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The Content Revision Plan + 2 Time-saving Page Outlines

| Posted in category Internet Marketing

Content revision planToo many times I met SEOs, who told me that content is the easiest thing in Internet Marketing – get a freelancer write an article a day for you for 5 bucks, put in some keywords (at the beginning, of course!) and SEO is done. Nah! The time's changing radically and now I can hardly hear this kind of opinion.

It may have turned out that your website content was created by an SEO with the mindset described above: some of the content might have been scraped from other websites, the rest – quickly re-written with the help of article spinning software. If that's the case, prepare for a huge content revision campaign!

So what do we start with?

Let's quickly check how unique your content is (if you have lots of duplicate content, that's a very alarming sign for your rankings):

Using Google: copy and paste your sentences into Google search – not only you will see the exact matches (if any) of your article sentences, but you’ll also see the close variations. This helps to spot the copyright infringement – if anyone stole your content, you can contact them to fix it. Another option is using the Copyscape software that will regularly check for plagiarism issues.

Using WebSite Auditor: run the check for your website and discover the internal duplicate content issues (for instance duplicate titles and descriptions of blog posts placed in multiple categories). Fix the found issues and run the check again.

Duplicate issues detected by WebSite Auditor

When the revision's complete and you have managed to cope with all of the duplicate content issues, it's high time to work out your winning strategy!

How to create content that doesn't fear the "Google Zoo"?

1. Tell a Story

One of the best ways to create unique content and engage your audience is to tell a story – about your product, experience, customer cases, you company and team, your first success and failure, literally everything. And remember, people do love stories, because they are entertaining, so don’t make a reader bored!

2. Establish the process

Whether you are the only person who creates content on your website or you have several copywriters who are in charge of this, you need to establish the right procedure – the one that will help you cope with the volumes and urgency. Basically, the content management process looks like this:

  1. Research: you should be able to collect as many facts and ideas as possible, as they are going to be the building blocks of your writing.
  2. Prepare an outline: now when you have some ideas on what you are going to write about, create a detailed outline, marking out what you’ll put in the introduction, main part and conclusion. Also, think whether you can add some relevant graphics and videos to make your content more appealing to readers.
  3. Draft copy: just start writing, do not try to polish each sentence at once, you'll have time for that later. Now simply write down all of your thoughts according to the outline.
  4. The tone of your company: would you agree that a banking business and a toy company should choose different language styles and tone of speaking? Be very careful when using jargon and too informal expressions, think about your target audience when choosing the tone of writing.
    For example, if you are a product company, you can say this:
    "Our strong and proven expertise, as well as the talent diversity, enables us to be innovative and creative, which results in top-notch and ground-breaking solutions that meet all our customers' requirements."
    Or you can say this:
    "We create fascinating products that our customers love."
    It’s important to choose your tone at the very beginning and stick to it in most of your materials.
  5. Conversion injection: The hardest thing is to make your copy be both entertaining and persuasive. To achieve this, consider adding some specific elements to your text that can help boost conversions: quotes, testimonials, case studies, etc.
  6. Revision: a fresh look – that's what your copy needs after you get the deserved 8 hours of sleep. Do not rush to revise the content you've just finished, let your thoughts settle down and schedule the final revision for the next day. It's very likely that the next day you take a look at the text, you will spot something that needs to be rearranged.
  7. Test: when you're done, show the article to someone who hasn't been involved in the process (and it would perfect if this person represented your target audience!)

content failsGosh! It doesn’t work!

Don't get desperate if your content hasn't been as effective as you hoped it would be. Nobody creates a killer copy at once. Now you just need to identify what's wrong or missing and the best method to achieve that is to test!

You can start the A/B testing experiment, changing:

•    Headlines (that's almost the first thing a visitor sees – it has to be really impressive!)

•    Call-to-actions that are not clear enough (your visitors just don't get what they should do after they've read the whole article)

•    Images (irrelevant images can negatively influence user reaction, choose graphics that support your points, making them stronger)

•    Your offer (Maybe a 10% discount is not the thing that would make your visitors super excited or maybe you offer doesn’t match the existing needs. Consider how to make your proposition look more valuable, make your offer available for a limited period of time, include testimonials and case studies, etc.)

Ta-dah! The conclusion with the bonus

Don't chase the ideal copy, go for the one that works and then experiment and try to make it more effective. Focus on the essential elements: your audience and your product and help connect these two.

And here's your bonus – the outline drafts for your home page and your product pages:

Home page copy outline

Remember that's just an example, you can change and adapt it the way you like.

1.    A very strong headline (What do you offer? Can you formulate it in a single precise and catchy sentence?)
2.    A 2-5 sentence paragraph (Go into more detail, explain what the offer is and when it’s available.)
3.    A list of the benefits (Mention the product's key features, focus on those that are most interesting for your audience.)
4.    A “how-it-works” video or an image/infographic (Users get lazy reading dozens of texts. If your offer involves a specific procedure, illustrate it with images or in a video.)
5.    A call-to-action with or without a contact form.

Need some examples? Take a look at these: value proposition examples

Product page copy outline

1.    The headline with the name of the product
2.    Describe what this product does and what its benefits are. (Use facts!)
3.    Describe the problem the product can solve.
4.    Product contents – write about everything the user gets when ordering or signing up, explain the technical parameters and specifications.
5.    Address all possible fears and doubts your users might have
6.    Price and bonus stuff: discounts, freebies, money-back guarantee – make sure users feels good when placing the order
7.     A clear call-to-action (though you might have several if your product page looks lengthy, the final call-to-action is an absolute must).

Use these outlines as skeletons for your pages and don’t forget to test the variations!

Images courtesy of Garry Knight.

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