Rapid Content Creation for Professionals


We’ve all heard a thousand times that websites need “content.”

But what is content, and why is it needed?

Content is information communicated through media.

Media is the communication channel — the internet, television, radio, etc.

Content is the message — the information itself.

On the internet, content can take many forms:

  • blog posts
  • videos
  • social media posts
  • infographics
  • guides
  • case studies
  • podcasts
  • white papers
  • images
  • webinars
  • and more . . .

A good content strategy will:

  • Build a foundation for long-term growth
  • Increase website traffic across organic search, referral, and social channels
  • Demonstrate specific expertise to attract best-fit clients
  • Restate your brand to keep your name in circulation

The most powerful marketing content is evergreen — it attracts leads for years with little additional effort. Blog posts, videos, and sometimes infographics fall in this group.

Playing Along with Google

Google search aims to deliver the most relevant and useful content to users — including your potential clients. So why not play along? Give Google what it wants — high-quality content. Thanks to ingenious research tools available today, we know exactly what people are looking for and what content is needed to match their search intent.

By purposefully designing your content to match search queries, Google will rank your website and local business profile higher in search results, and more people will contact you about services. 

I know of an attorney with decades of experience in the insurance field. Hundreds of clients. Offices across the country. Very successful. Yet he somehow finds time to create a website post at least once weekly and sends it to his email list. Why? Because those posts cement his firm as the go-to people in their specialty.

The posts demonstrate expertise, show the firm is on top of its game, and are a powerful, recurring brand imprint.

As a pro, you should create at least some of your content; it’s one of the best ways to promote your business at a high level and boost visibility in search.

The Problem

You have the ability to differentiate your practice and attract ideal clients with content. But producing and sharing content for marketing purposes is a tough slog. Production, especially writing, may feel like foreign territory that takes you away from your main work, and it presents a fundamental problem:

Creating content takes far too much time.

Here’s a solution . . .

Don’t Write, Speak

The key to my rapid content method is something you naturally do each day: speak. Instead of writing a post or shooting a video — make an audio recording of your voice.

Why audio?

I scored popular content creation methods by several dimensions: ease, persuasiveness, cost, communication mode, personalization opportunities, etc. (See the entire table).

  1. Audio: 20  [We have a winner!]
  2. Podcast: 16
  3. Streaming: 16
  4. Video: 15
  5. AI-assisted Written Text: 13
  6. Manual Written Text: 11

Audio scores highest for our purpose of rapidly creating useful, unique content that Google can rank in search.

Conversely, the method most people use, laboriously writing text, scores worst!

Audio is simple and lends itself to spontaneous production. In 10 minutes you can create a compelling audio track.

What About Video?

If you’re going to the trouble of recording something, why not just record a video?

As much as I love video, it’s far more complicated, time-consuming, and expensive to produce compared to audio. There’s lighting, equipment, space, editing, and people needed to put it all together.

Beyond that, uploading a few videos is unlikely to surface new local clients. 30,000+ hours of video are uploaded to YouTube every hour; how will your business surface in that global tsunami? 1

Here’s why social media platforms are usually a poor source of local leads. Just think about it; have you ever searched for a local lawyer, dentist, or financial planner on YouTube? It may happen occasionally on Facebook — “Hey, can somebody know a good divorce lawyer in Phoenix?” — but from the data I’ve seen, the numbers are small.

Overwhelmingly, people search Google to find exactly what they want — “best divorce consultant in St. Louis”. From every metric, local search results are the place to be, and you don’t need video to get there.

Rapid Content Creation: Step‑by‑Step

Step 1: Keyword and Question Research

First, choose a topic based on search data and competition. If you’re subscribed to one of our SEO Packages, we’ll supply you with a list of verified local-intent keywords already clustered into topics. That’s a great place to start.

If you are not a client, explore keywords and questions with free tools like Ubersuggest. Caution, it’s easy to miss the keyword target and go off track with your topic if you don’t have an SEO advisor.

Keyword research reveals topics. It tells us what people are searching for and how many are searching. For example: “divorce financial advisor.” (450 searches per month in the U.S., medium competitiveness).

Question research reveals what people are asking. For example: “What is the difference between mediation and collaborative divorce?” (4th most popular mediation question).

Craft your content to match what searchers seek.

Step 2: Tell Your Audience What You Know

This is where you share your thoughts. Talk about a client experience. Explain a trend. Tell a story.

But instead of ruining your day by writing a blog post, make an audio recording.

I’m sure you can speak about some aspect of your service for five minutes. How about a couple of 5-minute sessions? Believe me, I have done it dozens of times — ten minutes goes very quickly. So let’s say you end up with ten minutes; that’s about 1,500 words of written text.

Can you do 15 minutes? Go for it! That’s 2,200+ words — longer than most of your competitor’s blog posts and a perfect search engine snack.

Step 3: Transcription

Send your audio file to a transcription service. They will convert your audio file to a text file and send it to you via email in a couple of days. Paste the text into WordPress. Check it over. Add a Title. Done.

There have been tremendous advances in AI (artificial intelligence) transcription, but it’s still inferior to human transcription in this use case. If you or your editor need to fix errors, the economic advantage of machine transcription is lost.

For professionals, it’s better to save time, even if it costs more. So, hire a transcription service that uses native English speakers (assuming you’re somewhere in the American or Canadian markets). Cost: about $1 per minute of audio. A 1,500-word blog post would cost about $10. Dirt cheap! Top human-powered transcription services include Speechpad and Rev.

Congratulations, You Just Created a Search Magnet

That’s the process. Not too bad, right?

You just created a laser-focused search engine magnet in a fraction of the usual time. Your content will be unique, with a personal viewpoint — not some outsourced codswallop.

Unique content that adds value for users is precisely what Google wants! Your transcriptions will provide a real advantage in organic search, voice search, local search, and social media. 

Outsource Everything but the Recording

You could do everything above yourself, but your time is too valuable. Get help from a remote editor.

You make the recording, the editor does everything else.

Ask your editor to clean up the text, add some headings, a title, and a couple of images, then publish the post on your website. If you like your audio recording, have them publish it with the post. The editor can also send your post to your email list and it publish it on social media as well (this part can be automated).

How to Make a Good Recording

How do you create a decent audio recording that’s on-point?

Firstly, what do you want to say? Jot down some bullet points as a guide. At least, that’s the way I do it to make sure I cover the main ideas. You don’t have to get fancy. A pencil and paper will do. Keep your topic notes loose but on target. If you’re interviewing, have a few questions in mind.

Get yourself in a quiet space where you can loosen up and speak as if speaking to a person in the room. Hit the record button and go for it. If you mess up, just restart the recording. Or pause and come back later. Over time, your delivery will improve.

If you publish the audio recording itself, your physical space affects sound quality: You don’t want too much reverberation (echo) or distracting noise. Drapes, carpets, furniture, and the right kind of equipment help. Carve out a section of your physical workspace at home or in your office for recording. It could be the same space you use for Zoom calls. Set up your equipment and keep it there. Make it easy to flip the switch and knock out content quickly.

On the road? Vehicles and hotel rooms are great places to record! Use your phone or a portable digital recorder to capture the audio file, then forward it to your remote editor.

Stay tuned, I’ll cover audio equipment in a future post.



1. https://www.statista.com/statistics/259477/hours-of-video-uploaded-to-youtube-every-minute/

Essential SEO for the Voice Search Revolution

Take Advantage of Voice Search Trends

Voice search is exploding. Comscore has predicted that voice search will account for 50% of searches by 2020. More stats here. This trends coincides with advances in technology that make it all possible: “natural language” search and artificial intelligence.

It’s time to tweak your SEO strategy to incorporate voice optimization and gain an edge over competitors. As usual, high-value services have the most to gain (or lose) depending on how well they engage the voice-search trend, but every organization can benefit.

I boiled-down several sources including the recent Backlinko study of 10,000 voice searches into a few actionable steps. Surprise — many of the voice search optimization tactics here are exactly the same as general SEO tactics — just goes to show that fundamentals don’t change that much.

Voice Search Facts

  • Long-tail keywords account for approximately 70% of all search queries, meaning they’re less competitive – but no less important. (wordstream.com)
  • BrightLocal , 56% of all voice searches are made on a smartphone. (semrush.com)
  • Optimize for Rich Answers voice search study found that “70% of all answers returned from voice searches occupied a SERP feature (with 60% of those returning a Featured Snippet result). (semrush.com)
  • Let’s look at some recent stats… 41% of adults (and 55% of teens) use voice search daily ( Google 20% of all Google mobile queries are voice searches (backlinko.com)
  • And when you dig deeper, things get even more interesting… 25% of all Windows 10 desktop searches are done via voice (backlinko.com)
  • Speaking of… 65% of Google Home or Amazon echo owners “can’t imagine going back” ( Geomarketing Smart speakers are the next refrigerator – every home will have one. (backlinko.com)
  • In fact, nearly 60% of mobile searchers use voice search at least “some of the time” ( Stone Temple Finally, voice search is more convenient. (backlinko.com)
  • (In fact, Google states that 70% of searches on Google Assistant use “natural language”.) (backlinko.com)

Overall Strategy

  • Answer Specific Questions: Use Topic or your own experience to find common questions on your chosen subject, and use that as a basis to create your copy. Include the question as an H2 heading, and answer it in the body text directly below.
  • Answer Questions Concisely: Google wants to feature the best answer, so make sure yours is clear and easily digestible. Don’t use jargon that audience doesn’t use. Answers in the form of lists work well in featured snippets.
  • Write Engaging Copy: 99.58% of featured snippets come from pages that rank in the top 10. Ensure your page is well-optimized: your content should be engaging, your meta data optimized, and your internal and external link building strong.

Specific Optimizations

Optimize Website Speed and Security

Mobile Friendly

  • Make sure your site is mobile-friendly, with an easy to read layout that automatically adjust to phones and tables. Use short paragraphs, simple language, and plenty of headings to break-up logical sections.

Schema Markup

  • Use schema markup so that search engines know exactly what you content is about.  Easiest solution is to use a schema plugin.

Google Listing

Social Media Engagement Affects Ranking

  • Your posts, which include your voice-search content should be shared in social media. More social activity is related to higher ranking

Match Content to Voice Searches

  • Create blog posts that dovetail with the questions your audience is asking
  • Keep answers to specific questions short and sweet — 30 words or so
  • But also realize that voice search results are typically pulled from long posts: 2,000+ words on average. Therefore, answer specific questions within your long-form, authoritative post. Maybe a series of topic-focused FAQ pages.

Write Stronger Posts with the Hemingway Editor

Here’s a tool you’ll like: the Hemingway Editor.

No, it won’t transform you into Ernest Hemingway overnight, which we’ll assume is good news for now! But it will help you write blog posts and broadcast email messages that are strong and clear.

Hemingway  finds common writing faults:

  • Passive language
  • Hard-to-read paragraphs
  • Excessive adverbs
  • Wordiness

In a nutshell, it shows you where to cut deadwood and write with clarity like . . . Hemingway!

It also calculates reading grade level and word count. (Longer, authoritative content of 2,000+ words ranks higher and attracts more backlinks.)

Hemingway has two operating modes:

Write Mode provides a basic editor with headings, bold, bullets, links, etc.

Edit Mode highlights areas for improvement. I don’t compose in Hemingway, because I’ve run into problems when pasting the content back into a blog.  But I do run posts through Hemingway to strengthen them before publication.

One missing feature: Hemingway does not check for overly long paragraphs — solid “walls of text”. Just keep in mind that writing for the Web means short paragraphs and plenty of headings to break up text.

Of course, the recommendations are only a guide. Feel free to ignore them if they conflict with your personal style.

Hemingway is not an SEO tool; once your writing’s done, optimize your post with Yoast SEO.

Try the online version of Hemingway Editor, it’s fast, free, and helpful. The alternative desktop version sells for $20.

[This post edited with Hemingway!]

How to Tap Reddit’s Massive Traffic to Find Hot Topics for Your Business Blog

The massive traffic on reddit is a great source for blog titles and post topic ideas. Create content around these proven hot ideas to drive traffic to your website.

Give the People What They Want

The days of fooling search engines using manipulative SEO tactics are behind us. Goodbye!

Going forward, many factors will influence the strength of your business presence on the Web: user behavior patterns, the proximity of the searcher to your location, and of course, the relevance and authority of your website content.

You will need some amount of thoughtful content on your website to engage users, to drive search results, and to compete at the local level, in your own town. That’s a big change from a few years ago. The bar has been raised.

But resources are limited, business owners usually don’t have time to do content research. We need a shortcut to answer some crucial questions:

What topics will resonate with your audience? What headlines will induce readers to click so you at least have a shot at engaging them, and to ultimately sell your product or service?

It’s tempting to think we know what others want, or what questions they might have. So often, we’re wrong.

Rather than guessing, it’s more effective to observe real behavior and take action based on what people do. That’s what I’m advocating here. Rather than creating content out of the blue because we think people will like it, how about if we let their behavior point the way?

Your content needs to be effective and you don’t have unlimited time to create it. So let’s …

  • Find out what’s hot
  • Give the people what they want

Reddit to the Rescue

Reddit gets about 250 MILLION unique visitors per month — massive traffic that you can quickly tap to find headlines and topics that are hot. By looking at reader feedback — called upvotes on Reddit — we can discover headlines and content that are proven to engage readers.

The idea is find out what topics and headlines are generating a response, then comment or improve on that content, then re-publish it to your email list and social channels.

Remember that the majority of your shared content can be curated from other sources — you don’t need to create everything from scratch.

How to Grab Hot Headlines and Topics from Reddit

  1. Go to Reddit.com. Search for your business type, or a niche you want to develop. For example: physical therapy, nutrition, audio systems, auto repair, chiropractic, etc.
  2. Click on a subreddit with at least several thousand members (r/physicaltherary, r/keto, r/dogtraining, r/supplements, etc.)
  3. In the menu bar, click the Top link. You’ll should see a list of popular headlines / posts sorted by upvotes over the past year.
  4. From the top posts, pick some that have plenty of upvotes and fit your niche. Use them as a starting point for your post / headline (post title).
  5. Check Related Subreddits in sidebar. You may find a subreddit that’s more popular than your initial search. Subreddits also suggest blog categories you may have missed.
  6. Optional: Squeeze even more juice by running the headlines through an analyzer: CoSchedule or Sharethrough.

Reddit Headline Example

Pretend you’re a dog trainer that wants to attract more local clients and build your brand as a dog behavior expert.

Search Reddit for dog training. Choose one of the top subreddits such as https://www.reddit.com/r/Dogtraining/. Click Top in the menu to sort by upvotes.

There are many strong headlines on this page. Here’s a good one. A catchy title with 198 upvotes.

Yes, your dog really does understand what you say, study suggests.


Reddit example search

This reddit points to a CBS post, so you use this content directly, but you can certainly use a variation of the headline, comment on the story, and share it with a link pointing back to your post using Sniply.


Pasting this headline into Buzzsumo reveals it has 7,500 shares — a solid indicator that this headline and topic, or a variation, could do very well with your audience.

Use Buzzsumo to verify shares. Is it hot or not?

Use LSI Graph to find related searches to include in your content

Reality Check: Don’t Freak Out if Your Post Doesn’t Get Any Shares or Links

Don’t be surprised if your posts seems to go nowhere. It’s tough for small local blogs to surface in the ocean of content there.

However, adding fresh content that dovetails with your client’s interests is important for local businesses, even without shares or links.

That’s simply because you’ll be building your website’s authority and relevance. In a tight local market, website authority can make or break first-page visibility (assuming Local SEO fundamentals are in place.)

You’ll need more, and more relevant, content than the next guy to stay at the top of the local search rankings.

Beyond that customers, clients, and patients all notice. Good-looking fresh content means you’re on top of things and thinking about your business. That alone instills trust and confidence.

So regardless of the final share and link outcome, you might as well jump-in and build a content foundation, even if doesn’t reach beyond your local market.

Wrapping Up Your Content Package

In two minutes we’ve discovered a topic and headline that is likely to be shared and will help bring people into a marketing funnel.

To wrap this process up, you’ll need to provide your take on the content you found. For example:

  • Explain what it means.
  • What is your experts view?
  • Do you agree or disagree?
  • How might this item affect your local clients?

How much text should you add? Well, that’s really up to you and your resources. I can tell you that posts of 1,000 – 2,000 words get the most engagement. Whoa! You may not have time or desire to do that. So make your content shorter. You may not get all the juice, but you’ll get some.

Workaround: Some people love to talk about their niche. If that’s you, here’s a streamlined method: capture your thoughts on a digital recorder, transcribe the audio file, then paste it in your post. Six minutes of audio = 1,000 words on average. Not bad!

Add a few related related phrases to your transcription from LSI Graph. Type-in your topic and get results in seconds.

Don’t scrimp on photos. Research shows that one photo per 100 words maximizes shares. Try Librestock, Flickr Creative Commons, or have some fun taking your own.

Finally, post your masterpiece to your blog and share it far and wide. Send it out to your mailing list and update your social media channels.

Far better than guessing, right?

P.S.: If you’re not crazy about Reddit, try Buzzsumo or EpicBeat.  Unlike Reddit, these services are not free, but you may be able to run a few free searches per day before being locked-out.

Alternative: Use Epicbeat to find hot headlines and topics.