How To Write An Article About Pillar Content (Long-form Video)


    Task Checklist

  • Video transcription.
  • Article title.
  • Article category and keywords.
  • Interesting pictures and links to support your article.
  • Proofreading skills or editing services to correct any issues with your article.
  • RankMath to adjust titles, descriptions, and body copy.
  • Link Whisper to manage internal links.

Execution Checklist

1. Write the draft article using the transcription.

Make sure you have at least 200 words and take screenshots that show what you’re trying to convey. Placing a colored box around important numbers is the best way to draw a reader’s attention.


  • Green for positive things, e.g. what something should look like, or what the reader should add.
  • Red for negative things, e.g. what something should not look like, or what the reader should delete.

  1. Write succinctly. Remove flak (this can be done either on Descript itself or on the exported transcription.
  2. Break up long paragraphs for easier reading. 
  3. Be clear and concise.
  4. Start with the numbers or Metrics.
  5. Give it context by telling the story behind them, then make recommendations that form a strategy as to what they can do to improve.

For a 20-minute video or ~1,800 words, the turnaround time is 75 minutes.

For content ideas, paid services such as FancyHands and Fiverr are great resources to use. The turnaround time was a few hours and the cost was just under $3 since we have a package of 50 tasks for $130 a month. The service is limited to US customers. You can sign up at www.fancyhands.com.

You should also reach out to the authors of the blog you’ve been commenting on, asking them for a few quotes on your topic. Attribute their quote, add their photo/headshot, and link to their website.

Make sure to let them know the article is live via their Twitter or Facebook page so others who follow them can benefit from their insights as well (and get a little traffic/awareness to your blog).


2. Include interesting pictures and links to other articles to support the content.


DO NOT use stock images or ones lifted from Google Images.

DO NOT use the same link twice in an article.

DO NOT link to other sites unless it's an affiliate, partner, or client, since that bleeds link juice (which hurts our SEO). 

We DO want to link to related articles along the way and at the end.  For example, in an article on cross-posting on Twitter, we'd want to hyperlink "cross-posting" to a blog post about the different ways to cross-post (on Twitter, Facebook pages, LinkedIn, etc).  And a link to related terms-- not shamelessly, but at a normal rate (which you'd typically see in blogs).

Let's not link out unless it's a specific page for an article or affiliate code.

Every article should link back to the larger (and related) topics. For example, where the article relates to 'Common Mistakes Whn Applying for a job," this should link to the page from which one can actually apply for a job as a VA, in addition to embedding the YouTube video recording of that topic. 

For example, we don't link out to top level domains unless it's a client or one of our properties.


3. Proofread/Use An Editing Service to Tighten Up Your Article.

Glance over your article, looking for any typos and capitalization errors. Use a spelling/grammar checker app (e.g., Grammarly) on the whole article. Trim out adjective overuse and watch out for phrases that inflate your article needlessly like “However”, “On the other hand”, “Meanwhile”, “The fact that”, and “Actually”.

Always write using active voice, not passive. A passive voice is where you promote an action as the subject of a line. For example, “I wrote this article” is active. “This article was written by me” is passive and pointlessly bloated.

Break up your article into chunks by hitting enter every 3-5 lines. This makes reading easier. That’s how this course is structured.

Editing services such as www.draftin.com have professional editors who will edit your writing for a small fee. They’ll help you with the issues above, trim down your article, and avoid other issues, such as Alliteration, which is a string of words sharing the same first letter (e.g., “Peter Piper picked a pair of pickled peppers”). Break them up or use a thesaurus.

Other examples are:


  • Don’t end on prepositions, or “linking” words like “with”, “beneath”, “on”, “during”, etc.
  • Stomp out weasel words. For example, “Some people say” is dubious since it’s not clear how many people said it.
  • Don’t ask rhetorical questions because who likes those?
  • Stay specific and write succinctly.
  • Exaggerations make your articles a billion times longer and add ambiguity.
  • Comparisons are messy, like eating a box of chocolates left in the sun.
  • If you’re short on money and/or time, ask a few friends to look it over following the above guidelines. Remember these 3 C’s for editing: Write consistently, concisely, and structure cleanly.
  • Verify that the article does not have any Low-value / Unrelated / Broken links.
  • Use Link Whisper(https://linkwhisper.com/) to manage internal links and RankMath(https://rankmath.com/) to adjust titles, descriptions, and body copy.
  • Link Whisper is just down below your article, if you scroll down. Choose which link makes sense from the variety of links they give you to include.

RankMath is in the top right corner. Hit that button, check it out, and see if you can figure out what it does. It helps you with SEO on the page. 

At the end of an article, consider what the most relevant next step is for the reader.  It could be learning how to boost posts so that the organic posts get traffic. It could be learning about the Content Factory to be able to repurpose content at scale.  Pick 1 or 2 items that you believe are most relevant.


Image
Check the box to the left of the links you want to include and then click "insert links into post."
Image
4. Link to Thought-Provoking Content with Relevant Anchor Text.

Anchor Text is the text that appears highlighted in a hyperlinked text and that can be clicked to open the target web page.

When researching your topic, keep a list of articles that can be sprinkled into your final work. These links are usually from blogs you’ve had contact with or contributed to.

When linking, make sure to avoid using the “Click Here!” anchor text. Instead, use text that portrays what the link is about, like why you shouldn’t steal your competitors' traffic.

Don’t over-promote yourself, otherwise, you’ll be labelled as a spammer. It’s fine to have a URL in every paragraph or subtopic to drive your point home, but absolutely NO affiliate links or blatant for-profit material.


5. Dress Up Your Article with Formatting and Summarizing Key Points

Adding small flourishes to your content helps readers retain key points more easily. Bold key statements, “italicize quotes from others”, and take advantage of headlines to break your article into sections. Recap major points at the end.

Remember:


  • Bold key statements.
  • Italicize quotes from others.
  • Use headings and subheadings to break articles into sections.
  • Reiterate major points at the very end of your article using bullet points, as we used in this list.

Finally, end with an invitation for your reader to respond. “What do you think?”, “Has this ever happened to you?”, “What should I do next?”. There are countless ways to spark a conversation, so try a few and let us know how it goes (Just like that!).

6. Give Your Article A Snappy Title


Once your article is done, it’s time to give it a killer headline that summarizes what your article is about and why your audience should read it. Also, add sub titles that add meaning and logical breaks to the article.

It helps to lay out the numbers, what they mean, and how the reader benefits from them, such as “I have 602 Sales Reps Right Now Making Just Over $1 a Day” by Logan Young. Look over the following articles for some examples:



7. Categorize Your Post and Add Keywords.

Before you post your article, make sure you have it properly categorized. WordPress has a robust category system that allows you to keep what you’ve written about organized, so make sure to file each article under the appropriate section.

Keywords, (or “tags” as WordPress calls them) are special words you can reference in your article to help the search function categorize the post. These also help readers glance over the article list and see what it mentions, giving a small boost to the article’s SEO ranking as well.

If you mention a proper noun in the article, chances are you can use it as a tag. For each topic, use up to five keyword tags to describe it.


Where To Put Repurposed Content

When Dennis is interviewing successful entrepreneurs about their subject matter expertise and journey for CoachYu, place it on blitzmetrics.com. The same is true for general digital marketing content since that's what BlitzMetrics is about.

Topical pieces will fit better on dennis-yu.com-- like growing up Asian, adapting to the American opportunity, personal relationships, and thoughts.

General business pieces should go to free-ebooks.net/business.


What To Do When Writing for Offsite Publications

  • We need to look at the publication and try to understand what value the client can give them. 
  • Look at past articles written by professionals and try to understand what kind of articles the publication publishes. 
  • Notice how these articles are structured and look at the article guidelines (number of words, headings, etc.)
  • We need to look at the content that we have of the client's (videos, his website).
  • Come up with an angle and topic that matches the existing content at the publication. 
  • Focus on giving value to the reader of the publication as much as we can. Again, this is very dependent on what the publication has already published. They know what their readers like to read.

When Creating Headings in Articles, Remember These Things:

  • In the body, make sure they're H2s or H3s -- Just like an outline, H2s are subheadings for H1s (which is typically the main title) and H3s are subheadings for H2s.
  • They should be short and clear --remember most readers skim articles first and usually only end up reading the headings.
  • They should entice the reader to stop and read more.
  • They should encompass the main point of the paragraphs that follow it.
  • At least one should include your main keyword.
  • Don't use too many and overwhelm the reader.
  • When using a topical analysis tool like Surfer or Frase, try to model the ideal number of headings that are found in the top 10 search results.

When Pulling From Transcripts To Create a Blog:

  • Make sure you look the entire text over for a logical flow. Sometimes, if you're just following the transcript, you might take out language that might make sense to you, but doesn't make sense in the written text. 
  • Pretend your reader doesn't know anything and doesn't want to spend a lot of time figuring out what you're talking about. Make everything super, super clear.
  • When we're pulling from transcripts, clarity is especially important. Make sure sentences are actually sentences, and they don't start and end in weird places. 
  • Also, don't be afraid to add to paragraphs to ensure this clarity.
  • Read over each part of the document a few times slowly, moving your finger along the screen if you have to, in order to find anything that might not make sense or is problematic from a sentence structure standpoint.

How Long Should a Blog Be?

A blog post should be as short as possible to properly cover the topic (with no waste) but as long as necessary to be thorough.  

A small topic might be only 500 words while a bigger topic could be 2,500 words.

Of course, choose an appropriate title, which is what we want to rank on.

We do want to include timestamps in the blog post itself, plus other standard things in having a good blog post.



If you enjoyed this tutorial, then check our Task Library, where you can learn how to get a thousand other things done!

Also understand the context and how this fits in with the Content Factory and Content Marketing.