The 10 Commandments of Content Marketing – Content Marketing Part 2 – Lesson 1 – SEO Unlocked

– [Neil] Hi everyone,
its Neil Patel and today is another day of SEO Unlocked. Now, we're going to dive
into the advanced parts of content marketing. So this week's going to be really fun. Last week, we learned about the
basics of content marketing. This week, we're going to get
into the advanced elements as well as writing content
that you could be publishing on your own website. Before we get started, I love
starting off with a quote, Great content is the best
sales tool in the world. I've grown my businesses over
the years through content. It's been one of the most
effective sales tactic for me yet. Especially when you're starting off small and you don't have the
budgets as the big companies.

Again, here's a quick
recap of SEO Unlocked. Over the next few weeks, we'll
then get into link building and then we're going to get
into mastering Ubersuggest as well as branding and
customer experience. There's a lot of businesses
that are successful at due to content marketing. From what we research around the web, TechCrunch, over 20
million Huffington Post, 146 million, those are just some examples. There's so many businesses
that make millions and millions through content marketing. Another big one is NerdWallet. I believe over time
they can end up becoming if they're already not yet a
multi-billion dollar company just through content marketing. Quick recap, when we
covered part one last week. If you didn't watch that
video, make sure you go back. You can find on And go to SEO Unlocked
or you can find on any of the social channels where
I'm publishing content. Make sure you go and watch part one. In there, I break down
how to find content ideas and I also give you the Google Sheets file that will be helpful for you as well as the 20/20 rule book that you need to really create killer content.

When you're creating content, there's many different
content types out there and you need to make
sure that you master each and every single one because
different ones can be used for different things. Some are better for
selling, some are better for getting traffic, some are
better for getting back links. And I want to go over some of
the main content type of pieces that I use to generate more traffic. The first one is list. You've seen them. Magazines are notoriously known
for using them all the time. They're scannable, they're
quick, they're actionable. Usually list post are either
short or they're super long. Like seven ways to lose weight
or a hundred and one ways to lose weight.

Typically, the longer the list, the shorter information you're
going to get for each point. The shorter the list,
like let's say it's seven, typically, people go more in
depth on each list points. That's just something
for you to keep in mind. Here are some proof in the pudding. If you look at Neil Patel,
you know, use Uber Sist to see some of my most popular post pages. A lot of them are list based content. It's that effective. You can do list in a unique
way in which when you're going through it, you can integrate
it in a conversational type and here's the example
of someone doing that. So list don't just have to
be one, two, three, four. You can do it in a conversational
way, answer questions and that has been very effective as well.

And it's like, the reader
feels you're talking to them in a conversation versus just
speaking at them on stage and it being dry and boring. Another content type, this
is one of my favorites as well, infographics. My old startup, even though
it did fail, Kissmetrics, we were able to build
over 2.5 million visitors and 41,000 back links from
over 3,000 unique sites through 47 infographics. Quick math for ROI on that. If we had to pay for that
and use other sources to get that traffic, it would have cost us over $948,000, but we are
able to get those results for less than 30,000. We spent $28,200. That shows you that
infographics produce a huge ROI. You can do it on any subject, any topic. But the key with infographics
is not to abuse it. A lot of people go out there and be like, oh this infographic on
computers will do really well.

Let me publish it on my dentist website. Well, if you have a dentist
website that talks about teeth and cleaning teeth, what does
a infographic on computers has to do with dentists and dental stuff? Has to do nothing, so don't abuse it. Make sure the infographic is
very relevant to your website and your content. Next type of content, social media. On social sites like YouTube,
you can published video.

On sites like Twitter, one
or two quick sentences. Sites like LinkedIn,
you can do paragraphs, video, images, Facebook videos, images, sentences, paragraphs, even whole posts. Depending on the social
platform, the type of content that they accept is going
to vary largely and a lot of the content that you see
on these social platforms that you can also use even
on your own website is video. Video is the biggest
booming content out there that is going to be more and more popular through the next coming years. On YouTube alone, I
can get on a bad month, eight hundred plus thousand views. On a good month, well over a
million views a month on videos and then I can make
the same video content, repurpose it on LinkedIn,
Instagram, Facebook. So in total, I can get
millions and millions of views a month. It's that powerful. There's also podcasts as well. On the,
you'll see a link to my marketing school podcast every day. I release a new episode there. Of course, I link to my videos as well. Then there's also webinars.

I used to use these way more in the past. I don't do them as much anymore. Just to time. Although, my team and I, we should probably start doing webinars multiple times a month. And you know what, we'll
probably start doing them again just because I'm seeing this right now. You don't get as many
people to attend a webinar because it takes more
time commitment from them, but they're super engaged
and they're much more likely to convert into a paying customer. Tools is one of the best
form of content marketing and it is my favorite, it
actually produces a better ROI. It is harder to do. Within my articles, sometimes I'll have
interactive tools and widgets. Like I have a blog post on how
to start a blog and in there, I have a little widget/tool
that teaches you, hey, how to find the right domain name. You also know about Ubersuggests, that tool drives more traffic
than any singular piece of content on my website.

You also have the SEO analyzer,
which goes into Ubersuggest, that's the site audit report. Also have an A/B testing calculator. Again, another really popular page. And when you look at my
top pages in Uber Sists, you'll see that a lot of them are tools. It's that effective. Checklist, people love having
the sense of accomplishment and you can give them that with checklist. So you can create a blog
post that has eight steps or seven steps or ten steps and people can go through them step by step. In addition, you can create a PDF file and let them download the
checklist and in exchange for downloading it, you can get their name and email address, which is
another amazing thing to do because it will help you
grow your email list, build up your brand and of course, get a really loyal following.

I use the hybrid approach more frequently than any other approach. What I mean by the hybrid
approach is, a lot of times, I'll do how to articles
and blend a list in there with videos and images. I'm mixing everything together. Whether it's even on the social
Web or even on my own blog because people interact
and comprehend content in different ways. So for example, I'll
write a blog post on ways to get more search traffic,
but then, there's some people who prefer it in video format.

So I'll do the same
thing in a video format. And over the years, I've
released so much content and video lessons on SEO, but
a lot of people want to step by step way of learning SEO. Hence, I release SEO Unlocked. You guys are all listening in right now and this isn't me on camera, this is more so me doing a voiceover over a PowerPoint presentation. And then, on top of that, I'm
also including worksheets, PDFs, this is another
form of content marketing. So you got to look at the hybrid approach and the reason I say that
is, everyone comprehends and understands content in a different way because our brains all
operate differently.

So by using a hybrid
approach, you can make sure that no matter who the person
is, they're getting value from your content. I also did a hundred K
challenge to prove to anyone that you can build a business that generates a hundred K a
month in less than 12 months through content marketing
and I was able to do that. I did it without using my
name and in a random industry that I don't know anything about.

The audience picked nutrition. The only thing I know about
nutrition is I'm skinny because I'm a poor eater
as my mom would say. Funny enough, I will eat junk
food every once in a while like ice cream and stuff. I love ice cream to death,
but I don't know much about nutrition and other than, I'm skinny because I run a lot or work
out, whatever it may be. Or just good genetics. But yeah, I was still able
to build a nutrition site that did really well. We cut through a lot of
emails and eventually, we hit the over a hundred
grand mark selling supplements. Doesn't mean I did a hundred
grand a month in profit or anything like that, the challenge was to create a business that did a hundred grand
a month in revenue. Eventually, I stopped dealing
with the nutrition site. It was called Nutrition Secrets. Reason being is I wasn't
passionate about nutrition, so Legion Athletics, one
of my buddies eventually, ended up taking it over and
then redirecting it to his site and it caused organic traffic to go up.

If you want that case
study, you can download it at Go into SEO Unlocked, you'll
see the whole reference to how I did it step by step. But when you're doing content,
there is a secret sauce and most people don't talk about it. Just creating lists based
content or creating infographics. It doesn't always produce the results that you're looking for. And I wanted to go over my secret sauce. It's not that complex. It's really simple to follow. It really comes down to
these 10 commandments of content outlines. And that's what my secret sauce is. If you follow these ten
steps, you're much more likely to produce content that
hits and gets traffic because no matter what people tell you about content marketing,
there is no guarantee that if someone or you publish
a blog post and write one, that it's going to hit. A lot of times, even me,
my blog posts don't hit, but sometimes, actually a
large portion of the time, they hit and the reason
they hit in many cases because I follow this formula right here.

So the first one is word count. I look at my competition. And is my competition writing blog posts that are 1,000 words,
2000 words, 5,000 words. If you're not sure just
copy and paste their webpage or their blog post and
put it into Microsoft Word or Google Docs and it'll tell
you what the word count is. I look at it, word count
and I'm like, all right, can I make my content
better more thorough, more valuable than theirs? Or do their article, does
it contain a ton of fluff? Because if it does, I
can make mine shorter, more condensed and give people the actions that they need quicker and
better, so that way they're happy and have a better user experience.

And I also try to write
content on a consistent basis. So that helps me crank up
the word count that I need on a regular basis. Second thing is tone. I love being positive. A lot of people are negative. If you're negative, people just hate that. There's no reason to be. Try to be positive and also
use your musketeer persona to become their hero. So you already know the musketeer intent. If not, go back to the previous lessons and go through the musketeer
worksheet that is provided on Just go to SEO Unlocked
and you'll see it there and once you download that,
fill it out and it'll help you understand the right tone so you can mimic your audience. Then it comes down to the introduction. Introduction is super important. There's a lot of aspects
of the introduction.

The first sentence has to have a purpose to entice the reader to continually read. If your first sentence is a
hook them and entice them, they're going to drop off and
just click the back button. I also love asking readers
questions in my introductions because it creates an engagement
and it creates that bond between me and the reader. I also use words to create that story in their head, that imagination. So by using words that
are very descriptive, it allows me to help paint that
picture for the individual. And when you're thinking
about your introduction, there's many ways of doing it. Another way and this
generates a lot of sales is through pre-selling. So Apple introduces their
products through launches. And what they'll do is they'll
pre-sell before their launch and get you a hot and ready for you know, one of their phones and this is old now. But Apple's had many
different versions of a watch.

Like, a watch just came out
or iPhone 11 or iPhone 10 or 12 or 15 or whatever number
that they're going towards. And when they're doing
it, it's not as simple as, hey we're Apple and we have this idea and then we're going to have an event. There's all these things
that happen in between and usually what those things in between are is announcements. Those announcements, when
they're slowly releasing what features are giving out
or what's going to happen or how it can help you, that's
when you start seeing huge, massive lifts in sales and traffic. Then you get into the trigger section. This is all about the stuff in the body from things like, showing
your rags to riches story or covering the main problem
and diving really deep and even discussing the solution.

And I love doing problem
solution based stuff, especially in the trigger section. I use a lot of data. I really break down how
the problem can be solved, why it really matters because
these are the trigger points that really appeal to people. And get them going so then that way, they're like, all right,
I can relate to this. I have this problem. I need this solution. It keeps them going and going. Then, of course, you really
dive into the solution and the solution solves their problems. Because once you know their trigger points and your pushing them, you also want to give
them the solution as well because if you don't
give them the solution, they're going to be like
wait, you're telling me about the problem.

Yes, I know the problem. I'm feeling this pain,
but you didn't tell me how I can solve it. And if you don't back this up with data or give them a product or
a service or teach them how they can solve it, then they're going to be really upset with you. You also want to cover the
subtle musketeer intent. This is super important.

What I mean by this is you
got your musketeer intent. You don't have to address it
head-on, you can blend it in with your content. Offers suggestions, offer your expertise through product, brand imaginary. This has to blend in so
that way it's really subtle. You don't want to be really aggressive. If you're confused on this
part and you're not sure what I'm referring to, that means you probably haven't filled out your musketeer worksheet. It's in the previous lessons. You can find this at I also love going over business wins. This is a huge part of my outline process because when there's wins,
not only does it build hope for other people, but if you give them
step-by-step instructions on how they can also get
the wins when it comes to solving their problems
and do it with ease or do it in a speedy
way, that really helps.

And I can't emphasize that
enough, so I'm going to repeat it. Ease or speed. So if your business wins
and you can show people how to do it in an easy
way or in a quick way, they'll love you to death
or if you can show them how to do both of them in a fast way and it's easy, even better. Then we get into internal linking. This is one of the main reasons ranks so well on Google, it's because I
interlink my website so heavily. Whenever there's another
relevant piece of content that will benefit the reader,
I let them know about it. And that not only lets them continually go throughout my sight, read more and more and build a better connection
with me, it also allows Google to see that I have so
many pages and allows them to start ranking them
all higher and higher versus Google struggling
to find my content because if I wasn't
using interlinking, well, after they're done cloning
that page, where they go next? By interlinking, it keeps the
Google ball on my site longer, keeps them crawling more and of course, there's also sitemaps for this as well, which we discussed in earlier lessons, but you still want to interlink.

Then number nine, we get
into personalization. You need to add in your own
opinion, your own voice, your own flavor, you're
on slant, your stories. Personalize it, when you
personalize your content, that's how you stand
out from the competition because with over a billion blogs, how do you stand out
compared to the competition? Well, you intertwined your own personal experiences and stories. Then of course, last, but not least, there is a source materials. This is where you cite all the references, all the data that you're using. That way people can see you as an expert. If you're using stats and
data, don't just make them up. If you're getting them from other places, don't steal them either, cite them.

And if you don't know how
to find the source data, we covered this last week. Where you just Google for
any term that you're looking for information on and
then you type in data at the end or statistics. So I'm a type in, SEO space statistics or SEO data and you'll end
up finding a lot of sites that have stats and data
that you can end up citing, assuming it's relevant to the article that you're publishing. So last action steps,
I want you to download the ten commandments
of the count outlines. Then, I want you to
create your first outline.

And then, I want you to review
your competitors content with these commandments in mind. You can find all these
sheets and PDF files at Head over to SEO Unlocked
and then from there, within this video, you'll
see the files right below the video. Thank you and I look forward to helping you grow your Google traffic..

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