Content Marketing Tutorial For Beginners [Video]

https://www.youtube.com/watch?v=osVm6UrwEYc

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Hey everyone this is shruti from simply learn welcome to this content marketing full course by
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simply learn we'll begin this full course by understanding what content marketing is
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and some of its popular strategies then we will see how content marketing affects seo
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and we'll understand how to rank number one on google and youtube by creating high quality content
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then we will look into the top 10 important content marketing interview questions
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and answers at the end we will look into minor concepts like a simple beginner's guide to content marketing
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and introduction to content marketing certification training by the end of this video i can assure
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you that all your content marketing career related queries would have been answered
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for this training with me i have our experienced content marketing specialist rob and greg jabo together they will
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take you through the various topics of content marketing so without any further ado let's get
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started before we begin make sure to subscribe to our youtube channel and hit the bell
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icon to never miss an update from simplylearn i'm greg jarbo and what is that
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i mean what we're going to talk about in this first module of a content marketing foundation
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course is literally content marketing okay what is it so content marketing is not a
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new concept it's been around for over 100 years in fact one of the classic foundation stories of
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you know the birth of content marketing goes all the way back to the michelin brothers
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in france and the michelin brothers you know in case you haven't done your history
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that's okay you know a little refresher right now were two brothers who made pneumatic
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tires and they were trying to sell them along with an innovative product
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at its time called the automobile in an era where the roads were horrible in a place france where frankly people
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didn't like to get outside of paris and into the provinces because my god what was worth
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going out there for you know were paris that's all happening here
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and what the michelin brothers realized is if they wanted to sell more tires they had to get people to
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drive farther and farther and use them so what did they come up with
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the concept that really is the birth of content marketing in my book was the michelin guide
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and the michelin guide was unique in that it reviewed restaurants not just restaurants nearby
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in paris but restaurants out there in the provinces and the michelin brothers are the ones
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who came up with the one two and three star rating system to say this restaurant
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i know it's way out there it's you know bad roads uh but guess what to die for the
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ratatouille ah you you gotta have it this is a three-star restaurant you
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you it's worth making the trip and oh by the way since we're going to give you a guide
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and you have to get out of paris in order to get there we're going to tell you where you can find
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gasoline along the way which hotels you might want to stay at overnight and oh by the way
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just in case you have to how to repair a flat tire particularly if it's a michelin tire because it's a
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pneumatic and you know what it's quite easy to repair and guess what that put michelin on the
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map why they weren't trying to sell you more tires
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they weren't telling you about the features and benefits of round or tire repair i mean that was in there
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but it was only a how-to article not necessarily a feature and benefit
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what they were doing was they were speaking to their audience about what their audience was truly passionate
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about which in paris in 1900 was food and by
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creating content that got the audience to get into their new innovative automobile and drive all the way out
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there into the provinces for that absolutely remarkable
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three-star restaurant people got more flats people had to replace their tires but it
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was worth it and oh by the way michelin sold more tires
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so that that's a great story every time you sort of you know hit a pause and like well
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we're doing content marketing we need to come up with a concept think back to the michelin guide it's
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it's great foundation so let's go to a modern definition where are we now in the 21st century
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when it comes to content marketing well you can read the slide here and read the definition and some people like reading
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definitions i'm not going to read it to you but i am going to highlight a couple of
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words in the definition that i think are absolutely critical to any definition
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of content marketing the content that you create needs to be relevant and it also has to be
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valuable now if it's not relevant then you're not actually meeting my needs or interests
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you know and why would i be interested and we've gotten way
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too tired of screening out the commercial that comes on um you know trying to sell us snow tires
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and pardon me we live in florida i don't use snow tires what the what the heck is this commercial
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doing you know interrupting what i'm watching so relevance is important relevance
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means that this content isn't going to get screened out and the valuable the valuable
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can can work in a lot of different ways it can be interesting it can be useful you know value
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is an interesting proposition all by itself but that's the key to content marketing
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uh it's not just creating more spam it's not just throwing more trash over
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the fence and hoping something happens this is something where if you've created valuable
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and relevant content you know what your customers will find you that's a whole different kind of
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proposition i know there's some skeptics who are saying oh come on come on come on
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content marketing is just a fancy new name for social media marketing right and the answer is well there is
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some overlap and we're going to deal with that in module 3. but let me just
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be clear here social media content is part of what content marketing needs to create
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but it can also create content for your website and that's not the social media it can
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also create content that your pr people can share with reporters or bloggers and that's not
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normally considered social media content and by the way all of that content can be optimized so
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maybe it actually is part of seo not social media marketing in fact that's the other place
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that content marketing really overlaps and it's not coincidental it so happens that around february
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2011 when google rolled out the first of its multiple versions of the panda update
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all of a sudden even seos started to pay attention to content marketing why because google
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changed the rules and what google basically said is if your content isn't valuable
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or relevant you know what it's not going to rank very well in our search and algorithm
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and all of a sudden people who had been used to like putting keywords in the right places
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realized content matters i mean i've got to actually tell stories that are interesting
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i've got to create information that's valuable yeah you can make it relevant that's the
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optimization part but you know if you're trying to optimize a piece of boring
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irrelevant trash god bless you good luck so yeah content marketing has grown it's like tripled in terms of web search
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interest since the panda update and we're talking about panda 1
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of course there was panda two painted three panda four i mean come on google is driving us in this direction
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and so content marketing is pretty relevant today
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now one of the other things that uh people in content marketing struggle with is oh
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but you don't understand i do b2b content marketing or i'm a small business or part b i'm an
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enterprise and so content marketing has to come in flavors right
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well possibly maybe on occasion so let's just question that assumption for a second
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you know content marketing has been around now long enough and enough people have done it
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that some research has been conducted and has been conducted against b2c marketers and b2b marketers
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and small business marketers and enterprise level marketers
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and when they start asking key questions like okay we're going to try to determine what is
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the difference between an effective content marketer and an ineffective
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content marketer let's see the results well first of all the most important thing
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to be an effective b2c content marketer is you need a documented
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content strategy okay all right i mean people who are winging it aren't as
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effective as people who actually have thought about this and written it down got it okay no great insight but you
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know interesting to note secondly they've got to have somebody in charge who oversees
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content marketing oh lord does that mean we have to have a reorg or maybe we just have to designate
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somebody who reports to somebody else whatever but
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guess what it really helps if somebody is driving this process third they've got to be using more
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content marketing tactics than their less effective peers and this is not an argument more is
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better this is just pardon me that's the way the data falls out the people who are
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actually more effective are doing more different kinds of things a broader range of tactics
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and who knows maybe it's that broader range that's part of the success formula same thing is true with social media
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platforms the effective content marketers are using
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more than the ineffective ones and last but not least and this may be a sort of a result of the first four
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by gosh effective content marketers generally have greater percentage of the overall marketing budget in their
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organization wow okay that's the b2c marketing forum but you don't understand
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i'm not a b2c marketer okay so let's take a look at the b2b content marketing formula
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guess what you need to have a documented content marketing strategy to be an effective
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b2b content marketer you need to have someone who oversees content marketing strategy
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it helps if you are using more tactics and more social media platforms and guess what
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you spend a higher percentage of your overall marketing budget on content marketing well that's similar
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to the b2c content marketers but you understand b2b is different yeah there's a couple of small differences
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but guess what overall the top five criteria are similar and when you get to small
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business here's what you're going to see same five
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criteria and you're in an enterprise i know the world is different for enterprises actually not so much
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so four different data points let's net it out there's a pattern and the pattern is is
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i don't care what flavor of content marketer you are you can be b2c b2b you can be small
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business you can be large enterprise at the end of the day there are
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five things that you've got to focus on if you want to be effective we've already
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covered these and are there differences between small businesses and large enterprises
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between b2b and b2c well sure but they're all at the margin what's the downside if we don't do this
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you know is anyone going to come in and like wacus and the answer is um maybe not inside
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your boardroom but it may happen on the next sales call that one of your sales people makes
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they may encounter someone i like to call the man in the chair and the man in the chair actually refers
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back to a classic mcgraw-hill ad campaign from i think the 1960s
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but basically the guy in the chair asks theoretically some questions from quote maybe your
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sales person okay i don't know anything about you i don't know about your company i don't
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know about your company's product i don't know about your company's you know reputation
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or anything about you and so what was it you were going to try to sell me and that's the downside of not having
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a content marketing program content marketing has been around for over 100 years
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but in the online world customers are behaving in lots of new ways and they're
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consuming content on various kinds and types of devices that changes things content marketing is
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now about creating content that consumers will engage with and act upon not just read or listen to
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or watch so in this introductory module we're going to provide you with an understanding of how content marketing
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affects the decision making process when people are on the customer journey to making
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a purchase and with a solid content marketing strategy your customers buying decisions
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can actually happen faster you can basically shorten the decision-making process and
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you can reach and expand to new prospects so one of the things that we hope that
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you're going to learn after basically taking this module you should be able to do the following
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first of all you can define content marketing and other related concepts
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secondly you should be able to explain why content needs to be relevant and valuable
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in order for it to be effective third you need to describe the overlap between content marketing
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seo social media marketing fourth you need to name five traits of effective content marketers and
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last but not least you need to explain the benefits of content marketing these are our
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objectives and hopefully they're going to be your learning
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outcomes so content marketing is not a new concept it's been around for over 100 years in fact
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one of the classic foundation stories of you know the birth of content marketing goes all
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the way back to the michelin brothers in france and the michelin brothers you know in case you haven't done your
00:16:21
history that's okay you know a little refresher right now were two brothers
00:16:26
who made pneumatic tires and they were trying to sell them along with an innovative product at its time called
00:16:33
the automobile in an era where the roads were horrible in a place france where frankly people
00:16:43
didn't like to get outside of paris and into the provinces because my god what was worth going out there for you know
00:16:51
for paris it's all happening here and what the michelin brothers realized is if they wanted to sell
00:16:57
more tires they had to get people to drive farther and farther and use them so what did they come up
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with the concept that really is the birth of content marketing
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in my book was the michelin guide and the michelin guide was unique in that it reviewed
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restaurants not just restaurants nearby in paris but restaurants out there in the provinces
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and the michelin brothers are the ones who came up with the one two and three star rating system to say
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this restaurant i know it's way out there it's you know bad roads but guess what
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to die for the ratatouille ah you you gotta have it this is a three-star restaurant you you it's worth making the
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trip and oh by the way since we're going to give you a guide
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and you have to get out of paris in order to get there we're going to tell you
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where you can find gasoline along the way which hotels you might want to stay at overnight
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and oh by the way just in case you have to how to repair a flat tire particularly
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if it's a michelin tire because it's a pneumatic and you know what it's quite easy to repair
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and guess what that put michelin on the map why they weren't trying to sell you more tires
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they weren't telling you about the features and benefits of round or tire repair i mean that was in there
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but it was only a how-to article not necessarily a feature and benefit
00:18:34
what they were doing was they were speaking to their audience about what their audience was truly passionate
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about which in paris in 1900 was food and by creating
00:18:47
content that got the audience to get into their new innovative automobile
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and drive all the way out there into the provinces for that absolutely remarkable three-star
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restaurant people got more flats people had to replace their tires
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but it was worth it and oh by the way michelin sold more tires so that that's a great story every time you sort
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of you know greetings everyone and welcome my name is rob sanders from
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simply learn and today we're going to talk about content marketing strategy
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so buckle up and let's get right to it and we're going to get right into some of the best practices some tips
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some methodologies some things you should be doing with content marketing so right out of the gate let's start
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talking about knowing your audience okay so content is all about writing for a particular
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audience so it's just like speaking except when we're speaking to somebody
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we're speaking directly to them content is very similar and so we have to be able to know our
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audience ahead of time so what you can do is collect demographics
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of your target audience based on who's coming to your website so you can get that data in google analytics
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under audience email subscribers i mean who is subscribing to your emails who do you already have in your email database
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and you can look at social media i mean you look at facebook you can look at the people who are already connected to you
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okay these are just some three three of many examples you could be doing to gather data on your audience
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okay you have to know who your audience is before you start writing you know for a successful
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content marketing strategy you really just need to know your audience and basically you're going to segment
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them based on their interest so that content is going to be catered to
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that audience okay so if it signs that likes a specific you know product uh that you offer or
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feature that's part of that product that you offer then that's the segment you're gonna be
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writing about so you need to collect your data on your audience ahead of time and
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then you're gonna segment that audience okay so you're not gonna write content for everyone
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because the shoe doesn't necessarily fit for everyone okay the shoe has to fit for specific
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foot and in this case we're talking about an audience we need to be able to segment
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our audience out and you could certainly segment them out by age by gender by education level
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by income by interest i mean these are just some of the examples again it could be new returning or new reusers
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versus returning users it could be users who have purchased from you in the past versus users who haven't purchased
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from you in the past it could certainly be an age range or it could be
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even going further on interest level or combination thereof okay so for example you can get that demographic information
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using google analytics just got to go in analytics under audience
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under demographics you're going to see age and br it's age is broken out by age range and
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you're going gonna see gender so you're gonna see a breakdown of gender and use that to your advantage so
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if you're going to you know write some content and you know 99 of your traffic is female
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the age of 18 to 24 then you know that content's been catered accordingly so we could certainly go to facebook
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page insights and get some really good demographic data there because facebook is all about demographics
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okay so you could see exactly you know how many fans you have broken out by
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men versus women and then you can see again same thing as google analytics you could
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see an age range breakout you could use twitter analytics
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i mean twitter has share some really good insights into education level so you know if you're dealing with you
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know highly sophisticated people who have master's degrees or even higher or let's just say even on linkedin
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you know that majority of the people you're trying to target are c-level meaning ceos
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or cfos or cmos you know chief marketing officers or chief executive officers then
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you're going to cater your message a little bit different than say mid-range managers or or you know
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even high-range managers or even vps so use your audience information you collect on these various platforms to
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your advantage okay so let's jump into number two we want to create
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high quality content now i know this sounds like a given but and i say but heavily
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there's not a lot of high quality content out there on the internet so separate yourself
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first and foremost always always always create high quality content it's gonna result
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in a lot of things are gonna benefit you you know one you're gonna come across as you know somebody who knows what they're
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talking about and that's gonna help increase your brand awareness okay when you increase your brand awareness people
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know about you so it's likely going to increase traffic to your website
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or if you're on social media you know if you produce good high quality content people are
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gonna share that content okay so from an seo perspective it can improve
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website ranking meaning if you have good quality content you know and it's really focused
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in on a specific topic or a certain set of core words keywords then you're gonna rank
00:24:41
improves website dwell time meaning hey you get good content people are going to hang around to see what else you have to
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offer okay so it's no secret that you know good content
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you usually leads to you know quality engagement and then certainly last but not least
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you can gain a lot of leads here meaning hey somebody likes what you have to say whether it's a video or blog post
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or or infographic you know people are going to become more interested more engaged
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spend more time and that's all going to funnel through to somebody taking that next step in the
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funnel and becoming more interested in your service or even
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purchasing one of your products so creating high quality content involves brainstorming topics and terms you know
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you got to do the upfront work due diligence is at work here so brainstorm some topics
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use a keyword research tool to gather results so if you have a topic you know one of the benefits of quality
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content is rankings go to google's keyword planner understand how much quality and and
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understand how much competition each keyword has or understand how much volume each keyword has that's
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what's available in google's keyword planner or any really any keyword planning tool
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you always want to create original content okay so you don't want to plagiarize or take
00:26:04
somebody else's content and then you want to support that content with compelling headlines so
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if you have a piece of content you got to get somebody's attention write a nice headline that's going to
00:26:15
grab their attention okay so give valuable content to readers and add resources from well-known sites
00:26:21
so if you you do borrow say a data point from another
00:26:26
source then you know cite that source you also want to create engaging and thought provoking content get somebody
00:26:33
to think i mean people are going to rage your content because they not they don't know the subject matter
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their interest in the subject matter and they want to be able to spend the time taking
00:26:42
something away from that content follow a logical structure and use relevant images
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i can't stress this one enough you know just throw things on a web page you know put some structure
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to it maybe you have to break it out if you feel like you have too much content there's no harm in breaking it
00:27:01
into part one versus part two get people uh tease them a bit get them to come back and read part two
00:27:07
okay use different content forms in case somebody's interested maybe you want to capture some data
00:27:12
you know prefer short paragraphs to make the content readable remember if you're talking to c-level
00:27:18
folks you know maybe you don't have to dummy down the content so to speak but if
00:27:23
you're dealing with you know folks or people that are right out of high school or still in high
00:27:28
school then adjust your content and format and paragraphs accordingly
00:27:33
and then update the content as well just because you publish it doesn't mean that it's done i mean when
00:27:39
we're talking about a web page we're talking about something that is actively changing or
00:27:44
can change the medium that is dynamic okay so if a data points change go back in
00:27:50
and update that data point and then let people know about it because they may want to come back and
00:27:55
and you know check in to see how much that data points change
00:27:59
so these are all you know good takeaways for creating high quality content there's some other
00:28:06
things that you should be aware of you know grammatical mistakes you know you need to avoid those there's no
00:28:12
reason for grammatical mistakes today's technology doesn't allow for it and hey listen we all have friends we
00:28:20
have colleagues my desk is sitting next to a colleague who's more than happy
00:28:25
to read something before it gets published so take advantage of the resources you have available no
00:28:32
reason for it because if you have a grammatical mistake you've just lost a lot of credibility
00:28:36
you know don't be afraid to add a clear call to action at the end of your content if somebody's interested in
00:28:43
reading it they're probably going to be interested in taking the next step whatever that next step is
00:28:48
okay so creating content that fulfills viewers requirements meaning if somebody's searching for
00:28:54
something and your content shows up in the search results then they're actively looking for you
00:28:59
what are you offering them is it fulfilling their requirements you know don't be afraid to use examples
00:29:04
throughout your content in fact work in or integrate some case studies in there
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show clear examples to stress your points and then just don't put words on a web
00:29:16
page you know so break up that content with an image that's going to be
00:29:21
visually appealing okay you can add images from public domain sites meaning stock imagery if that's
00:29:27
what's going to help create visually appealing content and then
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give more information to your audience and we say prefer to give more information
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meaning hey going back to the content i was saying about breaking it up organizing it if you have more
00:29:42
information you don't withhold it have them come back and read a
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secondary blog post or secondary piece that supports the original now we want to move from high quality
00:29:54
content to running a b test baby test's so important
00:29:58
why because with a b split testing you can increase your conversion rates okay so four elements to test and your
00:30:06
content marketing strategy so if you have content say a blog and you're testing that blog
00:30:12
you know test out the images test out the forms do you have a long form or short form
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you know test out the content length you can have a variation that is a lot shorter than the original
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does that increase or decrease bounce rates play around with call to actions your call to actions do matter you know
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do you want to use a softer call to action a softer tone or do you want to use something very direct and strong
00:30:37
you know test call to actions to see what's going to get people to move closer
00:30:41
through the closer to purchasing and through that funnel so a b testing to me is something that
00:30:46
should be naturally done with google optimize it's free so with images
00:30:51
you know you could test a lot of different variations of images anything from
00:30:56
people to you know outlandish imagery to just something very stock and neutral but just make sure that those images are
00:31:04
relevant to the post you know test the length of that content you know again
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if you know that your average time on page is very low you know don't write something very long
00:31:16
write something that you think is going to stick with that time on page but on your a b test
00:31:20
create something maybe a little longer if it's engaging enough maybe somebody's going to stay a little bit longer on the
00:31:26
page so you know create a variation it's going to play with that length okay so use
00:31:31
analytics to your advantage to figure out as a baseline what amount of content is getting people to stay on
00:31:38
the page then see if you can push the envelope one way or the other okay
00:31:42
improving the page with sign up forms really what you want to do is create a user friendly experience so
00:31:49
when you have sign up forms and don't make them non-intuitive don't make them difficult
00:31:55
you know link maybe up to facebook or google so if they're creating an account they can
00:32:00
create an account via google or facebook or you know don't put too many forms on the page
00:32:06
and then on those ctas as i mentioned play around with the tone you can also play around the color i mean i test
00:32:12
color all the time believe it or not color does matter don't use red use green
00:32:17
people react to different colors but again you have cultural variances as well so you got to take that
00:32:22
into account if you're in the middle east or the far east asia you know color schemes and what you say
00:32:30
matters and it changes versus say you know europe or the west
00:32:35
okay so keep that in mind when you're making changes on color or tone or placement and things of that
00:32:41
nature so you want to conduct a competitor analysis so we're talking about creating high quality content
00:32:48
testing that content you know brainstorming some topics you know looking at your audience you're
00:32:54
doing all this work you might as well take the next step and figure out what it is your
00:32:58
competitors are doing so you can opt for competitive analysis by identifying your competitors top
00:33:06
performing content for specific topics okay and so really what we're trying to do here is
00:33:13
improve our conversion rates so what are your competitors doing what are their baselines
00:33:19
we can maybe up that annie i mean that data is also available in google analytics so
00:33:24
you can look at benchmarking reports in google analytics to get some form or fashion
00:33:30
you can also go to facebook and look at your competitors facebook pages and see what's performing in terms of engagement
00:33:36
but what you want to do is find out your strongest competitors by using search engines or check which websites
00:33:42
are competing with you and again that could include facebook as well or
00:33:47
maybe even linkedin so you go with the search engine route you can always type in that coveted
00:33:52
keyword that you want to be found for see who's ranking ahead of you and you can see the metadata meaning the
00:33:58
title tag and the meta description you can actually see hey what are these guys
00:34:03
writing that's getting them recognized in the search engine rankings so you can certainly if you go to search
00:34:10
engine route you could certainly leverage an seo platform like search sem rush or moz or something like that
00:34:17
that's going to allow you to get some good insight on competitor information
00:34:22
so keep in mind there are seo platforms that will give you information on your competitors
00:34:29
and that's what these seo platforms are good for so number five moving on choose a
00:34:34
suitable content format so now we've done all this homework
00:34:40
we know what we want to say we know who we want to say it to we're ready to do some testing but
00:34:45
we need to find a format because it's not always about a web page per se meaning content on a
00:34:52
web page there's not always about a blog post with content in that blog post okay we
00:34:57
need to decide the type of content that's going to fit what we're trying to say so
00:35:02
again you can go the traditional route with just posting a blog post and there's
00:35:07
nothing wrong with that because with a blog post you can incorporate video and imagery you could also go a
00:35:13
more harder route when i say harder more i say official route with an e-book or case study
00:35:20
something that a user is going to be able to take away with maybe download okay something more
00:35:26
official um something more in-depth something with a harder stamp on it so that that shows individuals that you've
00:35:35
taken the time you've done this homework you've done this research you've done some really in-depth
00:35:40
analysis and now the proper format for that is not a blog post
00:35:44
it's an ebook now if you're into talking like i am then you can certainly do a podcast
00:35:50
and podcasts are always popular depending on the topic so you got to be aware of the topic now
00:35:56
videos are always always a good option you got the likes of video and video and youtube and
00:36:03
some other you know video platforms out there that allow you the ability to
00:36:08
get found very quickly especially with the likes of youtube you know people use youtube before they
00:36:15
go on to purchasing a product so think about that so if you're trying to get somebody if you're trying to sway
00:36:21
an audience to move from being a brand awareness and a loyal
00:36:27
you know customer to taking the next step okay to purchasing more or purchasing for the first time
00:36:33
and so videos kind of help convey that now if you're trying to convey a lot of different
00:36:38
points then an infographic might be your best option instead of having to write out all those
00:36:43
points you know try using an infographic to convey those points visually now again with blog posts it
00:36:50
should have valuable content that can be shared by your website
00:36:53
visitors on social so that's the key make sure you have those shareable social icons now with ebooks
00:37:01
it should have longer in-depth content so and it shouldn't be published frequently
00:37:06
so maybe if this is something you're doing annually then ebook could be the format with a
00:37:12
case study what you should have a customer story that succeeded
00:37:17
in and you solving that customer's problem so the case study is always there for
00:37:23
you know somebody to get an idea of what you're all about infographic is just visualizing data in
00:37:28
a more organized way in a more visual way so somebody understands what you're trying
00:37:33
to convey now with that podcast again suppose your audience doesn't have an
00:37:37
interest in reading again it could be a certain age certain gender a certain culture hey
00:37:44
everybody absorbs information differently so think about it ask yourself is a
00:37:50
podcast the best way to communicate to my target audience and then videos are highly engaging
00:37:57
they're also shareable on blog posts and pretty much most if not all social media platforms
00:38:04
so once you've done that once you choose the proper format you want to choose a content
00:38:10
management system that's going to work for you so you want to be able to choose
00:38:15
something where you can plan appropriately produce manage publish and measure results
00:38:21
all in one place there are plenty of content management systems out there that will help you do all of those
00:38:28
things okay so some examples are wordpress hubspot binder i mean we can list hundreds if
00:38:35
you're into blogging you know wordpress is the way to go if you're into building out landing pages
00:38:41
that you want to you know share you know hotspot could be the way to go
00:38:46
okay there are lots of available options out there so moving on number seven target your
00:38:52
audience using emails okay so what are we talking about well we all know what emails are
00:38:58
emails help us to communicate directly with our target audience and convert them to leads so
00:39:05
email is a good way to follow up with your audience so if you've done a podcast
00:39:10
follow up with an email you maybe get them to you know fill out a survey via email
00:39:16
based on that podcast or if you create a podcast about some data that you talked about in that
00:39:22
podcast follow up that with with them via email with an infographic perhaps okay built
00:39:28
into the email okay there's lots of ways that all these formats can complement themselves
00:39:34
via email okay you could certainly take a blog post and package it into an email and have a
00:39:40
link pointing back to the blog post maybe as a teaser or if you're doing a series
00:39:44
a series of blog posts you know you could tease that in an email so an email is a good way to you know
00:39:51
follow up with your target audience indirectly or directly when we say indirectly
00:39:57
you know you can collect emails and send out those emails with you know certain information or
00:40:04
what you should be doing is targeting and segmenting your emails just like you are your content so
00:40:10
if you're producing content for a certain audience then make sure that particular audience gets that same email
00:40:16
now some of the email content that you could share with your target audience are newsletters okay seasonal emails
00:40:22
promotional emails automated messaging and what we mean by automated messaging hey
00:40:28
if somebody just purchased from you send them a thank you email maybe follow up a couple days later with
00:40:33
another email with a survey or what you could do is if you know who your loyal customers are you target them
00:40:41
with a promotional email so there's lots of ways to slice and dice content via email okay just make sure
00:40:48
you know your target audience is there's lots of things you can do in email again you can complement
00:40:54
lots of different formats within email as i mentioned before with a podcast or a blog post
00:41:00
so keep all that in mind email's a good way to communicate with your audience okay
00:41:06
the last point we want to make here is use native ads okay so we talk about native ads it's
00:41:11
one of the smartest ways to connect your audience with your brand so for example
00:41:17
this is a native ad on buzzfeed okay it's about 15 bands that probably won't exist
00:41:23
without led zeppelin okay so for you folks out there that don't know who led zeppelin
00:41:28
is a rock group from the 70s late 60s 70s okay disbanded in 80 81 82
00:41:36
early 80s okay but you know people grew up like myself listening to led zeppelin okay so you could see the headline here
00:41:44
15 bands that probably won't exist with the outlet zeppelin you know i'm interested in who those
00:41:49
bands might be even if you don't know who led zeppelin is okay you might be inquisitive to say
00:41:54
okay who is this led zeppelin group and what are these 15 bands
00:41:59
the key here is not to say the headline or led zeppelin per se but it's a native ad and it's sitting
00:42:05
next to content talking about music okay so according to forbes online audiences are
00:42:13
25 more likely to look at a native ad than at a banner
00:42:18
and so that native ad in this case we're talking about music needs to be sitting or accompanied
00:42:24
alongside content talking about in this case music you know would help if it was rock music
00:42:30
just music in general might get enough to get peak people's interest okay so if you're
00:42:36
going to create content you know align that content with something that's
00:42:41
you know naturally going to fit and that's why we call them native ads because they're native to the
00:42:46
content that they're associated with so finally after all that's said and done
00:42:52
when all you've done is create good content follow up via emails targeting your
00:42:58
audience and associating that content with you know content
00:43:02
natively then you can always measure your content performance so my favorite part of it all you going to
00:43:09
analytics going to facebook insights you know you want to go in and check out how that
00:43:14
content's performing and you want to do that because you want to be able to see what's performing
00:43:20
what's not performing the key here is associating the content with kpis that's really the
00:43:27
key so measuring the right metrics can help you understand whether your content
00:43:32
is engaging or not so again measuring the right metrics okay so when we're talking about a video
00:43:39
you're not necessarily going to look at page views you're going to look at video views
00:43:43
so you know some of these basic metrics of users and sessions and pages bounce rate you know dwell time that's
00:43:51
all great but you just need to make sure that you're aligning the right metric with the right asset
00:43:58
so for example if you have a case study or ebook you want to make sure that you're
00:44:03
measuring how many downloads the ebook or the case study received again with the video
00:44:10
you want to measure video views now if you're packaging up emails
00:44:14
and sending them out to your target audience you want to make sure you look at open rates and click rates
00:44:19
okay so a lot of things you can be looking at so make sure you choose the right metrics because there's
00:44:24
hundreds and hundreds of metrics to choose from so just be aware all the different metrics
00:44:30
that are available you know if you're in it for search okay how much traffic getting from search
00:44:35
where are you ranking so there are a lot of things you need to think about so think about
00:44:40
the content that you're producing and think about how you want to be able to measure that content
00:44:44
so let's go back over our checklist here so what you could do is create an editorial calendar
00:44:51
in fact i would highly suggest you create an editorial calendar in order to keep track
00:44:57
of all the content you've done over a period of time are you making your content worth
00:45:02
reading that means are you checking the results of that content
00:45:07
what we just went over measuring the content is it worth reading have a column set up in that editorial
00:45:13
calendar you know performing or not performing if it's not performing don't do it again okay curate your
00:45:19
content okay you always want to you know make sure you're reusing or using or
00:45:24
adding to the content that you've created guest post on influential blogger
00:45:30
websites you want to add statistics numbers and quotes to your content
00:45:34
make it engaging make it look like you've done your homework you could share all your content not
00:45:40
just on social media but you know platforms like slideshare now you can
00:45:45
share it on all social media platforms i'd highly recommend it and again you can even repurpose it as a
00:45:52
blog post so if it's a podcast then you know you can recite that podcast
00:45:57
in the form of a blog okay so get some testimonials that support some of your content again
00:46:04
create a podcast you can send out an email with a survey or trying to solicit some testimonials or
00:46:09
if you post something on facebook you know leverage the feedback you get from facebook in the form of a
00:46:14
testimonial okay and then you want to promote your blog post for maximum success
00:46:19
and a lot of that means seo so make sure you do your due diligence and get the right keywords in that blog post
00:46:27
okay so you can create personas for different user audiences okay so remember it's all about tone
00:46:34
okay so if you're going to create a blog post make sure your tone is aligned with that
00:46:39
right audience whether that be young middle-aged or older
00:46:43
are you choosing the right type of content okay you'll know based on the results okay you want to
00:46:49
add h1 and h2 tags on your web pages why because
00:46:53
when we're talking about content we're talking about organizing the content and h1 and h2s help you organize
00:47:00
the content appropriately customize the metadata metadatas title tag and meta tag descriptions and
00:47:06
even alt tags okay all of that is for search so you want your content to show up in search
00:47:12
whether that's video infographic or blog post all of it can be shown
00:47:17
in search results so make sure you write a good title and make sure you write a good meta
00:47:22
description because that's what people are going to see when they search okay so you want to create a detailed
00:47:27
summary and title and again that goes along with the title tag a meta description
00:47:33
and then you want to make it easy for the audience to ask questions and comment on your blog so don't be afraid
00:47:39
like i'm gonna do right now in this video is if i'm missing anything from this checklist
00:47:44
feel free to comment hey i've written my fair share content but i could be talking to an audience that is just as
00:47:51
qualified as i am and they may have some tips so feel free to comment
00:47:55
underneath this video now don't be afraid to ask just like i just did people are always willing to provide
00:48:02
constructive feedback so don't be afraid to ask for it and make it
00:48:07
easy so to me every blog post needs to have some form of a comment box because blog
00:48:14
posts are out there to solicit engagement now let's recap everything we talked
00:48:19
about because we certainly covered a lot and there's a lot to cover when it comes to content marketing
00:48:24
so one know your audience again you can lean on google analytics you know demographic data whether it be
00:48:31
age or gender you could do the same with facebook and twitter and linkedin
00:48:35
you know every platform has some data you could take away create high quality content when i mean
00:48:42
high quality content brainstorm some topics has it already been written to death about
00:48:47
or is this unique you know don't write something your competitors are writing okay don't copy what your competitors
00:48:54
have written organize your content support it with good imagery
00:48:58
all of these are tips to creating high quality content okay when you create that content think about running to
00:49:05
maybe test you know run some variations and switch out the
00:49:10
image switch out the call to action see what's going to get people to react and engage with the content
00:49:16
conduct competitor analysis so lean on the facebooks of the world to see what your competitors are posting
00:49:23
see what's engaging for them okay you can also lean on these seo platforms like
00:49:29
sem rush and moz all you got to do is plug in a domain and they're going to give you some information about
00:49:35
where a particular competitor ranks for keyword or how many backlinks and what websites are linking
00:49:41
to them so all that's available in these seo platforms
00:49:45
okay so you want to choose a suitable content format we listed a few from ebooks to case
00:49:51
studies to podcasts to infographics to blog posts to videos it's up to you what you think is best
00:49:59
for your audience just keep in mind you need to be able to measure it
00:50:03
and so that's the important thing if it doesn't work the first time out then you might want to consider changing
00:50:09
out the content format choose a content management system you know plenty out there
00:50:14
wordpress is a good one if you're going to be a blogger okay blogging allows you to you know post optimize that blog post
00:50:23
you know you could have the ability to share that blog post across social platforms and
00:50:29
you can also have that blog post show up in search engine results so you can't do any of that without a good
00:50:35
content management system so you want to target your audience using emails okay
00:50:40
so email is a good way to again further communicate with that particular segmented audience
00:50:47
and again you could use it to send out promotional emails to loyal followers or you you can use systematic emails
00:50:56
to send an email a thank you email somebody purchases and then another follow-up email
00:51:01
and again you can repurpose some of the content you've done in another format in the form of an
00:51:06
email so you know if you created a video you know put that video in the form of an email and send it out to your
00:51:13
audience to make sure they're not missing out on that video you just created
00:51:17
so lots of ways to use email take advantage of email it's your ally here okay use native ads
00:51:24
okay don't be afraid to put that content and pair it with some other content on another website it's been proven
00:51:31
people are going to engage in an ad that they see based on the content they're currently reading
00:51:38
because the ad if it's native it's going to be similar in nature to the content they're
00:51:44
currently engaged in and then measure your content performance i can't say this enough
00:51:49
make sure you're leveraging google analytics okay with google analytics or facebook
00:51:55
insights or twitter or linkedin or any other platform you're running on
00:52:00
they're gonna have data on what you've posted so take advantage of it align your kpis so
00:52:07
if it's an e-book or case study don't measure just traffic measure how many people are actually
00:52:12
downloading them in most organizations the people who are doing search engine optimization have
00:52:19
been doing it for a while and i can tell you because i've been doing it for a while that in the old
00:52:25
days it was mostly technical with a little bit of content sprinkled in
00:52:30
so for arguments like let's say 80 20. 80 of what an seo needed to learn how to do
00:52:36
had to deal with you know you know your meta tags your metadata you know uh cms systems even blah blah blah
00:52:44
and oh by the way yeah you need some content on the page well here we are a long time past that
00:52:52
and if this you you you look through this uh slide here for example uh this is the latest guidance from
00:53:00
google on the kind of content they want and if you look through the list here
00:53:06
most of the items on it aren't technical and frankly most of it is content and if you think about it
00:53:14
what this means is is that the job description for seo has changed dramatically
00:53:20
particularly beginning with the panda update but then including the penguin update and then hummingbird and
00:53:27
pardon me more and more and more seos had better be interacting with the people who are
00:53:34
creating quality content engaging content credible
00:53:40
content useful content it's not enough just to put keywords in the right places anymore
00:53:47
on pretty thin content that won't get you where you want to go so again different uh
00:53:54
paths maybe the same direction but the folks in content marketing and the folks in seo frankly need each other
00:54:02
and they may or may not recognize it in your organization but you know it's a starting point this is a
00:54:07
conversation you you probably need to have content marketing is complex it often overlaps with other
00:54:16
elements of marketing uh the the most typical overlaps are with social media marketing
00:54:23
and seo and uh there probably already are in your organization those kind of groups the seos may be on
00:54:36
one floor and the social media marketing people may be in a different building you know whatever
00:54:43
but the new success formula says we got to get all those folks to the same table now we may have to do it
00:54:51
virtually we may have to use you know webinars in order to hold those kind of meetings
00:54:56
who knows but the point is is that uh you know the world is shifting
00:55:02
and organizational structures need to shift with it and again you know that's not
00:55:08
something you can change tomorrow but that is something that will evolve over time
00:55:14
and for what it's worth it turns out that let's just say the people who are in seo
00:55:23
they may or may not admit it at first but they absolutely need to work with the people in content marketing
00:55:32
why because basically after panda and penguin the rules shifted and it's less about your title tag
00:55:43
and it's most mostly focused now on the quality of your content and whether that content is link worthy
00:55:53
which means it's really compelling content it's remarkable content that's content
00:55:58
that's gonna get people to link to it because wow that's
00:56:03
you know and that's not necessarily part of the skill set that was required to be a successful
00:56:09
seo five years ago or 10 years ago so again you got to get these folks to the table they've got to work together
00:56:18
you know and um and again that means the organizational structure probably needs to shift
00:56:26
and the same is true with the social media marketing folks you know they went out and their initial
00:56:33
goals and objectives were you know get lots of likes you know get lots of fans get lots of
00:56:40
views gets lots of twitter followers why because that seemed to be
00:56:46
the metric that the platform gave us and so we used it to measure success well it turns out
00:56:55
none of those measures actually measure real success because they're focused on being
00:57:01
successful on the platform boy i have lots of fans as opposed to being successful in business
00:57:08
wow that generated lots of leads and sales so there is a real real discrepancy
00:57:16
between let's just say the center of gravity okay it's not facebook you're not going
00:57:22
to make a lot of money on facebook you know that's just not set up to do
00:57:29
business you've got to get those folks that you've engaged in facebook
00:57:34
to your website where they can buy something and that's a you know radical shift
00:57:41
for all the folks who uh are in social media marketing to say wait wait time out
00:57:47
but that's not what i was told a couple years ago and the answer is that's correct what we've learned over
00:57:52
time is that being engaging is useful if it's harnessed to a benefit and i'll tell you
00:58:00
in most organizations the social media marketing people are under cloud because they aren't delivering
00:58:08
business benefit and they too need to learn to work with the content
00:58:15
marketing people in order to do that and in some cases they may not be creating the right kind
00:58:24
of content that actually generates leads and sales as opposed to
00:58:31
you know is inexpensive to create to get my next fan or my next twitter follower
00:58:38
so the key metrics here are no longer how many likes or comments or shares did you get
00:58:44
that's nice but how many sales leads did you generate what percentage of those converted into
00:58:54
sales that's a radical change but again it helps
00:58:59
when the social media marketing people are at the table with the content marketing people
00:59:08
greetings everyone this is rob sanders from simply learn and today we're going to talk about
00:59:13
how to rank number one on google high quality content and talk about the impact
00:59:20
content has on your ability to get your website ranked number one on google so let's
00:59:27
just say you have content on your website and the content is ranking on
00:59:34
you know page four of google and it's that blog with ice cream recipes and if it's just content for the sake of
00:59:41
content is not really informative then it's not necessarily going to get good engagement
00:59:47
in the eyes of google you know they want to rank content that's very informative it's very fresh it's exciting to read
00:59:54
it's interesting it's going to have good engagement so if it's a recipe
00:59:59
or an article about any topic if it's the content is just not informative then you're not going to get
01:00:06
good engagement and when you don't get good engagement if people don't stay on the site
01:00:11
to engage in the content and they just leave the website after landing on the page
01:00:16
causing a bounce then the content is just going to continue to fall down the rankings and we want to prevent
01:00:22
that we want to move up the rankings we want to be number one on google we don't necessarily
01:00:27
want to fall in the rankings for our content so content is a key driver in being able to rank number one
01:00:35
on google so if the content is on page nine what can we do well we want to be able to
01:00:42
you know take that content and do something with it we feel like we did write engaging content
01:00:48
so let's go ahead and share it on social media and to me social media is a good
01:00:52
platform to share your content because on social media platforms like facebook for example
01:00:58
you're building a community on that platform that community is already interested in your content so if you're
01:01:05
sharing an ice cream recipe especially in the summer time and you're engaging with your community on that
01:01:11
platform then the likelihood of that community on that platform
01:01:16
is going to increase engagement increased engagement will send social signals to the search
01:01:23
engine that says hey this content is good quality likewise for any other platform
01:01:28
most social media platforms have engagement metrics and those engagement metrics pass
01:01:34
signals is it good is it not good do we like this content are we giving it a thumbs
01:01:39
up are we going to want to follow it are we going to want to share it and so
01:01:44
if you share content that you feel is engaging on social platforms then it's going to be
01:01:49
engaging and it's likely going to cause an increase in engagement for example a decrease in bounces
01:01:57
and once you share that quality content then the likelihood of it moving up the
01:02:02
rankings even as far as number one on google is going to be greater so you always
01:02:07
want to start out writing good quality content so let's talk about good quality content because google does
01:02:14
take content seriously they do take into account what other people think of that content so high quality content
01:02:21
is an important factor so how to create good content that's always the question so let's talk about some best practices
01:02:29
here remember in the last segment we talked about keyword research so we want to
01:02:34
perform good keyword research why because we want to choose keywords
01:02:39
remember we're choosing multiple keywords per page one keyword could be related to our
01:02:45
brand one keyword could be related to the content but another key word could be
01:02:49
related to a user's intent like recipes if you recall the example we use with bread
01:02:54
recipes maybe somebody's looking to type in a keyword that says
01:02:59
how do i make you know a bread or how do i make a specific type of bread or how do i make banana bread or what's the
01:03:06
best recipe for banana bread they're question related and we want to be able to answer those questions so
01:03:12
that's where choosing those right keywords that's going to respond to a user's intent
01:03:17
so starts with choosing the right keywords so remember we talked about a number of
01:03:23
different tools when we talked about keyword research so there's a research tool that you can use
01:03:29
called phrase.io and that will help you do quick research
01:03:34
on you know keywords and trends and whatnot so if you know about a research tool that
01:03:40
you use for keyword research then drop us a comment below i'd be interested in getting your comments
01:03:45
about keyword research and what research tools are out there so if you know something better than
01:03:50
phrase.io drop a comment below and we'd be interested in getting your perspective so
01:03:56
keyword research is key but creating content that fulfills users requirements so answering those
01:04:02
questions if it's a recipe we want to answer that question if it's directions we want to answer that
01:04:08
question if they don't know how to do something we want to answer that question that's
01:04:11
the whole idea behind content content is not just to fill
01:04:15
a page it's to really fulfill users requirements that's when you get good engagement so
01:04:21
if somebody's typing in something on google and they're looking for an answer your content should answer that question
01:04:27
but we also want to make the content readable so in other words you know write for
01:04:32
your audience don't impress anybody with very high vocabulary type words that somebody
01:04:39
doesn't necessarily know the meaning of don't use jargon don't use a street language for
01:04:45
example use everyday common language that's just easily
01:04:50
digestible when your audience is reading and then we want to keep that content organized and so when we mean
01:04:56
organize we want to use headers and sub headers you know break your content into
01:05:00
paragraphs keep the flow organized if we can keep the flow organized then it's going to be
01:05:06
easier for somebody to read and then it's okay to add resources especially resources from credible sites
01:05:12
so if you can incorporate those resources in there then it's just going to add the
01:05:17
credibility to your content let the audience know that hey i've done my research on this topic and
01:05:23
this is what this person has to say about it this person who seems to be credible
01:05:27
okay so it only adds value to your content so these are all tips to remember when
01:05:32
creating content and then the one important tip here is we want to use white hat techniques and when we say
01:05:38
white hat techniques that means you know if we've chosen keywords that
01:05:43
are going to answer somebody's question we don't want to stuff those keywords into the content
01:05:48
we want the content to be naturally written so when we say op for white hack uh techniques that's what we mean write
01:05:54
the content naturally keep it organized keep it readable
01:05:59
include third-party sources and make sure it answers a question so they're different types of content so
01:06:06
there's content where you just write words to install text based you could also use an
01:06:11
infographic an infographic is simply just a graphic that visualizes exactly what you're
01:06:18
trying to explain for example if we want to write an article about how to
01:06:25
write good engaging content we don't necessarily have to write all that out as a text we can create an infographic
01:06:31
so for example here's an infographic on 20 effective ways to basically not bore your readers but write engaging
01:06:40
content so you could see this is an infographic it's all graphically laid out so
01:06:45
infographics tend to be easier to understand because they're visual
01:06:50
they're easy for the end user to comprehend because there's generally no jargon it's usually
01:06:56
images that are portraying the points of what you're trying to get across and so it tends to break it up the monotony
01:07:03
of just text it's more visually appealing and it's laid out and organized so you can
01:07:09
see this infographic has 20 different steps or rules and they lay those out all here
01:07:15
in this infographic and the great thing i like about infographics is you could you could share them on social media
01:07:21
you can re-engage them as a post you could save them on really any social platform
01:07:26
so infographics tend to tell a better story and versus say just writing text you can
01:07:33
use video and images so you don't necessarily have to lay it all out in an infographic
01:07:38
you can certainly insert a video or an image into your content especially if it's a blog post if it's a blog post
01:07:48
then sometimes video and images on its own tell the story you don't necessarily
01:07:53
need text to go ahead and tell your story a video or an image as
01:08:01
they say tells a thousand words and so images and videos are
01:08:06
great to use in a blog post so using different forms of content you know you always
01:08:11
want to review your content when a user dwells on your web page for a longer time
01:08:16
google will tend to think okay this person's engaged so we're going to rank that favorably
01:08:21
so if you're using infographics videos and images then the chances of somebody being more
01:08:28
engaged are going to increase versus just text that's not well organized
01:08:33
and written out in a way that somebody doesn't necessarily understand so be creative in the types of content
01:08:40
you use so longer engaging content tends to bode well with search engines so
01:08:48
this is according to hubspot so the more word count you use the more words you use the chances of you ranking higher
01:08:55
are going to be better just take into account best practices you want to maybe break
01:09:01
up the content with an image organize it make it engaging use headers
01:09:06
so it's not necessarily just words it's the words and how those words are written
01:09:11
how they're structured the types of keywords you're using how you're engaging with your audience
01:09:16
there's a lot of factors again there's best practices we just went over but the key is
01:09:22
you know if you have longer more engaging content then it's going to bode better for you
01:09:28
on search engines so a couple of steps to create
01:09:31
high quality content so you want to begin with a comprehensive introduction so always introduce your content
01:09:39
remember the content should be relevant to the keywords so if you're choosing keywords and your
01:09:44
keyword research think about answering that question if somebody's typing in bread recipes maybe they're
01:09:50
looking for banana bread recipes how to make the best banana bread or how to make banana bread using dried figs
01:09:58
we want to be able to align our content with that keyword naturally you want to create a title that's worthy
01:10:04
that's click worthy so remember if you're in google search and you're doing search for
01:10:11
something simple like bread recipes we want to make something that's going to be you
01:10:16
know engaging for somebody to click on like easy perfect yeast bread or easy crusty
01:10:21
french bread or something that's going to be engaging you know the best bread recipes or how
01:10:26
to make the best homemade bread you know something that's going to draw somebody's attention to the title
01:10:33
of that blog post so we want to include lsi keywords so what i mean by lsi keywords in your content
01:10:41
we mean you know long tail keywords make it natural headings and subheadings should
01:10:46
consist of keywords and variants so if you're writing headers and subheaders include the keyword in there and that
01:10:54
way the content always stays relevant to the audience okay shorten your sentences and
01:11:00
paragraphs so don't write long paragraphs remember we want to break this up we want to make it easy for the
01:11:05
end user to read and we want to always put internal links on our blog post why
01:11:13
because if we have internal links then if we have a link from one blog post to
01:11:18
another blog post or say our blog post to an internal page on our website
01:11:23
we want to make sure that it's relevant content that way somebody's reading something and you
01:11:29
have an internal link let's just say from a bread recipes page to
01:11:33
a banana bread recipes page then they may find it interesting click on that link and go to the banana bread recipes
01:11:40
page so it's keeping somebody engaged on your website so putting in
01:11:44
internal linking will help keep the end user engaged because you're offering up links that's relevant to the content
01:11:53
you always want to break up that content with images okay we want to use alt tags meaning we want to pen the
01:12:00
image with text so that way if the image doesn't load
01:12:05
then at least the alt text will load so we can incorporate call out boxes and more importantly we want to update
01:12:13
our content regularly so we always want to get the best recipe out there if it's banana bread
01:12:20
or different ways to create banana bread or always just coming up with ways to update the
01:12:25
content so we want to keep our content our blog post fresh and then we want to include a cta
01:12:31
call to action if we include a call to action then that's going to
01:12:35
keep somebody engaged and have them act on your content so these are steps to creating high quality content
01:12:43
and so let's look at an example here and this is a three month old post on buzzfeed
01:12:49
and it's 21 pictures that restore your faith in humanity so it has a lot of likes a lot of tweaks
01:12:56
and that means it's engaged people are engaged when reading that and so if we go and look at it as an
01:13:01
example we can see it on a buzzfeed here 21 pictures that will restore your faith in humanity so
01:13:07
this was written back in 2012 again a lot of engagement but if we look at it
01:13:15
we can see immediately that it's taking into account third-party sources it's got some
01:13:20
content it's got images it's being broken up by images we can see there's call to actions on there in
01:13:27
the form of social so people can go ahead and go ahead and share it if they like
01:13:32
it okay it includes videos includes images third-party sources so it's a good post
01:13:39
because listen you know it's engaging content it's probably answering somebody's
01:13:45
question about humanity and we could see clearly that look you know
01:13:50
there's a lot of different examples here from a lot of different sources and we could take
01:13:54
action on this content so not just video not just images but text as well and so it's very engaging answers
01:14:01
questions takes into account the different types of content available so this is a good post in that regard so
01:14:08
content's updated regularly it's engaging and it includes sources from high
01:14:13
authority websites some do's and don'ts on the content so take into account the best practices i
01:14:20
mentioned about creating high quality content answer those questions that the end user
01:14:25
wants to hear you know because that likely is going to be their search
01:14:29
and so you want to be able to respond to the end user that's part of creating high quality
01:14:35
content different types of content i.e in the form of infographics or videos or text
01:14:42
or images you can add images from public domain sites you can be relatable and use examples to
01:14:48
clarify points just like the buzzfeed article simplify complex words don't use
01:14:53
sophisticated language talk to your audience as if you they were standing right in front of you
01:14:59
and use bullet points to exemplify your examples your points so some do's the don'ts
01:15:05
obviously don't lift content we don't want to lift content from another website so
01:15:12
that's plagiarism so we want to have our own unique content we also don't want to take images from
01:15:18
other websites and so if you do happen to find an image that
01:15:23
works for your post and it's on somebody else's website ideally that's not a good situation but
01:15:29
if you do happen to do that then always give credit to the website okay so if you
01:15:34
took it from xyz.com credit xyz.com for the image and even put a link back but ideally you
01:15:42
don't want to take images from other websites just as much as you don't want to take copy you don't want
01:15:48
to take images use your own imagery and content but
01:15:52
if you don't have imagery then you can always go to stock photography there are plenty of
01:15:57
websites out there where you can sign up for a subscription like adobe stock images as an example
01:16:04
you can sign up for an account and in some cases you can sign up for a free account
01:16:09
and use stock imagery okay don't give less information to your audience give them to your audience what they deserve
01:16:15
which is the information they're looking for they're looking for the best banana bread recipes give them the best banana
01:16:21
bread recipes incorporate your own images break it up with titles
01:16:26
give them a good quality piece of content that they're going to be able to engage with
01:16:31
and so if you put long paragraphs in your content then it's going to be less engaging so
01:16:38
try to avoid those long paragraphs remember shorten up the paragraphs keep the language simple add in images
01:16:45
answer those questions use third-party credible sources but write it in your own words and you
01:16:52
should be on your way to creating good quality content creating high quality videos and some of
01:16:58
the best practices around that so along with everything we mentioned about choosing the right keywords
01:17:04
we always need to keep in mind that the videos we create need to be of high quality
01:17:08
so the content itself in addition to the keywords this is a primary factor in ranking so in
01:17:15
order to have keywords we need to have content and in order to rank
01:17:19
we need to have you know good content so let's talk a little bit about creating content and what's involved
01:17:26
with that and what we really mean by high quality videos so if you have a video content
01:17:32
that is not informative or relevant to the topic it won't rank so that's just
01:17:37
common sense so you need to create content that's aligned with the topic
01:17:42
obviously and then that way you have keywords that are in line with the content
01:17:46
so but if you have content it really isn't aligned with the topic then you're not going to rank no matter
01:17:52
how much you've optimized that video so just keep that in mind so there's a couple of things we want to look at here
01:17:59
so high quality content is determined by really two metrics so we're not sure about how good our
01:18:06
content is and how good of high quality video we created we want to look at audience retention
01:18:12
and user engagement so audience retention is simply the percentage
01:18:17
length of your video that the audience has watched it's the percentage your audience has watched so focusing on
01:18:24
audience retention is important for people who want their videos to rank high
01:18:29
so if you want to rank you need to optimize for the keywords but got to keep in mind content so content
01:18:35
is related to audience retention and user engagement so audience retention percentage length
01:18:41
your video of your video that the audience has watched and for example it can be both absolute
01:18:47
in minutes or percentages so audience retention can be the average view duration or percentage
01:18:54
of the audience that watched then we have user engagement so yours are engagement viewers who are
01:19:00
engaged with your content and so that means they're either sharing it subscribing
01:19:04
commenting or liking so those are all forms of engagement so the percentage of users who watched
01:19:11
or how long they watched versus engagement or in combination with engagement
01:19:17
are two factors for ranking so let's talk about some tips for creating high quality videos so we
01:19:23
want to publish longer videos and so what do we mean behind longer videos so what's the
01:19:30
reason for longer videos let's just suppose we have two videos one shorter
01:19:35
in length and one longer in length first video is 15 minutes long the second video is seven minutes long
01:19:41
so on average if viewers watch about 40 of both videos then video x which is 15 minutes long
01:19:49
will have more than twice the watch time of the video that's seven minutes long so remember
01:19:55
duration we want you know people to watch our videos longer so if the video is longer in length
01:20:01
if it's 40 then it's gonna have a longer audience engagement audience retention so that's one of the reasons
01:20:08
you know from a metric standpoint so even when viewers watch you know both videos the time is going
01:20:14
to differ so we want to take into account longer videos for
01:20:19
primarily that reason is because you know it gives an end user an opportunity to watch the
01:20:24
video longer and then it's going to help us rank our videos longer so we talk about
01:20:30
watch time so if one video has higher watch time than the other watch time is just the number of views
01:20:38
times the average view duration so another tip is we want to plan our video script so we want to
01:20:45
keep the content organized my recommendation is you know create an outline first and
01:20:51
once you create an outline of how the video is going to flow then start populating with content and
01:20:56
so to me that's how you can keep the flow organized
01:21:00
okay is really with an outline starting out with it on holidays no videos are no different than say a
01:21:05
presentation if you've done a powerpoint presentation you always want to start out doing an
01:21:10
outline then we want to upload high resolution videos high resolution we don't want to create videos that you
01:21:17
know are small resolution like say you know 400 by 400 resolution or something you know something really
01:21:23
small we want to create something a very high res so according to back or link more than
01:21:28
50 of videos on the first page of youtube are high definition
01:21:32
so high definition videos of higher quality are going to be shown on the first page
01:21:39
of youtube more often than not so high resolution videos
01:21:43
organizing the content publishing longer videos are examples of creating high quality
01:21:49
videos we also want to make sure that content is relevant to the title
01:21:54
so if we're talking about machine learning basics you know obviously the content is going to be about
01:21:59
you know intro to machine learning or what is machine learning and then the title should reflect that
01:22:05
content so aligning the title sets the expectation for the end user so
01:22:10
when they see a title what is machine learning then when they watch the video they're
01:22:15
expecting to learn about machine learning and what it is so if it meets expectations then the chances are
01:22:22
that person who's watching the video is going to watch it longer and that means it's going to fulfill the
01:22:29
viewers requirements and when you align everything accordingly keywords
01:22:33
titles content then at the end of the day the user's going to watch it and the
01:22:39
more they watch it the higher the engagement the higher the engagement the better chance you have to rank
01:22:44
some other tips that you could use to create high quality videos so we want to be able to you know use
01:22:51
examples to clarify our content so you know don't be afraid to go into another screen like i am
01:22:57
i want to i'm talking about videos jump into the machine learning basics video which i've done throughout this session
01:23:03
i can simply do that by keeping the user engaged here this video is about machine learning
01:23:08
basics well the title is online with the video we made sure that we have a nice description about what the video
01:23:17
is about and we're aligning the expectations so not only that i'm showing you example
01:23:22
within the video itself so we want to use examples throughout your video to keep the user engaged it will
01:23:29
also help clarify what you're trying to express in the video itself so we want to make it
01:23:34
visually appealing so visually appealing means imagery or examples in the video and then when we
01:23:41
talk about imagery you know you want to use good images in your video
01:23:45
so use public domain sites that are available to you like shutterstock or flat icon i mean there are plenty of
01:23:51
those sites out there so feel free to use any one of those sites
01:23:56
to use high quality images in your video give more information to your audience giving maximum
01:24:03
relevant information can help gain more views and so when we talk about more
01:24:08
information again it goes back to you know examples you use there's no should be no shortage of examples
01:24:14
here description use all 5 000 characters at your disposal imagery we want to build up as much
01:24:21
information as you can in the video itself to keep the end user the viewer engaged
01:24:26
we also want to create original content so always create original content you could certainly get ideas from
01:24:32
youtube if you want to create a video about machine learning see what else has already been done do
01:24:37
searches on youtube itself but you know when you're going to create a video yeah you can create another video
01:24:43
about what is machine learning but just make sure it has your own take on it
01:24:47
you're the subject matter expert when creating the video create it with your own original content
01:24:52
have high audio quality and video effects so just like you see here on this video we
01:24:58
have effects in it and the audio is of high quality meaning no background noise no distortion and we
01:25:05
want to be able to speak clearly in the video so you want to speak clearly loudly
01:25:10
concise just as i'm trying to do now so that you can understand what i'm trying to say or
01:25:16
what the viewers trying to to understand when they're watching the video so watching and listening
01:25:21
are two of the components and you want to make sure both of our high quality avoid distractions we don't want to
01:25:27
pause you don't want to ramble on a particular point too long we want to keep
01:25:32
users engaged so you always want to move from one point to the other intermix it with examples those are ways
01:25:39
to keep the users engaged we want to include transcripts or subtitles
01:25:43
for your video so transcripts is just more content that's aligned with the video
01:25:49
and the search engines will be able to pick up that content and help your video rank so to me that's a key
01:25:55
component to creating a good video is having the necessary content to go along with
01:26:01
the video that outline i referenced earlier in terms of organization
01:26:05
you always want to have a content outline so what topics are you going to cover in the video that's
01:26:10
why you need the outline to point that out confirm that before you actually start creating the video okay focus on
01:26:16
the initial 15 seconds so that's key you know somebody's going to click the play
01:26:20
button of your video and if you don't catch them in the first 15 seconds then they're likely going to
01:26:26
pause the video or just go ahead and close it out altogether so you want to be able to capture
01:26:32
somebody's attention right off the bat and even before they click on that play button
01:26:36
you want to make sure again you're exceeding expectations that title is aligned with the content so in
01:26:42
your first 15 seconds it basically needs to be catchy but also setting the expectation of what the user
01:26:49
is expecting so in this example here we want to pay close attention to the first 15 seconds
01:26:55
that's when viewers are most likely to drop off so we can look at audience retention in
01:27:01
youtube so use the options above the graph to view absolute audience retention or relative
01:27:07
audience retention so audience retention is basically how many views a video received and the
01:27:13
percentage of the total number of video views and that includes every moment of the
01:27:18
video as a percentage so we'll show you an example of what that looks like so here if we go to the
01:27:23
machine learning basics video we can look at the audience retention
01:27:27
report and this is since it's been uploaded the lifetime audience retention so here we can see a nice graph the
01:27:34
percentage of people who viewed it and how long they viewed it so in percentage so here for example i can see
01:27:40
you know 43 44 watch the video for at least two minutes here i can see 28.6
01:27:48
watch it for six minutes plus so that's the audience retention it gives us an idea in terms of percentage how many
01:27:55
people or percentage of people watch the video at what length so that's audience
01:27:59
retention so we want to keep that number high at the very
01:28:03
initial stage of the video and we want to keep it high throughout and that's why you always want to create
01:28:08
high quality content using those examples using imagery making it organized
01:28:13
content not pausing you know going from one point to the other those are all
01:28:18
best practices to keep the viewer engaged and then we want to add resources from well-known sites
01:28:25
so throughout this video we've used backlinko there are other sources we've used so if
01:28:30
you have a source go ahead and put it in your video to add credibility and then we want to use cards to your
01:28:35
videos so this cards is basically a feature that recommends relevant videos to your audience so in
01:28:41
addition to machine learning basics there could be other videos about machine learning
01:28:46
that we can recommend or youtube can recommend to the audience to set up end screens you want to make
01:28:52
sure that with end screens you can use relevant videos to your audience
01:28:57
towards the end of your video so you can recommend relevant videos towards the end of your video you can
01:29:03
also create playlists so this is a feature that keeps your audience engaged with relevant content
01:29:09
by autoplaying the next video so if you enable this feature
01:29:13
it's going to go from one video to another pattern interrupts keep the audience engaged so basically
01:29:20
it allows your audience to stay within one video without having any interruptions
01:29:25
involved and so going back to the did you know audience retention report helps you analyze how
01:29:32
well your videos are engaging to the audience so what do we mean by that well if i go
01:29:37
back again to my audience retention report how engaging was it well i could see 42
01:29:42
percent 43 watched it on average of 3 minutes and 21 seconds
01:29:47
so to me that's pretty good of course we always 100 of the video the video is seven minutes
01:29:54
long if almost half of our audience saw over half of the video
01:29:59
then i would say that's pretty good people were engaged so audience retention just is a good
01:30:04
report to start looking at to help you understand how engaging is my video if your video
01:30:10
is not engaging you know you can always go back and edit it or fix it or tweak it so remember
01:30:15
the average view duration for all videos and top performing videos listed by all time
01:30:21
we can look at that information as well in addition we can look at demographics so we can get an overview of the age
01:30:28
gender and location okay we can look at playback locations report and what the playback locations
01:30:33
report does is it helps us determine the platforms where our videos are being streamed from
01:30:39
within youtube look at the traffic sources where did the viewers come from devices did they
01:30:45
look on mobile or tablet and so if there's any doubts you know if you have any questions
01:30:50
please drop a comment below but especially if you have any doubts on the metrics so if we go back
01:30:56
into youtube we can look at analytics and if we're looking at analytics we can see more
01:31:01
and then this is going to show us everything we need to see from device type so if i click on more i
01:31:06
can see my playback location so this will show me where the video was watched
01:31:12
it was on a watch page or a channel page i could see the traffic sources i could see the gender and age so if i
01:31:20
click on the viewer age report i can see the percentage of views by age
01:31:24
so i can get a lot of information about my video and how it's performed who's watched it
01:31:31
what they've done with it uh where they come from all the information they need to know okay so it's all within youtube
01:31:37
analytics so again if you have any questions about that you know just drop a comment below
01:31:42
especially if you're new to youtube you may have some questions but just know that every video you publish
01:31:48
to youtube high quality align with your keywords you're going to be able to view
01:31:53
the metrics by looking at youtube analytics now before we get into the tips and
01:31:57
tricks let's take a refresher on what exactly is content marketing content marketing is a form of marketing
01:32:05
that involves the creation and sharing of online content to help generate
01:32:10
audience interest in a brand's product or services this means providing information that
01:32:16
the audience considers valuable and relevant in a consistent manner so that it drives
01:32:22
some sort of profitable customer action so let's talk about the content that falls under content marketing
01:32:30
there's options like blogs videos infographics case studies white papers and ebooks so why is content marketing
01:32:41
so important firstly it helps build awareness trust and loyalty in your brand the more your
01:32:48
brand provides accurate and well-researched content the more people learn about and trust your
01:32:53
brand the more the audience trusts in you the more they're likely to buy from you
01:32:59
creating the content is relatively inexpensive and can be done in-house content marketing will also enable your
01:33:06
brand to increase traffic to your site and get more conversions
01:33:11
it also helps improve other marketing tactics like search engine optimization social
01:33:16
media and public relations now let's have a look at the content marketing process
01:33:23
the first step is to determine what goals you want to achieve with your marketing campaign
01:33:29
it could be increased conversions website signups and so on then you set up buyer personas from
01:33:35
among your audience that can buy your content but what exactly are buyer personas
01:33:42
now these are research-based profiles that represent your target customer buyer personas help you describe your
01:33:49
brand's ideal audience the decisions they make the challenges they face their interests and so on
01:33:57
next you'll have to set up content audits to determine the best type of content that works for you
01:34:03
you also need to set up a content management system like hubspot squarespace wix and wordpress they'll
01:34:11
help you with increased collaboration greater support run a b test and much more
01:34:19
you need to brainstorm for new forms of content that your audience can enjoy after that you can zero in on a
01:34:26
particular form of content that would work the best for you and finally
01:34:30
you can publish and manage your content now let's talk about content marketing tips
01:34:37
number one remarket your content content marketing is one of the many ways you can spread your content
01:34:44
to a binder audience you can define the audience you want to market to and then tag visitors who come to your
01:34:50
site and using google's display network you can strategically position your ads in front of people on google
01:34:57
or its partner websites who previously interacted with your website and advertised to them
01:35:04
through this you can build awareness and engagement with your audience here's an example of a banner
01:35:09
advertisement i would be shown if i was shopping for a macbook pro on amazon and changed my mind at the last moment
01:35:17
this ad would maybe stay at the back of my head until eventually i go and finish that
01:35:22
purchase now let's go to number two answering complex questions with your content
01:35:28
targeting specific keywords is extremely helpful with your content this is why you need to focus on
01:35:35
google's featured snippet this position also known as position 0 enhances
01:35:41
and draws user attention on the search engine's result page through the featured snippet you
01:35:47
can drive a large amount of traffic to your website while cementing your position as an
01:35:52
expert in your industry you can have different forms of snippets like
01:35:57
definition boxes where a snippet of text gives researchers direct and concise
01:36:03
definitions and descriptions you could have tables where data is taken from the page and displayed in a
01:36:08
table you could have ordered lists where items are presented in specific order
01:36:13
and you can also have unordered lists next up number three we have create a personality for your brand
01:36:22
if you're looking to grow a following for your content try not to copy how already established and successful
01:36:28
corporate blogs do things nowadays audiences tend to prefer content that has a certain humanness
01:36:35
about it tend to follow solo influencers they advertise their brand by being
01:36:41
themselves in a way they're selling themselves by being themselves
01:36:46
you need to analyze what these popular and influential blogs are doing and incorporate into your brand's
01:36:52
website thanks to this your audience will connect with you and come back for more
01:36:59
now here's an example of one of the largest players in digital marketing neil patel see how he himself is the
01:37:06
brand and if you've gone through his content you know it's pretty great as well
01:37:11
that's what you should be striving for moving on to tip number four ensure that your content matches your
01:37:17
brand's voice to make sure of this you need to constantly review your editorial
01:37:22
standards and make sure your tone and quality remain consistent
01:37:27
you need to ask your audience questions about how you can develop and refine your brand's voice by
01:37:33
answering these questions you can provide your audience with a more cohesive and helpful experience
01:37:40
your tone of your brand can vary on the basis of what type of content you are planning to post
01:37:45
and what the goal you want to achieve from the campaign next up we have number five back up your
01:37:52
arguments for data using statistics and facts to make a point by including a link to the
01:37:58
original source makes it extremely credible this data can help the audience grow trust in your
01:38:04
brand to persuade them that your content is valid and valuable
01:38:09
this will also help your brand grow as an industry expert at number six we have use specific
01:38:16
keywords now make sure you use specific keywords in your content
01:38:21
this takes care of the seo aspect behind your content this will also help your content have a
01:38:28
greater chance of being found indexed and ranked it could also help your content rank for niche topics
01:38:35
within your industry moving on to tip number seven evaluate the success of your content
01:38:41
with data earlier we talked about why it's so important that you back up your content with data
01:38:49
now let's talk about how data can help you improve analytics tools will help you learn more
01:38:56
about how well your content is doing the age demographics of the people enjoying it
01:39:01
who doesn't their locations the best time to post and much more with this data you can make sure
01:39:08
that your time and money are being used in the best possible way some of the most popular tools in the
01:39:14
market are buzzsumo evernote hubspot trello and wordpress these will help you
01:39:22
find topics and influencers within your industry you can capture
01:39:26
organize and share notes collaborate with team members create sales funnels and much more
01:39:33
now we've reached midway right now so i've got a question for you do you guys have any tips for content
01:39:40
marketing that we haven't covered yet let me know in the live chat alright so let's get back to our list
01:39:49
tip number eight is to be consistent with your content post your best performing content and
01:39:56
make sure they follow a consistent schedule finding a balance of the different types
01:40:02
of content to be posted with the help of a content calendar will show your audience that you're committed
01:40:07
to providing them helpful and informative content this will also establish your brand as an authority
01:40:14
and thought leader within your niche it will help your audience depend on you for quality content
01:40:19
and give them a reason to return tip number nine is to make your content actionable
01:40:26
providing actionable steps or information in your content will coerce your audience to take a
01:40:32
particular action quickly it can help you create value-built content
01:40:37
and fix pain points faced by your audience build a strong relationship with them
01:40:41
and earn their trust it also leads to increased engagement and a positive brand experience it
01:40:48
provides users with real value and solutions leading them to take action here we have
01:40:54
an example from trello where we see a pop-up with a call to action asking interested users
01:41:00
to input their email ids to sign media today involving more than 200 marketers more
01:41:06
than 49 percent of them felt content marketing was really important to their digital marketing
01:41:12
campaigns and more than 25 percent of their budgets are used for visual advertising
01:41:17
content like images infographics videos and other forms of rich media will help you enhance the
01:41:24
message of your brand and reach a wider audience here's an example
01:41:28
of advertising by coca-cola although there's not a lot of text in the ads you can immediately recognize the
01:41:35
unmistakable branding and the message they're trying to send moving on to tip number 11
01:41:41
create trending and evergreen content creating content that's evergreen and trending
01:41:50
with your own unique angle statistics and research will be a huge advantage since you'll
01:41:55
have to update it every now and then you'll get a great deal out of the work without having to do a lot of work
01:42:03
here's an example of one such evergreen article people are never going to stop wanting
01:42:08
to learn how to do seo so with a little tweaking every few months to reflect new changes that
01:42:14
google may have done you'll have an article that you can get considerable mileage out of
01:42:20
next up tip number 12 is to understand content that works for you you need to analyze
01:42:27
what content works on different social media platforms for example you all know youtube is the
01:42:33
best place for video content instagram and pinterest for visual content twitter for smaller snappy
01:42:40
content and so on understanding what works and what doesn't will help you better spread your
01:42:46
content across the internet tip number 13 is to understand your target audience
01:42:54
now like i mentioned earlier your marketing campaign isn't going to bear fruit without
01:43:00
targeting a specific audience understanding who your audience is is one of the most important steps for this
01:43:07
you can find this out by asking questions like who you're engaging with online their age location language etc
01:43:15
by using social listening to find out what audiences are talking about your brand
01:43:21
using tools to research what social channels your audience is using and so on after understanding
01:43:27
them you can set up buyer personas for your audience
01:43:31
tip number 14 is to perform a b testing now abs testing will help you understand what your audience likes
01:43:40
or doesn't what content works for you and much more you can do a b testing on headlines and
01:43:46
title tags call to actions content formats image types
01:43:51
content length and much more it can also help you make better decisions in the future
01:43:58
and finally our tip number 15 is to reach out to people sharing similar content one of the best
01:44:05
ways to build your audience is to get people or influencers who already share
01:44:10
content within your niche to share your content now since these people already have a
01:44:15
trusting audience they would be a lot more likely to enjoy your content
01:44:20
content marketing interview questions and answers so thanks for joining again and
01:44:27
here's how it's gonna work so if you have any questions to these questions or answers feel free
01:44:33
to just comment right below this video and we'll get back to you as soon as possible
01:44:39
we're going to go through a series of questions and i'm going to answer those questions for you
01:44:43
starting out what are the essential components of a good web content okay so essential
01:44:49
components okay so what do we want our content to do well we want it to be useful
01:44:54
so web content should be written in a way which caters to what the reader wants okay so
01:44:59
somebody's not going to read your content if it's not useful for them okay this because it affects reader
01:45:04
engagement okay so if it's not interesting it's not useful somebody's just not
01:45:09
going to read it plain and simple it also has to be engaging so listen even if it
01:45:14
is relevant to a user you still have to write the content so it's engaging so you want to add
01:45:20
elements like imagery videos hey you can even turn your content into an infographic
01:45:26
okay you want to do something that's going to be engaging for the user if it's engaging
01:45:30
they're going to read it and engage with the content okay and then good content should have some call to
01:45:37
action so content must be written in a way that can drive call to action okay so if you're writing
01:45:42
a blog post you know i've seen a lot of blog posts just simply start
01:45:47
and with good content but it doesn't leave a user with anywhere to go so have that call to action put some
01:45:54
internal links in that content give somebody a place to go after they're done engaging
01:45:59
with the good content that you write okay so some other things to think about some other components for good
01:46:05
content well credibility so you know anybody can write but are you writing about something you
01:46:11
know what you're writing about are you a good talking point a good expert or have experience about this content
01:46:18
so you also want to use you know information from a legitimate source okay so you don't want to grab something
01:46:25
in your and use it in your content that's just not legitimate because it does
01:46:30
hurt your credibility and the organization's credibility and then also originality i mean write
01:46:35
something that nobody else has written so obviously you don't want to plagiarize
01:46:40
because if you plagiarize and there are tools out there where people can easily just put their content in there to see
01:46:47
what else is out there see if somebody else has plagiarized it so it's very easy
01:46:52
to find people who plagiarize so don't be that person what i would recommend create a good
01:46:57
content calendar and come up with some ideas before you write them next question related to content
01:47:02
marketing so what are the types of content you can create well there are a lot of things you can
01:47:07
create start with the blog blog to me is always a great place to start it's a blank canvas
01:47:13
for your ideas your thoughts your opinions okay that's a great thing about a blog it accentuates personality
01:47:19
you can create a video videos are always engaging you can create an infographic
01:47:24
infographics to me are you know hidden gem instead of somebody reading the same old same old
01:47:30
you're laying this out in a very visual way that's easy to understand create a case
01:47:36
study okay so if you're a digital marketing expert
01:47:40
you've done social media for another client you know write about it you know show
01:47:44
the successes show that you are an expert show that you've created successful campaigns and social and in
01:47:50
the form of case study you can create a white paper white papers are good educational pieces you can also
01:47:57
create an ebook okay ebook hey if you have a lot of content you want to lay it out
01:48:01
and ebook's a good way to go and you have a lot of choices here when it comes to content a lot of choices okay so what
01:48:07
are the advantages of having a content counter so i alluded to that just a couple of seconds ago
01:48:12
so let's really break this down here because content counters to me are so important well first of all
01:48:18
calendar part of content calendar allows you to think about dates so if you're planning something you're
01:48:24
going to have important dates in mind okay so content calendar it almost ensures you don't miss anything
01:48:31
you know that's a good opportunity for you to leverage like you know black friday cyber monday
01:48:37
you know it's probably important you know when those days are if you're in e-commerce so that's why
01:48:41
having a content calendar helps it helps you plan out your content based on important
01:48:46
dates or based on dates that work for what you're trying to do
01:48:51
they also help because you could stick to a consistent schedule okay so if you don't have a content
01:48:56
calendar you're probably just arbitrarily writing content here and there
01:49:00
well what if your users crave and really engage with the content they're going to want more
01:49:05
sticking to something consistent is going to really get people come back for more they know when you're
01:49:10
going to post they're going to be waiting for it and if it's every tuesday morning eight o'clock hey
01:49:16
post it tuesday morning eight o'clock your users will get used to that schedule
01:49:20
and it does help build up your following it does help help build up your community and in the
01:49:26
end cultivates a long-lasting relationship and then having a content calendar also
01:49:31
allows you to mix up your content okay so you can see and plan ahead
01:49:36
different types of content in different formats that way it allows you to mix it up
01:49:42
whether it be a blog post a an infographic a video about different topics
01:49:47
okay some other advantages here saving time it just allows you to prepare for the
01:49:53
future when you can prepare you're efficient and when you're efficient you're not wasting time
01:49:59
and so to me having a content calendar is a must because a lot of us are busy who has
01:50:04
time especially if you're going to work in a new company
01:50:08
so let's say writing content you definitely want to have a content counter because you're going to want to
01:50:13
use that time to efficiently plan this is a new company you're going to start working at
01:50:18
you want to understand who this company is what they've done in the past what you haven't done
01:50:23
and what you want to do okay so all of that helps you plan and prepare and it saves you the time
01:50:29
and effort and hassle down the road and then at the end of the day you want to be able to figure out what works so
01:50:34
planning your post puts less strain on you and your team members as well as company resources
01:50:39
because when you plan and you post you're going to get data and then when you get data it's either
01:50:45
going to work or not work and if it doesn't work then you know in the future you're not going to put that
01:50:50
piece of content or the topic in the content calendar again it's that simple okay some other
01:50:55
advantages fresh content okay so having a con content calendar allows you to always
01:51:01
keep content fresh can you're going to be on a consistent schedule and you're not going to be
01:51:05
writing about the same things over and over again so it could be just simply twitter if
01:51:09
you're putting a content calendar in it together for twitter well you don't want to have the same tweets
01:51:15
every other day so it does ensure that you're getting tweets out there that are fresh that are new that are different
01:51:22
and again figure out what works a content counter makes it easier to measure results and optimize performance
01:51:28
so you always want to you know maybe put some metrics in with your content calendar
01:51:33
so you can see side by side content historically that is performed content that is not performed
01:51:39
okay so next question you may get what type of content works in each stage of the customer life
01:51:45
cycle so you have awareness engagement purchase post-purchase advocacy okay so let's
01:51:51
break these down here so awareness okay so you want people to understand who you are
01:51:58
okay that could be a guest blog an influencer helping yell it could be a cold email a v a video
01:52:04
that can potentially go viral a social media post introducing a product
01:52:09
you have engagement so you want people to engage with your content what are you going to do to get people to engage well
01:52:16
you could certainly write an email and have people open that email and go to your website
01:52:20
you can have an ebook where people can actually download and read it or you can have a blog where people can
01:52:25
comment or landing page where they can fill out a form submission you have evaluation so
01:52:31
with social media we know there's a lot of engagement going on but when you're putting content out
01:52:36
there you can certainly open it up to testimonials okay you can generate white papers
01:52:42
okay or you can generate case studies case studies a good way for companies to evaluate what you've done in the past
01:52:48
if you've worked in a for a specific product in the past and it's worked you certainly want to put that out there
01:52:53
for potential clients in that same industry purchase trying to get people to
01:52:57
purchase what are you gonna do well you can certainly have landing pages a nice you know website a nice shopping cart
01:53:04
with some nice content okay onboarding emails get those emails out there and get people to
01:53:09
go back to the website and purchase of course you can have product and service details as well
01:53:14
meaning you know one one page downloadable pdfs that describe the product okay a
01:53:20
post purchase okay so people who've already purchased you could certainly send out follow-up
01:53:25
emails and you can do blog round-ups you know give people an opportunity to see
01:53:30
what features or updates are happening to the product okay of course case studies of repeat
01:53:36
customers or content types that detail a new feature or
01:53:40
service okay so if somebody's already purchased and you may want to send them some content of another product
01:53:46
that complements the product they bought so a lot of things you can do to engage with your user who's already
01:53:53
purchased and then advocacy you want people to help you out here so have the user generate the content
01:53:59
you can have exclusive discounts for your community they're going to be your advocates so
01:54:05
give them exclusive discounts and then pictures of customers engaging with your products okay who's
01:54:10
not gonna share that so you're gonna have people share that information in other words
01:54:15
you can generate content where hey people can help you out here and be your advocate okay so how do you
01:54:21
decide what topic and subject to write on okay well going back to the content counter that
01:54:25
always helps you to see what you put in that content calendar but there are some other methods you can
01:54:31
use and you could certainly identify your target audience and not only identify
01:54:35
your target audience but what their needs are okay so you can write content based on
01:54:40
audience you could certainly do some research with keywords okay what's trending what keywords are not
01:54:46
trending okay and right around what's trending for example okay you could certainly take a
01:54:51
look at social media for example cora i always look at korra core is interesting entertaining
01:54:56
informational hey people are certainly having conversations on core and you can
01:55:01
certainly analyze those conversations because they certainly get in depth and you can decide hey do i want to write a
01:55:07
topic around something that really just won't go away in terms of conversing core is a good example of
01:55:13
analyzing conversations they tend to be a little bit more in-depth so some other things you could do you
01:55:18
can look at your competitors and what kind of conversations are happening on your competitors
01:55:23
blogs or your competitors social media platforms and pages you can keep track of blogs
01:55:29
and articles from subject matter experts commentators critics and so on okay so you can get ideas from them
01:55:35
another question you may get which is very important if you're going to start working for a company you
01:55:41
need to understand the tone the tone of your content because that is going to fit and be in line with the
01:55:47
company you're working for okay so you're always going to have a brand personality so the characteristics of a
01:55:52
brand are the guidelines based on which the content strategy is developed the tone of the content must align itself to
01:55:59
the content strategy your audience profile so you're gonna you need to determine who your
01:56:04
audience is okay and how the brand wants to be seen by that audience
01:56:09
so you know if you have an older audience you're not going to use younger audience i.e street lingo
01:56:16
or today's lingo and and the younger generation you're going to use you know language
01:56:22
that's going to fit the audience you're talking to and then of course the channel itself so
01:56:27
the content you create must be irrespective of the channel and consistent with brand attributes
01:56:33
okay so you gotta pick and choose the channel if it's linkedin for example hey you know linkedin is more business
01:56:39
oriented okay so you're not gonna be you know as humorous as you would be say on instagram or facebook
01:56:45
all of these have one thing in common again that's brand guidelines you have to stay
01:56:49
within the brand what is the brand's personality how do we want to talk to our audience
01:56:55
and what platform are we using to talk to our audience how do you promote your content once
01:57:01
it's live well that's always a good question hey you doing the the work the
01:57:05
putting in the hard work to create this you know it could be a video and videos take a long time
01:57:10
it could be an infographic an ebook okay so send it out via email okay if you have
01:57:16
an email list send it out and let people know this content's there put a link in the email or even a piece
01:57:23
or snippet or preview of the content in the email so you're using the email to broadcast and
01:57:28
encourage people to you know if it's an ebook get the rest of the ebook okay you could certainly
01:57:33
leverage social media to engage with your community that's the best you know just as good as
01:57:38
email get out there and let people know hey i got i got my book published come and
01:57:43
download it you know you can give a discount to the first 100 people that download it okay you can
01:57:48
always promote your content via ads so whether that be google or facebook
01:57:54
you always have an opportunity to meet more prominent by advertising the content that you have
01:58:00
to offer so you can always reach out on social media again targeting interesting people
01:58:06
directly so you can always interact with people on social
01:58:10
or you can write for others attract people from the web to important pages of your website by guest posting
01:58:16
so you can always go on to a popular blog post and write something and you know link it up or or have it be
01:58:22
relevant to the content you've written so next question how can you determine how well your content is doing okay
01:58:29
very important again you've done all the work you've put the content calendar together
01:58:34
you got the content ready to go it's published you're promoting it
01:58:39
social email guest blogging but you want to determine how it's doing well depends on the
01:58:45
channel really is what it comes down to so if it's organic search you want to be able to
01:58:50
see if it's ranking for the keywords you optimize that content for if it's social you want to be able to
01:58:56
see if you have engagement shares comments etc of course you can always look at analytics
01:59:02
and see how much traffic that blog post is getting or that page with the white paper is
01:59:09
getting okay so you can always look at your analytics and look at the traffic
01:59:12
okay and again you can always look to see if there are conversions in the form of an inquiry or
01:59:19
lead or sale so at the end of the day you want to align the content with the channel
01:59:24
and you want to align the kpi with the content and channel okay so if it's social you're not likely
01:59:31
going to get conversions unless you're doing paid ads if you're posting organically on social
01:59:36
then you're probably going to get some engagement so you have to align the right metric
01:59:40
with the right channel what are the steps involved in the content marketing process
01:59:46
okay so you really need to decide what goal you want to achieve with the content marketing campaign so that goes
01:59:52
back to what i was just saying a minute ago if you have content you post it on
01:59:56
social then what's the goal what are you trying to achieve well you're probably going to get
02:00:00
engagement and likes you need to define buyer personas to determine the audience best suited for your content
02:00:07
okay so you're always writing for an audience and you're going to market that content for that audience so you
02:00:14
always got to keep that in mind okay run content audits audits to determine the best type of content
02:00:20
that can be used in other words how did it perform what kind of engagement did you get with
02:00:26
the infographic or did that video really really perform well or do we want to use
02:00:32
you know a blog post next time around or an image next time around so continuing on here you want to choose
02:00:38
an appropriate content management system okay so how are we managing all this content
02:00:43
okay is it wordpress or is it another platform okay you could start brainstorming for
02:00:49
ideas for new content so again that goes back to the content calendar you leverage your content
02:00:55
counter to always create ideas for new content okay then you want to settle
02:01:00
on a particular type of content that you want to create okay so once you come up and you're managing your content
02:01:06
you you come up with some ideas then you obviously want to choose the format and then of course you
02:01:12
want to publish and manage your content after it's all said and done so these are the steps involved again
02:01:18
just quickly decide on the goal the kpi deciding your audience
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look at what's worked and not worked in the past get your content set up in the platform
02:01:28
okay or get the platform ready to go i should say okay generate ideas with that content counter
02:01:34
i ideally go to the content calendar for the ideas choose that type and then
02:01:39
publish and manage and when i say manage i mean again going back to analytics or going back to
02:01:46
the kpi that you align with that content to see if it's performing or not okay so next question
02:01:52
here how do you target the right audience for your content it's a very good question
02:01:56
you're not writing content for everyone let's be honest here so you have to collect demographics of
02:02:02
your target audience based on who's coming to your website based on who subscribed to your emails
02:02:09
based on who's following you on social media so in other words you have people interacting with you okay in different
02:02:15
channels and you need to understand who these people are so are they fit a certain age range your
02:02:20
generation are they skewed more female to male education level
02:02:25
what's their affinity or interest okay do they have a certain income so you need to really break down your
02:02:31
audience here and you could do that in analytics you could do that on social you can do that just by looking at your
02:02:37
email list okay the all those will paint a picture as to who your audience is
02:02:42
i'm greg jarbo i'm a member of the market motive faculty in this first section we're going to
02:02:47
talk about what content marketing is how it works and also explore why it works
02:02:57
it seems like a new buzzword to you it's actually a term that's been around for quite some time it's just web search
02:03:03
interest in content marketing has tripled since 2010 according to google trends
02:03:09
and that's why a lot of people are now just starting to get their arms around it
02:03:13
so what is content marketing well according to rebecca lee a friend of mine who wrote an article
02:03:20
in advertising age content marketing is not just a glorified way to say social media marketing it's actually a little
02:03:29
broader concept so content marketing does include social media and you can use blogs
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facebook twitter youtube vimeo linkedin google plus pinterest foursquare
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instagram flickr stumbleupon tumblr slideshare and quora and you can put all of those together
02:03:50
in a content marketing program and all of this content can be optimized so it can be found in search engines as
02:03:59
well as in social media or in the usual places like your website one of the ways to sort of conceptualize
02:04:08
this is the classic venn diagram brian clark of copy blogger has put together a really interesting white
02:04:14
paper called the business case for agile content marketing in which she's created this particular diagram that shows
02:04:22
search social and content and the overlap of the three is where he positions content marketing
02:04:29
and that may help you understand where it fits it's sort of a little bit of this a little bit of
02:04:33
that but it also shows you both the potential leverage that you can get when you begin
02:04:39
combining these elements but also the potential conflicts you may encounter inside an
02:04:44
organization who says hey wait a second that's my job and the real challenge to content
02:04:49
marketing is getting people who have been doing their job independently headed off in
02:04:54
their own unique direction to actually collaborate and coordinate what they're doing
02:04:59
and leveraging each other's capabilities to create something that's a little more powerful
02:05:06
and with that we have come to the end of this video on content marketing full course
02:05:11
i hope it was informative and interesting if you have any questions about the topics covered in this video
02:05:17
please ask away in the comment section below our team will help you solve your queries
02:05:21
thanks for watching stay safe and keep learning hi there if you like this video
02:05:30
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