A simple framework to make content

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Yo yo. I had a call a few weeks ago where a founder asked me about simple frameworks to create content. So, I’m relaying everything I told him here...

And a big thank you to North Star Inbound and heatmap for partnering with us and letting us create media for a livin’.

Get your brand in front of 200,000+ marketers & founders.

In partnership with North Star Inbound

How To Increase Your Search Traffic:

When was the last time you scrolled to the 2nd page of Google search results?

Personally, I can't say I ever have.

But here's the kicker: if your brand wants to appear on the 1st page, creating high-quality content isn’t going to cut it.

Your brand needs to secure high-quality backlinks to rank highly so that your brand is easily discoverable.

That’s where North Star Inbound comes in.

Their best in class Digital PR agency creates content that makes headlines and earns valuable links from trusted publications.

200,000,000+ people have viewed their campaigns through referral traffic and social media.

How? Because they’re experts in securing top-tier placements.

So if your brand could benefit from high-quality backlinks, and increased search traffic—reach out to the North Star Inbound team today.

Create Resources From Your Own Product

Sometimes, the most valuable resources come from insights derived from your own product - insights that nobody else has.

Take Gong, for example. They have the "world's most comprehensive sales database" because of their revenue intelligence platform.

With data on 446M+ deals, 375M+ calls, and 2.5B+ emails, they have a unique edge in publishing pieces like, "We found the top objections across 300M cold calls; here's how to handle them all" - all backed by real data.

This proprietary data gives them leverage to create one of one content vs. one of many.

Which their Ex-Director of Product Marketing, Chris Orlob, credits as the key to putting Gong on the map.

He said, "Gong Labs was considered so 'high leverage' that it was considered the no.1 priority. It creates word of mouth, visibility, inbound demand, and even conference invitations."

Exercise:

So, ask yourself: What research have you done to launch your brand that nobody can replicate? What unique insights can you share from your own product or service?

Offer Free Tools and Calculators That Help People Looking for Your Services

I call these radar lead magnets.

You create free sh*t that’s essential to the purchasing process, which makes the free sh*t the bridge to your services.

Here are some brands doing this:

• RC Roofing created a "See if Solar is Right for Your Home" calculator for those considering solar panel installation.

• Jolie created a water report that people can use to determine what chemicals are in their water and whether they should buy a water filter.

• A/B testing platform Stat Sig has a free sample size calculator for anyone who needs to run A/B tests, even if they're not using their platform.

These tools put your solution on someone’s radar and help convert people from problem-aware to solution-aware to product-aware.

Create the Go-To Extensive Content Library for Specific Needs

Anytime I advise brands I tell them to become the resource library within their niche.

Soft Services does a great job of this.

Soft Services noticed a lack of comprehensive resources for common body skin issues like Strawberry Skin and Keratosis Pilaris.

So, they created a body gallery with diverse photos showing how these issues look on different skin types. Users can visually identify their concerns, and then dive into an extensive content library about that specific issue.

They cover everything from causes to treatments, prevention, and FAQs.

For "Strawberry Skin", they cover it all:

• What it looks like on different skin colors

• The causes

• Treatment options

• Prevention tips

• Common questions

So putting it all together, this is your plan:

1. Comb through the research you’ve done to build your brand. What’re the insights only you have?

2. Create free tools and calculators as lead magnets.

3. Build a go-to extensive library for very specific needs.

And this is how you become the #1 resource in your niche.

In partnership with heatmap

How JellyBee Increased Its ROAS By 30%

JellyBee, a successful supplement brand, faced a problem:

Despite a high repeat purchase rate, their listicle landing page wasn’t converting as expected.

So they turned to heatmap for help.

By installing heatmap in just 2 minutes, they identified key areas for improvement, and using their AI CRO recommendations, JellyBee made some key changes.

The result?

A 24.7% increase in conversion rate, a 30% boost in ROAS, and an additional $650,000 in revenue for the year—almost a 50x ROI from using heatmap in just 45 days.

Curious if your brand could benefit from better conversion rates and increased ROAS?

• Community Engagement: Matthew Hussey, Mel Robbins, Tony Robbins, Marie Forleo, and Gary Vaynerchuk all use this community platform. (LINK)

• Try this: blurriness as a visual hook. (LINK)

• AI: The Amazing Ways Walmart Is Using Generative AI. (LINK)

• Profit: ‘Boring’ businesses make multiple millions behind the scenes. (LINK)

• Steve Jobs Introducing The iPhone At MacWorld 2007. (LINK)

Current Favorite Tool

• Using SARAL to launch some insane influencer campaigns around the IronMan world championship in October. (LINK)