Creative content can convert, rank and attract high quality links


  • Content is an essential part of SEO
  • Content can serve a number of purposes – sell products and services (conversions), attract high quality links and social shares
  • Knowing exactly who you’re talking to is absolutely essential


John:                     Well, the other thing that we’ve seen a little bit of success from and what I’d like to get from you, your opinion, is going off topic. How off topic do you go with your blogs. So where I saw success that we had from a turf supplier. Yeah, so grass. So they were a turf supplier. I think they’re actually up your way in the Central Coast.

John R:                  Okay.

John:                     Essentially what we were doing was doing articles on the U.S. Golf Tournaments. Right. So what happened was, follow me here, article on the U.S. Golf Tournament, talking about the greens speeds, how fast the greens were, and in that article it had how length of the grass to actually cut, and in order to get the right speeds and all of this. Then essentially what it had done is a lot of greens keepers golf courses had seen that article and then started actually conversing with the turf supplier to get sort of supply to their actual golf courses.

John R:                  Right. And did that traffic convert?

John:                     It did, yes. Success from that. Another one that I had experienced personally was when I was getting married, you look up all the best ways, top 10 things you should be considering on the day of your wedding. And one of the articles was by a drone camera footage guy. And so one of the tips naturally was get the right camera gear, get a drone, it’s a one day off. This is my pricing. And it was just a nice angle to make me aware of his product and put it in my mind. But you know one in a hundred he might end up converting. So you know how off topic do you get with that sort of stuff? Because you can get very creative with that.

John R:                  Yeah you can. I think what matters most is that you know exactly who you’re talking to. I think that that matters most. And this is a conversation you probably should be, well you should have it with the client. Okay. Who’s your ideal customer? Who are we actually talking to? If the message is lost, then content doesn’t fucking make much sense. How far I go off topic, probably try to avoid that. Look, if you had have asked me, “We’re selling turf, should I be writing about the USA golf tournament?” I would have said fucking no, because to me that sounds completely irrelevant. But it’s interesting isn’t it, that it actually converted because it attracted groundskeepers.

John:                     Yeah. Yeah. That was our target. So I actually said to them, “Who is your audience?” They said, “Councils, golf courses.” So we created content relevant to golf courses.

John R:                  Okay, well then that’s fine. But I think that revisits what I said just a second ago. You’ve got to know exactly who you’re talking to and when you’re really clear on that, that makes creating content much, much easier. But I think, look at comes down to visitor intent, keyword intent and where the person is in the buying cycle. There’s a lot to it, which we could talk about for hours. But I’ve started when I do my keyword research now thinking about that intent. Is the content or the term rather informational or is it commercial transactional in nature. I spoke about this in the training, using say pest control as an example, what do termites look like. Right? And that’s probably not the best example, but that might be something, or breeding habits of termites, right?

John R:                  That might be something that a 12-year-old child might be researching for a school project. So that’s not a really good angle to take, because it’s going to attract the wrong sorts of visitors to the site. Whereas something like how much does termite treatment cost is a commercial term and it’s going to attract someone who’s probably, “Oh shit, we found termites out in the yard. We need to get someone here fucking stat.” Right?

John:                     Yeah.

John R:                  And then of course if you go to transactional, which is when they’re really hot, termite treatment purchase or buy termite treatment or something along those nature where they’ve got buying terms. But the thing is, and this is the weird part about content, you shouldn’t always just disregard stuff that’s informational in nature, because sometimes you can create a really solid piece. Like if you did up a really massive piece of content with videos and an infographic and stats and data and charts and everything else about growing your lawn and how low to cut it, that can attract a shit load of links. And going back to my example just a moment ago, if you put something together that’s going to attract school children doing projects, you never know, you might start getting links from schools or government websites where it’s this is a really informative piece and that can help lift everything else up.

John:                     Well that’s right. It inadvertently supports your other pages. If you think about it, that kid, his time on page is going to be amazing. They go, “Oh, I was working on that website.” So having some of the metrics Google’s looking at is obviously repeat visits and time on page. And so certainly even though the traffic isn’t ideal, it makes the site look, obviously, your audience, it’s going to improve your rankings.

John R:                  Yeah, I think with content, I’m always trying to think. Usually I’m always thinking about, okay, I want to create a piece of content with my clients that’s going to fucking convert. That’s number one priority. But occasionally I might look at reverse engineering competitors and saying, okay, this piece of content they’ve created here, it isn’t really targeted towards the customer, but this thing has attracted a shit load of links and social shares, because it’s a fucking really excellent infographic or animated video or something that explains this process really well. In fact, there was one that comes to mind when I was working, again using Danny as an example, these guys in America had taken, they’d built a mini house right in this fucking enclosure. They built this to 1/16th scale fucking house with bedrooms and furniture and little curtains and shit.

John R:                  And they put it on this soil and then they poured in 5,000 termites. And then they used a time lapse video to watch how the termites ate this house away.

John:                     You put the termites to scale as well?

John R:                  But that wasn’t, see, that’s not aimed at someone that, “Oh fuck, we got termites outside. We need to get someone in.” But that piece of content went viral and it was on the news and it got links from fucking, some really big news sites. And that’s-

John:                     Invaluable.

John R:                  That’s a good example of creating content that is slightly left of centre. It isn’t necessarily, they’re not sitting there thinking, okay, how much does termite treatment cost or termite treatment gold coast. It’s not along those lines. When you get into that whole creative space when it comes to creating content, I mean, fuck John, you can spend hours brainstorming different ideas. That’s why I’m a fan of reverse engineering, because it can save some time.

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