Developing a Content Strategy for your Niche Site



Once you have determined the main theme for your niche site you need to set out a content strategy for it. I am currently working on the design and content strategy for two of my new niche sites and as I want to make sure that these sites are both successful and profitable I am investing a lot of time right now in these early stages.

In the pre-Panda days it was very common place that after a bit of keyword research to determine the long tail and related search terms for your niche site thin, spun or cheaply outsourced articles would be generated to make it possible to rank your site for these search terms. Today I think it’s very important that people who are developing niche sites as a source of income develop a content strategy that puts the user first and not the search engines.

Niche Site Content Strategy 2009


Niche Site Content Strategy Today



“Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance.”

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Build Links and Get More Traffic like Derek Halpern


How’d you like to learn great ways to promote your content that get you high quality links and even more traffic?

You’ve heard of Derek Halpern, right?

Derek is the guy behind the popular marketing blog Social Triggers; he is known for writing up psychological research and business case studies to help bloggers and businesses make more money online.

I’ve been reading his blog on and off for about the past 18 months and I’ve found a wealth of great tips and ideas on his site that have given me more insight into the way people think and therefore the best ways I can persuade them to link to my projects.

In this post I’ve curated a list of some of my favourite posts that I think will be of interest to you whether you’re either creating content or contacting people to promote your content; which will hopefully give you an extra little edge over others.


Create an Information Gap

If you want to write an email or a piece of content that draws people in straight away then you need to make the most of curiosity.

The first line of this blog post is just another way for me to generate an information gap to draw you in and read more!

How’d you like to learn great ways to promote your content that get you more links and more traffic?

I just followed Derek’s formula:

[New, Cool, and/or Hopefully Remarkable Thing] [Desirable Outcome][Curious Reader / Viewer]


Quite simply, curiosity, as defined by Loewenstein, is an innate human behavior that’s triggered when people feel there is a gap between what they know and what they want to know. (source).


TL:DR  when you create a gap between what people know, and what people want to know, they feel compelled to fill that gap.


How to email Influencers

You don’t need me to tell you that the key to a great content promotion campaign is getting your content in front of influential people in your niche. Preferably these people will have the ability to spread the content for you online.

  1. Avoid long emails – people are too busy
  2. Create an Information Gap

If you visit this blog post there is some free template emails you can download which Derek personally uses when he is emailing people to share his content or if he wants them to feature on his podcast.


The Drafting Technique

This is the method that Derek Halpern recommends to get press in major newspapers and big blogs.

The name of the technique comes from the cycling term “drafting”, whereby the lead cyclist breaks the wind resistance and the riders following behind can travel at the same speed as the lead rider whilst expending less effort. Some people refer to it as slipstreaming.

There are three simple steps for using “The Drafting Technique.”

Step 1: What will you promote

Step 2: Who is interested in it

Step 3: Persuade them to feature you

TL;DR make the most of trends in your industry to help journalists and bloggers create unique content that features you or your client.


Thinking or Feeling?

In the video below Derek discusses which is more persuasive, I THINK or I FEEL?

You probably don’t THINK this is a big deal but once you watch the video below I THINK you will FEEL differently about the way in which you use these two words in your emails, blog posts or conversations with the people you work with.


The Power of Persuasion

A few days ago I finally got around to publishing my post on psychology and link building. While I was researching and writing that post Derek published a great article on the power of persuasion.

In the post he highlights a theory proposed by Steven D. Levitt and Stephen J. Dubner in Freakonomics.

In it, they say there are just three types of incentive:

  1. Economic incentives – financial gains
  2. Social incentives – looking good in the eyes of others
  3. Moral incentives – doing the greater good

Apparently, when you want to contact someone that you don’t know, with hopes of persuading them to link to you then you should appeal to one (or all) of the three incentives.

There are some great email templates in this post if you want to learn more.

TL;DR  the secret to getting people to do something for you is providing an incentive for them to do it.


How do you think you could implement these tips in your content promotion strategy? Leave a comment. And, if you are already using your own versions of these techniques then please share them too.


PS don’t forget if you’re new here, then sign up to my RSS feed to discover more ways to build links and improve your online presence.

How To Be More Persuasive – Psychology 101 for Link Builders

Over the past few years I have spent an increasing amount of time learning about different psychology theories to enhance the results of my work.

As a link builder it is your role to deliver your content to the communities who are most likely to consume and link to it. To gain an upper hand and get the attention of people who are being pitched to dozens, if not hundreds of times per day, it will often come down to how well you understand your link prospects motivations and mindset.

In this post I hope to give you an overview of a number of theories I have used in the past couple of years in helping me to convert my outreach efforts into links.

Speak their Language

A very powerful way of establishing rapport with someone else is to adopt the language style of their preferred representational system.

Our preferred representational systems are our points of contact with the outside world i.e. our five senses. Every one of us has a mixture of all four representational systems but we all have one that we prefer and operate in most of the time.

When we take the time to learn to recognise other people’s preferred representational styles we can relate better to them by adapting our style to theirs.

Auditory: people with an auditory preference are great story tellers and love to talk. Ultimately they want to have fun and attend “fun” events. They are big picture orientated so don’t require the details so consider picking up the phone and having a chat.

Auditory Digital: individuals with an auditory digital preference are very detail orientated perfectionists, preferring order over chaos and their personal space. When you write an email to them be specific, prepared and precise &offer them plenty of links and references for further research such as charts and data.

Visual: people with a visual style are driven and very businesslike. They don’t want the detail and need the big picture so make sure your communications with these types of people are brief and to the point. These types of people prefer visualisations (infographics and photos) and very much love to win; so think about blogging competitions and ego bait to get this particular groups attention.

Kinaesthetic: individuals who have a kinaesthetic preference are doers and want to take action. These types of people enjoy getting out and interacting so why not arrange a meet-up with other webmasters in their location, pick up the phone, invite them for a coffee or host a webinar.

Optimal Distinctiveness Theory

Optimal Distinctiveness Theory is a social psychology theory which states that individuals work to achieve a balance of integration and uniqueness within social groups and situations. When people feel similar to others, they seek out some way to be different.

When they feel different, they try to be more similar. The Optimal Distinctiveness Theory suggests that individuals are constantly making adjustments to maintain equilibrium between the need to be similar and the need to be different.

This is a great theory that a link builder should be aware of in crafting an outreach campaign. It is human nature for individuals to want to differentiate themselves from a group, but simultaneously wish to maintain a certain similarity with a group.

As a link builder you can design your campaign so that it speaks to these two opposing motivators in a clever way, appealing to a person’s need to be different, by showing them a new angle or offering an exclusive, such as an interview with a senior member of staff.

Yet at the same time, your campaign will need to promote the fact that a person will be seen as keeping up with popular behaviour, because by featuring your content they will be seen to fit in to the trend of the other websites in their niche.

So how does this work in reality?
 “Hi [First Name],

I just read your article on [blog topic] and I would love the opportunity to write more about the subject for your blog.

As you know [blog topic] is pretty hot right now and I have recently written some very popular posts on the subject at [list of websites in their niche], and I notice very few people are writing about [proposed blog topic].

Let me know if it is of interest to you and I will send across a draft in the next few days,



Appeal to their Ego

We all have an ego and most of us don’t mind when our ego is massaged from time to time

Egobait is an incredibly simple and effective marketing tactic to get your head around and is a very good way to get onto the radar of a thought leader in your niche:

  1. Curate a best of post or Top 10 list
  2. Create a badge or award
  3. Mention Influencers in your blog posts (link out)

If you want to learn more about creating Egobait then I recommend this post by James Agate, this post from Anthony D Nelson and there is a great round up from Steve Morgan on Communitybait where you egobait a larger group of people, rather than just focusing on a few individuals.

Create an Information Gap

Most experts think they know a lot about their subject matter area and by creating a need based desire you create an itch that only you can scratch.

In the competitive and ego-driven mindset that most of us have developed we pick up on details and drive wedges between ourselves and others in order to have a clear and distinct position.

Dr. George Lowenstien wrote a paper about Information Gap Theory in 1994 and it works like this:

When we come across something new that is not explained by our previous knowledge or experiences, an information gap is formed, and we have a desire to find the answer. 

This is marketing 101 and yet very few people utilise this in their outreach efforts. I have given an example of this type of email before, but just in case you missed it, here is another:
Hi [First Name],

I came across some research that shows (insert the conclusion of the research)

If you would like me to send across more information about the research let me know, and I’ll happily email it across.

Many Thanks,



This is a great link building tactic I like to use a lot as it means they are asking me for the link to my client’s content and therefore I am not sending the stereotypical outreach email.

Prospect Theory

Prospect theory was developed by Kahneman and Tversky to explain how we make decisions, particularly in the face of risk. It is one of the most direct and strong applications of psychology to business because of the solid research basis.

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Evernote Search Tricks for Search Nerds


I am going to start this post with a brief quote from the brilliant genius that is Zipparah Tafari. For my US readers you might want to make yourself familiar with his work

Have you ever been in this situation
Where you lost your keys and your mobile phone?

Hands in your pockets and your back pockets,
People think that you’re demented
Can’t remember where you put it
Hot, cooler questions…

Oh, Where me keys?
Oh, Where me phone?

My last post about using Evernote as a blogging tool seemed to go down quite well and I even had a couple of emails from people asking for my advice on finding things quickly in Evernote.

I have to admit it’s quite easy to let your Evernote account get out of control and you can soon find it a struggle to find the information that you are looking for within a short space of time. So below are a few of my tips and tricks that I have developed to keep my Evernote house in order.


Don’t be lazy or stupid with your tags; make sure you tag your notes to help you find them again later. Thankfully Evernote indexes the words within your notes as well so there’s no need to go too crazy.

For example I have the following tags setup to help me find things later:

  1. Work – yeah that’s right I use Evernote for non-work stuff too
  2. LOA – Link Opportunity Alert (cheers Eric Ward) as a link builder you often stumble across a great resource or idea that might not be great for a current project but you never know when you might need it in the future 😉
  3. Receipts – I always take a photo or scan an image of my receipts for my accountant
  4. To_Read – if I find an interesting article I want to check out I’ll tag it for later
  5. Blog_Ideas – sometimes I have them

I also like to have a few different notebooks, there is nothing to stop you just having one notebook, or dozens, but I find it easier this way. You can further organise your notebooks with stacks (i.e. groups of notebooks) so for example you might have a stack for clients and a notebook setup for each client.

Learn Evernote Advanced Search Operators

You can search through your notes simply by putting key words that you want to find into the search box. But eventually there will come a time that you are returning too much data for the query.

Every note that you create within Evernote has a lot of properties related to it such as what media attachments are included in the note, how it was uploaded and when the note was created. Continue reading

How Evernote Has Made Me a More Productive Blogger

Evernote blogging
I remember I really struggled to get to grips with Twitter at first, I signed up for my first account in 2007 and after messing about with it on and off for almost a year I finally got it… now you can’t get me off the damned thing!

A few months ago I began using Evernote as my main productivity tool. Basically, Evernote is a multi-platform program that allows you to keep accessible notes. You can do this by creating notebooks and notes.

Within the past few weeks I’ve noticed a few people I follow on Twitter asking questions about the best ways to use Evernote and I have to admit it’s one of those tools where you finally have a Eureka moment after persisting with it, much like I did with Twitter. There are an infinite number of ways you can use Evernote to make you more productive, more creative or more awesome-r, however what I want to cover in this post is the ways I use Evernote as a productive blogging tool.

Create Common Templates

If you have a series of blog posts or articles which follow a set format then you might want to consider setting up a template with all the relevant HTML elements laid out which you can store in a reference notebook which can save you time when publishing these types of post.

Capturing Inspiration

At any moment inspiration can strike… It holds no bars – whether you’re walking the dog or watching an episode of Breaking Bad a juicy idea can spring forward from your subconscious to help you with a project you are working on.  It might be for a client or you’ve come up with the topic for your next blog post but inspiration can strike at any time.

Before I used Evernote I might have made a mental note or scribbled something on the nearest piece of paper. The problem was that when I finally got around to taking action I couldn’t recall it or the notes I had made on that napkin just looked like a mad man’s scrawl on his cell wall… I’m sure you can relate.

Thankfully, I have my Evernote app with me on my cell phone (how trans-atlantic is that?) or tablet where I can jot down some ideas,  so I don’t forget them before I can get to my computer and work on it further.

Call me old school, but I still love to use Google Reader to subscribe to RSS feeds. If I find an awesome post and that gives me some inspiration then I will star it. I have an IFTTT recipe (automation FTW!) set up to forward my Google Reader starred items to a notebook in Evernote.



If I happen to find a useful quote or some amazing data to enhance my blog post then I will normally capture it within my draft post; you can do this with the Evernote web clipper just highlight what you want to save and “clip it”. It will show up inside your Evernote, fully formatted, and complete with the URL it originated from.

I also have an IFTTT recipe to save my Twitter favourites to Evernote too using this RSS hack.

Search your Notes with Google

If you use the Evernote web clipper you can find notes related to your web search you may have already saved down.

As you can see in the image below on the left are the normal Google search results and on the right are some clippings you have already saved down.


This is an awesome tip I recently discovered on the Verge and it really has improved my research for blog posts and articles. It’s amazing how much you read and save down in Evernote that you might have forgotten about so this really helps me to re-discover some hidden gems.


Write Anywhere and Everywhere

Now that you’ve made a note of all your awesome ideas it’s time to start padding them out further.

As Evernote can be used as a mobile app, desktop app or on the website you can write pretty much write anywhere and everywhere. I usually like to pad out my initial ideas with a handful of bullet points or sub headings when I am in the moment.

I normally write the first draft of my blog post in Evernote. When I am writing I don’t worry about formatting. I just try to get the post out; I try to resist the urge to edit my work as I write.

I also keep a record in Evernote of my published blog posts (and guest posts) for two reasons:

  1. I’m quite paranoid about losing my work (even though I regularly back everything up)
  2. It makes it easier to link to my older posts if I want to reference them

I like having everything curated for my articles with in one place, so I will usually find some stock images or creative commons pictures from Flickr to add to my post.

Another awesome feature of Evernote is the ability to email notes into your Evernote account, using your secret email address. If you want to use this feature then you need to append the subject line with the @ symbol followed by the name of an existing notebook and if you want to add a tag, include “#” followed by an existing tag.

Once you have written your draft checked it and re-checked it, it’s very easy to copy and paste the note in to WordPress, check the formatting and then schedule for later.

I hope this has given you some ideas on how to get more out of Evernote as a blogger and if you have any more tips or questions please leave them in the comments below.