5 Ways to Use Content to Drive Results

15 Ways to Use Content to Drive Results

Could you use 15 Ways to Use Content to Drive Results? Chris and Charles tell you 15 ways to use content to drive results in #SEOPodcast 317 on Podomatic and YouTube.


Chuck:                That’s Twitter-worthy, best and most trusted. I’ll take both of those.


Chris:                  Absolutely. Alright, so that is the potatoes of the podcast.


Chuck:                I’ve got a PITF!


Chris:                  Oh wait, we’ve got a couple of PITFs, alright.


Chuck:                I’ve got one. This PITF goes to… On Twitter, they hit us up, Pet Portrait Artists ‏@artpetportraits. They say “@SEOPodcast217”, that should have been a #, but we’ll let you ride this time. “@eWebResults @eWebStyle, Podcast 217 was so funny, you guys make me laugh, it’s cold in Houston, Bbbrrrrrrrrrr!” So I’m assuming it must have been cold that day.


Chris:                  It was probably cold in Houston, Houston cold which is like are you kidding me?


Chuck:                Exactly. So appreciate you tuning in, thank you for listening, I appreciate your support.


Chris:                  Yeah, listeners across the country and around the world, across the globe, into the galaxy.


Chuck:                Yeah.


Chris:                  I’m never going to say that again, I don’t think. Alright, so that is the potatoes patatoes of our podcast, it’s time to get into the meat or the met.


Chuck:                So like we said, punch in the face to Aaron Agius. He posted this article on Search Engine Journal called “15 Unexpected Ways to Use Content to Drive Results”. We all know how important content is, we know how important content is in relation to search engine ranking and user engagement and things like that. So let’s dig in and kind of see what he talks about. He starts off by saying “in many cases, smart analysis can track success of your content pieces. But other times, results come from the underlying momentum you’ve been building up for months.” And he’s right. Like the work you do now will affect how your site is in the next few months, whether it’s positive or negative, and this is something we’ve always told people, even clients who may leave at a certain point. Look, if you don’t continue to add content consistently, if you don’t continue to add new social posts, if you don’t continue to build links and have high quality images, then over time, guess what? Your ranking will drop. Same thing with this content here, you have to continuously do things. You may write that long form article today and post it next week, and it may not get the kind of attraction you want this month, but 60 days from now, 90 days from now, 4 months from now, it will likely be viral, get a lot of engagement. So don’t look for the home run win with your first post. Understand that you have to build the momentum, and sometimes, that takes time. So let’s get into the article. Number (1) he says become a hub of knowledge through in-depth content. A hub of knowledge through in-depth content. When you think in-depth content, you think of this long form, you know, 1,500+ word articles that really go in detail or in-depth about whatever that content piece is. He goes on to say it goes deep into a subject and provides the reader with numerous examples, stats and research. Create this type of content. He’s absolutely right. I’d say this, if your company specializes in a certain field, then you should really have in-depth content about that thing that you specialize in. If you don’t really specialize in nothing, maybe you’re just providing e-commerce or whatever, then long form content, in-depth content pages may not be for you. But if you specialize in a specific topic, it is in your best interest to create at least one article about what you specialize in, long form, with plenty of data, with plenty of research, with plenty of images.


Chris:                  Graphs, charts.


Chuck:                Graphs and charts and all that to show yourself as the expert.


Chris:                  Like pie graphs.


Chuck:                Pie graphs, apple-flavored pie graphs. Let’s see here. Number (2). He says reach customers on a personal level with audio, right? It’s kind of like what we do in the yard right who will be listening to this shortly. He said think about it, who do you normally go to the gym or take a road trip with? A friend. He says investment in content that creates the same feeling might just be the thing you need to build a different connection, and he’s right. We’ll reference podcast throughout this article in reference to that audio content. And I’ll say this, really, any type of content will work for this as long as you’re consistent with it, whether it’s audio or video. We tend to podcast consistently every week and it kind of helps our viewers too, like they know us. Matter of fact, when we get calls or emails form podcast listeners.


Chris:                  Like I’m talking to a celebrity.


Chuck:                Or I feel like I know you or I know how you’re going to respond to this. I had somebody literally say “5 stars” in our voice, and so that’s because of our consistency, because they feel like they know us even though I don’t know them at all.


Chris:                  It’s kind of like he’s recommending that you become a best and most trusted provider of SEO information.


Chuck:                Exactly. Number (3).


Chris:                  3.


Chuck:                He says use video replies to deeply connect one-on-one, right? Use video replies, and we’ll get to that in a second. He says instead of responding to @mentions in a standard tweet, use Twitter’s video feature. This is a great way to drive engagement and get your feed work with video content. Look, this is the one reason we also video this podcast. It started off just audio, but let’s bring videos so you could get to know us better, get to know the personality better, we can have more engagement, and that’s why we tried Periscope a few podcast ago, that’s why we’ll try live streaming on Facebook probably next week, and so we can continuously engage with video. Matter of fact, when new clients come on and they come through our process, we have a video we send them.


Chris:                  Yeah. One of the very first thing we do is send a video from the owner, from me, that welcomes them to eWebResults. I actually give them my cell phone number, so it’s personalized to them.


Chuck:                It’s a connection.


Chris:                  Kind of describing what’s going to happen next. So yes, it’s a connection. We use the software called eyejot, they’ve got free versions that work well, they’ve got the free new model where you can do free for a certain amount, and if you want to do more. Yeah, I think it’s a great tool and what that tool does is it lets you create the video and send that video in the email. I love the idea of like anybody who kind of interacts with us on Twitter, respond with video.


Chuck:                We respond with video. Yeah, I know.


Chris:                  Respond with video, yeah.


Chuck:                Yeah, I know, I’m going to try that. I appreciate that tip. So I might try that.


Chris:                  So we give pro-tips. It feels like when we are receiving them, they should be called something like orp.


Chuck:                Oh, backwards of pro?


Chris:                  That’s an “orp pit.”


Chuck:                Orp pit?


Chris:                  Yeah, orp pit that we’re going to use.


Chuck:                We’ll figure out something for that. But keep sending them, that’s a great tip. Number (4).


Chris:                  4.


Chuck:                He says don’t underestimate the power of consistency.


Chris:                  Consistency.


Chuck:                He says publishing on a regular basis brings direct results that affects your company’s bottom-line. At the end of the day, people look for consistency, people thrive on consistency. So be consistent in your posting, be consistent socially, be consistent with the level of service you provide. Whatever it is, especially when it’s content-related, be consistent with it.


Chris:                  Where do we get, is it the 50-mile journey, 20-mile.


Chuck:                It’s a 20-mile march.


Chris:                  20-mile march, yeah.


Chuck:                20-mile march. Shout out to the people from Good to Great“. What’s his name?


Chris:                  Collins, Jim Collins.


Chuck:                Jim Collins. Yeah, 20-mile march. You have to stay consistent.


Chris:                  Yeah, cool. 5.


Chuck:                Number (5). He says implement content in all prospect of business. He says from your brand’s tagline, to product descriptions, to blog shares, to blog posts, it’s all part of your overall content strategy. Keep it consistent, (we’ve got that word again), on target, and helpful in everything you do. At the end of the day, make sure all your content regardless of where you’re publishing that, whether it’s graphics, whether it’s video, whether it’s on your site, whether it’s billboard or radio ad. Whatever your content is, make sure it has the same look, the same feel, the same tone, the same point of view. You want all of your content to be the same, so what? People can have the same experience.


Chris:                  So when they get that impression about you from the video, from the audio, and then they read your stuff, it’s consistent with that impression that they have.


Chuck:                Exactly. Number (6).


Chris:                  6.


Chuck:                He says land more speaking engagements with video. Land more speaking engagement.


Chris:                  Interesting.


Chuck:                Yeah. So this may not be for all of you guys.


Chris:                  But I know that we are available for speaking engagements.


Chuck:                Yeah, hit us up. You want us to come bring this show live to you, or you want me to come or you want Chris to come, you want us both to come.


Chris:                  So we have like a double whammy, because you have like the co-host of the most popular internet marketing podcast on iTunes, and then, as a follow up…


Chuck:                Yeah, SEO rapper.


Chris:                  As the lead, you’ve got the SEO rapper.


Chuck:                Yeah, we’ll bring it. But this may not be for all you guys. A lot of our listenership are like small business or service providers.


Chris:                  Most of my friends that I probably don’t need to watch their videos, their live streams.


Chuck:                Exactly. So speaking engagement may not necessarily be what you’re chasing, but, the point he’s making is he says if you ever do public speaking, start capturing your talks on video, it’s great way to fill up your YouTube channel and use those video as a reel to land even better gigs. So maybe you’re not looking for gigs, but maybe you are looking to be established as that expert, and so those videos can do that for you. So if you’re an AC company, you start creating videos about when you go in, AC is done wrong, create a video about why it’s done wrong and how it needs to be done right, and then do it right in that video. That begins to make you the expert on that, especially when you begin to rank for, I don’t know, “AC installed correctly” or whatever the term is. But use video to help become that expert, instead of maybe chasing speaking engagements.


Chris:                  Absolutely.


Chuck:                Number (7).


Chris:                  7.


Chuck:                He says expand your brand as a podcast guest. He says when you land an interview, go above and beyond to the show’s audience. I like to create a small exclusive giveaway to offer the listeners. So it may not be a podcast guest, it may be a radio interview or guest blog post, it’s all content, it’s the point. So I would say he’s right though. When you do get that opportunity to be a guest, take full advantage of it. You want to leverage that person’s crowd, their fan base. One of the things I do, because you know I rap, right?


Chris:                  Yeah, I’ve heard by the way.


Chuck:                I went and got done a feature the other day, and I go in on features, and dude was like man! Chuck, you always make me bring out my best when I feature you.


Chris:                  Awesome!


Chuck:                And I was like, “dude, because I want all your fans to be like “who was that?”


Chris:                  Yeah, who the heck was that? Yeah.


Chuck:                Yeah. So on all features, I’ll probably spend more time writing than on my own projects, for feature.


Chris:                  Yeah, makes sense.


Chuck:                So do the same. When you get the opportunity to be shared on someone else’s platform and they already have a fan base and have stuff in place.


Chris:                  Bring your A+ game.


Chuck: Bring your game. Let’s see here. Number (8).