How Content Marketing Started – Module 1 – Lesson 2 – Content Marketing Unlocked

– [Neil] Hey everyone, it's Neil Patel, and today is another day of
content marketing unlocked. Today we're going to be breaking down the history of content marketing. We actually have some really cool, fun, interesting stats for you that'll help you make your content better, and of course, get more traffic, which is the goal in the long run. As I mentioned, four week
course, we're on week one, and today we're going to be covering the history of content marketing. Content marketing has gone
through a really long history and I'll go into it in a bit. It really involves the same elements that have really improved over the years but a lot of them is
still the same elements, like storytelling. Storytelling is that age
old marketing technique that's been used for thousands
and thousands of years. But nowadays things have digitized and there's a web and the
internet because of that.

There's also influencers and
the people who tell the stories make bigger of an impact, but you also had influencers
back in the day as well. So, where content
marketing really started, and started to take off is in 1895. John Deere published a magazine "Furrow" which was an architectural magazine, or agricultural magazine,
sorry about that. And each issue reach millions of customers in just a few decades, making it a pioneer in content marketing. Now this next example
is one of my favorites, and this is the Michelin Star. You know how you go to restaurants, there's Michelin's Stars one, two, three, and over the years, it's
brands like Michelin that created this in the
early 1990s or 1900s, sorry, and that was because they wanted more people driving around in cars.

And here's another interesting
concept, soap operas. And the reason they're called soap operas is because a lot of these dramas were sponsored by soap companies and they air during the day, and it was a partnership between radio and television programming, and they created a lot
of these soap operas. And then you have digital marketing that enters the digital age because of Google, YouTube,
Facebook, Bing, Yahoo, and the list goes on and on. People are now creating
content in different forms, like video, audio, and it's
helped really spearhead things and now everyone's consuming content even on devices like Alexa or Google Home. Here's a quote from Sergey Brin, one of the founders of Google, "We saw that a thousand results weren't necessarily as
useful as 10 good ones. We believed we could
build a better search.

We had a simple idea that not
all pages are created equal. Some are more important." So when you're creating content, it's important to know, yes,
there's different types, but you need to create
amazing, awesome content or else you're not going
to do well in the long run. So whatever type of content you decide that you want to go with, and choose whether it's
a blog post, or a video, or a course, or eBook, or
a Forum, it doesn't matter. There's some things that you need to do if you fundamentally want to succeed. It first starts off by
understanding your target audience. If you don't understand
your customer's needs, what they want, their problems,
how do you write to them? How do you end up creating content that sells and helps them, so then that way they have
that loyalty towards you? By understanding your target audience and what they're looking for,
you can better serve them and that'll help you generate
sales in the long run.

So some things to look
out for are the age, the demographics, the
location, the language, what part in the buying
process are these people in, who has a spending power, are
they in the B2B sector, B2C, are they a college student,
are they a high school student, are they, you know, a senior citizen, whatever they may be,
by understanding this, you're much more likely to create content that resonates to them. And once you find your ideal audience, you also want to analyze their behavior. What do they do on a daily basis, where do they spend their time? This is important because if you know that they spend all
their time on Facebook, would you want to promote
your content on Snapchat when they spend it on Facebook? Of course not, you rather
focus promoting your content for wherever they spend their time.

And the same goes, you know, it could be the opposite of situation. If all your audience is really young and they spend their time on
Snapchat, but not Facebook, why would you want to spend
all your time and energy promoting on Facebook? You would want to go with
that platform that they're on. And you'll get a better
understanding of this when you understand your customer journey. From how they discover their
problem, to understanding it, to figuring out solutions,
to what options they have, to looking at competitors
or multiple players, to even picking, and then applying that product to whatever problem that they
have, so that way it's solved. And if you're not sure
where to get started, a simple way is looking
at your competition.

If your competition is
doing something well, and you know they're being successful, then starting by looking at their strategy is an easy way to figure
out where to start. And I like doing this by
finding valuable keywords. The more valuable keywords you find, the more traffic you'll get. because as we learned
in our previous lesson, Google makes a majority of the revenue from content and keywords. Keywords help Google understand
what people are looking for. So how do you find
these valuable keywords? Well, first you need to
pick the right keywords because if you pick the right
ones, you'll make money, and if you don't you'll get traffic, but the traffic won't convert into sales, traffic without sales is useless. So let's take an example of Gillette. It's a big old company,
everyone knows them, owned by Procter & Gamble, they're one of the first
razorblade companies out there.

And if you think about them, all right, let's say you're selling razorblades, and you can do this
for anything, B2B, B2C, eCommerce services, it all works. So the first step is to go to Ubersuggest. And when you go to Ubersuggest, type in any keyword related to your field and click on the keyword ideas report on the left-hand navigation. And for this example, I
typed in shaving razor. It'll tell you all the other
keywords that are lucrative, that are great, that you should target, and it bases them on search
volume, the cost per click, the SEO difficulty, which
is the number on the right, the higher the number, the
harder it is to rank for, the lower the number, the
easier it is to rank for. Ideally you want to find
keywords that are 40 or under when it comes to SEO difficulty, because those are easier to rank for.

And you want a higher cost per click because if more people are
spending money on that keyword, it means it drives more sales. You can also find a lot of
amazing examples on Wikipedia. When you search for anything,
let's say like shaving, it'll give you things or keywords or ideas and what people are searching for such as the history of shaving
mints, shaving in religion, these are all things that
you could potentially target.

Reddit's another one. You'll say, "Oh, okay, people aren't just looking for shaving, they're looking for razors, they are looking for shaving
cream, maintaining a beard." Yeah, you may be like, "Hey,
why would someone use a razor to maintain a beard?" But look, if you're
selling shaving products, why wouldn't you sell beard products, because not everyone wants a clean shave. Forums are another great place. You can type in your
keyword on Google plus Forum and you'll see what people
are typing or discussing. Things that people are
discussing more frequently than others, typically are
keywords that are good. Now going back to Ubersuggest, if you're still on the
keyword ideas report, there's multiple tabs like
suggestions, related questions, prepositions, comparisons.


If you click the related type, you'll find the most amount of keywords. You should definitely look here because it'll give you more ideas as well. Same concept, find keywords
with a high cost per click and a low SEO difficulty. SEO difficulty is also stands for SD. And then I love going to the questions because you can see what
questions people have. This gets people earlier
in the buying journey before they really
understand their problems, and then you can help them
solve it with your content and then with your product. You can also look at prepositions, those are longer term opportunities. And then of course, there's Google Trends. Google Trends shows you
if something's going up, down, seasonal, what other
trending topics are there, gives you more ideas of what to go after.

I also love Quora. Quora is an amazing place with a lot of question and answers. The ones that have a lot
of votes, a lot of replies, typically have keywords that are juicy because Quora gets a ton of
their traffic from Google. Amazon Reviews are another place if you're seeing everyone
talk about the same thing, probably topics and keywords
that you should be going after, because people are
interested in that topic. Now, going back to Ubersuggest
on the left-hand navigation, I want you to click on Content Ideas.

This will show you blog
posts around the web based on popularity from social
shares to estimated visits, the visits are based on
Google traffic and backlinks. So the more estimated visits
they have from Google, the more backlinks they have, and the more social shares, the more traction that content has gained, which means the more popular it is. And when you're going through it, just make sure you're picking
blog posts that are good, high in quality, and
consider going out there and creating better
versions of that content because that'll get you traffic.

If it already worked once, if you create a much better version of it, the chances are you're
going to do well too. And then I want you to go back
to the Keyword Ideas Report and look for upselling opportunities. And some of these could be, you know, comparison keywords like Dollar
Shave Club versus Gillette, or Gillette versus Harry's, or Dollar Shave coupon
code, Dollar Shave Soap, Dollar Shave shaving cream. Anytime people are
looking for these things, and you already know they are
searching for your products, consider adding them
on upsells or checkouts or create content around them, and you can talk about Dollar Shave Club, but if I was Gillette
I would then talk about how we offer X, Y, and Z that
Dollar Shave Club doesn't so people should come back. Now, if you pick the right keywords, your content will be more successful, get more traffic, and
you'll generate more sales. If you don't well, you won't do well. So I want you to refine your keyword list.

Look at all the keywords you found, look for the ones that
have high search volume, ideally above 1,000, worst-case above 250 that are low in competition. In other words, have a
lower SEO difficulty score of 40 or lower, have commercial
intent like buying keywords the longer the more
descriptive the keyword, the more commercial intent, and then you want to group them together so then that way, you
know where to use them. When you refine your keywords, think about which ones
have good profit margins, the higher the CPC,
typically the more value, and the more money that
is going to make you if you rank for it. I also like taking my
keywords, group them together, and create content on the same topics. So I wouldn't have 10 blog
posts on how to shave, I would have one post. And yes, if a lot of people are searching for Dollar Shave Club, I may have one or two
articles on Dollar Shave Club, I wouldn't write 10 or 100
articles on Dollar Shave Club.

But by being more specific and having more thorough
content and less pages, you'll tend to do better in the long run. Now here's an interesting
chart from Hrefs. What they found is the easier the keyword, the less traffic it has,
the lower volume terms. You can get rankings much
quicker in less than a year while the more competitive
terms can take well over a year. For some of the noncompetitive terms, you can get results within a few months and start dominating search
and getting sales and traffic.

Picking the right keywords is
what I do on And it's done so well, I now generate over 10
million visitors a month. That's the power of content marketing. But it doesn't just have to work for service-oriented blogs like mine. It could also work for
product-based websites like Kraft Heinz, as they say, content marketing ROI is 4X our original traditional ad spend. And that's from Kraft Heinz. That's amazing case study and example. And if you look at what they're doing, they understand the
customer, they take the data, they create content, and
then they engage with them. That process works really well. Nerdwallet is another company
built on content marketing. They get a ton of traffic. If you haven't heard of
them, it's a finance site. As you can see, they're getting millions
of visitors a month. The guy who created a Nerdwallet creates really detailed
content on saving money and getting better credit
cards, loyalty programs, travel.

And he lost his job, got laid off. He created a Nerdwallet with $800, and now it's worth over
a half a billion dollars. We have clients who are
leveraging content marketing in pretty much every industry. So whether you're like a
Nerdwallet, or Gillette or services, or accountant, or a restaurant, a local
business, e-commerce, it doesn't matter, it literally works for every single industry. Now I want you to go to, click on Content Marketing Unlocked, and then I want you to click on the second video in week one. And what I want you to do is
fill out these two lessons.

The first one is the content steps is to Find and Refine Your Keyword List. And the second one is a
Content Outline Template. So make sure you complete both of them, it shouldn't take you more than 30 minutes to do both of them, and that'll help you get started on your journey
in content marketing. Thank you for watching this lesson. If you enjoy the video,
subscribe to my channel, leave a comment, if you have any question,
I'm there to help you out. Share it, tell people
about this free course. And of course, if you need extra help and you want us to do your
content marketing for you, check out my ad agency,
Neil Patel Digital..

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