Content Marketing: Separating Success From Failure
It can be a thin line that separates success from failure in the world of content marketing. Join Rand Fishkin, Mark Traphagen and Eric Enge as they take this hot topic head on. Time stamps for this show (provided by Marilyn Moore) are as follows:
0:05 – Welcome, Introductions, and a Happy Birthday 🙂
1:47 – Show agenda
2:57 – Content marketing isn’t new, it’s classic SEO.
3:44 – There are new implications.
4:08 – Misconceptions about content marketing
4:40 – Myth 1: There is a direct connection between a piece of content and people doing business with you
6:05 – Don’t confuse a blog post with a landing page
11:48 – The bigger journey is to put yourself in the right place at the right time for the right person.
13:23 – An example of how content marketing is a very serendipitous investment and very difficult to measure
15:19 – The relationship between the number of customer impressions and a sale
17:24 – Myth 2: A certain kind of buyer content, if it is “good enough”, will” sail across the web” and become successful content marketing
20:06 – You’re planting seeds today that you may not harvest for years.
22:57 – Think of the water cooler conversations – Shout out to +Ammon Johns
24:45 – Eric takes a slight diversion with a bone to pick
27:33 – What kind of content succeeds and works well?
28:32 – Content needs to resonate with a particular community and align with its passion
29:59 – The challenge of finding the emotional triggers.
31:15 – The most important skill a content marketer needs
32:25 – The single most important thing that Mark has learned
34:24 – Empathy and how to appeal to the emotion of that person
35:50 – It starts with the very first seconds of that content
36:33 – A switch from strategy to tactics: using BuzzSumo; creativity + execution
38:38 Myth 3: Some people are naturally good at content marketing. Don’t confuse talent with practice.
40:31 – It takes years of investment, which is a really hard thing to sell to people
41:05 – Who says YES to that?
42:16 – Eric’s SEO sales pitch
43:19 – SEO combined with content marketing is very powerful
46:10 – Put some thought into what you want your content to rank on
46:27 – The payoff is reputation, trust building, and brand impressions
47:48 – A brilliant marketing suggestion 🙂
49:10 – Content marketing and SEO are about being generous
52:05 – Everybody in a company is part of marketing
53:19 – The challenge of knowing what you want your ‘content marketing ‘content’ to rank for vs your more sales funnel oriented pages.
57:38 – None of us start at the top
58:08 – Is content marketing for everyone?
1:02:44 – At some point you’ve got to jump in the game
1:03:43 – A wrap-up from Rand
1:05:24 – Parting thoughts from Eric