This is your funnel on content… Top of the Funnel 1 What topics do they want? It’s all about empathy… Help your audience make a buying decision. Your website is the mousetrap, Your content is the cheese… - Barry Feldman Which words convert? It’s all about readability… Latinate Words • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Anglo-Saxon Words • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set Write like an 8th grader! …but don’t dumb it down Source: NN Group Which posts have ranking potential? Low hanging fruit is delicious! Top content… Find your traffic champions The Spike and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years) Posts that rank high on page two… Queries Report with Advanced Filter for “Average Posts that rank high on page two! Queries Report with Advanced Filter for “Average Now for a little on-page SEO Let’s indicate the relevance... Use the phrase in 4 places A. Once at the beginning of the title <title> B. Once in the first header <h1> C. Four to six times in the body of the page D. Within the links to the page from other pages on your site. 1. Title: Once in the beginning It appears above the address bar in your browser… Don’t be too aggressive! This stuff works… Middle of the Funnel 2 Optimize for subscribers Grow. Your. List. Before… After… 1900% increase. Not bad! Why it works 1. Prominence 2. Promise 3. Proof Find your conversion champions Which are your most compelling posts? Subscribers per blog post… Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/ Pageviews per blog post… Subscribers per page view per blog post …well hello, champions! Let’s watch that in slo-mo… Now put on your traffic driving gloves… Are they finding what they’re looking for? Your website unsatisfying… Are they reading what you’re writing? The creation / consumption gap… Percent Content Consumption source: Avinash Kaushik Testimonials = supportive evidence Never make a testimonials page “When you say it, it’s marketing… When they say it, it’s social proof.” Where there’s traffic, there’s hope... Subsequent conversions The thank you page after the thank you page… But wait! There’s more… Subsequent Conversions… Your pages. Your funnel. Let’s break it down…