Audience-first content strategies for experts
I define BOFU content for experts this way: Content that serves a real and imminent purchasing decision for a paid solution. The user is in pursuit of a jump in progress on a more meaningful …
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Maybe counterintuitive, but experts can learn a lot from B2B SaaS traffic getting content strategy. The following sites have done a great job of zooming out of their specific product to get a …
Table Of Contents1. Review site manually, get a lay of the site and typical page template structures 2. Crawl and extract text, meta data, metrics with ScreamingFrogScreamingFrog's API …
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We all know what PageRank is in the context of Google / SEO, but it's also an incredibly useful tool for internal purposes around website analysis and surfacing insights. CheiRank is like PageRank …
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We often think of people as buyers in pipeline stages or funnels. As if their journey is somehow linear, they understand their problem, and can cut a straight line to the solution. But it's much …
People pursue purposes and outcomes. You've heard those can be treated as moving away from pain and/or toward possibility. But what I think really happens is you zoom out, and we're moving toward …
Continue Reading about Part 2 Solving for audience self-misdiagnosis →
I've talked a lot about how you, having turned over lots of complex problems, have domain knowledge while your audience is forced to operate from too little experience. Mapping user journeys in …
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Bear with me on this idea. As I obsess over "low hanging fruit" this and "high leverage" that or content organization as the solution to all your web-based marketing problems, I can't help but …
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Yesterday, I wrote you some reasons I thought "email list as king" of your marketing efforts should be rethought. To me, the points were self-evident: "email list value decays over time" AKA …
You hear that the "email list is the lifeblood of your online business." When you (email) launch a product, the sales come through your list. When you write a book, hammering your email list is …
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When I sold some work around a site audit + per article recommendations around keep, rework, delete and categorization, I thought, "this will be easy, this is what I do now." But I just keep …
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It is pretty much a meme now for SEOs to share and collectively crap on bad hot takes about how "SEO is dead" by people who don't even have a baseline understanding of search. They (we) think, as …
Everyone loves a power curve - the idea that central nodes in a network are the most important, that the fat head is where all the influence and popularity lives. All sorts of things were built on …
-or- rooted content vs thinking content This is a weird one. As I do pattern analysis on expert content, I find something that is obvious to the user but an absolute blind spot for the …
This is a key early step in organizing expert content. Keywords for our purposes just means one, two, three or so word terms that identify or are representative of an article or section of an …
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This article is in progress and incomplete. For my first year on this journey, TF-IDF shows up a lot in NLP 101 courses, each making it sound more complex that it is and stressing it as overly …
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Experts solving for relevant problems always seem to lean toward advocating transformation for clients. But in reality, that advice rarely ends up working. Why? Lack of buy-in (e.g. you're not …
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On Sept 1 and Sept 8, I'll be doing a livestream workshop facilitated by Philip Morgan on Twitch and Youtube Live. It's practical takeaways on turning your piles of expert content into a well …
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If every visit to your site resulted in that person finding what they were looking for, that would be meaningful right? You'd have an instant way to qualify them. You can see where they came from, …
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Yesterday (ok, Thursday), I was describing why I think, in general, it's hard to say what you mean. Or more aptly, why I think it's hard for me (fear). When you want to say what you mean as an …
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I was going to write about a top tier SEO agency botching their own site migration after being acquired by Perficient. I was very excited to point out their fancy suit with the fly down. And then …
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I've come across some interesting (to me) patterns in what I write about, prompting me to note holes in my thinking I have to fill in, holes in my writing where I have done the thinking but didn't …
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Streaks are powerful until they are fragile You ever do something for x days in a row and feel really good that you were able to pick up the streak? Like the streak was the momentum. And then …
In organizing my own content, I'm working from the start and the end chronologically and making my way toward the middle. In starting with early posts and working forward, I can move quickly and …
Continue Reading about A draft of my content organized and some thoughts there →
