*Video coming soon!*
You want to be the expert in your industry. You have the experience and you have the knowledge to create content, but you’re not getting any traction. You want to know how to provide value to your readers and tell a story that engages them with your brand.
Check out Podcast 380 as Chris and Charles give you 10 tips to make sure your content succeeds. They’ll teach you how to provide value, educate, persuade, and even stay optimized as you create mind-blowing content for your prospective customers!
In the Potatoes:
- Single Keyword Ad Groups (SKAGs)
- Smart Outlets
- iPhone turns 10!
- Drone attacks!
- Google fined almost $3B for “search engine dominance”
This week’s article is “10 Things Your Content Must Do to Succeed” by Lucinda Honeycutt over at Search Engine Journal.
2017-06–30 Podcast 380
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 Strategist.
Chris: Welcome back to another fun-filled edition of our podcast, this is podcast number–
Chuck: 380, yeah.
Chris: Three eight zero or 380, either way, and we just had the new sound check.
Chuck: New sound check.
Chris: We cranked it, we did it twice, mostly ‘cause I’m– man, I’m all like– we’re on a different– there’s no monitor here, the timing’s off. So we’re gonna make this happen, this is gonna work well. As always, we have a tip from our previous podcast ‘cause we like to share a tip from that previous podcast, and that tip is, “Create ads with the same target but a different focus.”
Chuck: Look if you have an ad campaign that you’re targeting, maybe you’re targeting males, maybe you’re targeting females, whatever your target is, create different ads targeting them using maybe earth tones and a little bit different type of language for your males, and maybe using softer colors and different lingo for your women but the focus is still the same. Same offer, right? Different targets, so that way you can maximize your marketing.
Chris: Follow and share and like, boom! Alright, so we are filmed live here in Houston, Texas, and Charles and I, 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, it is not a good look.
Chuck: Not at all.
Chris: Hey, I wanna jump in. I got a review that I just wanted to share right away. The title of the review is, “Subscribe ‘cause ROI.”
Chuck: I could dig it, yeah.
Chris: Isn’t that hot? Right?
Chuck: Subscribe because– literally ‘cause–
Chris: ROI, and it is of course–
Chris & Chuck: 5 stars!
Chris: This is from Avion from the United Kingdom.
Chuck: UK? Do it– there you go.
Chris: It’s from Avion Tech from United Kingdom, “I’ve worked in the SEO industry for almost 15 years. These guys–”
Chuck: Me too.
Chris: “Keep me up on top of my game. A little bit ghetto, a whole lot of awesome–”
Chuck: I’m a lot of bit ghetto.
Chris: “If you’re a one-man band or part of an advertising army, subscribe. Staying informed is easier than praying to The Dark Lord, Google.” Wow. That’s like the deepest– man.
Chuck: They made Google seem like–
Chris: The Dark Lord Google.
Chuck: Man, like the last level on Mario, you know what I’m saying?
Chris: Yeah. We did it!
Chuck: You beat Koopa, you get to The Dark Lord of Google.
Chris: We’re so close.
Chuck: And he called it ghetto, I’m more like ratchet dawg.
Chris: Ratchet, ratchet. I like that.
Chuck: You should.
Chris: Okay, good, I’ve been informed I do and I should. It’s really good. Alright, Avion, punch in the face to you, thank you for that review.
Chuck: To you, we appreciate you tuning in.
Chris: He we have a good article that we’re gonna cover for you. That article is…
Chuck: Man, punch in the face to Lucinda Honeycutt and the good folks over at Search Engine Journal. She posted this article, 10 essential traits of successful content. 10 traits of successful content.
Chuck: And so we’ll get into her content and see what she’s talking about.
Chris: Hey if this is first time you’ve listened to the podcast, howdy and welcome to the podcast. If you’ve listened to this podcast before you, one: notice I don’t have a tear tattoo or two-tat, either way. You’ll also notice that– you’ll know that we’re gonna skip this section. Here’s how it works, we run a contest each and every week. If we get 10 shikos–
Chuck: A shiko is an eWebResults branded term for social engagement. It stands for shares, likes and follows. Shiko.
Chris: If we get 10 shikos on the platforms that we have profiles on and we get a review then we don’t tell you how to leave us a review. We are not telling you how to leave us a review, you guys do the math. What we will do is we’ll tell you how you can shiko us, right?
Chuck: Shiko us, yeah.
Chris: We’ve made it really easy. It’s things like, go to Facebook.com/
Chris: All of those links will take you to our profiles on those platforms and please
Chris & Chuck: Shiko us.
Chris: When you’re there. If you’re a PHP genius or a WordPress guru, we are probably looking for you. Go ahead and call and leave an audio résumé 713-510-7846. If you would like a free comprehensive website profit analysis, you can get that from us, just go to eWebResults.com, click the green button and you will be taken to a form and then you fill our the form and that starts the process.
Chris: For that comprehensive website profit–
Chuck: When you fill that form out, leave us some competitors, leave us some sample keywords, that way you can really maximize your profit analysis.
Chris: Absolutely. Let’s see.
Chuck: No Algo Cat.
Chris: We do not have any Algo Cat. So I have a little bit of news, and I have one more review. Do you have any PITFs?
Chuck: I have one PITF.
Chuck: This PITF goes to OMMixtape, they hit us up on Twitter @ommixtape, it’s the Online Marketing Mixtape.
Chris: Right, right. Like it.
Chuck: They said, “@eWebResults–” so this is actually the question, I skipped to the question. The PITF from OMMixtape says, “@eWebResults you guys bring the fun into podcasts! http://onlinemarketingmixtape.com is blessed to have you! YOU DA BEST!” Punch in the face to you.
Chris: Punch in the face.
Chuck: Appreciate you, just gave you some new bars today. You might wanna feature on your mix tape, it’s all good with that.
Chris: Very cool.
Chuck: Alright, and we’ll get to this question also real quick.
Chris: Alright, let’s do that.
Chuck: I got a question, this question came from us on Twitter from Hector Cortes, he’s @digitalHmark.
Chris: The face Hector.
Chuck: Yeah, he says, “@eWebResults Have you ever discussed Single Keyword Ad Groups, or SKAG as the cool kids call it? I’m intrigued but still confused by this concept.” Hector, great question. I have done some SKAGs before. To be honest with you I don’t really recommend them, mainly from a budget perspective and a time management perspective.
Chris: Advanced technique, yeah.
Chuck: Yeah, that’s like if you just have a huge budget or not a huge budget, but maybe you’re in an industry that’s extremely competitive and you have time and resources, then you may wanna take advantage of a SKAG-type campaign.
Now you said you were confused about it. Real simple, it’s basically creating a one ad group that has one kinda keyword topic. So you may have the broad match version, the exact match version and the phrase match version of that one keyphrase in that one ad group and you have one ad, maybe even two that reference that keyphrase. And that’s it, and the only time you would ad another keyphrase is if you added a whole other ad group, and the whole purpose is to have that one keyphrase in that one ad group. What should happen is, your quality score should go up, your ad should be a little more consistent and Google should reward you for that.
The challenge is if you don’t have the resources to do all that for all of your ads and all of your keywords, then you could be missing out on the bus. So I would say– what we tend to do is create really focused ad groups and put like keyword combinations in there, similar topics and so that way the ad is relevant for all of those keywords. I wouldn’t exceed 10 or 15 though. Start there.
Chris: Yeah, and I think to answer your question real quickly: no, we haven’t talked about it in our podcast.
Chuck: Oh we didn’t. He did ask that didn’t he?
Chris: We talk about it in our office, we do not talk about– we have not talked about it until now on our podcast. So thank you, punch in the face to you for that question. That is an awesome question. I’m gonna go to news, let me just talk about this. I kinda picked some random stuff. You know smart outlets, the concept of being able to control everything from your cellphone. It really intrigues me, I think it’d be really fun to be able to all this. It’s also really expensive, I looked at outlets a while ago so you could turn something on or off and they were like $30 a pop. There’s a company CNCT that’s got them down to $10 if you buy 4 at a time, it’s $10 a piece. So that’s kinda cool. I thought this–
Chuck: It’s just gonna be a while for the rest of the world to catch up with that ‘cause like the electronic device that you’re trying to plug in to that has to have that functionality, right?
Chris: Well unless it’s like a heater or–
Chuck: Or the app is just controlling the plug.
Chris: Plug. Is the plug on or no?
Chuck: So this is really already turned on but the plug is off.
Chris: Exactly, exactly.
Chuck: I get it.
Chris: So it’s not gonna work for some things like coffee makers probably, etcetera.
Chris: Yeah, still a little ways to go for– what do they call it? WOT where everything is web and internet based. I thought this was interesting, “The iPhone is 10 years old.” This was the headline and the iPhone is kinda the same. Which is true, I mean it was so revolutionary. We don’t know what’s coming next but that was–
Chuck: Well I think from a design perspective, not much.
Chris: Right, right.
Chuck: Right? ‘Cause they kinda figured out the perfect size and this and that.
Chris: Unless they make it go away, like embedded in your skin kinda thing, right?
Chuck: Exactly, ‘cause other than that, it’s all about the technology within the phone now, you know? And so that’s what upgrades are happening.
Chris: And then Facebook had a successful drone flight. They’re working on you know, sticking drones in the air that work by solar power and they just keep circling, and then you beam internet data or data in general. But you know, internet data up to the drones and then they go from one drone to the next and then they beam it down and so it’s actually creating this network in the sky of these drones, right? So they flew it and it’s successful.
Chuck: Man that just seems like a hack. I’m gonna hack these drones and–
Chris: Crash them into–
Chuck: Or just use them to take people hostage.
Chuck: ‘Cause I would run if drones were firing at me.
Chris: Yeah, I would too. Now you know these are massive though? These are like the size– probably like the size of the warehouse.
Chuck: Oh, huge? Oh, alien mothership drone?
Chris: Yes, alien mothership drone.
Chuck: I’m not even running it and you gotta find like Will Smith and some guys and got to form an Area 51.
Chris: Yeah, yeah. The Men in Black. Alright so that’s that news, did you have any news?
Chuck: I got one piece of news, one piece of news. Let’s talk Google. Google got a huge fine from the European Union, “Google fined $2.7 Billion by the EU for abusing–” dig this, “abusing search engine dominance.”
Chris: Apparently there’s a law for that now.
Chuck: Yeah. The EU– or at least in Europe, right? “The EU believes that Google is abusing it’s search engine dominance by ranking it’s own services ahead of competitors. Google has 90 days to change it’s practices in Europe or else it will face even further penalties.” So what was cool – which I should’ve printed – was Google’s response.
Chris: Oh yeah.
Chuck: Because they were like, first off it’s $2.7 billion, we made that last quarter. We got it, we ain’t tripping. You know what I’m saying? And we’re halfway there now, but their response was along the lines of, “The products we put out there are–”
Chris: Are ranking better!
Chuck: “We sell better services and a better product.” And further in the complaint talks about how the EU itemized one of the facts that, from a shopping perspective for example, why land people on a Google shopping page instead of landing them on a specific product page?
Chuck: Like Amazon or something like that, and Google’s response was from their data and their research, they recognize–
Chris: That’s not what users want!
Chuck: Exactly! Users wanna land on one page that has multiple options where they can choose where they wanna purchase it at, and Google is just serving up the user’s experience, and so EU you’ll probably not win that.
Chris: Yeah, probably not. Hey, I wanna give a punch in the face to those who have connected with us on Facebook and are watching Facebook Live. We got Lorien who I also saw tweeted. She said something about, “Get your crispy SEO knowledge.” So I thought that was great, punch in the face to you.
Chris: Catherine, Conrad and Bruce, punch in the face to you, and Patrick up there.
Chuck: That’s what’s up. Patrick too?
Chris: His comment’s about to fall off the screen. Thank you guys for tuning in. Alright, so my review– last review of the day is Carolyn Delaney and it is of course–
Chris & Chuck: 5 stars!
Chris: “Love the podcast – at first I was a little put off by the PITF (Punch in the Face) which is their term for ‘great job’ or ‘slap on the back’ but the value combined with the humor was worth getting over AND now I want a PITF!”
Chris: There’s your PITF, that’s awesome. “Your laughs are contagious – and have been caught laughing out loud at inconvenient places.”
Chuck: Yeah, we have.
Chris: Oh, and I have been caught out loud laughing in inconvenient places.
Chuck: Oh, we do that too.
Chris: Yes! That is us. “Seriously – I feel smarter after listening to the potatoes of the podcast – news, algorithm updates, etc.”
Chuck: I’m done. I don’t even need to go no more.
Chris: Yeah, drop the mic.
Chris: “I really enjoy their review of curated content (the meat) – it really helps hearing their insight on articles related to the industry. I’m about… maybe 15 or so ‘in’ and is now my daily go to podcast! Great job guys!” Punch in the face to you Carolyn.
Chuck: Punch in the face to you. Man, she made my day right there. Two drop mics. First off educational potatoes that’s–
Chris: Yeah, very good.
Chuck: That’s the word for hashtag, educational potatoes in itself.
Chris: Absolutely, great stuff.
Chuck: Yeah, punch in the face to you Carolyn.
Chuck: Man, you’re gonna love today’s article.
Chris: That is the potatoes of the podcast, it is now time to get into the meat.
Chuck: Here you go. Yeah, I wanna give a huge punch in the face to Lucinda Honeycutt and the great folks over at–
Chris: Is that like a Trump huge?
Chris: I love that, no. It is not.
Chuck: I don’t care if it was, just because of the comparison.
Chris: And now the answer is, “It was and now it is not.”
Chuck: Exactly. This huge punch in the face goes to Search Engine Journal and Lucinda Honeycutt for this article, “10 things that your content must do to succeed.” 10 things, right? And so let’s get right into it. She starts off by saying, “Not all content is created equally.”
Chuck: “You can’t just start writing and see what happens if you want to create successful content.” She’s absolutely right, you need to plan a little bit first. Figure out what you’re gonna do, what you’re gonna write about, why you’re gonna write about it? Should you write about it? How much search volume is there? It’s all kind of research you should do before you start writing. Maybe locate your trending topic and those types of things. That’s even before we get into how you should make the content succeed, just do that preliminary research first. Then once you get ready to write, she says number 1, “Speak to the right audience.”
Chuck: “Speak to the right audience,” like understand who you’re writing to. Matter of fact she says, “A solid understanding of your ideal customer ensures you know why they need your product or service, what they’re already using, why they’re reluctant to purchase or switch, and so on.” And she’s absolutely right, like if you can understand what they’re looking for, maybe the device type they’re using, like they’re on a tablet or maybe a mobile device, or they’re using their desktop, then you can understand how you need to write this content, how long it needs to be. We talk about writing to your buyers persona, right? So what language do they speak? Where do they reside at? How do they absorb content?
Begin to understand these things about your audience and so that way you begin to construct content, you can use the right lingo, you can use the right visual imagery, you can use the right supporting links and supporting content because it’s what your audience will resonate with. What you don’t want to do is write for the wrong audience, right? Maybe your audience is full of, I don’t know, millennials and they speak in emoji and they write in shorthand, right? But you’re writing this post that’s long and technical and away but not bullet points, then your audience is just not gonna engage because you didn’t create the content the right way. So really understand who your audience is so you can speak to the right audience. Lucinda I totally get that. Number 2.
Chuck: She says, “Be optimized for search & social.” So number 1 was, “Speak to the right audience.” Number 2 was, “Be optimized for search & social.” She says, “When crafting content, weave keywords in naturally where appropriate to increase the likelihood that your prospective customers will find you from the search engines and so on on social media.” She’s absolutely right, and I’ll say this: be sure to optimize for search. Don’t get it twisted, she says search and social. You gotta understand that most people don’t really search on social.
Chuck: They do for Facebook but they’re usually looking for people.
Chuck: Exactly. Not necessarily looking for a product or service.
Chuck: Right? They search for products and services on Google, Yahoo and Bing.
Chuck: And so you wanna make sure that you optimize. Do your basic SEO: titles, headers, meta, alt tags, links, all of that kind of stuff. Make sure you’ve done that, site loads fast, it’s mobile-friendly, all that’s for search, right? And then also optimize for social. Let me give you a Pro Tip here: Maybe you’ve got a hashtag, include that hashtag in your content.
Chuck: Include it in your meta, include it in your title. That way if you’re using that same hashtag on all your social, you have a higher likelihood of other people finding that hashtag and actually finding the page on your site that’s optimized for that. The key is, you wanna make sure that your content is optimized for both, right? Some people tend to do things on social a little bit different. So maybe you want to– I don’t know. Maybe your blog post has a comment section, right? And here’s another Pro Tip to optimize for social: remove those WordPress comments and use like a Facebook comment plugin.
Chuck: That’ll get your social presence a lot more engagement directly from your website that’s being optimized for search and social. That was number 2. Number 3.
Chris: Number 3!
Chuck: She says–
Chris: Oh wait, before you go on to number 3, for those of you who are tuned in live on Facebook or you guys who are tuning in right now, and you have a Twitter account–
Chuck: Oh tweet us!
Chris: Yeah. Well tweet us and also tweet Hector ‘cause we’re covering his article. Say, “Listening–”
Chuck: No, that’s not Hector.
Chuck: You tweeted the wrong person.
Chris: I tweeted the wrong person.
Chuck: Yeah, we’re covering Lucinda.
Chris: I’m sorry. Well tweet Lucinda, it’s @LEHoneycutt and there’s two Ts in cutt, and so go ahead and tweet her and let her know that eWeb– that @BestSEOPodcast is covering her article right now. And I’m gonna retweet her ‘cause I tweeted the wrong person.
Chuck: Yeah, you should tell Hector we answer this question?
Chris: I will.
Chuck: Number 3.
Chuck: Right, we’re talking the “10 things your content must do to succeed.” Number 3 is: “Provide value.” Number 1 was: “Speak to the right audience.” Number 2 was: “Be optimized for search and social.” Number 3 is: “Provide value.” She goes on to say, “Give your readers something of value with every piece of content you create.” Maybe you wanna solve a problem, you wanna include links to some additional resources, maybe you wanna create your own custom visuals. The point is she’s saying ad value. What I’ll say– what you really wanna do– easiest way to add value is to make sure that that visitor doesn’t feel like they’ve wasted time. You ever got to a post, read it and then like, “Okay, I can’t get that two minutes back.”
Chris: Yeah, yeah it’s gone.
Chuck: It’s gone. Yeah. So if your user feels like that, not only they didn’t find value, frankly they’re not gonna engage with your site further, they’re not gonna share it, retweet it or do any of those things you want them to do. They’re gonna leave.
And so you wanna make sure that your article actually provides value, that it does answer a question, that it does address a specific concern, and that’s what I kinda added on here, “Address an industry concern.” That’s the easiest way and the quickest way to add value. You wanna write a blog post about something, well go check your frequently asked questions page first, right? Go do some searches on your site, like if you’re using a site search. Figure out what people are asking the most, which concerns people are having and blog about that, and that way you’ve posted content that addresses a specific concern for your industry. And that way those people who are in your industry or need your product or service, they find that post, you’ve given them some value. Provide value, it’s important.
Chris: Number 4!
Chuck: Number 4, “Tell a story,” right? And we’re talking, “10 things your content must do to succeed.” Number 4 is: “Tell a story.” She says, “Not only does it add value because it provides the reader with context and meaning about what you chose to write the content about, but it gives you a way to connect with your readers on a human level.” She’s absolutely right. I’ll just say this: make sure that the story’s relevant and at the very least reasonable, you know what I’m saying? Try to include some elements that your target audience can actually identify with, right?
So again, maybe I’m your target audience and you’re talking to me and you’re writing a post about the Houston Rockets or sports or whatever it is, the key is to make sure that you’re using the right lingo, that you’re telling the right story in a way that can make me agree, in a way that’ll make me keep reading, in a way that’ll make me identify with what you’re saying. You gotta use certain characters in the story and certain adjectives in the story that relate to me and how I speak and so that way I’ll continue to read and continue to engage, and that way your story actually works for me.
What you don’t wanna do is approach your target audience with a story about something that’s not relevant to them, has no relevance to your product but it’s just a story that you’re trying to tie in. I’ve seen it over and over again, it’s not a good look, it’s not a good read, it don’t rank well, and it won’t engage. You wanna make sure that the story you’re telling that’s relevant to your content is actually relevant to your audience, and so that way it’ll actually make sense. Don’t just tell any story, tell the right story. Number 5.
Chuck: “Inform,” right? So not only should your content tell a story and provide value, and have the right audience, it should also inform, right? He goes on to say– she goes on to say, “Tell your readers something they need to know, whether it’s about your product or service directly, or related to your industry.” Right, and different ways you can inform people. Maybe with white papers, case studies, ebooks, webinars. What I said here was, “Informing the reader–” dig this, “Informing the reader is extremely important,” especially for those of you who have a lengthy sales process, then you need to be informed in every step of the way, right? So maybe you have– I don’t know. Maybe you– here you go. Maybe you do whole home remodels.
Chuck: You do whole home remodels or kitchen remodels, and so it’s a little bit longer process, right? It’s not as quick as a pool cleaning quote, right? This is, I need to do some research, I need to go look at some pictures, I’ll probably go check out your Angie’s List or Yelp reviews, then I’ll go see what’s happening on House, and then I’ll come back and then I may ask you to come look, and so it’s just a longer sales process, there’s more touch points. And so if that’s the case and you realize that you’re getting return visitors and people coming back to the site ‘cause they’re still researching, you need to inform them.
Chuck: Get them some information that they can hold on to that’s relevant to you. Some information about I don’t know, maybe the concerns that they’re having about a whole house remodel, maybe some of the challenges you’ve experienced as an expert in doing kitchen remodels. Go ahead and address those in that post so the next time that return visitor does come to the site, you’ve kind of informed them about your service and the concerns they had and the higher likelihood that they will fill out that contact form or download that ebook you’re giving or even pick up the phone and call you, because you’ve informed. There’s something about being informed.
Chuck: Like I appreciate people who inform me.
Chuck: Their value raises.
Chuck: And unless– even if you waste my time–
Chuck: Significantly. Just like if you’re a waste time– Exactly.
Chuck: Significantly, exactly. So you wanna inform people. Number 6.
Chuck: So number 4 was: “Tell a story,” number 5 was: “Inform,” number 6 is: “Educate.” A little bit different from informing, right? She says, “Educate.” She says, “Teach your readers something that they want to know.”
Chuck: She says, “Show them how to use your product or service. Explain how your offering solves a problem.” Look I’ll say this, education rules the nation, it always has. Even on your website, like when people feel like they have learned something, they’ll find themselves revisiting your website, they’ll find themselves sharing it, you’ll find themselves commenting and giving you a +1, liking your page, because you’ve educated them. And so take the time to actually educate someone about your product or service.
Chuck: Maybe your product needs some instructions or maybe you have people using it totally different ways. I give you a potato peeler and I give Javier a potato peeler, I guarantee both of you guys will peel potatoes differently.
Chuck: Even though it’s the same potato and the same potato peeler.
Chris: I’m gonna lose a finger. I’m just gonna tell you, there’s a finger gone.
Chuck: So he needs content focused on safety.
Chris: Yes I do!
Chuck: I mean, maybe you’re telling a story about how he–
Chris: Wear gloves, yeah.
Chuck: Or you could do this, that sort of deal. But the key is understanding what concerns, right? That people may have with your product or service and then educating them on how to address those concerns in your content.
Chuck: Number 7.
Chuck: “Engage.” So yeah, your content should provide value, yeah it should have the right target, yeah it should inform and educate, it should also, “Engage.” If you remember the sound check I got inform, educate and engage in there.
Chris: Yup, yup. I didn’t hear it.
Chuck: Yeah, I know. I’m really telling you. Number 7 she says, “Engage.” She says, “Engaged readers are those who pay attention to your content, and are actually ‘listening’ to what you’re saying.” Punch in the face to all y’all watching live right now who are engaged with us, that’s exactly what she’s saying. She’s saying, “Speak directly to them, ask questions, use a consistent voice across all your content.”
I added this, “Use interactive content when possible.” It’s almost a Pro Tip. You wanna really get some engagement? Auto-play a video on your site, give people a poll to answer some questions to, that will get the engagement going. These are low cost additives, they don’t require any commitment from the user, yet it activates them on your website. Engage people, that’s how people will come back, that’s how people remember your brand, and if they have engaged with your website, luckily once they leave, if you hit them with like a remarketing ad or something like that, they’re likely to come and engage again because they were educated and they learned something and they were informed and they had a good experience.
Chris: You beefed them up.
Chuck: Exactly, you provided value. So when they see your brand, they’ll associate that with value.
Chris & Chuck: Number 8.
Chuck: “Persuade,” This is a good one here because we should always be selling.
Chris: Yes. ABC. ABS.
Chuck: Right, and so she says your content– yeah, Always Be Closing.
Chris: Always Be Closing is that one, yeah.
Chuck: Rough day for Chris today, but your content should also persuade, right? She says, “No matter what stage of the funnel your reader is in, your content should be positioned to persuade them to take some kind of action. If readers are in the first stages of connecting with you, your content should persuade them to learn more about your brand, and if they’ve been interacting with you for a while, it should persuade and perhaps even motivate them to convert to a customer.” And that’s exactly what I was saying in reference to the engage. If your content is engaging and you have told a great story, you have informed them, you have educated them, then it will frankly be easy to persuade them.
Chuck: You know, when you tell them– what I added here was: address the FAB in your persuasive content. That feature, the advantage, the benefits. If you attach those features, advantages and benefits to the information, and the engagement, and the education you’ve already provided, you will get a quality lead out of that. I’d almost bet money on that. So the key is to persuade them, right? Use the right lingo, use the right terms. She says, “Avoid evoking fear. People are naturally risk averse.” I wanted to challenge you on that Ms. Honeycutt.
Chris: Oh yeah. Depends on how you use it.
Chuck: Depends on how you use it, depends on the industry, right? If this is a high cost product, longer sales process, yeah, probably wanna avoid fear because you don’t wanna scare them out of the funnel. However if this is retail, you’re selling Jordans? Yeah, I need you to tell me that there are only three left ‘cause I will be scared to run to the cart and I will buy them immediately. And so I think if you use fear appropriately then it can be a great persuasion technique.
Chuck: Number 9.
Chuck: Oh hold on, before we go to number 9, back to persuade. She did say this, and I highlighted this, “Using phrases such as: ‘money back guarantee,’ and ‘free trial,’ ‘without any financial risk.’” Those are great ways to persuade people and reduce fear.
Chuck: I totally cosign that.
Chris: Reduce risk, yeah.
Chuck: Exactly. Number 9.
Chris: Number 9!
Chuck: She says, “Be optimized for conversions,” right? And we’re talking about the “10 things your content must do to succeed.”
Chuck: She says, “Your content should always include a call-to-action that tells your readers exactly what you want them to do next.”
Chuck: You should never– and I don’t care what kinda content it is. If this is a white paper, this is a blog post, this is a video, it’s a remarketing ad, whatever kind of promotional content piece it is, have a CTA.
Chuck: Either some button, a form, a phone number, something. Give your users a way to engage with you. Matter of fact I said, “Make sure that the CTA is actually relevant to the content and the platform.” Oh Chuck, what does that mean? Well, look if these people are, I don’t know, visiting you on a mobile device, right? Then it may not be necessary for you to have some big high res infographic that you want them to go download.
Chuck: It’s just not gonna be a good experience on a mobile device, right? But maybe you want them to download some music? Perfect CTA for visitor on a mobile device ‘cause that’s where most people listen to their music at. So the key is understanding which platform that most of your users visit your site on, right? And understanding the type of content you wanna put out and then that way you can optimize it for the right conversion. The key is making sure that you have the right stuff in place to get that conversion. If this content doesn’t have any CTAs, then you’ll likely won’t get any conversions.
Chris: You won’t take any action. Crazy how that works.
Chuck: Amazing. Exactly. Last one.
Chuck: Number 10. She says, “Be distributed correctly,” right? So you create all this content, you do all this promo, you educate, you inform, you engage, you teach and all of that, then you must distribute it correctly. If you don’t distribute it correctly then no one is gonna do any of those other things. Matter of fact she says, “Content marketing relies on the proper distribution of your content.” Straight forward, that’s about it. And so what I kinda added here was that there’s different types of ways you can distribute it, right? So maybe this is like a sponsored distribution. That would include like some sponsored tweets, maybe some boosted post, something like that. Some sponsored kind of Instagram post, maybe some Instagram memes with the title of your post and a link to the post in the content, and then you sponsor that post, that would be a sponsored way to distribute your content.
Maybe you use some other kind of blog aggregators like Reddit or Digg, these are other ways to distribute your content. Including an excerpt – something we practice for ourselves and our clients – in your monthly newsletter.
Chuck: These are ways to distribute your content. The point is, don’t create it and then not distribute it. You have to create it, especially if you’ve made it engaging and persuasive and you’ve chosen the right audience and you spent time optimizing, and educating, and engaging people. Distribute the content. Don’t just let it sit on your blog and with no readers or worse, the only people reading it is the people who are on your remarketing list and those who keep coming back to your site. Which is great, you want them to read it, but you’re trying to use it to create new business.
Chuck: And So you wanna reach out to the masses. That’s it man, punch in the face you.
Chuck: Lucinda, Lucinda Honeycutt. She says, “10 things your content must do to succeed.” Great article, I can dig it.
Chris: Like we said, go ahead and tweet to her that you just listened to the Best SEO Podcast, so tag us at @BestSEOPodcast and tag her @LEHoneycutt, double T for the cutt at the end there. Alright so do we have any What News?
Chuck: I don’t know. No no, no What News. No, I have no What News but I did wanna give a punch in the face though. Punch in the face to the Texas Elite Warriors, that’s my daughter’s AAU Basketball team. Right now they’re at HBU, Houston Baptist University competing in front of some scouts and coaches and things like that. Good luck girls, I know y’all need me on the sidelines going nuts, can’t be there right now, be there tomorrow. Good luck and have fun.
Chris: And he promises to go nuts.
Chuck: Yeah, that’s what I do.
Chris: That’s what I do, or that’s what he does.
Chuck: I’m like a professional parent, coach and ref heckler.
Chris: We never saw that on your résumé.
Chuck: Yeah, yeah.
Chris: They weren’t at that age yet. Alright, if you liked this podcast we’re gonna ask you to do one thing and that is to share this podcast. Please.
Chuck: Yeah, share this podcast.
Chris: Share it with three people. If you’re on Facebook, share it, share it on your wall. Tag some people who are either business owners or in the industry and you know, doing internet marketing.
Chuck: Yeah, anybody with a business. Somebody who has a website online and they could benefit from understanding how to craft the right content to get the right engagement so as to succeed. Tag them in it, tag us in it, and we shall appreciate it.
Chris: Excellent. So if you’re looking to grow your business with the largest simplest marketing tool on the planet.
Chuck: The internet.
Chris: Call eWebResults for increased revenue in your business, you can reach us at 713-592-6724. We have a program called Instant Leads.
Chuck: Leads leads leads…
Chuck: Teed teed teed…
Chris: How this works? It really should be pretty easy. People are looking for what you sell, they’re looking for the services that you offer and you can get ads in front of those people. When you get an ad in front of those people you should have an offer in that ad. When people are engaged by that offer because they were already looking for it, they should click that ad and they should go through to your landing page which prominently displays actually your offer and the service or product you provide and therefore–
Chuck: That they were searching for.
Chris: That they were searching for and therefore they take action. That is a perfect description, all of it optimized for efficiency in terms of budget, for efficiency in terms– and most importantly in terms of conversion rate. Most of the accounts we’ve been getting as of late have been accounts that have actually been run pretty well from an AdWords perspective but their landing experience was just not where it needs to be in order to get those conversions.
Chuck: Not great, yeah.
Chris: So that is Instant Leads.
Chuck: Leads leads leads…
Chuck: Teed teed teed.
Chris: If you’re doing business networking in Houston, you definitely wanna make sure that you get to UPSocialNetwork.com, it’s amazing. You went to the training yesterday.
Chuck: Went to Up Social yesterday, it was an amazing experience. Room full of business owners, had an opportunity to get some mentoring and some coaching from a celebrity life coach we had in the building.
Chris: Patrick Wanis
Chuck: Yeah Patrick Wanis, and then it’s this networking group, right? So there’s an opportunity to just shake hands and experience some of the challenges with other business people in the room.
Chuck: And so it’s a great experience, food was good, the presentations was great, and we do it twice a week, you should take advantage.
Chris: Yeah, get to UPSocialNetwork.com. By the way, just about yesterday’s event – literally this is not blowing smoke – life changing for a number, if not everyone in the room.
Chuck: Matter of fact go watch the live.
Chris: Oh yeah.
Chuck: You can see the live from yesterday’s event. Go to UPSocial–
Chuck: Look up UPSocialLive.com, you can find it.
Chris: On Facebook.
Chuck: And UPSocialLive on Facebook and the website is UPSocialNetwork.
Chuck: There you go.
Chris: Alright. If you have a referral, somebody who is interested in internet marketing, it’s very simple: you send them to us, they pay their bill, we pay you. That works really well. We were filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You can get video, audio and transcript of this podcast at eWebResults.com. You guys have made us the most popular internet marketing podcast on iTunes. We so appreciate you. Thank you, thank you, and you, and you.
Chuck: Thank you and you and you right there, and all y’all watching live on Facebook right now, appreciate it, punch in the face to you.
Chris: Yes. Until the next podcast, my name’s Chris Burres.
Chuck: I’m Charles Lewis.
Chris: Bye bye for now. Happy 4th of July!
Tip from SEO Podcast 380 – Make sure social sharing is prominent