Getting the high-quality, SEO-optimized content your clients need doesn’t have to be such a hassle. As the owner of a marketing agency, you understand how important content marketing is to the success of your client’s business.
You know that merely spewing a bunch of words out on a page and throwing in some fancy videos or graphics won’t help them sell their products and services — which is the whole point, right?
You need highly engaging content that ranks high on Google and convinces the reader to follow through on the CTA.
Writing it yourself takes too much time, but outsourcing your content needs results in poor quality content that doesn’t produce the ROI you need.
You end up spending just as much time fixing the articles you paid for as you would just to write them all yourself, so what’s the point?
At Content Ninjas, our team of strategists know just how you feel. We used to be you.
Then, one day, we discovered a better way to get our clients the highest quality possible in the lowest turnaround times imaginable to date.
How did we perform such a miracle, you ask?
We built a team of strategists, content managers, editors, and writers who use the following battle-tested tricks to publish more content for our clients.
Keep reading to learn our secrets and find out how to scale your business even faster.
4 Tricks to Publish More Content
Trick #1. Repurpose Content
When you’re pressed for time, it can be tempting to recycle the same content repeatedly, but this is ineffective and isn’t what repurposing content means. Repurposing content is when you re-use a piece of content by publishing it in a new format.
For example, you can take an existing blog post and turn it into an infographic or entertaining video. Don’t just republish the same content in new articles again and again.
When repurposing social media messages, don’t re-use the same ones on a repeating cycle. You can link to the same blog posts to recycle evergreen or updated articles, but change your social media message when it appears in someone's newsfeed.
These aren’t the only tips you need to follow when it comes to repurposing content for yourself and your clients. Follow these best practices strategy tips to get the best ROI for your efforts:
- Plan how you’re going to repose content when it’s written, so the same writer is creating all formats — blog posts, social media posts, and email newsletters.
- Plan your content in “groups” of related content — called Silos. This makes it much easier to weave a coherent spread of content around a topic when you’re working on it vs. trying to tie it together after the fact.
- Think about how you’re going to get the content in front of viewers when it’s published beforehand — brochures, books, webinars, etc. You can have the promotional material made at the same time.
Trick #2. Plan the Journey
As a marketer, you know the buyer journey like the back of your hand — regardless of what it’s called. You’ve likely learned about the flywheel, sales funnel, and customer value journey methods.
No matter what methodology you choose to follow, the end goal is the same. Someone reads your content and then takes the next step you want them to take.
Simple enough — right? Ok, maybe not, but it should be.
The problem is you’re so busy trying to deliver on the content within the timeframe you promised that it leaves little to no time for strategizing. You end up rushing to write the content yourself or outsource it to a freelancer or content mill in the hopes they give you something you can quickly edit and publish on time.
Then, on top of that, you’re stuck coming back behind that and selling the client on landing pages and other offers just to get the content you published to convert.
It’s all disjointed when you do it this way, and it takes a significant toll on your time. You use too many mental calories attempting to keep track of everything going on.
Instead, work the buyer journey backward.
Start by defining what you want to sell (products and services) and who you want to sell it to. Think through the conversation that happens with this person. What tips them over the edge and makes them willing to take that next step?
- What questions did they ask?
- What sources were they using to research?
These are questions you need to be asking before you start creating content. Use the answers to these questions to build out blog articles, promotional content, and conversion offers all at the same time.
Trick #3. Use a “Coming Soon” Strategy
A “Coming Soon” strategy simply means that instead of launching a finished conversion offer, you outline the offer and launch a landing page promoting it. Use verbiage such as “Sign up to be notified as soon as it’s released” on the landing page.”
Conversion offers are the biggest, most time-consuming part of content marketing. You have to create the offer — like an ebook or whitepaper — then you need to create the landing page, thank-you page, upsell offer, calls-to-action to embed in blog posts, and an email follow-up sequence.
These are time-consuming so they often frustrate the clients, and you can’t bill for the time you put into them. Plus, you don’t even know if the idea for the offer is a good one until it’s launched because you need to see if people are clicking on the CTA and converting on the form.
Using a coming soon strategy doesn’t mean you won’t have to do as much work strategizing upfront. You’ll need to take the time to do that anyway. Otherwise, you could end up wasting all the effort you put in on a strategy you could have realized sooner wouldn’t work.
Before creating and launching your coming soon campaign, do these steps first:
- Determine what type of offer you want to create — whitepaper, ebook, workbook, checklist, etc.
- Understand what value the offer you plan to create provides the reader.
- Outline chapters and headings, so you know what you’re going to say.
- Choose the metrics you’ll track and the tools you’ll use to track them. The most important metrics to track are views, clicks, and conversions so you can prioritize which offers to launch based on interest.
- Be prepared to launch quickly if there’s significant interest. You don’t want people to have a bad experience waiting forever on something you promised to launch.
Trick #4. Use Content Silos
Content silos are groupings of related content that are similar to content pillars — if you’re familiar with those.
Silos replace your default un-optimized Category or Topic pages. They serve similar roles as pillar or topic clusters, but are much easier and faster to build — and they’re significantly easier for a user to navigate.
Most category pages are just a list of recent blogs in that category. Silo pages list the articles in a similar fashion, but they also group them in sub-topics and provide content around the article lists to provide context and improve ranking.
Here’s an excellent example: https://thrivethemes.com/build-website/
You can’t just spin out a ton of content on a topic, mark it with a category, and publish it out there. You need a silo page to link it together and provide a better user experience.
You also can’t just rely on pillars for search ranking. They typically aren't user friendly. They're hard to navigate, and pillar pages don’t generally rank well on their own because they’re too generic.
You need to understand that silo pages generally aren't designed for ranking. Their topic is usually pretty vague — like the example I shared of “Build a Website”.
BUT, silo pages are amazing for user experience and helping Google understand the connection between articles. When creating silo pages, take the time to plan out the full silo in advance.
You typically want at least ten articles in the silo before it’s worth converting the category or topic page into a silo page. You’ll continue to grow the silo over time and add more content to it.
You can never have too many articles in the same silo, but you can have too many silos. As a general rule of thumb, keep it to no more than 3-10 silos — max, no more than that.
Your articles shouldn’t compete with each other, either. You should optimize each article for one keyword, and don’t include dates or numbers in the keyword or URL. Instead of writing a new post with the same keyword later, you’ll just update the one you already wrote.
When you update the page later, the keyword and URL won’t change. Google sees the update, and updates it’s index while also rewarding you for the longevity of your content and refreshing your content to be more relevant.
Let's look at a couple of examples...
Example Article #1:
- Title = “5 Presents for Moms in 2020”
- Keyword = presents for moms
- URL = /presents-for-moms/
- How to update? Change the title to “5 Presents for Moms in 2021” and update your list with new items.
Example Article #2:
- Title = “3 Tricks to Publishing More Content”
- Keyword = tricks to publishing more content
- URL = /tricks-to-publishing-more-content/
- How to update? Change the title to “5 Tricks to Publishing More Content” and add more tricks.
The Best Trick of Them All: Our Silo Planning Workbook
Now that you know the four battle-tested tricks our Content Ninjas use to create high-quality, SEO-optimized content for our clients, you’re ready to uncover our best-kept secret…
The official Content Ninja Silo Planning Workbook
When you download your free workbook, you’ll get everything our team uses to create all the content you and your clients need. Inside the workbook you’ll find worksheets to help you create:
- 10 blog articles
- 2 conversion offers
- 30 social posts
- 16 emails