how to create high quality content that gets share with timestamps YoutubeScribe.com

[0:00] Part #2. How to create content that people
will care to read and share with others
[0:04] Most resources that I've examined while preparing
for this very course will advice you to "create great
[0:10] content,"and call it a day.
[0:12] I mean, what does it mean "to create great content?"
[0:14] Ain't the content you create great already?
[0:16] And how do you know if it's not?
[0:18] Well, I don't consider myself to be a content
marketing superstar, but in the last few years
[0:22] I managed to make Ahrefs Blog one of the best
ones in the SEO space.
[0:26] And I think, along the way, I figured a few
ingredients that will make your content great:
[0:31] Here they are:
[0:32] Quality, Uniqueness, and Authority.
[0:34] Let me expand on each of them one by one.
[0:37] Quality.
[0:37] In all honesty, there's no shortage of advice
on how to improve the quality of your content.
[0:42] So I'll just do a brief recap of the things that
I'm sure you're already well familiar with.
[0:47] Here they are:
[0:47] #1. Learn to write well.
[0:50] Writing is a skill that almost anyone
can learn and master.
[0:53] Think of playing a guitar.
[0:55] When you first try it, you surely can produce
some sounds, but it can hardly be called music.
[1:00] But then you learn some chords, how to pick
strings and so on.
[1:03] And after some time your friends are asking
you to take the guitar and play them something.
[1:08] Same with writing, at first it will be very clumsy
and tough to read, but after some learning
[1:12] and practice people will start enjoying your articles.
[1:15] Luckily, there's no shortage of advice on
the topic of "how to improve your writing."
[1:20] Just start learning and practicing as soon as possible.
[1:23] Now, the next thing you do to ramp up the quality
of your content is...
[1:26] Improve how it looks.
[1:27] It is a well studied fact that most people will
skim through the article before reading it,
[1:32] which will help them to evaluate if it is
worth reading at all.
[1:35] And if your article doesn't look good, people
are unlikely to risk their time reading it.
[1:41] Here are the things that make your content
visually appealing.
[1:44] The design of your blog;
[1:45] Quality images, short paragraphs, subheadings,
quotes, lists, and all sorts of formatting tricks.
[1:51] All these things make your article pleasing
to a human eye and transmit a message to your
[1:56] blog visitors that the author of the article
invested quite some time to ensure pleasant
[2:01] reading experience.
[2:02] But let's move on.
[2:03] The last, but not the least.
[2:04] You need to craft an eye-catchy headline.
[2:07] Headline is the only bit of your entire article
[2:10] that people will see on Twitter, Facebook,
Google and on the homepage of your blog.
[2:15] Which means you only have about a dozen words
to persuade people that your article is worth
[2:19] their attention.
[2:20] Writing headlines that lure people into your
article is both art and science.
[2:25] There are many ready-made headline templates
that you can try using, as well as many
[2:29] psychological tricks that will educate you to
create your own attention-grabbing headlines.
[2:34] I won't teach you any of that, because
I'm not a professional copywriter.
[2:37] But there's one piece of advice that I can give you.
[2:40] Make sure to brainstorm at least five
different headlines for every article you write.
[2:45] If you won't invest the time and effort into
coming up with just five headline variations
[2:50] to choose from, your entire article is almost
guaranteed to flop, no matter how good it is.
[2:56] In the words of Andrew Chen, from Uber
[2:58] "Titles are often written as a vague pre-thought,
but in fact, it's the most important creative
[3:04] decision you'll make."
[3:05] And this wraps up my brief recap of ramping
up the quality of your content.
[3:09] But in all honesty, all these things are just
a proxy to the actual idea behind your article.
[3:15] Which brings us to the second ingredient of
great content: Uniqueness.
[3:19] I see a rather upsetting trend in the blogging
and content marketing space.
[3:23] When they go after some keyword, many
people research everything that has already
[3:27] been published on that topic and then try to
squeeze it all into a single article of theirs.
[3:32] But this way you're only creating a clone of
existing content and not adding any extra value.
[3:38] And if it's a clone, it doesn't deserve more
attention than the original.
[3:42] So with this approach you're immediately putting
yourself one step behind your competition.
[3:47] If you want to stand out with your content
- it has to be unique.
[3:51] So how to create unique content?
[3:53] Well, you still have to research everything
that has already been published on the topic.
[3:57] But then you don't create a clone.
[4:00] You create something that would be different
from what's already there.
[4:03] Ideally you want to say something that
hasn't been said before.
[4:06] Which is rather hard to do, as it requires
you to be at the very forefront of your industry.
[4:11] These people are called thought leaders.
[4:13] And most likely you're not one of them just yet.
[4:16] So another option is to find a new angle,
which would be somewhat different from the
[4:21] conventional opinion on that topic.
[4:23] Ideally you'd want to turn 180 degrees and
challenge the status quo - this often generates
[4:28] a lot of buzz.
[4:29] But only if you have good arguments to
make your point.
[4:32] And finally, if the above is not an option, you
might simply try to explain that topic better.
[4:37] You might not be the thought leader of your
industry, but you might be a great writer,
[4:41] teacher, and storyteller.
[4:43] If you invest enough time into finding better
arguments, better proof and better examples,
[4:47] you do have a chance to outperform the original
piece on that subject.
[4:51] And now, here goes the last ingredient of
great content: Authority.
[4:56] Like I just mentioned, in order to say
something entirely new and unique,
[5:00] you have to be at the very forefront of your industry.
[5:03] You have to be an authority in your niche.
[5:05] Let's say I do a few weeks of research and write
a cool article on the topic of colonization of Mars.
[5:10] Would you read my article on that topic?
[5:12] Or would you prefer to learn about the colonization
of Mars from someone with more authority
[5:16] in that subject?
[5:17] Like Elon Musk, for example.
[5:19] If you go to YouTube and search for his
talks on that subject you'll see that they get
[5:23] millions of views.
[5:24] That's because Elon Musk is probably the most
qualified person in the world to talk about
[5:29] the colonization of Mars.
[5:30] So you know he can teach you a lot of things
that you won't be able to find elsewhere.
[5:34] Hence the crazy amount of views.
[5:36] And that is a nice illustration of the impact
that authority and credibility have on
[5:40] the content that you create.
[5:41] But what if you're not the Elon Musk of your
industry?
[5:44] Does that mean you're doomed to oblivion?
[5:47] Not at all!
[5:48] There's a simple trick to "hacking" authority
that writers have been using for ages.
[5:53] Take a look at this article at Wait But Why, that
explains the colonization of Mars start to finish.
[5:58] It is super long, so you'll need a rather compelling
reason to spend your time on it, right?
[6:03] Well, how about that: this article was co-written
by Elon Musk.
[6:07] I bet now you're thinking that every paragraph
of this post is totally worth your time, right?
[6:12] That's how you "hack" authority.
[6:14] If you're not the best person to talk about
a certain subject, find that best person
[6:19] and interview them.
[6:20] Obviously, it is almost impossible to get
a hold of a person like Elon Musk and interview
[6:25] them for your article.
[6:26] But I'm sure that whatever industry you're
in, there are many high-profile people who
[6:31] are easily accessible.
[6:32] Think about journalists.
[6:34] This is one of the core duties of their profession -
to find credible sources and use them in their writing.
[6:40] If you want to create great content, you
need to be a journalist.
[6:43] Here's an example of our own article at Ahrefs
blog, where we tried to answer a question
[6:48] "how to become a marketing manager".
[6:50] We could easily crank up an article on that
topic in a few hours and call it a day.
[6:55] But instead, we took time to reach out to
10 high-profile marketers and used their advice
[7:00] to create a great resource on that topic.
[7:03] As you can see, we featured all 10 of them
early in our article, so that to show our
[7:08] readers that there are quite a few very smart
people behind what they're about to read.

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