by the search engine crawlers, you’re going to get boosted in rank for that term.

The pages those keywords exist on give you a better boost in search results if they’re not out-of-date and if they have more traffic. Since evergreen content produces more views over time, it will be favored over time-sensitive content when being indexed by Google and other search engines. This means that pages that use your keywords and feature evergreen content are more likely to be visible to customers who search for those keywords over time.


Evergreen Content and Brand Authority

Evergreen content also offers the benefits of giving you brand authority. Brand authority shows that you’re an expert in the area of your business and offers them confidence in trusting that you can provide the best possible product or service.

One way to both gather evergreen content prompts and increase your brand authority is to take questions from customers on your social media profiles. Answer the questions in a frequently asked questions page or on its own page, if warranted, and then you have new evergreen content that someone could perform a Google search to find.


A great piece of evergreen content on lawn care by


Another strategy is to publish interviews with experts or people well known in your field. Not only will it give you a new set of keywords, but it will show that you’re plugged into your industry and knowledgeable in the field. Interesting interviews also serve as another type of evergreen content.

As always, the most important way to offer utility and increase your brand authority is to offer well-written, honest and high-quality information in your evergreen content.


Ways to Get Creative with Evergreen Content

Not all evergreen content has to be writing. One way to increase the effectiveness of an instructional video, for example, is to illustrate the process of something hands-on with a video or pictorial. You can make a mix of content types before posting in order to give your audience the best return for their click and also to keep them coming back to you for more information on other topics.

Try making a question and answer series to generate some fresh evergreen content. Other people may be searching for the same questions other viewers have, and answering those questions on your site will draw those people to click on it. As long as the answers aren’t dealing with news topics or trends, the question-and-answer format is an easy way to post solid evergreen content.

Another way to get creative is to use interactive content. 75 percent of respondents agreed that interactive content can “provide a ‘sample’ of the brand, resulting in a higher degree of lead nurturing,” according to a survey by the Content Marketing Institute. This means that you can use interactive, evergreen content as part of a long-term strategy to grow your business by introducing your brand to new customers. put together this very impressive piece of interactive content that looks at vocal ranges of pop stars

Checklist for Evergreen Content

Before you publish your content, ask yourself these questions to make sure it’s evergreen:

  • Will this still be relevant to a viewer in one year? Two years? Five?
    The longer it will be relevant, the more evergreen it is.
  • Does this deal with a topic that will fade in importance over time?
    Topics like family, technology, relationships, education and healthcare may change, but the fundamentals stay the same. They’re always important and people will always be looking for content on those topics.
  • Who am I writing for?
    Since experts may not need basic evergreen content as much as beginners in a topic, write for a wider base of people. While it’s fine to write to the group interested in your niche business, you’re less likely to get clicks if the content isn’t accessible by a person searching for your keywords.
  • Is this topic already covered?
    Often, it feels like topics have already been done. Don’t let that deter you from making similar content, because you can put your own spin on it and offer new utility. Whether it’s the content itself, the accompanying images or your own specific authority on the topic, don’t let the fear of repetition stop you.
  • Is there a way to make this more niche?
  • Another way to ensure your content offers new utility is to delve into a niche that isn’t as covered. If you are in a very specific field, it will be easier to generate evergreen content that doesn’t feel repetitive.
  • Is there a way to make this more relevant in the long-term? Can I add media that makes it more useful to viewers?


Tips For Publishing Evergreen Content

Before hitting publish on your article, check to see whether it connects to other articles on your site. If it does, include links from that article to another one. It will help your search engine ranking and lead visitors to other areas of your site and new topics they might not have considered.

Update pieces as necessary to keep them evergreen. If you’ve written something about the history of a specific type of technology, you can go back and add a new bullet to your timeline in just a few minutes. Doing so will keep the page relevant and offer better, more complete information to visitors. The more complete your coverage of a topic, the better your expertise will appear to viewers. This can help grow your business by giving a customer confidence in your products and services.

Ultimately, publishing evergreen content will help build your business by drawing in new viewers and making your site into an authority on its topic. Over time, evergreen content will build up until you have a series of links and pages that draw in new customers and get your offerings in front of them. While there is a place for time-sensitive content, a marketing strategy that focuses on evergreen content should deliver better results in the long-term.


Should We Give In To Clickbait When Creating Content?


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Posting the Right Amount of Content for Engagement Thu, 23 Mar 2017 09:02:31 +0000 Engaging with an audience is one of the most important aspects of marketing your product or service on the Web. One major way to reach people is with updated content that you share on social media, including articles, blog posts and new Webpages. However, it’s possible to push out too much content and fatigue your […]

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Engaging with an audience is one of the most important aspects of marketing your product or service on the Web. One major way to reach people is with updated content that you share on social media, including articles, blog posts and new Webpages. However, it’s possible to push out too much content and fatigue your audience or oversaturate their feeds. While there is a clear benefit to posting new content regularly, finding the right amount and times is an essential part of any marketing strategy.

Content and SEO

When it comes to SEO, the way to get engagement is to use the right keywords. You need keywords in the page URL, the title tag, the header, and the content itself. The more targeted, relevant and current the content, the better the SEO results you’ll get. You can test different keywords in different updates to see which update gets the best traffic from search engines. It’s an easy way to play with your keywords, metadata and other factors without affecting the main page of your site.

Content and Marketing

One great thing about updating your site regularly is you can post updates on your social media sites, which helps with engagement. A new blog or page is a reason to post a targeted update to people who already like your page. If it’s interesting or relevant enough, a person may share it with their friends, leading to even more engagement from people who were previously unaware of your Webpage. Having your site updates linked to every relevant social media site: Facebook, Twitter, Tumblr, LinkedIn, Pinterest and others will increase your visibility and help create new links to your site. So not only does developing your website allow you to offer more utility, but it also gives you a larger chance to reach out to an audience.


How to Market Your Business on Pinterest


Finding Your Balance

When considering how much content to publish, the trick is to find a balance between oversaturation, staying relevant and making search engines crawl your page more often. Some sites update daily with news or information about the industry they’re involved in. Including industry news is one way to keep updates relevant and include more content if you’re interested in updating more often. In general, though, it isn’t necessary and you’re better off updating three or four times per week. If you have less things to publish, aim for at least one item per week. Keeping your website fresh with new articles and images helps reengage customers who’ve already visited and keeps your traffic high. Also, the more the search engine crawls your site and sees new information, the more likely you are to get a ranking boost, leading other viewers to your site.

If your business or industry doesn’t have daily or weekly updates, a good way to stay on track is to create a content schedule. Think of at least one topic per week that you can write about, create a video about or otherwise share. Try not to fall below one update per week, or else you may lose return visitors who can be frustrated when they return to the site and find nothing new to see.

Days and Times

Consider your audience and where they’re located before you share any new content. For example, 50 percent of the population of the United States is in the Eastern time zone. Only 20 percent lives in the Pacific time zone. If your goal is to engage as many Americans as possible, post your updates according to the Eastern Standard Time. If, on the other hand, you’re attempting to reach a primarily British audience, you’d want to post according to the times when they’re at work.

Consider work schedules and when viewers engage on social media sites before you post updates. Posting when people will be at work is one way to help reach people, since many check their social media during the weekday, while they engage in non-computer activities in the evening.

Each site has different best times for engagement. If you’re looking to engage the most people on Facebook, post on Friday or on the weekend just after lunch. You’re more likely to get shares in the early afternoon and clicks in the late afternoon, according to a few different studies. But posting regularly will let you try different times and see what works for you. Since different studies find different results about the best time to post, chances are it depends on your audience and social media strategy.


5 Resources and Tools for Social Media Productivity


Update Sizes

Another thing to consider when creating content is the length of the update. For example, you want to be able to use a great deal of your targeted keywords and phrases in every update you publish. This way, you increase your SEO rank for those words. When you publish a new piece, aim for at least 500 words. Doing so will help you work in the keywords organically and keep the text from reading as if it’s the product of keyword stuffing. Breaking the text into paragraphs and using headings gives you an opportunity not only to feature keywords, but also to help pull a reader in and direct them immediately to the relevant information.

Don’t include too much information in one update. Not only will you still only get the same SEO boost and engagement from a single update, but you’ll deny yourself content to use in a later update. If a topic can reasonably be broken into two 800 word articles, don’t write one 1600 word article about it. Splitting it will allow you to engage your audience twice and have twice the number of links.

Ultimately, the most important aspect of your content plan is how often you update and when you share those updates. Regular, widely-shared updates posted at the right times can increase your engagement with both new and return viewers, which can help boost both your marketing efforts and your SEO. While daily updates may be able to provide content and capture attention, they can also inundate social media feeds and put off potential subscribers, so finding a balance is essential.

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