Blog Content Modules
“This blog content modules theory is so useful, I’ve given this talk to multiple conferences and people change up the way they view content.”
There’s two main ways people think about writing a blog.
Method #1.) Quickly fire out tons of blog content.
This involves making 3-5 posts per week of low or average quality.
Method #2.) Write amazing resources that get linked, shared, and ranked.
This might mean only 1-2 articles per month, but they end up with more exposure in the long run.
To demonstrate this, I’d like to take a quick detour and tell you about two different blogs. I will explain this quick fairytale in the yellow box below!
– A TALE OF TWO BLOGS –
There was once a blog called NevBlog and it once was one of the first financial blogs online.
It’s founder was a solid 6-out-10 looking prince named Sir Neville Medhoralot.
Prince Neville tried his best to get lots of traffic to NevBlog, but he encountered a major problem.
Every time he would post there would be a bump in traffic, but then it would inevitably “dip” after a few days of not posting:
THE DREADED “DIP” WAS INEVITABLE
Prince Neville had no idea how to solve this at the time, so he did his best to just keep posting fast as he could, even if the quality of a post wasn’t amazing.
Prince Neville pumped out 1,023 posts yet traffic stayed roughly stagnant for 10+ years:
You see, Prince Neville had no plan for NevBlog:
- There was no planning for each article.
- He posted only on random stuff he liked.
- He valued “getting out a lot of posts” over everything.
These lazy habits put Prince Neville on a treadmill cycle of a “bump” of traffic, then a “dip” of traffic.
…BUT THEN SOMETHING CHANGED…
Prince Neville then started a new site called Kopywriting Kourse which had a specific purpose to teach copywriting.
Kopywriting Kourse only averaged 1-4 posts per month, yet traffic kept going up. It was somehow impervious to “The Dip!”
Prince Neville noticed a few things different about the content he was writing:
- He took a few minutes before writing to research the “Intent” of people reading.
- He spent extra hours trying to make post best in the world.
- He posted great content only around 1-3 times per month.
In due time Prince Neville noticed a “steady and consistent climb” in traffic.
This steady and dependable traffic lead to lots of signups everyday from just organic traffic:
This single section of the signup forms represented 332 new people signing up to the website that month…and that was only from 16 posts, whereas the full site had roughly 140+ posts.
The curse of “The Dip” had finally been removed from Prince Neville, and he then used the revenue generated from these posts to rent electric scooters and look hard!!
…and he lived happily ever after!
The moral of that (shitty) story was to show you that creating thought out and linkable content will eventually be the path to getting your content ranked…..which is good news, because simply pumping out lots of blog posts all the time sounds boring and lame.
SO HOW CAN WE MAKE TIMELESS CONTENT
(or salvage a non-performing piece of content)?
I searched “Things to do in Rio De Janeiro” and clicked to the 8th page:
With a random click, I stumbled on this site called Couple Travel the World (I don’t know these people at all and have zero affiliation with them….this is just an example I found):
Here was the post I stumbled upon:
Their post ranked for 17 keywords about Rio De Janeiro, but gets ZERO traffic:
Notice traffic is zero, and the highest position is #35:
So how can we salvage this post and make it bring in more traffic??
Do we make the post longer?
Do we add more images?
Do we just give up?
Nope…..none of that stuff will help us all that much. We need to breathe life into this post being a little more clever. Here’s how….
STEP 1.) CREATE AN “ANGLE”
Ok, the “Things to do in Rio De Janeiro” posts have been written, and judging by their stability, it’s going to be hard for a smaller blog to compete (not impossible, just hard).
The way you “sneak into the results” is by going smaller, which then might lead to going bigger.
So while looking at this particular blog, it seems to be about a couple who travels the world:
So it would kind of make sense that our angle could be something like:
😍 ROMANTIC 😍
💑 LOVE 💑
❤️ HONEYMOON ❤️
This actually seems like a pretty good angle, because there’s a decent amount of searches for this topic and angle:
So instead of a generic “Things to do in Rio De Janeiro” post (which is already dominated by big players like Loney Planet and Trip Advisor, what if we angle this post towards couples??
The way you “sneak into the results” is by going smaller, which then might lead to going bigger…and that’s exactly what we’ll do by angling our post towards lovers, honeymooners, and couples.
STEP 2.) SEX UP THAT HEADLINE!
The current headline on our article is very generic, and doesn’t match our new “angle” at all:
So let’s write out about 4 new possible headlines, and highlight the one we like best:
Headline: Romantic things to do in Rio De Janeiro
Headline: How to have a romantic trip in Rio De Janeiro (For couples, lovebirds, or honeymooners)!
Headline: Our romantic trip to Rio De Janeiro (With guides, maps, and list of things to do)
Headline: A Romantic Getaway Guide for Rio De Janeiro (Including hotels, restaurants, and things to do) 😍
That headline is much better and fits our angle perfectly. Let’s change it on our article:
STEP 3.) MAKE A GRABBING IMAGE
Let’s make an image that’s more in line with our new “Romantic” angle, because this image is so boring and lame…
How about we add a little “Love” and “Hearts” and pictures of the couple?? BAM!
Now if we slap our new headline and image together, we’ve got the start of something great!
Ok…..so we made a more clickbait-y headline and crazier image. Does this mean we’re done?
Oh no way! We have to really BRING IT if we want to write Timeless Content, and here’s how we’re gonna do it:
STEP 4.) ADD HELPFUL “MODULES” TO THE CONTENT
You see my friend, all blog posts are made up of different “Modules” you can put in to make it better. So we’re going to take you through all the different possible modules we can add into content.
A.) MAKE A “CHEAT SHEET” OR SUMMARY OR T.O.C.
Being the best resource in the world doesn’t mean being the LONGEST resource in the world.
Our job as copywriters is to transfer information into someone’s brain efficiently as possible. For this reason a helpful “Cheat Sheet” or “Summary” at the end of the post is super helpful.
Helpful hint: You can often turn this Summary into a helpful table of contents also!
– Is Rio de Janeiro Safe for couples?
– Fun and Romantic things to do in Rio de Janeiro
- Visit Ipanema Beach
- Tour a Rio de Janeiro Favela
- Best Rio Instragram Opportunity
- Hanging out on Copacabana Beach
- Ride the Santa Teresa Tram
- Visit the Metropolitan Cathedral of Saint Sebastian
- Visit Christ the Redeemer!
- Watch the sunset at Arpoador
- Stroll through the gorgeous National Library
– Where to Stay in Rio de Janeiro
- Rio CBD
- Rio Beaches
- 1900 Hotel
B.) MAKE UP YOUR OWN SCALE OR RATING SYSTEM
For a post like this, you don’t have to just use lots of words to rank places, you can create your own scoring system!
So for this post, we are going to rank every place by our new score:
THE RIO ROMANCE SCORE 😍
C.) PLOT OUT A HELPFUL MAP
When someone is visiting a new place, they often have little idea of WHERE things are. So why not plot it out for them?
This visual map makes it easy to get a sense of where everything is, and has the bonus of being fun to look at with pictures directly on it.
D.) EMBED A PICTURE GALLERY
There’s lots of images in that post, but adding them together in a gallery can be a fun and easy way for people to view them:
See all our pictures (with helpful captions):
You can even embed pictures from your social accounts and get some more followers!
E.) MAKE A “COST BREAKDOWN”
Obviously most people’s trips are determined by how much money they are willing to spend. A trip to Rio with $100,000 budget is going to be different than with an $800 budget.
So what if we breakdown the costs, possibly day-by-day so people can know what to expect, where to go for bargains, and where to avoid:
F.) MAKE A CALCULATOR
Instead of TELLING people how to do something, why not JUST DO IT FOR THEM using a calculator? Here’s an example of my Product Pricing Calculator that helps people work backwards how many units they need to sell to make a specific amount of money:
G.) MAKE A GENERATOR
You can build a tool that generates a bunch of something for the user. For example, this Title Generator makes tons of titles for someone right away:
H.) SCRAPE A DATASET AND ANALYZE IT
What if you scraped a bunch of data and analyzed it for readers? This would mean ONLY YOU have the information on your post! In this post we analyzed tons of scraped data from popular YouTube channels to see how many videos they posted before making it big:
H2.) GOOGLE DATASET ANALYSIS OF CRIME IN RIO
In the post by the couple traveling to Rio, what if they were to answer the question “Is Rio safe?” by analyzing a bunch of data taken from the Google Datasets Search?
I.) MAKE BIG LISTS OR TABLES
When we wanted to analyze copywriter salaries, instead of guesstimating what people make, we literally scraped data from every copywriting job listing and published the results with extensive (and sortable) tables and even a helpful synopsis:
J.) MAKE SHAREABLE TEMPLATES
Instead of writing elaborate content, often times I’ll just make free templates to give away, such as this Copywriting Command Center
We’ve given away stuff like full copywriting portfolios, followup email templates, and even fully made one pager flyers.
K.) GIVE AWAY THE PDF DOWNLOAD
You can easily make a pdf out of a blog post for free by pulling it into Google Docs and saving it as a PDF.
I do this with many of my blog posts such as this:
L.) GET VISITORS TO TAKE ANY ACTION NEXT
If a person reads your entire post, and has nothing to do after the post is done, it’s likely they will leave your site. Instead give them something to do!
See our pictures on Instagram →
Sign up to our newsletter →
Download this post →
Buy our guide →
Just giving them something else to look at can get more people to follow you, signup for your website or buy your products!
USEFUL CONTENT ADVICE:
Think of each post as a “product” or an “asset” that gets better over time.
You can forever change, update, and add to your posts. They are fluid, not static.
Create big-ass piece of content first → Break up into social posts
You can then link all your social posts to the big-ass post!
Social platforms are incentivized to make you feel there’s a lot of activity.
Seeing 84 hearts or likes feels good temporarily, but doesn’t create an asset.
Use social platforms to get traffic to your own site.
Site is asset, the platforms are just free advertising for your site.
It used to be ___X___
It used to be del.ic.iois. It used to be Digg. It used to be Craigslist. It used to be Orkut. It used to be MySpace. It used to be Xanga. It used to be Geocities. It used to be Friendster. It used to be Periscope. It used to be Meerkat. It used to be LinkedIn. It used to be LinkedIn posts. It used to be Google Video. It used to be Google Plus. It used to be Google AdSense. It used be Facebook Pages. It used to be Facebook Notes. It used to be Facebook Groups. It used to be Medium. It used to be Facebook Ads. It used to be Instagram posts. It used to be Instagram stories. It used to be Instagram TV. It used to be YouTube.
If you build an audience solely on one platform, it’s countdown till you’re fu****!
A random Instagram post doesn’t turn into a large piece of content…
…but a large piece of content can become countless social posts:
SUMMARY OF THIS ENTIRE POST:
Step 1.) Create an angle.
Step 2.) Sex up the headline.
Step 3.) Make a grabbing image.
Step 4.) Add more helpful modules:
– – – A.) Make a Cheat Sheet or Table of Contents.
– – – B.) Make your own scale or rating system.
– – – C.) Plot out a helpful map.
– – – D.) Embed a picture gallery.
– – – E.) Make a cost breakdown.
– – – F.) Make a calculator.
– – – G.) Make a generator.
– – – H.) Scrape a dataset and analyze it.
– – – I.) Make a big lists or tables.
– – – J.) Make shareable templates.
– – – K.) Give away a download.
– – – L.) Get visitors to take any action
Hopefully you learned something from this content strategy of making posts that stand out from the crowd using these helpful modules.