Writing And Promoting Compelling Content According To Neil Patel: Part 2

By: Jennah Mitchell| Author @ Article-Writing.co
Posted On: February 26, 2015

Recently we talked with none other than Neil Patel, the man behind companies such as Crazy Egg and KISSmetrics. We asked him about what he sees as the issues facing companies in their marketing and content writing endeavors, and in Part 1 of this 2-part series we began unpacking his incredibly insightful advice for anyone optimizing an article for writing content.

Below is the second half of our interview:
AW: What advice can you give writers/social media technicians who are trying to balance quality with quantity – and still earn enough to make a living? In your experience, who makes the best content marketing writer? Former newspaper journalists? Former PR employees or marketers? None of the above?

NP: I would encourage all writers to focus on quality content above all else.  By not sacrificing the quality of your work you can really make a name for yourself in the industry… again that is easier said than done. It’s all about moderation and balance in the end.

As for who makes a good writer, I think anyone can fit the mold. I was a mediocre writer when I first started off. Persistence and hard work really pay off in any industry.






AW: Once content is written and it is time to distribute it, many companies turn to email marketing. Your email newsletter is relatively simple, but great to read. Do you have any tips/methods for garnering subscription lists?

NP: Quality content and giving away eBooks go a long way towards building out your email marketing list. Offer free solutions to visitors and they in turn will trust you with their email.

AW: What’s your hands-down best content marketing tactic to generate leads?

NP: Haha, that’s a loaded question. I would suggest basic blogging. Capturing your audience is easiest when you know who your ideal visitor is. Once you build up the right audience you can then drive them to a landing page and capture leads.

AW: Let’s talk outsourcing for a minute. In your opinion, what’s the difference in the amount of time it takes to rank for a keyword when hiring a relatively small, inexpensive SEO team vs. hiring a more expensive, more well-known SEO team?

NP: Experience matters. With that being said you should always go with a company that has a proven track record and doesn’t partake in cookie cutter approaches. Make sure they place a premium on content.

Readers know they are getting value when they read content that teaches them something new. They could learn from just experiencing life or reading a book, or they could learn from you, which is a really incredible place of authority to be in.

AW: How you got to where you are is incredibly interesting. We’re curious: What’s the biggest mistake you made – regardless of the job – when you first started out, and what lessons did you learn?

NP: I think a mistake I made – that many other entrepreneurs make – Is I got complacent. Once I realized complacency was setting in I forced myself to keep growing and learning more. That is kind of how Quick Sprout came to being

Early on I also didn’t think as much outside of the box. Now I spend hours at a time just sitting and thinking about new and innovative things I can do to drive traffic. Taking a break and thinking does wonders.

AW: What are your future plans? Any cool side projects we should be aware of? Any software under development?

NP: You’ll just have to say tuned 😉 There is a lot going on haha !

What an incredible thought leader! Neil’s insights on the importance of high-value content and his advice for promoting it effectively were excellent. If his words encouraged you, let us know either by commenting on our blog post or by shooting us a message on Twitter: @ArticleW.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.