You can use the WordPress app with your self-hosted WordPress site. The login is a little different:
Now, you can create those blog posts on the fly. Happy blogging!
Using the Post Tool is super easy. If Pecan Media Services set up your WordPress website, the post tool is also super important. You may be using it for:
Here’s how you add a new post:
Need a little more guidance? No worries. Check out the video below:
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One of the most important things you’re going to do for your business is to build your email list. When people tell you that, “the money is in the list” they’re not just using keywords. They are speaking truth. Think about it: when you build an email list you have access to your audience 24 hours a day, 7 days a week, 365 days a year and – most important – you own the list.
Why List Building?
It’s (really) this simple: Having a strong email list allows you to increase your income at virtually anytime…
Remember the old school address books? Your list is like an address book made up just of customers or clients. They might be current clients, prospective customers, or both. Imagine having a little book where you could directly give someone a call – someone who has already told you they’re interested. What if you could “call” (or email) them all at once about a product that they want? That’s your list.
But, you need to do it right so that only targeted list members are lucky enough to make it onto your list because you choose only the right products and right services to market specifically to them while also providing a lot of value outside of what you sell to them.
What This Challenge is About
This challenge is about using cornerstone content to build your email list with in-content opt-in offers, sometimes also called content upgrades. Cornerstone content has other names such as “epic content” and “pillar content”. In a nutshell, it’s in-depth but broad content that covers a lot of material and helps bring your audience to you, keep them on your site, and educate them about the things your audience cares about. By keeping it broad you give yourself more opportunity to include in-content offers to build your list.
Why List Building Needs to Be a Priority
When you make list building a priority – when you actively work to get your audience on your email list – you can bring them back to your site again and again while you also make offers, educate them, and provide a lot of value to them without having to constantly chase customers. People who sign up for your email list, assuming they’re targeted and your offers are consistently great, can also help you spread the word about new offers helping you get more buzz.
How Content Plays a Role in List Building
Content is the foundation of everything. It’s content that brings people to your website, and it’s content that they’ll download onto their computer when they get on your email list, and it’s content that you’re going to send in email to add value to their lives and make offers that help them solve their problems.List building is so important that you should think of it as your main goal when working on marketing, brand awareness, and adding value to your audience. Your website may be the hub of operations, but your email list is the foundation for the longevity for your business.
Still working on your list? Not sure how to get started? Click here to get our comprehensive guide to building your list.
List building is not just an important part of building a successful business today – it’s foundational. It doesn’t matter whether the business is online or offline, brick-and-mortar or completely digital – it doesn’t matter. Every business needs to focus on list building to ensure they have an active and responsive audience. Ongoing list building ensures you can can keep your business going and can even provide indicators for future income over time.
You may have heard the common terminology for building your email list: opt-ins, freebies, or lead magnets are words you may have heard. In-content list building is simply putting the freebies within the content of your website. They can live on your blog posts, within cornerstone content, on your about page and elsewhere.
Let’s look at a few examples:
The best way to explain how this works is to give you a few examples of in-content opt-in offers that help build your list.
As you can see, there is still a freebie, opt-in, or lead magnet, it is simply presented in a new way instead of site-wide. It is included within the content the potential customer is reading at the time. The opt-in adds increased value by offering additional information to what the viewer is consuming at the moment. This makes it more likely they’ll sign up because they want that freebie because it’s so relevant to them right at that moment.
By having several in-content opt-in options you not only give more opportunities to get onto your email list, but you give different segments of your audience an even better reason to sign up. Because of how intensely targeted they are, in-content offers, make these types of list members more valuable and typically more responsive to your offers.
In-content list building is an effective way to ensure that your business keeps growing while you continue to add exceptional value using and reusing the content that you create for them. It may seem like a lot of work, but the truth is, it’s more effective than almost any other list building method and will build your list big and healthy if you keep in mind your audience as you create content and opt-ins for the content.
Not sure where to start with list building? At Pecan Media Services, we specialize in the details of work like this. Click HERE and get our comprehensive guide to list building absolutely FREE
Our last post in this series focused on in-content opt-in offers. Now, let’s get started creating a quick one so that you can put this in action. There are several high converting spots to add an opt-in outside of your sidebar, slide, or pop-up offers.
An easy – and effective – way is to add an opt-in at the bottom of every blog post. If someone reads all the way to the bottom of a blog post, they are already interested and more likely to be interested in an offer.
This type of offer is considered a site-wide offer even though it appears at the bottom of each post. (You could also put a different opt-in at the bottom of each post you create based on the category that you use.)
To add opt-ins, you’re going to need to create a download / thank you page where you add the opt-in as well as a sign-up form. You can do this in a few ways but at the absolute minimum, you need to purchase email autoresponder software. At Pecan Media Services, we have experience in multiple autoresponders, including Aweber.com, Convertkit.com, or Drip.com. But, for most of our clients, we recommend (and use ourselves) MailChimp. Your autoresponder allows you to create the form that you use to collect an email address to add to your list.
You’ll need to create at least one landing page for the opt-in offer: the thank you/download page. You can do this easily by simply creating another page on your website that is not added to the menu and is not indexed for search. You can also accomplish it with specialized landing page software that works with the email autoresponder software such as leadpages.net, instapage.com, and ConvertKit.com has landing page ability too. For most of us, however, a basic page on our own websites does the trick.
You may need a plugin that helps automate some of the processes, especially if you have numerous opt-ins created that you can add to a blog post based on the category that the blog post appears in. This can make it a lot simpler and faster, but you don’t have to have it. There are several such as Thrive Leads put out by Thrivethemes.com and Optinmonster.com.
You’ll also need to create the freebie itself for downloading. This can be as simple as creating a document in in Word and then turn it into a PDF file. You can make it look really professional using the software you already own, or you can hire someone to create a professional design that will make it really stand out. How you do it is up to you, but remember this, people are used to getting PDF documents as downloads.
Choose the Right Blog Posts
Before creating your opt-in, analyze your blog posts to find out which blog posts already get the most views and comments. Even though this opt-in may end up being a site-wide opt-in, you want to reach the most active and engaged part of your audience. To do this, create something specifically for the most read posts on your website.
Once you’ve decided what your opt-in will be, outline it, and create it. Once created, get it up on your site so that it can be downloaded so you can start building your list as soon as possible.
The faster you get it up the faster you’ll start building your list.
Ready to build your list like crazy? Click here or on the image above and get our comprehensive guide
When you’re focused on list building it’s better to have many points of entry to your list, just like it’s best to have many points of entry to your website. You can get more points of entry into your website via your social media activity, guest posting, and even via paid ads. The more points of entry you have, the more traffic you’ll receive to your website. That means more of your audience will also see the in-content lead magnets you’re offering, and more will sign up and end up on your email list. In-Content List Building…
List building is craft. Like anything, the more you “practice’ the better your results will be. Over time, you’ll need to revisit and revise your opt-ins as your audience’s and your business’s) needs change. One of my favorite sites in terms of opt-in use is HubSpot, Check them out, and you’ll see great examples of how they use in-content opt-in offers to build their email list.
Need support with creating or managing an opt-in? Pecan Media Services can help. Click HERE to get our COMPREHENSIVE guide
When using in-content list building practices, remember:
Focus is everything.
But the most important thing is, the more targeted the offer, the more likely they are to take advantage of the offer. To create a highly targeted opt-in, offer here are some things to consider.
Know Your Audience
You hear this constantly because it’s so important, but I can’t say this enough. Continuously pay attention to your typical client/customer. What you see, hear and read will not only help you create better products and services but also to create better lead magnets as well. Once you develop your ideal customer persona, consider also making them for subsets of this audience so that you can focus in even further. For example, if an audience consists of divorced women who want to learn to get on with their life there will be subsets of this population:
If your products are right, you can dig deeper with your targeting.
Know Your Products & Services
Not everyone create the product or service they sell. If this describe you, and your business promotes other people’s products, it’s still up to you to understand the products and how they really work well beyond the sales page information. The best way to do this is to buy and use the product. There are situations where you may be able to contact the producer and get a free review copy. Otherwise, you’ll need to buy the products so that you can know them inside and out.
Determine Goals & Objectives
You don’t leave home without knowing your destination. And if you don’t know the route, you look it up or plug it into your GPS. Run your business with this same small (but key) attention. Before you create any type of content, know what the point of it is. Why are you creating this freebie? What content will the freebie go with? What do you want the audience to do? What do you want them to learn? How do you want them to feel about the content once they have download it and put it to use?
Follow this Rule: One Problem Means One Solution
Focus on only one problem and one solution at a time. This is the best use of a lead magnet. Your audience wants the solution and they want it fast. They want it instantly, In-content list building gives them this by presenting a solution right smack in the middle of the discussion of their problem.
Expand your Content
One way to create an effective lead magnet is to expand on the content in the blog post. For example: You’ve posted a recipe for roasted chicken. You’re making a lot of assumptions that they know how to carve the chicken… but what if you added a lead magnet to the recipe on how best to carve the chicken to serve it? How many people who want that extra information will grab it and sign up for your email list?
Help Them Do Something
This is the perfect opt-in for a a “how to” blog post. Try including an opt-in within the content that is a checklist that they can use to ensure that they don’t miss a step.
Know Where the Lead Magnet Should Be Placed
Before you even create the opt-in, decide where you’re going to put it for maximum impact. You can put it in more than one post, too, so long as it has something to do with other content and fits. But first, knowing where you want it will help you focus it better. After that, you can use it elsewhere if you want to.
Creating highly targeted offers requires that you understand your audience as well as your products and services. Use this information to help you make better lead magnets because each will have a specific reason for existing. Eventually, you’ll get so good at thinking about list building and lead magnets it will be second nature with each type of product you create.
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Grow your list with content upgrades. Content upgrades are in-content lead magnets that are related to the content you attach them to. Think of it as bonus content that adds value to the content your audience is already reading and interested in. To get the additional content your audience member will have to sign up for it.
There are so many types of content upgrades that you can create.
Here are some examples.
Reading this list has probably given you ideas of how you can use this for your products. Give yourself a challenge: See if you can include a content upgrade within the content of every blog post that you publish.
Did you find this list helpful? Want more? Click on the image below and download our comprehensive guide – the only list building instruction you’ll ever need:
By now you realize that content upgrades help you get more subscribers to your list by providing extra value to your audience. A content upgrade is content that goes deeper into the information or provides a simple way to organize the information you provide your audience when they download the gated content from your blog post or website. But, how do you create your first content upgrade from scratch?
Step #1: Start with Your Most Popular Blog Post
The most effective opt-in will be on pages that get a lot of views. Because the page already gets a lot of views, the content is already popular. Your best course is to find out which post is your top post now. If you want to, you can pick the top three posts, go over them, update them if needed. While you’re at it, look for ways that you can add to or expand on the information in the post.
Example: if you wrote a blog post about How to Start Your Own Digital Retail Business there may be places in the post where you go over basic information and is a spot where you can go much deeper. Maybe you can provide a resource list with your views and recommendations on the best software to use. You could also create a checklist of steps taking your readers from A to Z on starting a digital retail store (or whatever your how-to is about).
Step #2: Decide the Best Way to Offer a Gated Opt-in… Depending on Your Audience
Every audience is slightly different, and you know yours best. Will they prefer a PDF file or a video? Will they be fine with providing more than a name and email address to get it? Consider this: often, the less information you collect, the more people who will grab the freebie and sign up for your email list.
Step #3: Create the Opt-in
Once you know what you need to create, make an outline for it and create it. It’s likely you have information you will use to create the opt-in already. It can be private label rights information, or you can create the information from scratch to match the blog post better. It’s totally up to you. But get something created. Keep it short and simple for this first one, such as an additional “how to” video, a checklist, cheat sheet or resource list.
Step #4: Create an Autoresponder List for The Audience That Downloads the Freebie
Don’t skip this step. The way you create your list depend greatly on your system. Some systems you create an entirely new list, for others, you can tag the people who grab this freebie to send them to a specific list. You may need to learn more about your system to get specific instructions.
Create between seven andten emails for the autoresponder series that recipients of your download will receive and then load them into your system. Consider what your goal is for creating the freebie and publishing the blog post in the first place. What do you, ultimately, want the audience to do?
Step#5: Create a Form or Landing Page for the Freebie
Depending again, on the technology you’re using you’ll do this slightly different. You may need to create a landing page, or you may be able to do it all through your landing page or email software. But you need a place to collect the email addresses.
Normally this will require you to either copy the code from your email software and paste into your website, or you’ll integrate your landing page software with your email software to accomplish this. When your audience clicks on the in-content link, they will be taken to this page where they will sign up for your email list and only then receive the freebie.
Step #6: Create a Download Page for the Lead Magnet
Next, you need a place for your audience to download their freebie after they provide the information. Again, what this looks like and how this is accomplished depends on your technology. With some technology, your subscribers can be sent directly to the freebie after signing up.
In other situations, subscribers may need to opt-in to the subscription before the system sends a thank you note with the link to the download page. Either way, you will need to create a download page that is for your freebie. You can upload the freebie directly to your website server or you can use a system such as Amazon S3 to host the freebie for you.
Some autoresponder services permit the freebie to be uploaded to their server. How you do this depends on the technology you have, and on how much traffic you believe you’ll get. It’s usually advisable to host it on a third party that can handle high levels of traffic.
Step #7: Add Your Freebie to the Download Page
Once you’ve created the infrastructure for your freebie, now you can add the freebie to your download page. Remember that your download page is also valuable real-estate to market other paid products or affiliate products that people who are getting this item might also want. You can put that right below the download button for the freebie.
Step #8: Add the Link to The Freebie within the Content of the Blog Post
Once you have everything set up, now you can grab the link to the landing page you created for your freebie (or form page) and just add the link to some anchor text on the blog post. It is advisable to create something that will make it more visible. You might want to use an image with text that stands out for the freebie. Pointing out the freebie is the best way to ensure people find it and subscribe. If your call to action is not clear people may not click the link if it’s just on top of the text. So, do what you can to highlight and call attention to the offer.
These steps will stay the same. You might need to adjust them depending on the technology you use. For example, if you use technology from LeadPages.net or Convertkit.com for your landing page some of your steps will be different as these types of systems helps you create the pages for the freebie all at one time. Otherwise, you create each page separately on your system in a manual way.
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As you move forward with your online marketing, you eventually want to start planning content for content upgrades. The idea is it will work seamlessly in your overall content marketing plan. You can do this in two simple ways that will make a lot of sense to you and show you how you can re-purpose content to create amazing information and value for your audience plus offer the right in-content opt-ins to build your email list fast.
We’re going over two ways to do this:
Let’s get Started:
Create a Blog Post SeriesYou may wonder why anyone would want to download the entire blog post series in one PDF file, but people do like to do that because most of the time a blog post series takes a few weeks to be published . Instead of digging through your blog, they like the option of downloading it all in one easy to read report.
How you get the series complete is up to you. You can choose to write each blog post on the fly. You can set a schedule for a daily or weekly writing session. Or, you can write all the blog posts in one sitting so that you’ll have the entire series, along with the freebie, done before you publish it.
It doesn’t matter how you do it so long as you do it. Follow your plan to completion. Now, look at the second way you can do this.
Starting with the Content Upgrade
In some cases, you may already have some good freebies that you’d like to provide to your audience to get them on your email list. If you have webinar recordings, reports, eBooks, checklists, cheat sheets and other information already — whether you created it or it’s private label rights content, it doesn’t matter You can use it for the opt-in.
When you start with the opt-in, you’ll need to think backward from the above. Create blog posts around the freebie that you have, then attach the freebie CTA to each blog post you create. You should still outline the blog posts, still publish them in a series, and still set up all the pages and information that allows your audience to get the freebie content just as you did in the steps above. The only difference is, you’re starting with the freebie and designing content to go around the freebie.
Whichever way you choose to do it, remember that done is better than not done. Let go of the idea of perfection. Sure, you want the content to add value, but no one is perfect. You can always fix issues later. Most of the time, it’s a lot better than you personally think it is.
If your information is: