After being a fan of Copyblogger and other projects, Brian Clark was kind enough to do a panel on SEO I was moderating at BlogWorld. Then I ran into him again recently at Affiliate Summit thinking each time what a great thing it would be for our readers to do an interview with him for Online Marketing Blog.
Brian is a fantastic writer and marketer, recovering attorney and someone that over 50,000 people have decided to subscribe to at copyblogger.com - one of the most popular blogs on the internet. Brian has a lot of what people want: knowledge, talent and success. Read on to tap into some of that Copyblogger goodness.
How did you go from being a lawyer to an internet entrepreneur?
Easy… I hated practicing law and I was fascinated by the Internet. The transition was extreme I suppose, but I always had a thing for writing, so I started creating online content over a decade ago. Now it’s just part of me.
How much does SEO play into your blog marketing efforts with copyblogger.com and the other sites you work with?
Well, it’s absolutely vital and yet absolute optimization never happens too soon for us. I’m a firm believer in building trusted authority sites, and sometimes that means foregoing the best keyword optimization in order to attract more links and subscribers. Once you have that trust (with people and Google) it’s easy to dive in and optimize certain pages or sections of a site.
What are the most common mistakes you see people make that get in the way of blogs or web sites from having better search visibility?
I think it goes back to my last answer… Obsessing over the perfect keywords in your title before you have any readers or any links is backwards these days. Google wants to rank trusted brands highly, and creating a brand goes way beyond keyword research and placement.
How important is genuinely good writing to having a successful blog?
It depends both on the audience and the author. In some areas being a great writer will put you ahead of the pack. In others, people are more interested in what you have to share with them, warts and all. But how you say things will always matter, whether you’re considered a “great writer” or not. That’s where copywriting skills come in.
Do you see links and buzz worthy content as a cart before the horse situation? ie, in order to get those links, you need to have something worth linking to.
The content and the value has to be there first. People think this is about “gaming” or whatever. Some people think having any strategy at all is “gaming,” and that’s fine for them. To me, it’s about solid value and solid strategy… both are necessary to achieve online marketing goals.
If you were limited to 2 or 3 things blog owners should always do to optimize and promote their blogs, what would they be? ie, what are 2 or 3 of your best blog optimization/marketing tips?
Well, it’s been said over and over, but I can’t say anything new. It’s about a unique voice, unique value, and working to make a connection with the audience. It’s not easy, but those who truly work at it will succeed.
What are some of your most effective tactics for writing blog post headlines?
It boils down to making a relevant and compelling promise… one that your target reader can’t refuse–and then fulfilling that promise with your content. If you’ll forgive a link, I’ve written a ton about headlines.
It really depends on your revenue model, but frankly, my answer remains the same regardless–subscribers. It can be email (and in most niches, it still should be) or RSS, but getting people to “raise their hand” and pay attention to you on a regular basis is golden.
What resources can you recommend for keeping current with blogging, monetization and internet marketing?
Here’s the best advice I can give on this… learn from everyone. Study marketers you hate as well as marketers you agree with. Don’t close your mind to anything and you’ll come out with a more well-rounded toolbox of tactics and strategies for online marketing.