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The Only Blog Post Idea List You’ll Ever Need

This guest post is by Stephen Pepper of Youth Workin’ It.

There are so many articles out there on how you can come up with new blog post ideas, but do any of the suggestions actually work?

We started our youth work blog in September 2011 and have posted six days a week ever since, so we’ve had to come up with over 200 posts related to youth work so far. Needless to say, it’s been tricky coming up with this many ideas.

I’ve read all kinds of different suggestions on how to overcome blogger’s block, but each person’s experience is different. Here are 20 techniques we’ve used to help counter blogger’s block.

  1. Embarrassing stories: Think back to moments of your life when you were really embarrassed. Use that situation to craft a post relating to your niche—there’s a good chance it’ll entertain readers (as did our post on how being asked to rate the first time with your wife out of 10 on a BBC gameshow watched by millions can relate to youth work).
  2. Choose subjects for each day of the week: This has probably been my single most helpful way of deciding what to write. Each day from Monday to Saturday has its own category—Mondays are for posts on youth work activities, Tuesdays are youth work Q&A, Wednesdays are program administration, and so on. This means our focus can be more defined each day, rather than having to come up with a random topic every time we write. You can do this even if you only blog once a week—the first week of the month could always be based on one subject, the second week on another, and so on.
  3. Use special days as inspiration: Use special days and public holidays as post idea prompts. For example, we have a Spotlight on Youth series where we focus on a certain young person based on certain public holidays. For example, we wrote about the former child soldier Ishmael Beah on Veteran’s Day. On National Pirate Day, write your post in Pirate language. National Pancake Day? Work your post around that.
  4. Cell posts: Can you divide your posts into two, like a cell divides? You might start writing a post and realize that you’re starting to talk about two different things. For example, we recently started wrote a series about parents’ involvement in your youth work. When working on a post about unsupportive parents, we realized there were actually two types of unsupportive parents—one who’s unsupportive of their child, and one who’s unsupportive of the work you’re doing with their child. These are completely different issues, so we were able to get two days’ worth of posts out of one original idea.
  5. Change of scenery: Changing your location can have a big impact on your creativity. We’d started getting stale with our idea creation recently, so we went and sat on Virginia Beach for an hour to come up with future topics. After an hour, we had over 100 new blog posts ideas.
  6. Write for sub-niches: Youth work has a number of specialized areas—urban, rural, faith-based, LGBT, gangs, foster care, mental health, sexual health, young offenders, etc. There’s a good chance that whatever niche you’re in has many similar sub-niches. Make a list and use it to inspire further ideas.
  7. Use Google Analytics: Take a look at the keyword searches that are bringing people to your site, as this will give you a great idea of what information people are looking for. You may think that the fact that they’ve arrived at your site means you’ve already written about what they’re searching for, but that’s not always the case. We did a series on preparing young people for job interviews (including what they should wear), but we’ve had many people arrive at that post having searched for what youth workers should wear to job interviews. It’s a completely different topic, but we can now create a number of posts about youth worker interviews.
  8. Likes: What do you love in your niche? Why are you blogging about it? What was your favorite moment relating to your niche? These questions can all be turned into posts for your blog.
  9. Dislikes: Similarly, what do you hate about your niche? What practices wind you up? Let these frustrations become passionate posts.
  10. Consider opposites: By looking at an issue from opposite directions, you can get two new blog post ideas. For example, we recently gave advice on how to come up with good youth group names, but also wrote a subsequent post on how to avoid a lame youth group name.
  11. Be inspired by social media: On Twitter, are there any hashtags specific to your niche? Keep an eye on these as they’ll give you a good idea of questions people may want answered. On Facebook, are people leaving comments on your page that you could address in a blog post?
  12. Solicit guest posts: Try to build up a bank of guest post submissions from other bloggers. These can then be used when you’re feeling dry of ideas.
  13. Search research: Use Google’s keyword tool to discover what people are looking for, as opposed to what you think they’re looking for. This is also where your sub-niches can also come into play. For us, instead of searching for “youth work,” researching a sub-niche like “youth retreat” uncovered a number of keyword searches like “youth retreat themes,” “youth retreat ideas,” “youth retreat games,” etc.
  14. Compilations of your own posts: Introduce your readers to some of your most popular posts by making a compilation list. If you’ve covered a number of sub-niches, you could even have a series of compilations based on each of those sub-niches.
  15. Compilations of other bloggers’ posts: If you want to become an authority in your niche, you’ll need to read other blogs relating to the same niche. Show them some love by creating a compilation of the best posts you’ve read recently and linking to them.
  16. Take training … and share it: Have you had specific training relating to your niche? My wife (the better half of Youth Workin’ It) has an MA in youth work and community development. She’s therefore able to share her learning from her Master’s to youth workers who don’t have that qualification.
  17. Consider current affairs: Are there any popular news stories not directly related to your niche that you could write about by giving your niche’s take? For example, after watching the Stop Kony video, we provided a youth work session plan idea based on the Stop Kony campaign, as well as an opinion piece on whether youth groups should support the campaign.
  18. Use other people’s ideas: Don’t plagiarize other people’s blog posts. Yet there’s nothing wrong with taking their idea and improving on it, or offering a different opinion.
  19. Explain jargon: Are there phrases in your niche that wouldn’t make sense to an outsider—or even an insider? Write a series of posts explaining words or phrases that would be jargon for most of the population.
  20. Run competitions: Are you selling ebooks or any other resources? Hold a competition where readers get the opportunity to win a copy of one of your books. This is not only an easy post idea, but also provides another opportunity to promote your resources.

There are 20 items in this list. What tips can you add to build on these? We’d love to hear them in the comments!

Stephen Pepper is insurance administrator by day, youth worker & blogger by night. He and his wife run Youth Workin’ It, which includes a youth work blog and have started producing their own youth work resources to help youth workers worldwide.

Facebook: The Lowdown on Advertising, and What We’ve Found Works Really Well

Often when I float the idea of advertising amongst my blogging colleagues (including Darren) I get looks of skepticism, dismissal, and that blank empty stare of disinterest.

You might have that look on your face already.

In some ways I can understand that sentiment. As bloggers, for more than a decade we have leveraged our content as the main drawcard for attracting visitors to our blog through free means such as organic search (SEO), social media, and incoming links and referrals.

I say free a little loosely here, as yes you’re not paying money directly out of your pocket for these activities, but the time you spend on managing social and search for example stops you from doing other things. Things like crafting better content, creating a product, talking with an advertiser, etc, so it does come at some cost.

That said, this approach is a bloggers true competitive advantage, and we essentially earn money by selling ads or access to our audience to those who can’t figure out their own content strategy — we certainly don’t buy them! Right?

Well today I’m hoping to challenge that today.

You’ll never ever hear from me that advertising is a replacement for your content. Your content is the pillar and driving force behind everything you do. But what makes a blog truly valuable is the audience and community you build around it. This community is what and who you create your products and services for, it’s what appeals so much to advertisers.

Advertising when done right is a way to help you expand the community you have today. To accelerate your growth. To find new readers in different markets and to sell more of your stuff. Advertising has been around for a lot longer than blogging. And there’s a good reason for that — when done right, it works.

There are so many options when it comes to advertising your blog. You can spend (and burn) tens of thousands of dollars very quickly if you are not careful. Unless you’re in the top 5% of bloggers already, it’s just too risky to put that sort of coin on the table. That doesn’t exclude you from advertising altogether though, as there are platforms that enable you to take very small steps and grow. You can spend as little as $5 to see some value. You can then step that up to $6 when the return on investment is there and you are ready. You’re in total control and can extend you investment and your reach at your own pace.

Google Adwords and Twitter are good options for this, but the one that excites me the most at the moment is a platform you’re probably already using for ‘free’ right now, and that’s Facebook.

We’ve been using Facebook advertising for around 18 months on Digital Photography School. It started fairly haphazardly, and I felt we were more donating money to Facebook’s shareholders than delivering any real value. It was when I decided to spend the time to really understand how Facebook advertising is actually done did the penny drop and our Facebook advertising strategy was transformed. I’m hoping by sharing what we’ve learned it makes life easier for you so you’ll have the confidence you need to run successful Facebook ads yourself.

How we approach advertising on FaceBook for dPS

Now I don’t consider myself a Facebook marketing expert, and I know I have a lot to learn. I often say to Darren that I could spend an entire year tweaking and adjusting our ads and still not be done. But as I like to play with new toys, I wasn’t going to let it get the better of me, and thus our story begins …

Prepare

You’re about to spend some of your own money on advertising, even if it’s a small amount. Unless you’re cashed up, careful preparation is important to make every dollar count. When we starting looking ad advertising options, we broke down our own preparation into three groups: learn, plan, and get your house in order.

Learn

Darren and I were the first to admit to each other that Facebook advertising was a mystery to us both, but in the same breath we both knew it was an opportunity we were missing. We could either just accept that as fact or take the time to learn what it was all about. Darren had been following Jon Loomer for a while and shared with me some links. I subsequently absorbed a lot of extra content from Jon and was lucky enough to interview him in a Problogger Community Webinar recently.

My second port of call was with a person I’d know for some time, Jen Sheahan. I met her first during my time at SitePoint but she’s since gone on to create a Facebook advertising company of her own. With pretty big-name clients, she sure knows what she’s talking about.

Both Jen and Jon shared similar insight to me about how to approach my campaigns which I’ll cover more later, but one thing they both said to me clearly was to spend the time getting to know the power editor, as that’s where the gold lives. Since then the general Facebook ads manager has got a lot better, but I still tend to spend most of my time managing our campaigns in the power editor.

Some notes about the Power Editor:

Before we continue on into some real examples, there are some concepts around the power editor that I need you need to understand (or my examples won’t make any sense at all). They are:

Custom Audiences: These are collections / groups of people that you define inside the power editor. They can be saved as groups of Facebook target segments, e.g. people in the USA, female, with a house value above $500,000 who are not a fan of yours (and about a million other variations). They can also be groups that you upload yourself such as your email subscriber list, or customer list. Facebook will match the email address you provide with a Facebook user and contain them all in a group. Or it could be a user who visits your blog, or even a specific page in your blog.

Power_Editor

Campaigns: Campaigns are the starting point of your advertisement. Not only do they given them a name, they also contain your objectives eg Like, click, sale.

Ad Sets: These are the second level of your advertisements and contain all the money information. How much you want to spend (per day or single amount) and when you want to start and finish your ad.

Ads: Ads is the ‘thing’ that facebook users will see. They hold the creative, and the targeting information, and how you will pay for the ads. eg. Cost per click, cost per 1,000 impressions. These ads can be both side column ads and in newsfeed ads.

Power_Editor

Custom Audience Pixel: This is a little snippet of code you put on your site to start creating custom audiences on Facebook to people who visit. When someone visits a page you send a little message to Facebook saying add this user to a customer audience under the settings you define. You can for example create a custom audience of all visitors to your blog (that are also on facebook) or all visitors to a specific or collection of pages. Or a combination of all. You can also specify how long to keep that visitor in your list (up to 180 days). If that’s confusing, don’t stress, I’m going to share what we use as a case study for you to start with.

Power_Editor

Conversion Pixel: This is a little bit of code that tells Facebook that a visitor has successfully completed the action you wanted. It might be to buy something, or it might be to sign up to a newsletter. You put this code on the ‘success’ page in your checkout / sign up process. For example the landing page someone sees after clicking the verification link in your email confirmation.

_1__Conversion_Tracking

Lookalike Audiences: This is an audience that Facebook creates for you based off an existing custom audience. So for example if I’ve created a newsletter subscriber custom audience, Facebook can create for you a audience that is similar to that group. I can specificy how accurtate I want to that be. The less accruate the bigger the target group will be.

Power_Editor

Okay so that’s the power editor. We can move on now.

Plan

You hopefully have an idea of the different types of ways you can target users and you have an idea of what you want them to do. It’s time to start planning all the different types of campaigns you are going to run.

Think along the lines of:

  • Customer and segments (who)
  • Actions (what)
  • Budget (how much)

With dPS we are currently running 9 main campaigns:

  1. Visited any dPS page in the last 48 hours that does not like us | To like | $20 per day
  2. Verified newsletter subscriber last 7 days that does not like us | To like | $20 per day
  3. dPS eBook customer in the last 12 months | To like | $100 total
  4. Lookalike Visited any dPS page in the last 48 hours that does not like us | To like | $20 per day
  5. Lookalike Verified newsletter subscriber last 7 days that does not like us | To like | $20 per day
  6. Lookalike dPS eBook customer in the last 12 months | To like | $100 total
  7. dPS eBook customer in the last 12 months | To buy | $100 total
  8. Lookalike dPS eBook customer in the last 12 months | To buy | $100 total
  9. dPS fan | To buy | $100 total

Some other types of campaigns we have run

  • Promoted posts: We have experimented with seeing if we could get some viral momentum with updates on our feed. To day we haven’t had great success with that, but we will re-visit.
  • Promoted product announcement post: We have promoted posts that announced a new product to our fans and had amazing success. The campaign we ran for our posing guide was the most successful campaign we’ve run to date.
  • Target interest groups: We have done some target interest campaigns where we focus on people who, for example, like photography in the US. But we’ve not had a heap of success with this type of campaign.
  • Unverified newsletter subscribers: We ran campaigns to people before they confirmed their newsletter subscription but it was a lot more costly than tarting post verification so we’ve stuck with that.
  • Different combos of the 48 hours / 7 days delays: We have experimented with 1 day, 2 day, 7 days, 30 day and 90 day times on our campaigns which we then narrow that down to a couple of options.

Setting budgets

When we set budgets we tend to first run a set figure, so $10,$20,$50 after that we review and decide if we’ll run it ongoing. Only three of our 9 campaigns are set to ongoing at this stage. I also like to set budgets before I’m in the power editor as I like to see the total spend. $5 doesn’t seem like a lot when you are looking at the one campaign, but 5 X 100 campaigns you want to see up can add up pretty quickly.

Get your house in order

Once you have a plan for the types of campaigns you want to run initially it’s time to get everything set up.

Get your advertising account set up

You’ll of course need some way for Facebook to take your money so you’ll need to set up an ads account. Chances are if you’ve used the ‘donate to Facebook’, sorry, ‘boost post’ button in the past, you’ve already done this. As you create more ads over time, Facebook will allow you to spend more but you still remain in control.

Get your tracking in place

If you want to use custom audiences that include visitors from your site you’ll need to set up the tracking pixel. This was actually a little harder for me that I expected so I decided to commission a plugin to make that easier for wordpress users to install the Facebook tracking pixel. Best of all it’s free and you can download it here. Watch the video for details on how to use it.

Get your segments and custom audiences ready

Once you have your tracking pixel set up, you can start creating custom audiences. With dPS we have a lot. Audiences for all visits to the site across different time delays. Separate audiences for visits to our sale pages the list goes on. Initially keep things simple and create audiences for the campaigns you planned above. Then let your imagination run wild. Your custom audiences should include any lists you can upload as well such as your newsletter and customer list.

Once you’ve set up your audience it’s time to setup your lookalike audiences. When creating a lookalike audience you’ll be able to select your custom audience to base it off.

You would finally then create general target segments that you might use to target specific interests and types of Facebook users. Remebering that this type of segment is the one I’ve struggled most with trying to deliver value for spend. If you’ve made this work I’d love to hear more.

We now have to people to advertise to. The final preparation step is to…

Get your Facebook page in good standing

Now I’m kinda lucky here as I have a pretty savvy guy named Darren ensuring that the Digital Photography School Facebook page was in good standing. Great engagement, good visuals, and a constant stream of new content makes anything I wanted to do with advertising so much easier. Not everyone has that luxury, so you’ll need to make sure your organic activity and the setup of your Facebook page is in tip-top shape.

Create

Okay so we’re staring to round the final turn here and we’re close to setting live your first ads. Everything is set up, we have our audiences, we have our campaign plan, now it’s time to put them all into the the power editor…

Creating your first campaign

You start by giving it a name, then picking your objective and setting any custom fields you might need (dependant on the objective). You should already have most of that that in your planning. Once you have set up your campaign you then create an ad set that you link to a campaign, give that a name then set your start / finish times and your budget.

Setting up the ads

I’m sure by now you feel like you’ve come a long way, and you have. Now it’s ad setup time. You’ll need to enter:

Creative: There’s a whole different post on what creative to use on your ads and everyone has an opinion. But regardless of what others experience, experimentation is the key to finding what works for you.

Copy: There will be areas to enter limited text. Titles descriptions and buttons to your add. Again, just like copy, testing and practice makes perfect.

Placements: You’ll have to decide if you want the ads to show in the sidebar, the newsfeed, and on mobile. For a while I focused mainly on the newsfeed and mobile, but my recent webinar with Jon questioned the legitimacy of that, so I’m currently testing all options

Targeting: This is where you tell Facebook who to show the ad to. You’ve set up your target audiences already, so you don’t need to worry about all the profile stuff. Simply add your audience at the top, exclude any audiences you don’t want see the ads (and the same for fans at the bottom), and you’re good.

Charging model: The final step with your ad is to select CPC (cost per click) and big on that or CMP (cost per thousand impressions). I tend to stick with optimized CPM, but only because that’s what I was advised to, I do want to play around with that a little more.

You can run multiple ads under the one ad set, and I do that I a lot. But what I also find is that Facebook tends to decide which ad they are going to run out of the group very quickly. I think too quickly and that will result in one add showing 99.9% of the time and the rest only 0.01%. Not sure why that’s the case and the only way around that is to create multiple ad sets with single ads.

If your ad is about a click, think about your landing pages

You’re getting a very targeted click from Facebook when someone follow your link to your page. Spend time getting that landing page right for the user. We don’t send people directly to our sales pages for ‘buy’ related campaigns. We send them to a page we set up just for Facebook traffic. You can see an example of a current bundle we’re running right now.

Note about the conversion pixel: If you campaign success is conversions, Facebook will give you a tracking pixel for the campaign. As I mentioned earlier this needs to be put in your ‘success’ page for the action to be sent back to Facebook. The good news is that the Facebook plugin for wordpress you might have used for the tracking pixel also allows you to put the success pixel on any page or post of your blog. This will work only if your success page is on your own site. For example we currently use e-junkie on dPS and we can’t edit the ‘success’ page so we can’t track sales in this way.

We do however track success through analytics using the optional URL tags field in our ad setup.

By entering:

utm_source=facebook&utm_medium=cpc&utm_term=promo&utm_content=us&utm_campaign=landscapebundle

It will attach campaign data (you’ll need to change landscape bundle to something else) to any sale Google Analytics records in it’s commerce area and thus we can report on a campaign level how many sales and how much revenue we make.

Power_Editor

We’re now all set up and ready to set our ads live. If your using the power editor you need to upload your changes (top of your screen). Once you do that you’ll send all the campaign data to Facebook. Facebook will review your ad and approve. I think there are two stages to this as I’ve had a few ads unapproved after being approved. Which is kinda weird.

Review your results

If you’ve set your campaigns to start straight away, you’ll actually start to see results pretty fast. You’ll want to leap to conclusions pretty quickly, but my suggestion is wait a least 24 to 48 hours for a more detailed story to be told. When you have a little more insight, that’s when you can take some action.

Reports are found in your ad manager where you’ll see what you’ve spent, your reach and depending on your campaign type, likes, clicks, reach clicks or conversions.

_1__All_Campaigns

You’ll be able to compare all your campaigns side by side to pause poor performances, increase budgets on your strong performers, edit ad creative and copy, change landing pages. These real time changes help you improve the performance of your current campaigns, but also inform you about the next campaigns you might want to run.

Darren and I will talk through campaign performance as often as we can. Trying to understand what’s working, making decisions on what to continue with and stop, and brainstorming on new ideas.

Our results:

From a ‘boost post’ perspective: The only real value we’ve seen from a boost post perspective is when we boosted a product promotion update. We had a result that was nearly a 500% return on investment in first purchase which is a phenomenal result in any anyone’s advertising book. Boosting content posts to help build a viral effect just hasn’t worked for us the handful of times we’ve attempted it. But we’re not done yet!

From a ‘like standpoint’: We’ve seen costs per likes range from 1 cent to over $1 (we stopped that one pretty quickly). On average it’s around the 7 cent mark. The impact of this is hard to gauge as the reach and traffic we get has just as much to do with the content and timing of the post as it does the volume of likes we have. So it’s difficult to know 100%. What we also notice is that when we are advertising for likes, our organic likes seem to jump as well. So in real terms that 7 cent per like might be a little understated.

From a sales standpoint: I haven’t actually run a campaign on Facebook targeting sales that hasn’t been profitable. The returns have been from $5 in sales for every $1 we spent to $1.20 in sales for every $1 we spent. We haven’t spend piles of money on the ads just yet but it’s very promising. I suspect that the more we spend the less return on investment we get, as we have to chase a wider audience but time will tell.

Expand

Once you’ve done the hard work to set everything up and your first couple of campaigns behind you, I’m sure your mind will be buzzing with ideas. Just like we were. Our approach as we look to expand our Facebook activity to fall into these principles.

Test and add budget to what’s working

Darren and I am both open to testing things in moderation. We’ll use small budgets on ideas and then add once we’re convinced it will work. We’ll keep doing that with who we target and what we ask of them.

Look for new segments and narrow the ones we have

We’ll continue to both expand into new segments, as well as be smarter in the ones we have. For example knowing what type of post you visited on dPS could inform me what type of advertisement image you’ll be receptive to, or what sort of product you might like.

Be careful on how many times you show your add

We’re also very cautious not to over-advertise to our audience. Facebook will continue to show your ads to people as long as you’re prepared to keep paying. There’s a figure in your campaign reporting you need to be looking at – ‘frequency’. That tells you the number of times an ad was shown to a user. We want to keep that to no more than five in a campaign.

_1__Campaign_Summary

You don’t have to advertise all the time

We also want to ensure we pause our ads from time to time. This not only give us a little break, we’ve found that short bursts net a better result than one steady steam of ads.

So that’s how we approach advertising on Facebook with dPS.

We feel we’re just getting started with our story here and I’m sure there will be much more to share over time. I’m sure there are a stack of personal experiences that others have had, I’d love hear. I’m learning something new every day too!

With advertising – before you give me that blank stare again, just remember, as a blogger growing your audience is important. It’s a big part of the value your blog holds. Advertising is a great way to support and help accelerate that.

There’s a reason business and people pay to reach your audience.

Shayne Tilley is the marketing guy for ProBlogger.net and Digital Photography School.  The author of the PB Guide to Online Marketing and a long time contributor to the blog.  When he’s not thinking of new and interesting ways to grow the ProBlogger sites, he’s either bashing up developers or hanging out with the swiftly.com team.

Theme Week Roundup: Which Tip Will You Put into Practise?

FINDING READERSLast week we delved in deep to the things you can do with your post once you hit “publish”. Some people feel as though that’s the end of the road, and others feel as though it’s only the beginning!

There are plenty of things you can do to keep your post current on social media, ensuring it is optimised for SEO, how to repurpose it for different channels, how to keep readers on your blog once your post is published, and how to extend your ideas for the future. It was a week packed with information, and plenty of takeaways for you at home. Let’s have a look at what we covered, and we’d love to hear your feedback on the ones you think you might like to try (or ones you feel as though didn’t quite work in your situation).

How to Socialize Your Posts For Maximum Effect:

Darren wrote extensively about where you can post your posts on social media to be in the right information stream for your readers. He broke down the choice of social media to what kind of time you have to spend, where the majority of your readers are, what suits your content best, and where your competitors might be. He explained how a rhythm to sharing is important, and outlined how to do this for maximum return. He gave great tips for sharing on Twitter and G+, and the kinds of resharing he does after the initial push. Which tip resonated with you?

Publish Your Blog Post Without SEO, and 1000s of Readers Will Be Forever Lost:

Rand Fishkin reminded us all that content can stay current after its inital social media push by optimizing it for search. He explained how fast your post can die if not supported in the first instance with good SEO, by paying attention to keyword research, the best way to go about finding a title and what kind of information to include in body content, and the best ways of reaching out to your network to get your content seen by the right people. I loved the presentation he included called “How To Earn Traffic Without Selling Your Soul” – something to think about if you feel as though optimising and keywords take away from the beauty of writing from the heart to connect with your readers. Did it have an impact on your thoughts about it?

How To Repurpose Your Content and Why You Should Do It:

Repurposing content isn’t just re-promoting your posts on social media, as Darren explains. It’s about changing up your content for different media streams, and for the different interests for your readers. It heightens your search result rankings, and readers can also connect with your work more deeply. Of course, there are risks present, and Darren outlines those, and he also gives his best advice for how to repurpose your content for the best results. There are some solid tips and concrete examples – which ones do you think you’ll try?

You’ve Got Readers To Your Blog: This is How You Keep Them There:

Day four was all about keeping readers excited and wanting to engage after you’ve optimised your post for SEO, published it to all the right channels, and even repurposed it for different reader needs. I broke it down into site design, reader comments and how to interact with them for the best results, and what you can do off your blog to drive traffic back to your posts. Everything from responding to as many of your readers as you can, being useful, sparking conversations between readers, to having a clear design, making commenting a breeze, and returning the favour of a comment on someone else’s blog. I’m sure at least one of those tips would be successful if you used them today – which one will it be?

Extend Your Ideas With Future Blog Posts:

Darren explains the problem he is seeing with current sites focusing on curated content, and how sensationalist headlines will only get you so far. He outlines the best tips to make you stand out from the crowd – how to go deeper with information, and how to provide genuine, interesting, useful content. He tells us how to find future post ideas in the post you’re currently writing, and how to extend previous posts you’ve written for a new readership. What is something you can adopt in your daily writing practise to help your information go further?

We’d love to hear your thoughts!

 

Theme Week: How to Repurpose Your Content [and Why You Should Do It!]

This week we’ve been talking about what to do with your blog posts after you hit publish. So far we’ve talked about optimizing it for search and socializing it on social media - today we’re going to talk about ‘repurposing’ it.

What is Repurposing Content?

I like Erin Everhart’s definition of repurposing content. She defines it as:

“repacking one piece of content across many different media. Each time, you’re adding to it (or taking away from it), and making it unique for the source, the medium and the user who’ll be reading it.”

If you’ve been blogging for even just a few months you’re already probably got quite a bit of content in your archives that you’ve invested a lot of time into creating. The idea of repurposing some of those posts is that it enables you benefit again from the work you’ve already done by highlighting those ideas again in a new medium.

What it’s NOT
To be clear – what we’re talking about here is not simply re-promoting content you’ve already written on social media.

We’re also not talking here about rewriting or updating old blog posts in a new way.

There’s nothing wrong with re-promoting or rewriting – but repurposing content is about creating new content in a new medium based upon what you’ve already done.

What are the Benefits of Repurposing Content?

There are a number of benefits of repurposing content that you’ve already written.

Reach More People with More Relevant Mediums

For starters it can help you to reach more people with your ideas using media streams that are more relevant and digestible for them.

Reading a blog post will appeal to a certain percentage of people, but not everyone likes to read – so communicating your ideas using other media makes them more accessible to people with different learning styles, personalities, and backgrounds.

Rank Higher in Search Results

There can be numerous SEO benefits of repurposing content. For starters, creating a video, slidedeck, or podcast that links back to your original blog post means more incoming links to that post.

However that is just the beginning – create content in your repurposing that has a shareable component to it and you could just see your content appearing on other people’s blogs and websites – complete with link backs to your site. For example creating an embeddable infographic that links back to your article exponentially grows the incoming links to your site. It also is great for growing your brand and profile.

Deepen Impact Upon Readers

If you are trying to have a deep and lasting impact upon your readers with your ideas, then it is likely that you’ll need to communicate your core ideas more than once.

It isn’t that your readers are stupid or that your communication isn’t good – it’s just that people are being bombarded with messaging, and they live lives full of distraction. Sometimes it just takes a few goes to get your message through.

Repurposing content allows you to communicate your core ideas numerous times in different ways. It allows you to explore a topic from different angles. If done well it can significantly improve the impact of your ideas upon readers.

Here’s what Seth Godin says:

“Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”

Take a Little Pressure Off Yourself

One of the main ‘benefits’ of repurposing content that I see people preaching about is that it is an ‘easy’ way to come up with new content for your blog.

My reaction to this is that ‘easy’ is not always a description I’d give to repurposing content. It takes work, in fact sometimes it takes more work than the original creation of the content. So it isn’t always easy – but it does take a little pressure off you as a blogger.

Many of us as bloggers feel a lot of pressure to have to come up with something completely new, original and mind blowing every single day on our blogs.

It is unrealistic to expect anyone to come up with a completely new and world changing idea every single day. Most of us struggle to come up with a BIG idea in a lifetime let alone every day!

Repurposing content can give you as a blogger a little extra breathing room. It enables us to have a little extra time to better explore, deepen and communicate our ideas before needing to come up with the next one.

What are the Risks of Repurposing Content?

Repurposing content is something that has many benefits if done well – however I want to emphasise that it can also be done badly and has some associated risks.

Every blogger that repurposes content has their own approach to doing so but from my perspective some of these risks include:

  • Formulaic repurposing
  • Going for quantity over quality
  • Creating fluff

Let me illustrate with an example.

Last year I heard a speaker at a conference talk about how they had developed a system for repurposing every single blog post they wrote.

Every week they would write three blog posts that would be sent to a virtual assistant for repurposing.

That assistant would then create a slideshow, a video of the slideshow, five graphics with quotes from the post that would be shared on social media, and three rewrites of the original blog post to be pitched as guest posts. The speaker would also record himself reading his blog posts to post as audio files which were presented as a podcast.

So for each of his three blog posts, he would be creating 11 other pieces of content – 33 per week!

The blogger and his assistant are to be admired for their endeavour – but the result was overwhelming and probably hurt his brand.

In order to create so much content, templates were used for slideshows, videos, and graphics which resulted in a certain ‘sameness’ in a lot of what was produced.

As I listened to this blogger speak, I looked over his blog and social media accounts and was very quickly overwhelmed by content. His three blog posts each week were good – but the systemised repurposing of content and sharing of it was too much to digest, and by repeating it all three times a week it became quite formulaic, predictable, and repetitive.

My Suggestions on Repurposing Content

There’s a lot to be said about how to repurpose content, much of which comes down to your individual style, the type of content you create on your blog, the needs of your audience, your goals as a blogger and the type of content that will appeal to your audience.

I can’t give you a blueprint, but here are a few suggestions to keep in mind:

1. Choose Your Content to Repurpose Carefully

I’ve already alluded to this numerous times above, but the selection of which content to repurpose is critical.

I would not suggest repurposing every piece of content you write, but instead to be a little selective. Personally, I choose to repurpose content that fits into one (or more than one) of the following criteria:

1. It is a core idea – if there is something that is central to what you’re on about as a blogger and what you feel your reader needs to hear, than this is prime content to repurpose.

2. Evergreen content – content that doesn’t date will enable you to repurpose it without fear of that repurposed content dating. This will enable you (and others) to refer to it numerous times into the future and gain maximum impact for your investment.

3. Content that has already been shared or received well – if you’ve published a post that has been well-received it might be the kind of content that will do well again if you repurpose it. Look in your analytics for your most popular posts and you’ll probably find something you could repurpose.

2. Think Carefully About the Medium

Not every post will lend itself to every medium for repurposing content. Similarly, not every medium will appeal to every audience.

There are many different mediums available to you for repurposing content – here are just a few that come to mind that you might want to experiment with:

  • Slide Deck – use a tool like Slideshare or AuthorStream to communicate your main points, share quotes, highlight statistics etc.
  • Infographics – present key stats, stories, histories etc in a visual form using a tool like PictoChart or Visuall.y
  • Instructographic – similar to an infographic, but more focused upon presenting a ‘how-to’ or a step-by-step process
  • Podcasts – take the core ideas in your post and record yourself exploring them as an audio file. Alternatively, set up a conversation that explores the topic with one or more other people and record it.
  • Interviews – seek out someone else in your niche to interview about the topic of your blog post. This could be presented as another blog post, podcast, video etc. Interview numerous people and it could be compiled together as an industry report.
  • Screen capture videos – if your blog post talks people through a process that can be captured as a screen capture video, record it and upload it to a video sharing site like YouTube. Use tools like Camtasia, Jing, Screenr or Screenflow to do this.
  • Talking head videos – set up a webcam and talk to camera about some aspect of the blog post you’ve written.
  • PDF download – convert your blog post into a PDF for downloading for those who wish to have a copy for future reference. Services and tools that could help with this include Anthologize, Zinepal and BlogBooker.
  • eBooks/Reports/Whitepapers – expand upon your blog post or compile it together with other content you may have written and present it as an eBook, report, or whitepaper.
  • Graphics for Social Sharing – take key quotes, points, or stats and put them into an eye-catching graphic for sharing on social media using a tool like Canva or PicMonkey. Alternatively, outsource it using a service like Swiftly.
  • Autoresponder – break your content down into digestible parts that readers could subscribe to as a series of emails.
  • Guest Posts – write a blog post that extends upon your post or that explores a related topic that you could submit as guest posts to other blogs. If not accepted, these could be used as followup blog posts on your blog or could be published on Google+, Tumblr, or LinkedIn
  • Articles for Media or Industry Publications – take the key findings or points in your blog post and submit them as an article to mainstream media or industry associations for republishing. If not accepted, these could be used as followup blog posts on your blog or could be published on Google+, Tumblr or LinkedIn.
  • Webinar – create a webinar based upon a post (or a series of posts) using a tool like Gotowebinar
  • Hangout – hold a Google+ hangout for your readers to come and have a discussion about a piece of content you’ve published
  • Twitter/Facebook Chats – hold a social media chat session to expand upon a blog post, interview someone related to the topic and generate reader discussion about your topic.
  • Workshops – compile your main points into a workshop that you could deliver at a real-life event
  • Transcription – if you’ve done a podcast, webinar, video or workshop, get the recording transcribed for those who might like to read it rather than listen/view it.
  • Create a Printable – create a downloadable printable checklist or template that relates to your blog post.

3. Take a Different Approach to your Original Content

A key with repurposing content is to present something that relates to the original content but that doesn’t present exactly the same information. This means if your readers do see the repurposed content in different forms, they don’t get annoyed by hearing the same thing over and over again.

There are a few ways to do this:

Extend
One way is to find related ideas to your original post. Extend what you’ve previously presented. I’ll write more on this later in this series.

Drill Down
Another method is to drill down into just one small aspect of your original content. For example, highlighting a key quote or stat, point or quote that you might have covered in a longer blog post and present it as a graphic.

Similarly if you create a longer webinar, podcast, or video – why not take a key 30-second grab from that content that you can share as a ‘taster’. The snippet might be a self-contained idea that by itself is useful to anyone who listens to it, but which also might serve as a way to get them to listen to the full presentation.

Compile
Another method (and one of my favourites) is to make your repurposing a summary of numerous previous pieces of content. For example many of the teaching webinars that I’ve done compile information in numerous blog posts that I’ve written. So take key articles from a category on your blog and compile them into a single eBook, whitepaper, webinar, or presentation.

Final Thoughts

Before we wrap up this post today – here area few final thoughts on repurposing content to keep in mind:

Spread it out

There is no need to bombard your readership with loads of repurposed content on the same topic quickly. Spread it out over time. You might publish a blog post today and then share a slide deck based upon it next week, and followup with a video or info graphic next month. It all helps build momentum naturally over time without annoying your readers.

Repurpose as You Write

As you write your original blog posts pay attention to the ideas you get as you write on how you might repurpose them. Quite often when I’m in the middle of writing a blog post I’m also making notes on how I could get graphics or slides made for followups or to insert into the post that could also be used for social sharing. The more you repurpose content the more you’ll find yourself naturally doing this.

Pay attention to your archives

Repurposing content can happen relatively quickly after you publish a new piece of content but also don’t forget about your archives. Some of your older blog posts might actually be the best ones to repurpose so dig back into your archives for the gold hidden there!

Make it Visual

The web is increasingly a visual place and on social media – where the bulk of your repurposed content will probably end up – the visuals are what can make or break what you do. So pay particular attention to the design of what you’re creating and consider investing in some outsourced help if design and visuals are not your thing.

Cross-link

I’ve already mentioned this in passing above but when you repurpose your content you will want to leverage that new content to link back to your original posts that relate to it. This is key for SEO and for sending readers deeper into your site.

What Would You Add?

Repurposing content is a massive topic and there are no right or wrong ways to do it – so I’d love to hear YOUR perspective on the topic.

I’m particularly interested in seeing your examples of where you’ve repurposed blog posts into other formats and would love to see any links in comments below with examples of when you’ve done this for yourself!

Theme Week: Publish Your Blog Post Without SEO, and 1000s of Visits Will Be Forever Lost

We welcome Rand Fishkin to the ProBlogger Theme Week today to talk us through all things SEO. While this week we’re exploring all the things you can do with a post after you hit “publish”, Rand is reminding is to take a second before we do and have a look at the things you can do to optimize your post before it even gets into the hands of your readers.

For days, you’ve been agonizing over this post. The hours of guilt for not starting it sooner, the toil of finding the right topic, the relentless editing and re-editing, and now, at long last, the publish button is there, tempting you to end the struggle and at last declare this tiny battle over.

publish-button
(above: the blogger’s tantalizer, teaser, needler, and tormenter)

If you give in to that sweet release, it will feel good, at least for a little while. But in the months and years to come, you’ll look back at that post and, perhaps in revery, read it again, and think to yourself:

“That was a really excellent post I published. Why has it had so little success?”

It started so well. The post had some retweets on Twitter. It got shared and liked a few times on Facebook. Maybe it even got a bit of traffic from Google+ or Pinterest. But, then, the traffic stopped. Your post wasn’t “new” anymore, and the web world, it seemed, no longer cared for something more than 24 hours ago. In fact, the data backs this up – social sharing half-lives across networks are <7 hours.


spike-of-hope

There is another way.

The vast majority of content consumed on the web isn’t actually found through social media. In fact, the largest driver of traffic to web content (outside of direct navigation) is still the same source it was 3, 5, and 10 years ago, and remarkably, in spite (or perhaps in part because) of the rise of social & mobile, this source is still growing.

You’ll probably recognize it:

google-search-box

Search, and Google in particular (with 90% of worldwide share), still drive vastly greater quantities of traffic than all the social networks combined (some good research from DefineMG here). Given Google’s 3.5+ Billion searches performed each day, that shouldn’t be a surprise, but to many bloggers, thinking about search, Google, and all that “SEO stuff” has been put aside in favor of Facebook shares, likes, tweets, +1s, and the more visible feedback and applause that come from social sources.

That bias is understandable – a visit from a Google search doesn’t have a fancy embeddable counter you can show off. 30,000 visits a month from search engines doesn’t carry nearly the same social proof that 30,000 Twitter followers does.

But, it should.

The vast majority of visitors who come via social have a browsing-focused intent. They’re looking for something interesting, distracting, temporal, and, only rarely, directly or immediately applicable to an activity that will lead to them accomplishing the goals you’re hoping for on your website (a subscription to your posts, a following of your social accounts, purchasing your products, etc).

On the other hand, searchers know exactly what they want and when they want it – right now. Almost no searches are entirely serendipitous, but most every social visit is entirely so. A searcher is seeking to find information, accomplish a task, or transact in some way right this minute. That’s why they performed a query. If your blog post (and your website, more broadly) helps them achieve this goal, the value of that visit to both parties can be fantastic.

Here’s the tragedy:

When you look over those past posts, you might realize that yes, dammit! It’s time to do some SEO! No more ignoring Google, Bing, Yahoo, and the rest. But, sadly, that ship has probably sailed. One of the harsh truths of blog-focused SEO is that a few hours after a post is published, 90%+ of the ranking ability is spent. Sure, you could go back and tweak some titles, language use, or even URLs (depending on your CMS), but those don’t have a good chance of helping the post perform moving forward.

It’s that first burst of activity – of social sharing and people emailing it around and links coming in – that set the stage for ranking success in the search engines. The words, particularly the title, of the post are how others will describe it when they share, link, tweet, and pin. Those words are strong signals to search engines of how and whether to include your page in the search results. Likeiwse, the first few hours are when you’re most likely to earn that attention and awareness of potential linkers. Links are still a huge part of how search engine algorithms rank pages, and without them, you’ll usually struggle to perform. Both of these are short-lived opportunities on which you need to execute if you’re going to have SEO success with your blog.

Thankfully, you can resolve to make this a priority in the future. It may sound like a bad infomercial, but you can substantially upgrade your blog’s SEO potential with less than 5 minutes per post. Here’s how:

  • Step 1: Keyword Research
  • Step 2: Post Title & Body Content Inclusion
  • Step 3: A Teensy Bit of Proactive Outreach

Step 1: Keyword Research

Earning additional search visits from the content your blog produces over a long streth means ranking for a keyword term or phrase that gets at least a few queries each month. You probably don’t want to tackle competitive phrases where you’ve got little chance to rank on page 1, but you also don’t want to to be ranking brilliantly for a search term no one ever types. In general, phrases with fewer searches are going to be less competitive (if you want to get more data-driven about analyzing the relative difficulty of ranking for a keyword, there’s a tool for that).

Google’s Keyword Planner Tool is still the best one out there to show relative volume levels. Here’s what it looks like:

adwords-kw-planner1

I plugged in a few possible searches related to the post you’re reading now (which is, in a very meta way, about doing SEO for blog posts). The suggestions you see above are what Google’s keyword tool returned. They expanded on a few of my ideas and showed me some terms I wouldn’t have otherwise thought to put in. But, before we go further, there’s four important points to be wary of when you’re looking at the Keyword Planner:

adwords-kw-planner2

A) These aren’t ALL the terms and phrases Google knows are related to your keyword(s). For whatever reason, they’re not comprehensive and, on any given search, may omit numerous good options. This is why it pays to refine and rerun once or twice, and to expand your brainstorm list of terms. It’s also why I’ll suggest using another methodology in combination with Keyword Planner below.

B) The numbers you see are not accurate. We’ve seen them show numbers that are 1/4 of the actual searches for a term and we’ve seen them show 4X the real figure. What is useful are the relative quantities. If Keyword Planner says term XYZ gets twice the searches that term ABC gets, you can be fairly sure that XYZ > ABC. Don’t panic about choosing a term with only 10 or 20 searches/month. These low numbers are actually where we see the least competition and the least accuracy from Google in under-reporting real volume.

C) This “competition” does not refer to how hard it might be to rank in the organic results for a given keyword. Keyword Planner is showing a competition level that’s related to AdWords bids and how many campaigns are targeting these terms. Don’t be too discouraged if it says “medium” or “high” as the organic results won’t always reflect what the paid ads do.

D) Likewise, the cost column can be mostly ignored when thinking about SEO. The one area it can be helpful is to provide a sense of how transactional in nature the search query is, and the value of that traffic to others. If you’re thinking about offering ads on your blog, for example, you might want to note how much advertisers are paying to be in front of searchers for a keyword related to your topic(s).

The other keyword research source I’d encourage you to pursue is Google’s autosuggest. It often illuminates keyword ideas that you may not have seen through AdWords Planner. In fact, some of the best terms and phrases to target are those Keyword Planner hasn’t listed, but autosuggest does (this is because many other SEO-focused content creators have likely missed them).

blog-seo-autosuggest
Start typing, but don’t hit enter!

Step 2: Post Title & Body Content Inclusion

Once you’ve found a few keywords that might work, modify your blog post’s title to include it if you can. For example, when I started drafting this post, I titled it “Publish Now And 1000s of Visits Will Be Forever Lost.” It had a catch and it matched the tone I was aiming for with the piece, but it didn’t target any of those lovely keywords that can help it potentially earn visits for years to come. So I thought up three more:

  1. Publish Your Blog Post Without SEO, and 1000s of Visits Will Be Forever Lost
  2. Your Amazing Blog Post – SEO = 1000s of Lost Visits
  3. These Simple SEO Blogging Tips Will Save You 1000s of Lost Visits

Even though I don’t like #3, it’s probably the best optimized title (note that Google is pretty smart these days about interpreting modifications of words like “blog” and “blogging” that have the same meaning/intent). But, that doesn’t mean I’ll choose it. As I noted above, a lot of a post’s potential success is based on its ability to get in front of the right eyeballs. A title that’s optimized for keyword placement but doesn’t resonate with social sharers and potential linkers isn’t worth compromising for. Instead, I’d go with #1 or #2 and I happened to like #1 just a bit better.

The only other part of this step is to make sure the post itself has at least a mention or two of the target keyword phrase and is actually about that topic (nothing infuriates searchers more than discovering a page ranking in Google that’s not actually about what they wanted – and those user/usage metrics will, eventually, hurt your rankings).

Step 3: A Teensy Bit of Proactive Outreach

Chances are that when writing your post, you mentioned someone, used a graphic or image from somewhere else, linked to some reference-worthy content on another site, or called out a service or organization in some way. If you believe there’s any chance that they (the referenced party) would be interested in reading what you’ve written about them, don’t be shy – let them know.

Twitter makes this incredibly easy (and Google+, too, for those of you using that service). In this post, for example, I referenced a study from Bit.ly, some search stats from Statcounter, and a great post from Define Media Group. Immediately upon hitting publish, I should tweet, G+, and/or email all three of them and say thanks, making sure to point them in the direction of this post. Maybe they’ll share it, maybe they won’t, but they’ll know I appreciate their work, and that goodwill might be valuable in the future, too.

Likewise, if I know there’s a few people in my network or among those that I follow/interact with on social media or the offline world who might benefit from or enjoy this post, I should drop them a line, too.

This might be 30 seconds of thinking about who to contact and another 2 minutes sending the messages, but the reward for that effort could mean the difference between a post that spreads, earns links, and ranks, and one that falls into the tragic “Flatline of Nope.”

———–

A few last pieces of advice:

  • Don’t worry too much about targeting a keyword phrase in more than one post. If at first you don’t succeed, try again! Google has no penalty for a blog that publishes 3-4 posts all chasing the same keyword. The only time I might not do this is if you’re already ranking very well for a term/phrase, in which case, I’d consider updating the old post vs. writing a completely new one.
  • Updating & re-publishing can be a super power! If you’ve got a post that did well, but didn’t quite make it to the first page of results, consider revising it, adding in the most modern information, and publishing a new post to replace the old one. You can use a 301 redirect or rel=canonical tag to point search engines from the old version to the new one.
  • If you need inspiration for titles or content in niches where you think there’s just nothing exciting to write about, I can’t recommend Buzzsumo enough. Give the tool a spin with a few searches related to your potential topics and you’ll see what I mean.
  • Not every post needs to be or should be SEO-targeted. Writing for your audience, for yourself, or simply to court serendipity is a wonderful thing. But every few posts (or at least every few dozen), think about all those poor souls who are searching and finding none of your amazing work – do it for them :-)

p.s. A couple years ago, I created a presentation centered around my love for bloggers and blogging entitled: How to Earn Traffic Without Selling Your Soul. If you’re worried that SEO means sacrificing the beauty of your work, check it out – it may just restore your faith that the two can live in harmony.

Creating Products Week: The Launch Countdown

Theme Week (1)

Darren says: It’s been a big week here at ProBlogger as we’ve worked through a series of posts exploring the topic of monetizing blogs through creating products.

I hope you’ve found it helpful and feel equipped to create your next product.

Today in a final instalment from Shayne and myself (we do have one more post in the series tomorrow though), we look at what to do when you’ve finished your product and move into launching it.

Without this final piece to the puzzle, we just have a great product – but nobody ever buys it. I hope you find this useful!

At a recent Problogger Event, I presented a session on how to launch product in the style of a ‘countdown’.

As it’s product week, and you’ve already prepared, picked, and constructed your product, it’s time to launch. So, today I’m sharing the countdown with you.

10. Practice Makes Perfect

I always suggest you do a mini-product launch on someone else’s product as an affiliate before you do your own.

Find a good affiliate product and revolve your practice launch around it.

You’ll learn a lot from doing this including:

  • what strategies are more effective than others
  • how much time you’ll need
  • how responsive your audience is

If you want to be a bit strategic, pick the product of someone who’s experienced and successful with their own launches. Reach out to them and let them know what you plan to do and ask if they have any advice – they’re likely to give you some pointers that you can then fold into your own launch.

Darren says: Shayne is spot on with this tip. In 2009 when I launched my first eBooks I had never launched a product of my own before but thankfully I had already done a number of promotions of other people’s products as an affiliate.

For example: on dPS two months before I launched our first Portrait eBook, I did a campaign for another site’s photography eBook. I chose to promote an eBook on a different topic so as not to cannibalise my own sale. I arranged for a discount for my readers with the other site owner, and then ran a simple two week promotion that went like this:

  • I emailed my list with details of the discount I’d arranged
  • I blogged about the eBook discount (and shared the post on social media)
  • I followed up a few days later with a blog post reviewing the eBook and reminding people about the discount (and shared the review on social media)
  • 48 hours before the discount ran out I emailed my list again letting them know and also sharing the review I’d written

By doing this launch, I made some money from my affiliate commissions – but the real ‘profit’ in the exercise was that I learned more about how to run a launch for my own products.

I learned what marketing worked and didn’t work with my audience, I learned about writing sales copy, I learned a bit about the price point my readers would buy at, etc.


9. Pick a date

You need to set a date and try your best to stick to it.

Pick a date that works for you, but also your readers (think about things like holidays, seasonal activities and events that might take their attention away from your launch). Also, think about the time of day and choose one where most of your readers will be online (we tend to launch as our audience in the US are getting to work).

If you’re someone who needs some accountability for motivation, let you readers know the date ahead of time. This way if you don’t hit it, you’ll be disappointing them as well as yourself!

8. Lock your product down

When you go into launch mode, you need to shut off product creation mode.

Your product is done and finished and cannot change unless something drastic happens.

You need to stick to this, because if you are continually tempted to go back and change your product, your launch will suffer or worse – not ever happen at all.

It’s time to stop thinking about your product and sell what you have.

7. Know your ‘Angle’

With all my launches I like to pick the ‘angle’ I’ll take in my marketing nice and early.

By ‘angle’, I mean the one key point that I will emphasise in marketing the product throughout every part of the campaign.

Your angle should be a benefit (not a feature), and ideally it will encompass your unique selling point that we identified when you first decided to create this particular product.

Darren says: This is something worth spending some time on.

Every time we launch a product, this is one of the key things that Shayne and I debate and experiment with in the lead up to a launch.

Sometimes the angle comes to us really early and easily, but many times it only finally clicks as we start writing our sales copy – and only then after we’ve written a number of versions of it!

One tip that I’ve found helpful when looking for the angle to take is to think about how you can test it with your readers beforehand.

I’ve been known to ask questions on our Facebook page or Twitter to try to get inside the heads of my readers. I’ve also run polls on the blog at times that test two alternative ideas to see what connects most with readers.

Also sometimes the ‘angle’ comes simply by brainstorming with friends. For example when I launched our Travel Photography Ebook, I emailed a few friends for feedback on the sales copy that I’d written. Jonathan Fields came back with the suggestion that I think about that feeling of regret that people get when they come home from a trip and realise their photos don’t live up to the experience they had.

That idea led to the ‘angle’ I was looking for, and ultimately to the line that I used in every piece of marketing ‘Taking a Trip? You’ve Got One Chance To Get Your Pictures Right…’

Angle travel

Once I had the angle sorted, the rest of the sales copy flowed.  At the time, this eBook became the biggest seller we’d ever had.


6. Make a Plan

I’m not a super-detailed planning guy, I like to go with things as they come more often than not. However, I do make exceptions with new product launches.

Detail down all the things you need to do with your launch.

Your emails, your blog post, any advertising you might activate, guest posts you might do on other people’s blogs, affiliate communications, etc.

A launch that goes to plan is a busy time. A launch that hits it out of the park, or doesn’t go well, can be crazy time.

A plan will give you comfort.

Darren says: For me a ‘plan’ comes in two parts. Firstly there’s all the detailed things that need to be done. These logistical things might include setting up the shopping cart, writing sales copy, emailing affiliates, etc.

The other part of it is thinking about the ‘flow’ or ‘sequence’ of marketing communications you want to do.

Thinking ahead of time about the sequence is worth doing because it means you’ll create a launch that takes your readers on a journey and which creates momentum – rather than just sending out random sales communications.

When you do a launch it can be a real buzz and you can easily get very caught up in the moment and start communicating with your readers A LOT – too much, in fact.

Here’s a launch sequence that I put together for the Travel Photography eBook that I mentioned above:

Product launch

This was only my fourth eBook, so the launch was quite simple. We’ve now evolved the process quite a lot, but you can see here that ahead of time I’d planned to take my readers on a bit of a journey.

I started off by surveying/polling my readers about their experiences with travel photography (I did this in a poll in a post in which I hinted there was an eBook on the topic to come). This warmed up my readers and also helped me to get inside their heads on the topic (which helped shape the sales copy).

I then featured two guest posts on the blog from the author of the eBook. This again got my readers thinking about the topic and more familiar with the author.

The launch post and sales email (which went up simultaneously) on the blog gave information on the product and mentioned the fast action special (a discount).

Next they got their normal weekly newsletter – which mentioned the eBook gently.

Through all this time there were a number of social media updates (on launch day there were a few but on other days no more than one a day).

Then I ran an interview with the author as a blog post – again to show who he was and show off some of his photography.

Then was another mention in our newsletter (not a hard sales email).

Then we did a blog post and final email telling readers that there was 48 hours left to take advantage of the early bird special.

This was a three-week launch. Readers got two sales emails and blog posts, but a variety of other less sales content as well.

Our launches today typically go for four weeks now, and we generally email 3-4 times in that period – but again we design the sequence to add value to readers and take readers on a bit of a journey.


5. Ready your Army and your Audience

Before you launch, you should start to get both your audience and your network ready.

You’ve hopefully been building them long before the launch to get them ready for what is to follow.

Give then sneak peeks, play some games, get them excited.

The general rule of thumb is give as much information to get them familiar with the product, but not enough as to allow them to make a decision on if they will buy it or not.

4. Make sure it’s Sellable

I encourage you to make sure your ability to both collect money and fulfil the product is rock-solid.

There is nothing more frustrating to me than having a reader who wants to give me money, and due to a technical break down, can’t. Worse still – they have given me their money and I am not living up to my side of the bargain and delivering the product!

So buy your own product: test it on mobile, on different browsers, and using all the payment options you have available. Involve others in this process too as they might find other issues than you.

3. Activate Tracking

Make sure you can track everything that’s happening on your product pages.

Get Ecommerce tracking enabled in Google Analytics, at a bare minimum.

This will feel like work for no reason at the start, but when you launch, and you’re trying to figure out what’s happening you’ll be glad you did.

You also might want to make sure you can quickly run some a/b tests if you need to change things up and that you can update your sales page at a moment notice.

Your launch will unfold in real time and delays will cost $$.

2. Put the writing on the Wall

Now it’s time to focus on your sales copy.

You’ve got your angle set above and you now need to start pushing that into copy for your sales page, blog posts, emails, affiliate communication, social messaging and advertising.

This is the one thing I’ll allow you to be a perfectionist with. Make sure you spend a good amount of time writing, editing and proofing everything.

Darren Says: While we don’t have the space in this post to go into depth on writing sales copy, Shayne has written a couple of great posts on the topic that I highly recommend you check out:

Also note that Shayne’s Blogger’s Guide to Online Marketing has more information on this topic including a number of sales page templates and example sales copy emails.

My last note on sales copy is that you’ll get better at writing it the more you practice. My first attempts at sales pages were pretty simple and not overly successful. As a result I involved others in the process of editing and shaping them – but in time you DO improve and you also begin to see what readers do and don’t respond to.


1. Get a green light from someone else

When I’m launching, I’ll tend to run someone else through what I’m planning to do for my launch. I get them to eyeball the sales page, do a quick test transaction, and collect feedback along they way. When they say “I think you’re good to go”, that’s when I hit the button.

Blastoff!

It’s time to launch and it’s all happening. You make your sales page live, and it’s all real. I tend to do some mild social sharing first (before sending an email or pushing out a blog post), in hopes of getting that first validating sale through, but once I have that, I pull the trigger on everything else.

Expect a whole raft of emotions, expect a sleepless night before, and a late night on the day. But get ready to have some fun, and of course, a whole heap of sales!

T + 1: Going into orbit

You’ve launched and it’s a great feat but it’s only just the beginning.

You should be thinking in terms of a “launch month”, not just launch day, and have a whole raft of activity planned to support your longer launch.

Darren has shared above some behind-the-scenes activity of a Digital Photography School launch that should give you some insight into what we do.

T + 2: Course Correct if need be

When you launch one of three things is going to happen:

  1. It’s going to go crazily well, and you’ll be over the moon
  2. It’s going to go just as you expected, you stick to the plan, and are happy with the result
  3. It’s going to go horribly wrong, and it’s at this point you need to decide if you should give up, or pivot your launch to a new ‘angle’ to help it get some more cut through with your readers

For #3, I’ve been in both situations where we’ve either stopped a launch in the first week because we’ve missed the mark (and it was never going to change), as well as adjusted the messaging and completely kick started the launch again.

I personally hope it’s #1 for everyone, but if you do find yourself in trouble, you need to be prepared to do something about it.

So that’s my countdown to launch, I hope you enjoyed it as well as all my other posts for launch week

Keep on shipping!

Darren says: There’s nothing like launching a product to give you a roller coaster experience of different emotions and diverse set of challenges and experiences.

I try to go into a launch confident but holding loosely to expectations. The reality is that some work well, others exceed your expectations and others flop.

If you go in holding too tightly to your expectations you could be setting yourself up for a fall and then you’re not in a great place to ‘pivot’ as Shayne suggests.

If things don’t look like they’re going to plan I highly recommend giving things at least a few hours (if not 24 hours) to settle (unless you’ve made some huge mistake that you can fix).

I find giving things 24 hours means you can do some analysis of why things might not be working, some testing of the different elements of your sales process (checking if sales pages are loading, shopping carts are working etc) and also hopefully you’ll get some reader feedback too.

If you don’t get feedback – seek it out. Email some readers, get advice from friends or other trusted bloggers.

The other factor to keep in mind is that once you’ve got your product created you’ve created an income stream that hopefully will grow in time over the long tail. While you may not have had a huge rush of sales at launch hopefully you can continue to see sales for many months and years to come!

Lastly – if your product does go well, this is a great time to start thinking about your next steps (and potentially next products).

Pay particular attention to how your readers are reacting to the product. What do they like that you could perhaps build upon for next time? What do they keep asking for or say is missing that you could do as a followup product or add to it to make it better?

Numerous times we’ve seen something in launching one product that triggers an idea for our next one – so don’t get so immersed in your launch that you lose site of the bigger picture!

Update: Read the Next Post in this series: Making Products Happen: Getting Your Ideas off the Ground

Creating Products Week: How to Create Products for Your Blog

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Darren  says: Today is part 4 in our ‘creating products’ week here at ProBlogger and now that we’ve done a lot of the ground work and decided on what product to create, we’re moving onto the all-important challenge of actually creating the product that we want to sell on our blog.

This is a huge topic and one that we can’t possibly go into great detail on, as it really does depend upon what kind of product you want to make – but below Shayne gives a great insight on how we do it at ProBlogger.

As usual – I’ll chime in with my perspective along the way.

When I suggested this as a post topic to the ProBlogger team for product, I perhaps underestimated the true breadth of what I was saying. The reality is, to give you all the detail you’d need as a blogger to create a product of your own, it would be multiple books’ worth!

So what I’ll do today is give a bit of a behind-the-scenes look at the ProBlogger product-building machine – so you can then adjust what we do for your own specific circumstances.

I’m also going to assume that you’ve read both what to do before you create a product and what product should I create so we can focus purely on the construction side of things.

Think About ‘Selling’ First

When we agree on building a specific product (it might be an eBook, a service (like our SnapnDeals site), a private community (like ProBlogger.com, or even an event), the very first thing we do is: ‘sell it‘.

By ‘sell it’ I don’t mean to our readers, but sell it to ourselves.

This can either be in a team discussion or more formally in what I call a ‘sell sheet‘ – a document that contains all the vital information around the product (drawing on a lot of what you would have done in yesterday’s post).

The reason I like to sell first, build later is sometimes you can get so swept up in the romance of an idea that the practicalities and benefit to your readers get lost in the excitement.

Darren says: Today when we create a product, we go through a more intentional process as a team of ‘selling’ the idea to ourselves as a team.

However, for my first eBooks I didn’t have a team and the ‘sell’ was largely an internal dialogue that I had in my mind.

I remember for my first photography eBook I had three topics that I was considering creating an eBook on. I was tossing up between eBooks on landscapes, portraits ,and something more general on techniques.

I took myself through some of the things that Shayne talked about in yesterday’s post to help me narrow down on the one I’d choose, but also as part of that process, began to think about ‘benefits’ of each eBook and how I’d sell them.

I listed each of these on paper and found by doing so I not only worked out which one I thought we’d sell more of – but by listing how I’d sell the eBook, I was then able to go and write something that would fit those benefits (i.e.: doing this improved the product).

I didn’t know it but in many ways I created the ‘sell sheet’ that Shayne talks about above.

Learn more about how to create a ‘sell sheet’ in this video. It’s a short excerpt of a webinar that Shayne and I ran for ProBlogger.com members last week on the topic of creating and selling eBooks. The full webinar goes into more detail but I thought this little section might help you work out what to put in your sell sheet.


Planning

Once we’ve created our ‘sell sheet’ we lock in a date for launch.

These dates are not just chosen to be when the product is ready – we also take into consideration other factors such as what else that’s happening on the site content wise, what else is happening in the wider business and other seasonal factors. We typcially allow for 4-6 months for creating an eBook and much longer for things like the ProBlogger community.

One of us, depending on the type product we’re developing, will then start to plan out how to create the product.

We don’t over-formalize this process, but rather focus more upon identifying:

  • the key stages of product creation
  • the resources well need
  • the costs we’ll incur

We know that having a plan is important, but also that plans change so we don’t want to be too regimented.

If you’re building your first product, you might not actually know all the different stages. That’s when I’d be going and looking for advice. Find a mentor or mentor group that’s got experiences with these types of products. Pull a favour with someone you know that’s some a similar thing before. Get them to go through all the critical steps and be making lots of notes.

Doing this might create more questions than answers, but a least now you know the questions!

Darren says: Our planning process today is more complex today than when I first started. For example when we create an eBook Jasmin (who manages all the production) will map out key dates and deadlines for all our different processes.

So ahead of time we know when the eBook outline will be completed, when the writing needs to be complete, when the content will be handed over to our designer, when we need to have a title and cover concept finalised, when we need to start creating sales pages, when we need review copies for affiliates, etc.

Having these dates in place even before we start creating the product is really important. We have multiple eBooks at different stages of production at any one time (plus other projects and events on the go) so without timelines like this projects stall.

For my first eBooks, I didn’t have quite so formal a process but I still created a basic timeline and listed out the things I’d need to complete. I also listed the things I’d need to research (eg. shopping carts), the help I’d need to find (a designer) and the skills I’d need to learn that I didn’t yet have (e.g. writing a sales page).

My list was basic and written on a notepad next to my computer. I had to add a lot to it as I went but by at least having something in front of me each day I kept momentum going.


Outlining Your Product

Once you feel comfortable with the plan, it’s time to start outlining your product in more detail.

If it’s an eBook, it will be your table of contents, if it is an e-course outline, the structure and modules, if it’s a community or service, start to map out and wireframe all the different sections and moving parts of the site.

Think of it like drawing up the plans to a house you’re about to build yourself, or hire someone to build it for you.

Now it’s time to build. This is either going to be yourself or you’ll give the green light to someone else.

If it’s yourself, you need to allocate some time. It might be a specific day you allocate, or one hour a morning, or you might be lucky and be able to just bunker down for a few weeks at a time to write.

Figure out an approach that you’re most likely to stick to, and make sure you block out that time in your diary. Once you have done that, it’s up to you to stick to it.

Whilst in creation mode, you should continually check in with your ‘sell sheet’, to make sure you’re still driving towards solving the same problem you set out to, but don’t let it slow your progress. We’ll have time to review later — just keep building and building.

When you get about halfway through the writing or building stages, if you’re anything like me you’ll get a case of the mid-build blues.

You’ll probably start to feel fatigued, disillusioned, distracted, and will wonder if anyone is going to buy what you’re creating.

This is the stage that a lot of great products die – and that’s a real shame.

When you feel those emotions creeping in, I want you to dig deep, find any motivation or inspiration you can, and keep going! Just push to that 60,70, 80% completion mark and you’ll feel closer to the end.

When it’s done you’ll be thankful you did!

From Darren: I won’t lie to you here… some of my least favourite moments in the last 12 years have happened midway through creating products.

The reality is that it is hard work to build something like this, and that to get it done, you need to find a way to focus and be disciplined (something that this blogger with a very short attention span and little will power struggles with).

For me it meant asking those around me to keep me accountable, setting aside time to focus (I’ve been known to lock myself in motel rooms for weekends) and setting myself little rewards for meeting milestones.

The other challenge that I often face mid-product creation is that of fear and doubt. How will people perceive what I’m creating? Will anyone buy it? Is it any good? Am I wasting my time?

I’ve written here about some of how I deal with these fears and doubts.

Lastly, try to keep the WHY of what you’re doing in focus (see yesterday’s post for more on why WHY is so important).


Polish Your Product

Just when you think you are finished… that’s when I can give you the bad news… you’re not!

It’s time to polish.

This is the final 5% that can really make your product stand up.

At this point you need to switch your mind from make mode to review mode, and I’m sure you’ll come up with a few small changes that will make things better.

Involve some of your friends, family or even some of your readers in this review process and you’ll significantly improve your product.

Listen to the feedback you get from and act on what you hear, but be aware that there is a trap.

The key is to remember that you’re ‘polishing’ not ‘perfecting’. There’s no such thing as a perfect product – you need to let that idea go.

There will be always things that you want to change and add to theoretically make things better. It will be never-ending and I can tell you with 100% certainty, you’ll never make a single dollar if you don’t finish your product, so loose ends or not — ALWAYS BE SHIPPING!

Darren says: I think most people fall into one of two categories when they’re at this point.

The first group ‘finish’ creating and never want to look at their product again. The result is they do little reviewing/polishing and ship products that could be better.

The second group spend so much time polishing and perfecting that they either don’t ship anything because the product is never ready or they end up with a product that is over engineered.

Identifying ahead of time which group you’re in and coming up with strategies to combat your weakness is important.

If you’re in the first group (like me) involving others in the review and polish can be helpful. Also blocking out time for this important task is important before you rush off to your next idea.

If you’re in the second group setting a deadline for shipping can be important too. There has to be a point where you stop!

My last advice for this stage is to echo what Shayne says about involving others. If you’ve authored your product yourself you are probably too close to it to be objective and will miss obvious errors and deficiencies – so whether it is by paying others for editing/proof reading or by giving a small group of readers free access in return for feedback – get others’ feedback before you launch your product.


Outsourcing

A special note for those using suppliers to create your product: for a lot of you, the biggest resource you’ll use will be yourself. However, technical services you might create, or online courses and communities, might involve a wider team.

Your choices on who works on your project can have a huge bearing on the end result. Don’t just pick someone at random, or the cheapest resource you can find.

Make sure they understand exactly what you are trying to achieve, make sure they have the skills and experience to deliver what you want, and make sure they have the commitment to see it to the end.

At the end of the day it’s your name attached to the product not theirs, so choosing the right person is so important.

Be Proud

Above all – be proud of what you create.

Even if the product isn’t as commercially successfully as you hoped it to be know that by creating it you’ve achieved something only a small number of people will in their lives.

For that, you get a hat tip from me!

Creating Products Week: Which Product Should I Create?

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Darren says: Today Shayne Tilley continues our series on creating products for your blog by examining the important question of “what product should you create?”

This is a question I know many ProBlogger readers are pondering because I get asked it many times.

  • “Should I create an eBook, a course, a membership area or something else?”
  • “What topic should I create a product around?”

If you’re asking questions like these – Shayne’s advice in this post is for you.

As I did in yesterday’s post – I’m going to chime in with my perspective too.

Maybe it’s just me, but my take on this question is the second-biggest decision you’ll make as a blogger. Second only to “what should I blog about?”. So if you’ve been stressing about the answer – congratulations, you’re normal!

Whilst I’ve been involved with hundreds of products in my career, it’s still something I debate in my own head and with those whom I work. It’s a debate well worth having.

In this post I’m going to share with you the process I go through when answering this question, whether it be in my head or with others.

This process is a culmination of both my personal experiences and my learnings from amazing entrepreneurs such as Darren, Matt Mickiewich, Mark Harbottle, and others you’ve probably never heard of.

I’ll in no way say this is a process that guarantees success, but hopefully it gives you a way forward as you answer this question yourself. Just keep in mind that every blogger has different circumstances, audiences, topics, and goals – and at the end of the day you’ll need to answer the question for yourself.

So let’s get started.

Not What… But Why

The first thing we are going to do is not decide what we’re going to build, but instead we’re going to define why – and it’s a two-part why.

Your Why

The first is answering why YOU want to create this product.

What is your motivation?

The answer can be money and for a lot of you it will be, but it needs to run deeper.

The motivation for money, and at this stage theoretical money, will lessen as you are working on your product at 2am on a Sunday.  When you realise that it’s going to take twice as long and cost twice as much as you thought starting out, there needs to be more of an incentive.

I really encourage you to watch Simon Sinek’s Golden Circle video to understand exactly what that means.

Let me share what I mean with a simple illustration.

Question: Why am I writing this post on a sunny Saturday afternoon and not outside doing something else?

Answer: Because the thought that this post could inspire someone to create their own great product in some small way that might change the trajectory of their live in a positive way forever, is much more rewarding to me than anything I could be doing outside.

So I write…

I want you to be able to in some way be able to describe in someway your own personal why.

Darren says: It’s been a while since I watched that Simon Sinek video – thanks for the nudge to do so again Shayne, it was a great reminder to do a little self analysis of my own ‘why’.

A personal example: Five years ago when we started the Australian ProBlogger event, I did so with a very clear ‘why’. I wanted to encourage, inspire and equip Aussie bloggers to do amazing things with their blogs.

I’ve told the story numerous times so won’t rehash it here – but my goal with the event was pretty single-minded and profit was the last thing on my mind. My vision was pretty clear and so when I began to share that dream with a few others, I was able to quickly communicate it. I found that in doing so, the idea caught hold of others.

I really believe that knowing the ‘why’ helped us create an event that has grown each year. 

Knowing the why keeps driving me forward (even when it gets tough). 

Knowing the why has helped me attract a core team together who work for the same purpose.

Knowing the why has helped us communicate what the event is about to attendees.

Knowing the why shapes the ‘what’ of what we actually DO at the event.

Your Customer’s Why

The second “why” you’ll want to think through is: why would your customers buy your product? Ask that with supplementary questions of who are they, and what are their problems?

And it’s time to pull out the pen and paper, or the spreadsheet.

What are the problems your readers have?

I want you to list as many of the problems your readers have as you possibly can.

In yesterday’s post I shared with you the necessity to understand your readers, and this is where the benefits of that start to play out.

Don’t leap to the solution. I repeat: don’t leap to the solution.

At this stage you are just researching, not creating path of action.  We will get to that, I promise.

List all your readers’ problems, big and small.

For example for a blog about lawns (a silly example for illustrative purposes):

My readers all have lawns, they are all proud of their lawns. Which is not a surprise as that’s what I blog about. With spring on the way, without some care and attention, these lawns are going to get out of control very quickly. When I surveyed my readers, lawn mowing was their number-one concern.

Problem:  My lawn needs to be mown so I can still be proud of it.

The readers of the lawn lovers blog probably have some others.

- I need to get rid of weeds

- I need to keep my lawn vibrant and healthy

- I want to have a lawn, but not sure where to start

You should, with a little effort, be able to come up with more than 20 problems your readers have. There’s never been a blog I haven’t been able to identify a lot more for.

When you are thinking about problems, it’s often easy to focus on the practical, or ‘issues’ your readers have. But don’t forget that people also like to be entertained (their problem might be being bored). They like listing to stories and admiring creativity (their problem might be that they lack inspiration).

From Darren: One of the key teaching points in many of the keynotes that I deliver is to become hyper-aware of problems (both your own and those of others). I truly believe that this awareness of the problems of others puts you in the perfect position to serve others, and create the #1 ingredient to a successful business – usefulness.

I’ve previously suggested 11 ways to identify reader problems in this post in the ProBlogger archives

Not only will these methods help you create product ideas but also they’ll help you come up with blog post ideas too!

Solutions

So now we’ve got problems, let’s see if we can solve them!

The next step is to think about possible solutions that might exist for each of those problems. Let’s go with the lawm mowing problem.

Solution: I can mow my own lawn

Solution: I can get someone else to mow my lawn

Both are viable and both would solve the problem 100%. There is always multiple solutions to the same problem, you just need to think it through.

We’ve solved it! Or have we?

So we’ve got a couple of solutions to the great lawn mowing problem of my readers. This is essentially a DIY or done-for-you.  From that, we then identify some of the barriers to activating the DIY solution.

Barrier: I don’t own a lawn mower

Barrier: I don’t know how to use a lawn mower

Barrier: I have a lawn mower, but it’s broken

Okay, now your probably starting to see product opportunities.  What could I do to remove those barriers to the DIY lawn mower problem. Let’s go with the I don’t own a lawn mower.  Another problem!

Solution: Well, you could buy one!

Barrier: I don’t know which one to buy

Barrier: I don’t know where I can buy one

Barrier: I don’t have any money

Keep going…

Problem: I don’t know which one to buy

Solution: A guide, some advice or training one how to buy a lawn mower.

We have a product idea!

So then it’s simple. Rinse and repeate.

What you have done is taken the problems of your readers, drilled them down into smaller ones by understanding barriers, and then drilling them down until we have a narrow and very specific potential solution to the problem.

I’ve on purpose solved my problem with an educational outcome, however some will be action-based (for example: another solution might be to sell them a lawnmower), some will be service-based (for example: a directory of lawn mowing services) and some will be training- and educational-based.

Regardless of the type, they will be all required and valued by someone.

Take each problem in your list and begin to drill down to find solutions by identifying barriers and smaller problems until you have a list of product ideas.

At this stage you’ll have a long list of potential products. When you actually look at this on paper (or spreadsheet), is it any wonder you were not sure which product to build?

Darren says: I hope you see some of the power of this technique. Rather than simply trying to brainstorm product ideas, what Shayne is suggesting is much more about coming at product ideas from the perspective of your potential customer.

Brainstorming their problems in this way will not only help you to come up with a product idea (it should probably help you come up with several viable ones), but by doing this you’ll also be in a much better position to write and launch that product also as you’ll have a better understanding of what questions the product should answer and what will motivate people to buy it!

Cull and Focus

It’s now time to cull and focus.

You can now grab the red pen, or be at the ready on the delete key, and start working from the top, removing any products that are simply not possible, or not something you are interested in doing.

For example, as a blogger you’re probably not interested in selling mowers directly, so that’s gone.

You will find, if you’ve spent time on the above exercise, that you’ll strike through a lot , if not a majority of the solutions. That’s okay, but don’t delete them, put them on the someday/maybe pile because when you are thinking about your next product your circumstances might have changed.

Let’s assume that you’ve got three legitimate product ideas. For this little lawn blogger, it’s all the information products.

  1. Information and training on how to buy a mower
  2. Information on how to keep my mower in tip-top shape
  3. Information on how to use a lawn mower effectively

Our next step is to look at the potential and viability of each of those products – we can do that a few ways.

How many?

You need to determine (and a best guess is okay) how many people would want these products?

You won’t sell it to all of them, but you use it as a comparison.  We know that only people wanting to buy a mower might want training on how to buy one, people with a mower and people buying one might want to know how to maintain it, as well as how to use it.

So we know, that there is a bigger market for products 2 and 3.

How much?

The counterbalance to this is: what value do people put on you solving that problem for them (thus how much are they willing to pay you)?

If you are about to buy a mower, you are about to spend a lot of money, so your readers might put a higher value on that.  Where as using a mower is pretty easy to figure out so not a great value is put on solving that.

Take the market size and multiple it buy the value, and you’ll have a total potential value on each of those products and rank them in order.

Let’s say for our little mowing project it’s now

  1. Information on how to use a lawn mower
  2. Information and training on how to buy a mower
  3. Information on how to keep my mower in tip top shape
Darren says: Feeling like you need to mow your lawn yet? I do!

My key advice on this ‘culling of ideas’ section is that doing this exercise the first time is usually the hardest. By doing this work now you’ll hopefully come up with multiple ideas that could well set your product creation strategy for the next year or so.

You’ll also find that by doing this process once fully the first time that you’ll find it actually becomes more intuitive and a natural part of your business. 

As you become used to doing this analysis, you’ll start to get more of a gut feel as to which type of products will work and which wont with your audience.

Analyse the Competition

We now know that our ‘how to use a lawn mower product’ is viable – now it’s time to look sideways at our competition.

For our lawn mowing example, we should now start looking at the products that exist that teach people how to use a lawn mower.

Take note of these product’s features, format, benefits, cost, size everything you can about them.

If there is no competition for the project, great!  It’s unlikely, but you’ve got a real opportunity on your hands.

If there is competition for each of your product ideas, starting at your number-one product, start detailing why your product would be unique.

Simply answer the “I would buy my product over theirs because ….“.

One of three things will happen:

  1. You can’t define anything to distinguish your product. In this case you probably need to move on.
  2. You have a unique point of difference, but it’s not a strong one.  You probably need to move on.
  3. You’ll have a unique approach to this product that people will love.

We are close to having a decision on a product.  We now just need to define it a little more.

The only remaining products in our lawn moving project is:

  1. Information and training on how to buy a mower

Form and Features

The final step is to define what form and features this product will have.

With information and training it can be:

  • Digital (eBook, video series, blended course, content)
  • Physical (book, training manual, dvd)
  • Face-to-face (training program)

Defining this part is tricky, as it’s going to come down to what your reader prefers, what you are able to deliver, and what might already exist in the market.

As a result it’s very much a question answered by the words ‘it depends’, and the answer will be different for each person reading this article.

The Pros and Cons of eBooks, Video and Courses

I do know a lot of ProBlogger readers will be unsure from a digital information product standpoint what approach to take, so let me share my perspective on that.

 1. eBooks

Pros:

  • Cheapest
  • Quick to market
  • Simple delivery and formatting
  • No huge technology burdens
  • Easy to sell yourself of leverage open marketplaces
  • Easy to update
  • -Online or offline

Cons:

  • Limited on price
  • Some things are hard to teach in pictures and words
  • Not everyone is a reader
  • Very easy to be shared and harder to control copyright wise

 2. Video or video series

Pros

  • Modern and very visual (you can show and tell)
  • Great for those that are not writers
  • Tools these days are making production much easier
  • A much more personal experience
  • Online or off-line

Cons

  • Fulfilment overheads and technical challenges
  • Harder to update an maintain content
  • Not all of your readers can deal with the technology (yet)
  • You’ll need gear and software (and knowhow) to make it stand out

 3. Courses

Pros

  • Best of both wolds – words, pictures and videos when needed
  • Two way communitation – Q&A’s forums etc
  • Emerging open marketplaces
  • Seems to be the way of the future

Cons

  • Biggest initial setup time requirement
  • Fulfilment overheads and technical challenges
  • Harder to update an maintain content
  • Not everyone can deal with the technology (yet)
  • You’ll need gear and software (and knowhow) to make it stand out
  • Difficult to run on autopilot (you need to be involved ongoing).

Again, let me be clear there is no blanket right or wrong choice with this. It’s about making a decision that you are comfortable with.

Darren says: obviously I’ve focused most of my efforts on eBooks over the past few years. My reasoning for doing so at the time was partly that it was the most achievable for me to create an eBook, but also that at the time (five years ago) I felt that it was probably the most accessible format for most of my readers at Digital Photography School.

I would advise that if you’re creating your first product that you don’t bite off more than you can chew. Unless you’ve got some cash to splash on getting lots of help to create your product, beginning with something achievable is probably the best starting place.

The Takeaway:

Reading through this post might feel quite intense and perhaps a little over-the-top for a little product creation project.

But when I put it in these simple steps I hope it doesn’t seem that way.

  1. Define your own motives for creating a product
  2. Define your customers and the problems they have
  3. Define solutions for those problems
  4. Define your unique point of difference in the market
  5. Discover if the size of the market will make it worth the investment
  6. Define what form your product will take

See it’s not that hard!

Final Thoughts on Choosing Which Product to Create:

A few final thoughts before we move onto actually building your product (which we’ll cover tomorrow):

The product that delivers to its promise wins, not the one with the most features.

You don’t need to be first to market to own it. Google wasn’t the first search engine on the internet, but it was the best.

If you believe in more than just the money, it will carry you much further.

What worked for them won’t always be the thing that works for you.

Products that teach you how to create products that teach others how to create products … is not a product.

Don’t always think as a blogger you need to create information products. Services and tools can be much more valuable over a longer term that books eBooks and courses.

That’s it for today! Tomorrow we get to build some stuff.

UPDATE: Read the next post in this series -> How to Create Products for Your Blog.

Creating Products Week: Before You Even Think About Creating Products, Think About This

Theme Week (1)

Darren Says: Today were continuing our creating productsweek here at ProBlogger by looking at some of the areas of groundwork you might need to do before or while creating a product. Our Marketing/Product Guru Shaynes written this post but Ill chime in along the way with some thoughts too.Over to you, Shayne.

As you explore your different monetization options as a blogger, products will no doubt come on the agenda. We’ve shared lots of stories here on ProBlogger about how products have really transformed all our blogs.Whilst these sorts of stories are encouraging, inspiring, and motivating, the truth is that a lot of work went in long before we launched our first product, which played a significant role in their success.Today I want to share with you some of the things you should be doing right now, before you even begin to think about what product you should create, that will help set you up for the sorts of results we’ve seen here on ProBlogger and dPS.

Pre-Product Idea:

1. Get the momentum moving in the right direction

If you’re thinking about creating a product because your traffic and readership has stalled, or even heading in the southerly direction, then it’s probably the wrong time to be launching new products. There are exceptions to this, but for information products (eBooks/courses), it’s important to have some momentum on your blog.

Products are great at capitalizing and helping build momentum – but they’re not usually great for creating momentum from a standing start. This is particularly important for bloggers, as visitors and engagement are the lifeblood of your blog.

Don’t get confused between a stall in revenue to that of visitors and engagement, as changes to earnings might not be linked to the true health and sentiment towards your blog.

If you’re not seeing upward pointing analytics graphs, even moderate ones, then focus on turning that around before you start creating new products.

Darren says: One of the keys to the success of my first eBook – 31 Days to Build a Better Blog – was that the launch came off the back of doing a month-long series of posts on the same topic as the eBook. While it might seem strange that an eBook that was largely repurposed recent blog posts sold so well when they’d all just been on the blog, it was that month of posts and interaction with readers that generated a lot of momentum. Readers had just received 31 posts of high value, there was lots of goodwill and community on the site, and I think the healthy sales reflected this.

2. Create fans as well as readers

I’ve worked with sites that receive millions upon millions of visitors every month, have email lists in the hundreds of thousands, and massive social media followings.

But that doesn’t mean they’ll sell more products than someone with an audience size only 10% of the big guys’.  Why is this? It is because engagement and trust play a massive role in the decision making process of someone buying your product.

If the majority of your readership arrives, looks at your post and then heads off somewhere else, then chances are  good they are going to ignore you when you launch your product, and an advertising strategy might be better for you.

If you’ve got real fans who will not only listen to what you are offering, but also share it with others, then you are in good shape for launch.

So if you want to launch product, make sure you have your own share of fans.

I would recommend you looking at 31 Days to Build a Better Blog for some insight on how you can transform the relationship you have with your audience –  there are some great community-building exercises you can implement right away.

Darren says: Have you ever pre-ordered a book, music, or product without actually having it in your hands to see if it is something you’d really like? If you have, it is more often than not the result of you being a fanboy/girl of a brand or person.I’ve had this same experience with our eBooks where people have told me that they’ve bought them without a great deal of thought because they trusted me or had been helped by me in the past. Creating this ‘fan-like’ connection takes time. It also is usually the result of consistently helping readers in some tangible way. Be generous, genuine, and always put your readers first.

3.  Build your list 

Now this should just go without saying, but I’m going to say it anyway. You need to build your list.

You need to build an email list and serve those who subscribe to it well so when it comes time to launch your product then they’ll actually read your email.  You need to build your social lists, so your followers/fans on social will take notice.  Again it’s not the number that counts, rather it is how they feel about you.

A list will give you the biggest leg up (aside from a several-million-dollar marketing budget) when your announce your new product to the world.

You probably should have started this a long time ago, so if you’re still sitting on the fence, then hop to it!

Darren says: I can’t echo Shayne’s thoughts enough on this point. Last time I did the analysis of where sales of our eBooks came from I found that more than 90% of our sales came from emails that we sent to our readers.Please digest that.If we didn’t have an email list our sales would be 10% of what they are. 

While I totally get all the excuses people give for not building and being useful with an email list (it takes work, it is a slow build, it feels like ‘old technology’), the reality is that if you’re not using it, you’re going to be leaving sales on the table.

Read more about how I use email newsletters to drive traffic and make money

4.  Extend your network

I’m the type of person that goes to a conference and sits in the corner listening, but with the shield of protection that is “me playing with my phone” always up.

I wish it wasn’t the case, as when it comes to launching your product, you need a network.

You need people you can go to for help and advice with your product, you need people with an audience to help launch your product, you need people to help with any media strategy with your launch.

So summon the courage to  meet some new people and extend your network as far as you can.  I know it’s hard, but it helps and is worth the effort.

Darren says: If you’re anything like me you’re probably hyperventilating a little after Shayne telling you to get out of your comfort zone like this. I’m an introvert and self promotion and networking does not come easy to me – but he’s right.Luckily for us shy types this doesn’t have to mean lots of face-to-face meetings and phone calls (although they can help) but can be achieved with email, social media and other internet technologies. The key is to put yourself out there and get to know others in your niche.

5. Earn a reputation 

I’m not talking here about a bad reputation, I’m talking here about being known for something – and in the context of what you are sharing on your blog.

You could be known as the person that tells it how it is, as the experimenter, the crash test dummy, as you the sympathetic ear, as the angry man, etc.

You can also have a reputation for sitting on one side of the fence. The Apple guy, the Canon chick, and so on.

I don’t care what it is, but ensure you are known for something beyond your name and the name of your blog, as it will make people excited that your product is not just another puff piece, it’s been created by the ultimate person so it’s gotta be good!

Darren says: the power of this one surprised me a little. When Chris Garrett and I authored the first edition of the ProBlogger hard cover book back in 2008, I noticed a strange trend.  When people reviewed it, the most common word that people used to describe me was ‘nice’. Time and time again reviews mentioned that I was one of the ‘nicest bloggers’ going around.At first I wasn’t so sure about it – don’t nice guys always finish last? – but I realised that it had actually become part of my brand and as Shayne says – it was what I was known for.

6. Research and learn

You will learn a lot by doing, I assure you of that. More importantly, what you’ll learn are the nuances of your particular product and audience.

Before you start your product journey, start first by looking at your competitors. What products  they have, how they launched them, how are they priced, how well they do they seem to sell?

Keep reading blogs like ProBlogger so you can follow stories about the launch, or join a community like ours so you can ask questions in a private environment.

Spend a month or two ensuring you’re smarter than anyone else when it comes to products and launches.

Don’t just make it all up as you go along!  (just bits of it…)

Darren says: This was an area I didn’t pay a heap of attention to with my first couple of eBook launches. It was partly that there were not many others doing eBooks in my niches at the time, but also partly because the actual product creation process was quite overwhelming.However, I think I’d have probably launched my first eBooks differently by spending a little more time in research mode. The key for me here is not to copy what others are doing but to learn from it, and also look for opportunities to differentiate yourself from the field.For example – is everyone in your niche doing short and lightweight $5 eBooks? Maybe there’s an opportunity to become known as blogger who does more in-depth premium quality eBooks or even courses?

7. Define your REAL strengths and weaknesses

As I get older this seems to get easier, but as a bulletproof teenager I thought I could do anything and if I admitted a weakness it was just giving my competition something to  prey on!

But by understanding and admitting what your real strengths are, you are able to focus and unleash them in your products. Knowing your weaknesses means you know what you can’t offer and what you might need to get help on so they don’t hold you back.

If technology is not a strength, get help or partner with someone who is. If you are more of a visionary sort than someone with attention to detail, then make sure you have checks and balances in place to deal with that.

Don’t live in denial about what you’re good and bad at.  If you do, it will show in your product and the people that might buy it.

Darren says: For me this has two levels to it – both as a product creator and in the launching on it.Firstly – when I wrote my first photography eBook I did so feeling acutely aware that I was not a professional photographer. I’ve always been an avid amateur photographer and know enough to help beginners but in writing that first eBook wanted to beef it up a little. As a result I had a pro photographer give it a technical edit to add a little depth to it, but also commissioned a chapter of it to be written by a more technical writer. I also added a section with interviews from pro photographers. By doing all of this, I felt I produced a much more helpful product.

Secondly – when it came to launching my first products, I was very aware that I’d never done such a launch before. I knew nothing about shopping carts, creating sales pages, merchant facilities, affiliate programs, etc.

As a result, I sought the advice of numerous people to help me get my first launches right. Shayne was one of those who helped me particularly with sales page and sales emails but there were others who helped along the way too (for example it was Brian Clark from Copyblogger who helped me name my first photography eBook).

By seeking the advice of others, I know for a fact that my eBooks sold more copies. I also learned a lot so that when my next launches came I was more confident and had more skills to bring.

8. Understand your readers

You might thing you know your readers pretty well based on your interactions on social media, or the comments they may leave, but I challenge you to go a little deeper.  For every comment you get on your posts, there are 100 or 1000 people who are reading and not saying anything.  It’s a great assumption to make that they think in the same way as the commenter.

I encourage you to reach out and understand your readers even more. Survey as many as you can and ask them to tell you a little more about themselves. Pick some at random and have a conversation with them. I guarantee the results will surprise you.

There’s more than one reason to go this extra step. Having this deeper insight into your readers not only gives you a much better platform to decide on which product to create, it also gives you some clarity around what you should be posting about as well.

Darren says: The more you know your readers, the better position you’ll be in to create products that they actually want and need. You’ll choose better topics, create the right type of products, price them better, market them better and all in all everyone will be better off (both you and your reader).Further reading: how to create a reader profile (and why they’re important), and why knowing your readers is incredibly powerful

9. Think about the consequences

Creating a product is not easy. It’s just not. They all take time, they create emotional stress, and most of them take money (even small amounts).

Even sites like SnapnDeals, that we started in a weekend, is still something we put work into every week.

You will read all about the upside, the money, the stardom from people and their their products, but you’ll hear very little about the blood sweat and tears that went into them.  If you’re not ready to put the effort in then do something else until you are.

When you’re ready to commit to the work, then you’re ready to start creating products.

It’s just a matter now of which one! But you’ll have to wait to find out about that until tomorrow :)

Darren says: Don’t underestimate the work that will be involved in creating a product for your blog. Like Shayne says – it’ll take a lot of work. My advice is to try to block out time to do it.For some people that means blocking out a little time each day until it’s done (that’s how I did my first eBooks), but for others it may mean blocking out larger slabs of time to knock off a lot at once (for example with the writing of my hard cover book I locked myself in a motel room for three days to get one of the bigger sections complete). Don’t underestimate the work…however… don’t underestimate the upsides either. 

Having a product to sell gives you something that has the potential to add a whole new income stream for your business – indefinitely.

Also – if you never try… you’ll never know.

UPDATE: Read the next post in this series -> Which Product Should I Create?.