One of our clients has a skin care product - super competitive space. There’s also many companies producing solid ‘Grade A’ content. So, that’s why, before working with this client we comprehensively reviewed his website.
Something became immediately obvious…
… his existing content did NOT trumpet that he’s a board certified dermatologist. There was no mention of it in his title, his headlines, or his subheads.
So the solution was easy - ramp up his proof! Trumpet his education and training. Lead with it in the headlines and subheads. And finally, create a kick ass bio to go with every article.
But what do you do if you’re not, say, a doctor? Then you should borrow proof. We do it all the time for our clients.
Another of our clients is in B2B. And one of his most successful articles has the headline “Elon Musk's Secret to Sales Success”.
We (and our client) don't know Elon Musk personally, and in fact have nothing to do with him. But it didn’t stop us from using his celebrity status to elevate the quality of the content.
Another of our clients is a Young Australian of The Year. We do the bulk of his content. His name is Sam Cawthorn and he’s in a hypercompetitive space - the professional speaking market.
Sam’s story is one of the most engaging you’ll ever hear. Go ahead and Google him. He’s a perfect example of someone sharing the wisdom of a life experience.
Check out the traction of this Goalcast did - a juicy 5.7 million views!