What is working in blogging

8/12/2019 What is working in blogging

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Andrew is the Aussie bloke living in the U.S., Heather is the American gal living inAustralia; together they travel the world sharing strategies on how to put yourbusiness on autopilot. Doing business online is no longer about having a website. Toget more clients and take care o the ones you have, you!ll need a map. They!ve got

it. So, sit back and rela", and welcome aboard. This light is bound to Autopilot #our$usiness.

Andrew McCauley: %n today!s podcast, we are talking about what is working inblogging.

MC: Have you picked up our online survival guide yet& 'et prepped or the uture o

online marketing by going to www.aybguide.com.

Andrew McCauley: Hey everybody( This is Andrew )c*auley. +elcome to podcast

-. Today, we are talking about blogging. +e are talking about what is working,things that are changing out there in /nternet world, what!s working, what!s not

working. +hat used to work a couple o months ago is probably not working now.+e!re going to dissect, cut and work it out, we!re going to eed it back to you and tell

you what you need to know.

% course, lovely Heather 0orter is on the other end o the line. Hello, Heather(

Heather Porter: Hi, Andrew. / always love how you stick good ad1ectives in ront omy name. 2The lovely Heather 0orter.3

Andrew McCauley: / know. /!ll do a new one or ne"t week, / promise.

Heather Porter: %kay, good. How are you& How!s everybody out there& How are

you guys&

Andrew McCauley: 4veryone is rockin! and rolling today. That is what /!ve put onupon the world; they are rockin! and rolling. How are you doing& +hat!s going on withyou& +hat!s been crossing your desk this week&

Heather Porter: #eah, you know, actually, / used with a client this week a greenscreen studio and / have always said to people, 2'o use a green screen studio,3 1ust

you can hire them, you know, by the hour. They are really, really cool. / they are setup well 5 like, we 1ust showed up, the camera was in there, the teleprompter, they

had antastic lighting, they had a director, the camera guy 5 like, you 1ust show upand then they 1ust sort o move you around and tell you where to go, and / thinkanybody that!s looking to do some good ilm pro1ects 5 like, very proessional 5 1ust'oogle 2green screen studio.3 /t!s the coolest thing and it!s right at your ingertips ora really good 6uality video.

Andrew McCauley: 7ow, you and / did a green screen video 5 a bunch o videos.

Heather Porter: +e did, yeah.

Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/67-working-blogging/

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Andrew McCauley: 8ast year / think it might have been, or the year beore,actually. +henever. +e did it not so long ago and was that a green screen studio orwas that 1ust a green screen&

Heather Porter: That was 1ust a green screen. He had like a photography studio butthis is 1ust, literally, you walk in. /t!s ama9ing. So, it has one end o the room is a

green screen 5 like, completely head:to:toe. #ou have back lighting, ront lighting, allthese great mics coming down rom the ceiling, and then all the walls have that 5what!s that sot stu that you punch on the wall or insulation&

Andrew McCauley: %h, yeah, the eggshell soundprooing&

Heather Porter: #eah, it has soundprooing on the walls. /t was so, like, good6uality. / was really impressed and, like, to the point where / thought, 2/ want to

come in here and do something.3

Andrew McCauley: 7ow, /!m going to be really impressed 5 did you take photos&

Heather Porter: #ou know what& Shoot. / didn!t on my phone but / did on hisphone. /!ll see i / can get a couple o copies.

Andrew McCauley: #es. %h, damn( +e!ve got to get these photos o these coolplaces so we can share them with our listeners because, sometimes, they want to seethis stu and / want to see this stu.

Heather Porter: / know.

Andrew McCauley: / actually took photos o our setup. +e were doing our little T

show. +e have a studio where we!re doing a weekly T show, as you know, withanother guy and / took photos o the setup because it looks pretty cool. /!m going topost those or some people, too.

Heather Porter: This is a real T show, by the way, guys. This isn!t, like, an onlineT show. This is, like, old school T, right&

Andrew McCauley: +ell, it is. +e!re working on bringing it to the real T. +e!ve

done about si" pilots. +e!ve 1ust done a couple o sound issues that we!re playingwith. $ut that!s the plan is to bring it to real T. +e!ve got it spaced. +e!ve got it

signed with a T studio that says, 2#es, let!s do it.3 So, it!s 1ust a matter o putting itall together now.

Heather Porter: /t!s e"citing.

So, now, Andrew, / know we!re going to be talking about blogging speciically on thisepisode. $ut, beore we do, / would like to know what you learned.

Andrew McCauley: +hat did / learn& #ou know, / learned lots this week. /!ve beengoing deep into study mode again or a whole lot o things 5 real business related,

not so much /nternet marketing but business related.



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$ut what / did learn or discover 1ust yesterday or two days ago was that Skype 5 thatabulous thing that we!re even recording this podcast through 5 is now opening up itsplatorm or video conerencing or more than one person. So, in act, up to tenpeople now can videoconerence with each other without paying or it. So, whether

you use Skype on a )ac or a 0* or even


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/ don!t know i /!ve shared this stat with people on the podcast, but one thing thatblows me away is that they!re saying that the amount o inormation that we!vecreated as a society between >??@ to >?@ 5 inormation, so, accessible inormationthat we can all get 5 is more than the entire world created rom the dawn o time

until >??@.

Heather Porter: +ow.

Andrew McCauley: That!s a lot o inormation that we!re getting pounded with.8ike, in ten years, we have created more inormation than we have in thousands oyears as a human race and we!ll probably create about the same amount oinormation in ne"t three years as we did in the last ten which is 1ust mind:boggling.

Heather Porter: +ell, another 1ob that / saw that / 6uite like is called the 2media

remi"er,3 speaking o that, because now there is so much inormation. There!sactually a 1ob coming up where people are going to take photos and images and

videos and, you know, music and remi" them into a piece that can teach or share orentertain. Almost like how, you know, we!ve been talking about the *anva graphicsand 0ic)onkey and using those types o images. /t!s taking it a step urther. /t!s likeusing the animations and all the things together to be a new piece o contentmarketing. So, 1ust what we need 5 another 1ob, another person putting out anotherorm o content.

Andrew McCauley: #eah. #ou know, / think that!s going to keep coming up.

Heather Porter: /t will.

Andrew McCauley: There!ll be new orms o content and / guess the biggest thing

is, you know, 1ust take a breath. / there!s something you overwhelmed with, take abreath, discover what works or you, and run with it. #ou don!t have to try to beeverything to everybody.

Heather Porter: 7o, absolutely not.

Andrew McCauley: Anyway( / cut you o.

Heather Porter: 7o, you!re ine. /t!s all good.

And, one last thing, actually 5 this is pretty cool. So, speaking o uturistic things, soour riend, Ama9on, has 1ust launched a new area called +earable Technology. So,you can go shopping or, you know, watches and 5 gosh 5 it!s called Bitbit 5 it!s like aband that you can wear on your wrist, rings 5 but all wearable technology. So, /always look at Ama9on or trends, right& #ou do, too. And, i that!s not saying what!scoming up, / don!t know what is.

Andrew McCauley: #eah, deinitely. +ell, +earable Technology has been in the

news. / know 'oogle had a contact lens that had a chip in it.

Heather Porter: #eah, / saw that.





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Andrew McCauley: The si9e o a gold speck, you know, and that was processinginormation. That!s 1ust phenomenal. +ow. +e!ve got 'oogle 'lasses, we!ve gotwatches, we!ve got rings that can work like )inority Ceport. #ou know, things arehappening really ast and /!m not surprised that Ama9on have done that at all. That!s

pretty, pretty ama9ing.

Heather Porter: /t!s pretty cool.

7ow, speaking o content and, you know, adding to the noise 5 or hopeully notadding to the noise that e"ists but adding really good inormation to the world 5 we!retalking about blogging.

Andrew McCauley: #eah. +hat!s working with blogging& +hat!s going on& $loggingis changing, 'oogle is changing, the /nternet is changing, you know, and / think /

said at the start o the show, what was working a couple o months ago may not beworking. #ou know, there was people that we would look at and we!re doing blog

posts that were two or three lines long but they were doing it either one or twice aday and, you know, they were swearing that that was the way to go. All o a sudden,they!ve stopped doing that sort o thing.

Heather Porter: #eah.

Andrew McCauley: 7ow, have they stopped because they ran out o things to say&0robably not; / think they more or less stopped because it wasn!t working like they

were hoping it would or like it used to. So, they!ve gone and changed their method.

So, there are people out there who are testing what works and, you know, we!rekeeping on track with those people and this is what we want to here is give you the

latest o what!s happening out there.

Heather Porter: #eah, absolutely.

7ow, /!m 1ust curious, how did you start with your blog& How did that all get startedor you&

Andrew McCauley: #ou know, that!s a good 6uestion. Ceally, /!m not a writer. /

hate writing and / have the eternal writer!s block, / think. #ou know, it!s always /!malways sitting there going, 2+hat am / going to write about&3 And so, / used a little

website creation tool way back in >???:early and it was a very, / mean, i / look at itnow, /!d almost be embarrassed to tell people. $ut, basically, it didn!t even havegraphics on it. /t 1ust had a headline o something like, 2+hat can / help you with&Ask me any 6uestion,3 and it had a space or people to ask a 6uestion about /nternetstu or social media, / think, back at the time was. So, people would type in their6uestions and that!s how / would come up with topics to write. So, / put the answerthere or everybody to see and so people could watch that, and that!s how myblogging started. /t was horrendously bad, it was ugly, and /!ve certainly come a long

way since then. $ut that was the origination o how / did it.

/ needed some help and / really wanted people to tell me what / needed to write, youknow. So, i / didn!t know the answer, / would go and research and ind the answer 5





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research it was 'oogle 5 and check out what was going on and then write about it inmy own words. So, / was never copying and pasting anything; / was always rewritingit mysel. $ut, yeah, that was basically how / started blogging. /t was coming up withideas by asking people, 2+hat do you want to learn& 'ive me something. Ask me a

6uestion,3 1ust so / can write a blog post.

Heather Porter: +ow. So, did you write the content& Did you actually type youranswer into the same place people were asking the 6uestions&

Andrew McCauley: #eah, there was a space or it that 1ust let me. /t was actually atwo:part 5 one page was ask the 6uestion and then another part was where you put ablog post. So, /!d actually 1ust copy the 6uestion, paste it as the headline, and thentype in my answer underneath that. /t wasn!t even a +ord0ress blog. /t wassomething 5 / can!t even remember what the platorm was / was using. /t was

terrible.

Heather Porter: $ut you know what though& / think what you!re saying is theactual undamental concept o 1ust asking people what they want to know and thenanswering it is, / mean, it works(

Andrew McCauley: /t worked, e"actly. /t wasn!t a massively traicked blog oranything, but it got me started. /t was like, 2Hey, this is not so bad.3 #ou know, aslong as somebody can help me think about what / need to write, cool 5 / can do that.

Heather Porter: That!s a really good point because you were saying you don!t liketo write so, / mean, there!s probably more than, what, ? percent o the people out

there that probably don!t like to write. / mean, / think there!s a very small percentageo people that actually say, 2#eah( / love to write( / want to get in there and write(3

So, the idea o 1ust being able to think, you know, a blog could be as simple ashaving a EFA sort o concept is good.

Andrew McCauley: That!s all it was. That was all G??@> unclearI.

#ou know, ater / was writing a couple o sentences, / went, 2#ou know what& )aybe/ could work out how to record a video,3 and this was beore such things as

ScreenBlow and =ing. #ou know, it was still e"pensive to have that sort o stu so /think / 1ust actually took some photos 5 like, screen photo shots 5 and put them

inside a video on i)ovie or something like that way back in !? when i)ovie wasaround. +ell, it!s still around, but when / was using it originally.

So, / started to implement that and / ound that was a lot easier or me to do a videorather than 1ust write things. So, yeah, that worked well. So, that!s how / got into it.

+hat about you& +hat was your beginnings o blog world& How did you get into thatsort o stu&

Heather Porter: That!s a good 6uestion. 8ook, / think mine is probably about ive

years ago:ish 5 around that time 5 and / was 1ust then starting to learn about hostingand buying domains and how to set up +ord0ress and how to actually kind o create





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your own blogging environment instead o having +ord0ress host it or you. And /remember / was watching the domain Heather 0orter. There!s a model in Americathat is named Heather 0orter 5 there!s a ew o us out there, actually.

Andrew McCauley: $ut there!s only one o you( There!s only one o you.

Heather Porter: 7ice.

So, she owned the domain and / was watching it like a hawk, right& $ecause /learned how to actually understand registrars and where to look up public records andind out when things are e"piring and / was watching it and / 1ust thought, 2%h, mygosh, my domain 5 heatherporter.com 5 is going to e"pire.3 This other person!s goingto e"pire ne"t month. / 1ust happened to be that lucky.

And / ended up watching it and it e"pired and / was able to get my name as a domainand / thought, 2*ool( / have my name and / know how to put +ord0ress on it,3 which

is a great blogging platorm and / got it all set up. / got some sort o +ord0resstheme on there that was very ugly as well to start with, but / 1ust got started. Andthen, / remember sitting there, thinking, 2+ell, / don!t really have time.3 /!m reallybusy and / was traveling a lot back then. And then, / thought, 2%h, cool. %kay. /!ll

1ust get a A to do it.3 So, / got this really great girl to start to write or me and shewould give me ideas or topics and such, and / still wasn!t getting a lot o traic and /kept thinking, 2+ell, how do / crack this thing&3 and, you know, 2/ don!t know i thesearticles really sound like me,3 and, one day, / thought, 2+hy don!t / 1ust teach&3 you

know, 2+hy don!t / teach some things on my website&3

And so, / actually created a ew videos 5 video tutorials 5 and / used those as a blogpost. So, my blog post was essentially an embedded #ouTube video and then the

notes o the video.

So, in the video, /!d discuss, like, how to do this and how to do this and where to goind that. So, /!d put the UC8s, /!d put additional notes and resources and how:to!s.And, gosh, you know, to date, / think one o those videos has J@,??? views.

Andrew McCauley: +ow. That!s cra9y.

Heather Porter: And, as soon as / started teaching 5 all o my blog posts, by theway, on my website that have the highest traic and the highest engagement are me

teaching stu. So, it!s interesting. /t!s like, / think, blogging 5 or a lot o people 5 isone o those things where you think, 2/ should be doing this,3 or, 2/ should be doingthat,3 or, 2/ should be copying this person over there,3 but it!s kind o a personalthing where you want to discover what!s going to actually suit your skill set as ateacher and as a writer and as a business owner and as a brand.

And, or you, Andrew, it might be EFA. Bor me, it was teaching and tutorials. Andthere!s loads o other things out there that we!re going to give you to give you guys

ideas, too. $ut it!s a personal thing and it!s one o those things where you get theundamentals right and then the sky!s the limit with where you want to take it.

Andrew McCauley: #eah, perect(





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#eah, it is a matter o inding your own style. Some people love writing so that!sgreat. %ther people 1ust like doing images. #ou know, you and / looked at a blog siterecently that had 1ust images 5 there was no te"t on it at all. /t was 1ust a graphical

sort o site that had some images o photos that this person was taking.

So, it!s whatever you want it to be, really. / mean, this is the great thing aboutblogging. There are no speciic rules as ar as creativity goes and what content youwant to send out. $ut there are a couple o things that you really want to think aboutin order to get traic getting there but also doing what you want them to do whenthey get to your site, right&

Heather Porter: #eah, absolutely.

So, really, / guess what we!re going to share now is what we!re inding that works nomatter what 5 the things that you want to keep in mind no matter what you!re going

to talk about in your blog, or what you!re going to teach, or what you!re going toshare, and really, it!s 1ust a handul o things.

And so, let!s start with the irst one which is 6uite the obvious one 5 it!s the headline,it!s the title o your post.

Andrew McCauley:#es, yes, yes, yes. %kay. Kick us o(

Heather Porter: So, with the title o your post, what you!re doing, this is the keything 5 this is basically what is going to get somebody to click and read and see what

you!re sharing in the rest o your blog post. So, you want it to be all about the personthat!s visiting your page.

+hat are they going to get out o it& +hat are they going to learn rom you&

So, ive tips to this or how to stop wasting time with this, and /!ve seen some peopletry and get, like, artistic or creative about blog post titles and, the second you dothat, it!s very vague and the user o your site is going to say, 2/ don!t even reallyknow what that is. /!m busy. / have too much stu going on in my lie. / don!t evenknow what it is. /!m not even going to click on it.3

Andrew McCauley: #ou know what& #ou!re right. / think the attention span o

people is so, so small right now that it!s like, 2'ive me something that / really want tosee. 'ive me a title that!s going to grab me. 'ive it to me speciically because / wantto know,3 and great copywriters say this that the reason you have a headline is todraw people to the ne"t sentence and then that sentence has to draw people on tothe ne"t sentence and so on.

And, i you have a luy headline that doesn!t make sense, it conuses the reader.0eople are going to go, 2Uh, you know what& / can!t really be bothered working it out.

/ don!t understand what you!re talking about. / don!t think / even want to read itbecause / don!t get what your headline is,3 and then you!ve lost them.





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Heather Porter: And you were saying earlier, you can!t be everything to everyone 5same with the blog post. #ou can!t try and cram in ?? topics into one blog post.4ach blog post is about one topic. That!s what!s beautiul about a blog post is youdon!t have to get too comple" and you!re really essentially choosing a keyword

phrase which is a ew words that somebody would say to search in a search engineon how to ill in the blanks, right& So, you!re literally basing your blog post on a topic

5 one topic 5 and then you put those keywords in the title around what they!re goingto learn. So, 2Bive Tips o How to $lah $lah $lah,3 or, you know, 2Save Time Using$lah $lah $lah,3 and the blah blah blah is your keywords. #ou don!t have to be tooancy with it and you!re respecting the person!s time, you know, who!s coming toyour site.

Andrew McCauley: #ou know what!s a good idea that / like 5 and /!ve heard this anumber o times 5 is, i you get stuck or cool headlines, go and look at maga9ines

Heather Porter: #eah, / love that.

Andrew McCauley: The trashier the maga9ines, the better. $ecause they!redesigned to be basically sitting at a check:out in a supermarket so, as you walkthrough the aisle in the check:out, those maga9ines are the last things you!re goingto probably purchase beore you leave that store, and they have to grab yourattention. / the headline doesn!t work then those maga9ines can be ull o the bestcopy, the best inormation in the world, but no one even opens it up because theheadlines didn!t work or them.

Heather Porter: #eah, that!s a very good point. / 1ust started getting a couple o

maga9ine subscriptions on my Kindle 5 yeah, on my Kindle app / think it was 5 and /1ust pop up my i0ad and then have a look 1ust at the cover o the mags to get an idea

or, you know, copywriting because, like you said, you!re never going to buy themaga9ine i the ront cover doesn!t do its 1ob.

So, you know, great ideas or headlines. So, again, 1ust no matter what your blogpost is, the headline is always, / guess, the ideas o how to write a headline is alwaysgoing to be the same.

Andrew McCauley: /t!s the same principle as emails, too. #ou know, i you!ve got a

great headline, people are going to open your email. / you don!t have a goodheadline on your email, they!re not going to open it and, thereore, you!ve wasted

your time even writing the email in the irst place.

Heather Porter: True.

Andrew McCauley: +hat about length o blog post& How long should a blog postbe& #ou know, in the start o the show, there was someone writing some short blogposts, but now they!re not. So, what is the best length these days&

Heather Porter: #eah, it!s a really good 6uestion because, again, / think thatthere!s no ?? percent airtight rule on this. / think that you want to mi" it up and the

reason why / say that is this one o the biggest sites right now that / always talkabout is Upworth 5 upworthy.com 5 and it is essentially a micro:blog. #ou know, all





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the posts on there are videos that their curators bring and then they 1ust write ashort paragraph about the video and that!s really what the site is. 7ow, i it!s one othe most highly traicked sites in the world or having small blog posts, obviouslythat works. $ut, then again, we!re also talking about search engines because this site,

Upworthy, is a highly sharable site so people are sharing the stu on social media.

Andrew McCauley: / was going to say it!s very viral, this site.

Heather Porter: iral, yeah; it has a big viral component. So, probably thatengagement side will help with their search engine rankings and all that stu as well.$ut /!ve never googled them as well. / always get my stu rom my social media orthem.

$ut, i you!re looking at it rom a search engine perspective 5 / know you and / were

1ust researching what!s the latest being said around this and, gosh, what is it, -?? to,L?? words was what we were seeing&

Andrew McCauley: -?? to ,L??:word blog posts seems to be somewhere in thesweet spot now. / think, you and /, we were oten saying, you know, up J?? words orso is a good mark. $ut, now they!re saying at least -??, anything up to ,L??because, -??, you haven!t got enough time to give good value, and then ,L?? has tobe really good to keep the reader engaged or that long.

So, that is about the right length they!re saying and there!s been some studies done

on what!s working best as ar as search engines go. That seems to be the sweet spot.

Heather Porter: #eah. So, or me, /!m not going to let that reak me out, you know,and think, 2%h, great. 7ow / have to write a really long blog post.3 Bor me, how /

would read into that is, 2%kay. So, / need to make sure that / cover all my bases. So,/ want to write long blog posts sometimes and / want to, i / eel like doing a video,/!m still going to do videos and /!ll 1ust have a paragraph on those. $ut /!m going to

1ust rotate through and mi" it up so / have some blog posts that are, hopeully, easilyshared on social media but then / have ones that also attract the search engines.3

Andrew McCauley: #eah. / was going to say, / think the key thing is that you!vegot to write or your reader 5 not the search engines.

Heather Porter: 'ood point.

Andrew McCauley: Cight& / your reader is used to you writing short blog posts andyou!re getting good traic rom those blogs then keep writing short ones. / you tryand change it because the search engine world says that!s what you!ve got to do thenyou might suddenly lose all your readers. So, i you!re happy with your readership, /wouldn!t change anything.

Heather Porter: And a big part o S4%, ater all, is how long people stay on your

site, and what they!re doing, and are they engaging, and are they clicking on otherarticles, and going to other pages.

So, writing or your reader is the best way to do that so that!s a good point.





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Andrew McCauley: So, what about images& #ou talked a little bit about puttingvideos in there. /s videos worth it& +hat about images& Should we put images inthese blog posts& +hat do you think&

Heather Porter: #eah. So, irst o all, on the video point, / suppose, i you!re

teaching something, absolutely; videos are great i there!s some really substantialgood value in those because, again, taking into mind that a video keeps people onyour website longer so they!re on your web page watching the video and hopeullyengaging with your website.

7ow, images, we!re 1ust all trained, / mean, images in the last year or so, they!rehuge. 8ike, we have apps to develop them, we have new websites like 0ic)onkey and*anva to design beautiul images even i we don!t have a background in design.

4verywhere you!re looking on social media, you see these images with words on topo them.

So, as ar as an image perspective, we!re visual creatures online. +e 1ust want toscroll and get to the point, and images are a beautiul way o helping you understandwhat you!re learning and what you!re looking at so very important to use them.

Andrew McCauley: #es, very good.

Heather Porter: ery important how you name them as well and / always say this

to everybody. A lot o people will get the stock image 5 like, they go to iStockphoto orShutterstock and they!ll download the image. 7ow, those websites name the image

istock.???blahblahblah 5 the number o the image, like the scan number 5 somepeople actually literally take that image and keep it named like that and then put it

into their blog post still named like that.

Andrew McCauley: That!s cra9y.

Heather Porter: 'osh, /!ve seen it so much. %r image? 5 you know, how yourcamera will name an image as well.

The best thing you can do 5 going back to the whole headline and the title o your

blog where you have that keyword phrase 5 is to use the keyword phrase as yourimage name. So, search engines can!t 5 well, they kind o can see what an image is,

but they really tell yet what an image is about. So, you want to name your image soyou!re telling the search engines that this is what my image is, thereore, my article isalso about this. So, a really good tip. And then, when you!re doing that, make surethat you!ve not only named the title o that but you!ve named the alternate te"t thatimage keyword phrase as well 5 the alternate te"t says to the search engines, 2This iswhat it!s all about.3

Andrew McCauley: #ou can do a unny thing, you go to 'oogle /mages and you

type in /)'M 5 pick a number 5 and you!ll get thousands and thousands o photosrom websites rom people that have 1ust written, that!s the name o their image.

Heather Porter: 4"actly.





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Andrew McCauley: So, pick a number and you can 1ust see a complete randomnesso photos, all sorts o stu.

Heather Porter: /!ve heard so many people, they come to me, like, whether /!mdoing webinars or speaking or whatever and they say, 2%h, yeah( / remember you

taught me that tip and then / got la9y and then stopped doing it.3

8ook, it!s such an important thing, it really is. /t!s worth your while 1ust naming yourimage 1ust what your article is about so 1ust remember to do that going orward.

Andrew McCauley: #eah, yeah. %kay. *ool, coo, cool. / love it. /!m laughing at'oogle right now.

Heather Porter: The ??.

Andrew McCauley: #eah, really. %kay.

So then, what about calls to action in your blog posts& /s it important or them to dosomething in your blog post or do you 1ust want them to read& +hat!s the thoughtsthese days about that&

Heather Porter: #eah, absolutely have them take that ne"t step with you.

So, i they!ve read your blog post, especially i they get to the bottom o your blogpost, chances are they ound a good amount o value in it. So, you can, in your

website, actually program into the code to have an opt:in bo" that displays at thebottom o every single one o your blog posts. #ou know, you can say something like,

2Do you like what you see& Do you want more o this&3 #ou know, 27ever miss anarticle that / publish, enter your email here.3 So, you can have an opt:in bo" thatgoes into your main unnel or your main email list at the bottom o every single blogpost which / highly recommend.

$ut, also, have call to actions in 1ust the links inside o your blog post itsel. So, thisis kind o known as interlinking where you!re linking to other articles or otherresources on your website. So, you might say 5 and / do this as well 5 in my

tutorials, / would say, 2/ you still don!t know how to do this then watch this tutorialbeore you start this one,3 so /!m actually taking them to another blog page. So, your

call to actions are also about where to access other resources on your site. Alwayshyperlink those keywords as well so, say, 2/ you don!t know too much aboutBacebook marketing yet, go ahead and watch my video on how to market usingBacebook,3 and /!ll actually link the words 2how to market using Bacebook3 to myother blog post rather than 1ust saying 2click here,3 and linking those words. So,that!s another way o using a call to action.

And the third way that / like is a speciic opt:in or banner or something on that

particular blog post that helps them go to the ne"t level with you 5 that!s speciic towhat they!re learning. So, i you!re writing a blog post, again, on, say, Bacebook

marketing, you might then say, 2Hey(3 5 somewhere in the blog post or as a banner 5





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2+e have an ama9ing Bacebook training tutorial series( *lick here to learn more,3 andthen that would take them on to a sales page.

Andrew McCauley: Cight. That!s good, that!s good.

7ow, / know this has lown past this podcast. +e!re already up around near our time

coming up here. $ut, 1ust beore we do wrap up, what about blog series& /!ve heardpeople talk about blog series and we!ve done podcast series where we!ve talked aboutmetrics 5 and i you want to look at some o our podcast series, you can go to ourwebsite, autopilotyourbusiness.comNpodcast, and you will see some o our 8earn to8ove #our Stats and also our Automate #our $usiness 0odcast 5 but what about thatsort o stu as ar as blog series go& +hat!s the thoughts behind those and are theystill working&

Heather Porter: %h, absolutely, because we were 1ust talking about thatinterlinking thing 5 bringing people through your site to other pages. The easiest way

to do that is a blog series.

So, how would a blog series work& /t!s essentially dierent blog posts teaching yousomething. So, it!s a great way o using tutorials where you might have a 0art %ne,0art Two, 0art Three, et cetera.

The way / have done it and /!ve seen it done that works really well is you create all oyour blog posts to start with. So, you know, you actually write those out and you get

the UC8s or each one and then the last post that you do is almost like an inde" pagewhere you have all the UC8s linked.

So, how you would work that is, say you have 0art %ne, at the bottom o 0art %ne,

you could put a little UC8 that says, 2To ind out all the other blog posts in this series,go ahead and click here,3 and that would take them to that inde" post that / spokeabout. $ut then, you might also say in that part one, 2To continue reading the ne"tlesson, click here to go to 0art Two,3 or e"ample.

So, you!re interlinking all over the place, back to the inde" page or like the catalogue,/ suppose, o the UC8s in that series. $ut you!re also linking back and orth betweenyour articles, much like what you were saying beore where you!re kind o leading

people through a 1ourney.

So, they might have come in on your website, say, on 0art Three because theygoogled the keywords and they ound 0art Three. So, in 0art Three, you!re going todeinitely say, 2Don!t orget; remember, back in 0art Two, / taught this, this, andthis,3 and you!re going to hyperlink back to 0art Two. So, again, you!re making iteasy or people to be on a 1ourney and learn dierent pieces as a part o that tutorialseries.

Andrew McCauley: #es, yes, awesome. +ell, that!s really good. *ool tips(

Heather Porter: *ool tips(





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Andrew McCauley: 7ow, / 1ust got your website UC8. /s there anything else youwant to add beore we wrap up this call&

Heather Porter: / think the last thing is 1ust navigation when you!re doing blogging.

)ake sure that it!s very, very easy or the person when they come in your blog toknow where to go ne"t. And what do / mean by that& $asically, most o your traic 5

i you!re doing blogging 5 on:going is actually going to come in rom search enginesor social media to a blog post and not to the home page or your website.

So, you want to make sure that your opt:in bo"es 5 like / was saying 5 are on yourblog page; that you have a clean navigation up at the top or people to ind out moreabout you. #ou have to think o it in terms o, i they!ve never seen me beore andthey hit my website rom this blog post, are they going to have everything they needto see or know on that particular page to then take a ne"t step with me&

Andrew McCauley: ery good. 'ood points, good points. H, / love it. / think there!s

a bunch o knowledge, a bunch o inormation or people, too. / you!re thinking abouteither updating your blog posts or continuing with your blog posts then this hascertainly been some good inormation or people. / think they should take it.

/ you need to see the show notes, how can they get the show notes&

Heather Porter: 4asy, easy 5 autopilotyourbusiness.comNpodcast and 1ust come onover to what!s this episode again, Andrew&

Andrew McCauley: -, -.

Heather Porter: =ust testing. -, click on - and you!ll get all the dierent links

and show notes that we!ve discussed with you here on this episode.

Andrew McCauley: Awesome. / you!re listening to us on iTunes, we!d love you toleave a review. +e want to give you a shout:out. So, i you!re listening to us, 1ustleave a 6uick little review. Tell us what you liked about the show. / you!re listening tous on Stitcher or Spreaker or 0od%matic, leave a review there, too. +e love to seereviews. /t also helps us, too. /t helps us get the message out to more people. So, iyou could do that, we would be eternally grateul. +e!ll shower you with our love.

Heather Porter: That we would.

Andrew McCauley: All right. All right, H. 'ood 1ob. /!ll talk to you ne"t time. Thankyou very much(

Heather Porter: Thank you( And, as always, you guys, thanks or your support andlistening to us wherever you may be in the world.

Andrew McCauley: #es, take care. /!ll talk to you soon.

MC: )ake sure to grab our ree business automation guide now and get access to

other special bonuses. Head on over to aybpodcast.com.





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All passengers and cabin crew should now be seated with their seatbelt securelyastened. 8adies and gentlemen, this is the irst oicer speaking. %n behal o yourcaptains, Andrew )c*auley and Heather 0orter, we would like to thank you or takingthe 1ourney with us to Autopilot #our $usiness. #ou are now closer to putting your

own business on autopilot using the /nternet.

% course, i you would like to rack up some re6uent lyer points, visit our website

www.Autopilot#our$usiness.com or check us out on Bacebook atBacebook.comNAutopilot#our$usiness. These re6uent lyer points are totally useless

but the inormation is gold.

Until we ly again, happy travels(



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What is working in blogging

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