content from nothing and your clicks for free

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content from nothing … and your clicks for free Kerch Mc. Conlogue ACO Conference

content from nothing … and your clicks for free Kerch Mc. Conlogue ACO Conference 2017 | Reston, VA www. youtube. com/watch? v=0 t. Tmpzfy. Chw

farm 1. staticflickr. com/660/32865554082_4 a 22 be 8352_b. jpg People buy from people they

farm 1. staticflickr. com/660/32865554082_4 a 22 be 8352_b. jpg People buy from people they know, like, and trust You don’t get there all at once @kerchmcc “Content from nothing. . . ” ACO 2017

Who is your audience @kerchmcc morguefile. com/creative/greyerbaby “Content from nothing. . . ” ACO

Who is your audience @kerchmcc morguefile. com/creative/greyerbaby “Content from nothing. . . ” ACO 2017

Write for your readers openclipart. org/image/2400 px/svg_to_png/277569/Poetry. Recital. png @kerchmcc “Content from nothing. .

Write for your readers openclipart. org/image/2400 px/svg_to_png/277569/Poetry. Recital. png @kerchmcc “Content from nothing. . . ” ACO 2017

Part 2: Finding topics @kerchmcc “Content from nothing. . . ” ACO 2017

Part 2: Finding topics @kerchmcc “Content from nothing. . . ” ACO 2017

Choosing/Finding Topics • • • Interview clients Ask customers Pain Points inconvenient remedy Major

Choosing/Finding Topics • • • Interview clients Ask customers Pain Points inconvenient remedy Major events Brainstorm topics with a friend Check industry news Read books Read the titles of other blog posts Keyword research @kerchmcc “Content from nothing. . . ” ACO 2017

Part 3: Finding useful keywords Keywords are not topics. They are how you choose

Part 3: Finding useful keywords Keywords are not topics. They are how you choose to TALK about your topic @kerchmcc “Content from nothing. . . ” ACO 2017

Find more than just a key word Check the handout Backlinko. com/keyword-research @kerchmcc “Content

Find more than just a key word Check the handout Backlinko. com/keyword-research @kerchmcc “Content from nothing. . . ” ACO 2017

Where to use Key Words • • Title article - uniqueness required Headings Image

Where to use Key Words • • Title article - uniqueness required Headings Image “alt” and “title” tags Anchor links Meta description Inbound links (if possible) Make a landing page for EACH KEYWORD @kerchmcc “Content from nothing. . . ” ACO 2017

Now tell a story farm 8. staticflickr. com/7363/15951452813_d 2 e 5638588_b. jpg @kerchmcc “Content

Now tell a story farm 8. staticflickr. com/7363/15951452813_d 2 e 5638588_b. jpg @kerchmcc “Content from nothing. . . ” ACO 2017

People Remember Stories Especially when they are: • Disarmingly honest – Show your vulnerability

People Remember Stories Especially when they are: • Disarmingly honest – Show your vulnerability – Admit what you don't want to do again • Strategic and consistent • Key message @kerchmcc “Content from nothing. . . ” ACO 2017

Stories offer: • • Problems and solutions (3 of each) Offer simple decisions Conflict:

Stories offer: • • Problems and solutions (3 of each) Offer simple decisions Conflict: hero - villain – ending Use quotes @kerchmcc “Content from nothing. . . ” ACO 2017

Consider Case Studies Another kind of story These are specific… without being TOO specific

Consider Case Studies Another kind of story These are specific… without being TOO specific blog. kissmetrics. com/ creating-a-great-case-study/ @kerchmcc “Content from nothing. . . ” ACO 2017

Part 3: Construction of the article farm 8. staticflickr. com/7183/6916700529_c 89 ab 8739 a_b.

Part 3: Construction of the article farm 8. staticflickr. com/7183/6916700529_c 89 ab 8739 a_b. jpg @kerchmcc “Content from nothing. . . ” ACO 2017

Choose a topic: • What story are you thinking about: • What is the

Choose a topic: • What story are you thinking about: • What is the key message? • What is the central question? What is the conflict? • Who is the villain? • Who is the hero? • What is the problem and solution? (3 of each) @kerchmcc “Content from nothing. . . ” ACO 2017

You have a story And a list of bits to include in the article

You have a story And a list of bits to include in the article Outline! Or list Or mind map Some idea of structure @kerchmcc “Content from nothing. . . ” ACO 2017

farm 8. staticflickr. com/7489/28114230585_f 38 f 467313_b. jpg This is not about YOU! Neither

farm 8. staticflickr. com/7489/28114230585_f 38 f 467313_b. jpg This is not about YOU! Neither your Calls to Action nor About page It’s all about the visitor! Use the words you audience uses. @kerchmcc “Content from nothing. . . ” ACO 2017

farm 1. staticflickr. com/538/32097181221_f 6 f 614 b 934_b. jpg If you don’t use

farm 1. staticflickr. com/538/32097181221_f 6 f 614 b 934_b. jpg If you don’t use their words. . . you’ll talk to these people @kerchmcc “Content from nothing. . . ” ACO 2017

Bones of the article openclipart. org/detail/277775/dance-of-death @kerchmcc “Content from nothing. . . ” ACO

Bones of the article openclipart. org/detail/277775/dance-of-death @kerchmcc “Content from nothing. . . ” ACO 2017

Bones of the Article Write a Good Title • Ask a question • Use

Bones of the Article Write a Good Title • Ask a question • Use a number • Most important words first Use Headlines • Summarize the page • Digestible parts • Identify sections @kerchmcc “Content from nothing. . . ” ACO 2017

Bones of the Article Short paragraphs Short words Short sentences Signal words Don’t forget

Bones of the Article Short paragraphs Short words Short sentences Signal words Don’t forget the conclusion! @kerchmcc “Content from nothing. . . ” ACO 2017

Write a first draft openclipart. org/detail/233740/alien-writing @kerchmcc “Content from nothing. . . ” ACO

Write a first draft openclipart. org/detail/233740/alien-writing @kerchmcc “Content from nothing. . . ” ACO 2017

Read it out loud Does it sound like you? Would you use all those

Read it out loud Does it sound like you? Would you use all those words in NORMAL conversation Readability counts Don’t try to sound smart It won’t work! Contrast is important Font size and face @kerchmcc “Content from nothing. . . ” ACO 2017

Where the Clicks Come From Call to Action (CTA) ON EVERY PAGE • Consistent

Where the Clicks Come From Call to Action (CTA) ON EVERY PAGE • Consistent colors – Don’t put it next to your social buttons @kerchmcc “Content from nothing. . . ” ACO 2017

Why would anyone click the button? • • Driven by emotion Value + Relevance

Why would anyone click the button? • • Driven by emotion Value + Relevance = More Conversions Timing So what should it say? • Be Specific @kerchmcc “Content from nothing. . . ” ACO 2017

Read Full Essay Now VS Get Instant Access Now (39. 03% LESS!) unbounce. com/conversion-rate-optimization/how-to-write-a-call-to-action-that-converts-with-case-sudies/

Read Full Essay Now VS Get Instant Access Now (39. 03% LESS!) unbounce. com/conversion-rate-optimization/how-to-write-a-call-to-action-that-converts-with-case-sudies/ @kerchmcc “Content from nothing. . . ” ACO 2017

Order information vs Get Information (38. 26% better) unbounce. com/conversion-rate-optimization/how-to-write-a-call-to-action-that-converts-with-case-sudies @kerchmcc “Content from nothing.

Order information vs Get Information (38. 26% better) unbounce. com/conversion-rate-optimization/how-to-write-a-call-to-action-that-converts-with-case-sudies @kerchmcc “Content from nothing. . . ” ACO 2017

Original NYPL subscription form Name and email Which newsletter? Sign Up bit. ly/2 pi.

Original NYPL subscription form Name and email Which newsletter? Sign Up bit. ly/2 pi. SFOsb @kerchmcc “Content from nothing. . . ” ACO 2017

Revised NYPL subscription form 52. 8% increase in clicks! Stay up-to-date with NYPL News

Revised NYPL subscription form 52. 8% increase in clicks! Stay up-to-date with NYPL News Email address only What you’ll get in words + Picture of the newsletter @kerchmcc bit. ly/2 pi. SFOsb “Content from nothing. . . ” ACO 2017

Read it out loud again! openclipart. org/detail/277570/poetry-recital-2 @kerchmcc “Content from nothing. . . ”

Read it out loud again! openclipart. org/detail/277570/poetry-recital-2 @kerchmcc “Content from nothing. . . ” ACO 2017

Add Pictures • Faces are compelling. – Eyes facing content • Graphics! farm 3.

Add Pictures • Faces are compelling. – Eyes facing content • Graphics! farm 3. staticflickr. com/2917/33672359771_f 0 fd 886079_b. jpg @kerchmcc “Content from nothing. . . ” ACO 2017

FINALLY! Remember: • • • The hardest part is finding the topic Keyword research

FINALLY! Remember: • • • The hardest part is finding the topic Keyword research Landing page for each keyword Write for readers to UNDERSTAND CTA on every page with specific instructions including what happens next. @kerchmcc “Content from nothing. . . ” ACO 2017

About Kerch Mc. Conlogue Phone: (443) 255 -3401 Kerch@We. Fix. Broken. Websites. com Twitter

About Kerch Mc. Conlogue Phone: (443) 255 -3401 Kerch@We. Fix. Broken. Websites. com Twitter @kerchmcc Face. Book. com/kerch Facebook. com/We. Fix. Broken. Websites slideshare. net/kerch http: //wordpress. tv/? s=kerch