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REO Framework - for better content
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Jun 28, 2022
My explanation of the REO Framework for better content.
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hey uh this is totten from copy flight
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um
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doing a quick little video
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about something i call the reo framework
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i've thrown it around a few times on
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social media and everybody's always like
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what are you talking about and one of
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the things is like two years ago i
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started this blog post called real
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framework for better content for good
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content whatever
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and um i never finished it it got hung
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up a lot of things were going on in two
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years so
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um
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it kind of came back to me and i thought
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well i'll do a little video
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uh to go through this and it kind of has
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helped me maybe possibly jump start the
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blog post which i hope to have done uh
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shortly
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maybe in the next few weeks um across
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the figures
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and um so i thought i would sit down and
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do a little slideshow
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a little video talking about what the
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arial framework is
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and as you can see here on this slide it
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is for better content so the reo
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framework for better content
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um
1:00
so
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there is a problem
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uh with content in 2022 it actually
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existed for a while
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um we're basically overrun with content
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right there's so much content
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um out there
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there is um
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it's a crowd it's at least a crowded
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field loads of loads of content um and
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i'm not just talking about articles blog
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written
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content it's everything from podcasts to
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video to
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um
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you know
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to actual written content to ebooks to
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there's just a ton of it and because of
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that there's too much competition
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and people tend to pay attention to the
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best content
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another issue that exists
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here and now is that seo is changing
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dramatically actually has
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changed dramatically
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so some of the things you'll hear seo
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experts talk about is the expertise
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authority and trust
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that google webmaster tools talks about
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having the whole eat
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user intent there's a whole lot of other
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um
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things that are really matter but one
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thing that does matter also in fact it
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might be the most important thing is
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what
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might be said is quality content
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now you do have the eat it's really kind
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of a factor of ranking if you will that
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these are not really external they're
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kind of internal things but it depends
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on three things that you might or might
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not have going for you
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um
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so the question asks you know what is
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quality content well
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um
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[Music]
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that is something we could do a whole
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book about
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i have asked and i have read and i've
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looked and i've seen
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there are lots of opinions about quality
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content what what that is
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so quality content will be something
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that meets a certain standard of
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excellence and
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those standards are different from
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person to person honestly
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um
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and
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this content that stands out while
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maintaining those same standards
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um so
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a lot of things you'll see be done well
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uh unfortunately people pay attention to
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things that maybe aren't quite as
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important anymore like word count does
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your is your content 2500 words or more
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maybe it matters maybe it doesn't but
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there are
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certainly cases many cases of articles
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that are
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way less
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words than that that rank really well
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and then that doesn't account for actual
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web pages which often
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uh don't have that many pages on it
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so uh what i have done with the reo
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framework is used to kind of fill in the
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gaps of some areas where
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um people maybe miss on quality content
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and not only that
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these are things that you can execute
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every time
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so i want to take a look at this art
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this twitter this tweet by ross simmons
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who runs a foundation inc
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and um
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so we talk about what is quality content
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uh what is content that stands out and
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he gives example of some things and i
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think they're worth noting one do what
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most people would avoid
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um
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create something that is hard to
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replicate
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three execute an idea that makes you a
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bit nervous
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for study the marketing strategies of
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some of the greats
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and actually if you follow ross and
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foundationing they're always doing a
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deep dive into some content strategy
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some marketing strategy actually not
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content marketing really of a company
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who's done a great job and then the last
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one which seems kind of counterintuitive
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in this stage of age is stop relying on
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keyboard tools for all your content
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ideas and i agree with that i've
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actually
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not been using keyword tools
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for that for a long time i think in
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terms of topics and topic clusters
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mostly
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but also thinking types of articles um
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and i have this whole thing
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that call where that i have a word for
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it and i'm actually drawing blank right
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now but it's just
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you know this at the meta level these
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are the types of
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uh
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articles that you can do and there's
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lots of ways to
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bring to your front
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um types of things to write about
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and another thing that ross would say
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that i would agree with and i think
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makes things easier instead of writing
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five articles a week write one really
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good one
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and then repurpose it into various
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pieces of micro content
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things that would go into a podcast or
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uh on a video
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a slideshow that you might put on
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linkedin
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all kinds of things and they do a great
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job of talking about that uh it's it's
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an area that i struggle with because
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well you know i kind of handle my own
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thing and
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so i'm doing good to do a video like
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this
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but i want to get into what the ario con
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aureo framework is
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and um
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i think these will be three hallmarks
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three things you can use as a guideline
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for creating quality content
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are there other things sure there's
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other things you're gonna probably some
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somebody's gonna listen to and argue
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with me and say you need to include this
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or include this i'm not saying this is
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exhaustive list this is something that
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helps me remember to do these three
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things
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that
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if if i'm missing these things there's a
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huge gap in the content that i'm
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creating and i originally was writing
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this about blog posts and articles but
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let me tell you you can uh
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it translates to any kind of content
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you're creating
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um sometimes i think it's easier
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especially for me to
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put this into an article because that is
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the thing that i do the most
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kind of old hat if you will but when you
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start talking about blog posts and
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videos and
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i do i do video show on youtube um
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you know those kinds of things these are
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the things you want to try to do um
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regardless so let's dive into what the
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real framework is one r
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stands for relevant you want relevant
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content e stands for engaging
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and o stands for original let's talk
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about each one of these
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r is for relevant um i was actually
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looking through the blog post that i
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started writing i actually wrote some
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pretty good stuff about this but um
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there are three things you you need to
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be relevant one is you need to know your
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audience right you need to know
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your content must be something that is
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relatable to your targeted audience so
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you need to know your target audience
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not just know them
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but
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know what their needs are what their
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desires are what what motivates them if
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you will i'm not talking about
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demographics
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more of psychographics
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i believe in using when you're doing
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persona research using the jobs to be
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done framework this is not my area of
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expertise but if you want to know more
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about that i urge you to find
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adrian barnes on twitter she is the
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the person who does the best well
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the person i know who does the best
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content another thing you can dive into
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is get a copy of finding the right
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message by jennifer havis
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you can get a paperback or ebook for
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that and
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so she talks about doing the things
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that's the last on this list which is
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interviews and research
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um there has got to be this interview
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you may need the best way you need to do
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enter is interview your customer to
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learn what these things are
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now let me back up here if you're a
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maybe a software provider or something
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like that you may not know this
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instinctively
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you may actually have to interview them
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you may have to do surveys to ask the
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questions to get the answer
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but when you're in a service business
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this is something that i find
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interesting and i'm going to use my
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friend scott who runs a coffee shop in
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town that i go to
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i always like scott
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i like to use him as an example of
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someone who knows their audience
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as soon as people walk in he grew some
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by name why he knows them
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and he knows what they order now this is
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something that's not near as
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important as
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maybe your product management tool or
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whatever it is you're using uh it's just
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a cup of coffee in the morning but
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there's more to it than that
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i go in i like to tell them i go in to
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see a friendly face which is the truth i
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go and see friendly face
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i do love their coffee their coffee is
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my favorite coffee in town but in
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addition to that
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um
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there is the the sense of a belonging
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when i walk in believe it or not um the
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they call me by name um half the people
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in the in the in the coffee shop when i
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go in or someone i know or know of
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um
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so there's a real sense of belonging
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there which is not exactly
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the highest form of sexual uh
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self-actualization
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uh that a person can have
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but
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he knows what people want what they're
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looking for i come in and i say scott
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i'm having problems with sinuses today i
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need one of your t's he takes care of it
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um
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service industries are a lot like that
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for instance last year we had water
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damage and i got a person i know
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uh locally to come and clean that up he
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does this all the time we had a need we
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had
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water damage
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and the need was pressing you got to get
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it cleaned out
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you got to get rid of the mold and you
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got to throw out everything that's
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infected
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to get it back to where you can rebuild
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it
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there's not anything fancy about that
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that needs the same now there are things
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that go along with this right they need
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to trust the person who's coming in
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their house do the work
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you know there's all these other
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peripheral things that matter
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service industries often know
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uh their clients very well because they
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work with them one-on-one they meet them
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face-to-face it's a different dynamic
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than maybe a software company
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regardless uh that you need to know your
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audience you need to know what the
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motivators are uh for them to buy uh
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what problems they're trying to solve
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and and one of the things i like to say
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is you need to know their story
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i think service industry people know
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the story because they have
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done
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the kinds of things
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uh to close a cell which is face-to-face
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meeting and those kinds of things
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if you
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are
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a
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an agency or your software provider you
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often have to do a little bit extra work
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to do that
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that's where your interviews and
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research comes in i'm not going to go
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into that
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but it is about being relevant so you
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can create content
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that meets those needs those desires
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those things that they are really just
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being stressed about
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um and it it may be directly tied to
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your business and maybe uh something
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that is uh
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on the the outside of your circle uh of
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your business that that uh they need
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help with so uh number one in the real
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framework is be relevant
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number two
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e stands for engaging
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content needs to be engaging
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and if you go back to the first one
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which is relevant
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the first rule of engagement is being
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relevant because
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if it's not relevant then it's not
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engaging so that well i don't have that
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on this list here you've got to be
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relevant because there's nothing more
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boring than sitting through a
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presentation or reading something that's
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not relevant to you
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and so that's where you start you're
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hoping
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that it's relevant there are three
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things i'd like to talk about
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to help your content be more crea
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engaging first is create a hook
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you're creating interest basically
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and when you look at a blog post i like
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to talk about the introduction
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introductions can be really short they
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can be very unengaging
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but don't do that create a hook create
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an interest there's a lot of different
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ways to do that you see it in the movie
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industry
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um one of my favorite examples is the
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first deadpool movie
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um
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and this is example of what a lot of
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people do in movies the deadpool movie
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starts in the middle of the climactic
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battle
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and you see all this stuff going on and
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you know it's crazy what's going on and
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then the story goes backwards
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to fill you in up to that point
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um that is something a lot of people do
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another thing that you'll see in movies
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a lot of times is some kind of
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um catastrophic event some kind of
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something that sets the story in motion
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but whatever you do you want to create
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that interest
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that could has come in your headline and
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it also comes in
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your introduction
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so
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you want to try your best to be engaging
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by creating a hook
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creating that interest
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another thing you can do is
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give examples and by doing that you know
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we talk about them as analogies but also
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telling a story and i love to use
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storytelling
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for my examples because frankly
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there is a little bit of gap between our
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right and left brain right and um one
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side
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does pretty well with abstract the other
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side not
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and
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a point is often very abstract and
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sometimes we need to fill that gap
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by putting a story
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or analogy that helps
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bridge that gap
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and that's what story does and this is
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not you know something i mean it's
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actually a
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uh it's a scientific thing uh that you
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create that gap with the story so uh
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abstract thoughts are you know some
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people are very good at that most people
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are not
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even those that are good sometimes
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can benefit from having something that
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helps um
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give an example of the abstract point
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you're making
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and the last thing for engaging is
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specificity
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i had a hard time spelling that word i
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have a hard time saying that word
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but the ideal is to be specific the more
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vague
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and the more broad you are
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the the less likely people are to feel
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engaged
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it just you're kind of wondering you
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know is this about me is this
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is this something i relate to
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whatever so let me
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give you an example when i was in
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college
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i had this
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english composition teacher when i wrote
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um
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essays for her
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she would say dr mick if she said no
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todd
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i think you need to be a little more
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specific
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and it was something i always struggle
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with i still struggle with trying to be
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specific
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but
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um bespecificity
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kind of brings
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the picture
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into clarity if you will uh if you if
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you're br if you're broad vague
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then it loses his engagement
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the o
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for
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the ariel framework is original
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now
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when i use this i'm not talking about
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play plagiarism
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however never never never ever ever do
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that
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don't plagiarize period
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that's a given
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um
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but people
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will plagiarize and that's not what i'm
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talking about here but
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don't do that
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um so i put out four points
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to to kind of help us understand the
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idea of being original in your content
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[Music]
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when it comes to a topic
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that's been written about
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you know you take a topic like let's say
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digital marketing which is a very broad
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topic really uh 15 years ago it wouldn't
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have been broad but it is now
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um
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probably been written about
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in as many ways as you can possibly come
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up with
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but when i mean being original i mean
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don't write the article the way your
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favorite writer wrote it
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i'm talking about finding a different
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angle
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that is not easy to do but it is doable
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and frankly people who come from the
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journalism industry are very good at
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finding a different angle for an
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existing topic
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so you can learn something from some of
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your friends in journalism some have
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actually crossed over into content
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marketing
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and they are very good for this finding
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a different angle for an existing topic
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this is something that people write
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really well do
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when you do content
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um
18:18
finding a different
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angle can
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give your content
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originality
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another thing you can do original study
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um usually what people do is they
18:33
will find a study
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and sometimes they're not really the
18:37
best studies but they'll find a study
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actually what what you'll find a lot is
18:41
people will link to
18:42
an article to talks about a study which
18:45
is linked to another article that talks
18:46
about the study and linked to another
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article that talked about the study
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and then linked to another article that
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actually links to study so sometimes
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it's really hard to actually link to the
18:56
study when i'm using a study
18:59
or information from a study an article i
19:01
tried to go get the original source
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so
19:06
first of all if you're writing about a
19:08
study go to the original source and cite
19:11
that
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uh but
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i find original study
19:15
creating your own resource your own
19:17
study
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can is a very original thing to do and
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so
19:22
i actually did that for a client last
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year i said well nobody's doing this
19:26
right now so let's do it i did it
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um
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we created a study for a particular
19:32
industry and
19:34
got some data out of it and
19:37
it prompted somebody else to do the same
19:39
thing
19:40
and so
19:41
create original study then you say
19:43
that's hard to do absolutely it's hard
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to do remember what ross said do
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something that's hard to replicate
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um absolutely you do something i i have
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seen companies actually write books i
19:54
have at least two books on my shelf that
19:57
were more or less lead gins lead
20:00
generation
20:01
magnets
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people don't
20:05
generally write a book
20:07
as a
20:08
uh
20:09
original piece of work as a lead magnet
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and
20:13
i'm not saying it should be lead magnet
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but if you write a book it gives you
20:16
certain kind of credibility
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especially if it's about a topic that
20:20
you're in in the industry in which
20:22
you're in so
20:24
um
20:25
have original study write a book
20:28
something no one else does in your
20:29
industry um and so
20:32
i can see a lot of things that can be
20:35
done
20:36
in your industry that no one else does
20:37
especially if they do boring content
20:40
there's a lot of ways to go with that
20:42
but
20:43
it just takes some outside the box
20:45
thinking
20:46
if you're thinking if you're watching
20:48
what other people are doing and you're
20:50
doing that and that's all you're doing
20:52
then you're going to keep doing that
20:53
you're going to be copying continue to
20:55
copy what someone else is doing but you
20:57
could do something totally different
20:58
what happens when you do something
20:59
totally different
21:01
it gets attention
21:03
and you're a little nervous right you
21:04
put that out in the opens like it's a
21:06
little bit nervous that's something else
21:07
that ross talked about if you're putting
21:09
it out and you're just a little bit
21:11
nervous about it
21:12
uh i have done that um
21:15
so
21:17
it's it makes it it's nervous but it
21:19
always garners
21:20
uh interest and
21:22
people like it um
21:24
can like it it can be a
21:26
welcome piece of content for your
21:28
audience and then the last thing and it
21:31
actually goes into what i just said
21:33
create something entertaining be
21:35
creative
21:36
um
21:37
we feel like sometimes we always have to
21:39
do this boring content we gotta write
21:42
blog posts we gotta pump out the blog
21:44
posts and
21:45
um
21:46
what about doing something different
21:48
what about
21:49
doing a piece of creative work it's
21:51
original it's different
21:53
i can guarantee you probably no one in
21:56
your industry is doing that so
21:59
create something that's entertaining
22:01
because frankly you're fighting for
22:03
people's attention and if you can have
22:05
something entertainment entertaining and
22:07
then kind of sneak in some
22:10
some some point or topic um then
22:13
that's fine too so
22:15
um the the oh from the reo framework is
22:19
be original find a way to use
22:21
originality
22:24
so
22:25
just to recap the reo framework
22:28
relevant be relevant know your audience
22:30
know what their needs and motivations
22:32
are and their all that kind of thing
22:34
their problems pain points be engaging
22:38
don't be afraid to use storytelling
22:40
and uh
22:42
just just be sure that you are
22:45
basically bridging that gap between
22:47
the abstract and the non-abstract
22:50
um and then original be original and
22:52
there's lots of ways to be original do
22:54
something different
22:55
uh think outside the box it's gonna make
22:58
you nervous
22:59
but do it anyway
23:01
so that is
23:04
my little video
23:06
for you today and
23:08
if you want to know more i am todd uh
23:11
jones and i am the founder of copyfly
23:14
and
23:15
we you know there's a lot of things we
23:17
like to do but basically help companies
23:20
simplify their message make it easier to
23:22
understand
23:24
know what to write on our website i'm a
23:26
content creator a storyteller and a
23:27
digital marketer a few years ago i
23:29
discovered the power of storyteller and
23:31
storytelling and i never looked back
23:34
ever since i used uh strategic
23:37
storytelling to help companies with
23:38
their messaging
23:40
so
23:41
i have a show called messaging matters
23:43
on youtube which you're welcome to find
23:45
on the copy flight channel and
23:49
i talk about
23:51
how
23:52
your message matters
23:54
uh for your company so thanks for
23:56
watching today i appreciate it and uh if
23:59
you've watched this video be sure to
24:01
tweet at me at t jones and say hey
24:04
thanks for the video or i got some
24:07
feedback for you or whatever appreciate
24:09
it