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Wednesday, July 20, 2016

The Specificity Strategy: How to Turn Generic Posts Into Stand Out Content

Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id

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I’ve been hearing many people complain lately, saying things like:
“Content marketing has become too hard.”
“It’s impossible to compete with all of the other blogs writing about the exact same thing.”
But the hard truth is:
Content marketing hasn’t become harder. Readers have just become smarter.
Our audiences don’t want to read the same, boring, regurgitated content.
They’ve been tricked into reading clickbait headlines for the last 5 years and they’re tired of it.
thespecifitystrategymeme grow and convert
The challenge that we content marketers face these days is not what content to create, but how to make it stand out from the rest of the blogs out there covering the same topic.
Rand says the answer to this problem is that companies should focus on 10x content.
Neil says to write long-form content.
We say the key is the specificity strategy.

Most Blogs Try To Create Content Around Topics That Are Too Broad. This Leads to High-Level, Boring, and Generic Posts.

Last week we did an exercise with the nine companies that are going through our Customers From Content Program.
We had them come up with post ideas for the different types of content we think do well for businesses – case studies, narratives, how-tos, opinion pieces, mega guides, and data posts.
After seeing their worksheets come back, we noticed a big trend amongst their ideas.
Most were way too generic.
We were getting post ideas like:
“How To Get More Customers For Your Startup” – for an app referral SaaS product.
And…
“So you just realized your business needs an app. Where to start from?” – for an app development company.
Even I fell victim to the generic content ideas when I drafted a post about “How To Create Valuable Content” for this blog, only to get shut down by Devesh saying the post was too broad.

Why Are These Ideas Bad?

On the surface, these posts seem like “good” content ideas….
They are generally solving a pain point.
They also relate to the audience that would be interested in the product.
But where these ideas fall short is specificity.
The problem with these ideas are: they are not blog posts.
These ideas are entire blogs.
Here’s what I mean…
The idea “How To Get Customers For Your Startup”
There are entire sites that talk about how to get customers for SaaS startups. How could someone possibly distill all of their advice into one compelling post?
If someone attempted to do that, they’d likely end up with a book about finding customers for your startup, not a blog post.
By trying to create a post about a subject as broad as this, your post will be average at best.
The idea “So you just realised your business needs an app. Where to start from?”
Where do you even start writing this post? Do you talk about what decisions need to be made internally? Do you talk about user stories? Do you talk about design? Do you talk about budgetary requirements?
There are too many ways to try to tackle this post.
The idea “How to Write Valuable Content”
Again, this isn’t a blog post, this is an entire blog.
Problogger has an entire section on their site dedicated to this subject. If I tried to write a post on this subject, I’d probably fail miserably because there are too many elements to cover about what makes content valuable.
Where do you go with this type of post? Do you cover the format? The story? The readability? The research? Etc.

Your Audience Can Smell the Stench of These Generic Ideas From Just the Title

generic-content-growandconvert

Think about it…
The title is usually a dead giveaway if it’s going to be a boring read.
Would you be compelled to read an article on “How to write valuable content”?
You can almost predict the lame advice it would give:
  • It’ll have some generic intro about how content marketing is the key to all kinds of success
  • It’ll then tee up the problem by saying it’s hard and you need valuable content
  • Then it will do the thing we all dread: list 6 or 7 high level ideas on what makes content valuable and cover each in 1 – 3 paragraphs.
We’ve all seen 400 of those articles come through our social feeds in the past year.
That’s why we are convinced…
The #1 reason why companies are failing to write compelling blog posts is because their topics aren’t specific enough.
Now let’s explore how to turn your generic content ideas into specific ideas that resonate directly with your audience.

Use “The Specificity Strategy” to Turn Your Generic Post Ideas Into Premier Pieces That Stand Out

Let’s start off with an example to explain what we mean.
When we decided to write a guide about finding and hiring writers, it never started as one post idea.
It started by looking at the broad topic (Finding and Hiring Writers) and then figuring out all of the pain points along the way that someone would need to think through to solve the broad problem.
High level concept: Finding and Hiring Blog Writers
Pain Points:
  1. Deciding whether to hire in-house writers, outsource to an agency or hire freelancers
  2. Where to find quality writers and how to evaluate them
  3. How much you should pay per post and how to manage a writing team
In this specific case, I already knew the challenges that someone would come across (having previously been in a content marketing role that had this exact challenge). But if I hadn’t, I would’ve first conducted user research to figure out the pain points.
We knew that if someone was building a content marketing operation, the first question that comes to mind is usually: “Is it better to hire in-house writers, hire a content marketing agency or to build a team of freelance writers to get content?”
After deciding that the best approach is to hire a team of freelancers, the next question that typically comes to mind is where to find them. Then even after finding writers, how do you know if they’re good or not? That was what was covered in the next post: How to find, evaluate and hire writers for your blog. 
Then the last challenge that people have after finding great writers is knowing how much to pay them and how to keep them motivated.
Once all of those three posts were written, it covered most of the process around finding and hiring writers… so we compiled all three posts, added some more content that filled in the gaps, and decided to turn this topic into a mega guide. The whole guide covered 5000+ words on the topic.
Imagine if we had tried to cram all of that information into one post…
It would’ve been too high level and probably wouldn’t have been helpful to our audience.

Here’s Our Process For Turning Generic Posts Into Highly Valuable Pieces of Content

  1. First, know the high level pain point. Don’t guess. If you don’t know, figure it out.
  2. Now think of all of the reasons why someone would be searching for advice on that subject. You could use thesuggested search hack to figure out what people are searching for or use Q&A forums like Quora.
  3. Make a list of all of the reasons and write really detailed posts about those subjects. If these specific reasons are corroborated by your user research surveys or conversations, even better.
Luke Ryan of Mokriya, a company that develops enterprise software, is in the process of conducting interviews with some of their marquee clients with the goal of helping other companies learn from what some of the best did.
We were going back and forth on ideas for interview style blog posts and he shot over the idea “How SanDisk Created The Best File Management Software In The World”.
It’s a good idea, I’d be interested in reading about it, but conducting that interview would be difficult. There’s so many pieces to it.
Where do you start? What elements of the product creation process do you talk about?
We took the high-level concept and broke it out into 10-15 different ideas for blog posts around how they achieved this. Here are some of them:
  • How SanDisk conducted user research and what insights it led to
  • Each of the core 7 principles of UX and how they approached them
  • How the designer designed their wireframes with the user in mind
  • How to design an app to meet brand guidelines of a large company
  • How SanDisk conducted user testing and what they learned, what they tweaked, etc.
By going down to this level of specificity, it :
  1. Makes it really easy to form interview questions because the topics are much more defined
  2. Walks through how to solve a specific pain point that other companies might be having internally
  3. Makes each piece easier to promote – some posts would be better for UX groups, UI groups, product development groups, etc.
I’m also working with Sara Binde on her site Carob Cherub, a company that helps empower women to boost their self confidence.
Sara has a transformational story about how she went from being obese to losing 70 pounds. Her goal is to share her learnings about weight loss and being more self confident with others.
obese healthy transformation
Over the last few weeks, we’ve been using the suggested search hack to come up with a list of topics that would be good for her audience.
Upon doing some research, we found that question “Why Am I Fat” was a highly searched question in Google.
Screen Shot 2016 07 05 at 4.25.23 PM
This was a topic that also resonated with Sara as it was a feeling that she once used to have and would search for advice on.
So we decided that this would be a good subject for a post.
She wrote it, the post is really good and will likely rank for that long-tail search term because it’s better than most of the other posts out there.
But while reading over her draft of “Why Am I So Fat?”, I realized that each of her subsections could’ve been entire posts of their own.
There were numerous great post topics in this one long post that most people in her audience would be interested in reading, such as:
  • How to deal with bullies when you’re overweight
  • Diets don’t fix unhealthy eating habits
  • The problem with “stop eating” (aka starving yourself)
  • The concept of skinny kid, fat adult – children can eat whatever they want
  • How the media is to blame for self confidence issues
  • Why you shouldn’t go to your doctor for advice about nutrition
  • Why you shouldn’t listen to your mother about nutrition advice
  • Why food labels lie
  • Why science is best for nutrition advice
These subsections are the pain points or questions that her audience might have if they were wondering what the answer was to the question “Why Am I Fat?”
Now, instead of having one post idea that’s talked about broadly, she has 9 specific post ideas that I’m sure she could go into an extreme level of detail on (and make better than any of the other content out there on the same subject).
The benefits of using this strategy are threefold:
  1. The post becomes easier to write. Instead of writing an entire post on a broad topic with tons of different angles you could take, she now has really defined topics that she can go into extreme detail on.
  2. The post will resonate more with your audience. The topics now speak directly to a problem, challenge or question the audience might be having. You’re able to form a deeper relationship with the reader when you relate on more specific things.
  3. The post becomes easier to promoteShe can now join groups around nutrition, food science, self confidence, etc. and share the posts in those groups. Without going down to this level of specificity, these groups probably wouldn’t have been good to promote her content in.
  4. The posts will likely rank higher for long-tail search phrases. When asking people where they search for advice on this subject, many say Google. By going after pain points that her audience would have, and then writing highly detailed posts on specific subjects, she’s more likely to rank for common questions her audience might have.

Before you write that next post, make sure it’s not generic.

So, think long and hard before writing that next post…
Is it specific enough? Or could you break that broad post idea into multiple posts?
If we made you rethink the next post you’re going to write, post the original idea in the comments below and post what you ended up narrowing in on as a topic.

Love this Post? Spread the Word.



Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id

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My STARTUP :

Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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