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Actionable Marketing Podcast

You're listening to the Actionable Marketing Podcast, powered by CoSchedule. You want to run a highly organized and productive content marketing program, but sometimes the details are so tough to navigate. Here we bring you insights from leaders in content marketing to help you run more effective content marketing campaigns.
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Now displaying: 2018
Aug 14, 2018

As marketers, you’ve probably been told that you have to pay to play. But how do you make the most out of what you put in? People buy from people who they know, like, and trust. 

Today, we’re talking to Amanda Bond, owner of Ad Strategist. She tells us how to get more results from our Facebook ads, how much to spend on ads, and how to scale the use of ads. She shares her “secret sauce” comprised of a 3-step formula that goes from engagement to purchases. 

Some of the highlights of the show include: 

  • Stop guessing, get results with Facebook ads; manage ads to get a better ROI
  • As Facebook ads gain popularity and attract more advertisers, cost for them will only continue to rise; stay ahead of growth curve and remain competitive
  • The Strategy System: Put people through a customer journey - Connect, Commit, and Close
  • Connect: Amplify content, put the brand out there, and engage your audience; review Facebook Page Insights to identify how your organic content performs
  • Commit: For lead generation, Ad Strategist only targets warm custom audiences; a custom audience is one that has previously interacted with your brands
  • Close: When you set up your Facebook ad, it is the first thing you do; patch up holes of close/sales retargeting ads for them to convert to purchase decisions
  • Take 3 main objections submitted to customer service and turn them into Facebooks ads to overcome those objections and increase sales conversion rate
  • Make sure you can sell an offer before spending lots of money on Facebook ads
  • Continue to fill pipeline with new members and scale sustainably by figuring out what information an audience needs to know to make a future purchase decision
  • Targeting broad audiences can be just as cost-effective; power of Facebook ad tools and optimization
  • If brand new to Facebook ads, don’t start Facebook advertising before you understand your earnings per lead

Links: 

Aug 7, 2018

Want to provide a better experience for your prospects and customers, and make your work life a little more efficient at the same time? That’s the dream behind marketing automation. It’s about delivering the right messages to the right people in the most effective way. 

Today, we’re talking to Chris Davis, director of education at ActiveCampaign. He teaches us that marketing automation goes beyond email marketing and shares ideas on how you can improve your customer experience with automation. 

Some of the highlights of the show include: 

  • Marketing automation is the process of employing technology to execute a marketing strategy
  • Hire and train each tool that you use in marketing to solve a problem
  • Owners wear many hats; marketing automation lets them do more of what they want to do in their business, than what they have to do
  • Examples of automation include someone filling out a form and your company following up or giving away something for free to obtain email addresses
  • Biggest mindset shift to automation is looking at your platform not as a way to send out emails, but as a way to collect data
  • Sole purpose of marketing automation is to scale personalization and make people feel individualized; automation allows you to sort or segment contacts
  • Before doing anything technical, define segments in your business; who are you going to be talking to? First 2 segments: customers and non-customers
  • Simple things become complex when understanding isn’t in close proximity; most businesses struggle to understand marketing and technology
  • Email can be the channel or means in which a message travels; send a message to customers to break the barrier of technology
  • Marketing automation qualifies customers and determines who should follow-up with them; automation serves as a facilitator
  • People prefer to buy online, rather than going into a store; their guards are down, but everybody still wants to be treated like a human being and individual
  • Outsourcing marketing can be a mistake; you may need someone internal to your business that is involved in the day-to-day to unleash your marketing

Links: 

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Jul 31, 2018

If you are a marketer, then you have probably heard of Rainmaker Digital’s Copyblogger and read some of its articles. Copyblogger is one of the most iconic marketing blogs in the world. It is kind of a big deal, and there’s a good reason for that. The team at Copyblogger works hard to publish specific content that the audience finds extremely useful and valuable.  

Today, we’re talking to Brian Clark, founder and CEO of Rainmaker Digital and creator of Copyblogger. Brian and Copyblogger are recognized by many as the most influential blogging resources. If you haven’t got the hint yet, Brian knows his stuff! So, learn all about audience, value, and generosity from him.  

Some of the highlights of the show include: 

  • Getting back to basics with digital and content marketing automation and personalization; it’s still the human being in the middle of it that matters the most
  • Know your audience for automation and personalization to be a delivery engine that gets better content to people who care about it
  • Learn how to use new tools before applying them in the fundamentals of a sound digital marketing strategy; the tool does not make the strategy
  • Audience First Content: Build your audience by providing them value; then you will understand what products they want and need
  • Publish content first that attracts an audience, and then build a product
  • Copyblogger is considered the Bible of content marketing despite no advertising
  • Rainmakers: Use email marketing principles and have a product to sell to develop authority and clients
  • How much to give away for free with your content marketing - be generous, tell them everything, and share as much as you can, if you are selling something
  • Content Creation to Revenue Generation: Are you getting more business than if you weren’t doing content marketing?
  • Productize content and charge audience for information by knowing the objective and removing all objections that prevent buying
  • Know your audience to determine the right format (audio, video, written, etc.)
  • Internet is the greatest market research environment; it’s no longer about not having enough information, but how to manage and utilize it all
  • Biggest mistake made is trying to appeal to everyone and not turn anyone off

Links: 

Jul 24, 2018

Can a well-researched piece of content from a single URL help bring in millions of views in just one year? The answer is, “Yes.” CoSchedule knows exactly how that feels. Researched content helps you drive 10X results that convert into profitable customer action. 

Today, we’re talking to Michele Linn, who knows everything about research-driven content marketing. She is the co-founder and chief strategy officer at Mantis Research. Michele has amazing advice to offer on how to succeed at content marketing. 

Some of the highlights of the show include: 

  • Research is crucial for content marketing; people want to find data that supports their thoughts and beliefs; become the authoritative source for some type of topic
  • Examples of research include CoSchedule’s State of Marketing Strategy Report, and research reports from Salesforce and Robert Half
  • Find new ideas for your audience/niche by conducting a survey, or looking for a stat that people believe but is not backed up by data   
  • Audiences that care most about research-based content are those in a new industry to gain justification, and on social media that like to share stats
  • Importance of research-driven content to prove or disprove something
  • Targeting Topics: Is it something that’s interesting to your audience? Does it align with your brand’s story? Is there other research available on this topic?
  • Research can be time consuming, about 4-6 months; but it is worth the effort
  • Research can be a guiding force and the glue that holds your story and editorial strategy together
  • Pitching researched content to justify time spent; what does client care about?
  • Content to produce results; start out small, don’t do too much at once
  • Tools and processes work well to gather research; try surveys and secondary research; determine sample size to be considered representative and valid
  • Metrics to measure for success include media mentions, impressions of research, leads, downloads, email subscribers, and backlinks
  • Research Process: 1) Strategy and planning, 2) Data science, 3) Compile data and turn into story, 4) Incorporate research into blogs, infographs, videos, etc.   

Links: 

Jul 17, 2018

How can you grow your website to become the world’s largest in your niche? Traffic without conversions does not let you influence profitable customer action, which marketing is designed to do. How can you get more results from your Website traffic? Marketing automation with Google provides prospective customers with what they want and when they need it to help influence their purchase decisions.

Today, we’re talking to Mike Danner, vice president of digital marketing at Ancient Nutrition. He helped the company’s Website, Dr. Axe, become the largest natural health Website in the world and generate about 19 million unique visits each month. 

Some of the highlights of the show include: 

  • Ancient Nutrition and Dr. Axe help educate and provide supplements for those who want a natural approach
  • Ancient Nutrition is progressive and doing things right to grow its Website
  • Every generation requires its own revolution; current generation is focused on sustainable farming and getting rid of big manufacturing lines
  • Ancient Nutrition evolved out of passion and vision to become #1 natural health Website in the world and buy Whole Foods some day
  • Organic and surge approach through success leaving clues; seek the best and biggest to mimic
  • Use automation to help increase conversions; automation through ClickFunnels improved growth for Ancient Nutrition
  • Focus on the return received from training, not the cost of the training
  • Organize, optimize, customize when building automation
  • Funnels that trigger journeys include micro-intense steps (cart abandonment)
  • Review and analyze data to make decisions; phases of data absorption, monitoring, and testing - experimentation and exploitation
  • Shiny objects are fun, but deploy something to earn money
  • Marketing Automation and Integrative/Holistic Approach to Testing Program: How often are you going to test? What are you going to do with the data?
  • If brand new to marketing automation, anchor toward your goals; make as much as you can evergreen, and automation’s only as good as the multiplier

Links: 

Jul 10, 2018

Do you know how to use social media to build an irresistible brand and delight customers? Want to be amazing on Facebook, Instagram, and all the other sites? Need some inspiration for your social media branding? 

Today, we’re talking to Dave Kerpen, chairman of Likeable Media and best-selling author of Likeable Social Media. He shares his advice on what has remained relevant in social media over the past few years and what will continue to help you be successful. 

Some of the highlights of the show include: 

  • Dave’s favorite ideas/concepts include using social media for listening and storytelling to put ideas into the world
  • Brands that are good at storytelling are Redbox, Ahold, Century 21, and Work It
  • Dave’s #1 social media goal for brands is to make money; have a specific monetary ROI in mind
  • Move people down the sales funnel for awareness to purchase 
  • Social media savagery trend where brands troll the trolls; is it helpful or hurtful? Depends on your brand’s personality and audience
  • Biggest mistakes marketers make include using social media to sell too quickly, not sell at all, and not use advertising to take advantage of paid opportunities
  • Make sure you’re not selling too much and your content is something you would Like, share, or comment on
  • For paid opportunities, focus first on investing dollars into ads on social media
  • Future Social Media Trends: Musical.ly, videos, and messaging apps
  • Stop investing time into a social channel when the reason you joined no longer applies

Links: 

Jul 3, 2018

Every day, consider your marketing career mindset. You can plan all you want, but at some point, you need to get to work, create something your audience will love, and launch it. You’ll probably make mistakes and face roadblocks along the way. But whatever goal you have for your marketing strategy, getting and staying organized will help you on your path to success.

Today, we’re talking to Kelly Napoli, who is the content marketing coordinator at Obermiller Nelson Engineering (ONE). Learn how to collaborate with subject matter experts (SMEs), importance of taking risks with your marketing, and why starting is more important than anything else. 

Some of the highlights of the show include: 

  • ONE is trying a bit of everything with its content marketing to see what works and what doesn’t
  • Marketers should pick SMEs’ brains to figure out what clients find interesting
  • It works better and smoother to have a conversation with SMEs vs. asking them to write marketing content
  • Lessons Learned: Once you’ve got a plan, implement it or nothing gets done
  • Personas: Have conversations about your target market
  • Provide audience with content that’s beneficial for them; at the same time, you don’t necessarily want to give away your secret sauce
  • Efficient collaboration with remote teams involves utilizing tools, including phones and video chats
  • Email is not always the most efficient way to communicate
  • CoSchedule advances you through the collaboration and communication process
  • Organization is Key: Find what works for you; for ONE, it’s CoSchedule
  • You pay for software, so use it; focus on what needs to get done
  • If you have multiple projects and tasks, stay organized by using task templates and Excel spreadsheets
  • Going from two to four new blog posts monthly to be consistent and productive; publish content to produce results and influence certain perceptions
  • Get organized in chaos behind marketing management; turn to CoSchedule, learn from your mistakes, and find software to help you stay organized

Links: 

Write and send a review to receive a CoSchedule care package

Jun 26, 2018

Do you open your Inbox only to see several emails asking for the same thing? To link to someone else’s content? Instantly, you move them to the Trash folder. Email outreach can actually work and complement your inbound marketing efforts. But your emails need to not be anything like the random ones that you throw away.

Today, we’re talking to Ian Cleary of RazorSocial and OutreachPlus. He is an amazing inbound marketer, who has discovered that complementing inbound tactics with outbound email outreach can help you build relationships, increase brand authority, and boost your backlink profile. To do it well, you need to think about personalized connections, providing value to them, and starting small. Everything you will learn about email outreach from Ian is pure gold. It works, and it can help you reach your goals. 

Some of the highlights of the show include: 

  • Definition of Email Outreach: An email outreach tool helps you reach out to subscribers, a new audience, a smaller audience, or a group of influencers
  • Send highly personalized emails to promote content or generate leads
  • Benefits of email outreach include building your brand, driving relevant traffic to your site, promoting your content, and growing your authority
  • Cold email outreach works by with highly personalized, relevant, and very targeted emails
  • Provide something of value; deliver brief, quality content
  • Conduct research to make sure you are reaching out to the right target audience
  • Don’t think about selling, but about starting a conversation
  • Ways to find influencers and build relationships, develop relevancy
  • Following Up: Send two emails and then stop; don’t be annoying or damage relationships
  • Outreach Criteria: Look for opportunities to engage and interact with Websites with a higher authority to get valuable links
  • Tactics that work to complement outreach efforts include getting onto social media, sharing content, and looking for opportunities to interact; when reaching out, reference a conversation, interaction, or piece of content
  • Highest converting outreach for Ian is guest posting; invite people to be a part of the blogs you’re writing
  • When getting started with email outreach - start small, build the skill, and get better at it over time to be successful

Links: 

 

Jun 19, 2018

Exclusive interviews continue from Garrett Moon’s book, 10X-Marketing Formula, which features top marketing professionals who uncover uncommon marketing mindsets, methods, and growth strategies.

In this episode, we’re talking to John T. Meyer, CEO and co-founder of Lemonly, which is a visual marketing firm. John started Lemonly as a way to educate people about how digital media is a way to reach customers, and eventually the business ended up specializing in infographics. Lemonly helped build and pioneer the infographics industry, and it has evolved into visual storytelling - the secret sauce. 

Some of the highlights of the show include: 

  • Humans are visual creatures bombarded by messages; infographics make the world less noisy and confusing
  • Infographics transitioned from visualizing data to a storytelling formula, where there is a beginning, middle, and end
  • Core types of stories offer familiarity and ability to predict what will happen
  • Lemonly starts with content by creating an outline that features the goal, 3 main points, and summary/call to action
  • Web of Content: Where will content live to connect and hook pieces on mediums
  • Issues related to driving traffic through visuals on various social media mediums
  • Visuals grab people’s attention, but you need a good story for ROI
  • Other options available, but Lemonly offers person-to-person relationships
  • Examples of 10X ROI results from visual content
  • Infographics fail and don’t live up to full potential when delivery is blurry, squished; don’t do all that work, and then stumble at the end

Links: 

Write and send a review to receive a CoSchedule care package

Jun 12, 2018

How are your conversion rates? Are you getting qualified leads? To drive value for your company, you need to convert audience members to customers. If you think you need help, you do. 

Today, we’re talking to Lance Jones, director of marketing at ReCharge, which helps its customers sell subscriptions on their Shopify stores. Lance shares powerful tactics to help you increase conversion rates. 

Some of the highlights of the show include: 

  • ReCharge’s biggest marketing challenges; from distractions to lack of patience
  • Combining conversion rate optimization and audience language to communicate effectively
  • Connecting with customers by using their words and phrases in your copywriting
  • Formulas and techniques for successful conversion copywriting, including problem/agitation/solution (PAS)
  • Building partnerships and relationships with niche businesses; knowing your target customer and their pain points to offer solutions
  • Providing value back to partners by understanding their business and offering services/tools to solve problems
  • Building trust by educating and teaching customers how to do something
  • Focusing on a new niche; it’s difficult to commit to going narrow

Links: 

 

Jun 5, 2018

Do you have a product or service that people want? Nothing else matters. Every major company started with a very specific customer, and every business has competition. The easiest way to win is to pick a more specific customer to serve. So, pick a target customer, and be very strict about it.

Garrett Moon, CoSchedule CEO, recently wrote the book, 10X Marketing Formula: Your Blueprint for Creating Competition-Free Content That Stands Out and Gets Results. Fortunately, Garrett recorded the interviews he conducted for the book. In today’s episode, Garrett’s 10x interview is with Noah Kagan of Sumo, AppSumo, and Briefcase. Noah continuously pushes the edges of marketing and growth. 

Some of the highlights of the show include: 

  • Focusing on eCommerce has positively transformed Noah’s companies
  • Growth Hacking and Marketing: How to find channels that have not been fully utilized or abused
  • What has helped grow your business? Do what works; go back to the basics
  • Favorite Growth Strategies: Determine what new marketing channels will work; and platform marketing
  • Proactive Dashboard: Has to be controllable; you can’t be dependent on anything
  • As a marketer, what is one thing you can stop doing today? What are you wasting your time on?
  • Noah’s companies perform testing and validation on how they can get more traffic and on-site optimization
  • Use content to grow your business; what’s unique about what you’re writing
  • Social vs. search content; one is short-term, and the other is long-term options
  • Process of understanding your target audience: Which customers have the highest lifetime value? Which have been the easiest for the sales team to talk to?
  • Noah’s companies have made two major shifts when focusing on customers: Qualified sign-ups and content related to eCommerce
  • Revisit pricing and customers; contact customers via the phone for feedback
  • Segment your audience to understand them; but don’t do it too early
  • Find a product you love, and let specific people in the world know about it; help people 1 by 1

Links: 

 

 

May 29, 2018

A sales and marketing funnel is when people have an awareness of your brand and move closer to a buying decision. You want them to know, like, and trust you, so there is enough value for them to become your customer. What does your customer’s journey look like? 

Fortunately, today’s episode features Daniel McGaw, the founder of Effin Amazing and creator of UTM.io. Daniel is a conversion rate optimization and sales funnel expert. Find out about the magic you can get from links and how to increase Website and content conversions. What are the superpowers of what can be done with a link when shared online? 

Some of the highlights of the show include: 

  • Urchin tracking module (UTM) tags are bits of code you can add to the end of any link; it’s the only universal tracking method available
  • Daniel’s product offers presets for teams to keep tags consistent
  • Most entrepreneurs think about business in the wrong way; they focus on the logo, brand, mission, and other factors before they acquire customers
  • Daniel thinks of business this way: Where is the demand? Do we have a customer? If we have a customer, then we have a business.
  • How Effin Amazing got its name and gets a lot of attention
  • Don’t ask for tons of information; just get an email address to optimize for leads
  • Funnel Anatomy: Awareness, top of funnel (TOFU), middle of funnel (MOFU), bottom of funnel (BOFU), and referrals of the funnel (ROFU)  
  • Daniel’s company uses the Velocity/Impact/Confidence/Easy (VICE) framework to map a funnel, which includes documenting information, developing strategies, and building benchmarks
  • Evaluate your team’s skills and abilities to augment VICE scores
  • Most marketers and businesses go wrong when they expect people to buy too quickly; and do not get enough email addresses - email is king and the lynchpin to success
  • Learn more about your customers during the funnel stages, and try to educate them

Links: 

 

 

May 22, 2018

Successful marketing takes more than just running ads, publishing articles, and designing newsletters. With so many moving parts, running a successful marketing program can be elusive. So, use a thoughtful and simple framework to cut straight to the heart of what it means and what it looks like to get consistent results. 

Today, we’re talking to Michael Brenner, the CEO of Marketing Insider Group and co-author of The Content Formula. He shares his global perspective and the secret to success when it comes to content marketing. 

Some of the highlights of the show include: 

  • Michael discovered that he had an aptitude for helping customers at scale
  • Counter-intuitive nature of life applies to marketing; there’s a lot more to marketing than just advertising, which we hate and tune out
  • We perceive marketing in the wrong way; it’s a two-way communication between a company and its customers
  • What type of marketing works? Things that are not selfish, promotional, and interruptive, but aligned to what customers are wanting and what helps them
  • Marketing starts with culture, and growth equates to the amount of empathy a company has for its customers, employees, and world
  • Mission Statement: What is your purpose? Meaning? What do you achieve for the people you touch?
  • Step 1: No matter what you are working on or what role you play in the company, always ask: What’s in it for the customers?
  • Do less promotion in advertising and more content marketing or education
  • Identify the amount of integration and interaction that occurs across the company
  • Step 2: What’s in it for your colleagues? Marketing goes beyond the marketing department; it’s a collaborative and magical effort
  • Step 3: What’s in it for the company? Conversions and ROI of content marketing
  • Culture, empathy, and performance lead to effective and successful marketing
  • Michael tries to do 2 things every day: Be thankful and show empathy (T & E)

Links: 

 

 

May 15, 2018

Has your smartphone ever beeped or vibrated to let you know that something, some piece of information or message, is waiting, just for you? Without even thinking, you read, listen to, or watch, and become completely absorbed in it. How have these pieces gained so much power over our behavior and attention? How do software companies hook us, and what can marketers learn from this phenomenon?

Today’s guest is Nir Eyal, who says today’s smartest companies have melded psychology, business, and technology into habit-forming products. Nir is the best-selling author of Hooked: How to Build Habit-Forming Products. He’s an angel investor and expert in behavioral design. He unveils some psychological principles behind some of today’s biggest, most valuable, and most frightening companies. 

Some of the highlights of the show include: 

  • Skill of the century is the ability to cultivate focus
  • Behavioral Design: Products that are most engaging and habit forming were built with consumer psychology in mind
  • People use the Hooked model to engage with a product or service
  • Step 1: Internal trigger (reason why you use a product - to modulate your mood, to feel something different; products and services cater to emotional discomfort)
  • What’s the user’s itch? What’s their pain point that occurs frequently enough to build a habit around?
  • Step 2: Action (the simplest behavior done in anticipation of a reward and relief from discomfort; technology shortens the distance between the need and reward)
  • Lewin’s Equation: “People act in accordance to their personality and their environment,” which means the easier something is, the more likely people are to do it
  • Step 3: Reward Phase (the itch gets scratched, the customer’s need is satiated, and their problems are solved)
  • Element of Variability: Something of mystery, something of uncertainty
  • Three types of variable rewards are: Rewards of the tribe, rewards of the hunt, and rewards of the self
  • If you can form a habit, you can engage people with your brand through a community/content habit, and monetization is the result of engagement
  • Step 4: Investment Phase (increases likelihood of the next pass through the hook by loading the next trigger and storing value)
  • Content, data, followers, and reputation are ways to get users to invest in your product
  • Companies should make a deliberate effort to understand consumers better; what makes people click and tick, so you can build services that they want

Links: 

May 8, 2018

How do you deliver traffic to your blog? How do you move from chasing an audience to attracting and keeping one? 

Today, we’re talking to Jeff Bullas, an internationally renowned speaker on digital marketing, including social media, blogging, and brand building. His mission is to help people win at business and life in the digital world through the art of storytelling. 

Some of the highlights of the show include: 

  • Storytelling: If people forget what you told them, they won’t forget how you made them feel
  • Marketers in different countries face the same problems; they all want more traffic and conversions
  • How Jeff took a $10 investment to generate more than 25 million visitors
  • Books and blogs that inspired Jeff
  • Build credibility and create content
  • Description of Jeff’s virtual team; how he avoids the office because it feels like work instead of fun
  • Make your brand memorable
  • Connection between storytelling, social media, and driving traffic to your blog
  • Make your audience the hero of a journey; convince people that they are capable
  • With traffic, you have to earn and own it to convert it to leads and sales
  • Passion and purpose is not a destination, it’s a calling and journey
  • Develop a daily routine that becomes a habit
  • Where to start: Ask yourself, Why am I here? What’s my passionate purpose?

Links: 

May 1, 2018

Does it feel like you are trying to herd cats? Managing your marketing that way is not strategic. Get organized to manage your time, help you predict how long projects will take, and plan ahead to get real results.

Today, we’re talking to Lindsay Scarpello, an organizational mastermind with a background in journalism. Marketers need to think like journalists. Learn organizational and time management skills, as well as how processes and workflows are imperative for success. 

Some of the highlights of the show include: 

  • Lindsay’s role at OBI Creative, a research and communications advertising agency
  • Lindsay’s employment background in journalism and marketing
  • Build trust with customers through education and high-quality content
  • Organizational skills needed for marketers to succeed
  • Time Management: You can’t miss deadlines and must be willing to hustle
  • Decipher and present data in a digestible way
  • Find and implement tools to maximize your time; keep using what works for you
  • Lindsay plans ahead to stay organized with her time
  • Be aware of what’s going on by using To Do list apps, notebook, or other tools
  • Build a foundation of organizational skills to boost results and be an investment
  • Organization becomes a habit in your personal and professional life
  • Spend time defining processes to be able to execute them
  • Content Planning Process: Research, build strategy/create steps, receive feedback, and implement
  • How to plan content ahead of time using rules of marketing
  • Be tech savvy and have working knowledge of all Microsoft Office programs
  • Know how your brain works and your company’s goals   

Links:

 

Apr 24, 2018

These days, you need to create both a great Website and great content to rank on Google. 

Today, we’re talking to Brian Dean, an SEO expert and founder of Backlinko, about how to fuel your 10x content using his research method called the Skyscraper technique. 

Some of the highlights of the show include: 

  • Black Hat SEO: Stuffing keywords and creating fake signals to rank in Google
  • Google penalized sites using this strategy
  • White Hat SEO: You don’t mind showing Google everything you did to optimize your site
  • Backlinko teaches people White Hat SEO strategies
  • SEO Elements: Keyword and topic research; create content around them
  • Two types of keywords: Information and commercial
  • Create and optimize content that gets the most searches around keywords/topics
  • Differences between well-researched and not researched content and topics
  • Provide one-stop shopping for all the information customers need
  • Skyscraper Technique is a form of research to figure out what content will perform well:
  1. Find a keyword
  2. Search for keyword in Google
  3. Create content better than what’s on first page of search results
  • Ways to improve content - go bigger and better, curate, storytelling, and more
  • Focus on quality over quantity; create less content, make it more valuable
  • Common missteps when implementing “less is more” strategy and ranking

Links: 

 

Apr 17, 2018

Where do your customers hang out? What kinds of things do they like? What publications do they read? Customer research involves a lot of leg work, so does this information even matter? How can you leverage such insight for SEO? 

Today, we’re talking to Rand Fishkin, founder of SparkToro and author of Lost and Founder. He is a powerhouse in the content marketing and SEO world. 

Some of the highlights of the show include: 

  • Background, origination, and purpose of SparkToro
  • Reaching/Researching Audiences: Slow, frustrating, and inaccurate process
  • Companies spend money contracting agencies for a list of top customers, blogs, podcasts, and events
  • Bones of Audience Intelligence: 1) Identify audiences across channels; 2) Know audience density; 3) Use trustworthy and valuable metrics
  • How to obtain, benchmark, filter, and analyze data
  • Data Points: Which to focus on and where to get them
  • Social Network Profiles: Report follower count and engagement
  • Biases generate unrepresentative data influenced by SEO
  • Significant sample sizes and diverse groups are needed for true coverage
  • Examples of missing specific audiences
  • SparkToro lets you find people who practice specific fields
  • Does current audience intelligence data represent the market as a whole?
  • Improve SEO by helping audience accomplish tasks, and identifying and broadening link sources

Links:

Rand Fishkin on Twitter

SparkToro

Lost and Founder

Project Event Safe

Moz

SurveyMonkey Audience

Nate Silver

SimilarWeb Pro

AMP on iTunes - leave a review and send screenshot to podcast@coschedule.com

 

Quotes by Rand: 

“If you’re looking at a social network profile, don’t just report on follower count, go look at the last 20 or 50 posts...report on how much engagement did each of those get.”

“Go out there, build a company, make mistakes, just don’t make exactly the same ones I did.”

“You get biased by your existing understanding of the field.”

 

Apr 10, 2018

Copywriting can happen anywhere - from blogs to cereal boxes. It includes the whole world of marketing words. Conversion copywriting helps businesses build their business. Conversion copywriting is about getting people to say “Yes” and generating more leads and buyers. It measures results to see if something converted or not.

Today, we’re talking to Joanna Wiebe, a conversion copywriter, creator of Copy Hackers, and co-founder of Airstory. She is an absolute authority on copywriting and conversions. 

Some of the highlights of the show include: 

  • What makes people say, “Yes?” Whether it is clicking or trying something. There are different formulas you can use for this goal.
  • Ask customers, “What was going on in your life that brought you to…” Then, you can identify their motivation.
  • If you put a button on a Web page, people will click it because it is there. Lots of things will move people to click, but rarely lead to conversions.
  • Stages of Awareness: Unaware, Pain Aware, Solution Aware, Product Aware, and Most Aware.
  • Persuasion techniques are typically triggers used at the late stages in hope that you will make people buy.
  • “Don’t put pressure on poor, little button.” It’s going to get clicked, but don’t put too many fancy marketing tricks within it.
  • Where does it go? What will it say? Push best people to the most highly optimized button.
  • There’s buttons for Calls to Value or Calls to Action. A Call to Action button is to tell the user exactly what you want them to do. For example, Download Ebook or Complete Purchase.
  • A Calls to Value button regards why a customer is performing an action and completes the phrase, “I want to…”
  • Change your button approach depending on the type of medium you are using. It depends on the context for an action or engagement.
  • Map out actions based on context and location - email, Website, blog, etc.
  • Map Calls to Action to move customers to the next stage of awareness.

Links: 

Quotes by Joanna Wiebe: 

“It wasn’t the digital atmosphere we have today in marketing where everything, everything gets measured.”

“The real thing is we want to convert. We want more leads and we want more buyers. That’s what conversion copywriting is about.”

“We can’t do a lot of motivating with copy, but you can take someone’s motivation and turn it into something.”

“People want to click things. Mostly because they just want to move through life and get their problems solved.”

Apr 3, 2018

Content marketing is easy, right?! You just find a keyword, write a list post, rank #1 on Google, get tons of traffic, and crush your goals. It should be that easy, but the future of successful content marketing is changing. Now, the goal is to influence profitable customer action.

Today, we’re talking to Jennifer Pepper, the marketing manager for content creation at Unbounce. She shares why it is more important than ever before to go beyond lifestyle or listicle content, to publish content that solves for intent, and to connect the dots for between your audience’s pain and your product offering.

Some of the highlights of the show include:

  • At Unbounce, Jennifer manages the production of content marketing initiatives and helps develop content strategy for the company’s marketing goals.
  • Unbounce started blogging as a company before it even had a product. It started blogging to validate whether the problem it was trying to solve for marketers actually existed. The problem: Do people need to find a way to build dedicated landing pages without a developer or IT? Yes!
  • Unbounce discovered that content and blogging was a great way to build a following by conveying authority and speaking in a way that resonated with marketers.
  • Years ago, you could write content that stood out and drove traffic. However, rather than simply focusing on lifestyle, you needed to have a correlation between a product and lifestyle or journey to convert to sales.
  • Many marketers realize that having so many channels, such as a blog, podcast, and ebooks, eventually do not produce results despite tons of effort. You need to create content that solves for intent and what the customer wants and needs.
  • Unbounce centers on problem focus first vs. bringing a solution right away. What is the problem marketers are trying to solve? How do you meet them on the other end with the best answer on the Internet?
  • By blogging first, Unbounce was able to help serve product development and validate assumptions through content.
  • The process of connecting lifestyle to a core product involves what’s going to be the next growth channel in terms of content and focusing on fundamental questions and core problems. Learn to optimize the content you create.
  • How do you know when it is time to pivot and change? At Unbounce, it reviewed net new traffic to a content channel and whether content attracted people and pushed them to a new trial start.   
  • There was content that was driving traffic, but it was old. And the traffic was dipping because it was not ranking anymore. Do you invest further in a channel that is flatlining? Or, how do you go back to that content and refresh it to attract traffic and rank again?
  • Keep cornerstone content fresh and relevant and at the top of search results. Does it still answer the core question? Would you click it from a search engine results page (SERP)? If not, make changes to the content. On the Web page, how quickly does it get to the core answer? If not fast enough, revise the content. Is the best experience on the Internet for this particular question best suited to a blog post or an online experience?
  • Conduct keyword research to discover the intent of what people are looking for and refresh the content. Also, find and use synonyms that relate to your product and business.
  • Unbounce uses a few tools that are handy to find relevant synonyms and conduct keyword research: Ahrefs and SEObook.
  • It is important to pivot from lifestyle content to optimize for product intent because of how people are interacting with the Internet. Reach the right customers in the right ways to save time and money.
  • Jennifer focuses on the customer journey through curriculums - marketing as a form of education and way to nurture prospects into customers. It is about creating content that ranks through keyword research and curriculum through grouping keywords by intent.
  • To put a curriculum together, ask yourself the following questions: What’s the best way to show this information online? What are customers hoping to find? Map out and determine calls to action for the customer’s journey.  
  • Mature content by analyzing traffic drops on posts that used to perform well. Go back to the content to identify its intent and whether the content needs to be refreshed or offer something new. Perform keyword research to cover fundamentals. Are they the best experience on the Internet?
  • CoSchedule’s CEO and Founder Garrett Moon just published a book titled, 10X Marketing Formula, which discusses the content core - what you do and what you talk about to create content that gains customers.  

Links:

Quotes by Jennifer:

“We started blogging as a company before we even had a product...as a way of validating early on if the problem we were trying to solve for marketers actually existed.”

“We were always creating more instead of looking to better merchandise messages and content that we’d already perfected and produced.”

“We’re trying to look at being more problem focus first vs. bringing a solution right away.”

Mar 27, 2018

Have you spent a ton of time on a piece of content, only for it to get no traction or traffic? Does it end up in the graveyard of the Internet? What about a piece of content that drives traffic, but not to conversions? These are huge problems for content marketers. 

Today, we’re talking to Garrett Moon, CoSchedule’s co-founder and CEO. He will share content solutions and information from his new book, 10X Marketing Formula. 

Some of the highlights of the show include: 

  • Content marketing is not living up to the hype that it promised and not generating the results that were expected.
  • Who’s who in content marketing have provided positive testimonials for Garrett’s book.
  • One core reason why marketers are not getting results with their content is that it is not good or unique enough to stand out.
  • Need to Create Competition-Free Content: As a marketer that is creating content, your content is in competition with other content. Find ways to differentiate yourself.
  • What are your top 5 competitors doing for content marketing? If it looks like what you are doing, then do something different.
  • When CoSchedule performed an assessment of its competitors, it noticed a similarity in length of posts, consistent use of imagery, and low usage of resources in posts. Find opportunities that move you away from the competition.
  • Garrett shared a case study of Groove HQ. It had a regular content marketing blog that focused on useful things for professionals. There was moderate success, but it was not great. The company needed to do something different with it. So, it launched a brand new blog called, Groove’s Journey to 100K in Monthly Recurring Revenue. The company shared what worked and didn’t, and the blog experienced overnight success.
  • You need to have an appetite for risk to really stand out, but risk is not the problem. It is failure.
  • Marketing has become about the methods we use. However, if you’re constantly building your marketing on top of methods, you’re just copycating what everyone else is doing. Take a risk and try something new.
  • Stick with the plan, even if it doesn’t work.
  • Content Core: What does your audience want to read about? What interests them enough to click on a link? Clicks don’t necessarily equal value and results. Don’t fall into that trap!
  • Find an overlap between the topics you need to cover for your audience of existing and potential customers and the content you need to produce as a company. It’s about what your audience cares about and what value as a business you provide.
  • What is the customer’s problem that made them hire CoSchedule to solve? How do you turn solving their problem into content?
  • Marketing Projects: Allows customers to manage multi-media marketing campaigns.
  • CoSchedule helps customers solve complex problems by offering free, simple tools. If you help your audience be successful without you, they’ll be dying to be successful with you!
  • The best way to get results with content is to talk to your customers.

Links: 

10X Marketing Formula

Jay Baer

Joe Pulizzi

Blue Ocean Strategy

Groove HQ

AMP on iTunes - leave a review and send screenshot to podcast@coschedule.com 

Quotes by Garrett: 

“Content marketing is just not always living up to the hype that was promised. It’s not always giving them the results that they feel they deserved.”

“As a marketer and a content marketer that is creating content, we have to actually realize is that our content is now in competition with other content.”

“Risk is all about failure, and I think you have to learn to sort of embrace failure and use it as a learning exercise and a way to improve what you are doing.”

 

Mar 20, 2018

Your customers use social media to talk about your industry, competitors, and brand. They provide valuable information that you can use to generate content ideas, understand why they go elsewhere, and prevent PR disasters. That’s why social listening is so important. 

Today, we’re talking to Joei Chan - content marketing manager from Mention. She shares some examples, tips, and advice that will help you capitalize on social listening opportunities. 

Some of the highlights of the show include: 

  • Mention is a Web and social media listening tool for brands to track online conversations and listen to key topics and strategies for brand development.
  • Joei leads content marketing partnerships to generate demands and leads for the sales and marketing team.
  • Social listening is monitoring online conversations to understand what customers are saying and collect feedback about your brand and industry.
  • Part of social listening involves understanding keywords and topics that your audience is talking about. Tracking when your company name or brand is mentioned. Also, track content marketing for keywords used in your industry.
  • Identify keywords and topics that focus on your goals.
  • Social listening is important for marketers to understand and care about because they need to know their target audience. Is what you have in mind when it comes to your audience, reality? Is your perception accurate?
  • Social listening also helps you track campaign effectiveness. How far is the reach? Brand sentiment?
  • Social listening can be used to improve campaigns and content by understanding what platforms your customers are using and what kind of content interests them. Also, utilize content directly from your customers to generate engagement.
  • There are a lot of opportunities that you can discover by listening to what your customers are saying, and then tailor your content based on those conversations.
  • User-Generated Content: For example, you can tie into users who like to show off your product after using it by asking them to use a specific hashtag or encourage them to generate specific types of content. It is a team effort between you and the customers.
  • You can highlight and leverage user-generated content in various ways to promote your brand.
  • Share entertaining and humorous content, even if it is your own expense and you need to welcome humility. Every brand messes up once in awhile. Embrace your failures and be authentic about it.
  • Use social listening to find and build your audience. Understand your audience and give them content that interests and engages them. Listen and react to them in real-time.
  • Competitive Analysis and Monitoring: Gather information on your competition. Your brand and products are never alone and always compared with others. What are your competitors doing that you can learn from?
  • Inbound Marketing and Social Listening: Attract people to your brand through brand awareness and brand perception. What works in your favor? Your social media presence/reputation and positive reviews.

Links: 

Joei Chan; Mention

AMP on iTunes - leave a review and send screenshot to podcast@coschedule.com

Reese’s Misshaped Trees on Social Media

 

Mar 13, 2018

Imagine knowing exactly what your target audience needs are and when they need them. Delivering exactly the right value at the right time. What would this mean for your marketing?

Today, we’re talking to Kyle Gray, an entrepreneur, bestselling author, and savvy content marketer. He has helped startups reach $1M in revenue, and his work is featured in some of the largest online marketing publications. Kyle breaks down two fundamental frameworks that content marketers can use to be persuasive and maximize helpfulness - making their target audience know, like, and trust them. 

Some of the highlights of the show include: 

  • How Kyle helps entrepreneurs create a powerful storyline for their business that drives sales, growth, and engagement.
  • Kyle’s Scalable Storytelling Process features three steps: 1) Discover: Find the most interesting aspects of your story; 2) Define: clearly understand what the story is and how it should come across; and 3) Delegate: Bring on people to help you tell the story (i.e., freelance writers, social media marketers, etc.).
  • Kyle’s book, The Story Engine, is a busy entrepreneur’s guide to content strategy and brad storytelling without spending all day writing.
  • Kyle prefers frameworks because they organize thoughts and ideas. He prefers a framework that combines The Hero’s Journey storytelling formula with The Buyer’s Journey, which maps out what customers are thinking and key questions that need to be answered before they make a purchase from you.
  • The Hero’s Journey: An older, wiser person nudges a hero along on an adventure. They depart for the adventure, only to face various obstacles and approach the big enemy. They feel like they may not be able to overcome such problems. However, during the darkest moment, the hero finds a treasure, secret, or tool to help them solve a problem that they once saw as impossible. As soon as they find this, they get results and return home wiser and stronger than before.
  • The Buyer’s Journey: Is there a problem? Yes. Learn more about the problem. Make changes and seek help because you are in crisis. Then, you are open to making a purchase. You find your treasure, such as your purpose - an intense focus on your audience.
  • Three stages of identifying and understanding customers: 1) Know: They need to know who you are; 2) Like: They need to like you compared to your competition; and 3) Trust: They need to trust that you can get the results.
  • Don’t focus only on demographics when it comes to customers. Address their mindset, as well. They may not even know a problem exists, so you need to provide them with valuable content. Once they aware, they can do research and find options. Then, they solve a problem, especially if they have some knowledge and education related to it. They trust themselves to get results.
  • Create content for each stage of the buyer’s journey. Know Stage: Use short content, social media posts, inspirational videos, and quick tips to grab their attention and generate awareness. Like Stage: Use big, epic posts and detailed guides to educate and empower customers. Trust: Use Webinars and success stories that focus on the customer as the hero.
  • Increase leads and ROI from storytelling: Create a connection with your customers.

Links: 

WP Curve

Self-Publishing School

DigitalMarketer

AdEspresso

The Story Engine book and blog

Dan Norris

The Hero’s Journey

The Buyer’s Journey

The Gut Institute

Hashimoto’s Disease

Frodo Baggins

Gandalf

Alex Turnbull and Groove HQ; Blog

iTunes Review; send screenshot of review to podcast@coschedule.com to receive a CoSchedule Care Package

 

Quotes by Kyle:

 “I’m a very process-oriented person. So, I love to take people through the same process over and over, and refine it and improve it over time. So, I’ve developed something I call the, ‘Scalable Storytelling Process’.”

“I love to use frameworks to really help us organize our ideas.”

“We not only need to understand the demographics of our customers, but we need to make sure that we create content for each of these different stages of the buyer’s journey.”

“We also take action on problems that we feel most empowered to solve.”

 

Mar 6, 2018

Content marketing is a highly competitive space. Every single day, nearly 60 million blog posts are published and five billion YouTube videos are watched. Are you always trying to edge out search results to be on top? Discover how to reframe your mindset when it comes to content marketing.

Today, we’re talking to Garrett Moon, CoSchedule CEO, about how to handle such competition when it comes to content marketing and his new book, 10X Marketing Formula: Your Blueprint for Creating Competition-Free Content That Stands Out and Gets Results. 

Some of the highlights of the show include: 

  • Marketers are responsible for bringing in leads, sales, people - big tasks - to support core business metrics. Garrett’s book describes taking the formula, process, tips and tricks, and things that work and don’t for CoSchedule and making them available to anybody to use and implement in their business and marketing process.
  • Gartner’s Hype Cycle: How new technology is adopted. When content marketing took shape a few years back, all of a sudden, everyone is adopting it and reworking their marketing teams, creating content, doing blogging, building email lists, and other tasks. Content marketing made a lot of promises to us.
  • Now, Garrett believes we are entering the trough of disillusionment. We adopted content marketing, but what about those big promises that were made? What about the results? Why are you not getting the results your were promised?
  • How do marketing teams provide business value? Content marketing need to be reinvented.
  • Garrett describes the Me Too epidemic in marketing. There is so much free content online where pieces of strategies, tactics, and other items are copied and pasted. However, it does not create an entire picture or blueprint.
  • The goal is to create a framework from start to finish process on how to find something unique to your business that only you can do and be successful with. Something that stands out and gets results.
  • Creating Competition-Free Content: Not only your business and products is in competition, but your marketing is in competition with other marketing. Find a way to break past that barrier created by competitors.
  • The book, Blue Ocean Strategy, refers to the Bloody Red Ocean, which is full of competition and where businesses are fighting each other to stand out - they’re at war with each other. However, the Blue Ocean is wide-open and uncontested. Your free to swim around and move about because you have successfully been able to differentiate yourself from the competition.
  • To differentiate your content marketing, focus on your topics, how you create content, and how to connect that content and share it with your customers.
  • 10X reference: look at what you are doing and ask if what you are doing will help your team multiply results, including increasing sales leads and the number of visitors to your Website.
  • Marketing teams needs to focus on 10x growth rather than increments of 10 percent improvements. Marketing teams are designed to produce results, not worry about risks.
  • Agile Manifesto: focuses on how software development could be better. A powerful way to cause engineers to rethink and reframe what they’re doing.
  • 10X Manifesto: focuses on how so much of marketing is about mindset when it comes to how we do and approach things.
  • Results or Die: 10X marketers work in a results or die oriented business, not 10 percenters allowed. Many think of marketing as a process for things they do - marketing is the blog, social media channels, conference booth, etc. There’s all these deliverables that a marketing team creates and hands off to others, such as the sales and support teams. Marketers are not here to produce Web ads or build a Website. They’re here to help produce business results and help grow companies.
  • 10X marketers understand that growth requires failure, strength is in progress, not perfection. Teams that embrace failure (fail fast) understand that it is not about failure but acknowledging imperfection.
  • Marketing comes with assumptions: assume methods used to get the message out will work; assume there’s the right mix of email ads; assume messages are right; assume the timeline is correct. Ever realize how much you are guessing?
  • The problem is in the marketing plan. It becomes a risk-removal tool that leads to pointing fingers and placing blame on others. Instead of a plan, start with a goal.
  • To start down the 10X marketing path, list what work you did this week. Are these 10X or 10 percent activities? Do any of these activities have the ability or potential, in a short period of time, to multiply results by 10X?

Links: 

CoSchedule; Garrett Moon; 10X Marketing Formula book

Gartner’s Hype Cycle

Blue Ocean Strategy  

Agile Manifesto

SpaceX; Elon Musk

Quotes by Garrett: 

“Everyone was really excited about it (content marketing). There was a lot of energy. A lot of hype behind it, and a lot of big promises that content marketing made to all of us.”

“If we’re going to really double down. If we’re really going to continue doing this, how do we really make it sing? How do we really make it pay for itself and become a true part of our results?”

“For us (CoSchedule as a start-up), it was results or die.”

“Once teams start looking at what they’re doing, how their processes are built, one thing they tend to find is that much of what they’re doing is based on mitigating risk vs. generating results.”

Feb 27, 2018

Garrett Moon’s 10X-Marketing Formula features interviews with top marketing professionals to uncover uncommon marketing mindsets, methods, and growth strategies. There’s so much you can learn from them to help your business! 

Today, we’re talking to Pat Flynn, the founder of Smart Passive Income, about how to crush a $300,000 launch and keep up with publishing so much valuable content. Besides starting his own software and app businesses and Websites, Pat also helps thousands grow their online businesses by sharing his process of what goes well and what doesn’t. 

Some of the highlights of the show include: 

  • Initially, Pat did everything on his own. However, his team has grown over the past few years to support his mission. Now, most tasks are handled by his team. Pat handles the big ideas, not the busy work.
  • Pat has been able to output more content and not fall behind as a result, including through online courses, books, and speaking engagements.
  • Plan ahead when it comes to your content. Develop a top-down view using an editorial calendar to maintain efficiency and consistency. What topics do you want to cover? What are customers talking about?
  • Develop lead magnets associated with topics or themes. What potential incentive can you offer to customers? Incentives could include an affiliate product or offer for an online course or Webinar. Thinking ahead of time gives you opportunities to be more strategic with your content.
  • An editorial calendar makes sure all team members are onboard with the same goals and tasks. It’s about content and what teams are doing related to it. Then, they know what’s coming and what they can look forward to.
  • Pat’s team meets every two weeks to review goals and accomplishments of the past two weeks, as well as items they want to achieve in the next two weeks. It ensures that they are working on what they need to truly be working on.
  • If everything goes as planned, that’s a bonus. Fire drills are things that happen and blow everything up. So, you need to have flexibility built into your editorial calendar for unexpected issues and to put out fires.
  • As a manager, Pat is comforted to know what needs to be done and that his team members are handling tasks. It is motivational, too, because he knows his team is holding up their responsibilities, which makes him more likely to do what he is responsible for completing. It’s a cohesive unit that supports each other.
  • An editorial calendar equals freedom, flexibility, and breathing room for you. It takes the weight off your shoulders because goals and structure are developed and in place. A little time upfront means less time spent later on.
  • When implementing an editorial calendar, there are some best practices to follow. It takes iteration, experimentation, and communication. CoSchedule makes it simple.

Links: 

Quotes by Pat: 

“I’m only now doing what only I can do. Everything else is being taken care of by the team, and it’s so essential.” 

“Have your own content, support your own content.” 

“Podcast was on everyone’s mind because we planned ahead, we utilized the editorial calendar, and we hit a home run.” 

“Stop, start, and continue has become an important thing for us.” 

 

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