Category: Writing

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Building consistent organic search traffic is every digital publisher’s dream. But what does it really take to make your content SEO friendly?

The good news is it is not a rocket science.

On top of that, despite what many people think, it has nothing to do with “tricking” Google into thinking your content is high-quality or SEO friendly.

SEO stands for “Search Engine Optimization”, which basically means making sure a search algorithm can easily access and understand your content. There’s no dark art involved.

Here are the steps you should take to make your content SEO friendly:

1. Match Your Content Idea to a Searchable Phrase (Search Query)

So you have an idea in mind which you feel like writing about. This is where any content creation starts: “I have something to say on this topic, and I feel like it will be interesting and/or useful”.

Is anyone searching for this topic?

Chances are, if you have come up with the topic, there should be other people who may feel intrigued enough to research it in Google.

But how exactly are people searching for it?

This is the key question you should ask if you want to generate organic search engine traffic to your future content.

You need to know what people type in a search box when trying to find answers to questions you are covering in your content.

So your first step is to find those actual search queries.

This exercise is also useful because it helps research. Knowing what people are typing in Google’s search box will likely help you discover interesting angles, narrow your initial idea down to make it more specific and even structure your future article to make it more useful.

So even if you don’t really care about organic search positions, keyword research is useful to do.

But how?

The keyword research process — at its core — hasn’t changed much over the years. We do have much more data to work with, but the actual process is the same.

These days, we have a variety of tools that help you identify a keyword to focus on. Here are a few tools and approaches you can try:

1.1. Type Your Terms into Ahrefs

Ahrefs’ Keyword Explorer is a great tool for that because it offers “All keyword ideas” tab that broadens your initial idea to related and synonymous terms.

So if you were to type [grow tomatoes] and click through to that section, you’d find both phrases containing the term (e.g. “how to grow tomatoes”) and related concepts (e.g. “when to plant tomatoes“):

This broadens your outlook and helps you come up with more words to include in your copy.

1.2. Discover What Your Future Competitor is Ranking For

If you’ve done at least some research on your content idea, you may have found some resources that are on the same or similar topic. So use those URLs to discover what they are ranking for.

Serpstats’ URL Analysis section is great for that:

Notice that Serpstat is also showing all “extra” search elements that show up for each query in Google, so you get a good idea of what your future target SERPs (search engine result pages) may look like.

Note that both of these platforms offer “keyword difficulty” metric signaling of the level of your future organic competition. Obviously, the lower the keyword difficulty is, the better.

On the other hand, the higher the search volume, the more clicks each SERP may drive. So you want to try and pick a keyword that has high search volume and low keyword difficulty.

Here’s a more detailed guide on keyword research for you to become better at it. And here are even more keyword research questions answered.

2. Put Those Keywords in Prominent Places

While the process of researching keywords hasn’t changed much, the way we use keywords within content has.

These days, we don’t sacrifice the quality or flow of our copy for the sake of keyword density. In fact, we don’t pay attention to how many times we have used those keywords on-page.

We do use those keywords in prominent places on the page to make both Google and our human visitors more comfortable and confident there.

To put it simply, upon landing on your page, your users should clearly see terms they initially typed in the search box. That will put them more at ease and prompt them to linger a bit longer.

Keyword prominence means making your keywords visible on the page. It helps both search engine optimization and user-retention. Both of these help rankings.

Basically, you want those keywords to appear in:

1. Page title
2. Page URL slug (which in WordPress will be transferred from your title anyway)
3. First paragraph
4. Page subheading(s)
5. Image alt text (Do make those alt text descriptive as it helps accessibility)

Many SEO plugins (like Yoast and SEO Editor) can handle a lot of these SEO elements, so it is a good idea to pick one.

3. Use Semantic Analysis to Match Google’s Expectations and Make Your Content More Indepth

As I have already stated before, Google has moved away from matching the exact query to the pages in its index. Ever since its Hummingbird update, Google has slowly but surely become better and better at understanding each query context and searcher’s intent behind it.

To match that context better and optimize for the intent, use semantic analysis, which is basically about clustering each query into underlying and related concepts and covering you in your content.

Text Optimizer is a tool that takes Google’s search snippets for any query and applies semantic analysis to identify areas of improvement. Text Optimizer can be used for writing new content from scratch:

You can also use the tool to analyze your existing content to identify areas of improvements:

As you can see, Text Optimizer also helps analyze whether your content meets the query intent.

To increase your score at Text Optimizer:

• Choose the most suitable words for your content and include them naturally into your article. Avoid keyword stuffing. Only choose terms that you find fitting your current context.
• You may modify sentences or write new ones until you reach at least 80%

4. Diversify Your Content Formats

Google loves textual content, but the Internet in general and Google in particular has moved beyond text-only. Web users expect to see more formats, including videos and images. And Google recognizes that demand for content diversity, so it will feature all of those content formats.

In my previous article for Convince and Convert I described how videos improve SEO on many levels, including more exposure in search engine result pages and better on-page engagement.

With that in mind, any time you work on your article, think which other content assets can be created to enhance its value and improve SEO.

Luckily, creating videos doesn’t require any budget or skills. With tools like InVideo you can turn your articles into videos in a matter of seconds:

• Select “I want to convert article into video” option
• Paste in a maximum of 50 sentences (I usually use the tool to turn my article takeaways or subheadings into a video)
• Pick the template and let the tool do the job
• You can upload your own images (screenshots), tweak the subtitles and select the music

You are done! Now, upload the video to Youtube, add a keyword-rich title and description and embed it to your article.

For images, you can use Venngage or Visme to create nice visual takeaways or flowcharts (in case you have instructions to follow).

5. Set up an On-Page SEO Monitoring Routine

Finally, there’s always room for improvement, so monitoring your organic traffic is an important step here.

The must-have tool for that is Google’s own Search Console, which will show you which queries are sending you traffic. Just check your “Performance” tab regularly:

Another useful tool to have is Finteza, which shows your organic traffic performance allowing you to dig deeper to see whether your organic traffic clicks engage with your ads.

… or whether each search query sends traffic that brings conversions.

6. Don’t Forget External (Off-Site) Signals

Obviously, it is more to Google position than on-page optimization. You still need those backlinks that would help Google assign some authority to your content. But that’s a topic outside of the scope of this article. Besides, there’s a lot of content already written on that. And here’s another collection of tips on how to build links.

Finally, the above steps apply to any kind of optimization, whether it’s a blog, product pages or lead-generating landing pages.

I hope this guide will help you optimize your content to make it easier for Google to understand and hence help the search giant’s algorithm assign search positions it truly deserves.

The post How to Make Content SEO Friendly appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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Building consistent organic search traffic is every digital publisher’s dream. But what does it really take to make your content SEO friendly?

The good news is it is not a rocket science.

On top of that, despite what many people think, it has nothing to do with “tricking” Google into thinking your content is high-quality or SEO friendly.

SEO stands for “Search Engine Optimization”, which basically means making sure a search algorithm can easily access and understand your content. There’s no dark art involved.

Here are the steps you should take to make your content SEO friendly:

1. Match Your Content Idea to a Searchable Phrase (Search Query)

So you have an idea in mind which you feel like writing about. This is where any content creation starts: “I have something to say on this topic, and I feel like it will be interesting and/or useful”.

Is anyone searching for this topic?

Chances are, if you have come up with the topic, there should be other people who may feel intrigued enough to research it in Google.

But how exactly are people searching for it?

This is the key question you should ask if you want to generate organic search engine traffic to your future content.

You need to know what people type in a search box when trying to find answers to questions you are covering in your content.

So your first step is to find those actual search queries.

This exercise is also useful because it helps research. Knowing what people are typing in Google’s search box will likely help you discover interesting angles, narrow your initial idea down to make it more specific and even structure your future article to make it more useful.

So even if you don’t really care about organic search positions, keyword research is useful to do.

But how?

The keyword research process — at its core — hasn’t changed much over the years. We do have much more data to work with, but the actual process is the same.

These days, we have a variety of tools that help you identify a keyword to focus on. Here are a few tools and approaches you can try:

1.1. Type Your Terms into Ahrefs

Ahrefs’ Keyword Explorer is a great tool for that because it offers “All keyword ideas” tab that broadens your initial idea to related and synonymous terms.

So if you were to type [grow tomatoes] and click through to that section, you’d find both phrases containing the term (e.g. “how to grow tomatoes”) and related concepts (e.g. “when to plant tomatoes“):

This broadens your outlook and helps you come up with more words to include in your copy.

1.2. Discover What Your Future Competitor is Ranking For

If you’ve done at least some research on your content idea, you may have found some resources that are on the same or similar topic. So use those URLs to discover what they are ranking for.

Serpstats’ URL Analysis section is great for that:

Notice that Serpstat is also showing all “extra” search elements that show up for each query in Google, so you get a good idea of what your future target SERPs (search engine result pages) may look like.

Note that both of these platforms offer “keyword difficulty” metric signaling of the level of your future organic competition. Obviously, the lower the keyword difficulty is, the better.

On the other hand, the higher the search volume, the more clicks each SERP may drive. So you want to try and pick a keyword that has high search volume and low keyword difficulty.

Here’s a more detailed guide on keyword research for you to become better at it. And here are even more keyword research questions answered.

2. Put Those Keywords in Prominent Places

While the process of researching keywords hasn’t changed much, the way we use keywords within content has.

These days, we don’t sacrifice the quality or flow of our copy for the sake of keyword density. In fact, we don’t pay attention to how many times we have used those keywords on-page.

We do use those keywords in prominent places on the page to make both Google and our human visitors more comfortable and confident there.

To put it simply, upon landing on your page, your users should clearly see terms they initially typed in the search box. That will put them more at ease and prompt them to linger a bit longer.

Keyword prominence means making your keywords visible on the page. It helps both search engine optimization and user-retention. Both of these help rankings.

Basically, you want those keywords to appear in:

1. Page title
2. Page URL slug (which in WordPress will be transferred from your title anyway)
3. First paragraph
4. Page subheading(s)
5. Image alt text (Do make those alt text descriptive as it helps accessibility)

Many SEO plugins (like Yoast and SEO Editor) can handle a lot of these SEO elements, so it is a good idea to pick one.

3. Use Semantic Analysis to Match Google’s Expectations and Make Your Content More Indepth

As I have already stated before, Google has moved away from matching the exact query to the pages in its index. Ever since its Hummingbird update, Google has slowly but surely become better and better at understanding each query context and searcher’s intent behind it.

To match that context better and optimize for the intent, use semantic analysis, which is basically about clustering each query into underlying and related concepts and covering you in your content.

Text Optimizer is a tool that takes Google’s search snippets for any query and applies semantic analysis to identify areas of improvement. Text Optimizer can be used for writing new content from scratch:

You can also use the tool to analyze your existing content to identify areas of improvements:

As you can see, Text Optimizer also helps analyze whether your content meets the query intent.

To increase your score at Text Optimizer:

• Choose the most suitable words for your content and include them naturally into your article. Avoid keyword stuffing. Only choose terms that you find fitting your current context.
• You may modify sentences or write new ones until you reach at least 80%

4. Diversify Your Content Formats

Google loves textual content, but the Internet in general and Google in particular has moved beyond text-only. Web users expect to see more formats, including videos and images. And Google recognizes that demand for content diversity, so it will feature all of those content formats.

In my previous article for Convince and Convert I described how videos improve SEO on many levels, including more exposure in search engine result pages and better on-page engagement.

With that in mind, any time you work on your article, think which other content assets can be created to enhance its value and improve SEO.

Luckily, creating videos doesn’t require any budget or skills. With tools like InVideo you can turn your articles into videos in a matter of seconds:

• Select “I want to convert article into video” option
• Paste in a maximum of 50 sentences (I usually use the tool to turn my article takeaways or subheadings into a video)
• Pick the template and let the tool do the job
• You can upload your own images (screenshots), tweak the subtitles and select the music

You are done! Now, upload the video to Youtube, add a keyword-rich title and description and embed it to your article.

For images, you can use Venngage or Visme to create nice visual takeaways or flowcharts (in case you have instructions to follow).

5. Set up an On-Page SEO Monitoring Routine

Finally, there’s always room for improvement, so monitoring your organic traffic is an important step here.

The must-have tool for that is Google’s own Search Console, which will show you which queries are sending you traffic. Just check your “Performance” tab regularly:

Another useful tool to have is Finteza, which shows your organic traffic performance allowing you to dig deeper to see whether your organic traffic clicks engage with your ads.

… or whether each search query sends traffic that brings conversions.

6. Don’t Forget External (Off-Site) Signals

Obviously, it is more to Google position than on-page optimization. You still need those backlinks that would help Google assign some authority to your content. But that’s a topic outside of the scope of this article. Besides, there’s a lot of content already written on that. And here’s another collection of tips on how to build links.

Finally, the above steps apply to any kind of optimization, whether it’s a blog, product pages or lead-generating landing pages.

I hope this guide will help you optimize your content to make it easier for Google to understand and hence help the search giant’s algorithm assign search positions it truly deserves.

The post How to Make Content SEO Friendly appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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There are about 615 million devices in the world using ad blockers. This easily represents the biggest civil rebellion in the history of the world. In a loud, clear chorus, our customers are saying “stop interrupting me with these ads.”

The ad industry’s response has been to try to get around these ad blockers and show people more ads. Which, is the dumbest possible response.

As I was doing research for my book Marketing Rebellion: The Most Human Company Wins, it dawned on me that consumers have been in rebellion against marketers for more than 100 years.

I thought it was poignant that the first TV remote was invented in 1950.  As soon as there were TV ads, there was a device invented to get around them!

Here’s the lesson we can learn from the history of marketing. The consumers always win. Always.

And the latest battleground is cookies.

Cookies must die

In the digital world, cookies are small pieces of data sent by a website and stored on the user’s computer by their web browser to perform many essential functions. They can be used to verify the account a user is logged in with, record the webpages a user has visited, compile long-term records of a user’s browsing history, and build up a profile of our customer’s interests, preferences, and habits.

Cookies have become the backbone of the digital marketing and advertising industry, enabling tactics like targeting, retargeting, behavioral marketing, programmatic advertising, and much more.

Studies show that ad targeting has been worth more than $25 billion by allowing advertising to more effectively reach relevant (usually) consumers. Many of my customers and personal friends have built their entire companies through the benefit of cookies.

Undeniably, ads that follow you around the web have created a powerful economic engine.

But they also creep people out.

And these spooked consumers have said “no.”

The U.S. Congress, the European Union, the California attorney general and dozens of state governments have said that the cookie-based digital economy cannot stand as-is. This is a violent disruption to our world of eCommerce, much like the rebellion we saw with the ad blockers.

Resistance is futile.

Recovering from the cookies

Last week Google sent shock waves across the industry when it faced reality and announced it would phase out third-party cookies for Chrome over the next two years. This, of course, followed announcements by Apple, Firefox and others.

A post-cookie economy will cause a lot of heartache to retailers and perhaps destroy some business models. As panic sets in, there will be efforts to fight against the changes, or at least find ways to get around them.

Predictably, the advertising trade organizations went ballistic.

“Google’s decision to block third-party cookies in Chrome could have major competitive impacts for digital businesses, consumer services, and technological innovation,” Dan Jaffe, group EVP of government relations at the Association of National Advertiser, and Dick O’Brien, who has the same title at the 4A’s, said in a joint statement shared with Marketing Dive.

“It would threaten to substantially disrupt much of the infrastructure of today’s internet without providing any viable alternative, and it may choke off the economic oxygen from advertising that startups and emerging companies need to survive,” they wrote.

Once again, fighting to keep something in place that consumers hate is an understandable but short-sighted response. It delays the inevitable. The consumers will eventually win.

One possible alternative to cookies is contextual targeting. But if this becomes another way to abuse consumer privacy, we’re just going down another hole that will eventually be legislated away.

We have to get ahead of the curve and learn to go to market in a way that not only respects privacy but helps guarantee it.

We will figure it out.

We’ve all been down this road of disruption before.

I was in a marketing leadership position with a Fortune 100 company the first time the internet dramatically rocked my business world.

I was responsible for selling huge volumes of packaging products to beverage companies such as Coca-Cola, Anheuser Busch, and Coors. These contracts ran into the billions of dollars and the high-stake negotiations could run for 12 months or more.

All that went away in a single day.

In the early days of the internet, our customers started using reverse auctions (also called Dutch auctions).

All of the packaging suppliers would log into the same computer account and place their bids for the annual contract. There was complete transparency. Everyone could see every other company’s bids. And then we watched the price drop like a rock as competitors lowered their bids, minute-by-minute.

Competitive and panicked sales managers countered with desperately low prices as the clock ticked down — an emotional reaction as their high-volume business evaporated in the closing seconds. In a span of 20 minutes — not months of negotiations — an entire annual contract was completed before our disbelieving eyes.

A century-old business model had been disrupted. Sales and marketing in our industry had been re-invented. I literally didn’t know how we could stay in business under those conditions. Maybe that’s how you’re feeling now with the Google announcement.

But we did stay in business. Eventually, we transcended the chaos and adjusted to a new reality. And that’s the way it’s been with every business disruption in the history of the world.

The consumers always win

The lesson is, the best marketers need to get ahead of the consumer curve. The consumer rebellions always win, so stop doing what people hate.

Seriously.

Robo-calls? Stop it.

Piles of unwanted direct mail litter? Stop it.

Lead nurturing (a friendly way to say you’re spamming people until they block you). Stop it.

And cookies? Well, our customers generally don’t want to be creeped out and tracked anymore.

So we’re going to have to stop that too. It may seem impossible, but we will find alternatives.

The new mindset

I recently wrote that the new marketing mindset must move from “change our customers” to “come alongside our customers.”

Today’s customer possesses the accumulated knowledge of the human race in the palm of their hand. We should trust that they can make their own decisions.

So let’s find a way to come alongside them and help them have a life that is meaningful, healthier, more profitable, less stressful, more fun, awe-filled, adventurous, delicious, loving, joyful, and beautiful.

There are lots of ways to do that without violating the privacy of our customers and angering them. Just watch.

Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

Illustration courtesy of Unsplash.com

The post The cookies must die. appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

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They say opposites attract.

That holds true, even in a Hero’s Journey story.

And while you may craft opposing characters who find themselves attracted to one another, you would be wise to study these universal relationships—also known as themes—that great stories have utilized for generations to the benefit of their readers.

Here are the five essential Hero’s Journey themes that will thrill your readers!

What Is a Hero’s Journey Theme?

As we get started, let’s define just what kind of “relationship” we’re talking about here.

The beauty of these Situational Relationships is that they function like the utilities of a well-constructed building: They’re invisible. Only a reader with a trained eye will be able to detect your intentions.

Another benefit of using these Situational Relationships is that they resonate with readers of all ages and backgrounds. They are simple and easy to understand.

They’re also commonly known as themes, driving concepts underpinning stories from start to finish.

Yet they are inherently ripe with opportunity for deep exploration and clever innovation. That’s why, after explaining each theme, I’ll provide some “Tips for Innovation” so you can hit the ground running with these essential archetypes!

5 Themes of a Hero’s Journey

Ready for the five Hero’s Journey themes? Let’s get started!

1. Good vs. Evil

Perhaps the most obvious Situational Archetype is the classic dichotomy between the forces of Good and the forces of Evil. This trope has been successfully used by storytellers like George Lucas and classic Western authors to great success.

In this theme, your protagonist and their companions are on the side of Good. They defend values such as Freedom, Compassion, Justice, and Mercy.

What they ultimately represent, though, is Selflessness. These are the kind of people who would sacrifice their desires, and even their own lives, for the sake of others. That is what we have come to define as “Good.”

“Evil,” therefore, stands opposite to this. Evil embraces Control, Pain, Injustice, and Cruelty, all for the sake of acquiring as much land, power, or wealth as possible. Evil is ultimately Self-serving. This is why we tend to raise our children to be selfless, or “Good,” rather than destructively selfish, or “Bad.”

By aligning your protagonists with virtues of “Good” and your Shadow, Threshold Guardians, and Devil Figure with sins of “Evil,” you lay a moral foundation for your story that will make innate sense to your reader. Everyone knows, to an extent, what kind of behavior is “good” and “bad.” By connecting your characters to various virtues and vices, you can build your story’s world by using age-old assumptions about right and wrong.

How to Innovate:

While coordinating your characters’ morality along the lines of Good and Evil is a fine starting point, you’d be wise to complicate things just a little. If you’re familiar with older television shows that had to conform to strict content guidelines, you know that stories with clearly defined morals of Good and Evil can come off as inauthentic or even cheesy.

That’s why it’s wise to complicate your characters with some moral “gray area.”

In practice, this “gray area” means blending Good traits with Evil ones. For example, your heroic, selfless Hero may struggle with some amount of selfishness (like fear or an instinct for self-preservation). This struggle is believable and easily related to by your reader.

Similarly, complicate your villains with some “Good” traits. It is often these enduring traits, like kindness or loyalty, that make readers fall in love with despicable characters, like Darth Vader and Hannibal Lecter.

Then there are characters whose moral compass is wildly uncertain. Known as the Shapeshifter, this character will often swing back and forth between Good and Evil traits, ultimately choosing between selflessness and selfishness. One such beloved character is Captain Jack Sparrow.

2. Haven vs. Wilderness

It isn’t just characters that should find themselves sorted between two opposing forces. Settings should, too.

The ultimate purpose of your story’s setting is to provide textured resistance to your Hero’s pursuit of the goal. While it may often be beautiful, it should always be dangerous. And while your settings may include pockets of safety and security, those pockets must be under threat or limited to a deadline.

Put simply, locations in your world exist on a spectrum stretching between Haven and Wilderness.

A Haven is a place of safety and restoration. Not only will your Hero needs moments to pause and restore his/her supplies and spirit, but your reader needs these locations as well. Haven settings function as waypoints. They are often locations the Hero travels to in order to find a clue or tool that helps on the journey.

And while a Haven may be a place of relative safety, it must always be under threat from within or without. The enemy is not far behind. A spy lurks within. Or a ticking clock forces the Hero to quickly move on.

Then the Hero resumes his or her journey into the Wild. And the Wilderness can be both a physical one (desert, tundra, the vacuum of space, a swamp, the depths of an uncharted forest) and a spiritual one (loneliness, being a foreigner, exile, guilt).

Ideally your story takes the Hero into and through both kinds of locations with the intensity (and resistance to the journey) increasing with every foray into the Wilderness.

How to Innovate:

Readers like to be surprised within the safe context of the familiar. Consider ways that traditional “havens” might be wild and dangerous (especially for introverted or outdoorsy types) and the “wild” might be a comfortable haven.

Many storytellers have found ways to explore the ways that humanity and its creations (machines, the city) can be alienating and deadening. Whenever you flip these locations on their heads, you aim to give the reader a fresh experience.

Just make sure that your Wilderness always resists the Hero’s pursuit of the goal. That is what distinguishes Haven from Wilderness. A Haven restores, while the Wild resists.

3. Nature vs. Machine

This Hero’s Journey trope is incredibly popular and widely used. Have you ever noticed that the good guys are often outgunned? And have you ever noticed that the good guys, to overcome these incredible odds, will rely on clever uses of nature to win?

Many stories do this, from Indiana Jones to Avatar to The Lord of the Rings.

These stories use this theme because it works. There’s something cathartic about the Ents overthrowing Isengard or Indiana Jones taking down a German tank with nothing but a whip, a rock, and his grit.

In the world of your story, Nature is usually represented by trees and animals. Machine, meanwhile, is usually some mechanized weapon, like a tank, helicopter, plane, or some other unnatural creation of man.

This theme represents a harsh truth that many readers know: Man is painfully effective at destroying nature. Through deforestation, pollution, rising ocean temperatures, mass extinctions, and more, mankind is leaving a deathly footprint on the Earth.

Yet even as we all consciously or unconsciously contribute to various natural disasters, we innately want the Earth to win. Nature, after all, is beautiful. Trees and mountains and horses and sunsets are beautiful. Tanks, while “cool,” are not beautiful.

How to Innovate:

The obvious way to implement this theme is through battle.

But there are more subtle ways to bring the reality of this dichotomy into your story.

One way this happens is through spirituality. When a character acts in faith, rather than reliance on technology, the effect is immediate: Audiences love it. Think of the end of Star Wars when Luke uses the Force to destroy the Death Star, rather than his targeting computer. It’s awesome.

You can also layer this conflict in your story’s world through setting description. What kind of violence or destruction against nature is occuring? How is this affecting the characters as they pursue their own goals?

Or consider writing a story where mankind’s attempts to control nature (through machines, of course) fail and go horribly wrong? This especially works when the characters are mindful of this theme and the havoc it wreaks. That’s why Jurassic Park is so beloved over its woeful sequels. It actually dares to ask the tough questions about man, his love of mechanical control, and the wild power of nature to defy anything that would control it.

4. Father vs. Son

I don’t care how great your father or mother is. There is probably something about them that drives you crazy.

That’s the heart of this crucial relationship. Since fathers and sons (and mothers and daughters) are cut from the same genetic cloth, there will always be reason for conflict and reconciliation.

In a Hero’s Journey, this can appear in two ways:

• Your hero is the son/daughter
• Your hero is the father/mother

For examples of the Hero being the son/daughter, think of Star Wars, Indiana Jones, or Pixar’s Brave.

For examples of the Hero being the father/mother, think of The Odyssey, Freaky Friday, or (one of my absolute favorites) Arrival.

The key is that usually both the Hero and their parent (or child) are both Good. Yet they differ in traits that are Good, and also differ in complicating “Evil” traits as well. These differing values create the difference that result in the conflict that we all know so well from our own lives.

How to Innovate:

The best way to innovate within this theme is to be willing to explore multiple points of view. This is why Freaky Friday is a beloved coming-of-age comedy.

Another crucial method of innovation is to avoid age-specific stereotypes. This will reduce your Father vs. Son relationship to mere name-calling that never penetrates the surface of your characters.

Age, and the experiences that go with it, are entirely relative to each and every individual who has ever lived. No son or daughter feels ignorant, emotional, immature, or unbalanced. In their mind, everything makes complete sense.

And similarly, no father or mother feels strict, cranky, unfair, or uncool (well, maybe some do), but not in the way they might be labeled as such by their frustrated children.

In a nutshell, everyone is trapped in their own experience and merits empathy. That’s why you, as the storyteller, need to consider how to give each point of view its own valid weight. Otherwise your story might devolve into stereotypes and assumptions about whatever age group you feel is in the wrong.

5. Sibling vs. Sibling

Whether brothers by birth or brothers by adoption, siblinghood is the perfect dynamic for conflict.

Guardians of the Galaxy and The Avengers benefited from sibling angst, as the conflict between Nebula and Gamora anchors the plots of multiple films. Shakespeare centered the conflict of King Lear around warring sisters and brothers.

Just as parents and their children share enough traits to call themselves “family” but enough differences to become enemies, siblings experience the same conflict but with an added twist: Competition.

Rarely do parents and children compete for the same prizes. While parents are busy trying to make money, their kids are trying to win sports competitions, love, or god-knows-what. But two brothers can easily compete for the same pretty girl’s affections. Two sisters can easily go to war over the same stockpile of scholarships.

That’s why we’ve all heard of sibling rivalry.

And it begins young. Even now, my five-year-old daughter is learning to share time, food, toys, and her parents’ affections with her baby brother who hasn’t learned to say “Please” or “Thank you.” She’s doing all the heavy (sacrificial) lifting. It’s by God’s grace alone that she hasn’t tried to sell him on Ebay!

Centering your story’s conflict around two feuding siblings taps into age-old tension that your readers will understand quite well. It’s also something you can use for side characters (like Nebula and Gamora), villainous henchmen, or the primary antagonist of the story (Thor’s sister in Ragnarock).

How to Innovate:

Perhaps the most overused version of this relationship pits brother against brother as enemies. This dates back to myths of Oedipus’s children, when his sons kill each other in civil war.

And while the siblings-as-protagonist-and-antagonist form can still be relevant, it may be far more interesting to your reader to put both siblings on the same side and force them to work together. How will they overcome their individual ambitions to achieve a common goal? How will they maneuver the challenges and conflicts of varying traits (some of which are self-serving, or “Evil”) in order to stay united?

This duel-protagonist structure can work with brothers, sisters, or both. Avengers: Age of Ultron had it both ways, as Scarlet Witch and Quicksilver are twins recruited to fight the Avengers, only to be recruited to the side of “Good” before the story’s end.

Opposites Are Attractive to Your Readers

Each of these themes takes two similar things and shows the contrast between their two extremes:

• Morality: Good and Evil
• Human Inhabitability: Haven and Wilderness
• Naturalism: Nature and Machines
• Reproduction and Age: Father/Mother and Son/Daughter
• Children in the Same Family: Siblings

When you craft your story in a way that explores these extremes, readers will love it. You reap the benefit of exploring familiar themes, but in new ways that are unique to the world of the story you are telling.

So how will you implement these situational, relational archetypes in your next Heroic Journey?

Can you think of examples of any of these Hero’s Journey themes? Are there other opposing pairs you find in stories? Share in the comments below!

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