Want to know the single biggest mistake that content marketers make?
It’s not forgetting to analyze content.
And it’s not failing to find the best distribution channels.
The biggest mistake is creating content that isn’t engaging or thought-provoking. But it’s something almost every content marketer struggles with. In fact, nearly 60% of B2B marketers say that producing engaging content is one of their top challenges.
But here’s the thing: great marketing and great content go hand in hand — you can’t have one without the other.
On this episode of Seeking Wisdom, Dave gives away the three vital secrets you need for creating the best content of your career, and the six tools to use to help you get there — all in under 20 minutes.
Whether you create blog posts, podcasts, videos, social posts, this podcast will help you level up your content — and marketing — game.
Time Stamped Show Notes:
02:02 – How to reverse engineer good content and DG’s thoughts on how he grew his original podcast, Tech in Boston.
03:26 – The power of reading and why it’s an idea powerhouse.
04:10 – “Ogilvy on Advertising”: the key to coming up with better ideas… you need to stuff your mind with great content.
05:30 – Use social networks as a way to test ideas and gauge what content you can produce that will yield results.
08:35 – Figure out what’s already popular. The biggest mistake you can make is trying to reinvent something as opposed to trying to innovate on top of it.
10:00 – The innate power of Google search. Check out what’s already popular and find long-tail keywords that matter for your brand.
11:00 – How to use Google keyword planner to analyze your competitors landing pages and steal back traffic.
12:06 – An introduction to Buzzsumo and how to use it to find the most popular pages for a brand based on social shares.
14:02 – Two unexpected tools: Product Hunt and Amazon book reviews. Use both to identify the lingo that your customers use by finding posts, pages, and reviews that are related to your business.
15:33 – How to use Quora to crowdsource content ideas.
3 Key Points:
- Reverse engineer good content (or audience location). You have to figure out who you’re making content for and where those people like to hang out online. Determine what elements make for great content (or what channel your prospects frequent), and then use that as guidance.
An easy three step process: 1.) Identify your competitors by conducting a search of your brand’s primary keywords, 2.) Look at the backlinks they use to find the top competitors in your industry, and 3.) Find their 10x, anchor content using Buzzsumo, and determine what elements make it successful. Then, replicate it — or better yet — improve on it.
- Read more. To get better at writing and creating content you need to look up, zoom out, check out what others around you are creating, and use it as inspirational fuel. David Ogilvy said it best, “Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.”
- Don’t reinvent, innovate. Go out and find what’s already popular and innovate off of it. Spend some time on Twitter checking out what’s trending and the top articles in your industry that are being shared and retweeted, and then ask yourself what you can add to it. The world has already done the hard work for you, they’ve already identified what topics are popular, you just have to pay attention.
Tools Mentioned On This Episode:
- Google Search: It might sound obvious, but a standard Google search can yield a wealth of knowledge. Use it to find what other content is already popular in the industry, see related searches, and identify long tail keywords — all critical things to understand before embarking on creating content.
- Google Keyword Planner: A keyword research tool, Google Keyword Planner lets you see what keywords your competitors are using so that you can cater your content and steal back traffic.
- Buzzsumo: A social listening tool, Buzzsumo allows you to analyze what content performs best for any topic or industry by finding what’s already popular based on social shares.
- Product Hunt: While you might be familiar with using Product Hunt to launch new products, you can also use it to find what products have been popular after they’ve launched. Find products and pages that are related to your industry and see what people are saying about them. Then use your customer’s words to generate content ideas.
- Amazon Book Reviews: Simple but powerful, book reviews on Amazon can bring you closer to your customer and give you unfiltered access into the words and lingo that they use. Find books related to your industry and read the reviews and descriptions.
- Quora: A question-and-answer site, Quora lets you see what questions people are asking and is a way to crowdsource content ideas.
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