how to prioritize your content ideas 45 with timestamps YoutubeScribe.com

[0:00] Part 5. How to prioritise your list of content ideas
[0:04] If you were taking action while watching this lesson,
[0:06] I'm sure your spreadsheet of content
ideas is full of golden nuggets.
[0:10] Which should feel quite satisfying already.
[0:12] But how do you decide which of them
you should tackle first?
[0:15] Well, in the early lessons of this course I promised that
we're going to focus on the business value of blogging.
[0:20] What's the point of investing your time and
resources to bring people to your website,
[0:24] if these people won't buy from you?
[0:26] So we need to add one more column to our
spreadsheet and name it Business value.
[0:32] To fill a cell in this column you'll need
to ask yourself:
[0:35] "What are the chances that a person, looking
for that thing in Google and reading my article
[0:39] on that topic would become my customer?"
[0:42] I usually give my content ideas a score from
0 to 3,
[0:46] where 3 means that my product or service
is an absolutely irreplaceable solution
[0:50] for a target search query, which leads to an easy sell;
[0:53] 2 means that my business will help people
with what they are searching for, but it's
[0:57] not essential in solving their search query;
[1:00] 1 means that my business can only be mentioned
[1:02] in passing, because the search query is only
slightly related to what I sell.
[1:07] And 0 means that there's not even a chance
to squeeze a single mention of my business
[1:12] into the article.
[1:13] Early in this course I told you that with Ahrefs
blog we never had a goal to grow monthly
[1:17] amount of traffic.
[1:18] We wanted to make our blog a customer aquisition
channel and grow the monthly number of leads
[1:23] that it generates.
[1:24] That's why we often had to ignore topics with
huge traffic potential in favour of topics
[1:29] with huge business potential.
[1:31] Let me explain that with a very vivid example.
[1:34] Most likely you've heard about HubSpot.
[1:37] They are one of the biggest brands in digital
marketing software field.
[1:40] They have 1,800 employees and a huge
content marketing team that runs their blog.
[1:46] According to Ahrefs, HubSpot blog gets almost
2M visits per month from Google.
[1:52] Which is an absolutely staggering number.
[1:54] So let's look at their best-perfoming articles
using the Top pages report in Ahrefs.
[1:59] And here's their best article, that brings
them almost 80,000 visitors per month
[2:04] in the US alone and accounts for 8% of their
entire blog traffic:.
[2:10] "How to Make an Animated GIF in Photoshop."
[2:13] Yeah, it's not a mistake.
[2:14] Their best performing article is a tutorial
on making a gif image.
[2:19] Does this article grow their business?
[2:21] Well, the product that HubSpot sells can be
described as a "marketing CRM".
[2:25] And if you ask me, the road of someone looking
for tutorial on making a GIF image to becoming
[2:30] a paid user of a "marketing CRM" is kind of a maze.
[2:34] I mean, people who are searching Google for "how
to make a gif" are clearly not their dream customers.
[2:39] So this content idea would get a business
potential score of 0 from me.
[2:44] Now, let's examine our own blog and see if
we practice what we preach.
[2:48] Here are the articles that bring the most
search traffic to Ahrefs blog:
[2:51] "Keyword research," "Top google searches,"
"Website traffic," "SEO tips," "SEO audit," etc.
[2:57] Obviously, these articles are nowhere near "how
to make a GIF" guide in terms of traffic numbers.
[3:02] But they convert readers into customers of
Ahrefs very well.
[3:06] Here's a tweet from last week to prove it.
[3:09] This guy took Ahrefs free trial after reading
our guide to long tail keywords.
[3:13] And a few weeks later he tweeted that he became
our paid customer.
[3:17] This is exactly what we're looking to achieve
with almost every article that we publish
[3:21] on our blog.
[3:22] And it is utterly important to keep this in
mind at all times.
[3:26] Search volume doesn't equal business opportunity.
[3:29] The searchers' intent behind your search query does.
[3:32] That is why marketers are so obsessed with
keywords that have the word "buy"
[3:36] (or it's synonims) in them:
[3:38] "best place to buy dslr camera," "hire a business coach," "rent an apartment in london."
[3:44] These searches clearly indicate that the person
behind them is one step away from pulling
[3:48] money from their wallet.
[3:50] But in all honesty, you should not ignore their
generic versions with much higher search volume
[3:55] just because the search traffic coming from
them would be harder to convert into cusomers:
[4:00] Especially if you have some experience writing
good sales copy and persuading peope to buy
[4:05] what you sell.
[4:07] A person searching for "business coach"
might not be ready to hire one right away,
[4:12] but it is your article that could persuade
them to do so.
[4:15] So if the more specific search query with a clear
buying intent gets a business value of 3,
[4:21] the generic one would still get 2 from me.
[4:24] All you need to do is just stay reasonable
with your business value scores and don't
[4:29] fall for writing guides on how to create a GIF image,
[4:32] unless of course you sell some kind
of software for creating gifs.
[4:36] And that's the end of the lesson #4.
[4:38] Now, you should have a perfect understanding
of where to get almost unlimited content ideas
[4:43] and how to vet them for search traffic potential,
ranking difficulty, and business value.
[4:48] And in the next lesson I'll show you how to make
sure that your article is properly optimized
[4:53] for the search query that you're targeting.
[4:55] Sounds good?
[4:56] Then I'll see you in lesson #5.

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