Niche Site Duel – Update #4: Content Strategy
You know the cliche: Content is king.
When it comes to these niche websites (this probably applies more to micro-niche sites), however, I don’t believe content is king. Traffic is king. Monetization strategy is queen. Content may actually only be the prince or princess. If you’re trying to build a real authority site (with a broad base of content, with subscribers and a community), you can ignore what I’m saying here. In that case, content is probably king.
But if you’re merely providing content in order to make a commission one way or another, content merely needs to be sufficient in quantity and quality. I’m sure people are going to disagree with me, but I believe this to be generally true for smaller niche sites. Okay, enough with the royal family analogy. Allow me to explain.
For a small niche websites, content generally exists for one or more of the following reasons:
1) To pre-sell a product or service (for which you’re trying to earn an affiliate commission)
2) To provide content for Google to crawl (i.e. to get more organic traffic)
3) To garner trust from visitors (so that they are more willing to purchase products through your affiliate links)
Don’t get me wrong – I’m not saying that you can simply throw together two pages of garbage content and expect the money to come flowing in. That’s far from the truth (though people still do make money despite garbage content). All I’m saying is, you need to determine the quality and quantity of content that is sufficient for your site to succeed. Then, it really becomes all about getting traffic (for SEO traffic, most time will be spent building backlinks), and figuring out how to turn that traffic into money (monetization strategy).
If you get too caught up in trying to make your content perfect, you might fail simply because you’re not giving enough attention to traffic and traffic conversion. Please do not infer that content is not important. It just isn’t the most important factor. Okay, back to the niche site duel.
My Content Strategy
For my P90X review niche website, my content is going to need to be fairly widespread due to the fact that I’m not trying to drive sales of any one particular product. Ideally, I’d like to focus on the sale of the actual P90X system, however it has become slightly less important now that I’m doing it through Amazon (if you don’t recall, this is because of a mistake I previously made), which has a weak commission structure.
I plan on having content cover these four primary areas:
1) P90X progress
2) Equipment & Gear
4) P90X Alternatives
Although you may not care specifically about this content (if you’re not interested in home fitness, dieting, and that sort of thing), I think it helps for you to know what I plan to include in my niche site, so you can get an idea of the depth I’m going to cover. If you’re creating or planning to create a niche site similar to this, you’ll want to map out your planned content the same way.
Here is some more detail about each general content area that my niche site will include:
This is exactly what it sounds like, and it’s what my P90X blog mostly consists of right now. In some cases, I will write posts about individual days within P90X, but otherwise I will write posts that cover multiple days or an entire week at a time. This section will also include before & after pictures, as well as my numbers/results of each workout.
I consider this to be the “meat” of my site – this is the reason people land on the site. They are either currently doing P90X and want to see how others are tackling the various workouts, or they are considering purchasing P90X and they want to understand what it’s all about. This part of my content is extremely important because it’s what gives my site credibility. It’s what separates me from a 2 page sales letter that tries to push you to buy P90X.
Within this content, I’ll include contextual affiliate links to P90X itself, as well as various equipment that I use. When it comes to the health & fitness niche, there are a lot of garbage products out there, so credibility and trust are important here. Detailing my progress (and in general, being transparent) will really set up the rest of the site as an income source for me. Keep in mind that I’m not being deceptive at all – I am literally writing about my actual experiences.
Equipment & Gear
To be blunt, this section exists primarily to make me money. When people attempt to turn their home into a place where they exercise and become fit, they will need to own certain equipment. You can buy everything you need from P90X’s website (through Beachbody, the company that sells P90X), but everyone knows that these aren’t the most cost-effective products.
So, what I’ll do is compare various products that are available, and when applicable, point out the products that I’ve actually purchased and used. Each one of these articles will aim to drive the visitor to Amazon.com, in most cases, to purchase the products that I discuss. It’s worth mentioning again (I’ve said this several times before) that even if the visitor doesn’t buy the exact Amazon product I’m reviewing, I will still get a commission from anything purchased on Amazon within 24 hours of the affiliate link being clicked.
In order to get great physical results with P90X or any other exercise program, your diet is at least 50% of what drives your results. Therefore, it makes sense for me to discuss dieting. I haven’t written anything for this category yet, but I have a few possible ideas:
- Discussions of various cookbooks (Amazon affiliate link)
- Specific healthy recipes that I’ve enjoyed
- Dieting informational products (Clickbank affiliate link)
I think I need to be careful in this area, because any Clickbank product I promote will most likely be for a dieting strategy that I have not tried myself. My best course of action here is to read reviews and make sure that people generally don’t feel like the product is a scam. Furthermore, I’ll need to disclose that I’m merely discussing the products, but have not used them. I think it’s important to make that distinction, because I would hate for someone to feel cheated from something that I’ve recommended. The good thing is, Clickbank products have a 60-day moneyback guarantee, so there’s always the reassurance of being able to return the product for a refund.
The good thing about the health and fitness niche is that people are never done pursuing it. Health and fitness are lifelong concerns, and there isn’t one magic pill to solve your issues. Therefore, people are always buying new products, looking into new diets, and trying to find ways to get healthy and stay healthy. Even for myself, I’m not sure what I’ll do when I finish P90X. Maybe I’ll do another 90 days or maybe I’ll try something else.
Therefore, I’m going to write about other products similar to P90X. This should be a profitable move for me, because I know my audience (after all, I am one of them). I know what people are searching for, so I’m just going to help give them options. I’m not sure yet exactly what alternatives I’m going to write about. There are a number of fitness programs offered by Beachbody that I can probably promote through Amazon or Commission Junction, and I know there are many high-converting Clickbank products that are hot right now.
Hopefully, this has given you some insight into how exactly I plan to mold the content of my site in order to successfully execute my monetization strategy. Remember – I could be writing the best content in the world, but if I have no traffic and no way to monetize the content, I’m not going to see a penny.
What do you think about this strategy? I’m open to your feedback and suggestions, so please let me know in the comments!
Stay tuned for future niche site duel updates, including how my traffic, search engine rank, and earnings are doing, as well as a detailed look at my backlinking strategy. Be sure to subscribe to the RSS feed (if you haven’t already) so that you don’t miss future updates!
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