Lessons

Lesson Info

Building Successful Blog Content

okay these are the seven things you need to focus on is your writing your block post we talked about brass tacks we talked about having really relevant hard hitting things these are the seven things you can do to make sure that your block post is done properly um I haven't listed out here on my computer and I want to kind of go through it make sure I give it the time that was due okay so number one you're content must be informative and by informative let me kind of want to read you some definitions for each of these so it must be accurate pertinent and it must stand the test of time when we say accurate we mean that you're content you know content that isn't spot on content that isn't supportive of facts rather than hunches or gut or humor it just can't it just doesn't work your block has to be a place of almost like stability it's not where you're going really share many of your opinions as you might on like a facebook or something so be accurate with what you're writing you know be ...

accurate with how you're writing your block post because they could stand the test of time there is a very real possibly they're going to look that over and over again number two pertinent by number two I mean the second part of informative the second part of number one which is informative is is that must be pertinent we talked about this earlier makes your content does not deviate from what supposed to talk about nothing is worse than we click on a buzzfeed article that says you know blah blah blah this articles about this and then it turns out to not be about that it turns out to be kind of what we call link bait it turns out to be a really attractive title it was just meant to get me to click but the article doesn't have actually going to do with it I'm not accusing you guys of link tape what I am saying is you know make sure you're make sure you're being pertinent in what you write about if you say you're going to write about something right about it be clear the whole way through um and then the last point for number one for informative content is it must stand the test of time and that's due to this evergreen nature of content we have now your block post is going to be viewed forever and ever and ever if it's a block post about a bride and groom getting married they're going to share that block post for a long time to come I still share the block post that sarah france did about my wedding and I still share the youtube video the highlight video that joe park posted with my with my wedding I still share six years later I'm sure that I still send traffic that way once not when I want people to get a quick hit a quick look at my wedding I still share that so your brides and grooms are going to share this your couples you're over your target market is they're going to keep sharing it and google we'll start to rank certain things for you and get a lot of people going there and you're going to want to find you're going to start sharing some of your heavy hitting blawg post for years and years to come we'll talk more about that let's see her number too persuasive so by persuasive I don't mean you're trying to change their opinion or anything what I mean is that it guides the reader on a journey and leaves them feeling compelled to do something at the end of it they want to do something they want to do something hopefully it's go look into yume or hopefully it's going to consume or of your content but they're compelled to do something it's not a case study it's not editorial it's more a content piece is designed to get them to do something at the end of it it's it's meant to create some action in them you know and a lot of times we fall flat of that were just document or documentarians were historians in the way that we publish our content we post a blogger post and it's just really a historical representation of what happened on the wedding day it is a historical representation of the fax and try to be a little more persuasive try to tell stories that leave them a changed person number three it must be relevant so it must be focused on topics that your target market actually cares about nothing is worse than opening your e mail up in the morning and having a bunch of emails in your inbox about nothing that you care about nothing is worse than having your facebook feed filled up with stuff that you don't really care about and that's the downside of content when it's done wrong if you don't thoroughly understand that target market all you're going to be doing is filling up space in their inbox is kind of space in our news feeds hear me wasting their time and so it's gotta be relevant it's got to solve their problems ok we talked about this a lot so I'm not going to spend too much time on it but think about the downside of if you're not nothing's worse again email that you're like man just the action of having to delete that ruined my morning I'd be dramatic but when we get a lot of those emails when our inbox has to stack up we tend to start distrusting the sources number four it must be thorough so the content must leave the reader satisfied that the point was met so we talked a little about expectations you know like when you go into reading article what your expectations when you're done with that article you want to hopefully have your expectations met in the met then the article didn't serve its point um now I have to make a point of saying that this does not mean that you're content should be verbose or word you know I mean less can always be more and so this is not an excuse it just write and write and write and write thorough doesn't mean you know chatty or verbose or boring or you know I mean it's got to really make sure that when we say thorough it closes all the loops let's see it presents a complete point and leaves the reader with a singular point in direction thorough speaks the way a reader feels when they walk away not the experience they have while reading so thorough touches on the fact when they walk away from from your block poster like yes that's exactly what I wanted to consume you know so don't leave anything hanging and also don't go on and on to long try to come up with what is you know it helps to stop before you type that block post and say what is the point of this block post what I want them to walk away feeling rather than just looking at what I want to say how my going to say it think about what and not just by the way also saying what I want to achieve what I want to get this what I want them to feel how can I accurately give them what they want what I want them to feel in this block post that's being thorough so detailed detail is very important it has to contain details um details help to stop what I call their robot syndrome which is every block post sounding the same we all struggle with every block post starting to kind of sound the same and details is one of the best ways to overcome that if you can start to share about the little intimate things that happened at that specific wedding then you can overcome that you can overcome their robot syndrome and details also give the reader the clue that you're not just droning on and on we've all read that vlog where was like and I feel like I read this last week I feel like I read this two weeks ago I feel like I read this block post already the more details you share the more you can get around that the more that your block does not start to sound like it drones on and on and keep in mind folks that there are a lot of block post that spin out of what you're sharing you know it doesn't just have to be about the wedding about the specific weight itself we're going to talk a little bit later on here about other ideas for how to block when you don't have a wedding to block about when you've already blogged about everyone you shot this year like rust brought up when your brand new and you don't have enough weddings to block every day of the week or every even once a week you know that's a that's a real life problem so we'll talk about that um let's see here number uh let's see number six grandma make sure it's grammatically correct some people really bothers of this don't notice before the people that bothers it really bothers it's amazing how much it really is is this little thing in life but having a spelling air or the wrong punctuation the wrong grammar well literally completely turn somebody off they'll just walk away now what would be the block post or they'll think differently of you right away I know it's weird I know it's funny but it just is what it is jared I hate to point it out but tenants somebody point out the chat rooms just tow back up exactly what he said yep ten nets what is e t and there you go and they probably will never listen to anything I say again they said I said thank you for the correction and they said oh it's my pleasure gift for a great presentation but it's obvious but it bothers fathered them not that they had the job of the chat room and share like the definitions of it's embarrassing but I'm glad that I made my point I didn't try to do that but two hundred thirty slides I guess you have a typo but yeah there it is I'm glad you brought it up you're not saying anything so well my point was just made and you know what I'll tell you what every guide we publish we and she doesn't mean I swore that thing goes for every single person in the entire company to try to find typos and it's like some will come back with a type one I'm like how did I miss that how did I miss that and kate little sit there but I don't know how I missed I swear port of us seeing twenty five times you know what you published a guide and you get an email from a customer and they're like yeah hey great guide man I learned twenty five amazing things you spelled such and such wrong it's like but you know what it has that effect so there you have it case in point don't make the mistake jared made in front of the world on creative life member seven it must be compelling so this is the seventh one and it's really the most important one if you're blogging just the blawg you're probably not going to meet number seven it's probably not going to be compelling compelling means that it's intriguing it leaves the reader wanting mawr after every single sentence it continually builds can't be boring it can't be stale it can't be techie can't be staunch can't be offensive can't be don't uh I always thought was saying that we're something say it can't divide people know what the word means that it must lead the reader to want change to do something and summer you're content must lead to action not action because that's the goal for you action because that's what they feel compelled to do and that's really what compelling is you want to compel them to take action to the next step whatever that is if it's sharing it if it's contacting you whatever it is it must be compelling and so I think as we look at howto build ah blawg that doesn't fall short it's important to look at these things these are kind of like the underpinnings of how we build content out on our block is this this isn't doesn't touch on actual topics but every time you go to right you ought to just take a step back and make sure that you're content satisfies all seven of these points it's how to make sure you're content is going to do what it needs to dio that's I think the most important thing about it