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#474 - 10 Content Marketing Skills You Need to Master by Julia McCoy Part 1
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Home » Podcast » 2020 » #474 – 10 Content Marketing Skills You Need to Master by Julia McCoy Part 1
Video Transcript
00:11
hi and welcome to the seo podcast
00:12
unknown secrets of internet marketing my
00:14
name is chris burris one of the owners
00:15
here at ewebresults my name is matt
00:17
bertram your
00:18
seo jedi jedi of ewr media is that yeah
00:22
uwr ewr media and ewr digital
00:26
in digital media whatever whatever it
00:29
whatever it takes
00:30
may or may not have done an interview uh
00:33
as one
00:34
or the other welcome back to another
00:36
fun-filled edition
00:37
of our podcast um this is podcast number
00:41
472 oh my god
00:42
i think i mean that’s i feel like it’s
00:45
higher
00:49
it could be higher um remember we are
00:51
broadcasting live from houston texas and
00:53
matt and i we are your
00:56
results
00:59
hey i wanted to get this review and and
01:01
actually i’m
01:02
probably read this review i just thought
01:04
it was worth bringing back
01:05
um so i could you know poke some uh ribs
01:08
here says hello
01:09
i hope mike and excuse me chris and mike
01:12
see this review oh yeah you did read
01:14
this
01:15
podcast is by far the best podcast on
01:17
earth whoever the host
01:19
may be that was uh intricate digital
01:22
media
01:23
uh patif to you introduce intricate
01:25
digital media
01:26
his name is matt it’s not well i i think
01:29
that maybe i
01:30
don’t articulate my words as well i know
01:32
okay so
01:33
they’re like what is your name and it’s
01:35
like matt mike
01:36
[Music]
01:37
mac mark mickey i don’t know mr
01:41
m mr m mr m um
01:44
well punch on the face to you by the way
01:46
we really do need
01:47
more reviews so if you could go ahead
01:50
and we only have 118
01:52
right now on our gnb yeah and really
01:54
we’re
01:55
trying to get to 173 because there’s one
01:58
agency out there we’re trying to beat so
02:00
you could help us with that
02:01
yeah we just need 50 more okay but
02:04
it is actually still really easy to get
02:06
there go to and i just did it
02:08
ewebresults.com
02:10
g plus i know it’s g plus but if you
02:12
just search for ui results you’ll find
02:14
it you’ll also find it too
02:15
uh the nice thing about using the g plus
02:17
is it actually like pops up the search
02:19
result
02:19
and then the place where you can leave
02:21
the review it could not be easier
02:23
yeah i i do like that going in there uh
02:25
and getting that exact link
02:27
and then there’s the short link and then
02:29
sending it to people i do like that
02:30
it makes it super easy um
02:33
so a little teaser we’re gonna be
02:35
talking about the 10 must-have content
02:37
marketing skills
02:39
um and it’s basically seo
02:42
like i started reading this i was like
02:44
this is seo we’re gonna check one
02:46
for seo check two for seo well i like
02:48
some of the statistics
02:50
oh yeah yeah i like the stats anytime
02:52
they’re we’re so data driven here like
02:53
anytime there’s data we like start
02:55
geeking out on it
02:56
um if do we have t-shirts if they can
03:00
get t-shirts oh so so javi is making
03:03
podcast specific t-shirts oh okay so
03:06
okay so we
03:06
pulled signs are in i think so we pulled
03:09
down uh from the best seo podcast the
03:11
swag for the company
03:12
right right and and we got a lot of
03:14
people wearing the company shirts yep um
03:17
i’m wearing one
03:18
right now but we’re making them
03:19
specifically for the podcast right so we
03:22
had them for the company
03:23
we’re you know we’re gonna make it for
03:25
the podcast so we get it so maybe
03:26
you own a digital marketing agency and
03:28
you don’t necessarily want to wear the
03:30
shirt of another digital marketing
03:31
agency
03:32
uh around we’re going to franchise
03:35
though so you can buy it you can buy
03:36
into the franchise
03:38
so i got a guy out in australia
03:41
runs the agency yeah and he was like can
03:43
you franchise for australia like i’m
03:45
interested and i was just like
03:47
haven’t thought about it yeah yeah
03:48
that’s but i mean the model we’re
03:50
building here
03:51
uh on how we’re scaling is scalable and
03:54
we are going to be opening up new areas
03:56
and new opportunities so who knows i
03:58
mean that’s not
03:59
like on the agenda for 2020. it’s like
04:02
on the agenda
04:03
after the agenda after the agenda that
04:05
needs to be yeah yeah
04:06
well you’re saying we’re gonna buy
04:08
businesses and like
04:09
you know i’m like chris you’re like
04:12
let’s go to lunch so i want you to buy
04:14
that
04:14
we’re going to buy this business and i’m
04:15
like i don’t know if i have time to buy
04:17
that business we’ve got things
04:18
we got to do i was like let’s do this
04:20
and this and this and then let’s talk
04:21
about it oh
04:22
oh i see you want you want to do it in
04:24
an organized fashion um
04:28
so we’ll have swag for you soon uh if
04:31
you could
04:32
tweet now uh what we’d really like you
04:34
to do is shaiko
04:35
or yeah share like follow
04:38
boom shikawas so that you can connect
04:41
with us we don’t get currently get paid
04:43
we’re gonna
04:43
open a patreon account here pretty soon
04:46
yeah yeah we don’t get paid
04:47
so we get paid in reviews so no no no no
04:49
no yeah yes
04:51
yes yes for now yes no so
04:55
they built the site like best seo
04:57
podcast but i really
04:58
didn’t have any input right what was
05:00
built so who are reorganizing what the
05:02
the the business case is right and what
05:04
the goals are so you know
05:06
when you go to best best seo podcast dot
05:09
com up in the corner
05:10
um you’re going to be able to buy paid
05:12
consulting you’re going to be able to
05:13
buy the profit plans
05:14
right that we’re offering at the agency
05:15
yeah we’re no longer offering them at
05:17
the agency i know it’s confusing
05:19
right we’re only offering workshops okay
05:22
at the agency at the agency so the
05:23
profit plans the
05:24
the the many consulting packages are
05:27
going to be offered so that’s just a
05:28
value add for our podcast listeners
05:29
that’s just for podcast listeners
05:31
because
05:32
the clients that we’re bringing in for
05:33
the agency need way more than that
05:36
right so so it’s it it’s and it may be
05:38
the case that you call
05:39
in get one of those profit plans and
05:41
then get kind of shifted over into hey
05:44
we really need to dig a lot deeper and
05:46
get into
05:47
yeah so so so really the the consulting
05:50
is going to be talking to chris or
05:52
myself
05:52
more probably myself i don’t know
05:55
because you’re not here
05:56
very often anymore um yeah but so if you
05:59
want to talk to me
06:00
like you’ll be able to buy that and then
06:02
we do have patreon accounts so
06:04
uh we just need to upload it so
06:06
basically like 5 10 whatever
06:08
if you want to buy us a cup of coffee or
06:10
a meal or something like that
06:12
or tesla or tesla you could do that yeah
06:15
whatever
06:15
um and then wide range yeah and then
06:19
there was one more
06:20
oh we’re going to be offering
06:21
sponsorship so semrush
06:23
had called us in the past uh to do
06:25
sponsorships i was on a guest podcast on
06:28
another site
06:29
we were kind of talking through it he
06:30
said we really need to be offering
06:31
sponsorships so
06:33
if it’s non-competitive or it’s
06:35
supplemental
06:36
um i know there’s a lot of people out
06:38
there we have relationships with
06:39
we haven’t reached out to you and said
06:42
hey are you interested but if
06:43
you’re watching this and you are uh
06:45
please contact us so
06:46
we are going to be building a full uh
06:49
podcast division
06:50
and so these sponsorships will help
06:52
support uh full-time people for that
06:54
because
06:54
really the podcast and the agency are
06:57
are kind of separate
06:58
yeah they’re separate entities and and
07:00
the agencies growing at kind of an
07:02
exponential rate so
07:03
um we got to put a separate piece in
07:05
place to make sure that
07:06
yeah we got to make sure we haven’t
07:07
fallen off a little bit we’ve been
07:09
falling off on the podcast so
07:11
we apologize yeah yeah and we need that
07:13
separate piece to make sure that we’re
07:14
able to continue to deliver
07:16
value well yeah we were we got to
07:17
transcribe we fell back on transcription
07:20
so so some people because we’re just
07:22
babbling back and forth
07:23
yeah they don’t want to listen so they
07:26
just want to read it and they want to
07:27
skip to the good part
07:29
so yeah i actually have a few people
07:31
that have asked for that so
07:32
okay yeah well that we still we’re still
07:35
working with the people
07:35
yeah so now everybody likes to hear you
07:38
and i banter
07:39
yeah yeah um sorry i don’t understand
07:42
yeah i don’t understand we enjoy it i
07:44
mean we’re all about business here we
07:46
are all about all right so
07:47
this is top 10 must have content
07:49
marketing skills
07:51
right and uh do we have an author on
07:54
here
07:54
the author did we get that i know that
07:56
it was published february 17th
07:58
yes and it was on search engine journals
08:01
all screenshots taken by author
08:03
february 2020 but no name no name
08:06
well okay well uh patif to the unnamed
08:10
author of
08:10
uh top ten must-haves it was on search
08:12
engine journal marketing skills yeah
08:14
um so i liked how how this started off
08:17
because i love this
08:18
data right for example the number a
08:21
number of people using ad blockers has
08:23
risen
08:24
by 10 and six years first off how do
08:27
they figure that out that that’s
08:28
that’s a lot of fun i like that kind of
08:30
data next no matter how much you spend
08:32
on paid advertising
08:33
there is a 26 chance your target
08:36
audience won’t even see
08:37
them so that is another reason you
08:40
should do seo
08:41
yeah just saying like i mean really like
08:43
when you’re looking at
08:44
paid ads versus seo and a lot of people
08:46
have asked us about
08:48
you know what we should do and this and
08:49
that’s the right ratio i’ve created a
08:51
couple different scenarios of like when
08:53
you should use pill aids
08:54
paid ads because you should yeah but
08:57
your core
08:58
uh marketing budget really should be on
09:00
seo because there’s more value there
09:02
there’s more value there over a long
09:03
term but this was an interesting dynamic
09:06
of a statistic that came in and said
09:07
well
09:08
not only not only is seo better in the
09:10
long term people are not necessarily
09:12
going to see your ads
09:13
there’s 25 percent extra people only 75
09:16
percent of the people are going to see
09:17
your paid ads
09:18
the full 100 organizations trust issues
09:21
there’s other things
09:22
but but google’s a huge company based on
09:25
just that so so if they do work to an
09:27
extent i think you just gotta
09:28
spend a certain amount so people that
09:30
were spending five hundred thousand
09:32
really just kind of testing the wall
09:34
well it was when it was when
09:36
like nobody was using it and you were
09:38
getting like you know three cents a
09:39
click
09:39
yeah you’re like now you’re like forty
09:42
dollars a click 126 bucks a click i mean
09:44
how many
09:45
how many clicks you know you gotta have
09:47
a really good to get you a lead to get
09:48
to a conversion yeah you got a really
09:50
efficient conversion
09:51
and sales process in order to make sure
09:53
yeah that you’re getting your value
09:55
uh search it mentions voice search is
09:57
growing yes so
09:58
yeah yes yes for 4.08 million voice
10:02
assistants
10:03
in use worldwide i feel like that’s slow
10:05
look anybody asking who
10:07
what when where why yeah yeah yeah on
10:10
the like
10:10
on their device in any device i i don’t
10:13
know that
10:14
that that probably doesn’t include just
10:16
cell phones right
10:17
like 4.08 million there could be
10:20
just alexa’s in yeah well that i think
10:23
that that might be
10:24
that statistics from one one one thing
10:27
like alexa or siri or something i don’t
10:30
know if it’s all of them yeah because
10:31
because i would call your cell phone a
10:32
voice assistant now right it’s yeah
10:34
it’s a map and a phone and a text device
10:37
or whatever but it’s also
10:38
so i’m gonna say it’s amazing it’s
10:41
how did we live without them in the
10:43
future the only content people will read
10:45
is authority content
10:47
written by experts right that’s
10:50
interesting and you need to be mindful
10:51
of that if you’re just kind of producing
10:53
mediocre articles that’s just not going
10:56
to cut it
10:56
as you get further down the road of this
10:59
content marketing
11:00
well yeah i mean how how google’s
11:02
looking at is they’re looking for
11:04
unique helpful content and there’s a lot
11:06
of topics out there that have been
11:08
done written about thousands of times
11:11
like are you adding really
11:12
any value to what’s going on of what
11:14
google’s trying to do in that landscape
11:16
yeah so so you got to be mindful that
11:18
for sure there’s content marketing that
11:20
works there’s content marketing that
11:21
doesn’t work
11:22
first you need to master the right
11:23
content marketing skills for success
11:26
interestingly we’re going to cover those
11:28
uh the ten of them
11:30
in this now i thought this the very next
11:33
line is the top ten car
11:35
content marketing skills to learn for
11:37
greater brand success
11:39
it’s actually a good seo strategy there
11:40
right because it’s not the title of the
11:42
article
11:43
it’s probably the h2 of the article
11:46
uh and so i you know using smart seo
11:50
in this article well i would say if
11:52
you’re trying to rank for
11:53
brand success needs to be in the first
11:56
five years yeah i know i would
11:57
i probably wouldn’t have yeah i i would
11:59
i mean better
12:00
yeah but not it’s good that they did an
12:03
h2
12:03
and extended the the breadth of the uh
12:07
of the content you know what i’m
12:09
starting to see happen in articles just
12:11
a
12:12
quick tip tip for everyone out there
12:15
is uh google likes to see a summary yep
12:18
at the top so it’s like 10
12:19
10 tips here’s the 10 tips and kind of
12:21
structured data
12:22
as like and then the dns yeah and then
12:24
and then break it down
12:26
so yeah because i was i was just on a
12:27
phone call and one of the things they
12:29
said is like people absorb
12:30
information and the gaps between their
12:32
lives
12:33
right like so so like you’re in you’re
12:36
right like you’re in the waiting room
12:38
of the doctor’s waiting room and you’re
12:40
obviously right micro moments where
12:42
you’re collecting little bits of
12:43
information and so you’ve got like if
12:45
if you see a big block of text like
12:47
that’s just not going to work
12:48
unless you’re in well i think that
12:50
that’s again why podcasts are
12:52
so effective yeah because you can turn
12:55
it’s on demand
12:56
and it’s in the car it’s in the car it’s
12:58
it’s on your phone you can take it
12:59
anywhere if you’re driving drive safely
13:01
now
13:02
also you mentioned if people are
13:03
watching us uh make sure you subscribe
13:05
and follow
13:06
because that’s yeah yeah we got a
13:09
we’re we’re working on the the whole
13:12
expanding the podcasts on different
13:13
platforms we got it
13:15
all over the place now all right they’re
13:17
they’re dying for school
13:18
yeah i’m sorry all right skill number
13:19
one sorry to cut you off
13:22
detective work digging up facts about
13:24
your audience
13:25
no matter and and actually in some cases
13:27
i just you said we need to read this
13:29
article because it’s very well written
13:30
no matter how compelling your content is
13:32
you won’t convert anyone if you don’t
13:34
know
13:35
and this is in italics exactly who
13:38
you’re
13:38
speaking to and then he gives a for
13:41
instance i thought it was pretty
13:42
interesting
13:42
hey today i would like to reveal exactly
13:44
how to get to let go of someone you love
13:47
so you know how to move on from a
13:49
relationship and move forward
13:51
with your life watch this brand new
13:53
video right away
13:54
and the point he makes is it’s it’s not
13:57
fancy fluffy words
13:58
it’s not like you super um like oh the
14:01
content
14:02
writer of the ages came in and created
14:04
this line
14:05
it’s just they know exactly what their
14:07
audience is interested in and they said
14:08
hey
14:09
we’ve got it you watch the video yeah
14:11
it’s just really personalized
14:13
i think that that’s really the the term
14:15
everyone’s looking for is like hey
14:17
you’re trying to get over someone in
14:18
your relationship here’s what you need
14:20
to do
14:20
yep right and then he breaks down like
14:22
more details he goes here are five
14:24
powerful ways to put your detective’s
14:26
cap
14:26
on and dig up clues about your audience
14:29
number one
14:30
use google analytics this is where
14:32
you’re like you started thinking well
14:33
okay that’s
14:34
seo right to find out who’s visiting
14:36
your website you can get information
14:38
from analytics and he says like
14:40
names ages and genders of your site
14:42
visitors
14:46
you could get gender you could get aged
14:48
you could get paid
14:49
uh with salary demographics which is
14:51
sketchy but
14:52
um and that’s only on a limited number
14:54
of the visitors like it’s not a hundred
14:56
percent
14:56
they don’t have that information yeah
14:58
they have a lot of undefined yeah right
14:59
you know
15:00
so uh but definitely not names i’m
15:02
surprised that they you can get
15:03
included uh like like interest yeah you
15:06
can get interested
15:07
yeah number two go on quora or reddit
15:10
and research topics around
15:12
your niche here’s where you can find
15:13
their fears their desires their dreams
15:16
remember
15:16
there’s two things that kind of drive
15:18
people it’s it’s things that they want
15:20
and things that they want to avoid
15:22
right and so when you’re getting their
15:23
fears and desires and dreams are kind of
15:25
covering
15:26
both of those well two interesting facts
15:28
95 percent of all decisions are
15:29
emotional
15:30
yes okay and then i just made an
15:32
emotional decision to agree with you
15:35
and then uh you know the the desire
15:39
for fear or or fear as a motivator
15:42
over reward is like three times greater
15:45
yeah or something like that
15:46
like so people don’t want to lose
15:49
more risk averse yeah exactly so they’d
15:51
rather they’re
15:52
they’re more comfortable taking risk to
15:55
save the five dollars that they have
15:57
than they are to take risk to get five
15:58
dollars they don’t yet have
16:00
yep yep um take note of how your users
16:03
respond to your content you can use a
16:05
tool like buzz
16:07
sumo and and actually understand hey how
16:10
are they engaging with your post what
16:12
are
16:12
what are the processes i can tell you
16:14
i’m i’m doing that now and i’ll talk
16:16
about that here in a little bit there’s
16:17
a
16:18
something that’s a little parallel
16:19
coming up soon offer surveys right
16:21
that’s a great
16:22
way to learn about your customers uh
16:24
i’ve heard a lot of
16:25
monkey or something like that you use
16:26
survey monkey but i’ve heard lots of
16:28
uh um kind of business cases where they
16:31
just did a survey of their audience and
16:32
like
16:33
they realized that this one clothing
16:35
shop that
16:36
80 percent of the women who shop there
16:38
actually
16:39
got their hair done just down the street
16:42
so they formed a partnership
16:43
with them because then anybody else who
16:46
gets their hair done they could get have
16:47
a free promotion and then
16:49
there’s so much in data yeah right i
16:51
mean i think that you know
16:53
understanding what’s going on and and
16:55
that’s why i think
16:56
digital marketing is is so much more
16:58
powerful than traditional marketing
17:00
is you can see what’s happening and make
17:01
adjustments yeah really quickly
17:03
really in the moment yeah and um you
17:06
can’t do that with traditional marketing
17:07
you don’t really know what’s going on
17:08
and yeah you can’t
17:09
you can’t just take down that big
17:11
billboard and then replace it with a
17:13
yeah like like like you should have i i
17:17
haven’t seen this in a while
17:18
but i think at one point i saw a
17:19
billboard and there was like a
17:20
misspelling
17:21
oh yeah you know that’s that’s what i’ve
17:23
been there for a month like i mean
17:25
you could have that in a blog post and
17:26
you can go make a change or on a website
17:28
it’s like quick change but
17:29
you know on a billboard engage with
17:31
people in your comments section
17:33
of your blog and i can talk about um
17:36
my other business my vital c where
17:38
deciding to put our product in glass
17:41
bottles was just
17:42
listening to people in youtube listening
17:44
to people on the phone
17:45
obviously uh and comments on facebook
17:48
like they
17:48
i i thought it should have been it
17:50
should have been glass plastic so i
17:52
really all i did was listen to matt so
17:53
really this should just say listen
17:57
i fall in the category of the bell curve
17:59
of most people but the way i think
18:01
is about how most people think not
18:03
always true but
18:05
but i’ll go with it speaking to your
18:07
audience should be like having a
18:08
conversation with
18:09
your friend the better you know your
18:11
friend the better the conversation is
18:13
gonna be right otherwise you have that
18:14
awkward conversation with somebody that
18:16
you don’t get along with
18:17
uh skill number two the art of subject
18:21
matter expert
18:22
interviewing to write amazing content
18:25
you need to be an expert on your topic
18:28
i always like this question how hard do
18:30
you think it is
18:31
to be an expert on a topic
18:34
i mean we know the topic like what the
18:37
topic is depends
18:38
right but but like would you say like
18:41
it’s in the realm of father i feel like
18:43
some people i think everybody’s an
18:45
expert at something
18:47
if someone has a passion like they’re
18:50
going to know more
18:51
about bird watching or something you
18:53
know i mean like like
18:55
anybody that knows anything about bird
18:56
watching knows more than me
18:58
yeah both of us are excited yeah so
19:00
they’re an expert
19:01
probably yvonne as well so yeah i mean i
19:03
think it comes down to like
19:06
why are you interviewing the subject
19:07
matter expert what content are you
19:09
trying to well capture
19:10
i think there are people who believe
19:12
that becoming a subject matter expert
19:14
is a really challenging thing and it’s
19:16
something that they couldn’t do
19:18
and and i don’t i’ve just never had that
19:20
opinion i feel like
19:21
you got to read a lot right you got to
19:23
read a lot and
19:25
you can read very niche stuff one of the
19:26
points he makes is like you don’t need
19:28
to become
19:29
a a medical doctor in order to write
19:32
intelligent medical articles you just
19:34
need to become
19:36
an expert in that little niche does it
19:37
help if you have the broad base of
19:39
course it does
19:39
but you just become an expert in that
19:41
and this and that’s really i mean i can
19:42
diagnose myself
19:44
yeah just go to webinar yeah webmd and
19:47
just type in or whatever
19:48
it’s either a slight abrasion or you’re
19:50
gonna die yeah right like it’s either
19:52
well all of these well like all the
19:54
different like oh that autumn moon i got
19:56
that
19:56
you know like people like self-diagnosed
19:58
you’re like oh
19:59
yeah yeah it’s probably dangerous it’s
20:01
very dangerous and then
20:02
mostly for your recycling and then
20:03
people are like self-medicating you know
20:05
they go to a doctor because i used to be
20:06
a farmer
20:07
yeah yeah okay so they would go and like
20:09
i need this
20:10
and that’s what the pharmaceutical
20:11
companies with advertising are driving
20:12
you to do they’re trying to do it
20:13
because they’re like
20:14
go to the doctor and demand this demand
20:16
what you need yes clearly you have
20:18
restless leg syndrome
20:19
yeah exactly like that wasn’t even a
20:20
thing i sold that
20:22
[Laughter]
20:25
you can produce authority content even
20:26
if you don’t have a degree in that niche
20:28
i always just believe you got to read a
20:30
lot of it a lot right process a lot of
20:32
information
20:33
and then it’s ultimately and i know
20:34
you’ll agree with this it’s ultimately
20:35
when you start teaching it
20:37
yes you become an expert i would say you
20:39
don’t really know it
20:40
actually until you teach it because like
20:43
when you wrote this book right
20:44
like all of this information was in your
20:46
head but it’s so much more concrete
20:49
since you’ve put it in paper right since
20:51
you yeah i had it really
20:52
i had to really work through it but you
20:54
you see that when we’re doing uh
20:56
trainings here in the office you know
20:57
when we’re when we’re doing some
20:59
coaching
20:59
i’m like explain it back to me yeah and
21:02
you can see that
21:03
there’s some stuttering and there’s this
21:05
and that and then the the synapses get
21:07
formed and then like when they repeat it
21:09
it gets better it gets better it gets
21:11
more articulate
21:12
and really like when you’re talking to
21:14
clients we’re training the account
21:15
manager to talk to clients
21:17
they’re they’re learning right and i
21:18
think it’s i think it’s through the
21:20
the teaching is how you learn yeah so so
21:23
that’s
21:24
i think what you need to hear are five
21:25
tips to make your interviews
21:27
seamless and value rich be prepared
21:30
before you call your sme subject matter
21:33
expert do as much research as you can
21:35
and i can give a great example i was
21:36
just
21:37
recently the dr gundry podcast i
21:39
recorded a podcast with dr gundry if you
21:41
don’t know who he is he’s written a
21:42
couple of books plant paradox longevity
21:44
paradox
21:45
i actually read it’s funny you know you
21:47
watch the late night show and like have
21:48
you read my book and you know that the
21:50
host hasn’t read you know three books
21:52
from the night before
21:53
i read uh his second book his most
21:56
recent book twice and then the book
21:58
before that once before i went to the
21:59
interview because
22:01
i wanted i wanted to be able to connect
22:03
with him
22:04
on his subject matter and it actually
22:07
did work out really well there were a
22:08
couple points in that podcast where i
22:10
was
22:10
actually able to bring in information
22:13
about
22:13
which he speaks about which he’s
22:16
passionate
22:17
um into the interview so so i’ll throw
22:20
in a quick story and i’ll try to be
22:21
quiet because i know we’re trying to get
22:22
through this and people don’t want to
22:23
hear me
22:24
ramble but when i was moving from ppc
22:27
right because i a lot of people don’t
22:29
know this but i started as a ppc expert
22:31
um and then moved into seo right and
22:34
and it really gave me the foundation of
22:37
seo because it’s the same algorithm to a
22:40
degree and you can see more data and
22:42
blah blah blah the concepts are yeah i
22:44
mean like
22:45
so when i’m teaching people ppc that
22:47
understand seo
22:48
it’s pretty easy right so but bottom
22:51
line is so meeting with one of the top
22:53
experts for seo here in houston and you
22:56
know
22:56
like i only knew ppc so i read a bunch
22:59
of books
22:59
right to to prepare for being ready for
23:02
that yeah
23:03
and like i went into the conversation
23:05
and i like
23:06
i was like oh like we’re kind of the
23:09
same level well like
23:10
there’s different things i i didn’t know
23:12
some experiential
23:14
knowledge yeah right but as far as
23:16
concept strategies all these
23:18
sort of things i i had quite a bit of
23:20
knowledge yeah and that was
23:21
i mean that was like five books right so
23:22
i read like five books
23:24
one was the art of seo right actually no
23:26
i read that i
23:27
well i read part of it and not really
23:30
like it was so big
23:31
did you but then i went back no and then
23:33
i went back and re-read it it was like
23:34
900 pages
23:35
yeah that’s so i went i didn’t really
23:37
read it the first time
23:38
right but then i went back and like
23:40
actually read it and highlighted
23:41
everything up and like i’ve read that
23:42
cover to cover now
23:43
yep and it’s now a reference book yeah
23:46
you know but and that’s some of the you
23:48
know
23:48
split off some of the information where
23:50
relevant into this i mean i
23:52
this this is literally like 400 books
23:54
yeah
23:55
maybe 300 i don’t know but i write a ton
23:57
of books um
23:58
and label i remember being on a plane
24:00
with you like highlighting i would
24:01
highlight them i’ll label them
24:03
and then i was like all this information
24:04
is really important by the way we’re
24:05
holding up the book
24:07
if you’re just on the podcast listing
24:08
it’s build your brand mania it’s an
24:10
amazon bestseller that matt
24:12
uh that matt wrote uh wrote published
24:15
edited uh but the brilliant part is that
24:18
i wrote the foreword
24:19
it’s really quite a good word it’s the
24:22
best part of the book i think i don’t
24:24
know
24:25
all right number two skip the dead air
24:27
with open-ended questions so you don’t
24:29
want to ask like
24:30
do you really enjoy what you’re doing
24:32
yes
24:33
i do you want to like what is it about
24:35
what you do that you love so much so
24:37
ask open-ended questions not yes or no
24:40
questions if you’re going to
24:41
be interviewing a subject matter expert
24:43
so a tip for interviewing so this is a
24:45
little
24:46
side note is uh if you’re interviewing
24:48
somebody because i’ve been on a bunch of
24:50
you have to like guest podcast blah blah
24:52
blah
24:53
as uh do a pre-interview yeah let them
24:57
answer all these questions get out like
24:59
what they’re going to say
25:00
them kind of talking about their
25:02
business or whatever and now they
25:04
they don’t want to repeat themselves
25:06
when when they’re talking to you again
25:07
on camera
25:08
so then you can really get into the meat
25:10
yeah yeah and so that that’s what um
25:12
that was kind of a a suggestion tip that
25:16
another podcaster fellow podcaster um
25:18
gave you yeah like
25:19
go through it uh number three so this is
25:21
five tips to make your interviews
25:23
seamless and value rich bring your
25:24
content
25:25
outline right so you’re gonna have a
25:27
content outline before you even get
25:28
there so you gotta have done a lot of
25:30
homework
25:30
and you know where you wanna go your
25:32
interview with a subject matter expert
25:34
is two pieces
25:35
one to fill any gaps that you have yeah
25:37
and two really to
25:38
uh to lend the credibility of that
25:40
subject matter expert
25:42
to the article that you’re writing like
25:43
i interviewed whatever doctor gundry
25:46
you’re trying to get quotes yeah yeah so
25:48
so there’s a lot of value in that
25:49
next record your conversation i almost
25:51
feel like that goes without saying
25:54
how many people record the conversation
25:55
don’t listen to it
25:57
yeah no i mean that’s why you want to
26:00
transcribe it yeah like and google will
26:01
help you do it
26:02
so it’s pretty easy pretty easy don’t be
26:04
afraid and then finally don’t
26:05
be afraid to ask clarification you know
26:08
we talk a lot about the fortune is in
26:09
the follow-up
26:10
right that’s the sales lineup that’s you
26:12
know link building that’s like the
26:14
fortune that’s
26:14
the remarketing just remarketing it’s
26:16
also true in the interviews it’s like
26:18
when you get that answer
26:20
and you see the opportunity to dig
26:22
deeper and get more information out
26:23
that’s where the fortune
26:25
of that of that go go down the rabbit
26:27
hole yeah right is that what that’s what
26:28
you should say
26:29
go down the rabbit hole um all right
26:31
skill number three
26:33
writing each piece of content with a
26:35
goal in mind by the way this is the top
26:36
10 must-have content marketing skills
26:38
writing each piece of content with a
26:41
goal in mind and he gave some really
26:43
good example
26:44
it’s actually really good i almost want
26:46
to buy the product
26:47
because it’s short and sweet and easy to
26:49
do
26:51
goals aren’t only specific to selling
26:53
your service right so your goal might be
26:55
i don’t know a lead magnet to grow your
26:57
email list an email series which drives
26:59
people to different blogs or
27:01
an authority blog so this piece of you
27:04
skipped this
27:05
i circled it yeah i thought i just
27:07
wanted to read that yeah
27:08
because according to leading social
27:10
media analytics and software firm sprout
27:13
social
27:14
74 of buying decisions today are based
27:16
on what customers
27:17
read on social media i have never seen
27:20
that statistic before
27:22
that i don’t i i
27:25
i don’t i think that there’s some
27:26
credence in it okay because i think that
27:29
basically let me ask you i’m gonna i’m
27:30
gonna play devil and i’m gonna interrupt
27:32
you who
27:32
apologize once you’re a recommender
27:36
then you should be a consumer yeah like
27:38
i i i know that that wasn’t what this
27:40
statement was
27:41
but i feel like that’s the influence the
27:44
personal recommendation
27:45
if someone is saying something on
27:47
facebook that you know like or trust
27:49
you’re going to listen to them yeah and
27:51
then you know that other piece of data
27:53
which there’s data out there supports
27:54
that there was a study of like
27:56
putting little signs in people’s yards
27:58
they they adam put a little science like
28:00
driving yeah yeah yeah that was
28:01
surrounded and then like put this giant
28:02
one in your window
28:03
or whatever yeah and and they did it and
28:06
like i’m seeing
28:07
some of these things playing it back did
28:09
these pan
28:10
pan out right in the referral market uh
28:12
what’s the
28:14
tipping point or what are you talking
28:15
about uh influence oh influence
28:18
what’s his name robert chaldini isn’t
28:21
that there well
28:22
there’s preference and there’s influence
28:26
i don’t know if that i’m sure it’s in
28:28
there yeah that piece is
28:30
that pieces i mean they’re talking about
28:32
reciprocity and all these other
28:33
things it’s really good stuff yeah all
28:34
right so let’s see uh
28:36
authority the secret is determine the
28:39
goal of every single piece and make sure
28:40
that your content is written with that
28:42
goal in mind
28:43
number four knowing how to stand out
28:46
right so it’s not just about writing an
28:49
article right and you you mentioned
28:51
earlier you can’t just write another
28:52
article that looks like the same as
28:53
everybody else’s article
28:55
and here’s uh here’s ways that you can
28:57
come up with this type of content that
28:58
stands out
28:59
number one spy on your competition right
29:02
that goes back to like doing research
29:04
figure out what they’re doing
29:06
and what they’re missing so so in ppc
29:09
there’s a tool we use called spyfu right
29:12
right and
29:12
and it has spy in the name right and i
29:15
think the
29:16
professional term is listening tools
29:18
yeah right yeah but yeah that’s
29:20
you’re like what is the competition
29:21
doing what can we do where are the gaps
29:23
yeah exactly
29:24
present content uniquely so maybe it’s
29:26
different maybe it is
29:28
everybody writes content about your
29:29
subject and nobody has a video to
29:30
accompany it so like
29:32
add a video to it i know this is that
29:34
that ties into content
29:35
next um develop your own personal style
29:38
like the whole people having
29:41
a connection with individuals who
29:44
represent your business by the way it
29:45
doesn’t have to be the owner it doesn’t
29:47
have to be any one person actually it
29:48
can be
29:49
a group of people as long as they have a
29:51
very like mind
29:52
but that is really powerful um and you
29:55
end up
29:55
with a lot of followers and then end up
29:57
having actual influence on people
30:00
i mean people do business with people i
30:01
mean when i was when i was in sales in
30:03
the early days
30:04
people that they’d like you to finish
30:06
that
30:11
i mean uh when i was passing out
30:14
business cards or whatever like back in
30:15
the day like
30:16
i passed out like hey here’s a link
30:18
before even linkedin like here’s my
30:20
personal blog or like
30:21
a little bit of information about you i
30:23
think it’s really important so people
30:24
don’t see you as a
30:25
like 2d or they just see you as a
30:27
business and i mean i think even
30:29
businesses with
30:30
spokespeople and that sort of thing
30:32
they’re trying to
30:34
elicit emotion yeah like even these car
30:36
like these car commercials
30:37
right like it’s like what does the car
30:39
commercial have to do with
30:40
like xyz like feeling good in life you
30:42
know and it’s like
30:43
if you drive this car you do or you wear
30:45
this brand you do yeah i mean that’s
30:47
what it’s all about right so yep uh
30:50
so that’s knowing how to stand out and
30:52
then skill number five we’re gonna stop
30:53
uh this is gonna be
30:54
just became a two-part yeah because i i
30:56
we need to i’m gonna be
30:57
quieter let’s read skill number five
31:00
keyword research
31:01
savviness so it’s not just the ability
31:03
to keyword researchers the ability to do
31:06
it
31:06
uh with sabae savoia fair um so what
31:09
does that word mean
31:10
exactly like what’s the definition of
31:12
savvy fare
31:14
fair i don’t know with the i don’t know
31:16
i don’t know
31:17
if only there were some sort of device
31:19
that you could use to ethan look
31:20
that up the name’s not ethan
31:25
that was nice i think me and ethan been
31:28
talking like technical seo all day
31:30
man like
31:33
so he’s got uh how do you choose
31:35
keywords to use in your content go for
31:37
the long tail keywords right
31:39
and so it’s always this desire engine
31:41
obviously this is so seo right yeah it’s
31:43
always the desire go after the biggest
31:46
baddest phrase on the planet and that’s
31:48
just hard to get
31:49
and in fact if you don’t have the
31:50
smaller long tail phrases to support
31:53
and redirecting to that biggest baddest
31:55
content on the planet
31:56
it’s not going to do well that that is
31:58
the strategy if if you’re
32:00
really strategic about it most people
32:01
like want leads immediately yeah right
32:03
yeah
32:03
but i think that um you know kind of
32:06
surrounding
32:07
the the castle and then going after the
32:10
the main door taking down the steeple
32:12
yeah exactly like
32:13
it’s better than going for it right away
32:16
because you’re gonna
32:16
it’s gonna be very competitive it’s
32:18
gonna be a bloodbath right yeah trying
32:19
to get to that keyword
32:20
unless you can just outspend everybody
32:23
you know so this goes back to the same
32:24
choose low competition keywords
32:26
and this this is like why i thought it
32:29
was value
32:29
it’s okay to select keywords long tail
32:32
or
32:32
low search volume or really less
32:34
competitive
32:35
as long as people are searching for them
32:38
right because
32:39
at the end of the day you want people to
32:41
visit you
32:42
and you want people to engage with your
32:44
content and if you can start doing that
32:46
on these long tail
32:47
phrases then you’re going to build the
32:48
authority and ultimately be able to yeah
32:50
i would say
32:52
the the right type of people that are
32:54
searching for it makes it less
32:56
competitive but also if you’re selling a
32:58
product or service that’s a high ticket
33:00
item even though there’s low search
33:01
volume
33:02
you know you just got to look you got to
33:03
look at the business case but but i mean
33:05
there’s a lot of like 30 50 100 keyword
33:09
search for
33:10
you know industrial commercial right big
33:13
machines yeah b2b stuff that that it’s
33:17
it’s it pays for a year of seo yeah one
33:20
deal one deal
33:21
yeah you know so it’s worth it you can
33:23
use tools like
33:24
kw finder and sem rush
33:27
we use both of them so those are good
33:30
recommendations for
33:31
tools all right so well that’s going to
33:32
wrap up uh we’ve finished half of the
33:34
top
33:35
10 must-have content marketing skills
33:37
yeah um
33:39
we’re going to say to you again make
33:41
sure you psycho us
33:42
sure right like we’re uh you can go on
33:45
to
33:46
the the best seo podcast and there’s a
33:48
link there where you can get your
33:49
you know how to find us if you’re
33:51
listening just just let new people know
33:53
about it
33:54
he’s a little more fair uh i i know what
33:57
that one means
33:58
he’s a little more laisse faire i’m
34:00
going to say please do us a favor
34:02
go to ewebresults.com g plus and leave
34:05
us around
34:05
for chris five we wait please make that
34:08
review
34:09
five stars no so i i we
34:12
we got a there’s there’s one agency one
34:16
agency in houston that has more reviews
34:18
than us
34:19
and they’re a little bit bigger than us
34:21
but
34:22
by yeah a lot yeah whatever doesn’t
34:25
matter whatever it’s time to take them
34:27
back
34:27
it’s time to take them down and we need
34:29
your help we’re we’re crowd sourcing
34:31
reviews
34:31
there we go okay outsourcing reviews
34:34
please leave us a review
34:35
we are trying to hit uh 173 um and we’re
34:39
at 118.
34:40
very cool and i can tell you uh the a
34:43
ahrefs
34:46
stats uh y’all got us to first so we
34:49
appreciate it we’re asking you to help
34:50
us again oh that was on the best
34:52
uh as best the best marketing podcast i
34:55
think someone came in
34:56
and and beat us after that but but we
34:59
we had the title for a long time yeah
35:02
right
35:02
um all right so if uh if you’re looking
35:05
to grow your business using the largest
35:07
simplest marketing tool on the planet
35:09
the internet call ewebresults for
35:11
increased revenue in your business our
35:13
phone number is
35:15
six seven two four i think i did that
35:17
right um
35:19
what’s what’s the what’s the next piece
35:21
i i didn’t bring the second page of my
35:23
notes
35:24
if you have a and we’re broadcasting if
35:27
you
35:28
have a referral right somebody who’s
35:30
interested in internet marketing and
35:32
remember like if you’ve listened to our
35:33
podcast if you’re new to our podcast
35:35
just know as an agency we do
35:39
web design seo ppc we do what you need
35:43
us to do in order to help you grow your
35:45
business it always starts with a
35:46
workshop
35:47
i’m getting i’m actually sure i got well
35:50
one one one deal that landed today today
35:54
was there was a referral yeah um where
35:56
it’s a
35:57
jv partnership okay okay and i’ll give
36:00
you the details of this in a little bit
36:01
yeah but it’s it’s a pretty big deal
36:03
um and then um i got a referral to a
36:07
large
36:08
large manufacturing company okay that
36:10
was a client
36:11
of somebody else yep and they kind of
36:12
needed some big guns
36:14
um to come in and we’re the best and so
36:17
so so they pulled us in and said hey
36:19
what you’re trying to do is a little
36:20
outside our scope uh we need these guys
36:22
to help us
36:23
and like it it like this industry is
36:27
very like we work together communal
36:31
um because i was looking at what she was
36:34
doing
36:34
and she had a lot of like print design
36:36
work right and so we only have
36:38
two inside in-house print people and
36:41
you’re getting a lot of print work
36:42
and i’m like hey like i think i can show
36:45
you yeah like i can do
36:46
this your way and then she was local
36:47
here in houston i never heard of her
36:49
right and so so there’s an opportunity
36:52
to work to work together yeah absolutely
36:54
so if you do have a referral send them
36:55
to us uh we’ll make
36:57
something happen we’ll figure it out um
36:59
we are filmed live here in houston texas
37:02
is 13105 northwest freeway
37:05
houston texas 77401 and we’re getting
37:09
new
37:09
herculite doors for anybody that knows
37:12
040.
37:14
77092 no it’s a 7704 oh
37:17
yeah yes but what’s important is
37:21
where our where our door is right now if
37:23
you come
37:24
visit us yeah um it’s kind of tucked
37:26
back um we’re we’re actually
37:28
converting one of our conference rooms
37:30
into a lobby
37:32
and we’re getting hercules doors so if
37:34
anybody knows what hercule doors are
37:35
they’re the they sound poor the glass
37:37
uh ceiling doors and it’s gonna be
37:39
pretty awesome they sound heavy i’m
37:40
looking i’m looking forward to seeing
37:41
them i’m really
37:42
really excited about it that’s gotta be
37:44
pretty cool um all right well in
37:46
you guys have made us the most popular
37:48
seo podcast one of the most popular
37:50
internet marketing podcasts we
37:52
appreciate you
37:53
thank you all all of you all around the
37:55
world we really appreciate you
37:57
and we’ll have another podcast coming
37:59
out soon uh until the next podcast my
38:01
name is chris burris my name is matt
38:02
burcham
38:03
bye bye for now

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