Creating Content That Converts Customers - seopodcast 188

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebStyle. I'm Charles Lewis, your internet marketing specialist. Welcome back to another fun-filled episode. This is episode number 188 of the most popular internet marketing podcast on iTunes. That is because of all y'all. We are broadcasting on a Thursday because I'm actually going to be out tomorrow, so we wanted to make sure you guys didn't miss us. Please remember, we are your friendly, local, neighborhood top position snatchers. Yes. And our mantra is... Don't be a deuce. As always, we... Not a good look. Not a good look. As always, we have a tip from our previous podcast. That tip is, all of your SEO or PPC, quote-unquote, landing pages should be designed to convert. Convert can mean fill out a form, call, download a white paper, etc. Yeah, you want to make sure that all of the pages that have the potential of visitors landing on them are in a position to turn that visitor into your desired action, whatever your desired action is. So, yeah, keep that in consideration when designing your site. Don't just make some high-content pages that are all text that Google really likes, all text and a couple images that Google really likes, and then it turns out when people land there, there's no CTA. Yeah, no CTA, no form, no phone number, no link to download something, no action that you want them to take. If you're in a position to, and you have a device similar to the one that Chuck has in his hand, and I'm going to turn mine... Oh, it is on vibrate already. Go ahead and tweet now. What should they tweet? You should tweet hashtag SEOpodcast. This is number 188. Tag us in it, at eWebStyle, and on that way we can link up and follow you and do all of our social stuff. So, I have a little bit of sad news today. Sad news? Yeah. Tear tattoos, you see? See that extra one? No

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not even going to explain it. I'm a huge fan, and I'm sorry I haven't rated your podcast yet, but now I will. All right, we'll be looking for that. But I wanted to help you guys somehow, some way, with your audio. I know you guys probably get the message a lot, but I thought I'd try to connect to you. I want you guys to have better audio. He's willing in to chip in some money. This is the second person who's willing to do that. That's pretty... Thank you. Like, wow. Makes me feel good. Punch in the face. I started a podcast back in February, and my audio is good. I followed Pat Flynn's advice through his YouTube tutorial on podcasting. Anyway, he said that he's excited. I've started his own blog and podcast. Congratulations to you. I want to say to us that we have helped him through the process. If he doesn't hear back from us, that's okay. Mark, punch in the face. Thank you so much. Appreciate the support. Appreciate you tuning in, and even the offer. Yeah. That means a lot. That's huge. We're going to have a short podcast today. So, quickly, Apple is building a $5 billion spaceship. I don't know if you've seen their headquarters. It's been delayed in a year. I didn't see that. Yeah. I didn't see that. It's been delayed a year. It's going to be four. They're going to try and pull out a billion dollars off of it. Game of Thrones sets a new piracy record. 163,000 people were sharing the torrent at one time. And then, right about now, actually in 15 minutes, Facebook is going to be having an announcement about their iPhone or Android version. This is an Android phone. Android phone. HTC built it. So, my assumption is that it will probably be similar to the Evo. Yeah. Which was a good phone. I had an Evo before I switched over to Samsung. So, that is all of our news and our one kind of Facebook interaction. Let's get to

the meat. Yeah. So, we've got some meat today. And this is an article, an original article published by eWebStyle that I wrote called Creating Content That Converts Customers. Right. And so, the reason we did this is because, to be honest, I was looking at other articles on different sites this morning and I didn't really see anything that I felt I wanted to bring to you guys. But, I have this article that I have been working on for a while. So, I figured we'd deliver it. So, seven steps. Right. Number one, test different types of content to see what effect it has on the readers. What does that mean? That means different types of content in regards to the tone. Right. So, maybe you write a post about a product and it's heavy, salesy, really pushing that product. Or, you write a separate piece about that same product but it's not so much sales influence. It's more reviewish. And see which one generates the best action from your readers. And then, develop content following that persona. Right. You know, that's such a great point because A-B testing is so very important. Yes. And, in fact, it's one of the reasons that we think we've become better web designers is because it's not just about making a website and thinking that moving this around will help or hurt. It's about testing to see if that's going to work. And knowing. Right. And having the numbers before, having the numbers afterwards. And, you know, an example we were talking about this week was simply moving a form changed the form submissions from about zero per week to about four per week. So, that A-B testing is huge. Definitely. Number two, use the right content format. You know, think about the content you're presenting. Should this be just text, right, with maybe a couple images? Should it be an infographic? Should it be a video? So, think about, you know, should it be a slideshow? So, think about the content you're putting out and the best way to present

it. What's going to be the easiest way for your web visitors to really absorb what you're trying to present to them? Number three, include a story. This is a big one for Chris. Yeah. You know, if you can, create a story. I mean, fact or fiction is not the point here. It's the fact that stories are relatable. Right. So, create a story about your content. Again, if you were writing about a product, then maybe create a story about that product being in use or something like that or some way how that product benefited somebody. And that way people can relate to it. That is just so true. Definitely. We're trying to breeze through. Number four, add stats. Any time you can add factual data, whether it's through some sort of graph, like a bar graph or a circle graph or, you know, some sort of a chart or something like that, include it. Especially if it's, of course, relevant to the product or whatever you're writing about. But using data actually helps people feel more confident about whatever you're talking about. Especially when you provide the resource link to that data. So, if you quote a chart or you quote something like this, link to that source. That's an SEO, number one. But number two, that makes your post have a little bit more value because what you're saying is credible. So, the stats is a really important kind of link bait issue. Literally, I was listening to an interview of Barbara Cochran. She's one of the sharks on Shark Tank. And she was saying when she first started, she actually published a newsletter. And it said the average price of apartments in New York, right? In Manhattan, I think it was. And it was some number, 55,000. And that was the only number it had. And it was, you know, she billed it as an assessment of the market in the New York area. And the New York Times picked it up and was like, apartments, average apartments plummet in New York. Because she

had based it off of the 10 apartments she sold the year before. Wow, outdated information. Well, not just that, but it was, you know, such a small, you know, she probably had a niche. And maybe it was a lower end niche. And, but those types of things, that type of stat is something that can pick up a whole lot of weight and get, you know, carried a lot. So, they took the article and ran with it. They were like, yeah, prices, apartments, prices in New York, Manhattan plummet. Not like this one, number five. Give real-time examples. So, if you can find, like, video or testimonials or reviews of people using said product or said service, and they've published it. Once they've published it, then it's public. Published, public. Yeah, that's how it works. Use those examples. Link to them. You know, show people that, hey, this stuff really does work. Number six. Have the right voice. Right? Understand what your readers are accustomed to listening to. Have the right tone. Maybe include some sense of humor, if that's applicable then. Maybe even sarcasm, if that's your tone, right? If that's what they know you for. But either way, have the voice that your readers are accustomed to listening to. One that you're comfortable with. And one that you can translate well, you know, digitally. Whether it's web or phone or however your content is getting accessed. So, yeah, use the right voice. And the voices, I mean, things are so personal these days. Very personal. People want to know your personality, and they may hate it, they may love it, they may whatever. They can identify it, and that's all in the tone. And lastly, number seven, if you can, end your articles. This is more for bloggers. Ask for comments. You know, be proactive. Yeah, be creative, though. Don't just say, please comment. Ask people a question. You know, if you had this product, what would you do with it, right? And then encourage people to post those comments. Or have you used it?

Or if it didn't work for you, why not? Yeah, why wouldn't you use this product? Exactly. Questions tend to generate answers, right? And those answers can come in the form of content. I mean, in the form of comments. So that was it. This will be online. I'll post it once I finish doing some small editing to the post. But, yeah, seven steps to creating content that converts customers. Excellent. Excellent. It was written by Charles Lewis. All right, so this was a fast and free. It was really a low shot to the person who said we were going to write out the content on that review. Yeah, yeah. There's a kick in the shins for that one. All right, you have been listening to the most popular internet marketing podcast on iTunes. That is because of all y'all. Thank you. Remember. I got one important blank stare. Oh, we got a blank stare. Okay. One important blank stare. All right, let's do that. Yeah. This blank, this is a sad blank stare. This blank stare goes to Google AdWords for removing the option to include phone numbers in ad text. I had read a couple weeks back that they were planning on doing that. So they're supposed to roll out next week. Like, really? So they're forcing you to use the call extension. And with the call extension, you have to use Google Voice. All right. They're probably smart at the end of the day. So can you have multiple Google Voice accounts or how does it? Yeah, you can have multiple Google Voice accounts. But, I mean, what if you don't want to use the extension? Usually extensions tend to increase your ad costs. And, you know, I like putting my own phone number in there. Exactly, yeah. In the ad. Whenever I can, yeah. So blank stare at you guys. Like, come on. Stop trying to grow. Your other divisions. All right. You have been listening to the most popular internet marketing podcast on iTunes. That is because all y'all, again, if you get

some value, again, if you appreciate our content, again, if you just don't have anything to do right now. Yeah, yeah. Go write a review on iTunes. Go write a review on G+. Send us an email. Like us on Facebook. And put a comment on Facebook. Should we post the logos? Yeah. Thinking about it? Yeah. Kind of see what people think? That would be a cool idea, yeah. We might post some logos. We're rebranding here about the rebrand logo, rebranding the website. And so we want to include you guys. So we may post the different mock-up, logo mock-ups we have, and maybe we'll do a poll or something. And get some feedback, absolutely. All right. This has been podcast number 188. Until the next podcast, my name is Chris Burris. Charles Lewis. Bye-bye for now. Slightly raised up eyebrow, high brow. on.