Digital Power Hour: What is the Importance of Content?

Welcome to the Digital Power Hour Presented by 51Blocks!

 

Chris:

All right, good afternoon and welcome to the digital Power Hour again presented by 51 blocks. Joined here is myself, Chris and also jack. Hey jack, how's it going?

Jack:

Hey, what's going on?

Chris:

Welcome back, ready for another rip roaring, digital marketing discussion here. The main thing I wanted to go over today was something that I feel can be under estimated and underrated. With a lot of businesses. Obviously us in the industry as digital marketers. We understand the importance of content, but I do feel like some businesses or entrepreneurs, small businesses especially may not realize the power and the role. Content can play in driving traffic to your website.
So what I wanted to get into is, you know, what's the importance of content? How, what role does it play, and getting content or getting traffic to your website, and how that traffic can be used to grow your business.
So that's what I really want to get into today. Starting with maybe just a broad overview of what I guess what is content, you know,
what is content to you, Jack, in terms of digital marketing, like is that just videos is just images is just adding text to a page. What What is content?

Jack:

Yeah, I mean, I would say it's all three. I would say content is basically any type of media that kind of supports your business.
In, I guess this context of advertising and web copy any type of media that exists on your website that promotes your business that explains your business, explains your services, and ultimately connects the type of things that your audience is interested in are searching for and provides a way to solidify and reinforce that your business is the right fit for them and can service their needs.

Chris:

Beautifully said I agree. Content is like jack just said a mixture of things, right. So content can be images, it could be video.
It could be the text you see on a website. All of that combines to basically be content which definitely informs and says something. For example, let's start with SEO, right? Organic traffic? How do you drive organic traffic to your website? Uh, somebody, basically somebody taught you, you go into Google, you have a need a question, a pain point you're looking for whether it's a resource information or an answer to something, all of these different things, right? How do you use that to drive traffic and overall value and revenue to your website? So I know Jack, you usually do a lot of blogging content and things of that sort, like, how can blogging and using that type of content, which is primarily text and actually can be a mixture of images, videos, and text all on one page. But how can creating that type of content help you in the context of SEO and also driving traffic to the website?

Jack:

Yeah, absolutely. So I would say the biggest, the biggest way I try to think about advertising is your business is a person and that your audience is a person. So if you think about it like that, what you're trying to do is you're trying to build a relationship. So the advantage of SEO, is that when someone searches in Google, they're the ones approaching you, they're the ones saying, Hi, how are you doing? Um, you know, I hear you do this service or that service, versus, you know, kind of advertisements. I think, I think it's, it's much more beneficial in a content situation, to focus on SEO because the person is coming to you.  They're, they're the ones who are prospecting, your expertise are seen if they're interested, kind of like, you know, kind of kind of like approaching someone on the street and asking them for whatever may be a date, whatever. To learn more about something that you're saying.
When it comes to advertisements, I think people now more than ever are just conditioned to really ignore a lot of advertisements that are kind of just in their face. Like we're constantly hit an ad before you watch a YouTube video. When you're reading a blog, a lot of the times there can be banner ads and all that stuff. But the the advantage of SEO is that when someone is searching for your service, and they click on your website, they're trying to get to know you in a certain sense. You know, it's like a first date, especially with a lot of businesses because a lot of businesses don't have the the brand equity or the brand recognition, something like a coke or something like a Microsoft, those, those are kind of household names. And they have a certain amount of rapport and which translates to trust. So if Microsoft introduces a new service, people can trust it in a certain sense, because they're familiar with the Microsoft name, they're familiar with Bill Gates, etc, etc. But when it comes to local businesses, you know, they're learning about you for the first time. So the role content plays to me is that it gives you a chance to explain the market explain what they may not understand. So if you're a local veterinarian, that you know a person who owns a cat or dog may not understand the importance of annual checkup, or, you know, how that how that plays to their their pet's health. And if you kind of position on your website, the importance of have an annual checkup, or whatever service you're explaining, and also position yourself, as you know, the top veterinarian in your area, that business that they just discovered in search quickly become something that they want to work with. You're, you're enticing them, you're building a relationship and you're building trust. But if you don't have any content in your website, it's hard for them to trust you because they they don't. They, they're a very unfamiliar with your business, but you're not giving them the opportunity to learn more about your business. So if you don't, if you don't have sufficient content, and you don't explain the pain points that they're searching for, and the value that you bring, then you're not going to have a good chance of converting people or getting new customers for your business unless they kind of find it through other means.

Chris:

Right. I totally agree with that. I think sometimes people don't realize the long term advantage of content. So think about it like this. And I'm gonna say this here, you'll probably hear me say it a few more times in the future. And hopefully, well, you people can steal this. But in terms of business, I always say that know the customer, that you the customer six months from now is just as important or, or is as valuable as the customer tomorrow. And content is how you reach that customer. Six months from now, because it usually takes multiple touch points before a person actually makes the decision to do business or convert with their business. So what I mean by that is, for example, you know, you it's almost with, it's similar to like why people use email marketing, right? You just keep hitting them over the head, putting your brand in front of your your customer so that they always have you at the top of their mind. Same thing with content, right? So you look up, let's say you have a company that offers product A,
they're looking at their thinking before they actually decide to buy product A, they're thinking about things like you know how to use this type of product, five, five things to look for when buying this type of product. They're looking up all of these different things before they actually invest in buying the product, or a new version of the product. They're going to go online and find this information somewhere. So what you can do is put your brand in front of them and what they blog article like you said, and say, Hey! Basically answer all these questions for them. And that way when they actually are ready to pull the trigger and purchase
product A, obviously, you're going to be the first thing they think about because they've already visited your website. And also, back to the SEO point. What this does is it builds brand authority.
And I don't mean authority just in the sense of link building, I mean, it you actually are building perception that, hey, you're the leader, all things, this product or this industry, so it's not so much that you just want to draw traffic to your website, you also want to kind of build that brand identity of saying, hey, when it comes to product A, this is what we do. You know. So I definitely understand what you mean by, you know, using blog articles and SEO in terms of content. This content is really important because it can get you to customers. Six months down the line, not just the customers of today.

Jack:

Yeah, absolutely. And another thing to kind of touch up on is that, you know, when, when a lot of people are searching for things on Google they're they're searching for topics that they don't know that they're they're trying to research and figure out. So when someone searches for let's say you're an exterminator and you're having a let's say a cockroach problem in your house and you're trying to learn like why cockroaches are coming in your house, how to prevent cockroaches from coming your house, the the, the problematic areas where roaches can come in your house. So you started off your searches just trying to figure out you know, let's say you searched how to stop cockroaches from coming into my house and then there's a local exterminator who has this really great piece of content that explains you know where cockroaches come from, where they live in your house, how they enter your house.
So when you started your search, you're trying to figure out a way to stop it. But now you're realizing that this, this issue could probably be over your area of expertise to stop. In a sense, it's not as simple as just buying some, some spray at Home Depot. Like you're you're explaining to them that you're explaining the reasons why they actually need a professional exterminator why you need someone to actually investigate the crawlspace in your house, or X, Y, and Z to really identify it. So they're starting out that search and kind of a learning phase, but by the time they finish reading your content, you've not only position yourself as someone who can help them, you actually help them learn that they need an exterminator in the first place.
But the biggest point of the content is that you were the one to tell them all this information you You gave them this this free experience where you are helping them out like if your friend's a lawyer and you're and you're asking
Asking them hey, I just got sued because I hit someone in a car Can you can you let me know and they just kind of explained like, Okay, this is what you need to do x y & z. Well, maybe down the road, you're your buddy who's a lawyer, you you, you appreciate that he helped you out. And so maybe next time you actually need a lawyer, you'll be more
more open to the idea of hiring him because he was the one who helped you out. It's the same thing with content like that exterminator provided this value to you. And I think people have a natural inclination to reciprocate value like someone helps them out. They they want to help them out back and what better way to help them out then to hire them. And you know, in that in that context, they're they're learning that they need an exterminator and that you're the right person for the job.

Chris:

Right and I think the most important words you said there was value
I think some people don't want to give away any secrets or any sauce or anything like that, because they're worried that well, if I give away this information, then why would they need me? I think I understand the thought process behind that. But the most important thing is just give them enough. Just give them an just give them enough to where they get what they need. But obviously, if they really want to know, all the information, they're gonna have to reach out to you, you know, so like, let's like, maybe a mechanic, having a blog article about like, the basics of,
I don't know, changing, changing your own brakes, right? People can easily go up on look that up on YouTube, but if you give like a basic understanding, you could be just saying, hey, well, here's the basics of it. Obviously, there's more involved, but most people don't want to do their home breaks. Most people will say Dan says a lot. You know what, let me just hire a professional.
So you don't have to break down every step of everything that you do or give away all your trade secrets or anything like that. But it's all about value. And they're going to get the value somewhere. So this idea of, well, I don't want to say this or put this information on my website, because then they won't use me. The internet is big folks. Yeah, absolutely anything they want anywhere. So and if it's in your industry, why not have them go to your website?

Jack:

Yeah, absolutely. And I mean, there's so many things where, you know, you think you can handle it yourself. But, you know, you quickly understand that it's, it's, you know, it's it's more cost productive and you know, better for your own psyche to just hire a mechanic to change your, you know, brake pads or change your oil. It's like yes, you can change your own oil, but that's, that's a, you know, a dirty job. You might stay in your shorts, you might you know, you might do it wrong, you might do all these other things. But you know, like you said, you're you, I, I'm, I'm a big believer in, you know, just tell them tell them everything because I think at the end of the day, you know, there's a reason that they're, they're a there's professional plumbers and there's professional electricians is because you need to, you need to actually go to a school to, to figure out the correct way to do something. It's, you know, a YouTube video can help get get you started, but at the end of the day to actually get the task done right, you're probably going to need a professional.

Chris:

I totally agree. Look, I changed my own oil, but there were days where I'm like, I don't feel like it. I think I should just take this up there and then just have somebody else do it. But yeah, I mean, it's it's teach us Oh, and look, I feel like if the if the information is easily found on the web, and it's in it's in your industry,
Don't know if there's any reason for you to not capitalize on that web traffic, and a go all go, it all goes back to value. If people feel like you provide value to them.
They're even in digital marketing, there are plenty of people who, quote, give away the secrets, but we feel like it's value and we trust them for other things that they have to offer. Because we feel like they're the experts. And we can and we, and we have that trust with them, because they've provided so much free value in other ways in other areas of the industry.
And this also goes back to advertising. So if we even go into like Facebook marketing, right? How do you leverage content to generate, you know, traffic to your website, or generate, you know, revenue or something closely related to a conversion or just in to grow your your business in general, is content. So one way to get you know, the key one of the keys and lead generation is a lead magnet and what is a lead magnet content value?

Here's this thing. For example, a template, a guide, a blog article, some type of value that I want to provide to you for free. But in exchange, you know, just put in your information here. And then you add them to your list and there's a whole bunch of different ways. You can use that information to remark it or re-target somebody to buy in the future. But you know, content providing free value for people is another way to get people to your website. And the thing is, once you're there, their whole
wider array of techniques that you can use to get people to convert they're, you know, the main thing is get get them to your website.
There's a lot of strategies you can use in terms of internal linking, and all kinds of other stuff that you can use to get them to actually purchase, then in there, but again, it goes back to getting them on your website is the first step to shaking hands with that person. I've used this analogy a few times.

Look, you don't go up to a person that you're interested in, that you maybe you find attractive, and then sit and go up to them, say, Hey, my name is and then ask them for their hand and marriage. It doesn't work like that you're gonna have to and it's the same thing in business as from a business to customer relationship, asking them for their money the first time you meet them, may not always get you a customer sometimes just got to give them some value.

Jack:

Yeah, absolutely. And, and, and that's a great point I want to piggyback off of is, is that idea of leveraging content as a as a way to build out your contact lists and build out, you know, the start of your relationship because, you know, I see a lot of websites or just clients that are so reluctant to give their audience any value before they themselves get value from that person, which I think is a huge mistake, I think, you know, a business in a in a digital space, you know, you have to be the one to really initiate the lead and really be the ones to be like, Hey, we developed this super, super helpful resource, we're going to give it to you for free. You know, just give us your email address and your your name and possibly phone number. And, but but then from there, you know what the email is like, don't spam continue to give them more great content. If you publish a new blog, send them an email. Hey, here's another blog that was kind of related to that, that asset we gave you, and you're just, you're just being really, really giving and, you know, helpful to them and and people, people appreciate that it's kind of like the golden rule treat people how you want to be treated, it's like, if you were the customer instead of the person trying to get their business, how would you want to be treated, you wouldn't want to be like, you know, sign sign sign, you know, really pushed into it, you you want to, you want to be treated, right. So that that's kind of an advantage of content is you can do that. But at the same time, it's like you don't have to hire a team of people to just cold call your audience and spam them and just be like, Hey, are you interested in this service, it's like, you're you're making it so that your website is its own personal entity, and that it's doing all the the relationship building for you and then by the time the customer hits you up with a consultation. They already kind of know what you're all about or kind of feel like they already know you or appreciate what you've already given to them. So that's just the start of a really good business relationship.

Chris:

One hundred percent agreed.
Another thing that I've, you know, been, I guess, trying to get the idea of good content across the people is even if you're doing something as simple like, sure, maybe, maybe, yeah, so what social media advertising you can definitely use, like lead magnets and content on your page is extremely important, too.
When you're trying to do a lead magnet, right? So like how, how awesome is the actual content that you're offering to people for free? And is it actually valuable to them to where they want to enter their information to get it. So you know, the quality, the quality of that content is really important, but even if you're doing something like Google advertising, where one of the one of the things that has a huge influence on your quality score, which also influences how much you pay for that click because we know Google Ads is a pay per click platform, and quality score. And your click through rate is a function of that anyway.
Basically, your your landing page experience, which really spans across all these different platforms are these different areas of like SEO, advertising, social media advertising, but even Google ads, it's equally important there. You know, how well is your landing page to convert somebody that's actually interested? Right now, here, we're not talking about gated content, or you know, blog writing, it's about well, what if you're not creating gated content, like a like a PDF or downloadable PDF or something like that? What if you're not just doing a regular blog article? You know, content is important even in terms of just your, your shopping page to your sales page your conversion page your product page know how well is the content on that page it's almost like the same thing with like going to Amazon right? Have you ever noticed that there are you know, and I trust it more. So you might go to an Amazon page which we probably all use and they are selling the product and you actually you know, think the products pretty cool.
Excuse me and then you go to another page that has a similar product almost identical. But this page has like videos and you know, close up images and you know, they talk about this aspect of the product and go in and details and you scroll through all these, you know, blocks of images and content and you know, you get down to the reviews and you're like by the time you get down there which everybody like takes a look at a few reviews. You're like wow, I'm so on this one. This one. There's just a certain level of comfort you have when the experience is good. Same goes to like sending people to a regular landing page, whether it's on a Google ad, and I say Google Ad because with Google Ads, you're more so going after people who are ready to buy right now, a high conversion more so lower funnel. So, where people go to actually convert that experience the content they see, do you have a long product description? Do you have a equal amount of videos or product images there?
Is that present? And if that's not present a person you know that can that can that might be a deal breaker for somebody I know if I go to a product page, and it's super weak. I'm out.

Jack:

Yeah, yeah, absolutely. And you know, there's a reason why all the you know, all the info there. All the infomercials of the past four decades follow the exact same formula which is they open up with, you know, the black and white of someone struggling with with some tasks and then they instantly showcase the product.
They, they listed value after value, this is what it does. And it shows you. And, you know, like you said, with a product page, it's kind of like you want to see it in action, you want to see the results, you want to see images of people using it, you want to understand why it's better than other
other options in in the market. And what content does is it just gives you the opportunity to really clearly explain this product that the user is discovering that they landed on your page, they they saw the picture, they were enticed, but then you have to pick up the you have to pick it up from there and then finish the job and say, you know, all the reasons why it's better than similar products and that's the advantage of content.

Chris:

I totally agree. And, you know, this, this idea of content is really really important also, because it just applies everywhere it applies to this bigger thing that's just called user experience.
You know, there's certain metrics even in SEO where, you know, time on page plays a major role, bounce rate, all these different things. So, think about it. If you're a business owner, this is this is this is to you. All right. If you're a business owner, I think we all do, whether we're a business owner, or us as marketers, we tend to kind of take our set, we forget that we're consumers as well. And I think that while we're trying to, you know, do all this prediction and everything like that, I've been on many calls with a client and I said, Hey, you know what, let's, let's just, let's bring, let's make it real simple here. All right, let me ask you a question. And they'll say, Well, what I'll say well, let's, let's be honest, your your consumer, you know, go to go to your page right now and let's just say you're not a business owner, can you easily purchase this product?

Do you have to go through a lot of steps to go through this product?

Does this image look high quality to you?

Hey, by the way, do you find any call to actions that make you want to do something?

You know, hey, by the way, if you went to this page, would you stay here?

As long as it's a four to load? You just kind of break it down. And it's real simple thing of saying like, No, no, let's not, let's not be extra smart here. Let's just break it down to the basics and say,

Hey, what do you think? Would you leave? would you would you read all of this?

Somebody with a whole website with like, 8000 words on it in size? 10 font size, right? Well, would you read 16 paragraphs, you know,

Hey, does this product description really tell you what it's all about?

Is this one image here enough to make you want to buy it?

If the answer is no to that, then you notice you have an issue with your content and you need to work on that.

Hey, when you go to your competitors website,does their experience
look a little or feel a little better than yours?

Is there? Is their website better than yours?

You know, you you ask these basic questions. And surprisingly, a lot of times the client will agree. Or if you're a business owner, that's a good way to just look at your own pages and say, Hey, am I providing these or that's an easy check, right? Ask yourself, would you stay or would you leave?

If you were to search for a product like yours, or something or information on a product like yours would you, I guess if you go to your page, would you find the information that you're looking for?

Does it answer the basic questions or provide the basic answers to the questions that a typical consumer or your target audience would want?

So that's just my thoughts.

Jack:

Yeah, yeah. I mean, absolutely. And and, you know, at the, at the end of the day, it's one of the interesting things about advertising is everyone in a certain sense has experience in advertising because they've been advertising their entire life and they, you know, they, they can decipher what's a good ad, what's a bad ad? What's a good experience? What's a bad experience? So yeah, I mean, asking, asking the client, you know, would you do you find this easy to use? Do you does this seem enticing to you? And a lot of the problems, you know, they can, you can figure it out right there. And there's, you know, there's a reason why Amazon has, you know, the the drastic market share of of online purchases is because they've made it so that their platform is extremely easy to use one click buying and there's a reason why Shopify is charges a premium for their web services because they make it so that businesses can make that that funnel really clean, really easy to use. Because you know, even even when it comes to the purchasing part where you have to put in your, your name, address credit card number, I, you know, me personally going back to like just asking yourself what you like I like it when they they make the form dynamic. And it's kind of like you fill out partial bits of the form at a time. Because that just instinctively in your mind, it just makes it way less overwhelming to just see, oh, this is all this stuff I had to fill out. versus if they break it up into six separate sections. You're just like, Oh, I finished that section. Now I finished that section. And then before you know it, you're all done and it was a better experience.

Chris:

I laugh because I agree with the standpoint of like, Hey, you know, you you've all been advertised before. So you've you've been advertised
To your entire life, so you should know what good looks like it. I laugh because, you know, I always felt like, you know what, and a little off topic, but it applies to the same way where people are like, uh, you know, I know what a good owner is and a good bosses because it's because I've been an employee my whole life.
I know what a good because I've been on the other end so I know what I would like for a good boss to, you know what they would do and you know what they look like and how they run things because I've been an employee my entire life, you know, so yeah, I know, I think I can recognize good, you know, because I have so much experience in that area.
And the same thing with advertising like you, you you've been advertised your whole life. You've gone to a ton of websites and you've got mad at a few websites. Is your website similar to what you've got?

Jack:

Yeah, exactly.

Chris:

This is not a knock, I think it's a constructive thing to ask yourself. And it's a more simplest that you don't have to be. Obviously, you can hire an expert, but you don't have to be an expert to know that there's a problem per se in some in some of these areas, because you already have the experience there from being a consumer.
So that's, that's the main point.
But overall, yes, these are these are all reasons why content is important. And obviously, we can go into a long you know, long five hour podcasts about you know, the importance of content and the nitty gritty and the technical aspects of why it also is good for SEO and advertising. But I think we can we can summarize it by a few different points, right. So I think jack, you, you and I discussed, like the trust factor, right? Like, you just trust the business more when you've seen as they've given you so much free content, or let's just say value, right? When they've provided value in a, in a number of ways that had nothing to do with just trying to get their money. You know, would you agree with that?

Jack:

Oh, absolutely.

Chris:

You know, whatever. For example, a turn off for me is when I go somewhere, they're like, Hey, here's this information. And they're like, oh, by the way, buy this buy that is kind of sprinkled all over the place. Yep.
It makes me wonder, is this information valuable? Or is it skewed to make me want to buy your product? You know.

Jack:

Yeah, absolutely.

Chris:

Brand trust, right. Do you trust the brand? I don't trust the brand that's always trying to sell me stuff. You know.

Jack:

Yeah, just kind of seems spammy in it, you know, it's kind of like, you know, earlier When, when, when we're talking about the metaphor of, of, if you're trying to ask a girl on a date or something, and like you just say, Hey, how are you doing? It's like, good. It's like, do you want to go on a date with me? Or it's kind of like, you're just hitting them so far, you're just hitting them with with what you want. But you're not really building it to, for them to really understand why they want to date you, you know, you haven't built sufficient trust sufficient report, because you're coming to them as a stranger. So it's like you have to, the person has to feel comfortable with what they're buying, especially because, you know, there's, there's a lot of websites out there that you know, are either corrupt or you know, that it's there, they're just looking to screw one over on the people who buy them basically trick people into buying. So when you kind of do that, that kind of gives that impression if you're constantly trying to push, you know, by for me, it's like that, you know, versus, you know, using that content to just develop that relationship, develop that trust.

Chris:

Right? I wonder what that conversation will be like, hey, pretty lady. My name is Chris. I want to get married. Yeah. Who are you? Exactly? I don't know, I definitely don't trust you.

Jack:

And that's, and that's the, that's kind of the tough conversation with clients is because that's how they want it to be. They want it to be like, yo, someone came to my website, and they didn't instantly purchase what I was giving them. Well, it's like, you have to explain to them, it's like, well, you have to make your website, you know, have a lot of media for them to digest for them to explore. And then you'll get the purchase, but you have to build out that content first. And, and one last thing I want to touch on because I think we're running towards the end is is the idea of of kind of the shift between more traditional advertising content versus where I think the digital content is because I think traditional advertising really leverage the idea of kind of the slogan or the tagline, being able to just, you know, have a clever way of playing with your brand or Association. Kind of like think about any kind of television commercial, where it's kind of like, you know, they're really relying on that last little tagline, whatever it may be. And I see a lot of clients or a lot of websites that kind of tried to do that same thing where, for instance, I'm working on a page optimization for a roofing company. And they used their their h1, their their header one which is one of the most influential spaces for you to, to insert, copy, and I think their line was real neighbors real results or something like that.
Like not keyword rich doesn't explain your services.
And and a lot of clients will want to want to develop content on their website and trying to use that really clever copy writing type
approach where it's kind of like the headers are like, instead of being keyword register, like, Hey, I got something else to talk about, let's talk about it or, you know, whatever it may be trying to be just too clever, where, when it comes to developing online content, it's like if you're if you're developing content around, let's say, a hip surgery, and you identify these questions where it's like, what is a hip surgery? What are the symptoms that I would be experiencing where I would need a hip surgery? What does the hip surgery procedure, you know, make it so that your content is real explicit, real clear, so that when someone visits your website, they they know what each section discusses, and more more. So each section should be really explicit and to the point, what are the symptoms of a? What are the symptoms or signs that I need a hip surgery? The first sentence of that paragraph should be the signs and symptoms that you would need a hip surgery are, and then what would be the most digestible form to do that? Would it be paragraphs? I don't think so. I think it'd be either h3s or bullet lists where the the main symptom is bolded. So someone can scan it and digest that really quickly. It's not clever, but it's explicit. And you got to you got to recognize the keyword rankings you're getting it's not it's not humans reading the content on on online and assessing what what they want to put at the top of search. It's it's a Google algorithm that's, that's a robot that's you know that it understands things how a robot understands things if it's trying to figure out what should I rank for? What is the cost of a hip surgery? It's going to try to find the content that the header is what is the cost of a hip surgery. And then the first sentence is the cost of a hip surgery is x y&z other factors that would influence the cost, blah, blah, blah. And then you kind of see it with the new Google update where I don't know if you've seen this lately, but you search for something a question or something, and then you click on the link. Google goes ahead and finds it in the copy and highlights it for you.

Chris:

Yeah, I like it. I mean, I kind of liked it that I don't like don't highlight stuff.

Jack:

I feel that but that at the same time that's why Google picked that page. Thats why it was at the top of search because it found that piece of content and it was like because at the end of the day Google's just trying Google is about the user, its not about the client, it doesn't really care about what you're selling. They're trying to provide their users the best experience so if they are searching for whats the price of a hip surgery, its trying to give the best experience and you know highlighting that little piece of content since people you know are so add and sporadic nowadays they're trying to reward the piece of content that answers their user's query the fastest.

Chris:

Yeah I mean Google is basically a big referral platform. Yep so I know we're heading towards the end, I'll kind of speed through my key takeaways and you kind of ran into a couple of them.

The first one is brand trust right I think we led with that just now by saying hey you know you you when they give you valuable content you learn to trust that brand especially when you're not trying to sell you something. Um, you know people trust your content when its a little less biased and leaning towards you. I mean if any time you go to a page and you know you're looking for something they say we're the best, we're the best, we're the best, uh you're biased I don't trust this article.

The next thing is authority, it's important to be recognized, yet trust is important and when you add more and more and more and more content and you've covered more and more more different topics and pain points or provided a lot of diverse amount of information then that's when you become an authority on the matter, that's when we know even in our industry who the authority people are one of them coined a phrase called authority, you know so when you created this bulk of valuable content you've then created a certain level of authority on this subject matter or in this industry and now people know that hey when you have a new product you know what's good because this is what they do, right?

So anytime you have this content you can bring traffic to your website then of course people start going to other pages and they can kind of trust and know that you are the people that do this, um you are the pet accessory experts so when you have a new product, you definitely can trust and be assured that this is a good product because they they recognize you to be an industry leader and that kind of goes along with trust. You agree with that?

Jack:

Yeah, absolutely.

Chris:

The other thing is which we've mentioned before building a relationship with the customer, it , you know when you create good content you're kind of of course shaking hands with them but it goes to my point that even if they don't buy now, you're building that relationship. I think real estate people understand this a lot because I think they're processed to close a person takes months and months and its not as simple as well I got the lead and now they're a customer. I think real estate kind of understands the idea. I've heard this before by the way that's why I brought it up. It's not like somebody's looking for a home, you close a deal within a month, you got money. You have to actually build a relationship with these people before you actually can see the return. And creating good content getting that traffic to your website that's outside of just a purchase helps you grow a business by building that relationship so that when they are ready to purchase you want them to go to you, right, right Jack?

Jack:

Yeah, yeah absolutely and and to kind of even touch up on that that real estate example you know when a real estate agent hosts an open house they they'll leave out little snacks for the people that come by and it's not they're not charging them for snacks because I mean they see the the larger value of giving someone something for free and you know making them feel comfortable, treating them like a guest because that you're building rapport and that's what it's all about.

Chris:

Yeah and now I have to piggyback off of that. It's like when you go do apartment hunting and they show you the sample room or the demo room and then they open that fridge and there's like 18 different soda's and snacks and they're like what you want? Oh this is a great way to start this relationship, I like you man! You know, I'm almost positive I knew what they were doing but I didn't care I was like you know what this tells me how this leasing office treats their tenants, free snacks! Awesome way, awesome guys, bring it on! Where do I sign?

So yeah, it's all about building a relationship by providing value and not really asking for anything in return sometimes asking for the sale too much every time you interact with the brand it puts a negative taste in people's mouth so build a relationship with your customer and you'll get and you'll close the sale.

The last thing I want to touch on, to which a lot of people can attest to this, content just like SEO, especially in SEO and in social media which we didn't talk about a lot but this idea of creating content works for paid social media but also organically if not it fuels your organic social media and it helps with this idea of customer retention. You can use content for blog writing like Jack said in the beginning which will get traffic to your website but it's also how you get a returning and existing customer keep coming back to your website and also if they've already bought something, create customer retention. For example they buy something from you, hey here are five ways to utilize this product A that you brought, that you may not have known, you know and in even email marketing it helps a lot where content is like the force against like nurturing you're customer giving them discounts in the future. But again with social media it's a good way to kind of use blog writing and stuff, take inserts and that's a whole another podcast as well on social media strategy.

But basically, using your blogs to fuel your social media efforts and also again existing clients, they can see that asking them to follow you of course a lot of people follow brands they like and then just providing content and keeping that customer retention high because you're putting your brand in the forefront of their minds. Again, if they are ready to buy a new product of yours or buy again a different product of yours. You have this relationship with them that you've built and now you're working on that customer retention side of things now to keep them.

Jack:

Yeah absolutely and just to close out, you know going back to how simple just giving a prospective tenant just a free can of soda goes a long way and kind of similarly you know, like when you go to a Mexican restaurant and they-

Chris:

Chips and Salsa!

Jack:

Yeah, they don't give you chips and salsa, they'll be like Oh it's two dollars for chips and salsa and you're like and that kind of like leaves a bad taste in your mouth where it's you know you expect, there's a certain expectation or you know, just give me some chips and salsa but an interesting thing that I learned which kind of reinforces the whole thing with content is a big reason Mexican restaurants give chips and salsa for free is that it makes people more thirsty so that they're more inclined to buy an alcoholic drink. So, by giving a little you know some cheap chips and salsa, you can get them on a twelve dollar margarita or another drink, so it's, you know, it's about giving that value to you got to give a little and you can get a lot back.

Chris:

I'll tell you now Jack and listeners, I was ready to sign a lease because of Doritos and it works.

Jack:

It's crazy

Chris:

It works, it works! Provide content and let's even go a step further and replace content with value in some instances. Provide people value, it will generate traffic to your website and in return increase the traction for your business and provide growth. So, great content, create good content, create valuable content that's good for people and you're assuring to win all across the board in digital marketing.

Jack:

Absolutely.

Chris:

Alright! So that's all we got for today, thank you so much for listening. We hope that we've provided value to you in this podcast.

Alright, until next time, we're out of here.

Jack:

Alright, take care!

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