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Blog writing & SEO

Lesson 18 from: Brand Marketing Bootcamp: Build An Actionable Marketing Plan

Scott Lancaster

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Lesson Info

18. Blog writing & SEO

<b>Understand the importance of content creation and search engine optimization for visibility.</b>
Next Lesson: Podcasting

Lessons

Class Trailer
1

The definition of strategy

03:39
2

The 4 stages of marketing

03:16
3

The difference between strategy & tactics

03:46
4

The 6 laws of marketing

09:56
5

Understanding Creative & Distribution

02:16
6

The 4 marketing P’s and how to use them

05:08
7

SWOT Matrix and how to use it

02:28
8

Porter's Five Forces

04:43
9

60/40 Law of marketing

04:04
10

The marketing funnel

06:27
11

Analyzing your competitors

07:14
12

Deciding your target audience

06:59
13

Creating your marketing objectives

11:42
14

Pricing your products perfectly

08:16
15

Watch this before arranging your marketing strategy

02:21
16

Awareness, finalizing your awareness tactics

03:52
17

Partnerships and affiliates (free tactic)

09:40
18

Blog writing & SEO

07:26
19

Podcasting

07:10
20

Public Relations

05:58
21

Giveaways

07:18
22

Word of mouth

06:21
23

Valuable courses

08:09
24

Social media overview

05:28
25

YouTube

09:36
26

TikTok

03:58
27

Instagram

07:35
28

Facebook

05:32
29

Twitter / X

04:48
30

LinkedIn

05:37
31

Pinterest

04:53
32

How to create better content in half the time

07:54
33

Why start-ups should never use paid advertising for awareness

06:21
34

Education & Consideration

01:33
35

Workshops & Webinars

08:39
36

Social Proof

06:55
37

Effective Email Marketing

05:34
38

Utilizing FAQ Sections

05:31
39

Portfolio & case studies

07:39
40

Leveraging product comparisons

03:26
41

Tips to increase desirability

07:22
42

Harnessing the power of Google reviews

05:20
43

Sales & Conversion

02:28
44

Psychological tricks to convert customers to buying

08:25
45

Building a list of customers ready to buy

08:46
46

Irresistible Offer

08:31
47

Persuasive Sales Page

07:35
48

Promotions & Free shipping

04:24
49

Improving conversion rate (PIPE FRAMEWORK)

06:39
50

Customer Retention

03:43
51

Expanding your product range

07:18
52

Asking for feedback & refining your product

03:37
53

Loyalty programs and the subscription model

06:43
54

Gifts & Surprises

05:02
55

Finalizing your marketing strategy

07:40

Lesson Info

Blog writing & SEO

Now, blog writing isn't anything new, but there are some incredible benefits to being able to write content that is both helpful and useful to your target audience to drive traffic to your website. Now, most people think that the only reason to write a blog post is to get on the first page of Google, writing blog posts and written content can be so rewarding and the rewards are to basically get on the first page of Google. Now, in this lesson, we're going to cover all of the benefits and the pros and the cons of actually writing blog post content and ultimately building your authority within a particular realm to attract your target audience to your website so they can potentially buy from you afterwards. So firstly, let's just dive into what blog writing actually is and why it's so important to do if you're going to choose it as a marketing tactic. So a blog post is essentially a written piece of content which can get across the information that the target audience or the person that'...

s reading, it needs to resolve a problem or an issue. Sometimes it isn't even resolving a problem or an issue. Maybe it's a story from a personal experience that someone had a blog post can come in many shapes and forms. But ultimately, its main objective is to bring the reader in so that you can ultimately sell them something a little bit later on. Once they trust you now to actually understand the types of blog posts that you should be writing. You need to refer back to your customer persona or target audience. Slide in your brand guidelines, essentially understand what type of content you think that particular person would like to read and digest. And once you know that you can then start to think about how you can connect that need to what you can actually offer. So for example, if you are Lulu Lemon and you're selling yoga pants, then you are going to be talking about everything to do with yoga, mental health, staying healthy, well being. And then on top of that, going to probably want to speak about women's stuff like how to find the best fitted leggings for your particular body size and shape. So tons of different things. But the most important thing is to understand your target audience first, which is why we did the customer persona earlier in the course and then work backwards from that to create content, that particular person is going to find helpful and useful. Now, there are a few pros and cons to writing blog posts and the pros are obviously you can get on the first page of Google and get a ton of organic awareness and exposure. And another pro is it actually helps you to articulate your ideas better. So when you're writing a lot, it actually helps you to gather your thoughts and provide really helpful, supportive content and advice in a really structured way. So your actual writing skills will improve overall, I guess, on the other hand, if you actually really invest in becoming an authority figure and a trusted person within a particular realm of writing, you know, whether it be a topic on bakery or yoga or whatever, then you can use that for your personal brand even. And you can sell other products related to that particular category. If you are an authority figure that people trust and see is credible. Now, like everything in life, there are always cons to any given situation. And one of the things that is a con about writing blog posts is it's very time consuming. You know, you need to really put time and effort into making sure that the content is as helpful as possible. Because if you write really crappy content and you know, people are just coming to your web page for two seconds before clicking off because the content is terrible and it's not well written, then Google is going to see that as negative. They're going to basically say, ok, this content is not good, it's definitely not useful to the person who's trying to reach a conclusion or read something of value. So we're not going to rank this blog post very highly. And that's ultimately how the Google algorithm works when it comes to se you know, to really simplify things because there are other things in place. But the most important thing is how much time does the person spend on your blog post? If you can write a really captivating blog post, which does take time and a lot of investment and obviously energy, then Google will see that blog post is valuable. So the next time someone Googles for that particular situation or issue, they're going to provide that blog post as the solution because they want to offer the best possible answers to the questions that is asked within Google. Now, obviously search engine optimization or SEO is the main benefit of writing blog posts, but you can also make sure where that you can link out to relevant products and things that you can offer within the blog post. So for example, if we are talking about the yoga pants, example for Lululemon, again, then we would be talking about the types of yoga pants that fit different body types. So the customer is in a position where they're learning about what their body type is and which yoga pants are going to be best for that particular situation. Then within that blog post, you have little links to specific products that that person could potentially buy to resolve that problem. And that is how you drive sales. That is how you assess the problem. You provide a solution to the problem, then you give them a link to buy something to actually get the problem solved. So you're basically giving them the painkiller to take that pain away. And this is a really useful tactic. Any basic blog writer will be doing whether it be selling their own products or whether it be selling another person's products and basically getting paid an affiliate fee for sending the traffic that direction because blog writing is ultimately free, you can just write it as long as you have a computer. Ultimately, I have scored it as a 10 in regards to cost because it costs literally nothing in regards to setting things up. I have scored this as an it because it does take a little bit of time to really get used to writing and get into the habit of it and also just getting the first couple of blog posts in place is often a little bit of a climb. So, yeah, I just wanted to make sure that that was fully transparent so that you know exactly what to expect. Now, the reality is that once you actually get the blog post set up, everything is in place, you don't really need to maintain it. You can update it every couple of years or every six months or whatever. If you really want to. But ultimately, that blog post is going to continue to create traffic for your actual website over time without any additional effort, which is really, really great actually. So for energy to maintain, I scored it as a one. But then moving on to likely Roi so how likely are you to get a return on your investment once you put in all the time, you actually create the blog post? I've got a five. Now, this all depends on your ability to write effectively for se because when you're actually writing your content, you can't just write the way that you would want to write, although you can, but you're not going to get the same results you need to write in regards to how Google wants, right? So for example, your title needs to be something that someone is searching for. So what is someone searching for online that you can answer related to your product service? Then all of the sub titles within that article are going to be other questions are similar to the main question or something. Again, that is going to connect to something that someone is searching for. Because when you do that, you are going to be more likely to show up on the Google search results. Therefore, you're gonna be more likely to get clicked. Therefore, you're going to get more awareness and exposure and therefore you're going to be able to drive more web traffic and sales through your website. Anyway, I know this is a lot to take in and hopefully you're learning a lot, but I look forward to seeing you in the next lesson.

Class Materials

Bonus Materials

Brand_Guidelines_Template_(Powerpoint)_(Brand_Builder_Pro).pptx

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