Boring to Brilliant: How to Find Content for a Website Transform User Experience and Pull Free Traffic
Do you want to rank on page 1?
Do you want a tsunami of free traffic?
Do you want it today?
Do you want it free?
Yep, instant gratification, passive income, 4-hour work week.
Yet, action the below steps and win the long game and how to find content for a website that ranks.
You Don’t Find Content for a Website–You Create it
Content does not grow on trees🌴.
Content is not dug up like potatoes🥔.
Content is not borrowed🥡 from other websites.
Oh no.
The big secret is you write it yourself.
Take inspiration and creative licence from other websites.
But, what’s the bottom line?
Your website is yours. Your business is yours. Everything you do is yours.
People will buy your High-ticket coaching program from you because:
- Your services are unique to you.
- Your point of view is unique to you.
- Your life experiences are unique to you.
Therefore, the words you put on your website represent you.
Where does Web Traffic Come From🤔?
Traffic, global traffic, to your, website comes, broadly, from Email, Referrals, Paid (social and PPC), Organic, Social Media, or Direct channels.
Right?
This post, How to Find Content for a Website, covers organic traffic from search engines.
We all want free organic traffic – so this post is only looking at red #4.
Don’t worry, I am Urban Renström, there is always science and research involved in everything I talk about, teach, do and demonstrate.
Firstly, Why do I Want Content for my Website?
To get free traffic from search engines.
Content Marketing
is a media-first approach to attracting, engaging, and retaining an audience. A.E.R. is done by creating and sharing relevant text articles, videos, podcasts, and other media to begin a conversation and discussion.
That’s it—free traffic from search engines. To get free traffic you must give search engines a reason to “send it“. When you satisfy the search intent of the questions people ask, Google will rank the page and “send the free traffic“.
Think it through, if people, for example, search for:
- “What does a life coach do?”
- “How to set life goals”.
- “Help I’m stressed”.
- “Do life coaches really help”?
Google looks in its database and puts the best answer to each question on an answer page (the page is called the Search Engine Results Page, SERP). People can click on any title/link read and get their questions answered (BTW 28% of all clicks are the 1st link).
Further, people as a range of questions from generic to specific. “what is stress”, and “How does stress build up” to questions about who is the “best life coach near me” (I’m ready to buy).
Did you just say, “I published my website last week“, “where is my flood of free traffic?” and “Why am I not on page 1 for “Best Business Life Coach” or “Free Course for Small Business Owners” or “services from business life coach”?
These👆are really good basic and advanced SEO questions.
The short answer is your website is not, at the moment, answering the questions people are asking.
How do I know that? Because your new 5-page brochure website does not answer the questions.
Think 🤔 about it? What reason does your 5-page website give Google to send traffic?
Right? The best method to get free traffic is to publish articles on your website.
How to Find Content for a Website
First, What is Content?
Content is high-quality, useful information that is educational, entertaining or informational. The best content conveys a story with the goal of soliciting an emotion or engagement.
Let me clarify how to find content for a website.
We don’t put batteries into our content detector 🕵🏻♀️ and search under rocks in rivers or under park benches. Oh no.
Yet,
If you think of “finding content” as gold miners mining for gold as compared to prospecting for gold then you understand the difference.
Prospecting is the if “gold” exists. Mining is 100% certain gold exists and simply getting the gold out of the ground.
Content marketing is mining traffic from search engines—you know the traffic is there.
To mine 🥇 traffic use your critical thinking abilities plus tools to uncover the questions people ask about your products and services. Do that and you are mining.
If you pull the thought thread🧵 along, every answer you publish is
a) another open door 🚪 to your website, and therefore
b) has the potential to send a tsunami 🌊 of free traffic.
Ok, that was a lot. Take a deep breath. You are mining for traffic.
To find what content to publish you must uncover the questions people ask.
You should:
- Do keyword research to uncover the questions and topics
- Use the PAA section of Google search
- Generating ideas through brainstorming
- Compile a list of questions people as your customer service and sales teams
- Outsource writing to freelance writers and content creators
1) Perform Keyword Research 🕵🏻♀️ to Find Content for your Website
Let’s use the Business Life Coach example from earlier. The product a life coach sells is counselling to help people overcome challenges. Dress life coaching up or down and it is still counselling.
Three questions people ask a life coach:
Click over to any of these SEO tools
| Keyword Research Tools | |
|---|---|
| AnswerThePublic | Keyword Clustering Tool |
| Moz Keyword Explorer | AHREFS Keyword Generator |
| QuestionsDB | ChatGPT |
| KeywordTool | Google Keyword Planner |
Type in e.g. “chronically stressed“; and like magic, we see a list of real questions people are asking in Google.
How amazing is that?
- The search insights tab
- 25 questions for “chronically stressed”
- 4, and 5, are “when, when and why” questions about “chronically stressed”
100% keyword mining. No prospecting. No guesswork. No gut feelings. No staring at a blank paper. Actual questions people ask about your [keyword] “chronically stressed”. This is absolutely fecking amazing!
Keyword research is now done. ChatGTP is better again at uncovering related keywords.
2) Use the PAA section of Google search for ideas
What is the PAA section? People also asked. PAA is this👇.
3) Brainstorming🧠 Content Idea – the Least Best Method
Think of brainstorming as prospecting for gold. The process is simple.
Get a sheet of paper, open your mind to all possibilities, and write down any and all thoughts that come to mind.
Done.
The only constraint, I suggest, is the topics you uncovered must relate to your product and services.
4) Ask Sales and Customer Service 🐕🦺 for a list of Common Questions.
Your business is sitting on a gold mine of questions if you have sales or a customer service department.
Ask sales and customer service to collate the list for you.
5) Outsource 🛎️ Writing Articles from Content Marketing Agencies
Outsourcing is hiring a freelancer or a business to do your content marketing.
They perform all the keyword research. Structure all the articles in a topic-cluster manner, using your tone and brand voice and write, edit and publish following a set schedule.
Naturally, this costs money. But life and business follow the “make it or buy it” allegory.
Here are 5 Downsides to Content Marketing (blogging and article writing)
Content marketing is not all champagne and chocolates. Content marketing is not built on hacks, shortcuts, or luck. The long 📏 game of content marketing is leveraging search engine optimization and search optimization to bring traffic.
The long game is 6-9 months of pure hard graft, you will stack weekly wins on top of weekly wins and win the long game. Here are 5 downsides to content marketing.
1) Content Marketing is Not for Everyone.
Nope, not every small business owner has the skill, desire, or fortitude to write content, record videos or make images and graphics. Content creation requires dedication.
2) Requires a Massive Time Commitment.
Consistently creating high-quality content is time-consuming. Even after the keyword research phase.
3) Writer’s block
Coming up with fresh ideas, fresh angles and topics on a regular basis is challenging. Good and proper keyword research eliminates writer’s block.
4) Competition
Competition in organic search for page 1 is real.
Don’t listen to people who say getting on page 1 is easy. The “challenge” of how to stand out and gain traction in a crowded field is real.
It gets better or worse.
Quality and useful articles are few and far between. Both are big opportunities. Opportunities to create better content which ranks higher. The better is lots of competition implies the market has many buyers! So there is that angle.
5) Limited Reach
Limited reach is a real problem and a present danger to content creators. Google, Bing, Facebook/IG, TikTok, and Snapchat are
a) for-profit businesses and
b) algorithm controls the content “feeds”
Therefore, getting your pages visible in search engines (and social media) is the shifting sands challenge.
This means your content marketing is built on the changing whims of the owners—Alphabet, Meta etc.
If your pages are not on page 1 free traffic is a trickle, not a tsunami. Worse, algorithm updates shift the sands and stop the free traffic.
Worse still, great content may not reach any audiences if it is not also promoted through social media, paid or other channels.
The only true unlimited reach channel is email.
6) Difficulty Monetizing Content
Earning money is the reason you’re reading this “How to Find Content for a Website” article.
Yet, with a small audience of 1000 true fans (i.e. names, email addresses), monetizing becomes the easier part. Audience building is the harder part.
The purpose of content marketing is to earn an audience of people interested in your products and services. Nurture them until they are ready to buy.
Monetizing is the “easy part”. Monetize using:
- Advertising
- Sponsorships
- Affiliate marketing
- Online courses
- Coaching and mentoring
- etc.
5 Most Popular Tools to Help Write Content for a Website
This is an incomplete list of tools.
- Google Docs/ Microsoft Word: Both are popular document editors for collaboration, writing, editing and track changes.
- Google Sheets / MS Excel – both are spreadsheets used to calculate numbers and organize material
- Grammarly: A free and paid AI-powered writing assistant. It helps writers improve their writing by assessing Google Docs or MS Word documents and giving suggestions for grammar, spelling, style, and tone.
- Hemingway Editor: My favourite. It analyzes text and provides suggestions for simplifying and improving writing, including identifying long sentences and complex words.
- Evernote: My go-to “remember everything” app. EN is cloud-based and is more than a note-taking app. EN help organizes ideas, notes and project and, syncs them across devices.
FAQ-How to Find Content for a Website
Content Marketing for Non-Techies: Your Priority Reading List
In earlier📆 articles we learned that Website Content is Important to answer the questions 🤔 people ask, which drives traffic 🚥to your website. Also, this How to Write Website Content post and this How to Write Content for a Website approached writing ✍️ from different angles and reasons. We learned how creating 🧱a Variety of Web Content, modalities, is vital b/c some people like text 🔠, some video 📺 and some audio 👂🏻. This back-to-basics post walked through the best Web Content Management System ⚙️to use to publish a website. We also learned that refreshing and updating your website content is how you keep and improve your page rankings in search engines.
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