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We share our thoughts and ideas on how to grow a business.
I'm going to show what we see on
the SERP now without us knowing
whether we're going to rank or not.
And I'm going to argue that the
way we've written the blog post
has a very good chance of ranking.
And I'm going to show how most
people would not write this.
Just saying that, just knowing to say that
means like you're speaking their language.
I just think when you're writing
this, if you're the reader reading
through all this stuff, it just
speaks that you know the customer
so well just by writing this detail.
And I think that's what stands out.
Welcome to the Grow and
Convert Marketing Show.
Today we're going to talk about
one of my favorite topics of
all time, writing blog posts.
Arguably one of your favorite things
of all time, which is Yeah, it's
to watch you rip on blog posts.
That's listening to me talk
about writing blog posts.
We both got our hoodies
on, that was not planned.
So our hoodie game is on.
So here's what we're going to do.
I am going to, um, talk
about three examples.
Of posts, real posts for clients.
One of them is brand new.
It's for a new client Toro TMS that
makes trucking management software,
software that trucking companies
use to manage their business.
And the keyword is QuickBooks trucking
software that we're going after for them.
We have not ranked for it cause
we literally just published
or we're about to publish.
It's like brand new and I thought
it'd be a fun, I think we just
published it, but the blog went
live on their site last week.
So We're starting from scratch
with this, with this client.
So what am I saying?
I literally have the tab open.
Yes.
We've actually published it on their site,
but, um, but, uh, and so it's going to
be a fun thing where I'm going to show
what we see on the SERP now without us
knowing whether we're going to rank or
not, and I'm going to argue that the way
we've written the blog post has a very
good chance of ranking, and I'm going to
show how most people would not write this.
Most content agencies
would not write this.
We can maybe do a follow up episode
much later or a segment in an episode
where we say, Hey, by the way, um, we
are ranking at X position or whatever.
That could be kind of fun.
And then I'm going to use two other
client pieces that are written
similarly to show that, and are ranking
to show why we write in this way.
for these category keywords.
And one of them is going to be for
Fusion Academy, which is this, um,
high end private school, uh, network
in the U. S. And the keyword is best
schools for sensory processing disorder.
And the other is for Service
Titan, a software that plumbing,
HVAC and electrical people
use to run their business.
And that keyword is inventory
management for electrical contractors.
So there's a variety of, um, keywords.
But there is our themes and how
we write these posts and they are
all, we are targeting all of them
with long form written content.
So buckle up if you are listening on
the podcast version, I will try my best.
You should be able to follow along.
We'll be reading out specific
lines and comparing it.
This is going to be a deep
dive into writing and it's fun.
And then, and if you're watching,
we'll also share our screen and show
specific examples of how to write this.
Are you ready, Benji?
I'm ready.
Okay.
So I am going to start off one step
before writing, and I'm going to share
the SERP for QuickBooks Trucking Software.
This is our original case study, and I
think it's an important place to start.
Because to understand how you want to
write a piece, it has to start from
analyzing what's already ranking.
We call this SERP analysis, and
I think, but there's nuance here.
So, QuickBooks Trucking Software.
We are, like I said, we
have yet to rank for it.
The first step is just common sense.
This is what we call a category
keyword, bottom of funnel.
Right, you just like, common
sense, what are they looking for?
So, so there's some, some nuance here
that we had some discussion on our side
that makes this kind of a fun example.
It's not as obvious as
like accounting software.
What are they looking for?
Obviously accounting.
Here it's like, what does this even mean?
QuickBooks trucking software.
It has volume.
Does QuickBooks make trucking software?
Not really.
It makes QuickBooks, which is just
general purpose accounting software.
Is there a trucking add on to it?
Or are they talking about Trucking
software that integrates with QuickBooks.
This kind of like question comes up
when you get past like your first, most
obvious thing, it there's kind of this
nuance of understanding the keyword.
It comes up, keep this in mind because
this level of kind of carefulness in
understanding the keyword is going to be
what takes your writing from the examples.
I'm going to show that.
Just kind of miss and, and it was
just kind of awkward for people to
writing that hits and, and is spot
on and maximizes your chances of
impressing the reader and converting.
Okay.
Now there is an AI overview.
I'm sure that I'm showing on
the screen and, and the overview
already has some interesting stuff.
Like it says, QuickBooks can be
used for trucking, but it doesn't
have specific features for trucking.
Now, the next, the first
two results I'll look into.
The first is a QuickBooks landing page,
which I've opened up in a tab here.
Very classic landing page.
That is the number one organic
result for, for what I'm seeing.
And that's, it, there's a headline.
It says payroll software
for trucking businesses.
And then you scroll through and it
like has a list of features with these
little diagrams or images next to them.
Managed labor costs, customized
payroll reports, payroll
for truck drivers made easy.
So it's like a customized
landing page of being like.
You can use QuickBooks for it.
The second result is from a company.
Before we move on, I actually
want to touch on that.
A lot of people would look at this SERP
and think just because it's branded
that it's not even worth going after.
So for example, the keyword is
QuickBooks trucking software, and
the number one result is QuickBooks.
And so a lot of people might
think to themselves, why would
I even ever go after this?
Because I'm never going
to get above QuickBooks.
And so this, this is like a
keyword we should just discard.
Yeah.
Well, we have, we have a couple examples
of us actually outranking the branded
company for this specific keyword,
because you're creating content that
is really specific to this use case.
And so if QuickBooks doesn't really
offer like trucking payroll, if it's just
one of their segments and you write in
the post, some of the downsides of just
using like out of the box QuickBooks.
And, and you write how you can
do something better, there are
chances where you can outrank it.
Or, at worst, Come up right where
truck base is right below them.
I was going to say that latter part,
you don't even need to outrank it for
sure, because people might already have
QuickBooks and they might be looking
for the add on or they might have
QuickBooks and just know of the downsides.
And so they're looking for other options.
And so, yeah, just ranking in the SERP
is helpful, but I do want to say that
we have examples of us outranking.
Yeah.
QuickBooks in this case.
Yeah, that's right.
I mean, if your truck base, which
is the second spot, that is an
amazing spot to be like, you're,
you're going to get conversions.
We see conversions from rank.
It's not like the number one spot is
the only spot that gets conversions.
And if they're typing QuickBooks trucking
software, that's actually a great point.
It's almost like they're begging
for a non QuickBooks solution.
If you were just using QuickBooks and okay
with it, why would you ever type that in?
So it's like, you're looking for some
software that's related to QuickBooks.
I think in this case, you're looking for
something that integrates with QuickBooks.
Like that would be the intent
that I would think because you
likely already have QuickBooks.
You already know that
there's no trucking add ons.
It even says that in the AI overview.
And so you're looking for software that
then integrates with QuickBooks to make
your accounting easier for your company.
Okay.
So then if we look at the number
two, one, this, this thing from truck
base, it is also a landing page.
So it has a much better, like kind of.
Um, what like involved specific headline,
uh, the H one of the landing page.
QuickBooks for trucking
has never been easier.
Let's cut your accounting work.
Even that H two is pretty good.
Like that first sentence.
Yeah.
Most trucking companies are
copying data over from their
operation tools into QuickBooks.
Like this is like getting at it.
Your TMS or your spreadsheets don't
have your financial source of truth,
but QuickBooks doesn't tie revenue
and cost of trucks or orders.
Basically.
If you're like, what are
you guys talking about?
The point is it's doing kind of step one
of what we're, what I'm going to share
is kind of what I'm going to argue and
say in this video is a good default.
To, to write these kinds of category
posts, which is lead with pain
points and let the pain points
set up the pitch of your product.
That's kind of me cutting to the chase of
what my end end example is going to be.
And it, and it does that in
a landing page and it's good.
It like sort of lays out
some of these pain points.
So right here, it says like copying
data over that most trucking
companies have to copy data over
and their, their TMS or truck, their
trucking, like operational software.
Isn't the source of truth.
QuickBooks is, but there's
like an integration issue.
So, so that's kind of good.
And then you kind of like scroll through
and there's like logos and shields
and all this stuff, but it kind of
doubles down with the, with the copy
on the page with another H two down the
page, it says entering the same data
manually is a massive waste of time.
It doubles your risk of making
errors and this and that.
So like, this is good, but
if you were to see these.
You would start to think, Oh, do
we need to create a landing page?
So let me show what we have published.
And again, I'm doing this not as a,
you know, agency shows an example
where they're ranking already.
That's convenient.
I will do that later.
Don't worry.
But this is an example where
we're like, I'm just going to say,
like, you guys can track us later.
Track whether Toro TMS is ranking
later because we just published this.
So let's see.
And our, um, so let's
just analyze the depths.
I'm not going to waste time,
read every word on the podcast.
This would be annoying, but let's just,
let me just show you how we introduce it.
So our title of, so first
of all, ours is a blog post.
So already we're doing something
that I think a lot of companies
and marketers would shy away
from for a category keyword.
They would say, are you kidding me?
QuickBooks has a landing page.
Then TruckBase has a landing page.
The third one is more involved and
I didn't want to waste time with it.
Um, but, but it's a blog post that
I actually think it's pretty good.
And then there's some
more QuickBooks pages.
So you might get scared away, as
Benji said, because it's branded, or
you might be like, we need a landing
page, or we need our QuickBooks page.
We did not do that.
Title, QuickBooks Trucking
Software, How to Save 70 percent
of Time on Back Office Tasks.
Nothing particularly out of
the ordinary there, right?
We have, we have the H1, but now
let's look at the introduction.
Where I'm going to argue the introduction
is where you set up your pain point to,
and you need to be specific and detailed.
And I'll show some blog posts
that we can link to in the show
notes to for further reading.
Okay.
It starts off.
If you're looking for a QuickBooks
trucking software, you likely want
to, and then there's three bullets.
Spend less time on invoicing, payroll and
tax, reduce manual data entry, gain better
insights into profitability expenses.
For those reading, I'm skipping
some words for like, uh, clarity.
Even that second bullet point, I think
is important to touch on, because it's
not just reduced manual data entry.
So even that last landing page
had mentioned that, but it says
between dispatch and accounting.
And I think that's really important.
If you're in the trucking space, it
immediately says, I'm speaking to you
because you understand how their business
is set up between dispatch and accounting.
And that's where the challenges usually
come from an accounting standpoint.
Yeah, that's actually a good point.
I was trying not to read every
word, but what I skipped is
actually really important.
The full bullet is reduced manual data
entry between dispatch and accounting.
I just said reduced manual
data entry and you're right.
But between dispatch and accounting,
there's like direct and subtle
things that just that does.
Direct is.
If they literally have a pain point
of like, dispatches, dispatching
the trucks, and then, and, and,
and like communicating, and they're
the back office communication hub,
and accounting is doing this thing,
and like, stuff is getting lost.
Like that's a pain point.
We've said it.
But the second thing that Benji is
getting at, I think is, is just saying
that just knowing to say that means
like you're speaking their language.
And that's this, like what, what I'm going
to show in the show notes later, it's
this detail principle that I've argued
in a post from years ago now of just
like the good blog posts, like average
blog posts, just kind of say a benefit.
It reduces manual data entry time,
as you said, as you said, and then
the best ones get really detailed
between dispatch and accounting.
And in that post, we talk
about ways to get detailed.
Let's keep going.
Then the next paragraph starts
to go into the specifics of
where QuickBooks fall short.
In fact, the next several
paragraphs do, and I'll just
give you a couple highlights.
QuickBooks offers useful features
for trucking companies, such
as this, that, and the other.
However, it lacks industry specific
functions to streamline operations.
We're not specific yet.
That's fine, but there's more.
And from our experience working with
hundreds of trucking companies, accounting
software won't solve these challenges.
You still need to manually enter
mileage, fuel, driver pay, mile by mile,
ton or load invoice details, such as
reference numbers and scan documents.
And if any details change mid delivery,
updating everything becomes even more time
consuming, especially for bulk haulers,
managing multiple loads per truck daily.
Actually, Benji, this paragraph has
like a ton of what you're saying.
Yeah.
I was going to say in that landing
page that you showed, and so everyone
who's watching this, this is my first
time seeing this example and the
other example that Davis is sharing.
And just what I notice is
I thought this was good.
Originally looking at this because it
doesn't, yeah, because it has the truck
based one does have a lot of details.
It is pretty good.
It is good, but I think this is now
taking it to another level where you're
saying that level of detail in terms
of talking about the specific things
that you would need to enter into your
accounting system that are not there.
Tells the reader that, you know, their
business in depth and then same thing.
And then now you're calling
out specific types of trucks.
So bulk haulers and things like that.
And so again, I just think when you're
writing this, if you're the reader
reading through all this stuff, it just
speaks that, you know, the customer
so well, just by writing this detail.
And, and I think that's what stands out.
There's a lot of people that
say, Oh, the writing on grow
and convert is really good.
It seems like you guys really understand.
And I think it's because
we go into those examples.
And we say like, here's an analytics
screenshot from the analytics
tool that you're probably using.
And here's what you're, here are
the reports that you're looking at.
And so I think it's the same
thing done for the client where
these little details make a huge
difference when someone's reading it.
Saying that, ah, you truly
understand me and the challenges
that I'm facing in my business.
It's one thing to say accounting
software won't solve these challenges.
It's another thing to say, and
here's all the reasons why I
want to say two more things.
This is a great point.
Number one about this.
Number one, it's not an accident.
Like it's actually more than that.
Yes.
It's not an accident that we, that, that
we are able to mention these details.
Like you'll accounting software
won't solve these challenges.
You'll still need to
manually enter mileage.
Fuel usage, driver pay, parentheses
by mile, ton or load, and
then invoice details such as
reference and scanned documents.
You don't just randomly run into this.
So first of all, for all of you that
are, we know that a decent number of our
audience and all do similar things as us.
You're a consultant, you, you're a
content freelance writer or what have you.
And if you're listening, like.
You, you cannot, I'm sure someone's
going to like try to prove me wrong
and that's fine, but my argument is
going to be, I think it's going to be
basically impossible to even know this
level of detail to write this if you had.
Browsed the Toro TMS website.
Like you can't Google research your
way into knowing to write this.
If you're a writer, just looking
at the SERP, there's no way you're
going to have this level of detail.
There's no way you're going
to know who the customer is.
There's.
Like if you were using AI to try
to come up with these arguments,
again, there's no way that you're
going to know these specifics.
It's not going to get into that much
detail because most people aren't right.
It now, I will challenge one thing
you said and be more specific.
I agree with you.
You, you, you, Benji said, there's no way
you're going to know who the customer is.
You could argue for many software.
That's not true that like just by seeing
their website and all you can kind of
obviously conclude who their customer is.
In fact, Toro, if we click over the
homepage, someone could push back on
you, Benji and say, like, literally the
homepage says the TMS for bulk haulers.
We know it's for trucking companies.
Like that's obvious.
True.
What I'm saying, that's fine is even
if you know, obviously this is TMS
stands for trucking management software.
And that is for trucking
companies, obviously.
Y you're not gonna know enough detail
to know that, like When you're talking
about, when you're trying to sell them
on your software in relation to people
who are using QuickBooks and want some
integration with QuickBooks, i. e. this
keyword that a key pain point is you
need to manually enter what mileage,
fuel usage, driver pay, and that
driver pay can be by mile, ton or load.
It's insanely specific and that you
want to enter invoice details such as
reference numbers and scan documents.
I remember the reason I'm using this
example is one, because, uh, Charlie
and Caitlin on our team did an amazing
job writing this and the client loved
that first, uh, this first article.
And I thought it'd be good to
sort of highlight that for them.
And two, I just remember
the kickoff calls.
Cause they happened recently.
Cause we just started, right.
And I remember like.
This came up in the calls where
we were like, how does this work?
And they were like in depth describing
their process of like how trucks trucking
works, like for this bulk hauling type
of trucking and how they're hauling
this load and they get to the site and
then there's like these tickets that
like the person at the site literally
gives them and that ticket says how much
tons of load like of like wood chips or
whatever they like delivered and that
that ticket needs to ultimately somehow
be entered into the accounting software.
That is an insane level of detail.
You're not going to Google research
your way into doing that unless you
spend an inordinate amount of time.
So the second thing I want to
say about this is these pain
points are setting up the pitch.
So the typical way marketers
write about this is the quick
books, landing page style.
Even if you write a blog post, it's
just, we we're not even going to talk
about pain points or we talk about them.
Second, we lead with our features.
You lead with us.
Like, let's just read the headlines
of the QuickBooks landing page.
Payroll software for trucking businesses.
All the features you need
to manage trucking software.
And on the left, there's
like this table of contents.
Manage labor costs.
Tackle payroll taxes.
So like, you can see there's, you
can argue back with me right now.
Like Davis, like.
Managed labor costs has this
tone of like pain points.
And they do talk about it in here.
Like when you run a trucking company,
you have to stay on top of this and
that driver and vehicle expenses
and keep tabs on labor costs.
But it's like, it's all just
like leading specificity though.
It's lacking specificity.
And it's all just like, it's
almost, it's not enough details,
like customized payroll reports.
Like you're already talking about
customizing reporting, like.
You see, you see how they've already
jumped to like some QuickBooks
feature, customized payroll reports.
Are you telling me how I'm going to get
these scanned tickets into my software?
Like, no, you know, look at
this other headline, payroll for
truck drivers made easy, that
just kind of says nothing right.
Like, like any software could say this
and that's kind of how people lead.
So this is so ours sets it up and watch
now how we transition from the pain
points and you keep this close tie
from the pain points to the software.
And that's like the big thing I
want people to come away with.
This is like.
If you're wondering, how do I write
these category pieces and how do I
sell my soft, my product or service
in them without feeling too salesy?
Everyone's like, Ooh, like it's like
uncouth to just like come in and sell it.
We didn't start off
talking about ourselves.
We started talking about in
detail about their pain points,
but then it goes hand in hand.
And what we're doing is.
We are setting up these things.
We just read to you.
You still need to manually enter
mileage, fuel usage, driver pay.
The other part of it.
That's not an accident is we know that
we are about to then tell you that
our software makes that really easy.
So we're strategically discussing the
pain points that we know matter to the
customer and that are our, when I say our,
I mean, our clients product or service.
Is really good at solving.
So from this thing about manual data
entry, our piece then has this short
paragraph that just says the only way to
reduce this data entry is to eliminate
paper tickets and do things digitally.
And for that to work, the software
has to be easy for dispatches
and drivers to both work.
And that's where Toro TMS comes in.
And then there's bullet points.
Dispatch teams can enter load information.
Just once everyone downstream,
including drivers in your back office
has immediate access to that data.
And then next drivers can take
pictures of these tickets basically
and upload them to the shared platform.
They don't have to download an app
to do that back office teams can
process driver pay invoices and
taxes without reentering anything.
So it's in one system accounting
can send all that information to
QuickBooks with a single click.
And so that's all in the
introduction of the blog post.
Then the rest of the blog post, if
you do that properly, allows you
to deep dive into each feature.
And there, I'm not going to read the
body, but like the H twos or like number
one, enter low data once at dispatch
and reduce your admin time downstream.
There's screenshots, there's
discussion, there's bullet points.
Number two, let drivers receive
dispatch information and upload their
documents on their phones, and then
eventually describes without downloading
any app or creating an account,
like one click, they take a photo.
So it like deep dives, but that
arc, the story arc of the piece.
Of how you do this is you lead with
ultra specific pain points, and then you,
you set that up and you pick the pain
points that you know your company can
solve well, and you, and you mentioned
that, and then you can spend a good
chunk of the piece deep diving into it.
So now that you see this, forget if you're
still doubting whether we can rank or not.
I'll convince you in a second
with two other examples.
But like, if you see this
versus the landing page, you
can see how our conversion rates
can actually be really good.
And that's something we've talked about
for years is like people assume that
landing page equals high conversion rate
and blog post equals low conversion rate.
And the only reason they are assuming this
is because what they have done is used
blog posts for non converting content.
They've used blog posts for how to
content, but if you use blog posts
for this bottom of funnel content,
you can write them in this way.
And if you write them in this way,
they will convert really well.
People often think that landing
pages have a higher conversion rate.
We have a blog post on our site that
dispels that myth that you can get.
Let's say upwards of 10 to 14 percent.
We've seen blog, we've
seen blog posts convert at.
And so, again, most people use
the 3 percent benchmark for
landing page to conversion.
And again, a lot of that,
those numbers come from paid.
So, I don't know many people that
have really measured conversion
rates on landing pages versus
blog posts from organic only.
Um, but yeah, I mean, a 10
percent conversion rate from a
blog post to a signup is massive
and, and not an email signup.
Yeah, for product signup.
Yeah, I think what's happening is
that that culture of like landing
pages, like our high converting page
for our paid ads, it just continues.
And they just assume, Hey, if this
is a keyword where we need to convert
people to a demo or to a free trial,
like a product conversion, not just
like download this piece of content.
Um, they just assume that that's
what the landing page is for because
they're just not used to this.
They're not, they're not used to
even going after conversion related
keywords, like product, you know,
commercial intent, bottom of what
we call bottom of funnel keywords.
With blog posts.
And even if they did, they don't,
they don't even think to write in
this way where you're just like
deep diving into the pain points
and how your product solves it.
And like.
Kind of putting almost a demo
call on the page as a blog post.
And I was showing on my screen, we
have this other thing we'll put in
the show notes, this other piece where
we analyze 95 articles and we show
the average conversion rates of them.
And these category keywords,
which are all written in this long
form way, like I'm talking about
converting at 5 percent or 2.
5 percent plus, which for, you
know, long form written blog
posts is just, it's really good.
Um, and it's converting.
Well, one other thing
that we didn't touch on.
So beyond just the conversion
rate reason why it's.
To do a blog post.
Why else do a blog post over a
landing page here for the, for the
specific SERP, because we often
get asked that a lot for clients.
So they'll see the SERP and say, shouldn't
we just create a landing page for this?
Yeah, it's a lot easier to
rank, um, with a blog post.
I say this and I think that's
what you were getting at and
I'll defend it in a second.
That said, I don't think we have done
an analysis cause it's really hard to
AB test whether a landing page would
rank higher than a blog post, but like.
We have a ton of examples, and I'm about
to show two where we're ranking number
one with these kind of blog posts.
And we have some clients that have
taken blog posts that have historically
ranked, taken all that information and
then reformatted it into a landing page.
So, I don't think you have
to go one way or another.
Both can work.
I just, I think we tend to lean more
on blog posts because it gives us
more room in the writing to describe.
The problem and solution.
And again, I don't think you'd
be able to have this much
information on a landing page.
Yeah.
And it gives you more room to, um, You
know, do the on page SEO you need to rank.
So we use ClearScope or whatever on page
SEO like you have to, to insert stuff.
And, and then that you remind me
of one other thing that I, I hadn't
planned on saying, but you, but
you were sort of jogging my memory.
This level of room that the blog post
gives you also allows you to, um, do
kind of nuanced conversion filtering.
What I mean is we always
have clients that.
We consistently have clients that say
things like Well, you know, there's a
lot of people looking for this type of
software that could Google this term,
but we want only this very specific type.
Like a common thing is we only want
companies at 500 employees or higher.
It's very common to be like, we only want
the enterprise size or we only need people
in this particular bucket or whatever.
Um, you can, you can write a landing
page in a way that would kind of let
people self select, but a blog post
just gives you so much room to cover.
The nuance when you're in that
kind of situation, like, for
example, for Toro, they don't
make trucking software for anyone.
They make it specifically
for bulk haulers.
They want bulk haulers.
And that's why we went
to their, um, homepage.
It literally says the
TMS for bulk haulers.
Like they're very specific on that.
I'm not going to get into the
difference of what that is.
Cause it took a while for even me or us
to understand, but the point is like,
there's ways inside here where we can do
something where like we say, Hey, This
keyword is not bulk hauler specific.
So if we wrote a landing page or something
with not a lot of copy that was just
bulk haulers, bulk haulers, bulk haulers,
there's a chance we just wouldn't rank
that high because Google's algorithm is
going to be like, what the heck is this?
Like, I want to rank something
that's just general purpose
QuickBooks trucking software.
That's the keyword, not for bulk haulers.
But a blog post allows
you to kind of do both.
Where we'll have to do that is, so
if we go after trucking management
software, which is the core
category keyword for that space.
In that case, it doesn't
really distinguish between
just fleets or different types
of trucks and bulk hauling.
So in the piece, again, I think to your
point, that's where we're going to have
to distinguish that this software is
specifically meant for bulk haulers.
And it's not going to be
good for other types of.
And if you don't have that much room
to work with, you're doing a landing
page and you make it only bulk hauler
specific, cause that's what you do.
You risk the Google algorithm feeling
like you don't satisfy intent and
they're not going to rank you that high.
Then what's the point?
If you're not ranked that high.
So that's, that's the arc when in,
when that, that's like the formula,
when in doubt lead with your pain
points, it has multiple benefits.
It, it, it, you don't end
up looking to beginnery.
And novice and just kind of like weird.
You, you, um, show like
that you understand them.
They feel like, Oh my God, like you
like resonate with our pain points.
You must know us.
And so therefore they're more likely
to pay attention and, and believe and.
Your solution, anyone who like can
tell you what the exact problem you're
having, you're going to listen to the
solution they have because they get you.
So it has these kinds
of multiple benefits.
Now let's show some other examples.
I want to start with, um, the service
Titan example, inventory management
for electrical contractors here.
We are ranking number one below
us is a competitor build ops.
So just as a quick.
Um, thing, as I mentioned, a refresher
service Titan makes software for
plumbers to run their business.
So you can imagine what
that involves, right?
Like you can, you can make a little
invoice and you have it on an iPad
and you can show the customer when
you show up to their house and
plumbers, electricians and HVAC.
This is for electrical contractors
and inventory management means like
the software can also track what kind
of, um, materials and stuff that they
have and, and kind of manage that.
So let me first open up.
The second ranking piece, our competitor,
by this company called BuildOps.
And let's look at this.
So again, this is for the
keyword, Inventory Management
for Electrical Contractors.
So if we start just reading parts of
their intro, it says, Inventory Management
for Electrical Contractors refers to the
systematic approach that businesses in
the electrical contracting field use to
oversee and control the ordering, storage,
and use of materials that are necessary.
So they define it first.
Already, I was already going to say,
if you're searching for this, who needs
the definition of what the category
is like you are, you already know
you're searching for software that
does this, or you're searching for
a solution that does this, you don't
need to be told that it refers to the
systematic approach that businesses.
Yeah, and it just continues to define
this process includes tracking inventory
levels, ordering supplies, ensuring the
right materials are available when needed,
managing the stock, et cetera, et cetera.
Then it then motivates why it's good.
Effective inventory management is
critical for electrical contractors
to maintain smooth operations, reduce
waste and maximize profitability.
As Benji said, like you're
Googling inventory management
electrical contractors.
I get if you want to push
back and say, Hey guys.
Technically the word
software is not in it.
What if they're Googling just
like general best practices?
Fine, but do you really need this?
Even then you don't need to do that.
No, because you, you don't, because
inventory management for electrical
contractors, you're searching for
a solution, even though the word
software is not in that the intent is
you're searching for a solution that
does this for electrical contractors.
So you are an electrical contractor and.
You don't, you don't need to be
told what this is or why effective
inventory management is important.
It's part of your job.
Yeah.
Yeah.
Nobody is Googling something that
specific and, and needs to be convinced
that inventory management is quote,
and I quote critical for electrical
contractors to maintain smooth operations.
That's so general.
It says nothing reduce waste
and maximize profitability.
It does have a kind of a AI
writing field, doesn't it?
Yeah, no, I was, I was going to say it.
This.
This comes across as written by someone
who does not have expertise in the space.
Either it's a person and they
looked up definitions for this
or it is partially written by AI.
Yeah, and it just like continues
with this background information.
It involves tools and techniques
that help in forecasting demand.
Like, I guess that kind of
gets to it a little bit.
Then there's another sentence.
The goal is to have a
seamless supply chain.
We already talked about
seamless that delivers the right
components at the right time.
This is just, yes, we know
what inventory management is.
It's to manage your inventory
and have enough stuff when you
need it without unnecessary
costs or causing project delays.
Correct.
That's what you mean by seamless.
Like we're just saying the
same thing over and over again.
Um, And wait, no, now we have
to, we have to, it's, it's still,
it's still go, it's still going.
We're on paragraph three.
And by the way, I was, I was looking
at paragraph four already and I was,
I was like, how is this still going?
Yeah.
Very every, and if you're listening,
I have not read to you every word.
There's like more that
I'm like skipping over.
And that, but paragraph three
then starts by employing robust
inventory management systems.
Electrical contractors can keep
track of vast array of items.
We have already defined it form
from simple wiring, nuts and bolts
to sophisticated electrical panels.
Yup.
That's what inventory means.
Uh, and the integration of technology.
Go to the first sentence
of paragraph four.
Inventory management is an integral
component of any successful
electrical contracting business.
Oh, my God.
How many times have we said that?
Yes, we get it's important.
How many times we have it's going to end.
I'm joking.
No, no, the next sentence is also good.
Without it, contractors run
the risk of project delays.
Wasn't there something?
Yes, like five sentences up.
The goal is to have seamless supply chain
that delivers the right components the
right time without incurring incurring non
necessary costs or causing project delays.
Ooh, I'm smelling some
AI writing right now.
Watch to the very end is going
to say inventory management is
important for your business.
I mean, it kind of the end of the, the
end of the intro does like we're in
this upcoming article, we'll explore
various, uh, strategies, blah, blah, blah.
And then it says challenges.
Including improving operational efficiency
and enhancing their bottom line.
Yep.
I mean, I, I'd be willing to bet that
this article does not convert well.
And, and even though it ranks, like we,
we actually just published a piece on
our site about this exact topic that you
can rank for a very high intent keyword,
and you can still have conversion issues.
And a lot of people don't
understand why that is.
And, and this is the reason.
Imagine if you were the right person.
searching for this, getting to this
article and you just read through five
paragraphs that said absolutely nothing or
just repeated itself over and over again.
You already have the idea in
your mind that this business
probably doesn't know you or is
not going to be able to help you.
And so you're probably going to bounce
within those first five, five paragraphs
before you even get into the detail.
And we had a situation like this.
I don't think the writing was, Half
as bad as this, but we had a situation
where the product wasn't positioned the
way that we would do it in our pieces
and by updating just the writing and
adding more specificity and clarity
and helping with the positioning of
the product, we improved the conversion
rates like 66 to 900 percent just by it.
Yeah, doing better writing in the intro
and then, and then the body of the pieces.
Yeah, yeah, that is an actually
a great point because we've
been doing these videos on AI.
I've been, you know, I wrote this
survey post that's coming out soon.
And so I've been kind of thinking about
AI writing and reading these survey
respondents and what they're doing
and, and you could make an argument
like that, those people's voices is
in my head right now being like fine
Davis, like you can make fun of this.
But if I had to just, if ChachiBT
wrote it in five seconds and I can
publish like tons of these for these
keywords, then, then, then who cares?
Like you spent a ton of
time ranking for that.
The answer is you should care
because you can rank for these,
but they're not converting.
When Benji quickly sort of
glancingly says, what did you say?
66 to 900%.
I'm going to slow down there.
900 percent increase in conversion rate.
Is the difference between on and off?
Like it's a difference between
this thing doing nothing for you.
Like it's just not converting.
And even if you used AI, there was a human
being that had to like process it and do
it and think to go after this keyword.
And like, if you literally make software
and we can, we can, I can mouse over
their dropdown where they say platform
and there's lit it's literally like.
This kind of software that, that does this
reporting and, and, and, and inventory
and a service agreements and all this
stuff, like if you literally do this,
what are you doing ranking for this?
If you're not selling your software,
like what, like what's the point?
And we know we've measured, you are not
converting by a massive, massive amount.
And so I was scrolling through, as Benji
said this, they just don't even talk
about buildups and they do what most
people think, which is there's this
big, what looks like an ad when you're
reading a newspaper article online that
you would, your eyes would skip over
this graphic that says, see buildups.
It's like literally, I actually
did, I did skip over it because
it looks like a banner on, I just,
I, I didn't even look at what it
said before you just stopped on it.
So it's like this this like graphic
like and it says literally it looks
like a banner ad Benji's exactly
right See build ops and action
live demo every Thursday at three.
Why would I sign up for this demo?
You don't even, you know,
I'm talking about it.
And so this, this keyword you could
argue is people, a lot of content
marketers approach it this way.
Inventory management for
electrical contractors.
It must not be bottom of funnel.
It must, it doesn't say software in it.
I'm just going to like talk
about inventory management,
best practices in general.
This is ranking number two.
Let's look at what's ranking number one.
Our post for our client and
look at the way we write it.
It is exactly analogous to how we
wrote the Toro TMS post, except this
one's actually ranking number one.
I'm going to start at the beginning
for electrical contractors that
want to invest in a software
system for managing inventory.
There are two main options.
Number one, inventory management software,
and then he explains a little bit.
Number two, electrical contractor software
with built in inventory management.
And that's, and they say
holistic field service software.
That's what service Titan is.
And then we start going into it.
So like, let me just pause there.
This should absolve a myth that if you see
a keyword that seems like it could be a
little bit up funnel that it doesn't say
software in it, inventory management for
electrical contractors, and you even see
ranking high, something like buildups.
Where it's just like a general
purpose discussion about inventory
management, best practices, and just
in time inventory, blah, blah, blah.
But you may think, Google,
that's what Google wants.
It wants a how to.
And if we talk about our software and sell
our software, we're not going to rank.
False.
Like, we are ranking here,
and we're ranking in a million
different places like this.
And, and what we are doing though,
is again, using the introduction
to set up the pain points to allow
us to sell in this case, service
Titan, this client's product.
So it's approached in a different way.
Cam who wrote this comes out immediately
just discussing, uh, like the two
software options, watch how he
transitions into the same thing we
talked about in Toro, very specific pain
points while both software solutions
can help you solve the challenges.
The first option inventory only
comes with distinct disadvantages
when compared to holistic.
For example, inventory only software
generally will not integrate with
the other tools you use to run
your business like work order apps,
estimating apps and invoicing apps.
So it doesn't stop there.
When equipment or materials are added
to a sold estimate or invoice, someone
on staff will need to manually update
your inventory software to reflect that.
The same things we talked
about in Toro apply here.
First of all, how in the world would
you even know to write this if you
were doing Google research paper?
If you were just Googling around.
You can't Google the ServiceTitan
website minus the fact that us and a
bunch of people in ServiceTitan have
written a bunch of amazing blog posts.
You can't Google around their
main site if this was a brand new
client to you and figure this out.
Like, to this level of detail.
That there's two types of
software for managing inventories.
If you're an electrical contractor,
one is dedicated inventory.
The other is like holistic software with
inventory as a feature that dedicated
inventory has this integration issue that
an example of the integration issue is
when equipment or materials are added.
It's like.
Layers and layers of
specificity of detail.
And that is the pain point is,
is, is your, if you are doing
this, you're like discovering it.
You're like, yup.
Oh my God.
We've had to manually
enter this same thing.
And then he sets up service Titan.
And so now, because you've set up
the pain points, you can go into
the details of service Titan show
screenshots and say, look, we
have an item over here, view here.
You can see all of these things.
You can integrate in this way.
Here's how it integrates with the other
parts of your business, because you set
that up as the key pain point to sort
of create an arc for your narrative.
You're saying this is the thing
you should think about when
you're looking for this software.
Last example is a non software example.
I wanted to include for folks listening
that are like, I don't sell software.
The keyword is best schools for
sensory processing disorder.
So censoring processing disorder is.
This is obviously just by knowing that
this is a keyword, you know, that's
going to be some kind of disorder
that kids have, and there are specific
schools that perhaps specialize in it.
After the sponsored results,
the number one result is from
Fusion Academy, our client.
And then after that is sort of
other, um, examples of landing pages.
I'm not going to continue to rip on
more of them, but I will show another
example of doing this kind of pain point
related setup in the intro that allows
you to link to the second half, which is
your product or service and its features
and how it solves those pain points.
So this intro is wrong
is long because again.
This is a category keyword for
fusion because it fusion is a school
and so it's best schools for so
it's this what we call category
keyword with layer of specificity.
So it has this for sensory
processing disorder.
So because of that, and because
in this space, like you're talking
to a parent who has a child with a
specific thing, and they're looking for
something very specific, it's actually
was really important To resonate
with that and, and kind of build that
rapport with the reader, because we
thought it was even more important
than people looking for software.
So the intro is even longer.
So I'm going to give you
highlights to show that same.
Pattern set up the pain
points and give the solution.
Children with sensory processing
disorder SPD can find it challenging
to learn and socialize effectively
in traditional schools because why?
Because these students process sensory
stimulations, just sound, lighting and
touch with varying levels of intensity
so they can experience bullets,
increase sensitivity, sensory input,
and then there's a bunch of detail.
That means they may struggle with harsh
fluorescent lights, noisy classrooms.
They may become bothered by certain
textures or touches, such as hugs from
classmates or high fives from teachers.
Second bullet.
Decreased sensitivity to sensory input.
So for those students, they need
ways to get stimulated, so that
can involve, they need to fidget or
rock or sway or touch other objects.
And then it goes in.
For these students, with decreased
sensitivity, they may not be
easily stimulated and engaged with
traditional learning environments.
So just sitting in a chair for a long
amount of times, and then it can, and
there's more I'm skipping continues.
Both types of students may develop
benefit from a change of environment.
That's that switch.
So watch that set up a
bunch of pain points.
Then both types of students with
SPD may benefit from a change
in environment sets it up.
Watch the analogy to Toro.
So in Toro, if you remember, it
was the trucking software example.
So it all says like regular accounting
software and QuickBooks doesn't
work for all of these reasons.
You have to enter these scanned documents
if you remember all that discussion.
And then there's this transition
to set up the solution.
The only way to truly reduce data
entry and accounting headaches is to
eliminate paper and digitally track that.
But for that to work, the software has to
be easy for both dispatchers and drivers.
And something most trucking
management systems fail to deliver,
that's where Toro comes in.
So you sort of transition that
over, just like in service Titan.
It says, look, regular inventory
management, dedicated software
has this issue that they don't
integrate with everything else.
So you need something that does
integrate with the rest of your business.
Enter service Titan.
And then that allows for all
these examples, I'm back to
fusion for you to go into fusion.
And so, and then there's this last part
that I want to talk about is if you're
wondering, and if you're feeling weird
that like, Hey, I have this keyword where
I can pitch, My product or service, and
I'm planning to, and I like kind of the
way the video or this advice is, and
I'm going to set up the pain points,
but like, it feels like the keyword also
wants some best practice how to watch
the way, um, David on our team and the
writer he probably worked with for this,
wrote this, they do a how to that sets
up best practices to look for knowing
that our solution will satisfy those.
So it does both.
It says, watch in general, the best
schools for sensory processing disorder
are schools that are able to cater
the classroom and campus environment
towards the student, including, and
these are not fusion benefits yet.
So he takes one extra step where
he says here, just like if you have
a student, your child with SPD.
And they're having issues
with regular schools.
Look, like, look for
schools with this stuff.
Changing how an instructor
teaches in the classroom.
Adapting the classroom environment.
Implementing sensory breaks.
Keeping class sizes small.
Blah, blah, blah.
And I'm skipping over a bunch of, of text.
And so, he sets that up in that way where
he takes a little bit softer approach
and doesn't come out and say like, Fusion
is the best school for students with it.
But later he then sets it up.
Like, we're gonna discuss a bunch
of schools that are good and that
satisfy those criteria and we start
off discussing Fusion at first.
And now he's set up, this are the
issues that your student might have if
they have sensory processing disorder.
This, these are the characteristics
that a good school or like schools
that could work for your student should
have that you should be looking for.
Now let me set up fusion, fusion
has those characteristics.
And that's just like one step
slower, but it does the same thing.
So I hope this was useful
questions and comments.
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I'm curious to make some of these.
A dialogue in particular, if you have
articles that you want to break down,
I was thinking Benji, it could be a
fun episode for us to do to take like a
reader articles and it'd be really fun.
Yeah.
And like work with them and say like,
Hey, like, here's what you wrote
and here's how we would revise it.
And here's like things that
you could be doing better.
Um, so, so feel free to reach out to us.
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