How to Create Compelling Content

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5. Related Content You may have noticed that I’ve used the word “website” throughout this report, rather than blog. However, I would never try to undertake this strategy without having a blog involved. Search engines favor websites that have a lot of relevant, frequently-updated content, and they also like a lot of general link authority. Given the ease-of-publishing blogging provides, it’s smart to use blog software to manage all that content. And given that active blogging allows for constant participation in the social media space, it’s a critical way to build general site authority via links, delve into specific and related topics, and to reference your cornerstone content. Put a link to your essential content in your site sidebar. And if you’ve focused on the right topics, you’ll naturally keep cross-referencing your cornerstone content and link to it from your future content as well. Don’t go overboard, but do provide context when discussing advanced topics that require an understanding of the basics. Never assume that everyone is aware of your cornerstone resource or understands the basics. Periodically linking to your cornerstone content lets it find new readers — and fresh links. The Two Huge Benefits Cornerstone Content Provides The first goal of cornerstone content is usefulness and relevancy to the website visitor, no matter how they arrive. The second goal is to make that content so compelling and comprehensive that people are willing – no, make that excited – to link to it. If you focus strategically on these two goals, this whole search engine thing tends to get a lot easier. Since attracting links is so important, in the next section we’ll look at ways to proactively get the word out about your cornerstone content. Five link building strategies that work We now know the real secret to modern SEO is creating compelling content that naturally attracts links, rather than begging for links to crummy keyword-stuffed “optimized” web pages. Page 13
In other words, SEO copywriting is now all about response-oriented copy — concepts and words that ultimately result in a favorable action from the reader. Since the popularity of our content depends so much on what people do off the page, it makes sense that we might also need to step outside the confines of the page itself to get the word out. Luckily, the same copywriting skills you use to conceive and create your content apply to promoting it as well. The way to create compelling content is to focus relentlessly on “what’s in it for the reader.” And in the same way, no one is going to link to you unless there’s something in it for them. The key is the same — understand who you’re talking to, figure out what will catch their attention, then convince them to take the action you want. Here are 5 ways to do that: 1. Social Media News Sites The quickest way for an exceptional piece of content to get a lot of attention (that, in turn, results in secondary links) is to make the home page of Digg or Reddit. There are lots of similar niche aggregator sites that can drive quality traffic as well, such as TechMeme for technology news. For more offbeat content, Fark will shake your server. If you’ve done a great job with your headline, it should magnetically draw people in. However, you need to understand the crowd dynamics of each social media content community. What works as a headline for Digg often doesn’t on Reddit. Tweak accordingly, but try to retain your keywords in the title if at all possible, because most of the resulting links will simply regurgitate the title as anchor text. 2. Guest Writing Guest writing on established blogs and other content sites has become one of the most powerful strategies for getting your own site rolling. You freely contribute content that not only allows you to raise your profile, but allows for links back to your own site. Page 14 SEO COPYWRITING IS NOW ALL ABOUT RESPONSE-ORIENTED COPY – CONCEPTS AND WORDS THAT ULTIMATELY RESULT IN A FAVORABLE ACTION FROM THE READER.
Page 1 and 2: y BRIAN CLARK Founder of Copyblogge
Page 3 and 4: To sum it up: a good copywriter nee
Page 5 and 6: The final critical aspect of search
Page 7 and 8: What people say about you is more i
Page 9 and 10: Keyword research is cool. It allows
Page 11 and 12: How to create cornerstone content t
Page 13: But if you have a newer website try
Page 17 and 18: You need to network from a “what
Page 19 and 20: Years later, it seems things have s
Page 21 and 22: content should be tightly on-topic
Page 23 and 24: 1. Compelling Content As we saw in
Page 25 and 26: It’s true that you can underuse k
Page 27 and 28: First, you need the right keywords,

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