How to Generate $10,000 with One Blog Post

Content marketing can be an incredibly powerful tool, if you do it right.

Unfortunately, most people with online businesses don’t even come close to getting it right.

It’s not their fault – they’ve heard over and over again that content is king, and that if you want to build your business, you need to be writing blog posts, making podcasts, and putting up cool social media content.

Now, doing that might increase your visibility, but will it automatically make you more money?

Nope.

If you want to grow your business, there are only three ways to do it:

  1. Increase the number of people who buy from you
  2. Increase how much each customer spends on each order
  3. Increase the frequency at which each customer buys from you.

Any of those strategies will boost your bottom line, and if you can do all three, you’ll be golden.

So where does blogging (or podcasting, or social updates) come into the picture?

Think of your content as a messenger, flying around the Internet, showing your business to people. But putting out content is not enough – you’ve got to put out the right content. The right content can help you increase all three of those areas in your business.

The most important thing to remember is that content is created to make you money. It’s a means to an end – not the end in itself.

Here’s where most online businesses go wrong when they create a piece of content:

    • They’re focused on themselves – their problems, their interests, their needs – instead of their customer’s problems, interests and needs.
    • They push too hard for the sale without providing enough value, authority or social proof
    • Their message isn’t designed to immediately benefit the customer, and it’s not timely – the message doesn’t come when it’s needed or useful.
    • They try to be too clever, and end up confusing people. There’s not a clear point to the content – no unifying theme, no urgency, no call to action.
  • Even if the content is great, they still believe the old ‘build it and they will come’ idea and don’t promote it enough to ever get any traction.

These mistakes are fatal to profitable content marketing. They will kill your reach, your engagement, and your conversions.

However – they’re also easily fixed. And in the case study below, I’m going to show you how to avoid all those mistakes, and how to guarantee high engagement and high revenue.

The $10,000 Case Study

In early 2015, Walmart, GNC, Target and Walgreens came under fire from the New York Attorney General’s office. The supplements being sold in these giant chains had been tested in independent research labs… and over half the products did not contain a single trace of any ingredient listed on the labels.

Instead, they were stuffed with useless compounds, like ground up houseplants, rice powder and dried peas. And even worse? Some of these fillers were well-known allergens, like soybeans and peanuts.

Beyond being outright misleading, this practice was dangerous to consumers and totally irresponsible.

The company I was working with creates all-natural, open-source supplements, and so we leapt at the chance to create content around this big event. This is a critical part of creating content that converts: making your message timely and immediately useful.

I wrote a piece called “What You Need to Know About the Walmart Supplement Scam” and published it within 48 hours of the news breaking. It covered all the information a consumer would want to know about the scandal and took a very strong stance.

We condemned the practice and delved deep into how something like this could have happened, as well as why people need to boycott companies who mislead their customers.

This is the second key to creating powerful content: having an opinion. It’s not enough to just state the facts – you have to let people know what you stand for, so they feel compelled to join your tribe or get the hell away from you.

It also serves the purpose of educating your customers about something they’re interested in, in turn making you a trusted authority in the space.

Finally, we promoted the hell out of this article.

In the good old days of the Internet, you could put up a blog post with a strong SEO title and people would just find it.

But these days SEO saturation is at an all-time high, and people’s attention is at a premium, so you need to be very proactive about promoting your content.

We made sure there was a link to our website in the body copy, with a product placement ad in the sidebar, and we had pop-ups ready to go to collect email addresses from new visitors.

Then we boosted it on Facebook, our team posted it across all our social media networks, we shared it with influencers in our space, and we submitted it to sharing platforms like Reddit, Digg and StumbleUpon to increase the audience that would see it.

Promoting a piece of timely, action-oriented content pays off: the post got over 700 shares on Facebook, our email list grew by 20%, and we made over $10,000 in sales in the next week directly from this post.

Even better?

It’s still making money. We added the post to an email on-boarding sequence for new subscribers, as a way to differentiate ourselves from competitors. It’s now one of the most highly trafficked pages on our blog, and continues to convert prospects into active buyers every week.

Jonah Peretti from BuzzFeed sums it up:

“Content is king, but distribution is queen… and she wears the pants.”

The 7-step checklist for creating powerful, high-converting, profitable content:

  1. Make your content timely and actionable. Timely doesn’t always have to mean that it’s about some current news event (though you should always aim to capitalize on those events): it can be timely for where customers are at in the buying cycle, it can be seasonal, or it can be evergreen and always relevant.
  2. Make the content very valuable. It should present educational, fresh information that the customer is not going to get elsewhere. Even if it’s not new material, make sure you present it with a new angle or a better way of looking at it. Every piece of content you produce should give the customer something new to think about or act on, and set you apart from the competition as a knowledgeable, trustworthy authority.
  3. Keep the message focused on the customer. It’s not about you – it’s always about them. Focus on what fears or problems they need to overcome, what information they need to succeed, and the steps they can take to get there. Frame everything, even if it’s about you or your products, in terms of what it will do for them.
  4. Stick to a single message for each piece of content. ‘Supplement stuffing is bad, because consumers have a right to know what they’re getting’ is a simple, focused message. ‘Supplement stuffing is bad because consumers have a right to know what they’re getting, corporations are evil, buy this/this/this’ would have created confusion about the message of the post and would have prevented people from taking the action we wanted – which was voting with their wallets.
  5. Don’t go for the hard sell. Most people are not going to buy from you the first time they come across your business – they don’t know you or trust you yet (you can think of it like dating… you wouldn’t marry someone you’ve only been on one date with. I hope.) It’s much more effective in this situation to use the soft sell approach. Let people know where they can find your products if they’re interested, and leave it at that. This strategy is surprisingly powerful (as our $10,000 week proved).
  6. Promote, promote, promote! If you don’t promote your content, you may as well not make it at all. People need to see it where they are at: Facebook, Twitter, Instagram, Reddit, their inbox, their podcast updates… put it EVERYWHERE. And don’t just do it once. Create a promotional schedule for your content so that your content gets bumped regularly in slightly different ways to make sure it’s reaching new audiences all the time.
  7. Make sure you’re collecting their email addresses. This is also critical. If you are driving lots of traffic to your content, but not collecting a way to connect with them, again, you might as well not have made it. The whole point of making content is to get people to engage with your business: email pop-ups and opt-in offers are a vital part of doing this. Remember: most people won’t buy from you the first time, so you need a way to be in regular contact with them, so they learn to trust you enough to eventually buy what you’re offering.

Creating your content according to this checklist will give you strong advantage in your marketplace and will increase the amount of revenue you see from your content.

Don’t forget, though, that there are many variables beyond the scope of this case study that you must implement in your business to really grow your profitability… making the right offer to the right people at the right time, finding your optimal selling strategy, creating a back-end marketing system that generates recurring revenue and predictably converts prospects into buyers…

I get it – it’s a lot to handle, and you’ve got the rest of your business to manage. But if you want to maximise the growth of your business, getting your marketing right is critical.

If you feel overwhelmed, don’t know where to begin, or simply don’t have the time to handle building a marketing system right now, book a free 30-minute call with me here.We’ll get a plan together that starts making content marketing a profitable and positive part of your business.