How To Rank #1 For Competitive Keywords – Module 4 – Lesson 1 – Content Marketing Unlocked

– [Neil] Hi, everyone, it's Neil Patel, and today is another day of
Content Marketing Unlocked. We're on our fourth week. I'm going to be breaking down how to rank number one in the long term. As I mentioned, we're in our fourth week. We're going to be going
over marketing strategies, media outlets, going omnichannel, and of course, scaling up
your content production, but before we start, I want
you to think about this. Google is changing faster than ever. I don't have the latest data because Google doesn't always
put out the latest numbers, but there's a continual trend in which Google is continually making more and more algorithm changes per year.

Currently, they're making
roughly nine algorithm changes per day on average. Just think about that, nine a day. One of the big things that they made over the years is related to branding. The bigger your brand, the better you are. Eric Schmidt, the ex-CEO
of Google, once said, "Brand is a solution, not the problem. "Brands are how you
sort out the cesspool." Their ex-head of Web Spam,
Matt Cutts, he once said, "We actually came up with
a classifier to say, 'Okay, "'IRS or Wikipedia or New York
Times is around this side, "'and the other low-quality
sites are on the other side.'" They have a lot of things that determine their ranking signal. We actually have a course
that goes over all of this. it's called, "SEO Unlocked." You can find that at In essence, they got a lot
of things that are part of their signal, such as branded searches, brands mentioned, links,
content, keywords. All these things really matter, but the thing I want to
emphasize here is brand. Brand is a thing that no
one's really looking at from the SEO standpoint.

Even though Google is looking at it, a lot of companies are not. Brand isn't just how many
people are searching on Google for your brand name. It could be how many people
are sharing your content and getting your brand out there. How many people are
talking about your brand. All those things really do matter. It's a result of causing your
rankings over time to go up. When you think about domain authority, it's a metric that a lot of
people talk about all the time in which, "Hey, if you have
a higher domain authority, "you're going to end up
ranking higher on Google." Sure, that is true in most cases, but also if you have a higher brand, you can also increase
your rankings as well. Ideally, you want a bigger,
better domain authority and you want a bigger,
stronger, better brand as well. How do you build a long-lasting brand that can allow you to rank? A brand is built over time,
with consistency of message. Nike, American Express,
Wells Fargo, BMW, Mercedes, Emirates, all these brands
were not built overnight. It's consistency, messaging.

When you think about Emirates,
the airplane company, and flying on them, you think of luxury, and if you think about
where they advertise, they have ads in Golfing,
Event, Formula 1. They are trying to be that
prestigious airline company, and that brand was built over
time with consistent messaging of, "Hey, we're a
premium airline carrier." How are you going to define your brand? This is super-important, because if you want that
consistent messaging, you got to first define your brand. Are you going to produce a
brand story for your messaging? We're going to give you some exercises that are going to help you do this, because if you follow these exercises, you're going to be better off.

First off, I want you to fill out your Bigger
Contribution worksheet. Then, I want you your
unique selling proposition and value proposition, and then I want you to fill out your Target Market
Customer Insights workbook. You can find these all at, then click on Content Marketing Unlocked, then go to Week 4 Video
1, it's the first video, and underneath the video
you'll find these assets.

Fill these out, because it'll help you create that positioning, that
way your brand stands out, and it'll help you build
that consistent messaging, so in that way, you can
build a strong brand in the long run. You want to use the insights
in your marketing touch points, so you fill out these
worksheets, you go through them, and the worksheets walk you through how to do everything step-by-step, but you want to use this
messaging throughout your content, throughout your meta tag,
throughout your ad copy, throughout your lead generation or even email processor
autoresponder sequence, or even within your web design. All this really matters. That's how you drill
it into people's head. We also use it within our product designs, our customer experience. Heck, I even train my support
people, my sales calls, all that kind of stuff, to
reinforce our messaging, because it truly does
help in the long run.

I believe is something
called the Rule of Seven. When someone interacts or sees your brand, your messaging, seven times,
they're much more likely to remember it and become
an evangelist, so you want to emphasize the same key points, so that way people don't
let too many get confused. Now that we've got
branding out of the way, you need to focus on the other things. What are the other things? There's technical issues.

Is your site technically set up for Google so that way you can rank higher? Is your content developed
for your target audience? Are you using keyword gaps? What's the impact of the links, the social that you're getting? How can you do CRO and take that traffic that you're getting and optimize it. There's a few things that
you can do to get started. First off, with the technical analysis, you can use Ubersuggest. You can go to the Site Audit
Report within Ubersuggest, and it will break down
the technical analysis of your website and what's wrong. You also want to use a
Keyword Overview Researching Keyword Ideas Report in Ubersuggest to find more keywords to go over, so that way you can include
the right keywords as well. When you use those two
reports in Ubersuggest, it'll help you with the
technical analysis side.

I also want you to download the Content Marketing
Taskmaster Worksheet. Again, you can find this
at, click on Content Marketing
Unlocked, Week 4, the first video, and this'll
go over all the aspects in the audit, or as I mentioned, you can just use Ubersuggest as well, so I'm giving you two options. You can either do it manually
or you can just use the tool. The other thing I want you to optimize for when it comes to conversions
is a few key pages. One, your "About Us"
page, it's your story, it's what helps people
really relate to you. The second is your Product Details Page. You usually have this, especially
if you're in eCommerce. Same with your Product Listing
Pages, then your Exit Pages. What are the main pages of
people leaving your sites from, or even your Landing Pages,
or your key Conversion Pages, like your Checkout
Page, your Pricing Page, and any other conversion-related assets, like your email sequences.

digital marketing

When you do all of this, and
you get more conversions, it'll allow you to spend more time and energy on content marketing, because just creating
blog content isn't enough. People read your blog, but it doesn't mean they're going to convert, so you
got to optimize these things. Don't worry, I'll show
you how you can do that. In essence, when someone
comes to your website, it looks like a sales process.

It's a funnel. Someone comes to your blog post, then you drive them to other pages, like your Pricing Page
and your Checkout Page, and a portion of those people will buy. How do you really start this process? First off, I recommend doing a exit popup. I know you're like, "Neil, exit popups, "it's intrusive, it sucks," but someone's going to leave your website, you might as well show
'im a last-ditch offer.

We found out, when you collect emails, people are much more likely to buy when you market them over email. It gives you the ability
to sell over time, weeks, months, years, and that's
why email's so effective. It allows you to be that
trusted, friendly source. Does email want you to
do is lead nurturing. You can follow up with your
leads for weeks, months, to a year, and it keeps building value, and that's how you generate
more and more revenue. In essence, if you also educate
them and follow up with them and then sell them, so
I like sending out three to four educational emails and then sell. It's much more effective
than if you just try to sell in all of your emails.

You also want to monetize your content. You can do this by ads, and
I don't really recommend ads, or affiliates, which I also
don't recommend too much, but then you get into
the stuff I do recommend, which is selling your
own products or services. You can monetize your content
by collecting those emails and dripping people and selling
them through the emails, or you can just do front-end
offers on your content pages, or you can do webinars and push
people from your blog posts to your webinars, or ask them to subscribe to your programs or even refer people. The next thing I want you
to do, because we talked about emails, is download
the email templates and use it to promote your content. You can head over to, go to Content Marketing Unlocked,
Week 4, the first video, so that way you can have
the email templates, and that'll help you
with getting more traffic and conversions as well.

When you have the right type of traffic, the right sales process,
that's when you have something that's truly valuable. That's when you start
seeing your revenue go up. Content marketing is very competitive. There's over a billion
blogs on the Internet, so no matter what space you are in, it is going to be more competitive than it was when I first started. It doesn't mean you can't succeed, there's still a lot of room, but there's a lot of blogs out there, and that's why you need
to do these worksheets, to really help you figure out
what your brand stands for, what it is, what messaging
are you trying to convey, how you're going to stand
out, and then, of course, through Content Marketing Unlocked, you learned the
strategies, the executions.

You want to make sure you stay ahead. Optimize the whole experience. Build that long-lasting brand
and optimize for conversions, because that's what's going to
drive revenue in the long run. When you're getting started, you don't have to have a lot of money. You can get started even if
you have no money at all. All you have to do is implement everything that I'm teaching,
especially in the courses, the workbooks, the assets, one-by-one. Even if it takes you a few
months to get going, that's okay. It's better than nothing else. Literally, just follow
everything step-by-step and you'll start seeing results,
and as you start doing it, you'll be able to start scaling, because once you start
generating more revenue, you can hire people, you can hire a team, whether it's writers, editors,
researchers, scale up.

You can hire people to
help promote your content. You can, heck, even potentially
hire my own ad agency, Neil Patel Digital,
but this is the process that allows you to grow and grow, not necessarily having to
hire us, but I'm just saying, whether it's you building up your team or working with my own ad agency. The last thing I want you to do is check out the
Growth Hacking worksheet. Make sure you go to, Content Marketing
Unlocked, Week 4, Video 1, you can download it there. In essence, there are the three
assets I described earlier, plus there's the Get Branding workbooks, plus there's the Email
Marketing Templates, plus there's a Growth
Hacking Workbook as well. Make sure you download all of those, and then that way, you'll
be off and to the races. If you have any questions,
leave a comment below. We're here to help you
answer them, help you out. If you like the video, share it, subscribe to a channel, let
your friends know about it, and of course, if you need
a extra hand-holding help and you want my team to do it for you, just check on my ad
agency, Neil Patel Digital.

Thank you very much..

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