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Blogging ROI Case Study: How 18,000 Keywords In Google Bring Us Six-Figure Income Months

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“I’m ‘doing’ content, but it’s just not bringing me clients.” “I’m posting and creating regularly – in fact, consistency is my middle name – but I’m still a one-person show with little funding to achieve my next level.” Lately, I’ve heard this ALL too often – but the reality is, if you develop content strategically, you CAN achieve six-figure income months in your business. Since it’s been almost two years since I created a case study on my brand (specifically, how we are our own content guinea pig: we’re able to make monthly six-figure sales happen from clients that found our content online), I decided it was time for a new one. I started the research for this in February, and today – five months later! – the case study is all done and live, as of today. Our last case study focused on how we achieve rankings – “How We Outrank Every Competitor & Win Through Organic Content Without Spending a Penny on Ads (Express Writers’ Content Case Study),” and was from October 2016. Today’s case study focuses on how we actually earn real income (to the tune of six-figures per month) from the content and rankings we’ve achieved. 99.9% of our leads and business revenue comes through the content we produce. And the majority of that content? Well, it’s published on our blog. Next, we interviewed a client we work with from time to time: Magnificent Marketing, a full-service marketing agency. We’ll share how they’ve boosted their client traffic numbers and rankings with great content. If you read one blog of mine this quarter, read this one. Grab a cup of coffee or tea, and dig in! [bctt tweet=”99.9% of our leads and revenue comes through the content we produce. And the majority of that content? Well, it’s published on our blog. Learn how we do it in our case study on #blogging #SEO success  ” username=”ExpWriters”] Why & How SEO Blogging Equals ROI for Any Brand Blogging (a form of great content marketing) equals ROI, for any brand. In itself, blogging is a key online content format capable of building a brand, attracting your ideal clients to your website, and growing your entire business. Especially blogging written around viable SEO keywords you want to rank for. But here’s the caveat to that. That statement is only true if your blogging strategy includes consistency, relevancy and quality. [bctt tweet=”‘Blogging is a key online content format capable of building a brand… BUT… that statement is only true if your blogging strategy includes consistency, relevancy and quality.’ – @JuliaEMcCoy” on #bloggingROI username=”ExpWriters”] Businesses who create content strategically achieve ROI in the form of: Better, more qualified leads that convert at a higher rate than traffic from paid ads or paid search How many leads? Our content marketing ROI formula can help you estimate your average monthly leads/sales from content marketing Here’s the formula: Monthly Visitors x 16% Organic Traffic to Lead Conversion Rate = X Leads/Month) According to that formula, an average of 1,000 visitors/month can get you at least 160 high-quality leads/month from strategic blogging That’s not all, though. Blogging also brings in: Year-over-year site traffic growth that’s 8x higher than those at the back of the pack 6x the conversions of those who don’t publish content, according to a well-known study from Aberdeen and Kapost Incredibly convincing numbers, right? But, even better than stats, we have a prime, real-life example of what blogging ROI looks like. Ready? Let’s dig in and see exactly what the power of blogging–and great content–can do for a business. Express Writers’ Blogging ROI: $1,600 in Content = $66,700 Worth of Traffic & Organic Google Positions Here’s a real-life, extreme example of how great, consistent content creation can work incredibly well. Take a look at the current traction below for Express Writers. This is after six years of consistent content, with over 1,000 blogs published to-date on our site across those six consistent years. (Remember, steady content creation has a dominoes effect: It does better over time.) According to our data on SEMrush (pulled June 1, 2018), current paid search efforts to achieve our current month’s site traffic — 22,800 visitors — would cost $66,700. (This amount increases on a monthly basis for us. Lately, every month it’s been a 1-2k increase in traffic, with a fluctuating increase in rankings as well.) If we were to buy this much traffic through Google Adsense, that would be an average paid search cost of $2.92 per visitor. And, we haven’t even figured out how many of those are leads (buyers) yet. Expensive! $$$ How Much Content Do We Produce to Achieve Blogging ROI? + the Costs We publish, on average, one long-form, comprehensive piece of content weekly, and we update content on a monthly basis, too. Besides that, we publish monthly podcasts with show notes, and monthly #ContentWritingChat recaps. Here’s an example of one of our long-form blogs: And here’s an example of a #ContentWritingChat recap post: What does it cost to create this type of content regularly? Our costs run: Money: $400/month (this used to be $750, but we shaved off $300+ in costs by switching our Twitter chat to once/month instead of weekly) Time: 4-5 hours of my time/month in blogging prep, publishing, writing, outlining, optimizing, & 3-4 hours/month in email marketing If you qualify the hours I personally spend on our content into a “staff cost,” that alone could run $1,600+ per month. How Do the Costs Compare to Paid Methods? If paid search would cost $66,700 to achieve our current traffic in a month (22,800 visitors), and my cost of content marketing to achieve that traffic is $1,625, then paid search would be (at a minimum) 40x more expensive than my organic content marketing efforts. Or, put it another way – a solid, consistent content marketing strategy over time could be 40 times cheaper than a paid marketing strategy. For business owners and higher-ups who think exclusively in dollar signs, that’s … Read more

Becoming a Content Strategist: A Hard Knocks Success Story, & the Strategy Skills You Have to Have to Survive in Content

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Becoming a Content Strategist: A Hard Knocks Success Story, & the Strategy Skills You Have to Have to Survive in Content

I’m the CEO of a content creation agency that has completed over 17,000 projects in content services (blogs, web pages, content planning), since 2011. In my line of work forging and leading content creation to power many content strategies, I’ve heard just about every complaint and frustration you could possibly hear from content strategists, marketers, and content practitioners: “I’m not sure this content is worth it.” “Where do you recommend I publish my content?” “I’m not sure I can do more than one month of blogging. I’ll look at the budget and get back to you.” “I can’t afford an industry specialist writer.” This is a small percentage of the clients that come our way, but I’m still ready to pull my hair out, every time I hear these phrases. Why? Because I personally know the value that a great content marketing strategy, and consistent publishing, can bring. But I also know what it takes to get there: the path isn’t easy. It requires investment, time, and most of all, commitment. The skills involved in the workload of a content strategist aren’t easy to learn. But here’s the cool news… Content can truly bring you 100x what you put into it. I’ll talk more about that in a moment, but first, here’s a look at what I’ve managed to achieve here at Express Writers solely through high quality, original content creation. A Content Strategist Success Story: Express Writers, Fueled Completely By Organic Content [bctt tweet=”Content can truly bring you 100x what you put into it. Read all about @JuliaEMcCoy’s venture into #contentstrategy ” username=”ExpWriters”] Today, under my direction and content creation as a self-taught content strategist and CEO, my little self-funded content creation agency and staff of 40 at Express Writers has managed to outrank competitors that have $9+ million in outside funding, by an immense 3%+ higher visibility in Google. We rank organically for over 11,000 key terms, with a presence worth $57,000+ monthly in organic search. And we haven’t paid a penny in ads—across six years—to gain the majority of our leads and clientele. They’ve come straight from these rankings. Question… How well does this content convert? Because you can’t just have high-ranking content, right? It has to return. After optimizing my strategy and increasing my content investment this year, we hit the highest sales month we’ve ever had this January. Now, we’re on track to break our first seven figure year as an agency. 99% of our leads come through organic content marketing. I’ve never invested a single dollar in PPC. The secret is all in how you go about it (your strategy), and your commitment. It’s not an overnight game, and it’s a steady, slow, but sure process. It can feel like hard, low-return work in the beginning, but in the long run, content is the best marketing you’ll have ever done. Content Strategists & The Proven Worth of Content to Advertisers Today, SEO has basically merged as a part of the wider picture that is content marketing. When you do SEO, you’re optimizing your content for high rankings in the search results: in content marketing, you market your product or service through high-value, audience-targeted content campaigns. Optimizing your content for search (SEO) is a crucial, integrated part of content marketing itself. It’s a big part of the skillset of a great content strategist. If you have the right strategy, the right SEO and the right content consistency in place, take a look at these success statistics that can happen. Per dollar spent, content marketing generates more than 3x the number of leads than paid search does. (Kapost/Eloqua) Content marketing costs between 31 and 41% less than paid search, depending on the organization’s size. (Kapost/Eloqua) Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs. 0.5%). (Aberdeen Group) Content creation ranks as the single most effective SEO technique. (Marketing Sherpa) 61% of U.S. online consumers have made a purchase based on recommendations from a blog. (FactBrowser) Small businesses that blog get 126% more lead growth than small businesses that do not blog. (ImpactBnd) A Content Strategist Skillset Wheelhouse: 7 Keys to Success  Your content strategy is everything in achieving high-performing, high-ROI content. Follow these critical steps, in order, for a baseline sense of how to navigate through and set up your strategy so that your content is knocked out of the park and you know you’re getting ROI when you publish content. (PSA: These steps take time. Don’t jump around or rush through them. PSA 2: This takes time. Don’t expect overnight success.) 1. Know your position of authority and differentiation in your field. It all starts here. Know where your expertise lies, own it, and ten find your Content Differentiation Factor so you can officially stand out in your industry. To get to that, ask yourself, “what would make a customer choose me over my competitor?” Your answer is your CDF. Condense it to one or two key sentences to showcase on your home page (you may need a conversion copywriter to help you express this perfectly). Brands that have a standout CDF in a variety of niches (scan their home pages—it should, quite literally, stand out there): Uber: ”Get there: Your day belongs to you” Stripe: “The new standard in online payments” Grammarly: “Your writing, at its best” Moz: “5 billion searches are performed every day. Be found.” Zuke’s Dog Blog: “Live life off leash” Better Bites Bakery: “All joy, no worries” My agency: “Better content in your marketing.” This is the first step of a true content strategy, and this step is a discovery that could take some time. But it’s absolutely worth it. Too many brands starting out don’t take the time to make sure they have a standout factor. To set yourself up for content success, you have to have a reason for the reader (buyer, audience member, lead) to choose you and your content. Don’t skimp here. Having a CDF will 10x the results you’ll get when leads start finding your content. 2. Know your content goals. … Read more

Success Story: How Express Writers Helped a Digital Marketing Agency in Need & Boosted Their Clients’ Online Results

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Success Story: How Express Writers Helped a Digital Marketing Agency in Need & Boosted Their Clients' Online Results

When Matt Janaway, CEO of England-based digital marketing agency Marketing Labs UK, realized he needed copywriting help, he knew just who to turn to. Janaway had worked with us before, and had a number of good things to say about the experience. According to him, hiring Express Writers for his copywriting needs was a “no-brainer.” The Story Begins: The Need for a Copywriting Team MarketingLabs recently experienced an influx of clientele in need of digital marketing services. While an increase in business is never a bad thing, the workload quickly became too much for MarketingLabs’ two in-house copywriters to handle. Janaway knew that forcing his copywriters to spread themselves thin would result in low quality work and – more importantly – unhappy customers. And he also knew his company wasn’t ready to take on a third full-time copywriter. Not only would that lead to an increase in overhead, but it would also result in redundancy once client demand died down. For Janaway, the choice was clear: hire a copywriting agency. Not Just Any Agency Janaway knew he had a number of copywriting agencies to choose from, but he ultimately decided to work with our team at Express Writers. He explains, “The ability to have skilled writers on-tap and ready to jump straight into a project…is a vital part of the growth strategy of our business.” Like we said earlier, this wasn’t the first time Janaway worked with Express Writers. What drew him back was our team’s ability to quickly turnaround assignments without sacrificing quality, as well as our writers’ in-depth understanding of digital and content marketing. The Results Janaway saw his own results, and his clients, grow to successful heights with our copy. Here’s what happened: Marketing Labs’ monthly website traffic doubled from 25,000 to 50,000. A single post on Marketing Labs’ blog gained over 2,000 shares on social media. A client of Marketing Labs saw a 77% increase in revenue year-over-year after Express Writers optimized their product description web copy. To Our Clients’ Continuing Success At Express Writers, we don’t aim to just snag a client and make a quick buck. Our goal is to provide value and forge a connection with our customers that leads to ongoing success for everyone involved in the process. And we make this happen, over and over, with every project we take on. Check out the full case study featuring Marketing Labs & Express Writers, here!

How Express Writers Gained Over 300 Keyword Positions In One Day in Google (Case Study)

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How Express Writers Gained Over 300 Keyword Positions In One Day in Google (Case Study)

The other day, I was poking around in my favorite SEO analytic software of choice, SEMrush, checking on our rankings. My team at Express Writers has a Guru subscription there that allows us to see detailed analytics of our site–and I mean detailed. We see a ton of keyword position data down to the most recent keyword ranking change of our site in Google, as of just an hour ago. (If you haven’t already, go check out SEMrush here.) Well, a couple days ago I was doing my biweekly SEO audit of all of our keyword positions and pulling keyword data for new content. I was shocked to see that the positions changes mapped a huge spike: as of October 28, 302 new keyword gains. In 24 hours. And our traffic had spiked up to the most I’d ever seen: 1,251 people on one day. What Exactly Are We Doing In Google? Let me give you a little look at exactly how we’re getting and maintaining our positions with Google before I delve into the recent major keyword growth. 1. Content We write and publish about 3-4 blogs on our site a week, ranging from 1,000-3,000 words each. So since 2011, we have 642 blogs published on our WordPress site (this one makes 643): This isn’t counting the hundreds of guest blogs I’ve placed on places like SiteProNews, Search Engine Journal, Social Media Examiner, and more. Also, we have about 50-80 website pages, maybe 400-800 words each. 2. Traffic So, with that insight into just how much we publish, now it’s time to see what the results are. We have some serious organic traffic. I’ve never placed a Google paid ad in all my four years of business; and never will. I believe in great content brainstorming, writing and publishing, and it is what is keeping us strong. And sometimes just this process can take me 40 hours a week. It isn’t easy, but it is thoroughly worth it. SEMrush puts our traffic at a value of $6,800 (what we would pay if we were paying for ad clicks). We have 3,000 keywords indexed in Google, with over 100 in the top 5 positions of Google. We’re outranking a large number of our competitors in the content creation niche. Let’s look at the graph on the right a little deeper: Whoa! This month we have the most site traffic we’ve ever had, with 1,251 people visiting in a single day the first week of November. 3. How We Gained 300+ Rankings In One Day Here’s what I saw that stopped me in my tracks the other day. I clicked on Position Changes under Organic Research, in SEMrush: See that? 302 new rankings in a single day! Clicking on what was “new,” some of these showed we were position 11 for “modern copywriter,” #3 for “copywriting companies”, and #19 for “website content”: The orange bar below showed we’d lost 200 keywords. But clicking on that, I saw they were mostly unrelated keywords—like “express for her,” “sprinkles icing,” and more. Except for a few pivotal ones we’d lost a few positions on (looks like I need to refresh some old SEO content), the “lost” weren’t too bad.  How The Heck Did We Get 300+ Keywords In One Day? I have a couple theories. First, Google RankBrain is out. It came out two days before our rankings showed a major spike. Read my blog on RankBrain here. RankBrain is an AI system that basically could be replacing Google’s old way of doing its algorithm, and it exposed 15% of the web that Google hadn’t shed light on before. I’m sure RankBrain is showing a lot more website owners rankings they didn’t know they ever had. RankBrain means we’ll all be able to see a whopping 15% more in analytics and positions online that our sites and content are ranking for—all the more reason to start publishing great content! Secondly, Google has still been rolling out Panda, AND, topical trust flow has recently been making big waves (it’s replacing PageRank and focuses on reporting relevant content in higher rankings). Topical trust flow weight could be mostly likely why we lost our unrelated rankings, too. All this is probably tied into the quality of the RankBrain AI. Lastly, we’ve been working hard on our content. Over the past month, I’ve revamped and improved our blogging and content publishing quality. Here are just a few of the changes: SEO audit of our blogs (I just corrected 35 “bad SEO” blogs, rewrote their meta descriptions and edited the copy, over the last 3 weeks, and took them to green SEO on the Yoast plugin) More SEO research and keyword planning with SEMrush for each post Heavier research and analyzing of topics and what goes into each post Custom drawings and illustrations, like this one, for many of our posts At least one infographic written, designed and published per month Re-purposing of infographics into SlideShares, RSS content to pull guest traffic Email marketing bi-weekly that sends a blog roundup to our subscriber list We Know What It Takes To Help You To end this post, I’d like to emphasize that any one of our clients can see these results. We’re not only writers with pens over here. My team not only writes great SEO optimized content, but we plan it, too—and we use SEMrush! Our team includes strategists that map out monthly editorial calendars for our clients, audit websites to remove anything that could be hurting websites, and similar services. We’ve seen content success truly happen for us – this post proves that – and we know exactly what it takes to get even a brand new website client onboard with publishing great content that gets both the eye of a reader and Google (albeit if Google, a robotic eye). If you’re ready to get serious about content and thus, your rankings and readers, check out our Content Shop!

The Power of Copywriting & Content Marketing Today (Case Study)

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The Power of Copywriting & Content Marketing Today (Case Study)

Understanding how powerful copywriting, and in a bigger picture, all of content marketing is doesn’t require you to look any further than the sheer amount of content that is produced on a daily basis. Content marketing has long been considered a mainstay of digital marketing and marketers. Considered a cornerstone of the industry, content marketing allows businesses to attract and keep a customer base. And a fundamental part of content marketing is copywriting. It’s like the ham to the eggs. Think about it: if your content marketing is a good blog, than your ham to that egg is the written blog. Design, SEO optimization with your plugins, correct categorization, etc. all tie in. Let’s think back to the overall picture. Now as most marketers can tell you, saying something without showing what it looks like in cold, hard facts is simply spouting hot air. The statistics of the matter bear out our original hypothesis: content marketing makes a major impact in the world today. Content Marketing by the Numbers There has been a constant reminder by content marketers that content is king, but only until you realize the statistics that exist behind the statement do you realize how powerful a king content really is. On average per minute— Nearly 2.5 million pieces of content are shared by users on Facebook Instagram has 220,000 new photos posted to its servers YouTube gets over 72 hours of new video uploaded Twitter is used around 300,000 times Over 200 million emails are sent Over $80,000 worth of sales is generated by Amazon And that is only PER MINUTE. Every sixty seconds for the whole day this kind of change happens. And it’s appreciating these massive movements of data that make us realize exactly how powerful social media is to the production and distribution of content. How Has Copywriting & Content Marketing Contributed to These Numbers? It is estimated, according to Content Marketing Institute, that nine out of every ten businesses today utilize content marketing in tandem with their sales force to generate awareness and increase their profits. And you know what the foundation of content marketing is? Good copywriting. Based on what we understand about the interplay between marketing and sales it’s not a stretch to see why these companies have adopted digital content marketing as an aid to raising their sales. The expenditure in advertising compared to the return on investment makes it a no-brainer to use content marketing. Case Study: Express Writers (We Call Ourselves a Content Agency, Right?) Hey – if we sell blogging and content, we better be good at it, right? Yes. But you’d be surprised how many writing agencies don’t care about maintaining their blog. Here at Express Writers, we’ve truly utilized content marketing to a degree of success. We adopted the idea in an effort to increase lead generation and sales through a targeted strategy incorporating guest blogging and SEO to a massive extent. The results we got were far better than many of the competitors in our very industry – we outrank 95% of them – and proves the potency of content marketing in the framework of a modern developing company. I would recommend any business that wants to see significant growth over time to consider content marketing as the vehicle to achieve that goal. You could say we’re among the 89% of companies that use content marketing and testify to its effectiveness. The development of our content marketing plan is: Four 2000-word pieces per week for our own blog, along with 4-6 more pieces per week for major guest blogs including such high-authority sites as Search Engine Journal, Site Pro News, SEM Rush and Content Marketing Institute. We also have over 80 site pages, 50 of which are our main service pages (one for each of our writing services) and are about 500 words or more each. I could tell you all day long how well our content does, how great our team does at compiling it, how we research the topics and develop the concepts, but here’s some cold hard stats for you to digest. We average 500-700 visitors in organic traffic daily, from Google keywords. We have 165 keywords indexed in SEO, 100 of which are in the top ten positions (screenshot from SEMRush): Also from SEMRush, a screenshot of some of our keyword positions as of June 2015: Many of our individual blogs are doing very well in search. For example, this blog written in 2013, “Website Copywriting for Dummies”, ranks #4 in organic search (screenshots via SEMRush): When we take into account the amount of growth our own company has seen over a single year, it’s not impossible to imagine how much content moves per day and how it can affect a company’s exposure and generate leads based off its content marketing strategy. It’s a testament to the kinds of things that we can expect from content marketing in the coming years. Now that we’ve disclosed how much content marketing has helped us, let’s delve into… The Cost of Content Marketing As an industry, content marketing is responsible for a massive amount of expenditure. In 2013, brand management site Brafton estimated that the total expenditure for new content creation for the year would reach about $118.4 billion. That’s billion, with a B. Although based on the amount of new content is produced daily and factoring in a cost like this into it, you can see why content creation itself can cost very little but the sheer volume of its production can add up to so much. Mashable approximates that as much as twenty seven million pieces of content are shared on social media per day. That’s a LOT of outreach for something that could cost you a couple bucks to make. Why Content Marketing Has Such An Impact With twenty seven million shares a day you’re probably starting to see how content can influence consumers to such a level that a message can go viral. As much as 58% of consumers trust editorial content, according to Nielsen. If you could … Read more

Why We Gained A Huge Google Penguin Jump & How You Can Too (Content Blueprint Inside)

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Why We Gained A Huge Google Penguin Jump & How You Can Too (Content Blueprint Inside)

Have you experienced big ranking changes? So have we. Apparently, one of the biggest updates to Google Penguin in over one year happened just a few weeks ago. (The last major update to Penguin was just over a full year ago, on October 3, 2013.)Dubbed Penguin 3.0, this new one was a worldwide update, not just a local hit. It was a refresh or update of the original Penguin. This means that the sites affected negatively wrongly by the last Penguin were freed of their penalties, if they had taken the recommended Google steps for recovery. (Not sure about this? See my section detailing Google recovery towards the end.) Express Writers Dominates The SERPS We were stopped dead in our tracks when we had 400 unique visitors in one day during a recent weekend, on Saturday. Then, four contact requests occurred Sunday evening. That never happens on a weekend!   We took a deeper look and saw that our overall ranking had increased majorly. We already had several dozen keywords dominating search: but today, we have rankings like we have never had before. We’re ranking in the top 3 results of Google for 37 keywords We have 88 keywords in the first page of Google We have 136 keywords in the first 2 pages Here are the stats in screenshots, from our SEO tool of choice, SEMRush. What happened during the weekend of October 18: We are outranking some of our major competitors with keywords in the first results of Google. We increased in rankings on a few keywords:  and we held strong on keywords where some of our competitors lost more than 50 positions. This is awesome news for our company! We are staffing and hiring more team members this week due to the workload increase.   What Were The Biggest Recent Google Updates? I know, there’s been a ton, and it’s hard to keep up. Here’s a brief recap of the recent Google change history, so you can see just how many major changes Google has gone through in the past few months: Google Pirate update rolled out October 21. This affected torrent sites aka “pirating.” Google Penguin 3.0 rolled out during October 17. Panda 4.1 rolled out September 23. Google Authorship was removed August 28. The SSL update occurred August 6.   Our Content Blueprint: A Blog Every Other Day Keeps The Doctor Away Here’s our content schedule. I’m going to tell you EXACTLY what we do.   This is a blueprint for anyone’s success, tailored to your level of services and amount of “news”, hot topics, and relevant pieces you can publish in a week or month. Remember, quality is most important. Never, ever force content. If you simply can’t get out a 3000 word blog three times a week without repeating yourself every week, drop down to once a week or twice at 1,000 words/blog. Change it up and find what works for you. The best days to publish are weekdays in the morning. We publish 1,000-3,000 word blogs on our site three days a week with links to other quality sites, and visuals (screenshots/images).  We post each blog to all our social media networks. I publish one original blog a week (not too much more than 800 words) on my LinkedIn profile. We post on social media multiple times every day, tweeting our industry peers, sharing industry content, and our own blogs multiple times. We also publish custom-made visuals with hashtags (like these). We guest blog (maximum once-a-week) on five major platforms: SiteProNews, SocialMediaToday, SEMRush, SEO.com, and recently, one of the hottest platforms in our niche, SearchEngineJournal. We publish press releases with PRWeb every few months. We publish (on our blog) infographics about three times a year. Our content blueprint is exclusive to Express Writers. I haven’t copied this strategy. As a copywriting company, centering on web-based content, we can say one thing: we know how to write content. And if content is the #1 thing that Google wants these days, well—we’re just going to keep being winners!   And we want you to be too. What Can We Do For You From This List?  We can write all your blog content, publish it with a monthly schedule, and coming up we’ll have revamped social media plans that INCLUDE custom visuals! We can also write and publish press releases on PRWeb and write/create infographics for you. Disclaimer: If you want guest blogs, we don’t find or do any network management. You have to get on your guest blog platform of choice; we only write your content. But, it will be stellar enough to uphold your reputation on an awesome guest blog site.   Now, moving back to the Google update changes…   Were You Hit? If You Haven’t Already, Here Are The Google Steps For Recovering If you’re experiencing a hit in rankings, then you probably haven’t done the necessary steps to recover from the Google Penguin penalties. Here’s a brief how-to. Penguin focuses on penalizing anyone abusing links. Read the Google webmaster guidelines and find out if you’re violating any of them. On the Google Penalty Recover site, scroll down to Troubleshooting and follow the directions for manual action recovery. Have you done the penalty recovery steps? Contact Google directly for help here, at the top of the Penalty Recover page. Let them know you’ve done the steps and they’ll notice.   Have A Deeper Problem? Look At Panda And Fix Your Content (Now) If you have a steady decline that goes past a sudden de-ranking from Penguin, time to take a look at Panda. Google is actually calling Panda a Quality Algorithm instead of a penalty. Panda was a site-wide penalty that affects all rankings for organic keywords, which will hit you if your site is featuring low quality content. Your entire site gets a lower quality score because of the problematic content, making it nearly impossible to rank at all till you fix the problem. I hope this blog and real-life … Read more

Content Tools for Success: How to Create & Use a Case Study

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Content Tools for Success: How to Create & Use a Case Study

If you’re a successful agency in any part of the digital realm (web marketing, SEO, digital media, you-name-it) you probably have a lot of success stories to share and happy clients who wouldn’t hesitate to recommend you. All of that is great – but, how useful is it, if you aren’t letting everyone else out there know your existing value and the fact that you don’t need to prove yourself, since you’ve already had successes? This is where a case study comes in. You can send it to new clients, show it off as a downloadable marketing material to new subscribers, send it to anyone questioning your successes (how dare they!), and so much more. 3 Great Reasons Why Case Studies Can Become One of Your Most Valuable Content Tools Creating and publishing case studies is a great strategy, especially if you plan to highlight your authority and build credibility and trust in your line of work. You cannot and should not harvest the fruits of your own labor without letting the whole world know how resourceful, competent, successful and client-oriented you really are. Bragging about your own success stories can take you a long way, as long as all your claims are backed by solid evidence. This is precisely why a case study is such an important content tool these days: it enables company owners to separate themselves from unreliable, boastful competitors who speak very highly about their own affairs without actually being able to list their accomplishments. In this context, there are 3 main reasons why you should invest time, money and energy in creating a case study: 1)      Case Studies Give You the Chance to Tell a Compelling, Factual Story about Your Clients. This will obviously help you attract new customers and/or partners who may need a bit more than a string of fancy words to choose to do business with you. A skeptic may ask you: “Why should I invest in your goods or services?” Case studies provide the shortest, most accurate answer to this question. A good case study should put your selling skills and first-class marketing strategies on full display. Remember that your goal is to seduce both the hearts and the minds of your targeted audience. 2)      Case Studies Help You Gain a Competitive Edge. Whether we like it or not, we live right next to impostors and people who can’t make a single move without exaggerating their positive attributes. In a world where it is still very difficult to separate the ugly truth from an overly adorned lie, case studies can reflect your transparency, sustained efforts and your good name. They can also come in handy if you want to separate yourself from your main competitors who are nothing but talk. 3)      Case Studies Help You Promote and Run a Real Business. Ask yourself the following question: does your business seem real, or does it sound as fantastic as a fairytale with pink unicorns? Case studies can make many people realize that they need your products or services in their lives; a well-written study will highlight your competences, your previous results and awaken a powerful emotion. You can use this valuable content tool to evoke sympathy, admiration, joy or curiosity, based on your end goal and the nature of the facts presented in the study. Either way, a content piece that resonates with your readers, stimulates their empathy and encourages them to take action will work to your best advantage. Don’t know how to draw the line between truth and necessary braggery? In this case, we’ve got news for you: superlatives and exaggerations can hurt your business, as long as all the claims that you make are not supported by solid, 100% verifiable evidence. Case studies can help you keep your feet on the ground, keep track of your success stories and put them to good use to diversify your clientele, boost brand awareness and maximize your gains. Getting Started: How to Write a Killer Success-Oriented Case Study in 6 Easy Steps Even if you’re good and you know it, and you have a virtually endless list of satisfied customers who would vouch for your business at any given point in time, it may still be difficult for you to write a concise, genuine and persuasive case study. Follow these basic guidelines to overcome your own limitations. Leave your modesty and the door and you’ll manage to come up with an awesome client case study in 6 easy steps. Gather the Most Relevant Details Related to the Success Story of One of Your Customers. Focus mostly on quantifiable aspects (like for instance monetary advantages, website traffic increases, improved sales and so on) Opt for a Punchy Headline That Manages to Introduce Your Most Important Accomplishment. Your goal is to explain how your services improved the life of a certain customer in a very succinct, compelling manner. Include Convincing Client Testimonials. Don’t turn your case study into a boring, pointless monologue. This is not a church sermon; it is your best chance to attract new clients, accentuate your best qualities and capabilities and make a name for yourself. Keep things interesting and highlight your realness by including relevant client testimonials that introduce at least 2 or 3 key benefits associated with your brand, product or service. Create Subheads for the Most Important Details Listed in Your Case Study Shed Some Light on the “How” Aspect. Unless you are a mysterious magician who is recruiting spectators for his next show, get ready to talk a bit about the aces up your sleeve. How did you manage to trigger the complete satisfaction of your customers and deliver the promised results? Use powerful action verbs and avoid using passive voice in your content piece; passive voice minimizes your efforts and may make your audience believe that major improvements could have been witnesses even without your contribution. End the Study with a Short, Relevant Quote from a Customer. The quote should summarize all the info presented … Read more

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