The document discusses using blogs and content to sell products and services. It outlines some common challenges with content creation and SEO, including that it requires a significant time investment to produce enough content to be effective. It then presents Brice McBeth's 7-step process for curating existing content to produce new, uniquely valuable content more quickly. This involves identifying valuable third-party content, adding your own commentary, keywords, and calls-to-action, and sharing it on your own blog and other sites to gain exposure and traffic. The document emphasizes leveraging other publishers' audiences and networks to amplify your content's reach.
3. USING BLOGS & CONTENT TO SELL
❏ I CONTENT CREATION. I can’t get enough. I’d do it Full Time if I could!!
❏ I/we blog for SEO or search rankings
IS THIS YOU??
❏ Blogs / Content produces a higher ROI than paid search
❏ Content is a fail safe way to get traffic
4. USING BLOGS & CONTENT TO SELL
❏ If I could not do blogs, then I wouldn’t. I wouldn’t even bother hiring
someone
❏ Blogs / content development is sooo hard / expensive!
❏ I am totally frustrated because SEO is a constant moving target!
OR IS THIS
YOU??
❏ I feel like I’m competing against Amazon
5. USING BLOGS & CONTENT TO SELL
Don’t love it
Not producing measurable sales
No guaranteed outcome
Competing against Amazon
MOST CLIENTS...
...BUT STILL...
8. USING BLOGS & CONTENT TO SELL
WHAT WE’LL COVER
❏ Hidden pitfalls of SEO
❏ 7-Step Shortcut Process for Content Development
❏ Turn Secondary (Proven) Content Into Primary Content
❏ Checklist for Guaranteeing Eyeballs from Ideal Clients
❏ Leveraging Proven Networks for Your Content to Create
Content Equity
9. BriceMcBeth.com/EDU-WrapUp
Copy of Today’s Slides
Download The Tools / Worksheets
Copy of Book Salon Chairs Don’t Sell Themselves
$100 Coach (Personalized Newsletter)
Upcoming Event Links
10. THERE IS NO SILVER BULLET FOR SEO...
FROM SILVER BULLETS OF SEO
...there are eleven silver bullets for SEO
11. ❏ Know your competition
❏ Meta Data >> Schema
❏ 2,400 Words
❏ Broad vs Long Terms
❏ Don’t Be Britney Spears
❏ Use Variations of Chocolate Donuts
❏ Make it Uniquely Valuable
❏ Test Using PPC
❏ Don’t Forget Local / Biz Listings
❏ Social Media Signals
❏ Bing is a Real Search Engine, Too
SILVER BULLETS OF SEO
FROM SILVER BULLETS OF SEO
12. ❏ Paid links
❏ Anchor text
❏ Meta Data
❏ Exact Domain Matching
DECREASING FACTORS
FROM SILVER BULLETS OF SEO
13. ❏ Topical Relevance
❏ Schema / Structured Data
❏ Social Signals
❏ Incoming Link Domain Authority
❏ URL Structure
❏ Internal Links
STEADY FACTORS
FROM SILVER BULLETS OF SEO
14. ❏ Mobile optimization
❏ Perceived value
❏ Instant answers in SERPS
❏ Usage data (CTR, Dwelling)
❏ Associated app popularity
❏ Site speed
❏ HTTPS
INCREASING FACTORS
FROM SILVER BULLETS OF SEO
15. USING BLOGS & CONTENT TO SELL
THE HIDDEN COST OF BLOGGING
$3,000/mo on SEO Services
12 Months = $36,000 Total Investment
100,000 Searches
60,000 Clicks
1% Site Conversion
600 Sales
$150 Average Revenue Per Sale
$90,000 Total Revenue Generated
35% Gross Profit
$31,500 Gross Project Profit
ROI… oops!
16. USING BLOGS & CONTENT TO SELL
AND ABOUT YOUR TIME...
1-->4 Hour Minimum for Writing
3-5 Days Feedback
1-2 hours Revision
More Feedback?
Start Over?
1-2 Days To Schedule Post
~2 Weeks Elapsed for 1 Article
~20 Articles/Year
Need 150 articles over consistent 12
month period (Weidert Group)
7.5 Years to Be Effective
17. ❏ Do your math first
❏ Do your research & planning second
❏ Write for PEOPLE to stay ahead of algorithms
THE BOTTOM LINE(S)
FROM SILVER BULLETS OF SEO
Remember that SEO is
not the End Game!!
18. FROM SILVER BULLETS OF SEO
IMPORTANT REMINDER:
CONVERSIONS ARE THE END GAME!
20. USING BLOGS & CONTENT TO SELL
TOFu
How to Start a New Salon, Salon Floor Plans, Salon Design Ideas
MOFu
Salon Chairs for Sale, Salon Furniture Packages
BOFu
Standish Coupon Codes, Best Red Salon Chairs
Doing Well / Late In the
Game
Crowded / Competitive /
Expensive
DO THIS! Get the LEAD!
30. USING BLOGS & CONTENT TO SELL
LEADS: You don’t ask, you don’t get.
31. USING BLOGS & CONTENT TO SELL
Working better
But still.. Hard.... HOW CAN WE DO THIS FASTER & EASIER?!
❏ Make it uniquely
valuable to our
audience
❏ Do it in a way
that drives
traffic
WE CAN DO BETTER!
36. USING BLOGS & CONTENT TO SELL
BRICE’S 7 STEP (SHORTCUT) CONTENT CURATION PROCESS
1. Identify an article that your audience would find valuable
2. Provide your own interpretation / commentary to make it primary content,
uniquely valuable, & easier to read
3. Infuse primary content with your target keywords
4. Highlight a pull quote
5. Give credit to original source (mention & link)
6. Include a CTA!
7. Share it out!
37. USING BLOGS & CONTENT TO SELL
BRICE’S 7 STEP (SHORTCUT) CONTENT CURATION PROCESS
1. Identify an article that your audience would find valuable
2. Provide your own interpretation / commentary to make it primary content,
uniquely valuable, & easier to read
3. Infuse primary content with your target keywords
4. Highlight a pull quote
5. Give credit to original source (mention & link)
6. Include a CTA!
7. Share it out!
42. USING BLOGS & CONTENT TO SELL
WITH ALL DUE RESPECT, BRICE...
I have some really good original content that I’ve created.
43. USING BLOGS & CONTENT TO SELL
WHICH WOULD YOU RATHER HAVE?
1,000 Views
1% Conversion
10 Conversions
Rank Equity for Your Site
YOUR Content NOT on YOUR Blog
A B 100,000 Views
2% Clickthru to Your Site
1% Conversion (20)
Exposure Equity
BONUS #1: Featured on
BONUS #2: Curate to your blog
GUEST
BLOGGING ON
3RD PARTY
SITES
44. Submit Unique Content To 3rd
Party
USING BLOGS & CONTENT TO SELL
Share / Thank You!
Curate to Blog
This IS my blog
50. USING BLOGS & CONTENT TO SELL
The Beginner’s Guide to CRO / Hubspot Blog / Ben Cotton
Trying to generate more website traffic isn’t necessarily the right approach. Think of it
like a leaky bucket. Pouring more water into a leaky bucket won’t fix the root cause --
you'll just end up with a lot of waste. Conversion rate optimization is about getting more
from what you have and making it work even better for you.
51. USING BLOGS & CONTENT TO SELL
21 Things Preventing You From More Conversions
Get The Book for $1
Add To Cart
CRO
AB Testing
Optimizely
VWO
Conversions
Optimize Website
Improve Website
Increase Conversions
Ben Cotton
Hubspot
✓
✓
52. USING BLOGS & CONTENT TO SELL
The Beginner’s Guide to CRO / Hubspot Blog / Ben Cotton
Trying to generate more website traffic isn’t necessarily the right approach. Think of it
like a leaky bucket. Pouring more water into a leaky bucket won’t fix the root cause --
you'll just end up with a lot of waste. Conversion rate optimization is about getting more
from what you have and making it work even better for you.
53. USING BLOGS & CONTENT TO SELL
21 Things Preventing You From More Conversions
Get The Book for $1
Add To Cart
CRO
AB Testing
Optimizely
VWO
Conversions
Optimize Website
Improve Website
Increase Conversions
Ben Cotton
Hubspot
✓
✓
54. USING BLOGS & CONTENT TO SELL
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓ $100/day
$100/mo
$50
$10/day
90 days
5 days
5 days
30 days
55. BriceMcBeth.com/EDU-WrapUp
Copy of Today’s Slides
Download The Tools / Worksheets
Copy of Book Salon Chairs Don’t Sell Themselves
$100 Coach (Personalized Newsletter)
Upcoming Event Links
