Many people talk a good game about writing “epic posts” — 3,000-word articles that SEO and skyscraper the hell out of the whole Internet.
I write for such clients. Insider scoop: it costs a good chunk of change to publish and promote content every day.
It’s a nice-to-have if you have a decent budget to hire an army of writers to plug away for you.
(Not “TV commercial” kind of big budget. But if you pay peanut, you get monkeys. You might as well not do it. Crap content tanks your credibility and reputation. Don’t do it.)
If you don’t have thousands to spend on cranking out thesis-length articles every other day, are you doomed?
If you don’t spend 6 hours a day writing epic stuff and neglecting everything else in your business, are you screwed?
Epic content is groundbreaking and thought-provoking. It has the potential to change the course of the conversation.
These articles are the cornerstones in your body of work.
They give you the confidence and footing you need to grow into the next phase of you.
They shouldn’t be something you casually cough up whenever you need content on your blog.
If you think you have to write an epic post every time you publish, the pressure is so high that you probably don’t get to publish enough to get good at turning your ideas into words (writing is a practice) or get the SEO juice you need for your site.
(One thing I love about “blogging” is that it gives me the sandbox to test out ideas and think out loud. If an article is embarrassingly bad, I can always “unpublish” it!)
The Small Potato’s Simple Guide to Epic Content
Let’s say you make it a practice to write one or two 500 – 1,000-word article(s) every week, each focusing on one thought or topic.
That’s good – you keep up with creating fresh content on your site (Google likes that,) articulating your thoughts, and building upon your ideas.
(Being succinct is a virtue. Look no further than Seth Godin’s 200-word daily gems.)
Then every couple of months, you look back and pull all the ideas together into a coherent article that’s “bigger” – more thoughts and more depth. Bolder and braver.
It should be a pretty organic process – when you accumulate thoughts and ideas up to a point, a clear picture will emerge. It’ll urge you to put the pieces together.
Construct a narrative. Find the golden thread (or theme.) Connect the dots. Fill in the gaps.
What do you keep talking about? What’s the underlying current?
What’s YOUR point?
Do a little bit of research to look for supporting evidence on external sites.
Link to previous articles to elaborate and consolidate your ideas. Build up your body of work. Take a stand.
Write it like you mean it. Be succinct. Don’t use fillers or regurgitated content to make it look big.
It’s not a self-gratuitous exercise.
Make your content relevant. Add value to the conversation. Create something meaningful.
This is your “epic post.”
The added clarity from articulating your message will connect you with your business.
You should be feeling the rush when you write it. You should be getting goosebumps when you read it.
When you write future articles, reference back to this “cornerstone post” often to elaborate on your ideas and formulate your body of work.
(Plus, those internal links are good for SEO too!)
Stumped? We can find your golden thread together and heck, I can even write the damn thing for you!
Ling Wong :: Intuitive Brainiac | Creativity Mentor | Copywriting Alchemist. Author of Copywriting Alchemy: Secrets to Turning a Powerful Personal Brand Into Content that Sells.
Through her unique blend of marketing coaching, Content Experience Design and copywriting process, she helps the maverick-preneurs uncover, articulate & transform their WHY into content that connects, resonates and converts — by way of an intuitive yet rigorous iterative process born out of her Harvard Design School training and 15 years experience in the online marketing industry.
Ling is Inbound Marketing, Content Marketing, and Email Marketing certified. Through her writing engagements with various SaaS and marketing companies with the goals of driving organic traffic, building readership and increasing conversion, she’s well-versed in topics including online marketing, content marketing, eCommerce, conversion, UX, social media marketing, and more.
She helps coaches, consultants, service professionals, solopreneurs and small businesses apply these best practices to their specific business models and circumstances.
Ling is an avid cyclist with OCD (obsessive climbing disorder,) runner and chocoholic.
Access her Content Marketing in Plain English webinar series here.
This article was first published on business-soulwork.com