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015 — Simple Strategies for Organic Traffic Growth with AJ Saunders

In this episode, Christina interviewed AJ Saunders. AJ shares his story about how he helped optimize a blog from a low readership to a 400% percent readership with only a few tweaks to the content. He also shares valuable advice on how to affiliate market properly— so people are actually clicking the links and making a purchase. AJ closes with some tips to write better content faster.

Let’s look at how he did it.

Questions and Answers

00:30 Can you just briefly explain what affiliate marketing is and then like why blogging is important to affiliate marketing.

1:56 Now let's talk about like that blog where you increased organic traffic by 300 to 400%, like, what did you do to make that happen?
Like how long did that take?

10:28 Is there any type of affiliate marketing where it doesn't make sense to do blogging?

12:28 Why is organic traffic so important, like versus, I guess, paid or any other manner of traffic?

14:38 Does it make sense, you know, from what you just said with Google, to make your blog about a central theme and only talk about like affiliate products in that theme?

20:20 how do I even figure out what I should be writing?

42:41 How long do you think it takes, like if somebody is writing one article,how long should it take?

48:38 We've talked a lot about what, you know, some of the stuff in
your zone of expertise, but like who do you work with, what do you do, how can someone find you if they wanna work with you?

Links and Resources

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Read Full Transcript

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- Hey, busy business people.

00:00:02.100 --> 00:00:03.820
I am here today with another entrepreneur

00:00:03.820 --> 00:00:05.930
taking action, A.J. Saunders.

00:00:05.930 --> 00:00:10.090
He helped a blog grow their
organic traffic by 300 to 400%,

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and I'm getting the
scoop on how he did it.

00:00:12.108 --> 00:00:14.691
(upbeat music)

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So to kick things off,

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I know using content marketing
to grow affiliate income

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is a big part of what you do.

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Can you just briefly explain

00:00:30.330 --> 00:00:31.760
what affiliate marketing is

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and then like why blogging is important

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to affiliate marketing.

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- Sure, so how I do affiliate
marketing is I see it as,

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basically you're writing content

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around either products or people,

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and then you're monetizing
that either by running adverts,

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running plus able to buy certain products,

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or by getting them to
take certain actions.

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So for example, if you're
working with a software company

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and you get some money
every time somebody signs up

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for like a SaaS product
or they buy a product.

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So that's how I kind of
see affiliate marketing.

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So I try and think of it
as simply as possible,

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just because I think that's
the easiest way to do it,

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but yeah, you're essentially getting,

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your monetizing action,

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be able to take action in a way.

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And then content is really
important because I think

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in order to get people to take an action

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you have to build trust.

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I think the best way to
build trust is content.

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And I think

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with a lot of products, actually,

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you can find something unique
that you can talk about

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that instantly builds trust,
instantly builds credibility

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and pushes people to want
to take action by your link,

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which is the really important thing.

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- Okay, I love that.

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Now let's talk about like
that blog where you increased

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organic traffic by 300 to 400%, like,

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what did you do to make that happen?

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Like how long did that take?

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- So of course, that's one
of my consulting clients,

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so what I actually did with him is

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he actually had a pretty
good blog to begin with.

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He just wasn't really
targeting any keywords

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and he wasn't doing any
of the old page tricks

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that we all know.

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So he had really long kind
of essay-driven paragraphs,

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which nobody is really wants to read.

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He had very little subheadings,

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he had very little
internal or external links

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and he used very, very little media.

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So pretty much I think on
about 10, maybe 20, blogs,

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what we did is we worked through.

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I said, "Right, okay,

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take these massive lots of text

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and either break them up
into two or three lines

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and have them as your paragraphs,

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or break them up into smaller sections,

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then have two or three
lines per paragraph."

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And so you were actually
then, they're kind of helping

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the user actually get through the content.

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So that's one of the first things we did.

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The second thing that we
talked about is saying,

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"Can we rearrange the content

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so it answers the user's questions?"

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If you're talking about like
a book that you've read,

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that was amazing and it was life-changing,

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what questions are
people gonna want to know

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about that book when they read a review.

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So gonna want, how long's it
gonna take me to read the book?

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What are the big three or five takeaways?

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Where can I go to find
more about the author?

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Those kinds of questions
that are really easy

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to kind of think about and think up,

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but also we're saying
something like a book,

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you can then summarize each
kind of chapter, can't you,

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into a sentence or two, and
that could be really useful.

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Because if you can't get to the book

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or keep putting off getting
really into the book.

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I mean, we're all guilty
of that aren't we, right?

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- Mm-hmm.
- We've all got

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a pile of books, haven't we? (laughs)

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So you think, I'll get
through that some day.

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Having a resource summary

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actually can be really, really impactful

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in terms of converting traffic as well.

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- I like that strategy too,
like the answering questions.

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I think that's really,
really, really important.

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That's something a lot of
people tend to overlook.

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- Right, and then the other thing is that

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I look at trust on the page
and how Google must look at it.

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So I look at it and say, okay, right,

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have I taken, have I
taken such five resources

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that I've linked to that
kind of reinforce my points

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that are both on my site and off my sites?

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So if you're writing a book review,

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have you linked to say, the author,

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have you linked to where
you can get sale on Amazon?

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Have you linked to other reviews or what,

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say some of these produce like a really,

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really great video review,

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or maybe even a podcast with the author

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where they talk about the book?

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Those kind of resources
can be really great

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because it says entrepreneurial,

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but you may have a whole section of them.

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So you may be able to
link them in as actually,

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yeah, I've read this
after reading this book,

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which is really, really good, you know?

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Then you're creating kind of links

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between, you're creating more
of a mesh kind of relationship

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between different blog posts on your site

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that actually drives users
between different pages

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and different posts and
keeps them on your site,

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but also builds credibility
in terms of you look like

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you know what you're talking about

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because you're linking to
all these different places,

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but reinforce all central points.

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- And then you're showing
that you're actually reading

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a lot of these different
books and stuff too

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that you're not just
talking about one book,

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you're talking about,

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like a bunch of different
books on similar topics

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and kind of making yourself
a trusted resource.

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That makes a lot of sense.

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I don't think I've really
thought about that.

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In a lot of book reviews and stuff,

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they're typically just like,

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here's this book I read and
here's what I got out of it.

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And like, they're not really
about it from like, okay,

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if you're thinking about buying this book,

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or maybe considering if
you should buy this book,

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like what questions would you have?

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That's really important if
you're doing affiliate links.

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That's smart. (laughs)

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That's a really smart little takeaway.

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- Yeah.

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But it also works if you're reviewing

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like lawn mowers, right?

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- Mm-hmm.
- It's the same kind of thing.

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If you sit there and say, right,

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what makes this lawn mower
unique versus x-world's ads?

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And then you start to
kind of roll that out

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and you can then start to bring it in.

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So the reason I like
this more than say, X,

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is because X doesn't do this very well,

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Y does this very well,

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and it's gonna be really,
really helpful to the end-user.

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And also they create
relationships if you link

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out to other products on other sites.

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- And you could even talk about like,

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why you upgraded lawnmowers,
- Exactly.

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- or why you got a different lawnmower.

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- Exactly.

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- Especially if somebody is like,

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oh, I have that exact same one.

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And I have that exact same problem.

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This would make a lot of sense. (laughs)

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- Yeah, absolutely.

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- Oh man, that's like,

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that's a really smart little takeaway.

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It's like, I've been
doing content for 15 years

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and I don't think I have
literally thought about it

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like that when it comes to like,

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review-type posts specifically.

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I guess it's the difference
with affiliate marketing.

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I mean, like I just signed up
for my little affiliate thing

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with Amazon and just started like,

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maybe a couple months ago,

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maybe is when I did all that.

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We had somebody at ETA William Map,

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that was talking about
affiliate marketing.

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And he was like, "everything
has affiliate links."

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And I'm like, "no."

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And I went and looked at
every piece of software

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that I was already using, and it's like,

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I think probably 95% of
them had affiliate programs.

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And then Amazon's, everything has an,

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I'm telling people about
books all the time,

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and it's like, and their
affiliate program's weird.

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I thought it was like, well,

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only if people buy these books.

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I'm like, I'm not gonna
make any money on that.

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But it's like anything
they buy in like 24 hours,

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like I've gotten affiliate
revenue on toothpaste.

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I didn't review toothpaste.
- Exactly, exactly, exactly.

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- You know, it's crazy.
- And then the other

00:08:02.727 --> 00:08:04.500
little trick with Amazon,

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which I've just shared
between you and me, all right.

00:08:06.420 --> 00:08:08.474
Don't share this with anyone.

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(A.J. laughs)

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They also reward you monthly for bounties.

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If you get some of these
sites like Prime, or Audible,

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in the UK, it's three pounds.

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So I'm guessing that's like
maybe $3 or $5 in the U.S.,

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but you get that when they sign up.

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I think that's, even if
they just take a free trial,

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you still get that bounty,

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'cause Amazon have obviously
calculated the lifetime value

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simply on Audible or on Prime.

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It means that they could spend
ridiculous amounts of money

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on affiliates, right,
pay their affiliates.

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So actually that's what I'm
trying, my little secret,

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between us. (laughs)
- Hmm.

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That makes sense, 'cause I
mean like once you're on Prime

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there's no going back.

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I mean, you know.

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And people that like Audible
for audio books, I mean,

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it's like once they get into it,

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they either like listen
to one or two and hate it

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or they're addicted.

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And I've seen this trend here lately,

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even where people are recommending

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that you listen to
Audible at the same time

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that you're reading the actual book.

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So it's like buy both.

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And it's like, you know,

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I can see that because
that's how I learn best,

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is like, I read the captions on videos.

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- Right.

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- So it would make sense
to, you know, yeah,

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I would absorb better if I did
the same thing with a book,

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it just never occurred to me.

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- No, no.

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- So I was like, that's something.

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Well, that would be a neat
little takeaway right there,

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wouldn't it, when you do a book review?

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Make that recommendation to
say like, oh, by the way,

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you should also consider getting
the audio book on Audible

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and the actual. (laughs)
- Yeah, yeah, yeah.

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Exactly, exactly.

00:09:42.440 --> 00:09:44.300
- Bump up that affiliate
revenue a little bit.

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- Exactly, exactly. (laughs)

00:09:45.420 --> 00:09:46.790
- Yeah.

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I think like one of the
books I was reading,

00:09:48.390 --> 00:09:50.560
he actually makes that
recommendation at the beginning

00:09:50.560 --> 00:09:51.393
of the book.

00:09:51.393 --> 00:09:53.250
He's like, this is like an expert tip.

00:09:53.250 --> 00:09:55.200
He's like go grab the
audio book and listen to it

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while you're reading my book

00:09:56.180 --> 00:09:58.070
and you'll absorb it a lot better.

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And it's like...
- Yeah, yeah, magic.

00:10:00.553 --> 00:10:01.717
- Hmm, I normally hate audio books,

00:10:01.717 --> 00:10:03.760
'cause I can't absorb just listening.

00:10:03.760 --> 00:10:04.920
So I'm thinking I gonna try it.

00:10:04.920 --> 00:10:07.020
But yeah, that would be a
neat strategy on the reviews.

00:10:07.020 --> 00:10:08.670
So there's another little nugget,

00:10:09.520 --> 00:10:12.211
especially if they're doing
better with the audible things

00:10:12.211 --> 00:10:14.010
and you can be like, hey,
you need to sign up for Prime

00:10:14.010 --> 00:10:15.450
so you can have this book in two days

00:10:15.450 --> 00:10:18.565
and then you need to sign
up for Audible. (laughs)

00:10:18.565 --> 00:10:20.560
(A.J laughs)

00:10:20.560 --> 00:10:22.150
Oh man.

00:10:22.150 --> 00:10:24.470
So we've talked about a lot
of scenarios where blogging

00:10:24.470 --> 00:10:25.820
makes sense for affiliate marketing.

00:10:25.820 --> 00:10:27.550
Are there any where it wouldn't like,

00:10:27.550 --> 00:10:28.520
is there any type of affiliate marketing

00:10:28.520 --> 00:10:30.673
where it doesn't make
sense to do blogging?

00:10:31.840 --> 00:10:32.673
- Sure.

00:10:32.673 --> 00:10:35.050
I think if you're doing something
like, say you're running,

00:10:35.050 --> 00:10:36.253
like a sports website,

00:10:37.610 --> 00:10:39.673
people, you know, because it's so,

00:10:41.160 --> 00:10:44.181
so fast paced and so fast moving,

00:10:44.181 --> 00:10:45.020
you're not really gonna have time

00:10:45.020 --> 00:10:47.490
to really write any content about that.

00:10:47.490 --> 00:10:49.600
So for example, I follow tennis.

00:10:49.600 --> 00:10:51.820
I'm a massive tennis fan,

00:10:51.820 --> 00:10:54.363
and there's literally a
new tournament every day.

00:10:55.359 --> 00:10:57.810
And so people literally will finish.

00:10:57.810 --> 00:10:59.997
So someone that I follow, Simona Halep.

00:10:59.997 --> 00:11:03.490
So Simona Halep finished
the U.S. Open like Monday,

00:11:03.490 --> 00:11:05.400
flew back to, she's Romanian,

00:11:05.400 --> 00:11:08.970
and will probably be out
playing again next week, right?

00:11:08.970 --> 00:11:11.380
So by the time you've
written a content about that

00:11:13.130 --> 00:11:15.387
the whole space has moved on.

00:11:15.387 --> 00:11:17.802
And it's the same thing
with like American football.

00:11:17.802 --> 00:11:19.257
There's a new game
every week, isn't there?

00:11:19.257 --> 00:11:22.470
And I know you guys just
come into football season.

00:11:22.470 --> 00:11:25.123
And so things like that, there's just no,

00:11:27.254 --> 00:11:30.910
there may be value in
like being a curator,

00:11:30.910 --> 00:11:34.617
so being able to pull all of
this information into one spot

00:11:34.617 --> 00:11:37.200
and then surround it with
affiliate links, right?

00:11:37.200 --> 00:11:39.370
So then therefore you're not
actually writing any content

00:11:39.370 --> 00:11:42.270
you're just pulling in content
from other people's sites.

00:11:42.270 --> 00:11:44.270
But yeah, I think something like that.

00:11:44.270 --> 00:11:47.340
Another one would be
something like gambling.

00:11:47.340 --> 00:11:49.190
I follow one of the biggest gambling sites

00:11:49.190 --> 00:11:50.863
in the UK, gambling.com.

00:11:51.774 --> 00:11:54.470
I know they get a lot of their traffic

00:11:54.470 --> 00:11:58.640
literally by just having
really well reviews.

00:11:58.640 --> 00:12:00.810
They don't have a lot
of content on their site

00:12:00.810 --> 00:12:03.610
other than that, they have
a lot of mock insights

00:12:03.610 --> 00:12:05.910
into where the market's going,

00:12:05.910 --> 00:12:07.910
but I doubt people will read their blog,

00:12:08.988 --> 00:12:10.788
unless your a hardcore gambling fan.

00:12:12.748 --> 00:12:14.500
- That makes a lot of sense, yeah.

00:12:14.500 --> 00:12:16.870
So like fast moving industries
or something like that,

00:12:16.870 --> 00:12:17.990
where it'd be really hard to,

00:12:17.990 --> 00:12:20.280
and there's other ways to drive traffic

00:12:20.280 --> 00:12:21.950
without having to produce
a bunch of content.

00:12:21.950 --> 00:12:22.913
That makes sense.

00:12:23.982 --> 00:12:25.790
So kind of along that same vein,

00:12:25.790 --> 00:12:28.600
like why is organic traffic so important,

00:12:28.600 --> 00:12:33.040
like versus, I guess, paid or
any other manner of traffic?

00:12:33.040 --> 00:12:35.050
- Yeah, so to me,

00:12:35.050 --> 00:12:36.371
organic is really, really important

00:12:36.371 --> 00:12:39.804
because you may not make enough money,

00:12:39.804 --> 00:12:41.190
or you may not have enough trust

00:12:41.190 --> 00:12:43.403
to convert well enough at the beginning.

00:12:44.500 --> 00:12:46.635
So you want to be getting organic traffic,

00:12:46.635 --> 00:12:47.630
because if you're paying for traffic

00:12:47.630 --> 00:12:51.200
the numbers may not stack up correctly.

00:12:51.200 --> 00:12:53.600
And therefore, if the
aim is to make money,

00:12:53.600 --> 00:12:56.043
which hopefully it is, (laughs) right?

00:12:57.910 --> 00:12:59.450
You need to be working hard on organic.

00:12:59.450 --> 00:13:01.718
But I think there's lots
of things that you can do

00:13:01.718 --> 00:13:04.590
and also bring in lots of
good, strong organic traffic,

00:13:04.590 --> 00:13:07.650
like answering questions,
thinking of web users

00:13:07.650 --> 00:13:10.900
in the buying cycle, and great content

00:13:10.900 --> 00:13:12.763
around each step in the buying cycle,

00:13:13.609 --> 00:13:16.730
and encouraging them to
go on to the next step,

00:13:16.730 --> 00:13:19.083
next step, next step, and
then finally buy the item.

00:13:20.720 --> 00:13:25.720
I think all of that kind of
builds a depth to your content.

00:13:26.984 --> 00:13:29.190
And it builds a depth that
Google then starts to realize

00:13:29.190 --> 00:13:31.733
that you're an authority on whatever.

00:13:31.733 --> 00:13:34.560
So you're an authority on gardening,

00:13:34.560 --> 00:13:36.100
just, don't know why I said gardening,

00:13:36.100 --> 00:13:38.290
but let's talk about gardening, right?

00:13:38.290 --> 00:13:39.891
I think, you know,
(Christina laughs)

00:13:39.891 --> 00:13:42.580
if you have all those pieces
of content about gardening

00:13:43.820 --> 00:13:47.303
you then really restart to get
lots of organic traffic and

00:13:49.010 --> 00:13:50.550
you'll see your site ranking
for lots of key terms

00:13:50.550 --> 00:13:52.460
that you maybe not have targeted,

00:13:52.460 --> 00:13:54.460
but Google things that
is relevant to show you

00:13:54.460 --> 00:13:55.783
for the key terms,

00:13:55.783 --> 00:13:58.900
and therefore you start to
see traffic kinda creep up.

00:13:58.900 --> 00:14:00.410
And that can be really, really exciting.

00:14:00.410 --> 00:14:04.640
That can also create other
problems where you see

00:14:04.640 --> 00:14:05.650
I really hope bounce rate

00:14:05.650 --> 00:14:07.609
and at that point you
go, right, okay actually,

00:14:07.609 --> 00:14:08.442
that's a really great keyword

00:14:08.442 --> 00:14:09.721
that I can write a piece about.

00:14:09.721 --> 00:14:10.950
I hadn't thought about that keyword.

00:14:10.950 --> 00:14:13.710
And it's still giving you
love for no reason at all,

00:14:13.710 --> 00:14:18.248
other than kind of understands
where you're going.

00:14:18.248 --> 00:14:19.570
And then you'll write a piece
that matches the user intent,

00:14:19.570 --> 00:14:23.250
and thus you can reduce the
bounce rate even further,

00:14:23.250 --> 00:14:24.330
maybe even getting a high position

00:14:24.330 --> 00:14:25.903
by writing a new case content.

00:14:26.917 --> 00:14:28.860
- And that brings up
another good point too.

00:14:28.860 --> 00:14:30.250
So it's like, I know a lot of people,

00:14:30.250 --> 00:14:31.580
when they get into affiliate marketing

00:14:31.580 --> 00:14:33.390
they just kind of go sign up
for everything that they can

00:14:33.390 --> 00:14:34.790
sign up for,

00:14:34.790 --> 00:14:37.000
and they don't really
have a central theme.

00:14:37.000 --> 00:14:38.450
Like, does it make sense, you know,

00:14:38.450 --> 00:14:39.690
from what you just said with Google,

00:14:39.690 --> 00:14:42.820
to make your blog about a
central theme and only talk about

00:14:42.820 --> 00:14:44.743
like affiliate products in that theme?

00:14:45.660 --> 00:14:48.020
- So, I'm currently pivoting.

00:14:48.020 --> 00:14:50.170
So I currently, one of my websites

00:14:50.170 --> 00:14:52.860
is a really, really broad topic.

00:14:52.860 --> 00:14:56.520
I'm currently pivoting
to literally two topics.

00:14:56.520 --> 00:14:58.350
So I'm going from lots, and lots, and lots

00:14:58.350 --> 00:14:59.423
to very, very little.

00:15:00.840 --> 00:15:02.793
And you know,

00:15:03.780 --> 00:15:05.970
I've sold loads of, so
it's household products

00:15:05.970 --> 00:15:07.154
I'd be selling, right?

00:15:07.154 --> 00:15:08.994
So I've been selling lots
of lots of house products

00:15:08.994 --> 00:15:10.480
and it's been really, really great,

00:15:10.480 --> 00:15:13.250
but I feel I haven't kind
of been able to dominate

00:15:13.250 --> 00:15:17.280
an area and build real authority
in one area or two areas.

00:15:17.280 --> 00:15:21.710
And so I've gone back and we
talked a couple of weeks ago

00:15:21.710 --> 00:15:25.910
about building out kind of
pillars and content structures

00:15:25.910 --> 00:15:28.560
that way, which is really,
really interesting.

00:15:28.560 --> 00:15:29.393
And so, yeah,

00:15:29.393 --> 00:15:30.724
so that's what I'm currently working on

00:15:30.724 --> 00:15:33.970
is pivoting to dominate one or two things.

00:15:33.970 --> 00:15:36.240
I think the other thing is I've
been spending a lot of time

00:15:36.240 --> 00:15:39.130
this year with people trying
to get big on YouTube.

00:15:39.130 --> 00:15:41.490
And the name that keeps
popping up is Peter McKinnon,

00:15:41.490 --> 00:15:43.290
who's a photographer.

00:15:43.290 --> 00:15:46.564
I don't know who he is, but
apparently he's amazing.

00:15:46.564 --> 00:15:48.464
(Christina laughs)
But yeah (laughs).

00:15:50.290 --> 00:15:52.340
But what he started doing
like five years ago,

00:15:52.340 --> 00:15:55.190
is building out content
around how to take photos

00:15:56.200 --> 00:15:57.570
or how to edit photos.

00:15:57.570 --> 00:15:58.473
Now if be type on YouTube,

00:15:58.473 --> 00:16:00.740
like how to edit photos or, you know,

00:16:00.740 --> 00:16:02.240
tips to take better photos,

00:16:02.240 --> 00:16:03.550
he's that first guy.

00:16:03.550 --> 00:16:06.330
You see you can't escape him.

00:16:06.330 --> 00:16:10.280
You know, if you're looking,
on YouTube for photos,

00:16:10.280 --> 00:16:12.410
he's gonna be the top for everything.

00:16:13.364 --> 00:16:15.340
And, you know, he's now
built with, I think,

00:16:15.340 --> 00:16:17.563
with big camera manufacturers.

00:16:19.124 --> 00:16:19.957
And he's selling, I think,

00:16:19.957 --> 00:16:22.690
a million or two, yeah,

00:16:22.690 --> 00:16:25.997
millions of dollars a year
of like filters for Instagram

00:16:25.997 --> 00:16:28.350
and TikTok and those kind of things.

00:16:28.350 --> 00:16:29.500
So he's done really, really well

00:16:29.500 --> 00:16:31.563
by literally just dominating his area.

00:16:32.620 --> 00:16:34.513
- Yep.
- So yeah.

00:16:35.890 --> 00:16:37.520
- Yeah, I know that's
one of the strategies,

00:16:37.520 --> 00:16:39.443
I talk about a lot too,
when it comes to content.

00:16:39.443 --> 00:16:42.580
It's like pick your like three
to five core topic areas,

00:16:42.580 --> 00:16:44.370
- Exactly.
- and then write at least

00:16:44.370 --> 00:16:47.030
20 to 30 pieces of content
in that topic area.

00:16:47.030 --> 00:16:49.970
But it can be broad enough
that you end up with hundreds

00:16:49.970 --> 00:16:52.070
inside of that one topic, you know,

00:16:52.070 --> 00:16:54.613
but you just become
such an authority on it.

00:16:55.640 --> 00:16:58.940
And I know like the
resource cluster method

00:16:58.940 --> 00:17:01.660
that I teach a lot just
makes a lot more sense,

00:17:01.660 --> 00:17:03.030
versus like, the traditional.

00:17:03.030 --> 00:17:04.110
It is a type of pillar page.

00:17:04.110 --> 00:17:06.543
I think that's one thing a
lot of people don't realize,

00:17:06.543 --> 00:17:09.260
is that there are multiple
types of pillar pages.

00:17:09.260 --> 00:17:11.710
There's the traditional, like 10X pillar

00:17:11.710 --> 00:17:15.310
that everybody's heard of where
it's like a ton of content,

00:17:15.310 --> 00:17:16.450
but there's also resource pillars,

00:17:16.450 --> 00:17:19.620
which are just links to
resources on that topic.

00:17:19.620 --> 00:17:21.709
Some of those resources
could be blog articles,

00:17:21.709 --> 00:17:23.940
they could be podcast
episodes, they could be videos,

00:17:23.940 --> 00:17:25.320
they could be product links.

00:17:25.320 --> 00:17:27.290
They could be whatever you want 'em to be.

00:17:27.290 --> 00:17:29.120
But you make one page,

00:17:29.120 --> 00:17:32.280
it's like the repository of
how you get to the things

00:17:32.280 --> 00:17:35.741
that matter on this
topic, and do it that way,

00:17:35.741 --> 00:17:36.950
and it's so much easier to put together

00:17:36.950 --> 00:17:38.910
and you get all the benefit

00:17:38.910 --> 00:17:40.570
of writing those big 10X pillars

00:17:40.570 --> 00:17:43.790
without having to write
a 10,000 word pillar

00:17:43.790 --> 00:17:47.200
that you have to maintain,
you know, like that's.

00:17:47.200 --> 00:17:48.840
So there's just, there's
lots of different ways

00:17:48.840 --> 00:17:49.673
to go about that.

00:17:49.673 --> 00:17:51.810
But yeah, I think it's really important

00:17:51.810 --> 00:17:52.910
to kind of get clear on something.

00:17:52.910 --> 00:17:54.860
I think, especially when it
comes to affiliate marketing,

00:17:54.860 --> 00:17:56.570
'cause you're not necessarily writing

00:17:56.570 --> 00:17:57.673
from a business perspective, right?

00:17:57.673 --> 00:17:59.060
Like if you have a business,

00:17:59.060 --> 00:18:02.360
you have like your niche in the
world that you specialize in

00:18:02.360 --> 00:18:03.193
- Exactly, exactly, yeah.

00:18:03.193 --> 00:18:04.160
- and you're approaching it that way.

00:18:04.160 --> 00:18:06.044
But when it's affiliate like,

00:18:06.044 --> 00:18:07.383
you know, oh, I'm gonna
gather all the links

00:18:07.383 --> 00:18:08.450
and I'm gonna build one website,

00:18:08.450 --> 00:18:10.730
I'm gonna talk about everything. (laughs)

00:18:10.730 --> 00:18:12.990
- Yeah, yeah, yeah, yeah,
yeah, yeah, absolutely.

00:18:12.990 --> 00:18:14.133
And I think,

00:18:16.170 --> 00:18:18.510
yeah, I wholeheartedly agree.

00:18:18.510 --> 00:18:21.360
I think it's much better
to pick some topics

00:18:21.360 --> 00:18:22.280
that you're already passionate about

00:18:22.280 --> 00:18:23.520
rather than trying to be broad

00:18:23.520 --> 00:18:25.120
and trying to answer everything.

00:18:26.080 --> 00:18:26.913
Because I think you're passionate about-

00:18:26.913 --> 00:18:28.051
- And I think that's something too,

00:18:28.051 --> 00:18:30.095
you know, not just what,
if you're talking about

00:18:30.095 --> 00:18:30.928
what you're passionate about,

00:18:30.928 --> 00:18:32.703
I think you still have to
be careful though, right?

00:18:32.703 --> 00:18:33.536
'Cause it's like,

00:18:33.536 --> 00:18:34.413
I'm passionate about a lot of things.

00:18:34.413 --> 00:18:36.400
I like crafting stuff,
like Halloween decorations,

00:18:36.400 --> 00:18:39.670
I like books, I like cooking recipes.

00:18:39.670 --> 00:18:41.475
And I think I've seen a lot
of like affiliate websites

00:18:41.475 --> 00:18:44.250
that are like that, where
it's just chaos, you know?

00:18:44.250 --> 00:18:46.821
It's like, here's everything that I like,

00:18:46.821 --> 00:18:48.540
(A.J. laughs)
but my little ADD self

00:18:48.540 --> 00:18:51.765
is like, got a new hobby every two months.

00:18:51.765 --> 00:18:52.598
- (laughs) Yeah.

00:18:52.598 --> 00:18:53.630
- So it's like, I'm never gonna be,

00:18:53.630 --> 00:18:56.510
like if I wrote a blog like that,

00:18:56.510 --> 00:18:59.152
it's never going to rank well,

00:18:59.152 --> 00:19:01.100
you know, it's never gonna be. (laughs)

00:19:01.100 --> 00:19:02.155
- Yeah, yeah.

00:19:02.155 --> 00:19:04.580
And that's why I think a
lot of these mommy bloggers

00:19:04.580 --> 00:19:06.803
kind of, they have, they
have the right intent,

00:19:06.803 --> 00:19:08.530
they have the right passion,

00:19:08.530 --> 00:19:10.910
it's just misdirected, right?

00:19:10.910 --> 00:19:13.143
You know, they,

00:19:14.420 --> 00:19:16.010
I guess at the end of the
day, seeing somebody sit down

00:19:16.010 --> 00:19:18.598
and say, right, just
pick three or four things

00:19:18.598 --> 00:19:20.325
you can actually have an impact in.

00:19:20.325 --> 00:19:21.200
And that's one of the things I've realized

00:19:21.200 --> 00:19:23.620
and that's one reason I'm pivoting,

00:19:23.620 --> 00:19:26.598
as I realize I'm not
passionate about certain topics

00:19:26.598 --> 00:19:27.431
and there are better resources out there

00:19:27.431 --> 00:19:28.973
that I can never outrank.

00:19:30.211 --> 00:19:32.240
And so even though the
payoff may be, you know,

00:19:32.240 --> 00:19:35.513
exponentially bigger than
what I'm pivoting to,

00:19:36.860 --> 00:19:39.880
I'm only ever gonna be
a tiny, tiny goldfish

00:19:39.880 --> 00:19:42.435
in a massive ocean, right?

00:19:42.435 --> 00:19:45.120
And so I'm never gonna
get to a critical mass

00:19:45.120 --> 00:19:47.570
where I'm actually living on an island,

00:19:47.570 --> 00:19:49.760
smoking cigars, and drinking grog.

00:19:49.760 --> 00:19:52.693
(Christina laughs)
- Right? (laughs)

00:19:54.180 --> 00:19:56.270
- And that's the dream, isn't it?

00:19:56.270 --> 00:19:59.150
Work less, make more, or not work at all

00:19:59.150 --> 00:20:01.608
and still make more. (laughs)
- (laughs) Well, exactly.

00:20:01.608 --> 00:20:04.170
(Christina laughs)

00:20:04.170 --> 00:20:05.790
Oh man, so we've talked about,

00:20:05.790 --> 00:20:07.930
you have to put out like
a whole lot of content

00:20:07.930 --> 00:20:09.220
and I know there's some questions,

00:20:09.220 --> 00:20:11.260
anytime I talk to anybody about
content, that they all have,

00:20:11.260 --> 00:20:12.560
so let's pick your brain on those.

00:20:12.560 --> 00:20:13.650
- Go for it.

00:20:13.650 --> 00:20:16.970
- I know one of the big ones
is what do I write about?

00:20:16.970 --> 00:20:18.240
You know, we hear that one a lot.

00:20:18.240 --> 00:20:20.700
Like how do I even figure
out what I should be writing?

00:20:20.700 --> 00:20:22.700
Like, what's some tips?

00:20:22.700 --> 00:20:23.717
- Sure.

00:20:23.717 --> 00:20:27.533
So after you've identified
like four or five big topics,

00:20:28.483 --> 00:20:30.540
I then say, right, okay,

00:20:30.540 --> 00:20:31.803
think about what,

00:20:34.140 --> 00:20:35.490
think about how it breaks down.

00:20:35.490 --> 00:20:38.413
So if you take something
like cars, for example,

00:20:42.070 --> 00:20:43.590
you're basically, on
the top is cars, right?

00:20:43.590 --> 00:20:45.260
At the top of the pyramid is cars.

00:20:45.260 --> 00:20:47.910
And then your next level down is probably

00:20:47.910 --> 00:20:49.590
what that people have
associations with cars.

00:20:49.590 --> 00:20:50.423
And the first thing people think of

00:20:50.423 --> 00:20:53.370
with cars is brand, right?

00:20:53.370 --> 00:20:56.280
So then you build out pages
about different car brands

00:20:56.280 --> 00:20:58.950
and maybe so you could do
a page of each car brand.

00:20:58.950 --> 00:21:02.090
You could do X versus Y,
Y versus X, X verses Z,

00:21:02.090 --> 00:21:02.923
those kinda things.

00:21:02.923 --> 00:21:07.923
So Ford versus Lincoln, GMC
versus Bentley, whatever, right?

00:21:08.529 --> 00:21:09.362
- Mm-hmm.

00:21:09.362 --> 00:21:10.960
- That's an unfair comparison, but anyway.

00:21:13.041 --> 00:21:16.200
And then kind of next rung down
is you then can think about,

00:21:16.200 --> 00:21:18.640
okay, so what are the
typical characteristics

00:21:18.640 --> 00:21:20.780
people buy cars for?

00:21:20.780 --> 00:21:24.740
So somebody might buy a
Bentley, what I want to buy,

00:21:24.740 --> 00:21:27.130
because they're, you
know, they're stylish,

00:21:27.130 --> 00:21:28.110
they're well dressed,

00:21:28.110 --> 00:21:30.614
I'm not swearing myself
of course, but anyway.

00:21:30.614 --> 00:21:33.770
(both laughing)

00:21:33.770 --> 00:21:36.108
But it's probably like
the worst family car

00:21:36.108 --> 00:21:36.941
you could ever have.

00:21:36.941 --> 00:21:39.180
So, you know, understand those
different characteristics,

00:21:39.180 --> 00:21:42.070
then bridging a content around, you know,

00:21:42.070 --> 00:21:43.330
what is the best car?

00:21:43.330 --> 00:21:46.030
You know, your fashion conscious
or your style conscious.

00:21:46.030 --> 00:21:48.810
What is best, you know, city car?

00:21:48.810 --> 00:21:50.600
So for me, like driving a Bentley,

00:21:50.600 --> 00:21:52.620
I live in a big city here in the U.K.,

00:21:52.620 --> 00:21:54.300
is a nightmare 'cause the traffic

00:21:54.300 --> 00:21:56.143
is slower than walking, right?

00:21:57.410 --> 00:21:59.020
Whereas driving something like a Fiat 500,

00:21:59.020 --> 00:22:00.660
which is a little kind of,

00:22:00.660 --> 00:22:05.400
you'd probably call it compact,
compact, right? (laughs)

00:22:05.400 --> 00:22:08.110
The Fiat 500 is like the perfect city car,

00:22:08.110 --> 00:22:11.238
because it sits like literally
two people scrunched up.

00:22:11.238 --> 00:22:13.410
And 'cause it's so small
you can wiz it out.

00:22:13.410 --> 00:22:15.827
But again, it is imperfect for say,

00:22:16.789 --> 00:22:17.660
moving lots of big things.

00:22:17.660 --> 00:22:22.510
You may want to go for like
a Ford truck or, you know,

00:22:22.510 --> 00:22:23.980
a Lincoln.

00:22:23.980 --> 00:22:26.395
Whereas if you gonna be
doing a lot of off-roading

00:22:26.395 --> 00:22:30.580
you may want to get like a Land
Rover, or et cetera, right?

00:22:30.580 --> 00:22:33.030
And so to me, you know, yeah.

00:22:33.030 --> 00:22:37.190
So brands that understanding
the different characteristics,

00:22:37.190 --> 00:22:38.652
'cause people don't buy,

00:22:38.652 --> 00:22:42.513
color to me is secondary
kind of function, right?

00:22:43.560 --> 00:22:44.990
So people aren't gonna buy a car

00:22:44.990 --> 00:22:47.150
because they see, you know, well,

00:22:47.150 --> 00:22:49.150
a very, very tiny percentage of people

00:22:49.150 --> 00:22:50.157
will buy a car based on the color.

00:22:50.157 --> 00:22:52.188
(Christina laughs)

00:22:52.188 --> 00:22:53.271
Right?
- Yeah.

00:22:55.179 --> 00:22:58.730
- And so, guessing with you,
you've got a blue car. (laughs)

00:22:58.730 --> 00:23:00.463
- No, I've got a white one.
- You haven't, okay.

00:23:00.463 --> 00:23:03.040
- Mine didn't come in blue.

00:23:03.040 --> 00:23:04.988
- I know. (laughs)

00:23:04.988 --> 00:23:07.733
Well that proves my point, doesn't it?

00:23:07.733 --> 00:23:10.140
- Yep, that's like my frugal self

00:23:10.140 --> 00:23:12.520
just can't bring myself
to go get it repainted.

00:23:12.520 --> 00:23:14.150
It crossed my mind.

00:23:14.150 --> 00:23:15.550
I was like, you know,

00:23:15.550 --> 00:23:17.850
there's literally no reason to,

00:23:17.850 --> 00:23:20.170
other than I want to. (laughs)

00:23:20.170 --> 00:23:22.433
- Yeah, well, you can get it wrapped.

00:23:23.393 --> 00:23:24.767
And I think it only costs-
- I thought about it.

00:23:24.767 --> 00:23:26.354
(A.J. laughs)
It has crossed my mind.

00:23:26.354 --> 00:23:27.984
It really has.

00:23:27.984 --> 00:23:29.557
(A.J. laughs)

00:23:29.557 --> 00:23:31.231
- I have to say now,

00:23:31.231 --> 00:23:32.740
to encourage you to be brave

00:23:32.740 --> 00:23:34.778
and do something stupid
for a change. (laughs)

00:23:34.778 --> 00:23:37.028
(Christina laughs)
- Go get the car wrapped.

00:23:38.532 --> 00:23:39.365
- Yep.
- So yeah,

00:23:39.365 --> 00:23:42.880
So you know, it's really thinking

00:23:42.880 --> 00:23:43.910
of putting your shoes in your market

00:23:43.910 --> 00:23:47.150
and trying to kind of figure
out what people are asking.

00:23:47.150 --> 00:23:50.190
So that's one way of doing it.

00:23:50.190 --> 00:23:51.860
The other way of doing it
is if you have customers,

00:23:51.860 --> 00:23:53.660
if you run like an offline business,

00:23:54.550 --> 00:23:58.580
literally over the course of
the next month or two months,

00:23:58.580 --> 00:24:01.770
noticing that every time somebody
says, oh, I wish I had X,

00:24:01.770 --> 00:24:04.220
or how does Y work?

00:24:04.220 --> 00:24:06.590
Because actually your
customers are giving you

00:24:06.590 --> 00:24:09.880
the way to build authority
and to build trust with them

00:24:09.880 --> 00:24:13.130
because they clearly can't find
an answer to their question,

00:24:13.130 --> 00:24:15.830
or the answer is too hard to find.

00:24:15.830 --> 00:24:16.970
And what the great thing about that is

00:24:16.970 --> 00:24:19.210
'cause they're asking
you in question form.

00:24:19.210 --> 00:24:20.830
Ranking for questions on Google

00:24:20.830 --> 00:24:24.680
is far, far easier to try and
rank for the head key term,

00:24:24.680 --> 00:24:27.753
which is a word or two, right?

00:24:28.707 --> 00:24:30.470
And that long term traffic
is going to be far,

00:24:30.470 --> 00:24:31.810
far more productive for your business

00:24:31.810 --> 00:24:33.333
because it's gonna convert better.

00:24:33.333 --> 00:24:35.870
Because if somebody comes in and says,

00:24:35.870 --> 00:24:39.790
why won't my Ford start
in the morning, right?

00:24:39.790 --> 00:24:43.898
And you give them 10
ways why it won't start

00:24:43.898 --> 00:24:44.839
and what to do about it.

00:24:44.839 --> 00:24:46.397
And then at the bottom you have, you know,

00:24:46.397 --> 00:24:48.793
if you have minute, call us now.

00:24:49.840 --> 00:24:50.790
You are far more authoritative

00:24:50.790 --> 00:24:52.990
than the person who
said, well we fix Fords.

00:24:54.300 --> 00:24:55.181
- Yep.

00:24:55.181 --> 00:24:57.267
- 'Cause lots of people are
just doing, we fix Fords,

00:24:57.267 --> 00:24:59.153
you know, that's fantastic, isn't it,

00:24:59.153 --> 00:25:01.703
and not trying to educate
and help their customers.

00:25:03.300 --> 00:25:04.730
- Yeah, I know answering questions,

00:25:04.730 --> 00:25:06.452
It's like so powerful.

00:25:06.452 --> 00:25:08.010
That's usually what I tell people do,

00:25:08.010 --> 00:25:09.610
just think about
questions people would ask

00:25:09.610 --> 00:25:12.200
or like go online and look.

00:25:12.200 --> 00:25:14.180
Go look at like, I know
Quora is a good one.

00:25:14.180 --> 00:25:17.648
I'm probably murdering how
you say that one, Quora.

00:25:17.648 --> 00:25:19.502
- Quora, I don't know.
- Something.

00:25:19.502 --> 00:25:20.640
- I think it's Quora, yeah.

00:25:20.640 --> 00:25:22.630
- Yeah, it's like a lot of people go there

00:25:22.630 --> 00:25:23.520
and ask questions.

00:25:23.520 --> 00:25:27.520
You can find questions on
Reddit, Facebook groups,

00:25:27.520 --> 00:25:29.936
where your audience is hanging out.

00:25:29.936 --> 00:25:31.940
- If you're selling to customers,

00:25:31.940 --> 00:25:32.930
you can always go on to Amazon

00:25:32.930 --> 00:25:36.780
and see what questions people
have in your general category.

00:25:36.780 --> 00:25:40.710
So they may not be saying your
particular type of products,

00:25:40.710 --> 00:25:44.810
but I'd assume that they
are saying something

00:25:44.810 --> 00:25:45.643
very, very similar

00:25:45.643 --> 00:25:47.310
and people are asking
questions about that,

00:25:47.310 --> 00:25:48.940
and you can use that
question in the contents.

00:25:48.940 --> 00:25:50.060
- Yeah, never thought about that.

00:25:50.060 --> 00:25:51.410
But yeah, most Amazon products,

00:25:51.410 --> 00:25:52.630
they have like a question
and answer section.

00:25:52.630 --> 00:25:53.970
- Absolutely, absolutely.

00:25:53.970 --> 00:25:57.420
- Or even in the reviews,
sometimes people say like, hey,

00:25:57.420 --> 00:25:59.070
I didn't know it did this.

00:25:59.070 --> 00:26:01.630
Or, you know, like that
would all be good things.

00:26:01.630 --> 00:26:02.610
I didn't think about that.

00:26:02.610 --> 00:26:04.640
That's smart, especially
for affiliate stuff.

00:26:04.640 --> 00:26:07.150
- Yeah, and then one final little tip

00:26:07.150 --> 00:26:10.350
that I can't, I have to give
credit to our mutual friend,

00:26:10.350 --> 00:26:12.993
the other Christina, (laughs)

00:26:13.840 --> 00:26:16.570
she said to me, this actually
hit me like a ton of bricks.

00:26:16.570 --> 00:26:18.020
And I was like, this is very smart.

00:26:18.020 --> 00:26:20.440
She said, you know, "What
happens when you have

00:26:20.440 --> 00:26:22.507
search in a site, can
you see those results?"

00:26:22.507 --> 00:26:24.610
And I was like, "doh!"

00:26:24.610 --> 00:26:27.243
'Cause you know, it's the
most obvious thing, isn't it?

00:26:27.243 --> 00:26:28.076
- Mm-hmm.

00:26:28.076 --> 00:26:30.660
- If your users are searching
on your site for content

00:26:30.660 --> 00:26:31.813
and it's not there,

00:26:33.530 --> 00:26:35.725
that's the best place to start.

00:26:35.725 --> 00:26:37.710
- Yeah, oh I hadn't even
thought about that, but yeah,

00:26:37.710 --> 00:26:38.790
you can see it.

00:26:38.790 --> 00:26:40.620
'Cause like I know, especially WordPress,

00:26:40.620 --> 00:26:43.730
like it'll show you like
the question mark, s equals,

00:26:43.730 --> 00:26:45.570
and you can see that in the URLs.

00:26:45.570 --> 00:26:46.980
- Yeah, exactly.

00:26:46.980 --> 00:26:48.210
- Oh, I hadn't thought, oh,

00:26:48.210 --> 00:26:49.630
now I'm gonna have to go look at mine.

00:26:49.630 --> 00:26:51.247
I hadn't thought about that.

00:26:51.247 --> 00:26:52.080
(both laughing)

00:26:52.080 --> 00:26:53.297
- Well blame Christina.

00:26:54.633 --> 00:26:57.086
- You're not supposed to
give me homework on these.

00:26:57.086 --> 00:26:58.760
(both laughing)

00:26:58.760 --> 00:27:00.750
We're giving our audience homework.

00:27:00.750 --> 00:27:01.960
- I know, I know, I know.

00:27:01.960 --> 00:27:04.552
But yeah. (laughs)

00:27:04.552 --> 00:27:08.120
Again, yeah, 'cause Christine
is such a great marketer,

00:27:08.120 --> 00:27:08.953
you know?

00:27:08.953 --> 00:27:11.640
- Oh yeah, she is inspiring.

00:27:11.640 --> 00:27:12.473
I was just talking

00:27:12.473 --> 00:27:13.306
- She is incredible.
- to her yesterday again.

00:27:13.306 --> 00:27:14.150
(Christina laughs)
- Absolutely incredible,

00:27:14.150 --> 00:27:15.766
yeah, yeah.

00:27:15.766 --> 00:27:20.360
Again I said, I was like, why
didn't I think of that, right?

00:27:20.360 --> 00:27:21.860
I felt so stupid.

00:27:21.860 --> 00:27:24.260
I'll go sit in the corner
with the other idiots.

00:27:25.560 --> 00:27:27.420
- Yeah I hadn't even thought about that.

00:27:27.420 --> 00:27:29.190
Like I've never thought about that.

00:27:29.190 --> 00:27:31.120
I've literally been doing
content for 15 years.

00:27:31.120 --> 00:27:33.370
That has never crossed my mind.

00:27:33.370 --> 00:27:36.090
Dude...
(both laughing)

00:27:37.112 --> 00:27:37.945
- Here we go.
- Yeah.

00:27:37.945 --> 00:27:39.860
I know what I'm doing
when this call is over.

00:27:39.860 --> 00:27:41.690
- Right, exactly.

00:27:41.690 --> 00:27:42.990
- Man, that's crazy.

00:27:42.990 --> 00:27:44.940
Okay so yeah, that's a really good tip

00:27:44.940 --> 00:27:46.650
that I bet a lot of people
haven't thought about,

00:27:46.650 --> 00:27:49.250
and you can see that in
your analytics and stuff,

00:27:49.250 --> 00:27:50.650
because you can see the
pages that they're going for.

00:27:50.650 --> 00:27:52.660
It might not be super obvious

00:27:52.660 --> 00:27:53.930
if you don't know what you're looking for,

00:27:53.930 --> 00:27:55.330
but I know, like I said, WordPress,

00:27:55.330 --> 00:27:57.290
it's like S equals, and then it'll show

00:27:57.290 --> 00:27:58.630
the search query in the URL.

00:27:58.630 --> 00:28:00.590
- So yeah.
- Yeah, yeah, yeah.

00:28:00.590 --> 00:28:02.293
- Dude, that's crazy, okay so yeah.

00:28:02.293 --> 00:28:03.740
(A.J laughs)

00:28:03.740 --> 00:28:05.670
I know another question
I get from people a lot

00:28:05.670 --> 00:28:08.290
is like how many articles
should I be writing

00:28:08.290 --> 00:28:09.420
every week, every month?

00:28:09.420 --> 00:28:10.880
Like, that's a really common one.

00:28:10.880 --> 00:28:13.350
I think everybody expects us to say like,

00:28:13.350 --> 00:28:14.710
oh, you can do one a month,

00:28:14.710 --> 00:28:16.890
and you'll get where you wanna go.

00:28:16.890 --> 00:28:19.330
But like, what's your take on that?

00:28:19.330 --> 00:28:22.750
- Sure, so I'm a massive fan

00:28:22.750 --> 00:28:25.600
of trying to pump out as much as possible.

00:28:25.600 --> 00:28:27.364
So main work at the moment

00:28:27.364 --> 00:28:29.090
I'm doing four posts a week

00:28:29.090 --> 00:28:30.883
and lots of people think
that's really scary,

00:28:30.883 --> 00:28:34.320
that really, really quickly
I'm gonna run out of ideas.

00:28:34.320 --> 00:28:37.103
But I think if your current products

00:28:37.103 --> 00:28:39.571
that have so many questions
that you can answer,

00:28:39.571 --> 00:28:41.920
either, it was just a short seven,

00:28:41.920 --> 00:28:44.113
800 word blog post, right,

00:28:44.980 --> 00:28:47.050
you can still crank one
or two them out a day

00:28:47.050 --> 00:28:50.450
and therefore you're then getting
further ahead of yourself.

00:28:50.450 --> 00:28:54.380
So I do think we've got to the point

00:28:54.380 --> 00:28:56.912
where Google wants to use more authority

00:28:56.912 --> 00:28:59.820
before it starts to
recognize that you exist.

00:28:59.820 --> 00:29:01.120
I think the best way to build authority,

00:29:01.120 --> 00:29:03.620
and we have talked about this before,

00:29:03.620 --> 00:29:05.560
is just making sure that
you have enough content

00:29:05.560 --> 00:29:07.220
on your site that it also,

00:29:07.220 --> 00:29:09.480
it's not just, it's not
just length content,

00:29:09.480 --> 00:29:11.420
it's depth of content.

00:29:11.420 --> 00:29:13.960
So it's trying to answer, you know,

00:29:13.960 --> 00:29:17.180
as much of that subject topic as possible

00:29:18.670 --> 00:29:21.010
and do it in a way that links together

00:29:21.010 --> 00:29:24.280
and helps the user
actually make a decision

00:29:24.280 --> 00:29:25.783
or educates them.

00:29:26.830 --> 00:29:30.890
And so there's nothing
wrong with doing more.

00:29:30.890 --> 00:29:35.600
I follow a guy called John
Dastra, who runs Batsak blog,

00:29:35.600 --> 00:29:37.920
who has a team of writers,

00:29:37.920 --> 00:29:42.920
and he is publishing an article
a day across multiple sites,

00:29:42.940 --> 00:29:45.488
but he's got all the presses
and he's got it like clockwork,

00:29:45.488 --> 00:29:47.438
and he's just, he blows my mind, right?

00:29:49.110 --> 00:29:50.250
He's trying to publish at the moment,

00:29:50.250 --> 00:29:52.930
a million words in three months,

00:29:52.930 --> 00:29:55.740
just as an experiment
because he can, right,

00:29:55.740 --> 00:29:57.730
'cause he's got the money,
he's got the budget to do that.

00:29:57.730 --> 00:29:59.920
So yeah, it's just, (laughs)

00:29:59.920 --> 00:30:01.820
it's insane when you read that, right?

00:30:02.740 --> 00:30:06.810
- So there is no too much,
is there too little? (laughs)

00:30:06.810 --> 00:30:10.390
- Yes, absolutely. (laughs)

00:30:10.390 --> 00:30:15.390
And again, because I think people,

00:30:15.961 --> 00:30:18.190
because I think Google looks at relevancy

00:30:18.190 --> 00:30:21.200
and authority in stead
of the depth of content.

00:30:21.200 --> 00:30:23.060
I think if you're publishing
like once a month,

00:30:23.060 --> 00:30:25.730
or you're publishing really sporadically,

00:30:25.730 --> 00:30:28.120
you'll not primitive to Google or the user

00:30:28.120 --> 00:30:32.840
that you actually have what
it takes to be successful.

00:30:35.170 --> 00:30:37.490
I think in less than like a fault away

00:30:37.490 --> 00:30:39.922
you can actually get loads
and loads of backlinks

00:30:39.922 --> 00:30:42.580
and you can write
comprehensively about one topic.

00:30:42.580 --> 00:30:43.540
And so you are 10x-ing it, right,

00:30:43.540 --> 00:30:45.350
like Brian Dean does, right,

00:30:45.350 --> 00:30:48.390
where he writes his massive
four or 5,000, 6,000

00:30:48.390 --> 00:30:52.613
word articles, and he
publishes like once a month.

00:30:52.613 --> 00:30:54.980
I think it is, maybe like twice a month.

00:30:54.980 --> 00:30:58.703
There's no way to regain authority
unless you're doing that.

00:30:58.703 --> 00:31:01.023
I know for a fact behind
the scenes, every post,

00:31:01.023 --> 00:31:05.860
I think he sends out about two,
300 link requests to people

00:31:05.860 --> 00:31:06.820
to say, can you read this,

00:31:06.820 --> 00:31:10.182
or can you link to it if you like it?

00:31:10.182 --> 00:31:12.000
Unless you can do that scale,

00:31:12.000 --> 00:31:13.200
which I think he obviously,

00:31:13.200 --> 00:31:14.300
'cause all the processes are in place

00:31:14.300 --> 00:31:15.793
and got the team to do that,

00:31:16.950 --> 00:31:19.280
it's let's just focused on publishing

00:31:19.280 --> 00:31:21.730
as much decent quality content as possible

00:31:21.730 --> 00:31:24.270
that answers the users queries.

00:31:24.270 --> 00:31:25.103
He didn't focus on length,

00:31:25.103 --> 00:31:27.340
he didn't focus any of
that internet hoo-ha

00:31:27.340 --> 00:31:28.690
that you read about, right?

00:31:29.722 --> 00:31:34.702
He just focused on what
you think the user wants,

00:31:34.702 --> 00:31:38.872
or what you think the user can
gain from reading your site

00:31:38.872 --> 00:31:41.200
and be on the site as long as possible.

00:31:41.200 --> 00:31:42.570
- I know one trick I learned,

00:31:42.570 --> 00:31:44.590
'cause everybody always stresses
on that, like, you know,

00:31:44.590 --> 00:31:47.600
what should my title be,
and how long should it be?

00:31:47.600 --> 00:31:49.300
One trick I learned a few years back

00:31:49.300 --> 00:31:51.290
is to take keywords and just search it,

00:31:51.290 --> 00:31:54.217
and just very quickly, don't
spend a lot of time on it,

00:31:54.217 --> 00:31:57.500
but very quickly, just
look at the top 10 results.

00:31:57.500 --> 00:31:59.450
'Cause if you search that
keyword and you know,

00:31:59.450 --> 00:32:02.300
a lot of people get hung up
on is this awareness content,

00:32:02.300 --> 00:32:05.230
or consideration content,
or decision content?

00:32:05.230 --> 00:32:06.730
Google will tell you what
people are looking for.

00:32:06.730 --> 00:32:08.290
It'll tell you this
keyword is what it needs.

00:32:08.290 --> 00:32:10.377
So it's like, if you type your keyword in

00:32:10.377 --> 00:32:13.560
and like eight of the 10
results are like listicle,

00:32:13.560 --> 00:32:15.830
like the top eight
things you need to know,

00:32:15.830 --> 00:32:19.120
then it's looking for
a listicle type posts,

00:32:19.120 --> 00:32:20.330
you need to write a list post.

00:32:20.330 --> 00:32:23.720
If everything you see is
how-to, do your keyword,

00:32:23.720 --> 00:32:26.410
then you need to write a
how-to, like it's not that hard.

00:32:26.410 --> 00:32:28.320
And you can like, look
at the average length

00:32:28.320 --> 00:32:30.750
on the first 10, just
click them really quickly

00:32:30.750 --> 00:32:32.610
and come back, don't waste a lot of time.

00:32:32.610 --> 00:32:34.479
And like, if I've seen some

00:32:34.479 --> 00:32:37.170
where it's like the top ranking
posts for like 300 words,

00:32:37.170 --> 00:32:39.513
because that's all it took
to answer the question.

00:32:39.513 --> 00:32:41.510
Like what is content marketing?

00:32:41.510 --> 00:32:42.610
That's the question.

00:32:42.610 --> 00:32:44.950
So like a really short article

00:32:44.950 --> 00:32:47.640
can rank really well without
having to be in depth.

00:32:47.640 --> 00:32:49.680
So that was a neat little
trick that I learned.

00:32:49.680 --> 00:32:52.880
And we use that a lot in my
content production company

00:32:52.880 --> 00:32:55.630
content and just, we use that one a lot.

00:32:55.630 --> 00:32:57.240
It just, it just makes sense.

00:32:57.240 --> 00:32:58.090
- Yeah, yeah.

00:32:58.090 --> 00:33:00.253
And the other thing that I've discovered,

00:33:01.159 --> 00:33:02.920
and I now share with a couple
of clients is actually,

00:33:02.920 --> 00:33:05.980
if you have like, so
like a how-to question,

00:33:05.980 --> 00:33:10.980
like, how to reduce stress
using Weissman's right.

00:33:11.500 --> 00:33:13.050
And you type it into
Google and Google gives you

00:33:13.050 --> 00:33:15.690
all these mismatched pages that are like,

00:33:15.690 --> 00:33:18.000
don't really makes that intent.

00:33:18.000 --> 00:33:19.800
To me I get really excited at that point,

00:33:19.800 --> 00:33:21.320
'cause I think I can write an article

00:33:21.320 --> 00:33:24.610
with that exact keyword as a title

00:33:24.610 --> 00:33:26.480
and nothing more, nothing less.

00:33:26.480 --> 00:33:29.540
And I know I can rate
pretty high, pretty quickly

00:33:29.540 --> 00:33:32.060
because Google will
notice that I've matched

00:33:32.060 --> 00:33:34.890
the intent of the question with my answer.

00:33:34.890 --> 00:33:36.800
And people don't really get that

00:33:37.890 --> 00:33:39.494
because they get into this,

00:33:39.494 --> 00:33:41.294
they get into this
thing of well, you know,

00:33:41.294 --> 00:33:43.260
if all the results to this, you know,

00:33:43.260 --> 00:33:44.434
that mentioned the keyword.

00:33:44.434 --> 00:33:46.960
We must avoid making the keyword,

00:33:46.960 --> 00:33:49.160
I'm like, well no, it's
just Google is trying

00:33:49.160 --> 00:33:51.530
to find the best information to give,

00:33:51.530 --> 00:33:54.710
and so far it hasn't
matched the user's intent

00:33:54.710 --> 00:33:57.560
with the best content.

00:33:57.560 --> 00:33:59.330
So there's a bit, there's
a slight mismatch there.

00:33:59.330 --> 00:34:01.440
Either it's just very slight,

00:34:01.440 --> 00:34:02.910
and by you going in and saying, right,

00:34:02.910 --> 00:34:06.570
here's the question, here's your answer,

00:34:06.570 --> 00:34:07.860
you're sorted, aren't you?

00:34:07.860 --> 00:34:08.880
You're done.
- Yeah.

00:34:08.880 --> 00:34:10.170
I haven't thought about that, but yeah,

00:34:10.170 --> 00:34:11.003
that makes a lot of sense.

00:34:11.003 --> 00:34:12.640
I think a lot of people
don't really understand

00:34:12.640 --> 00:34:16.360
how Google actually works,
like what it's there for.

00:34:16.360 --> 00:34:17.240
It's a search engine.

00:34:17.240 --> 00:34:20.300
Its entire intent is to
help people answer questions

00:34:20.300 --> 00:34:23.840
and its goal is to find
the best possible answers

00:34:23.840 --> 00:34:24.830
for your question.

00:34:24.830 --> 00:34:26.250
And when you're writing content,

00:34:26.250 --> 00:34:29.950
your goal is to be the
best possible answer

00:34:29.950 --> 00:34:30.860
for that question.

00:34:30.860 --> 00:34:32.440
That's the only way
Google is gonna find you

00:34:32.440 --> 00:34:33.560
since that makes sense.

00:34:33.560 --> 00:34:34.930
Now I know when we're
talking about publishing

00:34:34.930 --> 00:34:35.763
a lot of content,

00:34:35.763 --> 00:34:37.333
another mistake I see people make,

00:34:37.333 --> 00:34:38.166
I know me and you, I think,

00:34:38.166 --> 00:34:40.470
are kind of like an
agreement on some of this.

00:34:40.470 --> 00:34:43.500
You need to keep track of
like what you're writing.

00:34:43.500 --> 00:34:44.920
You need to have your inventory

00:34:44.920 --> 00:34:45.760
because you don't need to be

00:34:45.760 --> 00:34:47.920
competing with yourself
- No.

00:34:47.920 --> 00:34:49.363
- for the same topic.

00:34:50.466 --> 00:34:52.240
And this is one I see people do a lot,

00:34:52.240 --> 00:34:54.960
especially if you're doing things like,

00:34:54.960 --> 00:34:57.170
oh, like gift posts are really common.

00:34:57.170 --> 00:35:01.180
Like the top 10 gifts for
mom in 2021 for Mother's Day

00:35:01.180 --> 00:35:02.860
or something like that,
like you might do that,

00:35:02.860 --> 00:35:05.560
especially in the affiliate
world and have links.

00:35:05.560 --> 00:35:08.960
And you could be tempted
to write another post

00:35:08.960 --> 00:35:12.220
every year for 2021, 2022, 2023,

00:35:12.220 --> 00:35:13.110
but the smarter thing

00:35:13.110 --> 00:35:16.086
is to leave the year out of the URL,

00:35:16.086 --> 00:35:16.919
put it in the title,

00:35:16.919 --> 00:35:17.810
but leave it out of the URL,

00:35:17.810 --> 00:35:20.429
and then update that post every year.

00:35:20.429 --> 00:35:21.800
- Absolutely, absolutely.
- Keep it frequent,

00:35:21.800 --> 00:35:25.360
keep it relevant, and keep
that link, that integrity

00:35:25.360 --> 00:35:27.110
if something's been around
like two or three years

00:35:27.110 --> 00:35:29.517
that you're updating
every year with new stuff,

00:35:29.517 --> 00:35:31.550
and you can change it, might
not be 10 things one year,

00:35:31.550 --> 00:35:33.640
it might be 15, it might be
eight, it might be whatever.

00:35:33.640 --> 00:35:36.340
So you can change the title that your URL

00:35:36.340 --> 00:35:39.365
will just be like top
mother's day gifts for mom

00:35:39.365 --> 00:35:40.198
and your titles like,

00:35:40.198 --> 00:35:43.790
Top 10 Mother's Day Gifts
for Mom in 2021, for example,

00:35:43.790 --> 00:35:44.623
or something like that.

00:35:44.623 --> 00:35:48.460
So I know that's, so speak
to that really briefly,

00:35:48.460 --> 00:35:51.840
like keeping track of
your inventory of content

00:35:51.840 --> 00:35:54.260
and then coming back and
updating old content.

00:35:54.260 --> 00:35:55.323
- Sure, so,

00:35:57.880 --> 00:36:01.790
I developed a keyword map that I use

00:36:01.790 --> 00:36:04.603
and I teach to my clients,
which basically has,

00:36:06.477 --> 00:36:07.470
it has three tabs.

00:36:07.470 --> 00:36:11.215
So we have an ideas tab, a
drafts tab, and a published tab.

00:36:11.215 --> 00:36:14.570
And basically in that published tab,

00:36:14.570 --> 00:36:16.480
I literally just list out everything,

00:36:16.480 --> 00:36:17.380
so what keywords I'm targeting,

00:36:17.380 --> 00:36:21.120
where I published, the URL,
the method description.

00:36:21.120 --> 00:36:23.140
So I find actually when I'm
writing something for an email

00:36:23.140 --> 00:36:24.150
or I'm writing some social,

00:36:24.150 --> 00:36:26.250
actually having the method description

00:36:26.250 --> 00:36:28.050
is a really great jumping off point.

00:36:29.557 --> 00:36:30.760
And so I have what information,

00:36:30.760 --> 00:36:32.730
and so then I can see,

00:36:32.730 --> 00:36:37.450
I can also search by
like, topic, you know,

00:36:37.450 --> 00:36:40.823
even if it's just grabbing like say,

00:36:41.740 --> 00:36:45.390
just in the titles, or
I can divide keywords,

00:36:45.390 --> 00:36:47.350
or I could do it even by
category and I can say, right,

00:36:47.350 --> 00:36:49.730
what holes am I missing in that category?

00:36:49.730 --> 00:36:51.880
What have I covered,
what haven't I covered?

00:36:51.880 --> 00:36:54.107
You have every input on
one topic, and I think

00:36:54.107 --> 00:36:56.100
okay cool, all right, let's move on.

00:36:56.100 --> 00:36:57.923
Has that slightly related to that.

00:36:59.103 --> 00:37:00.870
And then I've written a
post that kind of overlaps,

00:37:00.870 --> 00:37:04.900
but I haven't discussed
topic being that much.

00:37:04.900 --> 00:37:07.601
So I can go write loads about topic B.

00:37:07.601 --> 00:37:10.980
So yeah, so I'm a massive
proponent of having,

00:37:10.980 --> 00:37:12.830
having a content map,
having a content plan,

00:37:12.830 --> 00:37:15.190
having a framework that works for you

00:37:15.190 --> 00:37:17.037
that has everything written down.

00:37:17.037 --> 00:37:19.583
And so you can be structured,
even if you're not structured,

00:37:19.583 --> 00:37:20.840
in terms of how you approach things,

00:37:20.840 --> 00:37:23.493
which I would want to
slap you around the head

00:37:23.493 --> 00:37:25.168
because I think, you know,

00:37:25.168 --> 00:37:26.001
(Christina laughs)
consistency

00:37:26.001 --> 00:37:28.440
and having structure, either
it's the loosest amount

00:37:28.440 --> 00:37:30.800
of structure and this amount
of consistency we can have,

00:37:30.800 --> 00:37:34.308
is gonna help you actually
win the race (laughs), right?

00:37:34.308 --> 00:37:36.430
(A.J. laughs)

00:37:36.430 --> 00:37:39.683
So yeah, so that's how I organize things.

00:37:42.370 --> 00:37:45.580
The other thing is when
we say updating content,

00:37:45.580 --> 00:37:46.413
it's about understanding

00:37:46.413 --> 00:37:48.900
that you're in a dynamic marketplace.

00:37:48.900 --> 00:37:50.710
And so a lot of people,

00:37:50.710 --> 00:37:54.415
and I know you will have
experiences all the time.

00:37:54.415 --> 00:37:55.248
A lot of people think,

00:37:55.248 --> 00:37:58.810
they build a website and
they think, jobs done, right?

00:37:58.810 --> 00:38:00.690
- Yep.
- And it's not

00:38:00.690 --> 00:38:02.047
because they're, you know,

00:38:02.047 --> 00:38:03.250
the marketplace is constantly changing,

00:38:03.250 --> 00:38:05.210
people are bringing new products,

00:38:05.210 --> 00:38:06.450
buying behaviors are changing,

00:38:06.450 --> 00:38:08.560
how you're selling to them is changing.

00:38:08.560 --> 00:38:10.227
And so you need to be
updating content as often as,

00:38:10.227 --> 00:38:12.780
you know, as often as you rise as changes,

00:38:12.780 --> 00:38:15.893
or little tweaks happen
in the marketplace.

00:38:16.930 --> 00:38:18.930
So you'd be updating, but
also you'd be updating

00:38:18.930 --> 00:38:23.030
as you improve your own voice as a writer.

00:38:23.030 --> 00:38:26.640
And also as you improve your
understanding of a topic.

00:38:26.640 --> 00:38:27.680
'Cause you may write something

00:38:27.680 --> 00:38:31.346
that's completely kind of out of line

00:38:31.346 --> 00:38:35.030
with what the industry is
going or where the industry is,

00:38:35.030 --> 00:38:36.470
but it takes you six months to realize

00:38:36.470 --> 00:38:38.370
that you've done that.

00:38:38.370 --> 00:38:39.910
I think it's very, very
important that you can go back

00:38:39.910 --> 00:38:41.910
and you can say, actually, right,

00:38:41.910 --> 00:38:43.350
I can just tweak this slightly

00:38:43.350 --> 00:38:45.782
because of what I've learned here.

00:38:45.782 --> 00:38:47.840
And no one's gonna prosecute you for that,

00:38:47.840 --> 00:38:49.290
no one's gonna be upset.

00:38:49.290 --> 00:38:51.260
You might have a couple of angry emails

00:38:51.260 --> 00:38:53.369
that make you want to
rethink and make you rewrite,

00:38:53.369 --> 00:38:54.270
(Christina laughs)
which I think is a really,

00:38:54.270 --> 00:38:56.573
really positive thing, right?

00:38:57.900 --> 00:38:59.010
But I think that's a really,

00:38:59.010 --> 00:39:00.510
really kind of positive thing.

00:39:00.510 --> 00:39:03.280
The only thing we're rewriting as well,

00:39:03.280 --> 00:39:06.210
and this last week's the four points,

00:39:06.210 --> 00:39:08.930
we don't operate in a straight line.

00:39:08.930 --> 00:39:09.910
I think a lot of people,

00:39:09.910 --> 00:39:14.090
so a mutual contact is just a podcast,

00:39:14.090 --> 00:39:18.430
and yeah, he spent weeks obsessing
about what titles to use,

00:39:18.430 --> 00:39:20.280
what descriptions to use.

00:39:20.280 --> 00:39:22.820
I said to him, we're not, I said,

00:39:22.820 --> 00:39:25.260
just get the damn thing out there,

00:39:25.260 --> 00:39:26.450
and it's a lot of improvement.

00:39:26.450 --> 00:39:29.780
You can sit back in three
weeks time when you launched,

00:39:29.780 --> 00:39:34.254
you know, 10 episodes,
and see what, you know,

00:39:34.254 --> 00:39:35.670
what has worked, what hasn't worked,

00:39:35.670 --> 00:39:37.340
what has been engaging,
what hasn't been engaging,

00:39:37.340 --> 00:39:39.430
and you can keep testing things,

00:39:39.430 --> 00:39:40.320
and then you can roll it out

00:39:40.320 --> 00:39:42.070
as best practice across everything.

00:39:43.100 --> 00:39:46.370
And you can hopefully boost
everything else as well.

00:39:46.370 --> 00:39:47.850
I think that's really, really important

00:39:47.850 --> 00:39:51.030
is your having to
continually improve yourself

00:39:51.030 --> 00:39:53.517
and improve what your outfit is.

00:39:54.516 --> 00:39:55.349
- Well, I mean,

00:39:55.349 --> 00:39:57.530
you can look at your low
performing articles too,

00:39:57.530 --> 00:39:59.620
like which ones aren't
getting as much traffic.

00:39:59.620 --> 00:40:02.700
So it's like, go back and
start with those, maybe.

00:40:02.700 --> 00:40:04.970
Like, if you're not sure what to update,

00:40:04.970 --> 00:40:06.130
but you know you need to do it.

00:40:06.130 --> 00:40:06.963
I think it's like, what?

00:40:06.963 --> 00:40:08.613
Every three to six months.

00:40:09.820 --> 00:40:12.410
I usually tell people like,
depending on what your cycle is,

00:40:12.410 --> 00:40:13.810
like a lot of business owners, you know,

00:40:13.810 --> 00:40:14.850
they do quarterly planning,

00:40:14.850 --> 00:40:16.250
that's become really popular now,

00:40:16.250 --> 00:40:18.370
like every quarter you
kinda do a new plan?

00:40:18.370 --> 00:40:19.570
Use that opportunity,

00:40:19.570 --> 00:40:21.700
go look at like your lowest
performing blog articles

00:40:21.700 --> 00:40:23.940
and figure out why and go fix those.

00:40:23.940 --> 00:40:25.540
So I guess that would
kind of be applicable

00:40:25.540 --> 00:40:27.870
in this like affiliate
marketing strategy too.

00:40:27.870 --> 00:40:31.070
I mean, whatever your cycle is,

00:40:31.070 --> 00:40:32.310
three months, six months, whatever,

00:40:32.310 --> 00:40:34.270
make a list of which ones to go groom.

00:40:34.270 --> 00:40:36.310
And then you get some extra bang

00:40:36.310 --> 00:40:39.736
without having to write new
content all the time, too.

00:40:39.736 --> 00:40:41.180
I think people don't
realize that like, yeah,

00:40:41.180 --> 00:40:43.740
you will eventually kind of
exhaust almost everything

00:40:43.740 --> 00:40:45.160
you could say on a topic,

00:40:45.160 --> 00:40:47.630
which is the cool part
about this content strategy.

00:40:47.630 --> 00:40:49.030
You know, you have your topics

00:40:49.030 --> 00:40:51.260
and you have all this stuff you can say,

00:40:51.260 --> 00:40:53.010
it would take you a while.

00:40:53.010 --> 00:40:55.110
I mean, you'll probably
have 100, 200 articles,

00:40:55.110 --> 00:40:57.590
but you could eventually
exhaust most everything

00:40:57.590 --> 00:40:59.330
you could say about it.

00:40:59.330 --> 00:41:00.930
Then you can just go
update stuff. (laughs)

00:41:00.930 --> 00:41:02.197
- Hmm, yeah.

00:41:02.197 --> 00:41:04.700
- You don't have to produce as much new.

00:41:04.700 --> 00:41:06.820
And having systems I
think is important too.

00:41:06.820 --> 00:41:08.390
Like I tell people all the time,

00:41:08.390 --> 00:41:10.940
look for ways you can reduce
the mental calorie load.

00:41:10.940 --> 00:41:12.310
And I think people don't think about that

00:41:12.310 --> 00:41:14.540
because like, just building the system

00:41:14.540 --> 00:41:17.040
is a high mental calorie
fast to start with.

00:41:17.040 --> 00:41:18.740
It's very intimidating.

00:41:18.740 --> 00:41:20.140
But once you have it,

00:41:20.140 --> 00:41:22.070
it's like having a
checklist you can follow,

00:41:22.070 --> 00:41:24.770
so you're not having to think
about it every single time.

00:41:24.770 --> 00:41:26.880
It reduces the mental calories of the task

00:41:26.880 --> 00:41:30.070
and you're more likely to
sit down and actually do it.

00:41:30.070 --> 00:41:31.210
Little tricks like that.

00:41:31.210 --> 00:41:34.210
Like, I mean, I even noticed
just on my daily to-do lists,

00:41:34.210 --> 00:41:36.090
you know, I follow the
eat the frog strategy

00:41:36.090 --> 00:41:37.490
and I have my frog,

00:41:37.490 --> 00:41:39.680
but that means I start every
day looking at my biggest

00:41:39.680 --> 00:41:43.380
scariest, you know, task I
have to get myself through.

00:41:43.380 --> 00:41:45.110
If I simply make my checklist

00:41:45.110 --> 00:41:47.670
for what goes with that
task the night before,

00:41:47.670 --> 00:41:49.300
so when I sit down, I have my checklist,

00:41:49.300 --> 00:41:51.160
well, now my frog isn't so scary anymore.

00:41:51.160 --> 00:41:53.180
So it's the same kind of thing applies,

00:41:53.180 --> 00:41:55.200
so many people are so afraid to write.

00:41:55.200 --> 00:41:56.133
They're so afraid to put out content.

00:41:56.133 --> 00:41:58.320
They're like, oh, I don't
know what to write about it.

00:41:58.320 --> 00:41:59.153
I don't know how long it needs to be.

00:41:59.153 --> 00:42:00.230
I don't know what to do on the title.

00:42:00.230 --> 00:42:03.620
And I have seen people like
literally spend eight hours

00:42:03.620 --> 00:42:06.590
writing like an 800 word article.

00:42:06.590 --> 00:42:10.083
It's like, that is an
hour per hundred words.

00:42:11.087 --> 00:42:12.920
Like it really shouldn't take that long.

00:42:12.920 --> 00:42:14.370
How long do you think it takes,

00:42:14.370 --> 00:42:15.870
like if somebody is writing one article,

00:42:15.870 --> 00:42:18.120
how long should it take?

00:42:18.120 --> 00:42:20.112
- So I'm going to be political here

00:42:20.112 --> 00:42:22.000
and answer a different question, (laughs)

00:42:22.000 --> 00:42:25.120
just to your last point. (laughs)

00:42:25.120 --> 00:42:28.220
So I think the real
problem with writing is

00:42:28.220 --> 00:42:31.760
that we're taught a very
academic way in school,

00:42:31.760 --> 00:42:33.620
and in college on how to write.

00:42:33.620 --> 00:42:36.870
And that's not actually how
people have conversations.

00:42:36.870 --> 00:42:37.750
I think if you change your mindset,

00:42:37.750 --> 00:42:41.203
so you're having conversations
just in writing, right,

00:42:42.669 --> 00:42:44.188
and you're speaking your own vernacular

00:42:44.188 --> 00:42:46.910
and speaking in the idioms
and the idiosyncrasies

00:42:47.926 --> 00:42:50.140
that you talk in every day,

00:42:50.140 --> 00:42:52.320
you can write a lot faster.

00:42:52.320 --> 00:42:53.830
Well, I think if you come
with this preconceived idea

00:42:53.830 --> 00:42:55.700
of it actually has to be very formal,

00:42:55.700 --> 00:42:58.310
it has to be very dry,
very boring, very stale.

00:42:58.310 --> 00:43:01.178
Yeah, no doubt it's gonna
take you eight hours to write.

00:43:01.178 --> 00:43:03.320
You have 1,000 words,
because you're obsessing

00:43:03.320 --> 00:43:04.153
over each word.

00:43:04.153 --> 00:43:06.200
Whereas I think if you
think, right, how can I,

00:43:08.080 --> 00:43:11.217
how can I turn this into a
conversation down the pub.

00:43:11.217 --> 00:43:14.860
Say we're having lunch,
we bounce ideas backwards

00:43:14.860 --> 00:43:17.950
and forwards like we are doing
now in this podcast, right,

00:43:17.950 --> 00:43:20.225
and how can we turn that
into a piece of content?

00:43:20.225 --> 00:43:22.383
You know, none of us have
said that, you know, well,

00:43:24.110 --> 00:43:26.653
I probably use a couple
of, find some more words.

00:43:28.150 --> 00:43:31.520
But that's because (laughs)
because I'm a recovery,

00:43:31.520 --> 00:43:32.640
But does that make sense?

00:43:32.640 --> 00:43:37.160
So, you know, I just think the
best tip you can for writing

00:43:37.160 --> 00:43:40.150
is just think about having a
conversation with somebody,

00:43:40.150 --> 00:43:41.160
if you're really struggling,

00:43:41.160 --> 00:43:43.021
then get your phone out record,

00:43:43.021 --> 00:43:46.210
or get onto the Zoom even,

00:43:46.210 --> 00:43:48.270
and then record yourself having
a conversation with yourself

00:43:48.270 --> 00:43:49.876
about a topic.

00:43:49.876 --> 00:43:52.930
And then transcribe that and start there.

00:43:52.930 --> 00:43:54.770
Because, you know, you shouldn't
really be spending more

00:43:54.770 --> 00:43:57.800
than probably two or three
hours, maybe four max,

00:43:57.800 --> 00:43:58.840
If you're doing lots of research,

00:43:58.840 --> 00:44:01.063
I'm writing 1,000 words, 2000 words.

00:44:03.040 --> 00:44:04.660
So yeah.

00:44:04.660 --> 00:44:06.384
- I know I've done 1,000 word articles

00:44:06.384 --> 00:44:10.310
in about 45 minutes, I
think was my fastest.

00:44:10.310 --> 00:44:13.800
I think my typical's
about an hour and a half,

00:44:13.800 --> 00:44:15.640
starting cold, like I just had the topic

00:44:15.640 --> 00:44:17.900
and I know I wanna talk
about it and that's kinda it.

00:44:17.900 --> 00:44:19.070
It can save you about an hour and a half,

00:44:19.070 --> 00:44:20.323
I think on average.

00:44:21.440 --> 00:44:25.010
I know my system is, I
get the intro put out

00:44:25.010 --> 00:44:27.350
so that I'm very clear on
what it is we're trying to do.

00:44:27.350 --> 00:44:29.300
Like I used the hook story pitch format.

00:44:29.300 --> 00:44:31.160
Like this is you, this is
what you're trying to learn,

00:44:31.160 --> 00:44:32.360
this is what you're gonna get

00:44:32.360 --> 00:44:34.390
out of reading this article.

00:44:34.390 --> 00:44:36.140
I build the outline and then I voice type.

00:44:36.140 --> 00:44:37.520
Like, I think a lot of
people don't realize

00:44:37.520 --> 00:44:39.830
like Google Docs has
voice typing built in.

00:44:39.830 --> 00:44:40.920
- Okay, sure.

00:44:40.920 --> 00:44:43.780
- So I get my outline first
and this is just fine.

00:44:43.780 --> 00:44:44.800
This is what works for me.

00:44:44.800 --> 00:44:48.230
Like I noticed if I just start talking

00:44:48.230 --> 00:44:50.050
and just use voice typing
and talking about the topic,

00:44:50.050 --> 00:44:51.570
I tend to ramble,

00:44:51.570 --> 00:44:54.810
and I kinda bounce around
and it's not very organized

00:44:54.810 --> 00:44:56.640
and structured, so if somebody
was trying to follow me,

00:44:56.640 --> 00:44:58.730
they would be like, wait, what, hang on.

00:44:58.730 --> 00:45:01.520
So like, I have to get my main headings,

00:45:01.520 --> 00:45:03.840
my kind of outline down
for like, you know,

00:45:03.840 --> 00:45:05.200
say I'm gonna teach them eight things,

00:45:05.200 --> 00:45:07.720
I'll get my eight things, you know.

00:45:07.720 --> 00:45:09.230
If I'm gonna teach them three steps,

00:45:09.230 --> 00:45:11.170
here's step one, step two, or step three.

00:45:11.170 --> 00:45:14.777
Then I'll go into each one
and I'll voice type that out.

00:45:14.777 --> 00:45:17.100
And for me that's just
like, it's so much faster

00:45:17.100 --> 00:45:18.080
once you start voice typing,

00:45:18.080 --> 00:45:20.600
and it's like, kind of screw grammar,

00:45:20.600 --> 00:45:22.650
you know, like screw
grammar best practices.

00:45:22.650 --> 00:45:26.020
Like you can have like two
words on one line, it's fine.

00:45:26.020 --> 00:45:27.113
It's emphasis.

00:45:28.000 --> 00:45:30.370
So, yeah, I love that
you circled back to that,

00:45:30.370 --> 00:45:31.530
so it's not just a time thing,

00:45:31.530 --> 00:45:35.890
it's a, just conversational,

00:45:35.890 --> 00:45:37.430
quit trying to write academically,

00:45:37.430 --> 00:45:38.930
'cause yeah, that's a huge thing.

00:45:38.930 --> 00:45:40.020
I know like we even have that issue

00:45:40.020 --> 00:45:41.150
when we bring on new writers

00:45:41.150 --> 00:45:42.470
and they try and write so academically,

00:45:42.470 --> 00:45:45.133
and it's like, that's not what we do here.

00:45:45.133 --> 00:45:46.700
But conversationally.

00:45:46.700 --> 00:45:48.108
- Yeah, exactly.

00:45:48.108 --> 00:45:50.441
But I also think it's about,

00:45:52.844 --> 00:45:54.870
I think we all struggle
because they don't have

00:45:54.870 --> 00:45:57.420
a reasonable idea of
who they're talking to,

00:45:57.420 --> 00:45:59.290
and they can't picture that person.

00:45:59.290 --> 00:46:02.113
I think if you can pitch
that person, because again,

00:46:03.100 --> 00:46:06.320
bank manager told me, 12, 13 years ago,

00:46:06.320 --> 00:46:07.710
people buy people, right?

00:46:07.710 --> 00:46:08.810
So you're not selling to another business,

00:46:08.810 --> 00:46:09.790
you're selling to another person,

00:46:09.790 --> 00:46:11.700
that's always the case.

00:46:11.700 --> 00:46:14.500
If you're trying to convince
the person of anything,

00:46:14.500 --> 00:46:18.430
of buying a product or believing
in your idea, or, you know,

00:46:18.430 --> 00:46:21.610
come out with you
tomorrow night on a date,

00:46:21.610 --> 00:46:23.920
you're still having a
conversation with another person,

00:46:23.920 --> 00:46:25.200
and so therefore if you have a really,

00:46:25.200 --> 00:46:27.780
really strong mental image of that person,

00:46:27.780 --> 00:46:29.440
that you're trying to talk to,

00:46:29.440 --> 00:46:31.990
it makes it so much easier
to write in a vernacular

00:46:32.840 --> 00:46:34.480
and also understanding how they may talk

00:46:34.480 --> 00:46:36.980
and how they may react to certain things

00:46:36.980 --> 00:46:38.280
or how they may, you know,

00:46:39.200 --> 00:46:44.200
get certain phraseologies that
is in their natural parlance.

00:46:45.340 --> 00:46:49.278
So, I often say a lot of my humor,

00:46:49.278 --> 00:46:52.811
it's the things that aren't said.

00:46:52.811 --> 00:46:57.380
And it's such as the position of,

00:46:57.380 --> 00:47:00.490
like the duality of the wording.

00:47:00.490 --> 00:47:01.870
So I'll give you an example.

00:47:01.870 --> 00:47:04.687
So, and my best friend
would find this hilarious.

00:47:04.687 --> 00:47:07.560
Say I walk down the street
and I see like a board game

00:47:07.560 --> 00:47:09.200
just lying on the street.

00:47:09.200 --> 00:47:11.040
I was also go well that's
the finest street art

00:47:11.040 --> 00:47:12.410
in the town.

00:47:12.410 --> 00:47:15.940
Because, you hardly ever,

00:47:15.940 --> 00:47:18.810
you know, it's quite a
random object to find,

00:47:18.810 --> 00:47:21.910
but as like a piece of art,
it's kind of creative, right?

00:47:21.910 --> 00:47:22.820
- Yep.

00:47:22.820 --> 00:47:26.701
- I can imagine more like
isn't really that black color,

00:47:26.701 --> 00:47:29.810
intellectually kind of
stimulating in that kind of way.

00:47:29.810 --> 00:47:31.833
You know, it's three things a month.

00:47:32.780 --> 00:47:34.535
Yeah, so that's how I kind of think

00:47:34.535 --> 00:47:36.360
about these kind of things.

00:47:36.360 --> 00:47:38.080
But yeah, so I think,

00:47:38.080 --> 00:47:40.841
if you can grasp onto a really strong idea

00:47:40.841 --> 00:47:42.505
of who you're talking to,

00:47:42.505 --> 00:47:43.930
and it's really like your
having a conversation with them,

00:47:43.930 --> 00:47:46.100
like they're your best
friend down the pub,

00:47:46.100 --> 00:47:47.400
or you're having a meal,

00:47:47.400 --> 00:47:49.850
then you can actually get
much, much, much, much, much

00:47:49.850 --> 00:47:52.810
further in a short period of time.

00:47:52.810 --> 00:47:55.650
- Yep, and that's why I start
every article with the intro.

00:47:55.650 --> 00:47:58.100
'Cause it's like, and I
follow the same format,

00:47:58.100 --> 00:48:00.530
that hook story pitch format, you know,

00:48:00.530 --> 00:48:01.620
this is who I'm talking to,

00:48:01.620 --> 00:48:03.002
this is what's going on in their life,

00:48:03.002 --> 00:48:03.849
and this is what I want them

00:48:03.849 --> 00:48:04.955
to get out of reading this article.

00:48:04.955 --> 00:48:06.081
- Yeah, absolutely.
- It's the hardest

00:48:06.081 --> 00:48:07.438
part to write.

00:48:07.438 --> 00:48:09.068
Like it will literally
take me just as long

00:48:09.068 --> 00:48:09.970
to write the introduction as it will

00:48:09.970 --> 00:48:11.231
to write the rest of the article.

00:48:11.231 --> 00:48:12.814
Because once you've gotten really clear,

00:48:12.814 --> 00:48:14.977
like you said, on who it
is you're speaking to,

00:48:14.977 --> 00:48:17.648
the rest of the article comes
so much easier from there.

00:48:17.648 --> 00:48:19.894
'Cause it's like, we know
what, who we're speaking to.

00:48:19.894 --> 00:48:21.011
We know what's going on in their life,

00:48:21.011 --> 00:48:24.380
we know what it is we want
them to get out of the article,

00:48:24.380 --> 00:48:27.070
the rest just comes,
you know, it's so easy.

00:48:27.070 --> 00:48:29.390
So I have kept you for so long.

00:48:29.390 --> 00:48:30.460
I just looked at the time on this.

00:48:30.460 --> 00:48:32.210
We have been talking for like 48 minutes.

00:48:32.210 --> 00:48:33.385
It's been one
(A.J. laughs)

00:48:33.385 --> 00:48:34.905
of my longest episodes.

00:48:34.905 --> 00:48:37.330
So like wrapping it up here,
- Wrapping it up.

00:48:37.330 --> 00:48:38.923
- we've talked a lot about what, you know,

00:48:38.923 --> 00:48:40.990
some of the stuff in
your zone of expertise,

00:48:40.990 --> 00:48:43.770
but like who do you work
with, what do you do,

00:48:43.770 --> 00:48:46.060
how can someone find you if
they wanna work with you?

00:48:46.060 --> 00:48:48.350
- So I've just released a course,

00:48:48.350 --> 00:48:50.120
which is called Content Map Course,

00:48:50.120 --> 00:48:54.570
which basically teaches you my framework.

00:48:54.570 --> 00:48:56.333
It's $49 at the moment.

00:48:57.787 --> 00:49:01.213
And you have the AGSdigitalgroup.co.uk.

00:49:02.189 --> 00:49:03.022
And it's on there.

00:49:03.022 --> 00:49:07.260
I also do consulting, so
I work with consultants,

00:49:07.260 --> 00:49:10.280
affiliate sites, and e-commerce brands,

00:49:10.280 --> 00:49:12.320
basically to help them
build out a content strategy

00:49:12.320 --> 00:49:13.870
because either they're
competing in a market

00:49:13.870 --> 00:49:15.740
that is really competitive and therefore

00:49:15.740 --> 00:49:17.180
they can't go and buy ads,

00:49:17.180 --> 00:49:19.260
or maybe they're doing
something that isn't explainable

00:49:19.260 --> 00:49:21.160
in Google Ads.

00:49:21.160 --> 00:49:24.210
So I've got one client
at the moment who teaches

00:49:25.990 --> 00:49:29.757
accountants become CFOs, fractional CFOs.

00:49:29.757 --> 00:49:32.870
And so obviously you can't
really explain that in a,

00:49:32.870 --> 00:49:34.670
in a two sentence Google Ad.

00:49:34.670 --> 00:49:36.920
So it's about trying to educate
people who are accountants,

00:49:36.920 --> 00:49:38.000
who are fed up,

00:49:38.000 --> 00:49:39.527
that there is another
path to make more money

00:49:39.527 --> 00:49:42.480
and to have a better work-life balance.

00:49:42.480 --> 00:49:46.090
You have to actually communicate
that value in a unique way

00:49:46.090 --> 00:49:49.027
to get them paid more for less.

00:49:49.027 --> 00:49:50.650
And so, yes, that's
really, really exciting.

00:49:50.650 --> 00:49:53.500
So that's kind of what I help people do

00:49:53.500 --> 00:49:54.580
away from obviously running

00:49:54.580 --> 00:49:55.780
a couple of affiliate sites myself.

00:49:55.780 --> 00:49:59.470
So I'm not just one of those people that

00:49:59.470 --> 00:50:02.253
has a lot to core to know, no nightmares,

00:50:02.253 --> 00:50:03.629
I've got all the scars,

00:50:03.629 --> 00:50:05.240
(both laughing)

00:50:05.240 --> 00:50:08.390
and all the horror stories to, you know,

00:50:08.390 --> 00:50:11.170
to back up my experience. (laughs)

00:50:11.170 --> 00:50:13.080
- Yep, definitely.

00:50:13.080 --> 00:50:14.740
And I'll make sure that link is so like,

00:50:14.740 --> 00:50:17.630
wherever you guys are watching
this from out on the web,

00:50:17.630 --> 00:50:20.430
I'll make sure it links
straight to his website too.

00:50:20.430 --> 00:50:21.910
So any final parting tips or advice

00:50:21.910 --> 00:50:24.540
that you wanna share with our audience?

00:50:24.540 --> 00:50:25.533
- So,

00:50:27.570 --> 00:50:28.670
yeah.

00:50:28.670 --> 00:50:29.580
If you have a question for me

00:50:29.580 --> 00:50:31.921
come and hit me up on the Instagram,

00:50:31.921 --> 00:50:35.920
I'm A_J_Saunders.

00:50:35.920 --> 00:50:40.040
Think about building out the
content maps that you have

00:50:40.040 --> 00:50:42.713
on the next 6, 9, 12
months all ready to go,

00:50:43.950 --> 00:50:46.280
because then you can start
to plan how you do it,

00:50:46.280 --> 00:50:47.780
and here's an execute for you.

00:50:48.650 --> 00:50:50.464
And so a lot of people that I work with,

00:50:50.464 --> 00:50:51.861
they, what they want to do,

00:50:51.861 --> 00:50:54.130
they want to become better
editors rather than writers,

00:50:54.130 --> 00:50:56.210
which creates muscle
opportunity for people like Hugh

00:50:56.210 --> 00:50:59.003
with Content Ninjas. (laughs)

00:50:59.900 --> 00:51:03.840
And so, you know, that's what I suggest.

00:51:03.840 --> 00:51:06.114
So decide where you're going

00:51:06.114 --> 00:51:06.980
and how you're gonna get there,

00:51:06.980 --> 00:51:09.310
and then try and build out the processes

00:51:09.310 --> 00:51:12.393
and the plan in place that can
help you reach that quicker.

00:51:13.490 --> 00:51:14.700
Because, you know,

00:51:14.700 --> 00:51:17.390
I've known that somebody that
has had a really stupidly

00:51:17.390 --> 00:51:19.750
ambitious goal that isn't achievable,

00:51:19.750 --> 00:51:22.880
even it shouldn't take them
a decade to get there, right?

00:51:22.880 --> 00:51:23.713
- Yep-

00:51:23.713 --> 00:51:26.560
- Unless you have really,
really crazy goals,

00:51:26.560 --> 00:51:31.421
they're just impossible, no
matter how, you know. (laughs)

00:51:31.421 --> 00:51:33.560
But realistic people that have big goals,

00:51:33.560 --> 00:51:36.530
they're still realistic because they're.

00:51:36.530 --> 00:51:39.200
So, yeah, that's what I'd say.

00:51:39.200 --> 00:51:41.630
But again, like with anything,

00:51:41.630 --> 00:51:44.010
if you want to get good
at something, just start.

00:51:44.010 --> 00:51:46.173
And so, you know, I know
I can say this for you

00:51:46.173 --> 00:51:48.060
as well as me.

00:51:48.060 --> 00:51:49.260
Some of the earlier articles,

00:51:49.260 --> 00:51:50.540
I would never show anyone

00:51:50.540 --> 00:51:52.850
'cause they're just horrendous, right?

00:51:52.850 --> 00:51:55.179
But, (laughs)

00:51:55.179 --> 00:51:57.420
but after doing it now for a
couple of years of brushing

00:51:57.420 --> 00:52:00.228
over a million words, I got kind of,

00:52:00.228 --> 00:52:02.490
a bit better at writing,
and being able to write

00:52:02.490 --> 00:52:05.001
in different voices and write
in different vernaculars.

00:52:05.001 --> 00:52:07.001
And that's what I think is so important.

00:52:08.053 --> 00:52:09.270
- Oh yeah, definitely.

00:52:09.270 --> 00:52:10.980
And I think like I'm reminded of something

00:52:10.980 --> 00:52:11.860
from Tony Robbins.

00:52:11.860 --> 00:52:15.480
Like we, "We overestimate
what we can do in a week

00:52:15.480 --> 00:52:17.699
and we underestimate what
we can do in five years."

00:52:17.699 --> 00:52:18.532
- Right, right, exactly.

00:52:18.532 --> 00:52:20.070
- It's like, when you're
planning out your goals,

00:52:20.070 --> 00:52:21.830
like just get it, just to make it happen.

00:52:21.830 --> 00:52:24.080
I like what you said on that,
like just start taking action.

00:52:24.080 --> 00:52:26.790
I mean, that's kind of our
whole thing here at ETA.

00:52:26.790 --> 00:52:28.694
That's like what we're all about, right?

00:52:28.694 --> 00:52:30.650
- (laughs) Exactly, take action, yeah.

00:52:30.650 --> 00:52:32.730
- Yep, so yeah, on that note,

00:52:32.730 --> 00:52:35.050
thank you so much for
doing this with me today.

00:52:35.050 --> 00:52:36.610
I think you've shared so much advice.

00:52:36.610 --> 00:52:38.160
I learned things.

00:52:38.160 --> 00:52:40.929
So like, I know this was good, right?

00:52:40.929 --> 00:52:42.780
- Lovely.
(Christina laughs)

00:52:42.780 --> 00:52:46.170
So entrepreneurs, guys, this
is your call to take action.

00:52:46.170 --> 00:52:49.370
Like join our community@etatoday.zone.

00:52:49.370 --> 00:52:50.540
You'll learn how to build a business

00:52:50.540 --> 00:52:54.170
that enables your lifestyle
without taking over your life.

00:52:54.170 --> 00:52:56.270
And you're gonna meet
experts just like A.J.

00:52:56.270 --> 00:52:58.000
that are hanging out in the community,

00:52:58.000 --> 00:53:00.930
teaching people really cool
things, sharing their knowledge.

00:53:00.930 --> 00:53:02.540
So definitely come join us over there.

00:53:02.540 --> 00:53:04.467
And until next time guys, bye

00:53:05.408 --> 00:53:07.991
(upbeat music)

 
About Christina Hooper

I help you turn your Superpowers into Sales so you can build a business that enables your lifestyle instead of taking over your life. I'm also StoryBrand Certified Guide, BMS Certified Coach, and DigitalMarketer Certified Partner.

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