Want to get more paying users? This week I'll be teaching you:
How do you write content that appeals to beginners, but is also shared by experts?
Rand Fishkin, the founder of Moz, recently wrote an article that answered this question.
Why should you care: Writing beginner-level articles may have a wide appeal, but they're not likely to earn you links and mentions by industry experts (who are often followed by the beginners). Backlink mentions also determine a site's SEO ranking.
On the other hand, writing highly-specific, experimental results may earn you the admiration of industry experts, but make beginners confused. What should you do?
Try to hit the sweet spot. In his blog post, Rand goes into greater details on the different approaches marketers can take to do this.
User r_pg101 on Reddit recently wrote a post on a neat Google search trick to find open spreadsheets with data on anything you want. This is the search operator:
site:docs.google.com/spreadsheets intitle:[anything you want]
Example: Try to search for product hunt and you'll find a lot of useful sheets, like a research template, or 160+ places to post your product (where Product Hunt is one of them):
Replace "product hunt" with any other acquisition channels (you can use my pdf for additional inspiration).
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What's going on? In my Zero to Users research on acquisition channels that consistently work for founders, I've discovered that marketplaces (like Amazon, Etsy, or the Shopify App Store) are a major distribution channel that works for getting sales.
The primary way to increase your rank on these channels (so you appear first when someone types 'men shoes' on Amazon) is through reviews.
Reviews on marketplaces are the equivalent of backlinks on Google.
How some people do reviews: They buy a bunch of them and hope they don't get banned. History shows that this is a risky strategy.
Google, for example, has been successfully cracking down on paid links and de-indexing nearly 3M business sites which rely on them. Amazon has been known to sue sellers who bought fake reviews as well, most recently suing 1,000 sellers who had between 30-40% fake reviews on their products.
The key insight: If you're targeting marketplaces, chances are, 80%+ of your success will depend on getting reviews. Should you use a white-hat or a black-hat approach for obtaining them? At the end, it's your choice, but be aware of the consequences if you decide to do the latter.