5 killer ways to create content that sells every time [new report]5 killer ways to create content that sells every time [new report]

Creating new pages
Page Structure

Rules

  • All pages are written for a keyword  / keyphrase
  • All pages are design to be or to support a keywords SERPs
  • No links in the first few paragraphs
  • Internal links can be added to the remaining paragraphs
  • External links lower still if possible
    • Or used in citation sense

Documents required

  • Client’s keywords
  • Client’s list of pages
  • Client’s SERPs results
  • Client’s list of USPs

Q&A Research

  • WHO am I addressing? Target audience, man or women, young or old
  • WHAT do I want the user to do?
  • Which keywords are highest traffic generators
    • These need including in the page
    • Refer to client keyword document
  • Refer to SERPs to see where site ranks today for keyword
    • Which keyword group are you trying to improve the SERPs of
  • Hub pages
    • Refer to client list of pages which pages are hub pages
    • What other pages could be linked to LOGICALLY
    • This defines the URL of the page and its position in the site’s architecture
  • Search Google for key phrase
    • Copy ‘Searches related to ________’
    • Use these as possible paragraph headings
    • Include all RELEVANT of these within the content
  • Search  http://www.thesaurus.com/ for synonyms
  • List different ways of saying the same thing


Sandwich
Use this structure to create content for ANY page. Remember any page can be a landing page.

CONTENT PART 1

  • Start with a working title: Header SALES (1 sentence)
    • SEARCH Google and copy any advert tag lines that catch your eye
      • Use these are the H1 for the page
      • Ensure it catches interest of user / Change slightly
      • Use strong frank language hate / love / brilliant etc
      • Stay accurate and short, add bracketed clarification to your headline, use [] if long
        • Ie (Internet Ad spent is about to Surpass TV Ad spend [new report])
  • INTRODUCTION (2-3 sentences MAX)
    • Clear and concise ‘about the company’ in relation to this page’s THEME
    • Add LOCATION
    • Add FACT to back up intro
      • This needs to be based on a FACT about company
      • refer to client USP document
      • Could at a pinch be a statistic (ie 34% of women prefer blah!)
    • Add PERSONALISATION
      • MUST use person / name
      • Image must have a person in

 

CONTENT PART 2

  • Add PROOF of claim
      • Testimonial
      • Facebook likes
      • Certification / Awards
      • Customer fact
      • Facebook likes / Social
      • Videos
      • Image of fixed asset

 

CONTENT PART 3

  • First soft CTA: Call us / apply here / contact

 

CONTENT PART 4
The “meat” i.e what is this page about

  • RELATE
    • This forms the”meat” i.e what is this page about
    • Attempt to second guess the users query
    • PROBLEM
    • SOLUTION
      • What information do they need to make a purchase or to read on?
    • WHY they should use / buy here-  Make the value clear
    • PROCESS
    • FACTS
  • Specify the next ACTION
    • Hard CTAs: Call us / apply here / contact
    • Benefit for not leaving page and contacting / buying now