Best SEO Podcast 309 – Content Marketing Success

By | August 26, 2019

2016-02-05 Podcast 309 Chris: Hi and welcome to the SEO Podcast Unknown
Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults. Chuck: I am Charles Lewis, your Client Results
Advocate. Chris: Welcome to another fun-filled edition
of our podcast. This is podcast number — Chris & Chuck: …309. Chris: It’s going to be a wonderful podcast. As always, we do have a tip from our previous
podcast, and the tip from our previous podcast is written right here. Our tip is optimize your mobile experience
even when using responsive design. Chuck: Responsive design is great, and it
usually does a good job, especially using Bootstrap but make sure you’ve optimized for
mobile because you never know unless you check it. Chris: It’s important. Alright, back to our regularly scheduled podcast,
we are broadcasting live from Houston, Texas, and we are your friendly local neighborhood
— Chris & Chuck: …Top Position Snatchers! Chris: And our mantra is — Chuck: …Do not be a douche. Chris: Don’t be a douche. Chuck: It is not a good look. Chris: It is not a good look. Chuck: No, it’s really not a good look. Chris: Hey, we’ve got a really good article
that we’re talking. I see you pulled that off of Moz. Chuck: Yeah, we pulled this off of Moz, one
of my favorite tools. This articles is 5 Steps to Content Marketing
Success posted by Paddy Moogan. Chris: Paddy Moogan? Chuck: Yeah, we’ll dive into that a little
later. Chris: Excellent. So if this is the first time you’ve ever listened
to or watched this podcast. Chuck: Or watched. Chris: Howdy, welcome to the podcast. Chuck: How’re you doing? Chris: We’re glad you’re joining us. If you’ve listened to this podcast before,
you know we’re about to skip. Chuck: Yeah. Chris: So we got more than 10 shikes, that’s
a share or like, or whatever on our social platforms and we got a couple of reviews. So we’re not going to tell you how you could
go leave us a review. We will ask you please go leave us a review. What we will do though is give you some idea
of where you could shike us, and again, that’s share or like us. I don’t know,– Chuck: eWebResults Chris:– Chuck: eWebResults Chris:– Chuck: eWebResults Chris:– Chuck: eWebResults Chris:– Chuck: eWebResults Chris: That’s a new one. Chuck: Yeah. Chris: By the way LinkedIn, get your shit
together. Chuck: Come on! Chris: You should make it– Chuck: eWebResults please. It was kind of obvious it was a company. Chris: Yeah, I guessed though it is geared
towards people. Chuck: Yeah, because mine is
so…okay, maybe. Chris: Yeah. Chuck: Yeah, company is kind of lame. Chris: All of those, go check them out, like
us, follow us, leave us a review or whatever. Chuck: Shike us! Chris: Shike us! If you’re a PHP genius or a WordPress extraordinarily
talented programmer, we’re probably looking for you, give us a call 713-510-7846. You can, not you who just applied, you who
are listening, can get a free website analysis, and the way you get a free website analysis
is you go to our website and you will find the link. Chuck: Yeah, there’s a button right there. Matter of fact, in the side bar, just put
your name, put your phone, put your email, put your web address, submit it. Chris: All of those will take care of you. We do not have any Algorithm Cataclysm today
so. Chuck: Yeah, no Algo Cats today. Chris: I’ve got a little bit of news, I thought
this was interesting. Microsoft is testing underwater data centers,
like the NOC network operating centers, they always have massive air conditioners and their
floor is raised to have plenum area and actually to be able to run wires and they’re testing,
just take that environment, drop it under water, it’s got better cooling. Chuck: That makes sense. Chris: That’s kind of cool. Chuck: Yeah, or probably opens up a whole
new area for storage, like you know, no longer when something [00:03:43] [Indiscernible]
now it’s underwater. Chris: Hidden under water. Chuck: It’s kind of cool. Chris: All of the mobile carriers are investing
millions of dollars for the Super Bowl, right? Chuck: Of course. Chris: How many times have you been in a stadium? Like I feel like my cell phone doesn’t work
in stadiums in general. It’s got really bad reception. Now is that because I’m on a carrier that’s
yellow? Chuck: I use Sprint. Chris: Yeah, we both use Sprint. Chuck: I’ve been using Sprint for years and
frankly, in Toyota Center, Reliant Stadium, even when I was at the Georgia Dome in Atlanta,
I just connected to their Wi-Fi, they have no problem. So that’s what I’m noticing. Most stadiums are giving you some access. Chris: Giving you free access, okay. Chuck: Data sucks in stadiums if you’re trying
to use data. Chris: If you’ve ever been at a concert and
everybody turns on their phones instead of the lighter, you’re like okay, that’s why
I have no bandwidth. Chuck: Yeah, exactly. Chris: I thought it was really cool. So a 14-year old kid did an analysis on how
much money the Government could save if they change the font, not the font size, but the
font on their Government documents, right? So a slightly thinner font and it’s actually
a little bit shorter. The number was $234 million. Chuck: So I guess the better question will
be how much trees would they save? Chris: Right. And that didn’t even count, the fact that
it was shorter. Like assuming you can have one last page,
right? Because if you’ve got a really long document,
you’re saving a couple letters per line, you could end up at the end saving a couple of
pages. That was just purely ink cost. Chuck: Wow! Chris: Just ink cost. What a cool, simple, easy, he did it, he’s
on CNN and all that stuff. So that’s kind of cool. Chuck: That’s what’s up. That 14-year old, where’s he from? Chris: I do not know where he’s from, he was
insanely nerdy. I can say that because you know, I studied
Mechanical Engineering, a programmer nerd. That was with all due respect, he was insanely
nerdy. Chuck: This is a good thing, insanely nerdy
isn’t necessarily a bad thing. Chris: Yeah. We’re hoping that those people who call into
that number are insanely nerdy, that PHP, WordPress position. Alright, that’s what I’ve got. You’ve got any PTIFs? Chuck: I’ve got some news. So first off, all my WordPress users, right? A couple of days ago, WordPress released version
4.4.2, a security update. They’re recommending an immediate download
of course. So if you’re a WordPress user, go ahead on
that. So dig this, Amit Singhal, he was the guy
who was the Head of Google Search for the last 15 years, will be calling it quits. Chunking the deuces, Google I’m done, it’s
been nice but he’s going on to pursue some of his philanthropic purposes. He wants to go be with his family, he says
he spent a lot of time away from his wife and kids, and now he’s got kids who are about
to go off to college, he wants to spend some time with them before they go. I get it. Good job, Google is the best search engine. He definitely had a huge role to play in that. Chris: Absolutely. Chuck: And lastly, this really could have
been a punch in the face to Mark Zuckerberg. We’ll give him a punch in the face, we all
use Facebook a lot and we get shiked on Facebook, but this punch in the face to him is because
he just became the 6th richest person in the world. Chris: Oh I saw an article that was like 4th. So it’s like maybe it’s 4th in the US or something. Chuck: Maybe 4th in the US, but 6th in the
world. And this was from Forbes, he says, “Mark Zuckerberg
surpassed Oracle Chairman, Larry Ellison, to become the 6th richest person in the world
an hour after trading, his net worth increased from 4.8 billion to 46.25 billion.” Chris: And this says 12% after the market
closed because I don’t know how you climb 12% and add 10 times your net worth, I think
there’s something wrong with that calculation. Barely the stock climbed 12% and his value
went from 4.8 billion to 46 billion. No, there’s something wrong there. Forbes, go check your numbers. Chuck: Either way, Mark Zuckerberg, punch
in the face to you because if indeed you are the 6th. I think about the twins, you remember the
social media movie, you think about the twins who jumped out early, his partner who jumped
out early, I bet those guys will be like this is some bull. Chris: Well, you know, in Apple, there was
the guy who was, I think he the Legal Counsel for them and they bought him out for like
10k and he would be worth I think billions, at least hundreds of millions now. He doesn’t regret it, and you know, interestingly
enough, all kinds of happiness studies say that that’s actually true, like people are
happy where they’re at, it’s pretty interesting. Chuck: Where they are, yeah. Chris: Alright, so we’ve got a couple of reviews. First one is from Bryan El [Phonetic] Punch
in the face to Bryan Loebig, we talked about him the last time, we actually gave him a
punch in the face the last time and he went and left this review. And this review is of course 5 stars! It says “Consulting with Chris” is the title. “This is a brief review of the ebullient.” Chuck: Ebullient? Chris: Yeah, I’m going to have to go look
that up. Chuck: Ebullient Chris: Ebullient. “eWebResults podcasts and professional SEO
consulting provider by Chris Burres.” By the way, this is the first time I’m really
like the center. Chuck: Yeah, enjoy it, take it in. Chris: It says “I have listened to the eWebResults
podcasts since early 2015 and encourage my entire team of SEO Account Managers to do
the same. I have my own SEO and internet marketing consultancy
in Washington DC and I have found the content provided by this Texas twosome fun and fact-filled. I finally had the need to reach out to them
for some professional consulting today and found Chris to be as knowledgeable and helpful
one-on-one as the team is on their podcast. Thanks for all you do, and I’m sure we’ll
be chatting with you in the future. Rock on!” Punch in the face to you Mr. Bryan. Chuck: Mr. Bryan. Chris: Ebullient Chuck: Ebullient. Cheerful and full of energy. Chris: Oh cool. That’s us. Chuck: That’s us. Chris: The next one, this one was also 5 stars! This is by Nef Gamer. [Phonetic] Chuck: Yeah, punch in the face. Chris: Yeah, “the audio could be better but
the content is great. Looking forward to snatching top positions.” Chuck: That’s what’s up. Chris: That’s pretty cool. Chuck: Matter of fact, hit us back. We made some adjustments on audio today, I
kind of adjusted my microphone situation so, tell us what you think. Chris: Yeah, we’re pretty busy here so sometimes
we don’t get back to listen to our podcasts, so that feedback helps us say, “hey guys,
go and listen to your podcast.” So we did that. Finally, this is a really long one, I’m going
to try and read it quickly. This is from Tim Erven. Chuck: Activate chipmunk voice. Chris: Alright, and this one I think was 5
stars! But I didn’t record it so. “These guys are the real deal. I’ve been a listener of the podcast for the
past few weeks. I’ve been involved with tech for nearly 20
years with a focus on ecommerce, I am fairly well versed in SEO but listening to these
podcasts get me motivated to do more. If I am not learning something new, I am constantly
gaining new insights from 2 experts in the field and being reminded of things to add
to my to-do list which gets done immediately after listening because they’re pumping me
up so much.” Wow! That’s the first time we got that, that’s
cool. Chuck: We should listen. Chris: Yeah. “The podcast is entertaining as well, these
guys are excellent speakers and know what they’re talking about. I look forward to listening to their new podcasts
and find myself revisiting old ones on almost daily basis. Whether you have an interest in the field,
an expert in the field, or a business owner, whether you are those things, looking to improve
your rating, the podcast is for you. I know I have spoken mostly about the podcasts
but I will say many companies in this industry claim to be on top of the latest changes in
the ever so dynamic field but these guys really are on top of their game. I would recommend them for their services
and I’m actually hoping to do some work with them shortly.” Cool! Chuck: That’s what’s up. Chris: “As someone with nearly 20 years in
this field, I can say that these guys always have something new to add, and their thought
are always pertinent and valid, I often find myself disagreeing with articles and other
podcasts on the subject, or the ones that are going over valid topics go over the basics
which only get you so far. These guys know what is up. Hats off to you guys, keep up the good work,
I will be in touch shortly.” Punch in the face to Mr. Tim Erven. Chuck: Tim Erven. That has a lot of value. Chris: Thank you so much. Chuck: I appreciate you saying that because
you’re right, there are tons of articles on tons of sites that we could choose from and
every week, I scout through the pool of content that I believe is going to be best for not
only us to kind of absorb, but to present to you, and you’re right. A lot of them, we disagree also. It’s the reason why I don’t pull a lot of
articles because I just totally disagree with it. So I’m glad you actually noticed that. Chris: Very cool. Well that is the potatoes of our podcast,
time to get into the meat. Chuck: Awesome. So like we said earlier, give a big punch
in the face to Paddy Moogan and the good folks over at Moz. He posted this article 5 Steps to Content
Marketing and Success. We’re all in content marketing, especially
if you’re doing SEO, then content marketing is frankly a big part of what you do. So let’s get right into it. I like how he starts off, he says “in this
post, I’m going to share our processes for putting together a content marketing campaign. It doesn’t guarantee success either, but I’m
positive that it puts us in a much better position than if we didn’t have a process
at all.” Let me take this time to say look, Paddy,
this is the ultimate cosign. I totally agree because everybody does marketing
a little bit differently, but the key is you have a process, we have a process, other agencies
have a process and you must have a process for whatever you’re doing, that way, you can
test it and measure it and constantly improve and then tweak and then change it. If you don’t have a process, then you’re kind
of just shooting at the wind and you may not get results. So punch in the face to you for having a process. Let’s dig in. Step 1, he says “research and idea generation.” Research and idea generation, and again we’re
talking about 5 Steps to Content Marketing Success. Research and idea generation. He goes on to say it’s easy to dive straight
into a brainstorming and idea generation and sometimes, that can work. However, I recommend a period of research
into an industry prior to this so you can get a feel for what’s been done before, what’s
worked or what hasn’t worked. And he’s right, at the end of the day, research
is extremely important. You’ve got to find the right topic, you can’t
just come up with ideas and say man, let’s put a content strategy behind that, let’s
blog and you write rushing content, let’s start tweeting and Facebooking, and you rush
some content, let’s create some video and you rush it. No, slow down, stop, put the brakes on, do
some research. Research is really important. You must find the right topic, and more importantly,
that topic, you really want it to kind of correlate with your core service or your target
key phrase, or you know, whatever your online objective is. [phone rings] Chris: I told you that the phone would ring. Chuck: So you want to make sure that you find
content that correlates with what you offer, right? He also goes on to say that make sure that
you’re not under pressure to come up with a completely new idea, and he’s right because
a lot of times, you won’t. There’s really nothing new under the sun but
you can add your spin to it, you can add your twist to it, you can maybe disagree with it
and promote what you think is right. Also about researching the type of content,
figure out what [00:15:27] [Indiscernible] research the type of content that you want
to put out there, right? This is what I’m adding so you may determine
your topic, like okay, we’re going to talk about “blah” whatever “blah” is for you. Chris: Sheep. Chuck: Sheep, okay. After you determine your topic, then figure
out how you’re going to present that topic, right? Is this going to be a blog post, is this going
to be a video, infographic, white paper, a newsletter? How are you going to put this content out
there, how are you going to produce it? That’s the part of the research. After you figure out your topic, you need
to understand how you’re going to put it out there. And lastly, you need to determine what’s going
to work best for that content. It could be more than one of those, it may
need to be a post and a video, or it may need to be a white paper and an infographic, right? Or just one of the 1 of the 2, so do your
research. Chris: It may need to be a podcast posted
on YouTube and co-broadcast on Periscope. Chuck: Exactly. Then transcribe and put on your site, and
also, send to iTunes so people can download it. And next week, we may try Facebook live, I’m
just saying. Chris: And share it on Chuck: So the point is do your research and
make sure you understand that topic you’re writing about, how you’re going to put it
out there and when. Number 2. Chris: 2. Chuck: He says idea validation and this is
cool because you want to kind of make sure that the idea you came up with is actually
valid. He goes on to say you can think that you have
a great idea but how do you know for sure. The fact is you can never predict this 100%,
but you can increase the possibility by using some type of framework to validate that idea. He goes on to reference some framework from
a book called “Made to Stick” by Chip and Dan Heath. Punch in the face to those guys, I did click
the link, looks pretty interesting, I’ll check it out some more, but basically, he kind of
summarized that, and their publication, their framework is actually kind of cool, it basically
talked about a checklist, if you will, of what you can do to see if your idea is valid. Chris: Right. Chuck: So his checklist starts off with simplicity. Is your idea simple, can people absorb it
quickly or is it too complicated, right? Unexpectedness, is it a new idea, is this
an old idea, is this your remix version of some existing idea, right? Concreteness, how concrete is this idea, is
it solid, this is what it is, nothing changes, or is there room for ambiguity, I cannot say
that word. Chris: Ambiguity. Chuck: Yeah, or credibility. Chris: You can never say it unless you’re
raping, and then it just comes out perfect. Chuck: Really jumps out, yeah, because I’ve
said it plenty times before. Credibility, right? How credible is this content that you’re putting
out, how credible are you, how credible is your source that you’re using, does this content
have an emotion, does it toggle on hash strings? Emotion tends to captivate people and make
them engage. So these are things you need to kind of test
off your checklist to see if your idea is valid, and usually if you can hit 2 or 3 of
those, that it is credible, it is relevant, then you know, you may be going down the path
of actually creating some pretty good content. Number 3. Chris: 3. Chuck: He says production. So this is after you’ve researched and after
you’ve validated your idea and now it’s time to start production. He goes on to say never ever say I want an
infographic or I want a video or I want an interactive piece of content. You should focus on getting your idea right
first, then figure out the best way to present that idea. He’s right. This actually goes right back to the research,
right? Before you determine how you’re going to produce
it, you need to determine what it is you’re going to produce and then figure out the best
way to present that topic. I like this part. He goes on to say, still in production, he
says it’s a function of a form, the function of a form is basically figuring out how is
this going to work, is the best way to present it. He actually recommends a mobile first design,
not quite sure about that on Paddy. I get it, especially when so many people are
using mobile, mobile is the thing now, it’s not the future, it’s the right now, I get
it, but, I would say check your analytics first, right? Chris: Yeah. Chuck: Because at the end of the day, if 70-80%
of your website traffic comes from a desktop, then your content will likely be absorbed
in the same fashion, and you might want to make sure that it’s better there than necessarily
spinning your wheels on a mobile. However, if your content is kind of staggered
across all platforms, mobile, tablet, desktop, and you notice a lot of social activity, then
absolutely, he’s right, make sure you use mobile first because you have a higher likelihood
of being viewed first on a mobile device. Chris: Right. Chuck: But definitely, check your analytics,
make analytics your best friend before you make these kinds of decisions, and frankly,
o analytic research and that data should go into that research. Chris: And we’re like hesitant now to say
focus on mobile first, that may change in 6 months or a year. Chuck: That may change next week. Chris: Yeah. Chuck: It may definitely change by the summer,
it just depends. And I think part of that is, with us particularly,
we tend to focus on small to medium sized, like service providers, so a lot of AC guys
or plumbers or electricians or music schools. These type of things tend to be our best clients,
and usually those services, they get visits from desktops. So if we had more let’s say entertainment
clients and things like that, then they’ll probably be definitely more. Chris: Like restaurants clients. Chuck: Like tons of mobile, because we do
have a restaurant client and 97% of his traffic is all mobile. So it depends. But I’ll say definitely, understand your data,
understand the engagement your site is having with the visitors, understand how they use
it to make their decision on how you produce your content. Number 4. Chris: 4. Chuck: He says promotions. So this is after you’ve researched, after
you’ve validated the idea, after you’ve produced it, now you’ve got to promote it, right? He says spend just as much time on promotion
as you do on the production. He says it’s easy to get caught up on design,
development and the idea itself, you can end up spending most of your time on producing
it and not nearly enough time promoting it. He’s right. Chris: Yeah. Chuck: Punch in the face again. He says you have to promote it. At the end of the day, this is not a builded
enabled [00:21:46] [Indiscernible] situation, you have to build it right, and then they
might come. And by build it right, he even gave us a checklist,
like are your social share buttons installed, do you have a conversion call to action? If this is not on your domain, do you have
a link back to your domain, right? Those kinds of things, you need to make sure
you’ve built right. But not only that, you’ve got to promote it,
you have to promote it. He even talked about how you can promote it
– paid, earned, owned type of promotions, right? So they are paid promotions, that’s your pay
per click, that’s Facebook boosted posts, sponsored ads, things like that, maybe it’s
a sponsor Instagram post or LinkedIn sponsored post, or maybe you even paid a celebrity. That’s the new thing I’ve been kind of seeing,
what’s going on, because a celebrity who got 100,000 followers and he’s your target demographic
and so are all his followers, then you pay him to tweet your stuff. It kind of works that way. Chris: Yeah. Chuck: Maybe this is an earned type of promotion,
earned meaning basically, this is based off your reputation, this is your social status,
your influence. Chris: You are the guy who has 100,000 followers,
you came up with a product. Chuck: Exactly. Or maybe this is owned, this is your followers,
this is your email list, this is your own network of people, these are just 3 different
ways to promote your content, and truthfully, you want to kind of mix a little bit of all
of that, you definitely want to tag your existing email list, your existing social shikes, you
want to tag them, you want to tag your influence and network, people who look up to you, people
who ask questions, people who kind of do what you ask them to do. Then invest some dollars, you’ve got to do
some paid stuff. If you post it on Facebook and they get some
great shikes, boost it. It makes sense to do it. Number 5. Chris: 5. Chuck: Last one. He says conversion and tracking. Of course. He says it will quite hard to convert a visitor
to a piece of content that is designed for link and social shares. He’s right. He says these kind of content pieces are often
not designed to sell the visitor, so getting them to click across to the main site or product
page, and let alone getting them to buy something could be difficult. He’s absolutely right. So I think in this case, if that’s your goal,
then you may need to reevaluate because usually, a content post that’s meant to generate shikes
and kind of go viral likely won’t generate sales or in-store visits or things like that. So kind of realign what your conversions are. Maybe you should change your goals. Chris: Right. Chuck: So maybe instead of a purchase, maybe
you just need a social follow, count that as a goal, that’s a win. This person read your content and then liked
your page and followed you on Twitter. Not only that, if they hit your page, they
probably made it to your remarketing list, that’s a goal, maybe they signed up for your
email newsletter, kind of a soft capture, that’s a goal. So understand what those conversions are,
and like I said before, make analytics your best friend because that’s how you track all
of that. That way, you can see how those goals worked,
where those people came from, how they engaged with your site, what page they were on when
they left your site, which social network got them to your site and how they engage
from that point. I was looking at stats the other day for a
different client of ours, we’ve got a music school down in Austin and I was looking at
their stats, it was crazy because everybody who came from Twitter, quick bounces, bounce
rate was really high, like 78%; anybody who came from Facebook was like 30%, like they
did 5 or 6 pages, 10 minutes on the site, I was like wow. Okay, so note to self. Chris: [00:25:11] [Indiscernible] Chuck: On Facebook, and not only that, note
to self, create different landing page for Twitter because just maybe that’s not the
right place for Twitter folks to be landing at. So we just have to make those kinds of adjustments
and data, and analytics is how you’re able to make those decisions. Paddy Moogan, punch in the face to you man! Great article. 5 Steps to Content Marketing Success. We’ll post this on our site and check in later. Chris: Awesome. Alright, do we have any “What!”? Chuck: No, I do not have any “What!” news. Chris: There’s no “What!”, alright. Chuck: No “What!” news. Chris: If you’re interested in growing your
business using the largest, simplest, marketing tool on the planet. Chuck: The internet. Chris: Make sure to reach out to us. You can reach us at 713-592-6724. And actually, we just picked up a client today
for consulting. So we do consulting, we’ll do consulting work
for you if you want to just reach out to us. Chuck: And talk. Chris: And have us advice you on a particular
account or whatever it may be. Remember we were filmed live. I think I missed something. Chuck: Before you get to that, I do kind of
have, it’s not really a “What!” news, but it’s just more of a “Rest in Peace” to Trevor
Martin. I think he would have been 21 years old today. So gone but not forgotten. Chris: Yes, what I did miss was the referral. We do have a referral program. So you send the client to us. So (1) we could consult on it and you can
do better and keep it. Chuck: Or (b) Chris: Or you send them to us, you don’t worry
about it. They pay us, we pay you. Chuck: Take advantage. Chris: This was filmed live at 5999, West
34th Street, Suite 106, Houston, Texas, 77092. The video and the audio and the transcript
can be found on our website You have been listening to the most popular
internet marketing podcast on iTunes in the known universe. Thank you. Chuck: You, you, you, all of you who just
logged on right now. Chris: All of you, locally, internationally
and then galactically. Chuck: Yeah. Chris: Until the next podcast, my name is
Chris Burres. Chuck: Charles Lewis. Chris: Bye-bye for now.

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