Tech Toucan

How to Create Epic Content For Your Authority Site

Producing exceptionally high quality content should be seen as critical for the authority site model.

Fantastic quality content is what helps to set you apart from your competitors.

It’s what makes visitors sit up and take notice – and possibly even share your site with others. 

A site filled with the best content in your niche also makes link building a much easier task.

Oddly, therefore, I have found that content creation is often the least talked about aspect of building an authority site or a blog.

Quite why this is, I do not know. However, in this section of the course I want to remedy that situation for you. Here are just a few of the things that we’re going to cover:

  • 12 ways to brainstorm winning content ideas
  • How to balance commercial and informational content
  • 7 critical types of blog content that you should know
  • How to turn an article idea into a polished final article
  • Handy tips for writing high quality content quicker
  • How to format your blog posts in WordPress
  • 7 insanely effective ways to make your content stand out from the crowd

By the end of this section you should have enough knowledge to brainstorm, plan, create and publish the best possible content on your site. 

The 7 Different Types of High Performing Content You Can Produce 

Blogging but not getting any results? Need more traffic or trying to figure out how to make money online? Follow this guide and discover the types of content that really get results for bloggers.

Many traditional bloggers write just one kind of article. It’s often just a short piece of content, discussing a single topic. However, there are far more types of content that the authority site owner may wish to consider.

Here are seven of the most effective content types you should be aware of…

  • Hero Content
  • Hub Content
  • Toplists
  • Reviews
  • Roundups
  • Resources
  • Supporting Pages

Let’s look a little more deeply at each of these in turn, so you fully understand the definition of each, the purpose and the benefits of each potential type of content you can add to your authority site.

Hero Content

Hero content is also known as “skyscraper” content or “pillar” content. Whichever term you opt to use, this type of content represents the most extensive, valuable article on a given subject.

It means choosing a topic to write about and then digging into it in insane depth.

It is, in essence, what I have tried to do with each section of this course, which now sits at over 150,000 words in length. How many other website owners have invested quite so much time and effort into producing such a volume of content – only to give it away for free?

The end result is an article of exceptional quality and value, and frequently one which stretches to thousands of words. I’ve written several pillar articles for my authority sites that are 10,000+ words long – that’s the length of many people’s university thesis!

In short, think of hero content as the single best piece of content on a particular topic.

And we’re not just meaning the best on your site – we mean the best bar none.

Clearly, producing such an article takes a huge amount of time and effort. Some of my pillar articles have taken weeks of work to write and edit, not to mention days of work to format them with images, graphs, videos, tables and more.

So why bother with all that effort?

In truth, there are three reasons…

Firstly, building links to skyscraper articles is much, much more effective when everyone else is producing traditional blog posts. The reason is obvious; they offer exceptional value and really stand out from the crowd.

While everyone else is writing 700 word long articles, if you reach out to other websites to show them your 7,000+ word beast, you can be pretty sure they’ll sit up and take notice!

The second reason is that Google seems to react very positively to these exhaustive pieces of content, and will frequently rank them for all manner of valuable keyword phrases. 

So while you might target a keyword phrase that gets just a few hundred searches a month, you’ll find that in time (and with a few backlinks) your article suddenly started to appear for hundreds of different phrases.

Suddenly that one article is producing a veritable avalanche of daily search engine traffic. 

Thirdly, and possibly most interesting of all, is that hero articles help to focus your link building efforts. Traditionally you might create ten pieces of content, then perhaps build one link to each piece.

While even a single link can help your content to rank, imagine the difference when you build all ten links to a single article. The impact can be incredible. 

Hero content may take considerable effort to research and write. I believe they are still worth the investment for really helping to make your site stand out while drawing in new visitors.

That said, it’s unrealistic that every article you write should be a pillar post – if you did this then you’d likely only produce a handful of articles each year – which could hardly be described as an empire. For this reason it’s also worth considering other types of content alongside your “pillar posts”.

Hub Content

We can think of “hub content” as a standard, traditional blog post. Often they’re instructional or educational in tone, teaching someone how to build a campfire, set up a tent or navigate by the stars.

Such articles can be harder to rank than pillar posts, and generally offer less value, but can be produced in greater volumes due to their more modest length. 

Such articles can work particularly well when you are engaged in social media marketing (meaning you have lots of content to share) and/or when combined with some hero articles. The reason is that the more authority your site has, the easier you’ll find it to get your hub articles to rank.

Toplists / Buyers Guides

A toplist can be thought of as a buyer’s guide – essentially an article outlining the top products in a very specific niche. So your dog training site might have an article entitled “The Best Dog Training Collars” while a fishing site might have “The Top 10 Reels for Bass Fishing”.

In essence these articles aim to discuss the product group in question, looking at what features you should look out for, notable brands etc. Just as importantly it then outlines a list of popular products, highlighting the pros and cons of each one.

As I’m sure you can imagine after our discussion on commercial keywords in an earlier section, someone typing in the same phrases above is certainly in a “buying” frame of mind.

By including affiliate links within the article we anticipate that a fair number of people will click through and purchase such a product. In doing so, we earn a commission.


Product reviews are another powerful way to target commercial keyword phrases.

Potentially any product in your niche can be reviewed, and affiliate links can be included.

Indeed, reviews can even be used in conjunction with your buyers guides, filtering people from your toplist through to your individual product reviews, each of which is more extensive than the shorter “summary” review you’ll include for each product mentioned in your toplist.


A roundup article, as the name suggests, gathers together information from a range of sources and presents them in one cohesive article. Some bloggers, for example, opt to round-up their favorite blog posts that they’ve stumbled across this week or this month. This can be a great way to connect with other bloggers, and potentially grow your traffic.

Other bloggers opt to create a round-up post based on the happenings in their own life. Personal finance bloggers frequently post a monthly round-up of how much money they’ve saved, how their investments are performing, or how their new business idea if progressing.

Small business blogs often run a monthly feature discussing their traffic and revenue from the last month. These are often infused with affiliate links to the products and services they use to generate these figures.

Lastly, some bloggers create “expert roundups” where they ask a potent and relevant question to dozens of experts in their field, then collate all the answers into a single blog post. An example might be “25 Experts Reveal Their Top Affiliate Program” or “30 Teachers Reveal Their Tips for Keeping Students Engaged”.

The benefit here is that the experts included can often be recruited to help grow your traffic, as many willingly share the article in which they feature on social media or even link to it.

As you can see, these round-ups can have a number of benefits.

Firstly, they offer new opportunities to attract traffic to your blog.

Secondly, they provide some potential opportunities to include more affiliate links.

Lastly, if you opt to carry out a regular round-up, this can become a part of your ongoing content. It’s almost like a “soap opera” that keeps drawing visitors back, time and again, wanting to see how you’re progressing with those goals you set.

They have the potential to increase readership, therefore, and can also make planning out your content that much easier thanks to their “recurring” nature.


When you’re deeply involved in a niche you’ll develop your own list of favorite resources.

Maybe these are useful websites that you like to visit.

Perhaps they’re online tools, or products and services that you rely on.

The thing is that other people would benefit from your recommendations; they often want to know what resources you recommend. If you had an authority site about keeping marine fish, for example, it would be handy for new visitors to be able to quickly discover what aquarium heaters you use (and why), what protein skimmers you rely on, and the choice of lighting that works best for you.

Many site owners have found that such a “resources” page – complete with affiliate links – becomes one of their most profitable pages on their whole site, specifically because readers enjoy learning your secret resources.

Supporting Pages

Finally, let’s remember that not all content is necessarily “interesting” and share-worthy. We also typically need some supporting pages – things like a Terms & Conditions, Privacy Policy and a Contact Us page.

While these pages might be far from the most exciting that you produce they are important. Some monetization options – like Adsense, for example – expect you to have these pages on your site at all times.

Additionally, of course, a contact page allows potential advertisers, not to mention readers, to send you an email.

Once your site becomes established you’ll be surprised just how many profitable opportunities come your way thanks to having a contact page.

Fortunately, these are the easiest pages of all to create, and once they’re done they very rarely need updating. In other words, they can be seen as part of your overall site setup, and then once linked to somewhere obvious (typically your header or footer) they can then be largely forgotten about.

Commercial Content vs Informational Content

It should be no surprise that some of your blog posts are going to be more profitable than others.

While your how-to guides and news-type blog posts may generate some revenue, its the articles that target commercial phrases that tend to become the big earners.

Those product reviews and buyers guides will likely be your main source of income.

But if that’s the case, why not just produce product-related content and forget about the articles with less commercial value?

Link Bait

For your site to be successful you’re going to need a lot of visitors. Possibly the most valuable traffic of all are those people arriving from the search engines. And to rank in the search engines you’re going to need some links pointing to your website.

So consider your authority site from the perspective of a potential linker. Are they going to be more likely to link to a website that is just filled with product reviews, or one that also offers insane amounts of value in the form of informational content?

Will a website about dog training be more valuable to visitors – and hence find it easier to attract links – if it is just full of dog training product reviews, or if it has hundreds of articles, videos, tips and downloads to help you train your dog?

I think it’s fair to say that the second site will find life a lot easier.

Think of the informational content you produce as part of the “cost” of marketing your site. Aim to create a blog that genuinely offers exceptional levels of value, and make your more commercial content only a tiny section of that overall content volume.

Social Shares

Just because search engine visitors are the most valuable from a commercial perspective, don’t make the mistake of assuming that visitors from social media sites are worthless.

Many bloggers receive insane volumes of traffic from Facebook, Pinterest and so on. And you can bet your bottom dollar that these visitors are clicking on adverts and generating revenue.

Once again, though, commercial content doesn’t lend itself well to social media. Would you be more likely to click on an article entitled “101 Epic Upcycling Projects for Your Garden” or “Top Paint Stripping Tools”?

I think the answer is obvious.

You need those informational articles if you want to promote your site effectively on social media.

Repeat Visitors / Subscribers

Digital marketing is hard work.

Every visitor must be worked for – especially in the early days.

As a result, it makes sense to retain as many of those first-time visitors as possible, and then get them coming back time and again. In other words, we want to grow a list of subscribers.

Imagine for a moment that you’re passionate about baseball, and you just stumbled across a baseball website. Would you be more likely to subscribe to it – either in your feed reader or via email – if it offered nothing but product reviews? Probably not.

You might stumble across such a site while looking for a new baseball mitt, but unless there was other insanely-valuable content present you probably wouldn’t bother returning.

Remember that algorithms change. What works for SEO or social media right now might not be quite so effective in the future. Retaining as many visitors as you can, and turning them into repeat visitors, is a crucial tool for authority site success.

Enjoyable Content Production

Variety is the spice of life, and so it is with content creation.

Producing a never-ending supply of product reviews can get stale pretty quickly. However, when you’re focusing on producing a wide variety of content types it can make the writing more enjoyable for you as the blogger and site owner.

Traffic Redirection

Just because a visitor arrives at an informational article that you’ve published doesn’t necessarily mean they have to stay there. It’s possible to redirect some of this traffic to your more commercial content.

If you landed on my article about beginners tips for programming in JavaScript, it’s entirely natural that I might mention – and then link to – my roundup post of the best JavaScript programming books, courses or tools.

At least a few of my readers will click through, and a few will probably end up purchasing something through my links.

In other words, informational content can, when well-written, actually increase traffic to your commercial posts, and have a positive impact on your revenue.

Manual Reviews

While it doesn’t happen often, Google has a team of staff who manually review websites. They literally come and visit your site in order to decide if your site offers value or not. A bed review can result in reduced organic search traffic – or even a penalty.

Remember that the authority site model is all about working with the search engines and providing genuine value. We want our visitors – even Google employees – to land on our site and think “wow – now this is a great site”.

Large volumes of high quality informational content helps us to achieve this.

Finding the Balance Between Commercial & Informational Content

The message here is that while a site filled with “commercial” content may be more profitable on a per-page basis, I believe there lots of reasons why a more balanced “diet” of content makes sense.

For this reason I would suggest that you aim to provide a reasonable balance between heavily monetized or commercial content and more informational topics.

Personally, I focus primarily on informational content in the first few months after starting a new site. Now, certainly, I will include a few affiliate links here and there in my articles but I don’t start adding the real commercial content until I start to grow my authority and see residual traffic coming in from social media and the search engines.

Even at this point, I probably aim for no more than 10% truly commercial content; this means I’m publishing nine or ten informational posts for every hardcore review or buyers guide.

12 Ways to Brainstorm Winning Content Ideas

Brainstorm winning blog post ideas and create content that truly transforms your results. Written by a professional blogger, this is the only blog post writing guide you'll need.

The worst thing that can possibly happen to a blogger or authority site owner is running out of content ideas. Luckily, there are a whole host of tools and strategies that can help you to brainstorm so many content ideas that you’ll always have something to write about.

In this section we’re going to talk about some of my favorite tips, tools and strategies for quickly brainstorming a long list of effective content ideas for your site.

Before we start I suggest that you set up a new text document on your computer (I like to use Google Sheets) to record all your content ideas. Lets get started…


SEMRush is probably my single favorite tool for content brainstorming because it helps to reveal exactly what your competition are ranking for, so you too can target these phrases.

If we know, for example, that your competitor’s top driver of visitors from the search engines targets “best bluetooth earphones for running” then we too can produce a similar article

Except that we can make ours better, and build a few links to it too.

Soon enough we’ll be ranking for that phrase, and drawing in a whole load more traffic.

Here’s how to do it…

Firstly, we want a list of other sites in your niche. There are a variety of ways to find these, including carrying out relevant searches in Google, referring to AllTop or looking for lists of blogs in your niche.

Once this list is gathered we want to gather their Domain Authority scores, and then rank them from lowest to highest. The reason is simple: we’re going to focus on sites with minimal authority; if they can rank for certain keyword phrases then we probably can too.

For new websites, I would suggest focusing on sites with a Domain Authority of 25 or less. For more established sites focus on those sites with an authority score equal to, or less than, that of your own site.

We then pop the selected sites into SEMRush one by one, minus the http:// beginning.

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Here you’ll see a whole load of data appear, so look for the “Top Organic Keywords” section and click on “View full report”.

Content 2

SEMRush will then spit out a whole list of keyword phrases that each site ranks for.

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This information is gold!

As we’ve carefully selected only sites with minimal authority we can feel confident that we too could rank for these phrases.

Add each relevant phrase that you find to your content brainstorming spreadsheet.

Often this tip alone will unveil a crazy volume of high quality content ideas, which also offer the best possible opportunity to draw in search engine traffic.

Sign up for SEMRush here.

Keyword Research

If you want to draw residual traffic from the search engines then its critical that you’re targeting the right keyword phrases.

SEMRush gives us a good starting point, but there’s more we can do here… 

I like to brainstorm a list of potential “seed keywords” or broad ideas that relate to the topic of our authority site or blog. For a website about hiking we might consider phrases like:

  • “hiking trails”
  • “wild camping”
  • “hiking boots”

In a very short space of time one can quickly generate dozens of these seed keywords.

We then use this initial keyword list as a basis for our keyword research.

Personally I like to use a tool called KWFinder for the keyword research process. I just put each keyword into the tool, allowing it to turn each seed keyword into hundreds more ideas.

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I then sort through the results looking for those with the lowest competition. Note, in the screen capture below, the scores on the right-hand side. The lower these are, the less competitive my keywords are.

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If you haven’t already, I suggest you read through the detailed section on keyword research here which reveals the process in depth.

Backlink Analysis

We know that getting links to our blog or authority site is a key factor in the success of your site. Boiled down to its most simple: more links – from higher quality websites – means more traffic for you (and so more revenue).

All too often bloggers and affiliate marketers get things backward; they write an article and then trying looking for ways to build links to it.

While this does work, a rather easier option is to create the kind of content that other websites are already linking to. 

Another useful tip for brainstorming content ideas – especially for hero content – is to see which articles on competing sites have received the most links.

  • Are there certain topics that seem to resonate strongly with your audience?
  • Why are other websites linking to these particular articles?
  • Most importantly, could we realistically create an article that is even better to the one being linked to?

If the answer is “yes” then creating such content, then contacting the sites already linking to similar articles, can be a great way to build our backlink profile.

For this technique you’ll once again want your list of competitor sites. We then place each one in turn into your backlink analysis tool of choice (SEO Profiler, Ahrefs and Majestic are all good options) then just see which articles have the most external links pointing to them.

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Make a note of each of these content pieces, ideally together with the sites that are linking to them, to make promoting such articles easier.

Content Gaps

Imagine that all the content on your authority site are chapters in a book.

Ask yourself what chapters are missing to complete the book.

For example, imagine we have an affiliate site about camping. We have written a number of articles about tents recently; we’ve examine the features to look for in a tent, we’ve considered the top tents in certain price brackets, and we’ve looked at how to get a good night’s sleep in a tent.

But what else could we add?

Perhaps we could write about how to pitch a tent, or how to pack down at the end as quickly as possible?

Maybe we could talk about tent maintenance, or securing your tent in high winds?

All of these supplementary articles add to the overall value of our site, helping to make it an authority.

They can also be naturally linked together, which further helps to push visitors around our site, and keep them there as long as possible.  


Answering questions can be a powerful source of authority content.

If you know what questions people are asking – and therefore probably searching for – then you’re perfectly positioned to answer these questions on your site. Even better, the competition for question-related searches tends to be much lower than for other types of content, helping you draw in considerable volumes of readers for minimal effort.

However there are two other reasons why answering common questions is a good idea.

The first of these is that Google has started to include the answers to questions in their “featured snippets”. This means that your article has the potential to rank right at the top of the search results, drawing in new visitors to your website.

Secondly, if you’re answering the types of questions that get asked regularly then you have a simple promotional avenue; you can jump on forums, or social media sites like Quora, and actually answer the question with your link next time it gets asked.

Interestingly, I’ve found that my question/answer posts quite often attract natural links, as the question is asked on a forum or the comments section of a blog post, and someone then pastes in a link to my article in answer.

It’s one of the easiest ways I’ve found to naturally attract backlinks without having to do any work.  

But how do you find the questions that other people are asking in your niche? There are three options here:

Answer the Public

First and foremost you can use the free Answer the Public tool. Simply type in a broad keyword phrase related to your chosen niche and it’ll spit out dozens of relevant questions asked in the search engines.

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Keyword Research

Secondly you can use your trusty keyword research tool such as KWFinder and use questions as your seed keywords. Examples of question-related keyword phrases might include:

  • “Why do dogs”
  • “How do farmers”
  • “How to make”

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Lastly, of course, forums were designed specifically for people to ask and answer questions. If you can find some relevant forums in the same niche as your website you can therefore use these to generate article ideas.

On the one hand you can simply leaf through the recent posts to see if there are certain questions that keep on cropping up time and again.

Rather more excitingly, however, you can pop each forum into SEMRush to see what questions they’re ranking for. As forums tend to have quite a low authority level, its likely you can rank well for any of the ideas that SEMRush spits out.

Affiliate Programs

If there’s one thing that many bloggers struggle with, its trying to figure out how to crowbar affiliate links into their content.

You’re happily blogging away about your travels around Peru when you suddenly stumble across a fantastic affiliate program for cheap flights, which promises to pay you a healthy commission. What do you do?

One of the best strategies I have come across is to turn this on it’s head. Start with the affiliate program, not the article topic.

Don’t think “how can I get this affiliate link into an article about travel in South America?” but instead think “what can I write about travel that would naturally include this link?”

Perhaps, in this example, we’d want to write an article about “Five Ways to Save Money on Flights” or perhaps more broadly “How Anyone Can Afford to Visit Peru”.

Maybe we’d try to be even more subtle; maybe we’d write some sample travel itineraries for a 7 day or 14 day visit, mentioning where to look for cheap flights.

Maybe we’d write about “The 10 Websites You Must Visit Before Arriving in Peru” and so on.

There are potentially dozens of ways to carefully craft an article in such a way that it mentions your affiliate partners in one way or another – all you need to do is construct the article around the link, rather than trying to artificially force the link into a mismatched article.

Headline Generators

There are a whole host of headline generators, designed to help you brainstorm content ideas.

All you need to do is to type in some broad keyword phrases, click the button and let the tool make suggestions.

In truth, some of the suggestions probably won’t be very good, but every so often you stumble across a “diamond in the rough” that would be perfect for your authority site.

Click here to find a list of my favorite headline generators.

Ask Your Audience

One of the most effective ways to brainstorm content ideas, especially once you start to receive some modest levels of traffic, is simply to ask your visitors what they’d like to read about.

There are a number of ways that this can be accomplished.

I like to create a form that people are sent to after they sign up for my email list. After they’ve entered their name and email, rather than simply being forwarded to a traditional “thank you for subscribing” page, they are instead sent through to a secondary form.

This form asks them what they’d like to learn from you.

Using such a strategy has proven to be incredibly powerful for me.

Not only do I get actual advice from real readers – helping me set the tone for future content – but I also get to know my readers a little better. You’d be surprised just how open some people are with their current situation, their experiences and any issues they’re having.

In reading these responses you’ll get a better idea of the language that your readers use, and you’ll start to build up a mental image of them as an individual. After a fair number of these responses you’ll develop a “sixth sense” about who is reading your site, and what might appeal to them.

Responding to these questions personally can also be a great way to build relationships with your new readers.

What’s more, if you have already covered their questions on your site, this can be a great opportunity to send them links to the articles that you think would help. In doing so you’ll not only drive that reader back to your site (meaning more potential revenue) but you’ll be helping them out by directly replying to their questions. What could be better?

Products You Use

If you’re passionate about the niche that your authority site or blog is in then it’s entirely possible that you own products or use services that relate to it.

Someone who owns a blog about travelling in Costa Rica probably has a wealth of experience staying in hotels, figuring out the transportation system, getting to grips with travel insurance and more.

All of these things have exceptional value – because they’re based around your own unique experiences.

If someone was trying to decide which hotel to visit in La Fortuna, wouldn’t it make sense to look for reviews? And wouldn’t a review from a first-person perspective, including your own photos offer value?

Even better, some of these products and services might even have affiliate programs – meaning you can not only produce top-quality content but also potentially earn a commission into the bargain.

News Items

If you look hard enough, there’ll be news items happening in your niche. Admittedly some niches are easier than others – for example there always seems to be something happening in the world of sports or travel. But even smaller niches may have things happening that you can write about.

One of my favorite tips is to look for companies or products that are being discontinued – especially if they seem particularly popular.

The reasons are simple: firstly, lots of their fans may not know this yet, and secondly lots of people are likely to be looking for alternatives.

Being the first on the scene to discuss the demise of a certain product, and recommend suitable alternatives can be a very effective (and profitable) idea.


Retailers know that our purchases change with the seasons. We buy more shorts in the summer, and more sweaters in the winter.

But the same applies to loads of other niches out there. If your authority site or blog focuses on skin care products then you may want to consider writing an article about protecting your skin from the sun as July rolls around, while in January you could write about preventing dry skin caused by central heating.

Spend some time considering how seasonality might affect your niche, and how you could capitalize on this increased interest in certain topics.

Annual Events

What relevant events happen in your niche each year? These can often be great sources of content inspiration, as well as addressing topics that will be at the forefront of your audience’s mind.

If your blog was all about tennis skills, then writing about Wimbledon in June, or the French Opens, might be a great idea. You could discuss how to get (last minute) tickets, which hotels to stay in and so on.

Also, don’t forget about major holidays – many of which can be a ripe source of content ideas. How about top tennis-related gifts for Christmas, or mother’s day? How about tennis-related halloween outfits?

How to Plan Out Your Site Content

If you’ve followed all the steps up to this point then you’ll understand the main types of content that you can be produce.

You’ll also understand how to find an almost limitless supply of topics that will not only interest appeal to your audience but also draw in visitors.

The next question is therefore how to tie all these various items together in order to produce an effective editorial calendar…

What is an Editorial Calendar?

An editorial calendar is simply a document that helps you to plan out what you’ll be publishing, and what date it will go live on your site. With this information in hand, you can work backwards so you know exactly what articles you need to write when, in order to maintain the flow of top-quality content.

While many traditional bloggers simply write content when they feel like it, and based around whatever topic comes to mind, the authority site model is such that we want to try and stay organized. There are a number of benefits of this:


You’ve no doubt stumbled across at least a few sites in your time that haven’t been updated in months – even years. Such “dead sites” don’t look great, and the results they generate tend to drop over time. Keeping your site “live” and active is therefore a crucial part of this business model.

We need to maintain older content to ensure it’s accuracy, but we also need to be producing new content regularly to keep visitors coming back for more.

Of course, the more content you’re adding, the faster your site will grow too.

Making a plan therefore helps to keep you accountable. Without a plan it’s all too easy to simply think “I’m not in the mood” to write today, or that you’ll do it “tomorrow”.

All too often tomorrow never comes, and suddenly you realize that you haven’t added a new article in months, and your traffic and revenue is dropping rapidly.

Your content calendar is the solution; it creates a structure and sets goals, to help you constantly work towards growing your site traffic and revenue.

Beating Writer’s Block

There’s nothing worse than finally deciding what you’re going to write an article, only to sit down at the computer to find that nothing comes.

What on earth should you write about?

It’s one of the most painful experiences us bloggers have to deal with.

Once again, once you have a content calendar all planned out, you never need worry about this again. You simply open up your plan, identify the next topic you’re going to cover and get writing.

No messing around looking for ideas – you can instead focus 100% of your attention on producing the best piece of content possible on the chosen keyword phrase.

Maintaining Balance of Commercial vs Information Content

Certain types of content tend to be far more profitable than others. Buyers guides, for example, tend to bring in far more revenue than a general “how to” article. It’s tempting, therefore, to just focus on producing commercial content, without any consideration about the more entertaining posts.

On the other hand, many bloggers and site owners love to produce these informational articles as they’re a generally a lot more fun to produce. So much fun, in fact, that they ignore the more commercial content altogether, robbing themselves of revenue.

Your content calendar helps to balance these two forces out; ensuring that you’re producing enough commercial content to keep driving your revenue, but not so much as to overwhelm your visitors.

Makes Outsourcing Easier

Many authority site owners end up outsourcing at least some of their content sooner or later. Doing so lets you grow your site faster, by utilizing the skills of other writers.

Alternatively, it means you can still produce a range of different content types, but without having to struggle through the pieces you don’t enjoy.

Having a plan of action makes this easier. You’ll be able to see quite easily what content you’re planning to produce in the near future and can easily pick and choose the pieces you’ll write and the ones you’ll outsource.

The Simplest Way to Create an Effective Content Calendar

Over the years I tested out all sorts of ways to plan out my content in advance. In this section I’d like to discuss the concept that I use now, which is both the simplest and the most effective strategy I have found.

Define Your Content Types

The first step in producing a content calendar is defining what types of content you plan to produce. A simple example might be that I like the idea of writing:

  • How-to content
  • Buyers guides
  • Round-up posts
  • Interviews

So that’s four main content types that I’m planning to produce for my site over the next few months.

Choose a Posting Frequency

The next question is how often you plan to actually add content to your site. In truth, some people will simply add content when they have the inclination. However in order to “force” myself to keep on adding content – and hence growing my authority site or blog – I like to set a schedule.

How often you post really isn’t critical. Forget about the common question of “how often should I be posting to my site?”.

The key thing to consider here are how often can you realistically add content to your site while still maintaining the quality we need?

Your answer will depend on a whole host of factors, from how proficient you are at writing, to how much time you have available each week.

If you’re working full time, and you’re planning to do the majority of the writing yourself, then posting more than once a week might be a struggle. Equally, posting once each month probably isn’t going to grow your revenue as quickly as you might like.

So consider your own personal circumstances and decide what is realistic for you. Personally, I tend to stick to roughly once a week for sites where I produce all the content, and two or three times a week where I’m also outsourcing content. Remember that outsourcing costs money, but speeds up how quickly your site develops.

Let’s assume in this example that you’re going to be posting once a week.

Set Your Schedule

Now you know how often you’ll be publishing content on your site, the next question is what day(s) you’ll be doing this.

Remember that you can publish content even on days that you’re busy thanks to WordPress’ scheduling feature. Even if you only have a few hours each Saturday to devote to your site, your articles can still go live on a Monday, or a Wednesday, for example.

For the sake of argument, we’re going to assume that I have decided that Monday is the best day to publish new content.

In truth, I haven’t found the day of the week makes a huge difference to the impact of an article, though some people like to use their analytics to figure out which day they get the most traffic – and to launch new articles on this day for maximum visibility.

Categorize Your Content Ideas

Once you know the types of content you’ll be publishing, and how often these will be added to your site, you can then set about actually creating categories. One of the easiest solutions is to simply start a spreadsheet, with a column for each content type.

Then, using the content generation tips we’ve covered elsewhere, work to fill these columns with as many ideas as possible.


Its no secret that we tend to look for recipes for salads in summer, and roast dinners in winter. So consider also if any of your content ideas relate specifically to a certain season, then try to fit them in appropriately.

The same goes for annual events; from sporting fixtures to the many National Days we see each year. Is there a logical time to publish any of your content, which would neatly fit in with the seasonal interest at that time?

Complete Your Content Calendar

By now you’ve brainstormed a whole host of ideas. You’ve categorized these into the different content types you plan to produce, and you’ve thought about both upcoming seasonal events, and the logical order of your content.

Now all you need to do is fill up your calendar, matching days and dates to content pieces.

In this way we can be confident that your readers will receive a varied diet of different types of content, each one of which has been carefully considered based on the other content on your site and what is most likely to appeal to your readers.

How to Turn Keyword Ideas into Articles

Lets assume that you’ve got an idea for an article. Maybe you’ve carefully used SEMRush or KWFinder to source a long list of potential target keyword phrases. Alternatively you might have noticed that a particular topic seems particularly “link-worthy” in your niche.

Now you need to actually write an article around it.

Where on earth do we even start?

In this section I’ll walk you through my process for turning a keyword phrase or concept into a finished article…

Competitor Research

One greatly under-used technique used by authority site builders is simply to take hints from whatever is already working.

The simplest solution here is to type your target keyword phrase into Google, and open up each of the top ten webpages already ranking.

Open up your notebook (or a text editor like Google Docs) and start making notes about what you find. Look particularly for common themes:

  • Are there specific topics or phrases that they use?
  • What style and length of content are those pages using?
  • Where are the “gaps” – the things you could improve on?

Also, note down any affiliate links to products or services that you find – you might also be able to weave these in your own article.

Pay particular attention to the sites with lower authority and minimal links, as these sites have done particularly well to rank for your target keyword phrase.

Related Phrases

Another handy source of research can be looking for phrases and topics that are closely related to the article you plan to write.

The reason is simple: if you can understand the “subtopics” that people are looking for when entering your target phrase, then we can address these accurately in our article.

Not only does this make our piece of content more valuable to visitors, but we also increase the chances of ranking for these supplementary keyword phrases, alongside our main priority.

But how do we do this?

Related Questions

When you enter a search term into Google, it’s quite common to find that Google also suggests related questions. Here’s an example:

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Each of these questions are being inserted because Google understands they’re often what people really want to know about a subject. So make a note of these, and we can decide which ones we’re going to include a little later on.

Related Searches

In the same Google search, scroll down to the very bottom of the page, and look at the related searches:

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Here, too, we’ll often find a range of supplementary phrases that are of interest to our audience.

References / Resources

The best pieces of content are “authority” articles. They bring together references and resources to prove, support or legitimize points made.

When you’re referencing trusted resources, not only does it make your writing “stronger” and more convincing, but it also makes it more authoritative.

So while this won’t apply to every article you write, when possible try to include facts and statistics, particularly when they’re produced by respected authorities. Think of statistics provided by banks, or the government, or scientists, or well-known experts in your niche.

Depending on the type of article that you’re writing, it can be wise to either use Google Scholar to search for scientific and medical research, or to simply search Google for “keyword + facts OR statistics”.

To get the most recent data, consider limiting your search to the last year, or add a date modifier into your search term (i.e. “keyword statistics 2017”).

Again, note down any stats and data that might be of interest to your audience, and also record the URL where you found it.

User Intent

The final aspect to consider is our old friend user intent.

Simply put, what is the person typing in this keyword phrase really hoping to achieve?

What do they want to learn, research or purchase? How can we make our article the answer to their question?

Jot down any ideas that might help to make your piece of content as extensive and exhaustive as possible.

If we were writing an article targeting “solar garden lighting” then perhaps we’d logically want to discuss what different types of outdoor solar lights there were, how to decide how bright the lights will be, and where to place them in your garden.

Are expensive solar lights really better than cheaper ones?

What common problems do people experience, and how do you get around these?

Just brainstorm for a few moments and make a note of your ideas.

Remember that you don’t just have to think in terms of written words here. Are there other elements that might be beneficial? Would a topic be better understood if displayed in the form of a video, graphic, table or graph? Now is the time to consider all these options.

Depending on the niche you’re in, and the complexity of the subject you’re targeting, this whole research process needn’t take too long. I personally reckon on around 30 minutes of research per article. Sometimes (much) more, but frequently less, especially if it’s a subject I know quite well or I’ve written something closely related in the past.

The benefit of this process is that you’ll never struggle for ideas of what to write about (no more writer’s block!) because you’ve got a whole list of writing prompts.

Additionally, we’ve done enough research to have a fair idea of what readers are looking for, and what is working well in the search engines right now. These is all powerful information that can make writing a top-quality piece of content not only quicker, but also produce better end results.

Pro Tip: I very rarely write a single piece of content. Instead, I produce them in batches. I have personally found that researching a number of articles, one after the other, then doing the writing works well for me. This is in contrast to researching and then writing an individual article, then starting the process all over again.

Right, so you’ve done your research. That basic keyword phrase now has a whole lot of resources associated with it. You know what high ranking articles contain, you’ve looked for statistics and resources, you’ve investigated closely related questions and phrases and you’ve considered user intent.

In other words, you have a whole load of information now on which to base your winning article.

So lets move on, and actually put “pen to paper” (or “finger to keyboard”) and turn your research into a great quality article as quickly and efficiently as possible…

How to Write a Killer Article Title Every Time

Never underestimate the power of your article title.

Think of it like the “advert for your article”. If your article title is strong then you’re going to find far more people clicking on your website in the search engine results and social media sites.

But what does a good article title look like?

The following points all help to turn a “so so” article title into a great one…

  • Use your target keyword phrase
  • Consider adding specific numbers
  • Make a big promise (what is the benefit of reading your article?)
  • Leave a “knowledge gap” that demands a reader click on your article to satisfy their curiosity

Let’s take an example. Let’s assume we want to write an article targeting the phrase “benefits of stand-up desks”.

Some oh-so-dull article titles (as used by thousands of bloggers around the world) might be:

  • The Benefits of Stand-Up Desks
  • Considering a Stand-Up Desk? Here are the Benefits

You get it, right? Boring, boring, boring.

Now lets apply some of the tips outlined above and see what else we could come up with:

  • 55 Incredible Benefits of Stand-Up Desks You Probably Don’t Know
  • Proven Benefits of Stand-Up Desks (According to Science)
  • 35 Benefits of Stand-Up Desks That Will Change Your Life
  • The Surprising Benefits of Stand-Up Desks According to 39 Experts

You get the idea, I hope. These article titles were quickly thrown together in just a few minutes, but I’m sure given a little bit of time you could come up with a whole load more.

The point is this: make your article titles scream for attention!

Not only will a great article title draw in visitors like bees to honey, but they can also help to set the direction of your article. They give you a theme or an angle, which makes researching your content all the easier.

Speaking of which, now you’ve turned your keyword research into click-worthy article headlines, lets talk about how to actually write your winning article…

How to Write High Quality Articles & Blog Posts in Record Time

Write top-quality blog posts in less time and transform your blogging results. Imagine how much more traffic you could get if you managed to publish twice as many articles each week...

If you’ve done your research properly you should be well prepared to write a solid article. You’ve got a target keyword phrase. You’ve found related topics and questions, you’ve seen what other (successful) websites are doing and you’ve brainstormed how to make your article the best one around. Now it’s time to start the “real” work.

It’s well-known that people don’t read quite the same way on the internet as they do paper-based magazines and books. Large blocks of text are difficult to read and quickly turn readers off.

Instead, readers like to see small chunks of text, broken into logical and easily-understood sections.

Visual imagery like pictures, videos and graphs help to make text more easily understood and approachable, while bold subheads draw the eye and maintain interest.

What this means is that most high quality articles are written in small chunks of text.

This actually makes writing such articles quite a bit easier. Using our previous research we can pick and choose our topics and subtopics to create an article plan. In essence we’re created a nested table of headlines and subheads that help to logically draw the reader through our piece of content.

As you can imagine, without any of the actual body of the article written, the topics we’ll be covering have been neatly organized and arranged into a logical flow. We’ve worked hard to factor as much of our research as possible into the plan, and addressed as many of the queries we located as possible.

Even better, once you’ve decided on what you’re going to cover, and you’ve decided on your subheads, filling in the gaps between sections is a lot easier.

Action Step: Take the research that you’ve done and try to construct a list of headlines and subheads now – all designed to meet user intent and cover the topic as fully as possible. 

Satisfyingly, once we reach this point, a lot of the hard work is already done.

The Benefits of Breaking Down Articles into Sections

Now all we need to do is to write the content for each section. In this way we can reduce the intimidating feeling of trying to write a 2,000 article on a subject, and instead simply try to write (for example) 20 articles of just 100 words each. And writing a hundred words is easy. Heck, I could do that on my cellphone.

But here’s another benefit of building this structure – the quality can go up immeasurably. By breaking down a big and potentially complex topic into much smaller chunks we’re forced to focus our attention on just that part. This helps us to avoid wasted words and other “fluff”.

Our only focus is making that tiny section as good as is humanly possible.

When we’re happy with it, we move on to the next.

Lastly, the benefit of using this structure means that we can write our article in pieces. We don’t need to write 2,000 words from start to finish, but can instead fill in our structure when we have time.

If you’re a busy person, and only have small pockets of free time each week, you can focus on just writing the odd section here and there, as you get time.

Being pulled away because your kids are fighting, or the phone is ringing, doesn’t need to be such a major problem any more.

All you need to do now is focus your attention on the next section on your list, and write as good an answer as you possibly can.

Keep moving until all the sections are done – though appreciate that the sections don’t necessarily have to be written in the order in which they’ll be presented. If you feel particularly inspired by one section then feel free to write this one first.

Alternatively, keep this one as a “reward” and do one of the duller sections first.

The key is simply to keep moving in the right direction at all times.

How to Edit Your Content – The Secret That Takes Your Writing From Good to Great

Over my years of writing content and working on client’s site, one of the most common issues I’ve found is poorly-produced content.

Many of us are seemingly blind as to how good (or otherwise) our content really is.

This is a shame – as it frequently holds back websites from their full potential.

In this section, therefore, I want to look at some simple tips for editing your content before you click publish.

As I’ve found time and again, a little editing can often take a reasonable article and make it great…

Why Edit Your Blog Content?

Our minds can be cruel.

We pour blood, sweat and tears into our writing, yet somehow don’t notice that spelling mistake, or the way we left a sentence unfinished, or how our carefully-constructed sentence doesn’t actually make any sense.

Somehow our brain knows what we meant, and therefore makes us blind to the obvious faults in our writing.

We proudly and confidently publish our latest work of art, only to find some weeks (or months!) later that it’s filled with mistakes, inaccuracies and problems.


Editing our content helps to avoid such problems.

It also makes them “crisper” and more succinct, helping to remove fluff and filler, and therefore making them more actionable, hard-hitting and valuable to readers. Editing can improve the “flow” of an article, so the various sections of your content work well together, and compliment each other – each section building on the last in a logical manner.

Having the patience to edit your content – and the modesty to admit that your work can probably be improved on – really can make all the difference to how readers respond when they finally land on your site.

And as we know, producing the best-possible content in your niche can also go a long, long way to making traffic-generation from link building and social media a much easier task.

My Favorite Content Editing Tool

There are a host of different tools designed to help you effectively edit your content. My personal favorite is Grammarly.

Sign up for free here, then install the extension on your browser. As you’re typing in WordPress you’ll find that Grammarly monitors your writing, and underlines any words that are misspelled, any punctuation problems and so on.

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Alternatively you can even paste entire articles into your Grammarly account and have it check everything you’ve written.

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If you have any concerns about your writing ability then Grammarly can make you a whole lot more confident about the articles you’re producing.

Take a closer look at Granmarly here.

What to Look For When Editing Content

So what should you look for when editing your own content? Here are some of my key recommendations based on editing hundreds of articles for other writers over the years…

Rule #1: Fresh Eyes

Firstly, never try to edit an article as soon as you’ve written it. All that content you just produced will still be lodged deep in your brain, and as a result you’ll happily skip over all the issues without even consciously being aware of them.

A better bet is to return to an article at least 24 hours after producing it. I like to wait even longer given the option.

Somehow looking at your article with fresh eyes like this makes identifying issues much easier.

Rule #2: Shorten Long Sentences

It’s easy for readers to get lost in long sentences. Sadly, its also very easy to write long sentences without realizing. So try going through your content and breaking down long sentences. Find ways to shorten each long sentence into two or more more succinct sections. Alternatively, ask yourself if you can delete some words without losing the message.

Of course, what applies to sentences also goes for paragraphs too. Note that most of the paragraphs on this site are just a few lines long. This makes for easier online reading.

Even if your highschool English teacher would have a fit, consider how you can break up long paragraphs.

Rule #3: Remove Fluff

It’s all too easy to fill an article with “fluff” that doesn’t really add anything.

I have found this to especially so in cases where a minimum word count has been set. Ask a freelance writer to produce 2,000 words on something that could have been said in 500 and just wait for all the padding to fill the gaps.

Be harsh. Aim to remove any words, sentences or even whole sections that don’t have a clearly defined purpose. Simply ask if each element is strictly necessary, and delete as appropriate.

Rule #4: Flow

Your content should flow naturally, from one subhead to the next. Nowhere should readers feel lost. So read your article from beginning to end to ensure there are no points where the flow breaks down.

Some bloggers find that actually reading their article out loud is a great way to find these breaks in flow.

How to Properly Format Your Blog Posts in WordPress

So you’ve written your article.

You’ve carefully edited it and used a tool like Grammarly to check for any spelling mistakes, grammatical errors or unnecessary fluff.

Now it’s time to actually upload your article to WordPress and get it published.

Basic Upload

Lets start off by getting your basic article uploaded.

To start with, navigate to Posts > Add New in WordPress. This will open the main window in which you can paste your article.

Pro Tip: Try writing your blog posts in a text editor like Google Docs, then paste it into WordPress. Writing your content in WordPress itself is risky, and many site owners have lost articles as a result.

Formatting content in WordPress 1

In the main post window that you’ve opened, paste the article title and main article body into the relevant boxes.

Select relevant tags and a category for your article.

Formatting content in WordPress 2

Choose a featured image if your site theme uses them.

Formatting content in WordPress 3

At this point you’ll be able to click on the “Preview” button in the right to check that your article looks OK.

Formatting content in WordPress 4

If you’re happy with the result then click on “Save Draft” to commit it to your site.

Formatting content in WordPress 5

Text Formatting Options

With the main article uploaded, we can now tweak the article content itself to format it rather more professionally.

Note the formatting options just above the main post window. By selecting blocks of text and then selecting options from this menu we can change their appearance quite easily.

Here are some of the more salient options available to you..

Firstly you can click on the “Add Media” button to insert images into your article as appropriate.

Formatting content in WordPress 6

Secondly, headlines and subheads can be easily formatted by selecting the appropriate content type from the dropdown menu.

Formatting content in WordPress 7

Text can be easily made bold or italics with the relevant buttons.

Formatting content in WordPress 8

Links can be added with ease.

Formatting content in WordPress 9

Once you’re happy, of course, you can click the “Publish” button to make the article live on your site.

Formatting content in WordPress 10

Formatting Plugins

Lastly, if you have opted to use a content formatting plugin like Thrive Content Builder or Shortcodes Ultimate then you can add the finishing touches to your article design.

7 Insanely Effective Ways to Make Your Content Stand Out from the Crowd

We bloggers have a major problem on our hands. It’s simply that building a website and creating content is no longer unusual – in fact it’s positively commonplace.

 Just how do you stand out where there are literally millions of other websites out there trying to achieve the same as you?

The answer is we need to be different. We need to be so unique that people sit up and take notice. That they share our content with their friends, or (if we’re lucky) to even link to us.

But how can we achieve this lofty goal…?


The first and most commonly-touted way to make your site stand out is with content “depth”.

Rather than just cruising over the surface of a subject you dive deep into it. Deeper than anyone else.

You’re writing an article about the dangers of sugar in your diet, and you mention that excessive sugar may contribute to diabetes. That’s enough for most people. But not you. You then go into detail to explain why and how this happens.

Suddenly a 500 word article turns into 3,000 meaty no-fluff words of quality content.

Depth can be a powerful ally for helping you stand out from the crowd, particularly if you discover that everyone else in your niche is just skirting over the basics of a topic.


It’s astonishing how different formatting can impact the success of an article. That piece of content written in a tiny font, with no spacing or paragraphs just looks too intimidating. So we click the back button. And Google notices.

These days, however, there are a wealth of ways to add formatting to your article to make it more attractive, more easily-read and more insightful.

We can use page builders like Thrive Content to add attractive boxes, bullet points and tables.

We can use royalty-free imagery to stand out.

We can add graphs and charts.

Even selecting an easy-to-read font, adding subheads and plenty of whitespace can make a huge difference to your article.

Not only does a well-formatted article help to draw the eye down the page, increasing onpage metrics, but you’ll find it’s a lot easier to build links to a website where every article just makes people go “wow!”.


Let’s imagine for a moment that you’re looking for soup recipes – specifically soups with sweet potato in. Which of these two pages is likely to satisfy your requirements more…?

Firstly, there’s an article with “depth”, where the author has given 10 different soup recipes, and explained in great detail the ingredients, preparation and nutritional benefits of each.

The second alternative is a cookery site that has a specific landing page gathering together 100+ different sweet potato soup recipes.

The answer, I would suggest, is the latter.

Some people might argue that content volume is equivalent to content depth, but the important difference here is that each of the individual articles doesn’t necessarily need to be the length of War & Peace.

In fact, on a recipe site each article may only be a few hundred words long – an ingredients list, cooking instructions and some nice imagery. After all, that’s all you really need!

One single article like this is really nothing to write home about – there are thousands of blogs with basic soup recipes on them. But gathering together as many of these as possible – in volume – and then linking to them all on one landing page – now that’s a valuable web page.


Marilyn Manson sung that “everything has been said before” – and it’s all too easy to feel like that about content.

Try doing a search in Google for “Pinterest marketing tips” and you’ll find hundreds of articles, all saying the same thing in different words. Pin great images, follow others, pin regularly. It’s all the same!

So how do you cover a topic that’s been done to death, without merging into the background?

The answer is often uniqueness.

You could, for example, give your article a unique angle – such as Pinterest marketing for real estate brokers. Or you could go personal, and explain your own unique experiences. You could show charts of your Pinterest traffic, and explain the impact of various things that you’ve tested.

All these experiences and the data you present is unique to you – so it makes your article different to anything else out there.


Most content focuses on a general audience.

Articles about SEO are about general ways to increase your search traffic.

Dog training articles provide basic information applicable to all dogs.

But it doesn’t have to be like that.

You can “zero in” on a sub-group and write an article that addresses them in particular.

Write an article specifically about training a Border Collie. Talk just about SEO for lawyers.

Go down the rabbit hole; you’ll often find that your article ends up being completely unique in the marketplace, which can make it particularly valuable.

After all, would a shepherding site rather link to a general dog training article, or one specifically about the world’s most popular herding dog?


Why should I trust your content more than anyone else’s?

What makes you enough of an expert to listen to?

Authority is the process of not just creating content, but accurate referencing and citing sources, to help back up your argument.

From well-known industry insiders to scientific research, creating a sense of “trust” in visitors – that your article is the best-researched piece of content out there – can also be a powerful way to stand out from the crowd.

It’s already happening in many health niches, but it’s far less prevalent elsewhere. Perhaps your article on protecting your computer can include all the latest data and statistics, backed up from verifiable resources and including quotes from Kaspersky, Norton and AVG.

User Experience

The final way to stand out in a sea of “me too” content is with user experience.

Consider adding in elements such as handy tools (think online calculators, for example), downloadable worksheets, links out to other useful articles on other sites, or a “Related Articles” section at the end of your content.

Minimize your use of popups and make your advertising rather more subtle.

Consider how your navigation could be improved.

While working on the recent relaunch of this site I decided that it might be useful to lay out the main pieces of content like an ebook – giving not just a table of content in longer pieces of content, but even allowing each article to act rather like a “chapter” in a book.

I wanted people to not just read on article, but to start scrolling forward to further chapters of the book.

How could you make your article or website the best possible experience for your visitors?

In Summary

Standing out online is more important now than ever before. And while being “different” is never easy, there are a whole host of options available to you.

The trick is getting to know your audience intimately; which of the ideas above simply aren’t being utilized in your niche? What are potential readers asking about online? What can you do to really wow your visitors?

Lastly, remember that the ideas outlined don’t have to be implemented exclusively; they’re even more effective when used together. Combine uniqueness with fantastic formatting, interactive elements and a fully-sourced reference list and notice just how much further your content travels. 

The Magic of Content Stacking

Somewhat ironically, figuring out how you’re going to drive revenue from a site is often the last thing that bloggers and authority site owners consider. This seems odd, bearing in mind the fact that so many of us produce these sites specifically to earn an extra income.

Content stacking aims to avoid this problem, making your authority site as profitable as possible, as soon as possible.

However this isn’t the only benefit of content stacking. It can also:

  • Attract more visitors to your site
  • Position you as an authority
  • Increase time on site
  • Drive visitors to more profitable pieces of content
  • Open up opportunities for new content creation

In other words, content stacking can be a very powerful strategy for building your blog or content site. It therefore seems odd that so people are really discussing this under-used – yet tremendously powerful – concept.

What is Content Stacking?

The best way to explain the concept of content stacking is to consider all the articles on your site right now. We’ll call this your “editorial calendar”.

Generally-speaking we bloggers and authority site owners produce new content for one of two primary reasons: either because we’ve done some keyword research and determined that this would be a good target, or simply because the idea pops into our heads and we decide to write about it.

While there’s nothing inherently wrong with either strategy, the concept of content stacking allows us to be rather more organized and refined in our thinking, producing content on the right topics, and in the right order, that they positively support one another.

As a result, our “content stack” produces better results than a random selection of largely unrelated content.

Here’s an example…

Let’s assume that you’re building a cookery-based website, filled with recipes and advice on using a slow cooker. You decide, on a whim, that you’re going to produce an article outlining your favorite recipe for slow cooker sweet potato soup.

Then, maybe a few days later, you share your favorite recipe for slow cooker beef casserole.

Then a week later you write an article about cleaning your crockpot.

All these articles are high quality, and they’re all on-target with your niche. Great work.

But with content stacking we might do things rather differently.

Taking our crockpot soup recipe, we might add other crockpot soup recipes. Rather than just one, we end up with 30 or 50 closely-related soup recipes. The magic comes when we create a page that lists all of these recipes in one neat place, with attractive imagery.

Suddenly a visitor who arrives here is faced with dozens of potential recipes, and can click through to any that look appealing, to learn more about how to make them.

Not only is such a page more likely to rank for more broad keyword phrases (think “crockpot soup recipes” rather than just just “sweet potato crockpot soup recipe”) but building links is also likely to be easier.

We already know, for example, that content produced en masse can be more powerful than individual articles – assuming the quality is maintained. You could approach all manner of websites with lists of crockpot or soup recipes, encouraging them to check out your page.

So what happened here? In reality, you wrote no more content than you otherwise would have done, but you produced in a more organized fashion, so that all the content you produced added together makes for a far more powerful end result. The likely outcome is more links and more traffic. All thanks to content stacking.

As you have seen in this section, there’s a lot of thought that goes into research and writing top quality content. But its often the difference between success and failure; especially as Google is paying ever more attention to how visitors interact with your website.

Its my belief that well-written content is only going to see more and more traffic in the next few years, while lower-quality content drops slowly through the rankings.

Hopefully, with the tips and advice included above the whole concept of content creation for blogs and authority sites seems far more manageable. All you need to do is to apply the tips and techniques outlined. 

Of course, if you’re going to get the best results possible from your content then you’ll want to make sure they’re properly optimized for the search engines. In this way, you’ll make thevery most of your keyword research, and ensure that you rank as highly as possible.

Coming Up Next...
Now that you understand how to create top quality content for your site, lets next look at how to apply solid SEO principles to it. In this way you’ll maximize your rankings and, as a result, your traffic.

Let’s go >>>

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