An essential concept to be aware of when it comes to posting content on your blog is that you have the choice of posting public content visible to all visitors or private content. Technical tools will allow you to manage the visibility of your articles according to your preferences. Thus, it is possible to hide certain content on your blog to reserve it for a limited audience.

WHEN SHOULD I USE PRIVATE CONTENT?

CUSTOMER-ONLY CONTENT    

If you need to reserve certain content for a community of customers, it is recommended that you create a private site for them instead of a BCPV blog. 

Indeed, introducing content reserved only for customers on your blog is not a very welcoming strategy. From the customer point of view, it is more rewarding to devote a private site to them instead of giving them access to a few protected articles.

I recommend two technical tools for creating sites with content reserved for customers:

  • WishList Member : it’s an interesting tool that has served me a lot personally
  • Digital Access Pass : it is a promoter tool, similar to WishList but with a lot of additional features.   

THE CONTENT AVAILABLE AFTER AN ACTION  

Sometimes you will need your content to be shown to internet users after an action has been taken. The easiest way to post this kind of content is to create a page instead of adding an article to your blog. This page will not be included in the blog timeline. 

WordPress themes give you the opportunity to choose which pages you don’t want displayed on your blog. There are also extensions to apply this technique.

However, it is better to go for simple solutions instead of creating absolutely locked down content. Visitors can insert false information if you require the insertion of the email address for example to display private content. Keep in mind that visitors to your blog who are interested in your content are potential customers.

SYNDICATION BONUSES

The syndication bonus is typically the content that will be unlocked once the prospect has permission. This content will be available to all visitors following your permission and the recovery of their email addresses. 

You can create a syndication bonus from free content that has already been posted to your blog. 

I have already created entire DVDs based on articles posted for free on some of my blogs. As long as the format of the product and its pedagogy are different from those of the content, it is possible to opt for this strategy. 

On the other hand, it is useless to name the content that you have reproduced by the best of the blog for example, otherwise you limit the circle of visitors who may be interested in your syndication bonus. Consider highlighting the usefulness of your offer to solve a problem or achieve a goal.

If you have flagship content on your site consisting of eight articles, for example, you can bundle the concepts of those articles into a PDF file that you offer in exchange for email addresses. 

In each article, insert a call to action that encourages Internet users to insert their email addresses to receive more developed and detailed content!

Regarding the syndication bonus in the form of a video, you use the concept of an Orchestrated Launch. Indeed, the Orchestrated Launch is the application of a BCPV strategy.

THE DIFFERENCE BETWEEN THE BLOG AND THE NEWSLETTER

There are four key elements to a marketing strategy, so you can create four resources for your business.

  1. Traffic: the number of prospects who visit your point of sale, in this case your blog;
  2. Audience: the number of prospects who have subscribed to your blog and who have provided their contact details so that you can contact them;
  3. Customer base: prospects who buy your product / service. The role of the blog is to convert prospects into customers;
  4. Loyalty: it is to retain your customers so that they buy more of your products and bring back new prospects to you.

The blog will be used primarily in traffic creation and audience generation. 

The goal of a blog is that it is a way for prospects to find your blog via different means: partners, natural referencing …

Once visitors arrive on your blog, they are invited to enter their email addresses.  

The next steps are to convert prospects into customers and keep them coming back. This is ensured by the newsletter.

In order to retain your audience, it is essential to contact them by email. But be aware that when you publish a new article on your blog, apart from the small audience made up of your relatives, prospects do not regularly return to your blog. On the other hand, if you warn them by email, you encourage them to access your blog. The main role of the newsletter is to contact prospects by email and retain them.

THE COMMON PRINCIPLE

In both cases, blog and newsletter, there is an extremely important common principle, and that is that the title is essential . The title is the advertisement of the article. If you choose a headline that visitors aren’t interested in, they’ll give up reading your article even if it’s interesting. On the other hand, if for an average article you choose an attractive title, visitors to your blog will give importance to the article. 

For this reason, it is essential to spend time choosing a catchy title for your articles. Two essential ingredients to consider when assigning a title to your articles:

  • Curiosity: make visitors want to read the article;   
  • Advantage for the reader: highlighting the added value of your article.

These two ingredients will allow you to create a title to encourage your readers to take action: click if it is an email or finish reading an article.


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