Neil Patel, the founder of Crazyegg and KISSMetrics came to Israel, again. Neil came to lecture about growing a blog. Its a great privilege to hear someone so knowledgeable who is also still approachable and an entertaining lecturer to boot. Lets see if this post can demonstrate what I learned...
3 reasons to why a blog is good for your business.
The first advantage of a blog is the fact that you have control over the content that you publish. even if you allow guest posts on your blog and want other writers to contribute - the last choice is yours. In social media you have no control on how people react to your post or how the discussion will develop. When you have a blog, you can even close the comments option if you feel it does not fit your concept, or monitor the comment posted.
Neil's first tip regarding the content of the blog is that the content should teach! the idea is that people who read your content should get some value form it. If they learn something and can even implement what they learn - then this means your content teaches them things and they get value.
Neil also recommends stretching borderlines and being original and creative. If you have fun when you write and try new things, the results will be interesting and fun to read. If people feel they learned something, had fun doing so and got value, the chance they will convert is higher.
Guess what is the most obvious converting part of the blog?
One of the most important things is a good blog post is the header. Neil writes long posts of 2000 words , so he always ends them with a short summary and used headers in it 3-5 times. Headers help organize the text for your readers and informed them of what;s coming up. 80% of most people skim the headlines first and then decide if to read the actual content. Headlines generate interest, so you need to make them interesting. You want your readers to be curious regarding your content.
Neil's 6 tips for good headlines:
1. Use adjectives and questions to generate interest
2. Use shocking negative words
3. 65 characters is an ideal length for a header, 6 words is good - informative and not too long
4. Use numbers - uneven numbers work better. The bigger the number, the better (but remember the context when you decide on a number).
5. Avoid word play and double meanings, keep it simple and clear
6. make heading suited to the content beneath it
Here are some samples for good headers:
"eyebrows you would kill for, 7 tips to create your eyebrow design"
"5 management mistakes you make, that will kill your business (and how to avoid them)"
"101 ways to save money fr a small business"
"11 worse ways to pitch a VC (and how to fix your pitch)"
"Here is why investors will not give you money (and what to do to change that)"
"21 reasons why no one reads your press releases (and how you can fix this)"
"11 ways to dress like Natalie Portman for under $100".
Your opening paragraph should also invoke curiosity, here is an example.
Headline: "7 SEO mistakes you are probably making"
Opening paragraph: "Have you ever seen a first age ranking on Google search that has no keywords in it? Have you wondered how they do it?"
Headline: "7 ways to generate creative headings for your presentations"
Opening Paragraph: "If your presentation slides do not have interesting headings, people will assume that what you have to say is boring too. in this post you will learn tools that will help you generate interesting headlines for your PPT slides, and you can come back to this formula whenever you want to create a presentation."
3 things to avoid when writing your blog
Avoid over promotion:
People do not like self promotional content. If its too commercial they will not read and you lose credibility. List blogs are a great way to provide information for people that is organised and easy for them to absorb. Put yourself in number 2 of the list. 2 is the magic spot. If you put yourself first, you are being too pushy. If you go for place 3, people might just not read a bout you. so in this case its 2 that is the magic number.
Avoid over protectiveness:
People tend to keep all the best stuff to themselves, but blogging is about sharing your wisdom and knowledge. Its a hard decision to make - where to place your best content. Neil says that if you are just starting out and need the push from blogs that are stronger than yours, you should give them your best content. This means you cannot post it on your blog because you want to avoid double content. Guest posting and using the authority of popular blogs is a great promotional tool for you and you will get good reputation for publishing good content on such platforms. When you are stronger, you can then keep the good stuff for your own blog.
Avoid snobbery:
The web encourages the writing style to be direct and conversational. So write a lt of "you" and "I" in your content. make your readers feel like you are talking to them. Avoid being over-intelligent and keep your language simple. Dumb down your content so that the widest common denominator of people will understand (I should have written: Dumb down your content so that most people reading it will understand what they are reading:-).
Neil's 6 tips for creating a good infographic
An infographic is a visual tool to explain complex ideas, to slice and to simplify them for your audience. Its a great converting tool. Here are Neil's tips on how to best create them.
1. Keep them visual, use images not words to get your ideas across.
2. 5-6 points/ enhancements make an idea infographic - do not make them too short or too long, or the conversion rate goes down.
3. The various points should flow - create a story in your infographic
4. Keep the color scheme simple. (BTW blues convert better on Facebook, because this matches their brand)
5. do not forget to put your URL and logo at the bottom
6. put an embedding code for sharing your infographic when publishing it.
Other things that were discussed were the best time to post blogs (depending on the platform you are sharing in), how to get a guest post chance, monotization and promotion of the blog. Remember that people do not always see the first time you promote your blog on a social media platform, so do not be afraid to repeat the post 3-4 times during the 10 days after posting (then come back to it in 6 months time...fr round no. 2 of new readers). Neil also discussed the posting frequency. Although its best to post more often, if you do not have something really good to post and nothing interesting to say, then do not post!
To sum it all up
So why was it worth buying the ticket to hear Neil Patel lecture this week in Israel?
I learned why a blog is good for my business.
I learned of the importance of headlines and how to create good ones.
I learned what to avoid when writing my blog.
I got great tips for creating infographics.
To top it all off I learned about monotization and promotion.
It was great to hear Neil talk, its obvious he has fun being the marketing hackathon that he is,
I feel secure in recommending his marketing blog "Quicksprout". I am sure I will continue to learn.
Thank you Assaf Einstein for inviting Neil back to Israel.
