In this candid conversation, we sat down with Jack Schrupp, an experienced blogger who has mastered the art of creating engaging content. Jack shares his insights on the world of blog writing and what has contributed to his success.

 

MA: From what I understand, blog posting has been the #1 marketing technique that has worked well for you. Can you go into how you got into blog writing?

JS: I got into blog writing because I recognized the immense potential of content marketing. It’s a powerful way to connect with an audience. I wanted to provide valuable information and answer my customer’s questions even before they asked them. That’s what started my journey into blog writing.

MA: The purpose of blog writing, is it to get new eyes on your product. Traffic? Conversions? What is ‘successful blog writing’ in your eyes?

JS: The primary purpose of my blog is to attract new eyes to my product. I’ve found it the most effective marketing strategy for me so far. And I have complete control, unlike media, for example. It’s all about creating content that appears organically when potential customers are seeking solutions. My product often happens to be the perfect solution, so it’s a win-win. Ultimately, the goal is to drive traffic and convert those visitors into customers.

MA: What’s your research process in developing an idea for a blog?

JS: Research is the backbone of my blog writing process. I rely on keyword research tools to identify topics with high search volume and low competition. But I also pay close attention to my customers. Their inquiries and requests often serve as valuable sources of inspiration for my blog topics. I have a method for writing my titles, which is always including my product in the title ‘protein powder’ as well as the issue or key demographic it’s for. For example, protein powder for pregnant women. Once this pops up in searches, because it’s so niche, it has a high chance of conversion. 

MA: That’s a great tip. Wow. Do you have some must-have apps for blog writing?

JS: I prefer to keep things simple. I believe in the power of effective writing tools, and I don’t rely heavily on apps. Good old-fashioned word processors and content management systems work just fine for me.

MA: Do you use AI at all? If so, how? 

JS: No, I don’t use AI for blog writing. In my experience, AI can’t match the creativity and nuance that a competent human writer can bring to the table. It has its strengths, but when it comes to crafting engaging blog content, the human touch remains irreplaceable. And I like writing.

MA: Let’s talk quantity. How many blogs do you aim to post every week (or month)? Why?

JS: I aim to post approximately 2 blogs per week. That frequency strikes a balance between maintaining the quality of my content and ensuring consistency in my publishing schedule. It’s what fits into my busy schedule while still delivering valuable content to my readers.

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MA: The internet certainly is a content beast. It takes a lot of work. Two blogs a week may seem a lot to some marketers, but if it’s your core strategy, it’s certainly worth investing your time in it. Is there an ideal length of a blog for you?

JS: Generally, I aim for around 1000 words per blog post. I find that this length allows me to comprehensively cover most topics and provide in-depth insights, which is important for keeping readers engaged and informed.

MA: Do you have a writing framework for these blogs?

JS: Yes, I do. I’ve developed a consistent formatting style that I use for my posts. This framework is based on my needs and preferences and helps maintain a cohesive and recognizable brand voice throughout my blog. It also helps with writing – I have a flow.

MA: Do you do keyword research? What does this process look like?

JS: Absolutely, keyword research is a crucial part of my strategy. I utilize keyword research tools to identify relevant keywords with high search volume and low competition. However, I also keep a close eye on customer queries and feedback, which often leads me to unique keyword ideas.

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MA: Would you suggest having images in your blog?

JS: Without a doubt! Incorporating SEO-optimized images is essential for enhancing the user experience and improving SEO rankings. Visual content complements written content and can help convey information more effectively.

MA: When did you start noticing blogs were working for you? Was it instant? I know people are told to do it because of SEO, but it can take a while to kick in (as opposed to ads), so what kept you going?

JS: It wasn’t instant gratification. It took over a year before I started seeing substantial results from my blogging efforts. However, what kept me going was the feedback from customers who found my company through my blog posts. Their success stories fueled my motivation to persevere. Blogging is a long-term strategy, and patience is key.

MA: Do you check in with past blogs for performance and work from there on new ones?

JS: Absolutely, I regularly assess the performance of my previous blog posts. It’s essential to understand what’s working and what’s not to refine my strategy. This analysis helps me continuously improve and deliver more valuable content to my audience.

MA: Do you ever go back to old blogs and edit them?

JS: Yes, I do. I believe in keeping my content fresh and relevant. I revisit and update existing posts every week to ensure they remain up-to-date and continue to provide value to my readers.

MA: Any other tips and tricks you’ve found with blog writing?

JS: One tip I’d like to emphasize is to always put yourself in the shoes of your user or customer when writing. Understand their needs, questions, and pain points, and tailor your blog content to address them directly. It’s the secret to creating truly engaging and effective content.

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