How to make E-E-A-T experience-driven content

Share your lived experience. It doesn't only make your content more interesting and less replicable. It aligns with E-E-A-T.

Meg Prater, the managing editor of the HubSpot Blogs, recently shared a great case study on how HubSpot shifted its approach to content writing. There is a lot to learn from.

In a nutshell, they rewrote the content that had a drop in traffic, leads, and sign-ups after Google's Core Algorithm update in March 2023. But instead of just adding more text and keywords, they added personal anecdotes, subjective opinions, and objective observations.

This approach gave their traffic and conversions a huge boost.

So, what can we learn from this case study? Here are a few takeaways:

✅ Write in the first person. Instead of saying, “Including personal anecdotes makes your content more relatable and engaging” you could write, “When I started sharing personal anecdotes in my posts, I've noticed a noticeable jump in comments from my followers.”

✅ Add original images, screenshots, or videos. For example, if you’re writing a case study, include screenshots of the original content and its performance metrics, “Here’s a screenshot of the traffic drop we experienced before making changes."
✅ Include personal anecdotes. For example, “I remember when I first started my blog. I used to write very formal and impersonal content. It wasn't until I began sharing my experiences like getting up at 4 AM to write and keeping a handwritten journal that I saw a real increase in likes and reposts.”

✅ Share your personal opinion and POV. “In my opinion, focusing solely on data and statistics can sometimes make content feel dead. I believe that blending in personal experiences not only enriches the narrative but also makes it more fun for readers.”

✅ Be honest about what you don’t know. You could say, “I’m not entirely sure how this approach will work for every type of content or industry, but based on the case studies I've seen, it seems to have a positive impact in many cases.”

I actually wrote a lot about experience-driven content in my book "From Reads To Leads," even though I didn't use that exact word back then. ?‍♀️

How to write case studies
I used this scheme to teach writers to write case studies. Think backwards.

1️⃣ Start with the solution - it's the easiest to figure out.

2️⃣ Then describe the problem that the client wanted to solve - here you need to talk to people, or listen to the recorded first client conversation (if your sales team doesn't record their conversations, tell them they should).

3️⃣ Define the problem's cause and impact. Sometimes these are not obvious, and sometimes you don't know. So think logically.

4️⃣ There is always another possible solution, but it never works. Figure out what it was and why it didn't fit the problem in question.

5️⃣ Go back to the solution to dive into the challenges of implementing it - these are your ups and downs - what makes the story interesting. You'll need your interviewing skills to get that info from software developers.

6️⃣ The approach you used to build the solution is your "secret recipe," something where you stand out. It's your value proposition. Make sure it gets noticed.

7️⃣ Finally, describe the result – the opposite of the problem. What did the client achieve by implementing your solution? What quantifiable results have they experienced? What positive impact on their business has this solution led to?

The Focusing Illusion Effect and what it can do to your conversion rates

The idea of the "focusing illusion" comes from the psychologist and Nobel Prize winner Daniel Kahneman. Basically, people tend to get fixated on one thing in their lives and ignore everything else.

Like, for example, people may fixate on losing weight as the key to improving their self-esteem and life satisfaction and overlook the importance of other factors like mental well-being, social connections, and healthy habits beyond just weight.

How do you use it in copywriting?

Get your prospects focused on one thing. If your landing page is packed with too many selling points, it's a conversion killer. Put all your energy into pushing the most awesome value proposition. Emphasize it so intensely that customers don't even think about the not-so-great stuff, like the lack of functionality compared to your competitors or a higher price.

So how do you win a sales argument? Shift their focus toward the best thing you've got to offer.

In Influence: The Psychology of Persuasion, Robert B. Cialdini, says that “… automatic, stereotyped behavior is prevalent in much of human action …”

Copywriters have figured out how to use this typical behavior to their advantage. For example, ever heard about how powerful the word "because" can be?

Because it tells us why.

Explaining the 'why' really affects how we make decisions. Without a good reason to do something, we usually don't do anything.

In 1978, Harvard researchers did "The Copy Machine Study." They tested if people in line for a copy machine would let others cut in after a brief statement:

Version 1: "Can I use the Xerox machine for five pages?"

Version 2: "Can I use the Xerox machine for five pages because I'm in a rush?"

Version 3: "Can I use the Xerox machine for five pages because I need to make copies?"

Surprisingly, even a weak reason worked.

Version 1: 60% allowed the cut.
Version 2: 94% allowed the cut.

Version 3: 93% allowed the cut.

This shows that the word "because" is a powerful tool in influencing behavior.

Kaiiax is looking for a writer, part-time, remote.
All the info is here: https://www.work.ua/jobs/4963679/

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