Notes from Problogger Event, Part 1 – Chris Garrett: Creating Killer Content

  • Common sense is seldom common practice – are you doing it? Competitors/peers? Could you do better?
  • Attraction, retention, conversion, referral – circle/phases of blogging
  • Create something that retains loyalty – get subscribers (make $ when you convert)
  • Don’t just focus on conversion first – need to attract and retain first
  • Keep people talking about you – beat the last thing you do
  • Make people think they’ll miss out if they don’t have your content
  • Make people think they’re missing out on content if they miss your blog – be a must-have resource, be valuable, the go-to person
  • If you generate content you can move into pre-packaged products e.g. ebook
  • Viral effect and referrals
  • Free stuff that adds value à people will pay for content because they know they’ll get value
  • Know. Like. Trust. once you get attention make sure people actually like you and then build trust. Be a person, be you
  • How well do you know your audience – know who you want to attract, how they operate, biases, requirements, what and why they want to know, your position in that niche
  • What is your point of difference and why is it better? What are you giving to people no-one else does? Back it up with value.
  • Give people something worth talking about – SUCCESS FACTORS: useful, in-depth, better researched, attractively presented, magnetic headlines, easy to grasp, friendly URL, WIIFM, minimum hype (and talk to people they way they want to be talked to), prominent placement (be where people are going to be – find them guest post, events, network then give them value), no barriers (explain the purpose of content – e.g. share this content … and remove barriers so people can share easily)
  • What is the goal for your content?
  • Compelling content types: your biggest tips (proven, best, most successful), big vision (I have a dream; it’s ok to polarise opinions), Guides/how-to/tutorials (tech people something and how to do something), FAQs, Story with a message (connect emotionally), Research & Results (e.g. survey your niche; take data an make meaningful for people – tell people what it means for them and what they’re trying to achieve), Jargon Buster, product database, Case studies (have your own case studies; proof that you know what you’re doing!), resource round-up (collate content)
  • GENERATING IDEAS: find out what questions people are asking and answer their questions; e.g. check forums like yahoo answers, word tracker, market samurai, social media
  • Write about what you already know – if you don’t know anything write a blog about your journey trying to find out about something + write about what they want. You don’t need to be an expert, just be a step ahead à add proof
  • Emotional motivators: people like to talk to people
    • Towards people (goal people) or Away From people: understand their motivation and whee they’re coming from; what they want
    • Past, present, future
    • What if? How to…
    • Information … Action à people need results from information
    • HEADLINE: get people to read content – give them the benefits; what are they looking for and put this in the headline – activator system, people are always looking for things/keywords
      • E.g. do you make these mistakes?; The secrets of X; What X can teach us about X; Everything you know about X is wrong; Finally no more X; How to get more/better/cheaper X
      • Borrow Authority e.g. authority by association!
      • Persuasion for selling: first place persuasion happens is in the audience (e.g. referrals); build relationships; authority; proof (show rather than tell); stories get past critical filters (e.g. fables = story w a message); having conversations is persuasive (give people a comment area and overcome objections); Reciprocity; commitment; polarity; consistency
      • Multimedia is persuasive and stands out – get a whole different readership + goes viral à access all the different ways people learn à more viral
      • Repurpose content: audio/ebook/video etc
      • Start with an image – it catches your eye: doesn’t have to be a ‘literal’ illustration
      • Social proof very important – e.g. if no-one is tweeting take the counter off until you get numbers
      • MISTAKES: don’t write for search engines – write for people; filter content (don’t pad out content, must add value); don’t recycle people’s ideas but you can give your opinion about people’s ideas (why you agree/disagree); develop fresh ideas (don’t just be an ‘I agree’ echo chamber); don’t ‘poke the hornet nest’ – be nice!
      • Polarising: back yourself up, stand for what you believe in, pick your battles, build relationships and be seen as fair with your opinion
      • Test your niche – see how they react to certain things/tactics e.g. email opt-in then reward with another piece of content (this does work) à e.g. opt-in to get more content by signing up
      • Re comments: most people are lurkers and will tell you their comments in private (especially the good ones!)
        • Give people a reason to stick around/stay subscribed – retain their attention with content


  1. Pingback: Problogger Event Round-Up #pbevent « The Value-Add

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