Content should always be created with a specific purpose in mind. There's no use writing a blog post (or any piece of content) that you can't promote because no one will actually read it. That's like building a sauna in the middle of a desert - doubly worthless.
But content is the most important thing, next to your product or service, that you need to create, and create well. Without it, you won't get traffic, you won't create engagement with your company, you won't set yourself apart as an authority, and you'll struggle to generate business online.
So how do you create content people actually want to ready and can easily find and share with others?
Follow the steps below to create a Promotion-Driven Skyscraper Blog post. You've probably read one of these before. They are long, information-rich posts chuck full of amazing useful information that once read, you bookmark it, share it, and comment on how amazing it is to the author.
These posts are typically 2000-5000 words each, but once written, they will be a pillar of your website for a long time to come, attracting 1000s of free visits per month or even per day.
How to execute this growth tip
Don't start from scratch. Find an already amazing post that is about a topic you like or have interest in researching. These post can be found using a tool like Buzzsumo or SEMRush, or just by googling related keywords. Buzzsumo shows you how popular each post is using metrics like Facebook Likes, shares, tweets, etc.
Read the top three posts and write out an outline of questions the authors missed or things you feel you could be expanded to add more value to the reader. Remember the goal here is to 10x the already great content. This isn't easy, but the hard work will payoff in the long run.
NOTE: Do not plagiarize the work you're reading. You are creating original work that builds upon already great content.
Create a list of sites, blogs, podcasts, social profiles, and influencers you can send the post to when live. Send out emails to those people and ask them to share a link and help promote your new post.
PRO TIP: Take a look at the sites linking to the post you are building upon and reach out to those sites first. Show them how your post is 10x better and that their readers would get even more value from your post.
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