Stanford Webinar – Creating Demand with Content Marketing

great well thanks bad appreciate the setup in the intro and thanks everyone for joining us here today we're going to be driving into what I find an extremely exciting topic and that is the topic of content marketing and it's really that heart and soul of both inbound and outbound demand creation so let's just do some level setting first and talk first about demand creation and to get us started want to share with you one of my favorites this is an oldie this is actually from an advertisement that was put out by mcgraw-hill Publishing when they were trying to get people to really think about advertising but I just think it captures so much about what we're trying to do with demand creation I don't know who you are I don't know your company I don't know your company's product I don't know what your company stands for I don't know your company's customers I don't know your company's record I don't know your company's reputation now what was it you wanted to sell me which really is a tee up for something that we think about a lot in the marketing arena which is the hierarchy of effects essentially our job and demand creation is to move people through this hierarchy of effects starting with folks who are totally unaware of the product or unaware of the company getting Tim to that stage where they have general awareness taking them then to the stage where they have knowledge about what we have to offer from knowledge we go to liking from liking we take them into preference so they have a greater desire to buy from us than someone else to where they have a strong conviction to actually do something purchase another way of thinking about this or simpler way perhaps is demand creation is about creating that umbrella of awareness driving through to giving people that reason that they should consider us versus anything else out there and to finally where they're really starting to look at doing something or driving action for folks that may be involved in a more sales oriented function or a company that is very focused on sales the other way we look at this is called the funnel it's exact same thing it's about creating that awareness with activities above the funnel it's about using active to move a prospect through the funnel getting them through those consideration stages to finally where they take an action which is where sales comes in so this whole construct when we think about content marketing it plays a very pivotal role in getting people through that hierarchy of effects or in more of a sales vernacular getting people through that sales funnel and with the rise of everything that's going on in terms of the internet we are not in a world that is lacking for information we've really ended up in a place where there is a tremendous amount of information or information abundance and the problem that information abundance creates quite frankly is this idea of attention scarcity this is all what they're now calling attention economics the attention economy is not growing which means we have to grab the attention that someone else has today in short the role of demand creation has never been more important we're trying to grab that attention that is out there and content marketing ends up being just a super tool for us to use so when we think of demand creation we should also consider that there are two types of demand creation I mentioned this right up front there's both the inbound and the outbound types of demand creation inbound is really about strategies and tactics that are pulling prospective customers to you you're helping them find you found marketing's about strategy and tactics that push the prospective customers or in other words you're finding them the upside quite frankly of inbound is chances are you're getting more qualified leads because people are seeking you out there trying to find you and potentially there's a lower cost of sales because they're helping themselves to those original stages of awareness and consideration the downside is prospects have to be absolutely engaged in searching for you or they won't find you so you've got to make sure that the word is out there and you may get a lot of people that really aren't within your target audience again they're finding you you don't have a choice on the opposite side talking about out loud the upside is your actually identifying the specific people that you want to go after and you're creating potentially business development type opportunities the downside is a lot of people distress have distrust in this whole idea of outbound marketing or you pushing yourself upon them so when you're creating a demand creation program when you're bringing content marketing into that program important to think about having a blend of both of those and when you think about the vehicles that we have available to us as marketers on the inbound side you have things like blogs podcasts videos ebooks enewsletter all vehicles that are drawing people to you on the outbound side what we think of as more classically traditional marketing is about public relations analyst relations advertising Direct Mail email marketing you can read down the list now caveat some people might argue that things like PR are actually vehicles to draw people to you the reason why we put them into the outbound category is because you're still pushing your own message out you're still really driving to find them so in this universe of inbound and outbound demand creation you want to have a good blend of both and when it comes to content marketing what you really start noticing it is a lot of it really is about inbound it's the blogs it's the podcasts it's the video the ebooks white papers e-newsletters it's about things that have super interesting content and content marketing also does play a role in outbound as I mentioned earlier because it becomes the vehicle to draw people so if you have a lead generation program maybe you send out an email and you say hey we'd love for you to have this white paper click here and give us information that's how it would factor into the outbound side the content marketing has a lot to do with those inbound vehicles that we were looking at so kind of a really short synopsis about what demand creation is this role of inbound and outbound vehicles how we blend them use them balance them and where content marketing really starts fitting in that mix so what is content Marketing well there are a lot of different definitions out there researched a bunch of them but this is the one that resonated the most with me content marketing is the process for developing executing and delivering the content and related assets that are needed to create nurture and grow a company's customer base again think about that hierarchy of effects we address at the very beginning it's this idea of awareness consideration and then finally moving into action and content marketing can play a role in each of those areas so why content marking why all of a sudden are people getting really excited about this is almost its own area of marketing let's start out with an inside-out point of view by inside-out I mean it's about the company thinking about itself thinking about what's going on why something's valuable some great statistics here twenty seven million pieces of content are shared every day people are out there they find the content interesting they're actually sending it out to colleagues friends others that they think might have an interest in it people spend more than 50% of their time online reading content with an additional 30% on social media people are engaged this is where their interests are clicks from shared content are five times more likely to result in purchase and content marketing generates three times more leads per dollar than traditional advertising so it is a very appealing tool for a company to use in trying to win business out in the market but what's always important to me is that we balance it with an outside-in point of view by that we mean how are customers thinking about things how is that target audience we're trying to reach thinking about the picture here are another couple of great statistics 70% of consumers say content marketing makes them feel closer to the sponsoring company and 58% of online consumers trust the content as opposed to very few people who trust traditional advertising content so really good reasons of why doing content marketing from a customer's perspective it's something that they're really interested in it's something that they see brings value by the way that's a cardinal rule here in the whole content marketing world it's not about advertising stories it's not about pushing all your features and your benefits and why you're better than anyone else out there it's about providing truly relevant truly useful content and if you're still skeptical about should we be investing in content marketing is this something that my company should be getting more involved in well here's another statistic I thought might be useful to you content marketing is taking center stage 63% of marketers plan to increase their spending on content that they're providing out to their consumers to their users to their customers and when you think about this this is just a b2b phenomenon a b2c phenomenon well that statistic of 63% is an average when you think about b2b they're going to be investing six at 69% while b2c at 53% so this is a tool that you're seeing both in business-to-business b2b companies as well as business-to-consumer b2c companies and very few people are decreasing their spend which should be another reason why you think about it once or twice alright so now that we're grounded in what demand creation is about and what essentially content marketing is about let's talk about how we go do this so take a strategic approach it always starts with thinking about what the objectives are so top objectives of content marketing lead generation which is again more of that outbound demand creation push thought leadership and market education brand awareness and preference again hierarchy of effects creating that awareness creating that consideration which is about developing preference and a very tactical objectives SEO optimization great tool for being able to do that now I had said earlier that content is important to outbound and that there's a slight difference there let me just get a little more specific the reality is when you use content marketing in an inbound sense you're giving it away for free you're sharing it it's it's something you want people to get interested in so they eventually come and find you when you're using content is a part of an outbound marketing campaign you want to get something in return and traditionally what you'll do is put that content behind what we call a lead wall talk a little bit more about that in a couple of minutes but you're asking for information about them so you can reach out to them so that's kind of that difference between lead generation and pure thought leadership and brand awareness and lead generation part of the outbound world you're actually looking for something in return and coming to that point of lead generation it's probably is no surprise that is one of the number one drivers for people doing content you see here about 59% of people use content for lead generation it's one of those things that you have to give and that give to get relationship with prospects and people you're trying to have become leads and when you think about content as an offer it has so many other opportunities going back to those objectives like creating that thought leadership creating that brand preference around what you have to say all right now let's go back over to that discussion of lead walls again big difference between having it out there for inbound marketing versus outbound marketing is an outbound marketing you want something in return for giving that content out and traditionally well what you'll see is that lead wall is living on your website so you create a landing page for that specific campaign so maybe you send someone an email maybe it's a link in a newsletter and you say hey would love for you to have this content I think it's going to be super useful to you you direct them to a landing page on your site and then from there you have them register you ask them for that key information and essentially that's where the wall construct comes in you don't get the content unless I get information from you and there are different ways of gathering information you can ask for just a couple of simple things just the bare minimums of what you need to know maybe a name and an email address name and a telephone number or you can go to a long lead form you're actually asking for some additional details that help you qualify that candidate it shouldn't be surprising you'll see the statistics they're shorter does better we are all very private people the less information we have to give the better and what they have also seen happen is when you go to that longer form and you require people to provide that information oftentimes because of privacy reasons they'll hold that giving you the true information so you have to question whether you're really getting that much useful information about going long so one of the things to think about is you're putting a content program together is are you just going to give it out freely as an inbound marketing effort or are you actually going to require some information making it more part of a lead generation outbound campaign and when you do this how much information are you going to ask for in return so let's talk about the process when I read that definition of content marketing I try to highlight the word process because it really is about having a process and here are five steps that I commonly use and then there's a secret sixth one I'll also mention but the first step is defining your audience you have to learn what they're interested again taking that outside in perspective standing in the shoes of your customers and really learning what it is that would attract them that would make them want to find you second thing I do is I look at the market I research what others are developing on that particular area what topics are interesting to them do that for two reasons one I don't want to duplicate it I want to have the original content that out there is that I want to have original content out there because that's going to benefit my thought leadership my image in the market but I also want to see what others are writing about out there because it may spur additional ideas maybe they've talked about a topic but they haven't gone all the way with it I also do a little inventory internally once I've decided okay this is an area that I want to create around uncle and find out what we already have as an organization sometimes there's things that have been written and put aside diagrams that have been put together by say an engineering team that are all assets that I can leverage and it makes it faster and quicker to put the content together then you define what is that actual strategy going to look like and I'm going to give you a framework for how you put that together but then you decide what is the content you're going to produce when you're going to produce it step 5 pretty obvious creating the assets getting that content all together and then the secret one which we'll also talk about is number six which is distribution does no good to have content and not actually get it out into the market so five-step process very simple just very easy to be able to get that content marketing program together it's also important to think about what are the roles in content marketing so may seem pretty obvious but sometimes people will forget there are certain roles that actually are pretty critical to having successful content so the first role is the writer and probably very obvious they're responsible for authoring the story authoring the content you're putting together you've got the editor and these are the people that are actually refining it they're making the story better by the way shorter is always better tightening that story up having it really get to the key messages super critical the designer is the person that's responsible for the layout and the look of the finished content the distributor comes to kind of secret step in the process number six getting the content out there and then finally the publisher is the person who takes responsibility for making sure that there's access to that content say on a website or a third party site now don't get scared you don't have to have all these roles in one team now some companies do they're large enough they're investing enough in this that they'll go ahead and have these very distinct roles actually on their team and actually 47% of marketers have a dedicated content team the other configuration you'll see is people have multiple roles maybe the writer is also the distributor maybe the editor is also the designer so you can load up on the roles and then also you can use other people in your company to step in and assist with different parts of this but important to think through those roles if you just write it distribute it chances are it won't have the quality that it would have you had an editor involved and you actually took some time to design it and give it that look and feel so here's a framework or a template for building that content strategy going back to that step number four that we spoke about and again very simple tool identify who your target audiences are because you want to write for them what are the primary objectives why are you creating this content and then putting together that more tactical content production calendar and the reason it's important to get this down in paper is this isn't a one of people will actually think of content as a one up I got this great white paper let's get it out there what you really want to think about is this as a very holistic process a holistic plan that addresses the needs of the business and they have found that companies with these documented content strategies are going to be much more effective in what they're doing in content marketing so don't make it a random act of content go ahead and really put it out there and when we said content types we looked at look at this when we looked at the inbound and outbound vehicles as well but really it is about white papers case studies cheat sheets things with tricks and tips on them checklists that might be useful to someone when considering a topic webinars podcasts ebooks this includes things like reference guides and workbooks enews letters videos blog posts infographics remember we're all very image driven cartoons comics so lots of different opportunities to create content and if you get stuck go out there and look at what other people are doing there are some companies that have really done a great job these are some of my personal favorites I actually regularly register to get their content because I think they do such a good job of it but companies like HubSpot companies like el agua Pixability doing a lovely job with putting together content marketing so go out there and look see what other people are doing to be able to really help you think about your own strategy so when we think of sources of content there really are four primary ones first one is creative content this is really about what you create yourself what you and your team develop in-house the second is crowd sourced you'd be amazed at how many people are willing to help you to create content either something that you bundle together as a created piece or as content they just want to offer up customers great resource for this there are best practices there are tips and tricks on how they did something there's also the idea of curated content I'm a big fan of this personally this is where someone else goes and does the hard work for you as a consumer they go out and look at all the available content that's been written out there and they put it together and say hey here are five articles you as a CMO should read this week so you can curate other people's content have to be honest about it can't adopt it as your own but you can put it out there and you're doing the work form and finally the idea of syndicated content this is really where you're leasing content that someone else has written great example of that our industry analysts they'll put a report together on your industry on your company and then you essentially lease it or buy the rights to be able to put it out there on the market so there are different sources to get your content you don't have to just do all the writing yourself so something to think about all right so now you've got a strategy you've figured out the types of content you're going to put together you figured out where they're going to come from now let's really make sure that we get into a little bit of making that content really effective and headlines do make a difference the reason they make a difference is 80% of readers don't make it past the headline so if your headline isn't going to grab their attention chances are you're not going to get your content registered for or downloaded or accessed and traffic can vary up to five hundred percent based on that headline does that headline appeal to the audience that I'm really trying to get to does it really get to the folks that are going to make a difference in my business so headlines matter which means learning a little bit about copywriting can go Longway and these are a few of the techniques from the American writers and artists Institute and it's an approach that I have actively looked at and leveraged so make sure that you can be useful to the reader so when you're writing that headline make sure that it's something that the reader can zero in on and say yes this is content that I want providing them with a sense of urgency you can do this with things like five steps you can't miss by tomorrow really making sure that they see that this is something they shouldn't just give some day I'll go find that content that it's something they want to read now convey the idea that the main benefit is somehow unique that your content isn't something they've already read because again remember they're getting bombarded by a lot of different sources of information out there and then finally do all the above in a very ultra specific way that will assist them alright another question that comes up a lot as well how often do I have to produce content yeah I do I do it once a year once a month well again there is no set rule my guideline is know your audience find the right balance because if you put too much out there people will just turn it off make sure it's the right balance of types of content because again people may get bored if it's always a white paper coming out and then go for quality over quantity again this isn't a race to the end of how many pieces of content can I develop this is about really finding content that's going to resonate with your audience we'll talk again about that at a moment so how often here are some statistics I thought you might find interesting 38% of marketers publish content weekly or more often 42% of the aliquot community marketers produce at least one piece of content per week b2b marketers publish new content 16% daily 26% multiple times per week 17% weekly 19% multiple times per month so you start seeing that kind of that weekly theme is coming into there but again it's about knowing your audience and making sure that you can produce the right quality content all right secret rule number six of the process you gotta distribute it it does no good just to have content you have to think about how you're actually going to market the content and interestingly content marketers use traditional outbound demand creation vehicles to get their content out in the market here are some of the more popular ones social media putting it in a link perhaps it's in a tweet perhaps it's out there on one of your pages paid search making sure that people know that it's out there through that vehicle display ads offering up perhaps the display at its place in a publication you know that your audience wants to get to and they're going through that publication on regular basis you can advertise there let them know you've got some great content in addition to what's in the publication search out search engine optimization seo obviously clear email that becomes really more part of the lead distribution or lead generation type process syndication finding other people this is using syndication to distribute finding other people that will put your content out there for you and then usually there's an arrangement that perhaps for every time someone downloads the content you pay them a small fee and then finally content recommendation platform so think about the tactics you're going to use as well so you have to go through that full end-to-end process alright so what makes content ineffective well we already talked about the headline is important because you got to grab that attention you got get them in but what most people will say is it really is about audience relevance this gets back to that quality point it gets back to knowing your audience thinking outside in if it's relevant and it's something that's going to make a difference to them personally either in their work life or their personal life you're going to have a homerun you're going to make that breakthrough it has to be compelling and engaging make sure you write it well if you have a great topic but it's not written well again you're going to lose the audience in the process and what else makes it effective it triggers some type of a response or action that maybe just them sharing it with someone else or maybe them coming back to your company and saying I'd love to more about what you have to offer so think about what makes content effective and that will make your program more effective a little bit about search on all of this we said earlier that one of the objectives people have oftentimes around the content marketing program is search engine optimization that that desire to go higher up in the rankings of organic search and the reason for this is Googlebot loves great content it's one of the things that Google has optimized on in terms of search is looking for that right highly resonating content so Googlebot looks for great content if you've got great content out there then you're going to have the opportunity to get people back to your site and on that topic of great content we've talked about it has to be audience relevant but has to be authentic authentic content is what's going to win and it's going to win from a search perspective but it's also going to win with your target audience some people fall into this trap about I was just getting a lot of content out there this goes back to that guiding principle it's about quality content so just because you get SEO traffic doesn't mean it's good traffic be sure that your content appeals specifically to your target audience avoid that temptation to write too much than content just to get that morality going on provide meaningful resources for buyers in each stage of your sales funnel so think about the content your target audience wants the audience that's important to your business write that and you're going to win with that audience and you're also going to win with SEO okay top content marketing metrics I'm a big believer that you have to measure everything at some point someone's going to come back and say so how's that content marketing investment going how's that program going not to mention you yourself want to use that data to understand what content is resonating what is it that is going over with that audience so you can do more of that unless it's something that's not working so here are common content marketing metrics we use out there it's about the web traffic the number of visits that you get this is can be either because you're driving them therefore lead generation perspective or you notice an uptick and what traffic visits because that content is out there given freely as an inbound marketing tool it's about the views and the downloads on the content itself lead quantity if you're driving towards an outbound use of content for lead generation lead quality super-important that goes back right content authentic content relevant content to the audience conversion rates how many of those leads or how many of the people that come to the website actually do something further either on the website or as a prospect social media sharing are people out there really giving your content to the people that they care about and then like some Plus Ones always a valuable measure so important to know what your metrics are you're going to count and actually go through those then finally I'm a big believer at always understanding what the challenges are out there because we understand the challenges that you can work to eliminate those challenges from your own program so these are the top challenges that are facing content creators probably not a lot of surprises here but content creation can become too time-consuming alright so think about that five-step process and think about how you can make sure that you keep it moving so it doesn't become too time-consuming not enough content for their use cases alright so that means you have to get creative can a bunch of people in a room that you know from the company that also think big and help to have them help you come up with what the right content will be content is not entertaining or helpful well that gets back to being a good writer you can make content if you have the right content topic you can make it something that people want to read poor content integration across the marketing effort all right this is why we put that strategy in place this is not random acts of content content for good this is about making it part of the strategy lack of a content marketing budget well we talked about those four sources of content get creative you don't have to have a lot of money to do content marketing that's why it's such a great tool think about how you could crowdsource your content think about what content is out there that you could curate and then finally all about production and not having the knowledge or the training well again you can attend webinars like this get started a little bit lots of articles out there on content today don't let that be a barrier so think about those challenges so when you put your program together they're not challenges for you alright content marketing in a nutshell you got it we started with demand creation and what that's all about it how content marketing fits into both the inbound and the outbound parts of that we moved into talking about how you actually go through and put a content program together and then we talked about important things in the end like measurement and making sure you meet those challenges I hope that was super useful to you and go out and put a great content marketing program together alright let's jump into some questions first question I have here is what is the best way to solicit content from customers there's a wide gambit of tactics that I've used that I've seen used successfully first of all probably the one that's most commonly leveraged is that personal relationship that you might have either you as a marketer or maybe there's someone on the product team maybe it's someone in sales where you have poor customers that you know have done great things with your product or you're offering that personal relationship can be huge so I would say one of the first ways to solicit content is leverage the relationships you have in the organization to be able to really go out and talk to the customer and ask them for their support and their help another way that I've seen it done that's been very effective is if the company has a blog amazing like customers should you like to tell their stories customers do like to share their best practices there's this innate nature of all of us as humans of wanting to share of wanting to give back to folks so if you have a blog or maybe a newsletter some vehicle that you're reaching out to your customers that's also a good vehicle to say hey we're looking for customers that want to contribute we'll help you with the writing if you'd like to write it we'll help you with the editing but really putting it out there that you know our product or service better than anyone else out there we would love for others to benefit from your knowledge so using vehicles that you have for communication and asking people is another way to do it also if the company has events or user conferences that they involve customers in oftentimes the last customers to speak that actually can then become a great source of content again one of the beauties of content is use it over and over and over if there's a presentation that a customer is given at a conference maybe it's not even your conference maybe it's a third party conference see if you can't leverage that bring it back in by the way slides and PowerPoint presentations were note with notes or another great vehicle for delivering content or you can take that content and bring it into some type of a story so a third vehicle I've seen very effective is if you have events or their third party events where your customers are presenting could be best practices could be their own customers story then that's a way to find out and leverage that content as well so those are three tips that I would suggest that you leverage by the way always remember key and content marketing is this is not salesy you don't want a customer to say oh I have to tell you this company is wonderful they treat me wonderfully I love this company because they're wonderful that will not be authentic that will turn people off what you want to capture are things like best practices real facts and statistics about what that company has done with your product or your offering all right another question here when your content has the objective to improve awareness in this particular case about sleep quality would you recommend that doctors with that specialization write or edit it and if so how do you keep property of it and separate dr.

digital marketing

Brand from your own breath wow great complex question first of all it does vary by industry on what level of expertise you need to have involved in terms of the writing or the editing so I would err in areas that involve health personal fitness type areas that there is a lot of involvement from the experts now it doesn't mean they have to write it themselves you could actually take the notes write it for them have a third party come in and write it but I would make sure in areas like this that you actually go to a source that has that right training because at the end of the day someone's personal well-being is there in the mix in terms of editing I always find that valuable I do it with engineering teams as well as step out of the world of health care or medical conditions even in software I'll put something together but I want to make sure it's really right I'll go to an engineer and ask them to edit it I'm not looking for him to put the commas in the right place or her to put the periods in the right place I'm looking for them to give that feedback up did we have the right accuracy here in it in terms of separating the brand that's a big strategic question on the one hand you may want that doctors brand to be directly aligned with the brand of your company because that gives you credibility that says hey here's a third party or a physician that really knows the space and they're buying in on us in fact it's generally harder to get people to do that but if you don't want those two together then that has to become an upfront discussion you need when you're soliciting their input to put the content together to be very upfront about the company brand needs to have priority and as they're going to work with you or not work with you on that so hopefully that helps you on that question here's next one Jason Miller at LinkedIn has suggested producing one larger piece of content and breaking it up into small pieces for distribution do content pieces need to be wholly separate or can I reuse and repurpose content pieces great question let me start with the latter first one of the beauties of content marketing is reuse so the reality is look for every way that you can get creative in terms of reusing that content repurposing it maybe it takes different form factors maybe it starts off as a great webinar and then finds its way into an infographic maybe it starts off as a great white paper and finds its way into a webinar so I would always look for creative ways because as humans we also learn differently some people like video format some people like reading because it's more conducive to the way they learn and or what their time schedule is some people like things in an infographic because it's quick fast information so it's good to use content in different ways not only because you get that Ryu but also you may get different audiences reading it in terms of breaking it apart I think you can do that I've been a part of campaigns where people where I'm actually the consumer of the campaign and they've said and here's chapter one tune in next month for chapter two and in the next month you'll get chapter three for me it tends to be more is this useful to my customer at the end of the day does my target audience want to consume it that way or am i putting them through torture for me that this once you get one chapter next one to get the next chapter is a little bit more torturous my mind is in it I want to get into it now so I don't think it's a wrong guidance to break it up into smaller pieces but you need to think about your target audience how they want to consume it what's going to work for them what is good for them versus potentially annoyance so think through how your audience wants to receive it now it is I think a great strategy if you write a whole piece of content on a topic but then you keep adding to it because your knowledge is deepening you're learning new things so that actually you're able to continue people coming back as okay I want to learn the next piece of information you've discovered so another part of this is thinking about you know when you talk about writing one larger piece of content does it have natural breaks that you can mark it as very natural breaks love this one I've been a small startup with very limited resources how can I incorporate content marketing into all the other responsibilities I have well the good news is you have a lot of responsibilities so at the end of the day you're going to learn so much about marketing and probably so much bad sales and so much about customer support and maybe even so much about engineering the product that when you decide to go to that next company opportunity discover your own company you will know so much so goodness is working in a small company great personal benefits in terms of your own self learning but there is that idea of resource constraint and totally get what that can be like having come from smaller companies at different points in my career so I think this gets back to getting strategic and also getting very creative so from that strategic perspective really thinking about what content is going to have the most meaning to your customers you don't have incident resources you don't have to publish weekly maybe for your audience once a month is enough but come out with the content that's going to be most important to them also go back to that idea that we said there are four sources of content see what you can crowdsource see what you can get contributed because that takes a big piece off your plate you're not having to do as much research now you're really bringing things together you're editing it you're pasting it together is having to do all the writing yourself looking at the idea of curation is there content out there you can pull together in a useful format for your particular audience also syndication there may be people out there that have content and that you can negotiate a pretty good price if they're behind what you're doing to actually release their content so think about your different sources of content think strategically what's the best content going to be and then I would also add into that that process we talked about you get those five steps down the first time it's going to take longer than the fifth time really keep to that process and that will become a much more streamlined faster process for you internally but the reality is you're in a great spot learning is so key when you're in a small company and you're going to be able to leverage everything that you learn into your next company all right you mentioned for Googlebot the content has to be great content can you clarify what we need to consider to make it great in the eyes of Google what I would do is first take a step back and say yep Google is a consideration in any search engine is a consideration and we reference Google because it is such a prominent search engine out there in the in the lecture but I would first recommend take a step back and think about what is great content in the eyes of your customer because if you answer that chances on our Google BOTS going to like that content as well so make sure that you first think outside in what's going to be that relevant authentic content that your particular target audience is going to want now coming back to our friend Googlebot Googlebot is looking for things like have you taken your keywords and just shove them all over that piece of content Googlebot doesn't like that if you want to rise up the in terms of SEO organic search for come up with something automobiles and that every other word in your piece of content is and you will like this automobile and we think that automobiles are like the best thing out there since automobiles and all it appears to be is keyword stuffing then Google BOTS not gonna like that so we'll avoid that what you really want to do is make sure you're honing in on the topic of interest another recommendation would be and this was in that quote we went through make sure it's not too thin it needs to be rich content it needs to make a point it needs to have good information in it adding images into the content can also be of use because they help illustrate what you're talking about avoid content that really doesn't say anything and trust me I've written content that looks like that and it's really bad bad for your target audience doesn't do much for you in terms of search so really think about it from the perspective of your target audience right well for them and chances are Googlebot is going to like it as well but also follow the general best practices of search engine optimization things like dodging keyword stuffing is not going to help you so I think we have time for one last question we've been getting many many questions from you so thank you and we unfortunately will not be able to answer all of them but one last question that I found interesting is around the brick and mortar how does this all apply to more of a brick and mortar type of model ah yeah great question so a couple of things this is all very top of top of mind it is equally valuable to brick and mortar and let me give you a couple of the avenues first of all people have to find you if you're a brick and mortar establishment they're going out there it is there I'll give you an example right now I'm looking for a new camera and I've been researching different small mirrorless cameras and I'm out there now looking for where I can buy this mirrorless camera and who I'm going to feel is going to be the better company to work with on this not in terms of the manufacturer but in terms of a camera store a brick-and-mortar camera store add the ones that are also giving me tips on the best way to use them Arlis camera pros and cons of mirrorless versus traditional cameras lot of the mirrorless cameras believe it or not done have view finders so you're having to use all on screen which is really hard in the bright sunshine people that are giving me best practices around how to use these new smaller cameras so when you think about it even if you're a brick and mortar you have to find ways to bring people into your store and the web and marketing online is a very valuable source of that and again if you go back to the original things we're talking about people trust content they don't necessarily trust advertisements we've been in the camera business for a hundred years well that's nice how do I know you've really been in it for a hundred years but if you're giving me content that's useful to me I'm probably going to grow a preference for your store over someone else's so that's one Avenue the other Avenue is in store so now you've got someone that's come into your brick-and-mortar store maybe it's a sports enthusiast store if you have content there that people would be interested in people that are interested in a particular sport again that's going to draw them in wow I am having an experience now it's not just about going in and buying the thing it's about everything else you're doing to create that experience and content can be a very valuable part of that experience home appliances this is getting fun think about a home appliance store you know if I walk in and you've got recipes they're free for me to take with this brand-new appliance thing that's going to be a better experience for a yeah I definitely I learnt how to use that right steamer because look I have five things now I can make with it that's content marketing it's helping drive people to have a preference great question thank you thank you so much so I hope you all enjoyed this webinar as much as I have I certainly recommend that you again go to our website to check out the different courses that we offer including Linda's courses on marketing please visit us at create stanford.edu so please have a enjoy the rest of your day and we hope to see you in our next webinar

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