Content marketing success requires five ordered steps: research and idea generation, idea validation, production, promotion, and conversion tracking, with analytics guiding every decision along the way.
spend just as much time on promotion as you do on a production
Chris and Charles is going to discuss an article by Paddy Moogan where he shared a process for putting together a content marketing campaign. It doesn't guarantee success either, but it puts everyone in a much better position than having no process at all.
The five steps are: research and idea generation, idea validation, production, promotion, and conversion and tracking. The hosts discuss each step from Moogan's Moz article, emphasizing that having a repeatable process is essential so you can test, measure, and improve your content marketing over time.
The episode references a framework from the book Made to Stick by Chip and Dan Heath. The checklist covers simplicity, unexpectedness, concreteness, credibility, and emotion. Hitting two or three of those criteria, such as the idea being credible and relevant, suggests you are on track to create strong content.
The hosts say to check your analytics before committing to a mobile-first approach. If most of your traffic comes from desktops, optimize there first. One client example shows 97% mobile traffic for a restaurant, while service businesses like AC or plumbing companies tend to see more desktop visits.
The episode outlines three promotion types: paid, such as pay-per-click or boosted social posts; earned, based on your reputation and social influence; and owned, meaning your email list and existing followers. Mixing all three and boosting posts that already get strong engagement is the recommended approach.
you can think that you have a great idea, but how do you know for sure? The fact is, you can never predict this 100%, but you can increase the possibility by using some type of framework to validate that idea.
Host
this is not a build it and they will come situation. You have to build it right. Right. And then they might come.
Host
make analytics your best friend because that's how you track all of that. That way, you can see how those goals work. Where those people came from. How they engaged with your site.
Host
Full transcript is being added.
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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