how to create content thats better than your compe with timestamps YoutubeScribe.com

[0:00] Everyone says to create "better" content
than your competitors.
[0:03] And it's sound advice.
[0:05] Great content can lead to more backlinks,
higher Google rankings, more social shares,
[0:10] and audience growth.
[0:12] But what does "better" even mean?
[0:14] It's a subjective word and in the digital
marketing world, "better content" has just
[0:19] become a cliche.
[0:20] Now, while there's no way to objectively measure
content quality, there are four things you can
[0:25] look at to assess your competitors' content
with a clearer lens.
[0:30] And in this tutorial, we'll talk about these four
attributes that make content great and go
[0:34] through some examples of good and bad pages
to really drill in on the creative aspects of creating
[0:41] content that's "better" than your competitors'.
[0:44] Stay tuned.
[0:44] [music]
[0:49] So first, let's talk about the word "better."
[0:52] The word implies that a comparison
needs to be made.
[0:54] For example, apples are better than bananas.
[0:58] Michael Jordan was better than Lebron James.
[1:01] But these are just opinions that really
hold no weight.
[1:04] And you see the same thing when people
create content.
[1:07] They look at their competitors' content and decide
whether it's good or bad based on personal opinion.
[1:13] So to solve this, we need to create some kind
of framework that'll allow us to compare content
[1:18] more objectively.
[1:20] Something that allows us to judge pages in
a similar way and remove personal biases.
[1:25] Not only will this help us create "better"
content, but also achieve a desired outcome.
[1:30] For example, if you're sending emails to ask
for backlinks or social shares, you need to
[1:35] justify why someone should share or
link to your page.
[1:38] Saying that your page is "just better" isn't
going to cut it.
[1:42] You need to explain how your page objectively
trumps your competitors' and why they should care.
[1:48] So without further ado, let's talk about the four
criteria we'll be using to assess content quality.
[1:54] The first category is content clarity.
[1:57] Clarity is about getting your points through
in a clear and succinct way.
[2:01] And in my opinion, this is one of the most
underrated attributes that makes content great.
[2:06] It encompasses the format of your content,
readability, and your ability to explain sometimes
[2:12] complex concepts in easy to digest ways.
[2:15] The next category is content depth.
[2:18] While you want to create content that's clear
and concise, you want to make sure that you
[2:22] go deep into your topic.
[2:23] And by deep, I'm referring to answering
the questions a visitor might have.
[2:28] For example, if you were to create a post on how
to get your driver's license, you could simply say:
[2:33] "Register online for a driving test and pass."
[2:36] But people would probably want to know things
like age requirements, the types of different
[2:40] licenses, the differences between them, how
to apply for them, what to expect when you
[2:45] get to the driving center, documents you'll
have to bring, and so on and so forth.
[2:51] Now, while it's important to create deep content,
I wouldn't recommend going so deep that it
[2:56] compromises clarity.
[2:57] After all, if people don't understand what you're
talking about or if you're just rambling on about
[3:02] things that only 1% of your audience might
care about, then it's better to exclude them.
[3:08] Alright, the next category is usefulness.
[3:10] Useful content is when you solve the user's
reason for visiting your page.
[3:15] And the best way to understand what visitors
want is to look at the top 3 to 5 pages in
[3:19] Google for your topic and follow suit.
[3:22] For example, the query "best garden hose"
clearly shows that people want to see a list
[3:26] of garden hoses.
[3:28] So in order to make it useful, your aim should be to
help visitors make an informed purchasing decision.
[3:34] Now, just because you create a list,
it doesn't mean it's useful.
[3:37] The actual content itself is what will make
it truly useful or useless.
[3:43] This is where your expertise and creativity
really need to shine.
[3:47] Finally, is the presentation of the content.
[3:49] Now, people say not to judge a book by its cover.
[3:52] But when it comes to websites, we immediately
make assumptions based on first impressions.
[3:58] Too many ads?
[3:59] Probably spammy.
[4:00] Wall of text?
[4:02] Probably boring.
[4:03] Typical affiliate table with stock photos?
[4:06] Probably not trustworthy.
[4:08] This is why it's important to present your
content in a way that's visually appealing
[4:12] and user friendly.
[4:13] A few basic presentation tips would be to
add a table of contents, ensure your fonts
[4:18] are readable, use skimmable headlines, and
use media that enhances your content like
[4:24] screenshots, custom illustrations and videos.
[4:27] Now, one commonality between all of these
categories is that they're centered around
[4:32] user experience rather than benefiting
one's bottomline.
[4:36] And while there's nothing wrong with mentioning
your products, if you want to create content
[4:40] that's better than your competitors' then you're
going to have to keep the user's best interests
[4:45] at the forefront of your content
creation efforts.
[4:48] Alright, so at this point, we know what we're
looking for when we look at a competitor's page.
[4:53] Now we can use that criteria to judge competing
pages and brainstorm ideas and angles to create
[4:58] content that's better.
[5:00] And the more things you can do to enhance
the user's experience, the higher your chances
[5:04] of creating something that's significantly better.
[5:07] Now, because this will vary case by case, let's
go through some examples of top-ranking
[5:11] content and talk about how we might
create a competing page.
[5:16] The first example is for a typical affiliate
"best of" post.
[5:20] This post currently ranks in position 2
for the query "best golf gloves."
[5:24] And according to Ahrefs' Site Explorer, the page
gets an estimated 1,400 monthly search visits.
[5:30] Based on my overall feelings, it looks like
a typical affiliate site that's just churning
[5:34] out content.
[5:36] On top of that, they're using personas with stock
photos which to me kills any kind of credibility.
[5:41] But that's why we have the criteria -
to eliminate personal biases.
[5:45] So personas aside, let's look into the strengths
and weaknesses of this post.
[5:50] The first thing I noticed is that the post is
completely about conversion rather than
[5:54] user experience.
[5:55] It's nice that they provide a quick summary
for people who don't want to actually read
[5:59] the post and immediately try to earn their
trust with the effort that was put into it.
[6:04] But then they try to sell you again
on the same gloves.
[6:07] Scroll down further, and you'll see affiliate
links to all the gloves in their post.
[6:11] Then the meat of their content includes a stock
photo of the glove, which shows that they didn't
[6:15] actually purchase and test them
as they suggested.
[6:19] Then there's a few bullet points which were
taken and reworded from Amazon product pages.
[6:24] So in terms of our four categories, clarity is
fine, content depth is lacking, usefulness is
[6:30] weak, and the presentation looks haphazard.
[6:33] Now again, in order to create great content,
you need to put yourself in the driver's seat.
[6:38] Just like with any clothing or sporting
equipment, fit and feel are personal.
[6:43] So what I'd want to see are sections on what
a well-fitted golf glove should feel like, how
[6:47] sizes are different from brand to brand, and
a comparison of what these gloves actually
[6:52] look like on someone's hand.
[6:54] Also, if they're claiming they've spent 57 hours
reviewing golf gloves, I'd at least want to see
[7:00] them back that up with real-world testing.
[7:02] And that leads to another content enhancement.
[7:05] Include a video that shows how they tested
these golf gloves.
[7:08] This proves that they've actually held and
tested the product which builds trust with
[7:12] the user and also helps them come to a more
informed decision without having to visit a store.
[7:18] Not only that, but creating a video on a popular
topic like this would help you attract new
[7:24] audiences from YouTube and Google
video search.
[7:27] To help you visualize what a good post would
look like, the team at Mygolfspy creates excellent
[7:32] affiliate posts.
[7:33] They've used a featured video instead of
a featured image because they understand
[7:37] the value of this in the golf niche.
[7:39] They provide a summary of the gloves they
reviewed, which includes what they liked as
[7:43] well as the pros and cons of each glove.
[7:46] They show you the time and effort they've
spent on research for this post which is a lot
[7:49] more believable.
[7:51] They support that research with nice image
galleries of their people actually wearing
[7:55] and testing the gloves.
[7:57] They get into the different things you should
look for when buying a glove like comfort,
[8:01] fit, and grip.
[8:03] Then they show you a sizing and color
chart of the gloves they reviewed.
[8:06] They give more tips on sizing and state an
important point: sizing can vary significantly
[8:12] between manufacturers.
[8:14] And then finish it off with a full comparison
table of all 27 gloves they reviewed.
[8:19] And the thing I love most about this is that
they've based their rankings based on what's
[8:23] important to users - fit, comfort, feel, and grip.
[8:28] And to put the icing on the cake, the table
is followed by an image of the gloves that
[8:32] were reviewed in the table.
[8:34] This is the kind of content that people want
to share and link to despite the fact that
[8:39] there's commercial value for the creator.
[8:41] Alright, let's look at our next example which
is on protein shake recipes.
[8:45] This page from Bodybuilding.com has well
over 300 referring domains and ranks for
[8:49] over 5,500 keywords.
[8:52] Now, if you look at the actual content itself,
it's underwhelming to say the least.
[8:56] They have a short intro which is good, but
then the recipes have boring names, boring
[9:01] stock photos, and the recipe itself
isn't even on that page.
[9:06] Depth, usefulness and presentation
are all severely lacking.
[9:11] Now, if you put yourself in the shoes of someone
who wants to learn about protein shake recipes,
[9:15] there's a clear desire that they want
to make a smoothie.
[9:18] But if you think about why they want to consume
protein shakes, then you'll quickly realize that
[9:23] writing a great post on "best protein
shakes" isn't all that easy.
[9:28] For example, someone who wants to build
mass might use a different type of protein
[9:33] than someone who wants to slim down.
[9:35] Some people would care more about taste while
others would care more about accomplishing
[9:39] their health and fitness goals.
[9:41] So a few things I'd do to create content that's
better than this page would be to take great
[9:45] photos of the shakes, talk about the different
types of protein and who each one is for, and
[9:51] also include a section on the types of ingredients
you should use to achieve your unique goals.
[9:56] And because this topic is about health and
fitness, I'd also include a nutrition facts table
[10:01] that shows things like calories, the number
of grams of protein, sugar, and so on for
[10:06] each recipe.
[10:07] And if the list of recipes was super long,
I'd even consider creating a filterable list
[10:13] so visitors can see the shakes that will
actually help them get the results they want.
[10:17] This page from FitFoodieFinds does
a decent job of this.
[10:21] They understand that some people just want
to cut to the chase and see the recipes.
[10:25] So they include a "Jump to Recipe" button at
the top of the page -- something all recipe
[10:30] pages should do.
[10:31] The images make me want to actually make
the shakes because they look delicious.
[10:36] Scrolling down further, they talk about
the Types of Protein.
[10:39] And they even provide groups of ingredients
where they outline the grams of protein for
[10:43] each type.
[10:45] Now, the fact that there are hundreds of
websites linking Bodybuilding.com's page,
[10:49] this to me looks like an opportunity to create
significantly better content and do outreach
[10:55] to get backlinks - more commonly known
as the Skyscraper technique.
[10:59] We have a full video on how to use this link
building tactic so I'll link that up in the description.
[11:04] Alright, the final example is for the query
"how to make money online."
[11:08] According to Ahrefs Site Explorer, the top-
ranking page for this query gets around
[11:12] 120,000 monthly search visits and continues
to get a steady stream of backlinks to the page.
[11:18] Now let's take a look at the content.
[11:20] This is a typical listicle post where they
list 28 ways to earn money online.
[11:25] They've done a good job with the intro and
it's very skimmable with headings and images.
[11:30] Now, while it looks like it might be tough
to significantly outdo this page based on
[11:34] the four categories we discussed, this is
where putting yourself in the driver's seat
[11:38] will help you come up with new
and better angles.
[11:41] Let me explain.
[11:42] The topic of "how to make money online" has
historically been somewhat of a slimy topic.
[11:48] Now, it's not because of the topic itself because
making money online is fine and completely legit.
[11:54] But it's the way a lot of furus have preyed
on people's desire for wealth.
[11:58] And since money can be an emotional topic,
they're able to sell people these "get rich
[12:03] quick schemes."
[12:04] Even worse - people are buying
[12:06] Now, this tells me two things.
[12:08] #1. A visitor is likely skeptical before they
even land on your page, so it's critical that
[12:14] you do everything you can to legitimately
build trust with your readers and/or viewers.
[12:20] And #2. Someone who's consuming content on
the topic, probably has no clue where to begin.
[12:26] Otherwise they would have searched for "how
to start an Amazon FBA business," "how to sell
[12:30] SEO consulting services," or whatever.
[12:33] So if you want to outdo this page and many
similar pages that are getting thousands of
[12:38] visitors every single month, you need to:
[12:40] a) build trust with your visitors fast,
[12:44] and b) provide deep and clear guidance
for a beginner level audience.
[12:48] So let's look at this article again from
the lens of trust and depth.
[12:53] The first way they recommend making
money online is to start dropshipping.
[12:57] If you've ever tried to start and grow an ecommerce
business, it's not as easy as people make it seem.
[13:02] They spend some time explaining the potential
of a dropshipping business, and they finish off
[13:06] this point with a link to their free course
which should help you get started.
[13:10] This is pretty good in my opinion since the course
should help you actually put this into action.
[13:15] But this is the only additional resource that
I think would be actionable to a visitor.
[13:20] Pretty much all of their other points just
talk about stats rather than guiding visitors
[13:25] to a resource to actually get started.
[13:28] I mean, point 5 is to become an influencer.
[13:31] Do you really think that someone will
read this and be like… "That's it!
[13:35] I'm going to become an influencer then somehow
start making tons of money through sponsorships."?
[13:41] And as the list goes on, it becomes less
and less actionable and relevant.
[13:45] For example, point 26 is to get a part time job
which has nothing to do with making money online.
[13:51] So here's what I think a better piece
of content would look like.
[13:55] Yes, it would be important to create a listicle
post because that's what users want to see.
[14:00] But instead of talking about tons of ways
to make money online, I'd focus on just
[14:05] the methods that I've actually had
some kind of success with.
[14:09] For example, in 2014, I became a Platinum
Powerseller on Ebay by selling all sorts of
[14:15] consumer electronics.
[14:16] And in 9 months, I did over $300,000
in sales with a budget of $20,000.
[14:23] So one of my points might be to buy
products by the pallet and sell them on eBay.
[14:28] I could briefly share about my experience,
the basic steps that I took to get there,
[14:32] and then link to a full case study
on how to do it.
[14:35] Trust and guidance are both there.
[14:37] Then I'd talk about ecommerce stores, affiliate
blogs, adsense sites, being a freelancer,
[14:42] running a marketing agency, etc.
[14:44] And I'd show proof of my results - good or
bad - and link to detailed case studies that
[14:49] people can read and/or watch.
[14:52] And it wouldn't have to stop here.
[14:54] For new and interesting online money making
methods, I'd try them out for 3 to 12 months,
[14:59] and then just update my content with the new
case studies - whether I was successful or not.
[15:04] This in my eyes brings honesty and transparency
to a traditionally slimy topic which helps build
[15:10] trust and authority.
[15:11] And the fact that no one else has done, or
is willing to put this much effort into it
[15:17] tells me that there's an opportunity here.
[15:19] Now, creating the best content you can is
about the single greatest advantage you can
[15:23] give yourself in competitive niches,
especially if you're a small creator.
[15:28] Because when you do, you're not afraid to
promote it because you actually have something
[15:32] unique to offer.
[15:34] So sending an outreach pitch for a link
actually becomes kind of fun.
[15:38] Pitching it to social influencers who you
might even look up to is exciting because
[15:43] if you have truly delivered on the content side,
you'll start a conversation with someone who
[15:48] might have valuable feedback and
may be happy to amplify your work.
[15:53] So don't settle for the status quo
because you can.
[15:55] Go and create content that's better than your
competitors and be proud to share it with
[16:00] others in your industry.
[16:02] Now, if you enjoyed this video, make sure to like,
share and subscribe for more actionable SEO
[16:06] and marketing tutorials.
[16:08] And I'd love to hear from you if you agreed
or disagreed with anything I've shared.
[16:12] I'll see you in the next tutorial.

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