How to Create High-Converting Affiliate Content that Also Ranks in Google with Kevin Meng

Last updated: Jun 21, 2023

The video is about copywriting for affiliate content and how to make it rank in Google, with Kevin Meng sharing tips on adding emotion, personality, and writing from a benefit standpoint instead of a feature standpoint.

The video is a podcast interview with Kevin Meng from webcopymasterclass.com, discussing the importance of copywriting in creating high-converting affiliate content that also ranks well in Google. The conversation covers topics such as adding emotion and personality to content, writing from a benefit standpoint, and blending writing for SEO and conversion. The interview also touches on the role of AI in copywriting and how to create unique, niche-specific copy that drives conversions. The podcast is sponsored by search intelligence, and Kevin shares his background in copywriting and working with affiliate SEO clients.

  • The podcast discusses copywriting for affiliate content and how to make it rank in Google.
  • Kevin Meng shares tips on adding emotion, personality, and writing from a benefit standpoint.
  • The conversation also talks about using AI to create unique and niche-specific copy that drives conversion.
  • The podcast is sponsored by Search Intelligence.
  • Kevin has been in copywriting for about seven or eight years and got started teaching English in Europe.
  • Adding emotion and personality to copy can help connect with the audience and make them feel something.
  • Writing from a benefit standpoint means focusing on how the product or service can benefit the customer.
  • Most web copy sounds like academic writing, which is not effective for the web.
  • Kevin is focused on content for SEO sites and is training writing teams and consulting.

How to Create High-Converting Affiliate Content that Also Ranks in Google with Kevin Meng - YouTube

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Introduction

  • The podcast is about copywriting for affiliate content and how to make it rank in Google.
  • Kevin Meng shares tips on adding emotion, personality, and writing from a benefit standpoint instead of a feature standpoint.
  • The conversation also talks about AI and how to use it to create unique and niche-specific copy that drives conversion.
  • The podcast is sponsored by Search Intelligence.
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Kevin's Background

  • Kevin has been in copywriting for about seven or eight years.
  • He got started when he lived in Europe teaching English and then moved to Chiang Mai, Thailand.
  • He met a lot of affiliate SEO people in Chiang Mai, including Matt Diggity and Jay Carl Kanger.
  • Working with affiliate SEO people helped him see the results and talk to clients more, which was an advantage for him.
  • Being part of the affiliate SEO world has been really helpful for him.
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Adding Emotion and Personality

  • Adding emotion to copy can help connect with the audience and make them feel something.
  • Personality can make the copy more interesting and engaging.
  • Using personal stories or anecdotes can help add personality to the copy.
  • Using humor can also help add personality, but it should be used carefully and not offend anyone.
  • Using a conversational tone can also help add personality and make the copy more relatable.
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How to Create High-Converting Affiliate Content that Also Ranks in Google with Kevin Meng - YouTube

Writing from a Benefit Standpoint

  • Writing from a benefit standpoint means focusing on how the product or service can benefit the customer.
  • It's important to understand the customer's pain points and how the product or service can solve them.
  • Listing features is not enough; the copy should explain how those features benefit the customer.
  • Using specific examples can help illustrate the benefits and make the copy more convincing.
  • Using social proof, such as testimonials or case studies, can also help show the benefits of the product or service.
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Transitioning from Traditional Writing to Web Copy

  • Most web copy sounds like academic writing, which is not effective for the web.
  • Traditional English training is fine for academic writing but not for the web.
  • Writing a lot in school helps with research and formulating cohesive thoughts.
  • Being an English teacher helps with explaining things succinctly and building vocabulary.
  • Some skills from traditional writing translate to web copy.
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Kevin Meng's Current Work

  • Kevin is focused on content for SEO sites.
  • He is not doing much writing anymore but is training writing teams and consulting.
  • He helps people build documentation, SOPs, writing guidelines, and templates.
  • He shows people how to make briefs and trains writers on them.
  • He is also working on a software for hiring and training writers.
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Adding Emotion and Personality to Affiliate Content

  • Adding emotion and personality to affiliate content makes it more engaging and relatable.
  • Using personal anecdotes and stories can help build trust with the audience.
  • Using humor can make the content more memorable.
  • Using conversational language can make the content more approachable.
  • Using visuals, such as images and videos, can also make the content more engaging.
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Writing from a Benefit Standpoint Instead of a Feature Standpoint

  • Writing from a benefit standpoint focuses on how the product or service can help the audience.
  • Writing from a feature standpoint focuses on the product or service's features and specifications.
  • Writing from a benefit standpoint is more effective because it addresses the audience's needs and desires.
  • It is important to understand the audience's pain points and how the product or service can solve them.
  • Using specific examples and case studies can help illustrate the benefits of the product or service.
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Key Skills for Writing Good Copy for Affiliate Websites

  • Understanding benefits and emotions is crucial for affiliate SEO content.
  • Copywriting concepts like benefits and emotions are easy to learn but not everyone knows them.
  • Clarity is the most important skill for writing good copy.
  • Being able to write clearly and concisely is essential for affiliate content.
  • Having a unique personality and tone can make your content stand out.
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Tips for Infusing Content with Emotion

  • Infusing emotion into content is important for making it engaging and memorable.
  • Using storytelling techniques can help create an emotional connection with readers.
  • Using descriptive language and sensory details can help evoke emotions in readers.
  • Using humor or personal anecdotes can also help create an emotional connection with readers.
  • However, it's important to balance emotion with clarity and conciseness.
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Writing from a Benefit Standpoint

  • Writing from a benefit standpoint means focusing on how a product or service can improve the reader's life.
  • Benefits are the positive outcomes that a reader can expect from using a product or service.
  • Benefits should be specific and tangible, not vague or generic.
  • Benefits should be emphasized over features, which are the specific characteristics of a product or service.
  • Writing from a benefit standpoint can help make your content more persuasive and effective.
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Adding Personality to Affiliate Content

  • Adding personality to affiliate content can help make it more engaging and memorable.
  • Using a conversational tone and writing like a real human being can help create a connection with readers.
  • Using humor or personal anecdotes can also help add personality to your content.
  • However, it's important to balance personality with professionalism and clarity.
  • Adding personality can help differentiate your content from other generic affiliate content.
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Emotion and Purchasing Triggers

  • Emotion means power and getting your point across in a strong way.
  • Purchasing triggers are emotions that make people buy things, such as convenience, shiny object syndrome, greed, and social proof.
  • Learning these triggers and framing the product's benefits in that way is important.
  • Frame the benefit in one of those emotions, such as saving from pain or being comfortable and durable.
  • The number one purchasing trigger to use on the web is speed and convenience.
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Writing for Benefits

  • Writing for benefits means focusing on the benefits of the product, not just its features.
  • Google has been clear that they don't want reviews that just regurgitate the specs of the product.
  • Benefits are what the product can do for the customer, such as saving time or money.
  • Benefits should be specific and relevant to the customer's needs.
  • Benefits should be written in a way that is easy to understand and relatable to the customer.
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Adding Personality

  • Adding personality to your writing makes it more engaging and relatable.
  • Personality can come from using humor, storytelling, or personal anecdotes.
  • Personality can also come from using a conversational tone and addressing the reader directly.
  • Adding personality can help build trust and credibility with the reader.
  • However, it's important to keep the focus on the product and its benefits, not just on your own personality.
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SEO and Keyword Research

  • Keyword research is important for SEO and ranking in Google.
  • Use tools like Google Keyword Planner or Ahrefs to find relevant keywords.
  • Include the keyword in the title, meta description, and throughout the content.
  • However, don't stuff the content with keywords, as this can hurt the readability and user experience.
  • Focus on creating high-quality, valuable content that satisfies the user's search intent.
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Writing for Benefits, Not Features

  • Benefits are better for copy and conversion than features.
  • Google recommends focusing on benefits in content.
  • Think about benefits in levels: feature, benefit, benefit of the benefit.
  • Example: ergonomic mouse with extra padding on the thumb.
  • Benefit: no hand pain.
  • Benefit of the benefit: no need for breaks, no carpal tunnel, no hand transplant in the future.
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Concrete Examples of Writing for Benefits

  • Think about what the product does (feature).
  • Think about what the reader gets from the feature (benefit).
  • Think about how the benefit manifests in the reader's life (benefit of the benefit).
  • Example: supplement with double the standard dose of fenugreek.
  • Benefit: more energy, muscle mass, less fat, better mood.
  • Benefit of the benefit: visualize more muscle, less fat, better mood, more control.
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Techniques for Writing High-Converting Affiliate Content

  • Boring content doesn't convert well.
  • Long sentences don't work well.
  • Infuse personality into content.
  • Think about benefits, not features.
  • Think about benefits in levels.
  • Visualize the benefit of the benefit for the reader.
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The Newness of Web Content Writing

  • Web content writing is still a new field.
  • Google has only been around for 20+ years.
  • Web content writing has only become popular in the last 15 years.
  • Writing for benefits, not features, is a relatively new concept.
  • Techniques for writing high-converting affiliate content are still being developed.
  • It can be difficult to apply knowledge of writing techniques to actual content creation.
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Structured Writing

  • Web content is a new field with not much authority or data yet.
  • Structured ways of writing are the best way to get regular quality.
  • Handing a writer a topic and brief without a structure won't work.
  • Junior SEOs are shown how to do things and follow a process to get better.
  • Artistic freedom comes after proving oneself with a structure.
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Infusing Personal Experience

  • Knowing your niche is vital to infusing the benefit of the benefit.
  • Personal experience is a big trust factor.
  • Being in the niche or having an experienced writer in the niche helps.
  • SEO people have sites in hundreds of niches, but personal experience helps.
  • Good copy versus good SEO will be discussed later.
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Infusing Personality

  • Wacky, unique, and fun web content is preferred.
  • Dry, factual, and straightforward writing is good for data-driven and technical writing.
  • Infusing personality requires thinking like a real expert in the topic.
  • Writing in a standard academic SEO tone turns off real enthusiasts.
  • Infusing personality requires thinking about how a real expert in the niche would sound.
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Ranking versus Converting

  • Good copy and good SEO are not the same thing.
  • Good copy focuses on converting readers into buyers.
  • Good SEO focuses on ranking high in search engines.
  • Good copy and good SEO can work together for high-converting affiliate content that also ranks in Google.
  • Writing from a benefit standpoint instead of a feature standpoint helps with both ranking and converting.
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Adding Personality and Emotion to Affiliate Content

  • Adding humor and memes can increase time on page and make content more enjoyable for readers.
  • Watching YouTube videos of experts in the topic can help with adding slang words, tone, and celebrities to the content.
  • Creating a document with the desired tone, slang words, and celebrities can help with infusing personality into the content.
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Building Backlinks with Freely Available Data

  • Using freely available data from official sources can help with building backlinks.
  • Creating a press release with the data and sending it to journalists can help with getting the story picked up by publications.
  • Search Intelligence is an agency that can help with building backlinks and PR campaigns.
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Bringing on Another Writer for Affiliate Content

  • Having strong documentation with standardized processes and clear deliverables can help with bringing on another writer.
  • Creating SOPS, good briefs, and outlines can help with the training process.
  • Testing and filtering all applicants and having a writing test can help with finding the right writer.
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Conclusion

  • Adding personality and emotion to affiliate content can make it more enjoyable for readers and increase time on page.
  • Using freely available data and creating a press release can help with building backlinks and PR campaigns.
  • Having strong documentation and a training process can help with bringing on another writer for affiliate content.
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Training Writers

  • Training writers is important for getting the best results.
  • Lower-priced writers require more heavy lifting.
  • A strict trial process with deliverables and a checklist is necessary.
  • Small tests and stepping stones are helpful.
  • Two thousand to three thousand word test articles can be overwhelming for writers.
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Creating Affiliate Style Articles

  • Affiliate style articles should be approached like sales pages.
  • A good headline is necessary to introduce the product and its benefits.
  • Social proof and benefits should be included in the article.
  • Include a call to action to encourage readers to purchase the product.
  • Use emotional language and write from a benefit standpoint.
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Writing Process

  • Start with a good headline that introduces the product and its benefits.
  • Include social proof and benefits in the article.
  • Use emotional language and write from a benefit standpoint.
  • Include a call to action to encourage readers to purchase the product.
  • Use a conversational tone and add personality to the article.
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Roundup Articles

  • Roundup articles are a good example of affiliate style articles.
  • Include a list of the top products in the category.
  • Include a brief description of each product and its benefits.
  • Use emotional language and write from a benefit standpoint.
  • Include a call to action to encourage readers to purchase the product.
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Pushing Back on Objections

  • Copywriters need to address objections that readers may have about a product.
  • One common objection is that a product is too expensive, so copywriters need to show readers that it is worth the price.
  • Another objection is that the review is biased because the writer is getting a commission, so copywriters need to be honest and show readers the negative aspects of the product as well.
  • Copywriters can also add personal experience to increase trust and credibility.
  • Strong calls to action are necessary to encourage readers to take action.
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What You're Going to Get

  • Affiliate articles should follow the same structure as sales pages.
  • The top section should include information about the product, its benefits, and its target audience.
  • Proof should be provided to show readers how the product will achieve its benefits.
  • Objections should be addressed, and personal experience can be added to increase trust.
  • A strong call to action is necessary to encourage readers to take action.
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Humanizing Products with Negatives

  • Copywriters should be honest and straightforward about the product, even if it means mentioning negative aspects.
  • Humanizing the product with negatives can increase trust and credibility.
  • Copywriters can also be direct and honest about what the product is and what it is not.
  • Being honest about the product is not necessarily negative, but it is important to manage readers' expectations.
  • Readers appreciate honesty and directness about the product.
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Writing for SEO and Organic Ranking

  • Copywriters and SEOs often struggle with writing for SEO and organic ranking while still creating engaging content.
  • Keywords, related keywords, and bullet points are important for SEO, but the content should still be engaging and informative.
  • Copywriters should focus on providing value to the reader while still optimizing for SEO.
  • Keyword stuffing and other black hat SEO tactics should be avoided.
  • Copywriters should aim to create content that is both informative and engaging while still optimizing for SEO.
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Importance of SEO and Quality Content

  • SEO is the most important part of creating affiliate content.
  • Having a baseline of quality content is necessary, but in the beginning, SEO should be the priority.
  • Velocity and publishing more content is important for building topical authority and getting a good Surfer score.
  • Quality should not suffer, but it should be above a certain baseline range.
  • As you grow, quality becomes more important, and that's how you take the next step.
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Improving Conversions and Bottom Line

  • Improving conversions from 1% to 6% or 8% can have a significant impact on the bottom line over time.
  • Increasing conversions can be done by improving the quality of content.
  • Flipping a site with a lot of content and authority but low conversions is possible by improving the content.
  • Having a baseline of quality content is necessary, but average content is fine in the beginning.
  • When it comes time to publish super important articles, focus on quality and start training the writers more.
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AI and Its Importance

  • AI has solved a particular problem in SEO, which is content and mass for cheap.
  • Creating 10, 20, 50, or 100 articles for super cheap and quickly is possible with AI.
  • AI is important for many people, but some may not use it because it can get in the way.
  • AI can be useful for solving the problem of mass content, but SEOs will still have the same problems with content quality.
  • Human editing can make AI-generated articles better.
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Balancing SEO and Quality Content

  • SEO and quality content are not in opposition to each other, but there is a tension that exists.
  • Having a baseline of quality content is necessary, but in the beginning, SEO should be the priority.
  • As you grow, quality becomes more important, and that's how you take the next step.
  • When it comes time to publish super important articles, focus on quality and start training the writers more.
  • Improving conversions can be done by improving the quality of content.
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Benefits of AI in Content Production

  • AI can help gain topical authority and content velocity.
  • AI can be used for inspiration and filling in gaps in content.
  • AI can write basic information about a topic.
  • AI is not good at adding emotion, personality, and writing from a benefit standpoint.
  • AI can be a good starting point for content creation.
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Using AI in Copywriting

  • Train AI to make decent content and less robotic sounding.
  • Get content to a 3 out of 10 with AI and then edit it to a 6 out of 10 with human editors.
  • Learn good content and copywriting principles.
  • Create a standardized process and implement it into all AI articles.
  • Use AI to create a ton of content that is at least pretty good.
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Potential Issues with AI in Content Production

  • AI is not at the level where it can create original thoughts.
  • AI can only summarize what is already out there.
  • AI content needs to sound human and have original thoughts added to it.
  • There are potential legal issues with using AI to create content.
  • It is unclear how Google will react to AI-generated content.
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Conclusion

  • AI can be a useful tool in content production, but it is not a replacement for human writers and editors.
  • Using AI to create basic content can free up time for human writers to focus on more important aspects of content creation.
  • It is important to train AI to create less robotic content and to have a standardized process for editing and improving AI-generated content.
  • There are potential legal and ethical issues with using AI to create content, and it is important to stay up-to-date on any developments in this area.
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Web Copy Masterclass

  • Web Copy Masterclass is a course that teaches how to write high-converting affiliate content with real data backing it up.
  • It covers the foundations of really good online content and how to research and write high-converting product reviews.
  • It also includes case studies and swipe files.
  • It is focused on affiliate content.
  • It is a writer's site.
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Training Writing Teams

  • Kevin trains writing teams.
  • He does everything through Facebook.
  • He doesn't have a writer website.
  • He offers consulting services.
  • He creates documents.
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Boom Rabbit

  • Boom Rabbit is a hiring and training tool.
  • It is in beta testing.
  • It works for hiring and training writers and editors.
  • It is a tool for planning to hire or train writers and editors.
  • It is a weird name.
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The Future of Writing

  • Good writers and editors will have more work than ever before.
  • Clients need someone to edit and keep an eye on their content.
  • There will be more and more content for everybody.
  • AI won't take anybody's job.
  • It is a fascinating boom that will be a boom for all of us that know what we're doing.

Watch the video on YouTube:
How to Create High-Converting Affiliate Content that Also Ranks in Google with Kevin Meng - YouTube

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