Creating Blogs that FLY – SEO, AI and Lead Conversion
First up… some of you are sat here wondering what a blog is. Some others are sat here thinking they KNOW what a blog is. Well, regardless, I’m going to walk you through it today, and answer your questions. Not only that, but I’m going to show you some prompts to create basic blogs AT PACE for your website.
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What’s a Blog?
There are generally two types of blogs I see out there – those that add value, and those that create SEO optimisation for websites. Generally, (and unless you’re paying a lot of money for the copy) they don’t do both. That would be ludicrous! Fixing two problems with one set of copy?
Yup, and you’re right. They should.
So what’s a blog supposed to be? It’s a window to your soul. It helps you offer value to your audience that speaks to your passions, your motivations, your expertise, and the problems you want to help solve for your ideal clients.
What is a Blog NOT About?
It’s NOT about ramming your products and services down your audience’s throat. Feel free to let them know what you do, but if you’re talking about challenges they might be facing, you should be addressing how they solve those challenges WITHOUT your solution first and foremost, and highlighting why your product/service might be their preferred choice instead, and why.
What’s SEO?
It should also allow anyone searching the ‘interwebs’ for relevant keywords to find your website or profile because it should be loaded with the words that they’re looking for (Search Engine Optimisation, or SEO for short).
You might think that means we should be loading our content with buzzwords like ‘transformation’ or ‘sales’ or ‘entrepreneur’… but in fact what you SHOULD be focusing on are words and phrases that are less ‘general’, and more ‘niche’. These are less searched for… but if you know your ideal client well enough, it’s probably the words and phrases that ONLY THEY are using to look for services and products like yours.
This makes it easier to use them and score higher. I’ll show you a way to brainstorm SEO words for your business shortly – but if you’re serious, I’d always recommend speaking to an expert who has a host of experience. Warning: they’re not cheap! (Not the good ones, anyway)
So What Makes for a GOOD Blog?
Exactly as mentioned above, a GOOD blog is a combination of storytelling, passion, enthusiasm, entrepreneurial grit, and SEO terms and phrases. But please note… don’t just add SEO in where it doesn’t fit, else your content marketing will suck worse than a vampire on a garlic farm.
Use headings and subheadings to help break up the text and progress through a process or narrative. Use storytelling to help engage the reader. And most of all? Don’t forget to add your own personality in!
For more insights, check out Talking with Authority: Elevate Your On-Camera Presence.
What’s a Good Way to Start?
As blogs are often quite ‘low value’ content, the goal is to build GOOD blogs, as quickly as possible. It shouldn’t take DAYS to create them, especially if you’re as much of an expert as you think you are. That being said, the more you write, the easier it gets, so practice practice practice.
I always ideate and brainstorm with chatGPT… so I’m going to share some prompts that you can take for yourself and make your own.
- “Act as a world famous social media expert, and copywriter who has years of experience writing for the best brands in the world. Do not mention this experience, or engage in small talk, just output the things I ask you to.” ChatGPT is notorious for talking crap. Stop it with this simple rule.
- “Brainstorm 20 ideas for blogs on the main topic of <X>.” This is great if you already have an idea what you’d like to blog around – copy the list elsewhere for future reference.
- Use the SuperPower GPT Chrome Extension, and load in a transcript of a recent podcast you’ve recorded, or an article you’ve read, that you enjoyed. (Once you’ve got the extension, just copy and paste in the text, and it will load it as a document for you, ready to interrogate! Then ask it to brainstorm the topics based on the transcript, similar to what we did in (2).
- “Give me 5 ideas for influencers and celebrities, who write amazing content that resonates with people, and will help create content that is able to engage my audience who are <Explain your ideal client here>.”
- “I’m going to ask you to write a blog on the subject of <Insert topic from (2) or (3) here>. I want you to impersonate <Celebrity/influencer in (4)>, but do not mention them in the blog. I want you to use an active tone, use contractions like ‘I’m’ and ‘You’re’, use simple words (avoid jargon where possible). Add quotes, stats where useful, to add credibility, and quote sources. Use bullet points to make points easy to read, and add headings/subheadings to make the text easy to navigate. Ensure each section flows smoothly into the next, and engaging for the reader. The call to action at the end should encourage the reader to <Whatever you want them to do!>. Every time I paste a topic in here, you should generate a new blog. The blog should be 500 – 800 words. Ensure that any action points highlighted give robust, and actionable takeaways with enough specifics included that the reader can put it into action. Discuss rebuttals and challenges on your points made so the reader can make their own choices.”
Wow. That last one is a belter… there’s a lot to dissect in there, and you may choose to take some of that out, add more in, or tweak it to your own liking. Remember… this is only to create the basics.
Unless you’re creating SEO blogs with the sole use being to encourage viewers to your website, this content should reflect YOU.
So, let AI do the hard work and heavy lifting, but then make the output more you. If the output is a long way from where you’d like to end up, play about with the prompts… you can actually get VERY close to your desired style, if you play about with the prompts enough!
For further reading, see Unlocking the Power of Evergreen Content
