FAQ

Question 1

Do you use direct research methods like interviews and surveys, or do you rely more on industry reports when developing personas and brand voice?

Accepted Answer

When developing personas and defining the brand voice, we use primary research where possible, like interviews and surveys with customers.

But if you’re just starting and don’t have many customers yet, industry reports and user feedback can be helpful.

Combining data from these sources helps us build personas and brand voices.

Ultimately, your brand voice reflects how you want to be perceived and your unique value in the market. So, aim for consistency and authenticity to make a lasting impression.

Question 2

What works well to get clicks and conversions from long-form SEO articles?

Accepted Answer

To drive clicks and conversions from SEO long-form articles, we employ multiple strategies:

Social Media Promotion: We share articles on platforms like LinkedIn, Facebook, and Instagram, using tailored content for each platform, such as short videos and brief posts. We highlight the key messages from the articles to spark interest in readers and encourage them to read the whole article.
Interlinking Within Our Site: We strategically use interlinking within our site to quickly drive from existing pages with a decent amount of traffic to the new content itself.
Email Campaigns: We send emails to reach our audience and promote the articles directly.
Boosted Posts: In addition to these, we use paid promotions to target specific audiences and drive traffic to the articles.
Smart Look Videos: We analyze user engagement with smart look videos so we can improve our content to encourage desired actions.

Question 3

Do you recommend building out growth pipelines versus having one writer?

Accepted Answer

When considering content strategy for startups, it’s essential to weigh the immediate impact against long-term growth. For brand-new startups, content production can provide quicker returns compared to SEO.

To scale content production effectively, we recommend prioritizing the development of a growth engine as the first step. This involves identifying mechanisms to consistently produce and distribute content that moves potential customers through the sales funnel.

Once the initial growth engine is established and running smoothly, then investing in SEO and long-term content production becomes viable.

Example: One of our partners – a restaurant tech startup, initially focused heavily on paid ads while gradually ramping up content production. After two years, their strong SEO efforts resulted in a significantly reduced payback period, demonstrating the effectiveness of a well-rounded content strategy.

Startups should prioritize building growth pipelines for content production, focusing on creating content that guides users through the sales funnel and contributes to long-term brand growth.

Question 4

How do you avoid sounding too similar to other brands when building your GPT prompts?

Accepted Answer

When crafting GPT prompts to ensure uniqueness, we employ two key strategies.

We incorporate negations: We carve out our distinct voices by emphasizing what not to say and avoiding certain tones. We insert “don’t say this, don’t use those words, don’t speak in this tone,” and so on in our prompts.
We use reference content: Whether it’s social posts, LinkedIn articles, or other written material we wrote, we load it into the prompt, saying, “Please make sure you sound like this.” We guide the AI to emulate our preferred voice and tone.

Question 5

Does Surfer SEO help with writing headlines for Meta ads, or is it exclusive to organic content?

Accepted Answer

Surfer SEO is more of a research and optimization assistant than a headline generator for meta ads.

It simplifies the research process and provides suggestions based on industry standards.

However, it’s essential to remember that these suggestions aren’t definitive; you, as the authority on your brand, must decide the direction of your content strategy.

Read more about Surfer SEO usage in our article.

For crafting headlines, we recommend building customer personas and creating a landing page. Once the landing page is in place, you can ask GPT to generate ads for Google or Facebook. And then it’ll give you a variety of headlines and text.

While the initial output may need refinement, specifying text requirements helps tailor the results to your needs.

Another helpful strategy is to input prior headlines and descriptions that have performed well, either in CSV format or JSON.

Question 6

What would you recommend to a company with only 500 weekly visitors to grow its traffic from the ground up?

Accepted Answer

Here’s what we recommend:

Focus on Targeting Low-Difficulty Keywords or Creating Comprehensive Long-form Content: Start by identifying low-difficulty keywords or topics for which you can create detailed, long-form content.
Dive Deep into Low Difficulty Keywords: Prioritize keywords with a difficulty rating of 15 or below. Delve deeply into these topics to establish expertise and authority within this segment.
Expand Content Strategy Gradually: Once you’ve gained traction with low-difficulty keywords and established authority in those areas, gradually expand your content strategy. While continuing to create content around various topics, concentrate on becoming a subject matter expert within a specific niche.
Prioritize In-Depth Content Creation: Prioritize creating comprehensive, in-depth content throughout this process. This approach helps attract and engage your audience and builds credibility and trust within your chosen niche.

Question 7

What are top tools you would recommend for scaling content, research, and production for small businesses?

Accepted Answer

These 3 are more than enough for small businesses to do research and learn from:

Surfer SEO

Ahrefs

SEMrush

Question 8

Have you worked with chatbots at all? If so, what use cases and customer personas do you see for them?

Accepted Answer

Yes, we’ve used Chatbots for customer service, particularly to address frequently asked questions (FAQs).

By pre-loading the Chatbot with general FAQs and common information gathered from various customer service interactions, we equipped it to handle frontline inquiries effectively.

It was transparently presented as a Chatbot, inviting users to ask any specific questions within its scope of knowledge.

While users occasionally attempted to deviate from the predefined questions, we refined the Chatbot’s capabilities to stay within the context of its knowledge base.

This approach facilitated customer service interactions and provided quick, accurate responses to common inquiries.

Question 9

What is the optimal frequency for posting content?

Accepted Answer

The ideal post-frequency depends on your industry and content goals.

For example, large media publishing companies may require daily or multiple posts per day to stay relevant and cover breaking news adequately.

Conversely, for long-form content or brand-new startups, a different approach is needed. Google is not going to crawl you that often. All of your content is not necessarily going to get consumed.

So, launching content in a significant and coordinated manner becomes crucial. The pillar and spoke strategy, where several related articles are released simultaneously, proves effective.

By publishing 10 to 15 articles on a single topic, each averaging around 1,000 words, the total word count increases, showcasing expertise and depth of coverage.

Supplementary elements like FAQs and internal linking improve the content’s visibility and authority.

By linking back to the newly released content from top-performing pages, the interconnectedness of the content is reinforced, driving traffic and improving search engine visibility.

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