Retailers know that content material advertising can have interaction and retain prospects. Nevertheless, figuring out a subject that prospects wish to devour — learn, watch, hear — after which producing it’s typically tough. However not for Kyle Boureston. His firm runs seven area of interest content material websites. He’s refined his subject choice strategies over time to have interaction guests from natural search.
He informed me, “We begin with a key phrase or a subject to grasp what’s being searched. We principally use Moz to establish these widespread themes. We’re searching for key phrases with search quantity. Then we attempt to discover some grouping to create a number of items. Then we write it and gown it up.”
Boureston’s insights may help ecommerce firms enhance their content material advertising efforts. He and I lately spoke, addressing key phrase sleuthing, freelance writers, SEO, and extra.
Our complete audio dialog is embedded beneath. The transcript that follows is edited for readability and size.
Eric Bandholz: You’re within the content material creation house.
Kyle Boureston: Sure, my firm is Boureston Media. We launched in 2013 with Mantelligence for males. Then we created Galtelligence for females. The Unbox is product and subscription-box critiques. Gamertelligence is for, properly, avid gamers.
The Golden is for householders. We now have two Spanish websites: Manteligencia and Feminteligencia.
Bandholz: So, seven properties?
Boureston: That sounds proper. Plus, we’re on YouTube for Mantelligence and Galtelligence.
Bandholz: Content material is more and more essential to ecommerce. Stroll me by your operations. How do you generate concepts? Who’s doing it?
Boureston: We’re strictly content material. No ecommerce. We earn cash primarily by promoting and a bit by internet online affiliate marketing. We begin with a key phrase or a subject to grasp what’s being searched. We principally use Moz to establish these widespread themes. Surfer website positioning is useful, too. We’re searching for key phrases with search quantity.
Bandholz: So that you’ll have this idea. You’ll kind it in Moz and see what key phrases come up.
Boureston: Sure. Then we attempt to discover some grouping to create a number of items. Then we write it and gown it up. We attempt to concentrate on higher-volume key phrases. For instance, we’d possible keep away from key phrases searched lower than 500 occasions a month. Some subjects could solely have a couple of key phrases. Others have 40, 50.
The variety of items per subject depends upon the related key phrase quantity. Ten items per subject is an effective objective. And the size of every piece depends upon the subject. We shoot for 1,500, 2,000 phrases. Some are shorter. A product overview, for instance, will probably be shorter.
Bandholz: You’ll assign it to writers after you’ve recognized the subjects and key phrases. Is that it?
Boureston: Sure. Craigslist is our main supply of writers. I goal these adverts to Austin, Texas. I’ve discovered good individuals in Austin, although I didn’t all the time stay right here. These days after I put up in Austin, roughly half of the candidates are outdoors of the world, maybe resulting from websites that combination job listings.
We attempt to discover individuals who match the voice in our writing, our type. We don’t concentrate on a selected subject initially. In the event that they’re capable of promote a product properly, in the event that they match our writing type, in the event that they’ve gone to the web site and checked out our different product critiques to emulate, then we now have a dialog about their pursuits and what they wish to handle.
Bandholz: What’s the going charge for a contract author?
Boureston: We pay from three cents to 10 cents a phrase. Larger pay doesn’t all the time equal higher content material in my expertise.
If we put up the decrease charge on the advert, we’ll normally hear from junior of us who simply graduated faculty or of us with full-time jobs which can be attempting to get into freelance writing. We now have lots of people who’re getting their toes moist. They’re all unbiased contractors. We’re their place to begin, which does contribute to extra churn, sadly.
Bandholz: So that you handle these freelancers. You give them the subject to write down about. They ship. You then put up. What about pictures?
Boureston: We use inventory photographs from a number of sources. We’ll typically create our personal visible, corresponding to an infographic. We began including quizzes and, often, a desk of contents. We attempt to gown up articles for higher engagement. We’ll use freelance designers if needed.
Bandholz: So how massive is your full-time staff?
Boureston: We don’t have one. It’s simply me. The remainder are unbiased contractors, all distant.
Bandholz: SEO. Everybody needs to crack that nut. You’ve talked about your concentrate on natural key phrases. What’s the state of website positioning in 2021?
Boureston: It’s chaos. Google releases an algorithm replace quarterly or extra. One quarter I’m doing nice, and the following I’m consuming ramen. Happily, we began early sufficient that we now have some authority as a basis. But it surely’s disturbing.
Bandholz: You’ve many alternatives to develop your manufacturers. The place can individuals be taught extra about you and attain out?
Boureston: Listeners can go to BourestonMedia.com or Mantelligence.com. Each have contact varieties. I’m on Twitter and LinkedIn, too.