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Although technology is advancing with artificial intelligence, short TikTok videos, the metaverse, and other wonders, Google’s algorithm still relies on keywords and the textual structure of a blog post.

Writing blog posts embodies the true essence of marketing: communication and spreading your differentiating ideas are what will ultimately make a difference in any industry.

A blog helps your brand to stand out and increase reputation and authority.

When written with the tips I’ll share in this blog post, it subtly communicates that you endorse “Product A” over all others because, as an industry expert, you’re confident that it solves the customer’s problems better.

This means that by writing blog posts in the manner I will illustrate to you, you will automatically position yourself as an expert in your field and build trust with your potential customers, becoming their top choice when they need to purchase your product or service.


Knowing How to Write Well Is Important


In all copywriting courses – and I’ve pretty much bought them all – there’s always a big lie told: you don’t need to be a gifted writer to write content marketing that converts people!

Just follow certain instructions, and even if you write like an elementary school kid, you’ll get all the results you want.

Please, listen to me: This is completely false.

To write business blog posts that convert – meaning they make readers take the action you want – you need to know how to write well.

You need to be able to keep the reader glued to the screen.

You need to flood them with optimistic, positive information, and accompany it with a persuasive, convincing writing tone that’s pleasant to read.

The pseudo gurus of copywriting and marketing claim that you don’t need to know how to write well because they need to sell as many courses as possible.

So, if they told the truth, that writing is a fundamental and essential element for creating effective copy, they’d sell 90% fewer courses because few people write well.

That’s why there are billions of blogs but only a few really work.

It’s not true that blogs are dead; they just don’t work if the writing isn’t up to scratch.

Try opening a blog and writing sentences like a fifth-grader would.


Read this piece:

“Copywriting is essential for entrepreneurs. Knowing how to write well is very important. If you don’t write well, few customers will take the action you desire. To learn to write well, buy my course for $1,099, click here.”

Did I convince you to buy this course?

What’s that?

I didn’t convince you?!

Yet I wrote a passage exactly as Dan Lok, Dan Kennedy, Seth Godin, and company suggest!

These charlatans – who have never demonstrated anything in their lives except for a few testimonials from followers claiming they became rich thanks to them without proving it – know nothing about marketing.

I’ve just proven it to you.

I spoke to you as I would to a 5-year-old (I’d like to see a guy trying to sell a copywriting course to a 5-year-old).

Now, I’m not saying you have to have the writing skill of Stephen King or J.K. Rowling; of course, they are unreachable, and anyway, our job isn’t to write novels but to sell products/services or, in my case, bring readers to my blog.


But if you want to get good at copywriting and start getting results with your blog posts, you need to learn to write at a slightly more advanced level than what they taught us in school.

How?

Read.

Read all the books you can.

And I’m not talking about technical books; I mean novels.

Underline the sentences you like, look at the similes, metaphors, jokes, timing.

Read the classics and international best sellers.

And write, write a lot.

Your first blog posts will suck like mine did.

Ignore it, write more, and keep going.

Never stop and don’t go back to improve what you’ve already written.

Read books and write your blog posts.

It’s the only way you have to improve and increase the effectiveness of your content marketing.


Never Talk About These Topics in Your Content


Entrepreneurs and businesses produce millions of educational contents every hour.

As I mentioned earlier, it’s not an official statistic, but it’s estimated that 90-95% of the content found on the internet (blog posts and videos) doesn’t lead to sales or conversions.

Unfortunately, publishing content that is perfect in terms of grammar and copywriting rules is not enough to achieve conversions or sales (or both).

Even if we know how to write in perfect grammar and polished prose, it’s the topics that bore and fail to convince people to follow us and become our customers.

The most boring topics in the world, which lead the customer into a state of perpetual sleepiness, are:

  • Your personal successes.
  • Your company’s results (if you have a company).
  • The innovative and fabulous features of your product or service.

But… is there really anyone interested in these things?

Is anyone genuinely interested in visiting a website/blog just to read self-promotion?

Almost all entrepreneurs who run a blog create content solely about themselves, boasting about their achievements, without offering educational insights.


And this is the problem with almost all blogs and educational videos worldwide.

Though there have been recent attempts to remedy this trend, there are still many contents out there that focus on “extraordinary products and services,” “tradition,” “professionalism,” “quality,” “seriousness,” and more.

Actually, these topics are as boring as when the Philosophy teacher would start explaining early in the morning, while you and your classmates, still half-asleep, were trying to figure out what your names were.

How many times have our teachers nearly killed us with their monotonous, depressed, and resigned tone of voice?

I lost count of how many times I fell asleep at my school desk, especially during history, philosophy, and Italian literature.

When someone talks about these topics on their business blog, it’s not much different from our boring teachers.

Ask yourself this (and answer honestly): what do you really want to find when you do a Google search?

Simple: an immediate answer to your question or, at the very least, valuable information about what you are looking for.

Which, let’s be honest, sounds a bit different – to put it mildly – from wanting to read about the most banal and vulgar advertising.

I must reveal a harsh reality of the business world: no one cares if your product or service can solve world hunger.

It’s harsh to say, but it’s the truth.

Unfortunately, your customers are egocentric.

When they read blog posts or watch video content, they are only interested in one thing: finding a solution to their problems.

Think about it: if you were searching for a solution to a problem and came across a blog by an entrepreneur who only talks about themselves and their successes, what would you do?

Do you agree that you would close that blog and never return to it?


Therefore, internalize this principle: in your free educational content, you must provide valuable information before even thinking about selling anything.

The sale will come over time, but it will always and only be a consequence of having FIRST given so much free value to your potential customers.

Also, I almost forgot, you must also keep in mind that the competition is strong and fierce in almost all niches.

If you constantly talk about yourself without offering immediate solutions, your potential customers won’t hesitate to turn to your competitors.

In my educational content, when I was a rookie real estate agent, I only talked about how amazing my real estate company was, and as a result, I couldn’t sell a single house.

There are classic examples that illustrate the appropriate behavior to be adopted in your free educational content:

  • “Do not mention the ointment that treats a common itch. Discuss the itch and the negative experiences people face when suffering from it.”
  • “Do not mention the toothpaste. Talk about the beautiful smile and the sparkling white teeth a person will have after using your toothpaste.”
  • “Do not talk about your lawyer skills. Instead, discuss the various cases you have successfully handled and won for your clients, providing details for each case so that someone with the same problem can get an idea of a possible solution.”

Most negative reviews on Amazon ebooks always say the same thing:

“In this book, the author celebrates themselves and tries to sell their courses, but doesn’t provide valid information or information that can’t be found with a simple free Google search.”

Therefore, never talk about yourself or the product or service you sell.

Focus solely on providing solutions to your customers’ problems.

“7 Reasons Why You Should Consider Buying a Home in Forte dei Marmi”

This was the title of one of my initial blog posts, which unfortunately turned out to be one of my early entrepreneurial missteps.

The message I was subcommunicating with that unfortunate blog post was a true plea:

“Please, buy a house in Forte dei Marmi – I am not capable of selling, and I need money!”

No, I am not exaggerating; believe me, this is the underlying message I conveyed to all those who read that blog post.

I’m not ashamed to admit it: I’ve made mistakes, and I’ve made a lot of them.

I’m not perfect like the pseudo gurus I mentioned earlier.

With this blog, I hope to assist you in avoiding my embarrassing mistakes as well.

When you write for your blog, you are addressing individuals who are already aware of their needs or possess a strong desire to explore a subject further – perhaps even to purchase the product you offer.

You don’t have to persuade anyone to buy your product.

They already want to make the purchase.

Your task is to convince them to choose you as their provider.

You’ll forgive me, but I want to reiterate the concept because it’s very important: Writing a blog post titled “The 7 Reasons to Purchase [X]” and listing, in the body of the text, a series of bullet points, subcommunicates “I can’t sell a single unit of my product/service because I can’t explain how important it is! Now I’m writing a blog post hoping someone reads it and becomes convinced to buy!”

Maybe it’s not true; perhaps your product sells itself.

It doesn’t matter.

By writing a blog post where you try to explain why someone should buy your product, you’re putting yourself on the wrong side of those who beg for the attention and money of their customers.

And this is the nemesis of a successful entrepreneur.


How to Choose the Topics of Your Content


Finding new ideas to create fresh, highly converting content is the Achilles’ heel of every entrepreneur.

Fortunately, creativity is not the key to becoming a great content creator.

If that were the case, it would create a significant problem, as creating content would require the same level of imagination as that of mystery writers.

The primary goal of effective educational content is to provide reasonable and immediate solutions to the problems of your target customers.

In doing so, in the long run, you establish yourself as an authority in your niche.

In practice, every content piece should address at least 5-6 of these questions:

  • What worries your customers?
  • What concerns do they have when trying to solve a particular problem?
  • What do they constantly complain about?
  • What fears do they harbor when considering the purchase of your product/service?
  • What recurring problems in your industry occupy the minds of customers?
  • What thoughts cross their minds as they engage with your content?
  • Do they believe you genuinely want to help them, or do they think you aim to take advantage of them?
  • Are there complicated purchasing procedures that could be better explained in your content?
  • Are there prevalent myths within your industry that you can debunk?
  • How can they achieve their goals faster, better, and more efficiently?
  • What actions can they take to immediately solve their problems?
  • How can they enhance their productivity and improve their daily lives?

Now, the million-dollar question: where can you consistently find new ideas for your content?

I will share all the practical techniques I am aware of and that I use myself.

These techniques are not listed in any particular order; they are presented as they came to my mind.

Your First Blog Posts

The key to starting off on the right foot and positioning yourself as an expert is to provide answers to the most searched topics by people.

The process is very simple:

  • Visit Ahrefs Keyword Generator (it’s free).
  • Choose the country you want to target with your blog posts (if you sell worldwide, choose “United States”).
  • Type in the keyword you’ve decided to target, such as “business”.
  • Search for the results.
  • Now select the section related to “Questions”.
  • Sort by search volume and write a blog post about the most searched question (for business, the most searched question on Google is How to Start a Business“, which is indeed my first blog post).

The next time, move on to the second most searched question, then the third, and so on.

Techniques for Generating Blog Post Ideas

KNOW YOUR COMPETITORS

An essential rule in content creation (and marketing in general) is that you must be assertive.

The words “kind” and “entrepreneur” cannot coexist in the same sentence.

This does not imply resorting to psychological terrorism; I detest scaring people without reason.

I’m referring to the behavior to be maintained with your competitors.

If your objective is to achieve substantial financial success with your business, phrases like “There’s room for everyone,” “We’re all part of the same team,” “We must all work together,” and similar new age concepts should not be part of your approach.

There’s only room for you.

Always bear this in mind.

When creating content, you must persuade the reader to take the desired action, positioning yourself in contrast to someone else – namely, your competitor(s).

Of course, you should avoid personally criticizing them, as it could have negative consequences.

Instead, critique their business practices and methods while offering alternative solutions.

In your content, highlight why customers should choose you over the competition.

How can you achieve this?

By emphasizing a competitor’s strengths and rephrasing them as weaknesses.

An inexperienced marketer might attempt to attack the competition by focusing on their weaknesses, but often these weaknesses are already well-known to customers and do not influence their purchasing decisions.

For example, people are aware that Chinese products may not have the longest lifespan, but they are willing to accept it because of the low cost.


We all know that an Armani shirt bought on DHgate is to be thrown away after the fifth wash, but we accept it because we paid 1/100th of the original price.

Therefore, you should discredit the competition by highlighting aspects that customers perceive as their strengths.

Suppose you have a shop selling personalized t-shirts, and your main competitor is AliExpress in China.

As I’ve mentioned, Chinese products are renowned for their low prices.

At first glance, attacking such a strong point might seem daunting.

After all, everyone appreciates saving money, especially on discretionary purchases like personalized t-shirts.

But, for example, you could emphasize that your t-shirts are ethical and environmentally friendly, distinguishing them from your Asian competitors.

In the current market, an increasing number of customers are willing to pay a premium for sustainable and ethical products.

Craft content that highlights your commitment to environmental sustainability, social responsibility, and corporate ethics, demonstrating how this dedication results in higher-quality t-shirts.

Additionally, discuss the challenges associated with shipping goods from China, such as added costs and lack of quality control, which can significantly impact expenses when subjected to taxation.

Guys, I do not mean to disparage Chinese products; I acknowledge their value and regularly purchase products from China like everyone else, I bear no ill will towards them.

These examples serve merely to illustrate the concept.

AMAZON’S KINDLE STORE

With Amazon, you can discover a plethora of new ideas for compelling content, ensuring a steady stream of inspiration throughout your lifetime.

This is the method I personally favor and consistently employ to craft my blog posts.

There are two highly effective ways to leverage the vast offerings of Amazon’s Kindle Store.

1. Amazon Kindle Unlimited

A valuable resource for generating new ideas to discuss on your blog is Amazon Kindle Unlimited service.

For approximately $10 per month, this service grants you the privilege to freely download about 85% of the ebooks available in the Kindle Store.

To utilize this approach, simply choose and download an ebook of your preference – particularly focusing on newly released titles.

After carefully reading it, create a blog post by writing your point of view on the content of the ebook you just read.

When selecting an ebook, it is imperative not to judge it solely by its cover, reviews, or the author’s reputation.

Instead, read each ebook diligently, regardless of its quality or the number of negative reviews it has received.

Your primary goal is not to critique the books, but rather to generate fresh and original ideas for your own content.

Given that Amazon contains the largest number of published ebooks in the world and that thousands are being published every day across various niches, you will have an endless supply of ideas for new content, virtually forever.

Thanks to Amazon Kindle Unlimited, you can ensure an abundance of engaging topics to explore and discuss in your content, keeping your audience captivated and eager for more.


2. Negative Reviews

It is a universal truth that every ebook, regardless of its merit, will receive some negative reviews.

As we are well aware, not every piece of content can resonate with everyone.

Interestingly, these critical reviews can be invaluable sources of inspiration for new content.

By skillfully adapting and integrating these criticisms with our differentiating idea, we can reinforce our positioning and emphasize how our way of working is better than that of the competitors.

For instance:

“As evident from [REVIEWER NAME]‘s critique, [EBOOK NAME] has been accused of […]. Interestingly, I have been echoing a similar sentiment for months now, reasoning that […].”

By consistently exploring the Kindle Store and creatively interpreting negative reviews, you can keep your content fresh, relevant, and engaging, establishing yourself as a knowledgeable and authoritative voice within your niche.

DEBUNK THE MYTHS IN YOUR INDUSTRY

In every industry, there are widely spread beliefs and myths that may not necessarily be true.

Creating content that debunks these myths can be extremely beneficial because, by addressing these myths, you automatically position yourself as an expert.

Blog posts that successfully debunk myths in your industry are the most read, shared, and have the highest conversion rates.

However, be cautious: debunking myths in your industry is not a walk in the park, and you need to have all the supporting evidence ready to back up your theory.

You should never venture into debunking a myth without having the necessary documentation on your side, which will support your case.

Otherwise, even if you’re right and that myth doesn’t hold ground, people won’t believe you.

FIND INSPIRATION FROM REAL LIFE

An approach used by many successful comedians, such as Jerry Seinfeld, is to draw inspiration from their real-life experiences to create compelling characters and comedic routines.

By keenly observing people’s behavior in public spaces, they can glean ideas for their humorous acts.

Ok, we are entrepreneurs, and we don’t have to sit in a park observing people (even though it could be helpful); we just need to draw inspiration from our work routine in close contact with customers to have an abundant source of fresh and engaging content ideas.

The desire for authenticity is one of the driving factors behind the immense popularity of memes; they transform real-life situations into humorous images that resonate with people’s thoughts and emotions.

An exemplary company that draws inspiration from real-life experiences to craft its blog posts is Airbnb.

Airbnb’s blog, titled The Airbnb Newsroom, brims with posts about genuine travel experiences, cultural explorations, and captivating personal anecdotes from both hosts and guests.

By sharing these stories, Airbnb humanizes its brand and establishes a genuine connection with its audience.

Airbnb features blog posts that showcase accommodations from all corners of the globe, such as a treehouse in the Amazon rainforest or a restored castle in Scotland.

By presenting real-life examples of unique and off-the-beaten-path experiences, Airbnb inspires its readers to contemplate travel in novel and thrilling ways.

In addition to sharing captivating travel tales, Airbnb also offers practical topics, such as hosting tips and ways to make your home more inviting.

To effectively utilize this approach, consider writing a blog post detailing your experiences negotiating with someone or encountering entirely new situations – an endeavor that can be both enlightening and entertaining for your readers.

SPY ON YOUR COMPETITORS USING GOOGLE ALERTS

In addition to Amazon Kindle Unlimited, you have the powerful tool of Google Alerts to monitor your competition across the web, including their blog posts, YouTube videos, and social media content.

Google Alerts is a valuable resource that keeps you informed whenever a competitor publishes content relevant to your industry.

This tool is incredibly useful for gathering information, generating new content ideas, and presenting your unique perspective.

To set up a Google Alert, simply enter one or more relevant keywords.

Once you’ve done that, every time someone publishes a blog post, shares thoughts on social media, or uploads a video related to your chosen keywords, Google will promptly notify you via email.

By using this powerful feature, you can stay continuously updated on your competitors’ activities, gaining insights that will help you create exceptional content and stay ahead of the competition.

YOUTUBE

YouTube is a valuable resource that I frequently use to discover new content.

You can draw inspiration from YouTube videos by following these steps:

1. Search for Popular Channles in Your Sector

Identify the most popular channels in your niche or industry and subscribe to them.

This will provide you with insights into the type of content that resonates with viewers.

2. Take Notes on the Content

Watch the videos that pique your interest and take notes on what sets them apart – what makes them unique, interesting, or relevant to your audience.

These notes may include the topics covered, video formats, and presentation styles.

3. Utilize the Information to Create Your Own Content

Leverage the knowledge gained from the videos you’ve watched to expand on similar topics or present a different perspective on a given subject.

4. Add Your Voice and Perspective

Ensure that your content reflects your unique voice and point of view, rather than simply echoing what you’ve seen on YouTube.

Offer your own insights and opinions on the topics you cover.

You can start your content by saying:

“I recently watched a video by [NAME OF THE CREATOR], and while I generally agree with him, today I believe that […]”

Or

“After watching a video by [NAME OF THE CREATOR], I feel compelled to discuss why their method is the wrong way to approach this topic, and I will now explain why […].”



The Big Mistake of Content Marketing


Entrepreneurs often make a critical mistake in content creation that could irreparably harm the success of their blog and YouTube channel.

I’m not exaggerating; this is a significant strategic blunder that can lead to penalties from both Google’s and YouTube’s algorithms.

On one hand, it’s possible to recover from Google’s algorithmic penalties (although the process can be lengthy); but on the other hand, YouTube’s algorithm could permanently penalize your channel, leaving no room for any chance of recovery.

Here’s the Big Mistake: when creating videos and blog posts, you should focus on the overarching concepts that define your entire business or timeless processes, rather than zeroing in on a single product or service.

You have to address all potential topics related to your business, present them from various perspectives, and frequently revisit the concepts you’ve introduced, but avoid creating a blog post or video that solely promotes a single product.

Consider this: imagine a real estate agent producing a blog post and video for every house they list for sale (a very common practice).

This content, replete with room descriptions and pictures, area overviews, and lists of pros and cons of that real estate, is undoubtedly engaging.

But what happens once that house is sold or taken off the market?

The agent would need to remove the associated video and blog post.


Deleting the blog post can lead to indexing issues.

Google retains the link to the house you’ve removed, and when it’s scanned, it returns an “Error 404: page not found.”

It’s frustrating for readers to click on a link hoping for answers, only to be met with a “Page not found” message.

And Google takes a long time to remove this link from its database, leaving users constantly encountering a page with a 404 error.

With YouTube, the implications are even worst.

Deleting videos can lead to a lasting penalty from YouTube’s algorithm.

While deleting videos on YouTube doesn’t directly harm you, it can adversely affect the positioning of your future videos and the credibility of your channel.

There are no official guidelines from YouTube or Google to support my claims, but this is a widely discussed issue among trusted entrepreneurs.

Regrettably, I’ve witnessed its impact on some of my readers’ channels.

When a video is deleted, YouTube perceives a content issue, tarnishing your channel’s reputation.

If the video had garnered a significant number of views, likes, comments, or shares, its removal could diminish your channel’s engagement and overall traffic.

Furthermore, deleting multiple videos in quick succession might be flagged by YouTube as suspicious behavior, potentially seen as system manipulation.

This could lead to reduced visibility for your future videos or even account suspension.

Therefore, our focus should be on promoting our entire business and producing content rooted in evergreen concepts.

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