Ep#38: How to Get Started Blogging for your Business

What is a blog? Why have a business blog? What should you write about? How to form a strategy? Who should write it?

Nicole LeedhamWe’ve talked about blogging a few times on the show before but we haven’t really addressed what it is and how you should do it. In this week’s episode I chat to Nicole Leedham from Black Coffee Communication to answer those questions.

We cover

  • What is a blog?
  • What is a post?
  • We’ve talked about WordPress on the show before, is this the blogging platform you recommend too? Are there any others worth considering?
  • What are some of the benefits of blogging?
  • Why blog rather than just adding more pages to your website?
  • How do you come up with ideas?
  • Writing techniques, how to get into a routine, how to avoid writers block?
  • How to come up with a strategy?
  • Who should do the writing?



[media url=”http://www.youtube.com/watch?v=6VEWpU_EthQ” width=”560″ height=”315″] [spoiler title=”Transcription” open=”0″ style=”1″]

Nick: Good day everyone. Welcome back to Web Marketing Adelaide. I’m your host Nick Morris and today we are talking about blogging. This is a subject that we’ve broached with various shows in Content Marketing, WordPress. We haven’t really got to the nuts and bolts about what blogging is and how to blog and why to blog. So, this week, I’ve invited a guest on, Nicole Leedham from Black Coffee Communications and she’s gonna help us explain and explore this topic. Good day Nicole, welcome to the show.

Nicole : Hi Nick, thanks for having me. It’s great to have a talk with you.

Nick: Before we get started on the questions, how about you tell us a little bit about yourself, about your business?

Nicole: Sure, I am the person behind Black Coffee Communication and really, I guess the best way of explaining it is to say that I’m a writer for hire. So, I do all kinds of different writing, mapping writing, blogging, news letters, annual reports, cover profile you know, everything from the smallest flyer up to the multi-faceted projects. So, as long as I can write, I’m happy. I do a little bit of communication strategy as well but it’s mainly the writing.

Nick: Great, and we’ll start simple with this topic so that we can capture everybody, from the beginners up to the people who have a little bit more experience. So, let’s get started with what is a blog?

Nicole: A blog is a part of your website that isn’t static, I guess is the first thing. I think it is the first thing, that your other pages tends to be static pages whereas your blog it allows you to do new posts in it and it runs a bit like a diary. I mean blog is short for web blog so, it’s a captains log, a ship diary, something that you keep up updating reasonably regularly on a particular subject matter. I guess that’s the easiest way I can put it.

Nick: Great.

Nicole: It doesn’t have to be writing. It can be photos, it can be little things you found on the web. It can be jokes, it can be all sort of things. It’s just updated regularly.

Nick: Yeah and also it can be for business obviously as well.

Nicole: Yeah

Nick: Even the original idea behind it is a diary type thing and could also be for business.

Nicole: I think you know, it’s still a diary even if you use it for a business because you are doing it regularly and you’re putting your personality into it, even if it’s a business, there is the personality behind the business.

Nick: Cool, and what are posts? I mean, you mentioned posts a second there.

Nicole: Well, the blog itself is all of the articles in one thing. The posts are the individual articles, so for example, with my blog I post once a week. Each week there is a new post, which is really a different word for article or entry.

Nick: Great. We’ve talked a little bit on the show about WordPress before and this is my blogging platform of choice and a lot of other people’s. Is this yours as well?

Nicole: Yeah, I use WordPress. My health site the WordPress site with the blogging part of it and most of my clients are also using WordPress. The few of them that use their own CMS and have it, you know, I just use the Word version of it and I upload it and I have also worked with another one called Square Space, which a few people swear by. It’s not quite well known as WordPress but it is quite a nice platform as well and easy. It’s an easy platform, so, I guess that’s the main thing. It doesn’t have quite so much adaptability outside of blogging as WordPress does, so, I like WordPress.

Nick: Yeah, me too. Is Square Space, is that another open source type of platform or is it like a …?

Nicole: Yeah. Now, as far as I know, it’s an open source platform. I know a couple of designers that swear by it and I know a few people that have built their own websites on Square Space. So, if even people that have said to me, oh, WordPress, I could never understand WordPress and I could do Square Space, which to me, is quite interesting because I find WordPress very easy but I guess it depends how different brain works.

Nick: Yeah. What are some of the benefits of doing blogging? Why should people do it or be considering it?

Nicole: To me, the benefits of blogging is two fold. The first one is the Google, so I’ll talk about that one first and the search engine optimization. The way it was described to me, which I thought was a really clever way of describing it, is to think of Google as a huge spider web and it sends out spiders regularly across the internet to check out all the different websites out there. Now, if they don’t have any fresh content, it doesn’t even bother reporting back to Google. So, Google doesn’t even really know it exist. Fresh content makes them run, scurry back to their web and tell Google that there’s this fresh content out there. So, that’s the first way of doing it and it is also a really good way of getting your keyword in regularly without keyword stuffing and without overdoing at it and making your website look good for Google but not so good for humans and I think there’s a balance between that.

The other reason, which is the main reason I blog, is that a lot of small businesses and micro businesses don’t have a huge amount of marketing budget, so what they can do, is set themselves up as, what I call a subject matter expert. So, you blog about what you know about, you blog about your niche. People start seeing you as “Oh, that’s Nick Morris, he knows about SEO’s. I’ll go to him” So, they may not actually need your services now but when they do need your services, you’re a friend of mine because I’ve read your blog and I can see that you know what you’re talking about and I don’t think that necessarily has to just be for service providers like you and I. I think that can also be the hairdressers, you know. You talk about the latest trend or you speak about celebrities hair cuts and things like that. Builders can talk about the projects they’re working on and what they’ve done to make it a little different than the next builders project. So, I don’t think that’s just for the service industry, I think if you run a small business, you’d know your industry. So, make sure your clients know that too or a potential client.

Nick: Yeah, that one is an interesting one. I often wonder about product businesses, I mean, I guess if you have some sort of expertise, you’ve got something you can talk about but does it translate to product based businesses as well?

Nicole: It really depends on the product and it depends on why you are doing the product based business. If you are doing, if you run a product based business because you are passionate about the product, then I think you can definitely blog. If you are running a product based business because you are passionate about retail and it’s a good way to earn a living, maybe it’s a little harder. I mean, for example, you know, I know a couple of people that run online for children’s shops, educational toys and things like that. So, their blog is about not necessarily the toys but parenting as a whole and bringing play into education and how their products can help and without pushing the products constantly but every now and again on their blog.

Once every four or five posts, they might have a little thing that says, we’ve talked in this post about separation, anxiety and this is a really great toy to send your kid off to preschool with because it gives them a bit of an understanding that you are gonna be back and all of that sort of stuff. So, I think you can do it as a product based business. I mean, really, it depends on how passionate you are about your product and what it offers. It goes back to the same thing that any business you talk about the benefits, not the features. So, if you can blog about the benefits of your product or the benefits of your product line as a whole, so you might sell hats, and sunscreen and shade cloth. So, you talk about protection from the sun, rather than just about, I sell this. You don’t want your blog to be a platform to push your product.

Nick: Yeah, that is a good tip there. What are some of the benefits of using a blog for collecting your articles as opposed to just putting up new pages , for instance on your website?

Nicole: For a start, it means people know where to go. They can see that you’ve got blog written on your website, so they know that’s where the most current stuff is. It’s also good for your website architecture, I mean adding extra pages just makes the website incredibly unwieldy, whereas, you can put all the blogs on the one page with the posts. I think it also goes back to that subject matter expert thing. I mean sure, you can do static, parked pages about your product and all of that but it doesn’t bring the personality through like a blog can and these days, I think people like to see the personality behind the business, even a reasonably large business. They like to see the personality behind the face, if it fits with their morals and ethics and all of that sort of thing.

Nick: My next question is about coming up with ideas on stuff to blog about and you did mention in your introduction that you do blogging for other businesses as well as for yourself, so, you obviously have the experience with coming up with ideas for different industries and different types of businesses and things like that. Do you have some tips for how to come up with ideas for what to write about?

Nicole: Like anything else, I think research is a big part of it obviously, a few particular niche, do some Googling, look around the web, see what other people are writing about. It’s a really good idea to have a strategy behind your blogging, so, spend time to sit down and have a look maybe three or six months in advance if you want to blog weekly, how to think about what is coming up in that week. Let’s say, for example you’re a beautician, you know Valentines Day is a certain time every year, so you’re gonna schedule a blog post, something to do with Valentines Day there. In Winter, you might schedule blog post about how to keep your skin from getting dry in Winter, so it’s about having a strategy about knowing who your target audience is, knowing where they get their motivation from and how they might be interested in knowing what keywords they’re using when they are Googling and incorporating notes into your blog. So, for me, when I do it for someone else and I obviously have to get into their head, the strategy is where it’s all at.

I spend the most time with them, having a chat about all of those things and then coming up with a strategic plan and a calendar, which includes things like the keywords we’ll be targeting, the days we’re going post, the seasons or things that are coming up and then once you’ve got that behind you, once you’ve spent the time necessary on that, the extra blogging comes very easily. I mean, obviously, I’m a writer, writing companies will see me. Even if you’re not a writer, I think the blogging itself, will come reasonably easy. You already know what you’re gonna blog about, you already know who you are speaking to, you already know your keyword, so, just start random. Don’t worry about grammar, don’t worry about spelling, don’t worry about anything, just dump it and come back to it and fix that all up any time after.

Nick: Yeah, great tips. On the note of coming up with ideas, so you talk about strategy, is it good to have a content calendar? I mean, you mentioned [Inaudible 00:12:31] on it?

Nicole: I think it is a good idea to have a content calendar. I think you can probably, it needs to be flexible because there are certain things that happen every time of the year. There are times when it’s worth getting into what might be happening in the news and let’s say for example, you install solar panels and there was all those issues a year or so ago with fires in roofs or something with the solar panels. You get on to something new, where you use the keyword something like, safe solar panel installation at a time when people might be looking for safe solar panel installation and that will be your blog. They might read the other things, so for example, I have a little bit of an idea in my mind, what I do on my blog but I leave room and leave flexibility for certain things that happen. The things I can think of recently that PR marketing, Coms kind of related that I’ve blogged about it. I did something on the Spring Valley issue here in the Adelaide and how good their crisis communication was. I did something on the media culpability of that Nurse in England when Kate was in hospital and I did something on, I don’t know whether your viewers would remember back here 6 months ago. They tried to do a big site called click frenzy and the whole website fell down and their process of communication was not good. So, you need to leave room for that sort of thing so, you have an idea of what the generic blogging things are but then you need to leave space for things that are in the news, that people might find by Googling at that time.

Nick: Yep, yep, that makes sense, and also on strategy, do you have tips on how – you mentioned at the beginning one of the reasons for doing blogging is to set yourself up as the next expert of the subject matter but do you recommend that people also be finaling and directing people towards like a contact page or like a buy now page as well, to drive on traffic? And what is the best way to do that?

Nicole: I think you can certainly do that. I don’t recommend doing it in every single blog post because I think that becomes too obvious. I know people that do it and they swear by it at the very least they might get the internal links to Google rather than anyone actually clicking through to the links, so, I guess there’s that side. You get , whenever you have a website you are torn between what’s good for Google and what’s good for humans. So, I think yes, having that is very good for Google, I’m not entirely sure it’s good for humans and I guess it depends on what the purpose of your blog is. If the purpose of your blog at the end of the day, is to make sales, and to drive people to your sales pages, if that’s the way Google sees your sales pages, then that’s great.

If you are setting yourself up more as the subject matter expert, it doesn’t hurt to bring in something at the end that said and you know if you want widgets, you can buy them from us, but I don’t necessarily think it needs to be done every time and you can do it in a reasonably soft way. So, instead of buy, buy, buy, buy, buy, it can be if you want more information about how this widget would help you do this contact us here rather than necessarily buy, buy, buy, it can be, if you want more information about how this sort of widget will help you do this, contact here, rather than necessarily, like I said, buy, buy, buy, sell, sell, sell. I think people are very jaded by that. Google, on the other hand is a different story, having the internal links as you know is great for Google. I tend to internally link to other blog pages or occasionally my package pages rather than having the big sell at the end of it.

Nick: Yep, that make sense and good to point out. I think it actually served the thing of what you’re trying to do with the blog is it the directly generating sales for more of the subject matter expert thing. I guess something else that often people seem to do with the blog is having a mailing list and try to encourage people to join that, as another maybe an in between some selling and just some other stuff. Do you do some of that stuff with your clients as well?

Nicole: I do. I think it’s a good idea to have a mailing list and have a strong mailing list and to drive people on to them. People out there that know a lot more about marketing than I do, talk about it’s all in the list, everything’s in the list, it’s all in the list, driving people to the list. A lot of people rely on say, their Facebook fans or their Twitter followers and think that, that’s all they need but I think even though social media things like blogging which, I guess, is a different form of social media, is to drive people to the list and I know a lot of people, they’ll do a blog and then they’ll do a monthly newsletter, which is a bit of a wrap up of the blog plus maybe a special deal plus maybe a couple of other great articles that they’ve found in their niche around the web.

So, it’s about integrating it all and yes, certainly trying to get people up on the list you know. If you are writing a blog and you’re doing it regularly and you do have a newsletter, then there’s no harm in every now and again in every post, saying, want more of this fantastic content in your inbox? Sign up now, have a bit of an incentive to sign up because everyone wants people signing up and you kind of go from there but your list is people that have actually shown an interest in your product, so you can’t go past that.

Nick: Awesome. Do you have some tips on promotion? Once you’ve already written some posts out there, how do we try and get them out to your audiences?

Nicole: The best way of promotion, apart from through your newsletter, if you are doing it and through the list, is social media, quite obviously. Whenever you do a post, you should certainly post it on your Facebook, send it through your Twitter page, Google Plus, how many just getting around Google Plus but it’s a good platform for that as well and depending on your audience LinkedIn is really good as well. Certainly for me, as a service industry, the target is business. LinkedIn is my best place to put my links in and again it’s not just the who might be driven there from the social media platforms but it’s also Google. Google sees the link, the more valuable links that you’ve had and with Google Plus, that Google is seeing those links, more than seeing other links quite obviously. I think certainly, business to business could use Google Plus quite well. So, that’s I mean that’s the thing.

Nick: Yep, so you’re posting out on your own social profile, do you think people should also be posting it in other social places like Google, not Google, Facebook groups, business groups, their member zone?

Nicole: Yeah, I certainly do that as well. You do it just on your profile but also in the groups, in the communities that you are a member of, the LinkedIn groups, Facebook groups, Google Plus communities. You need to be clever about it because quite often, the same people are in a lot of those different groups, so you don’t want to spam them. Say, for example that you’ve written something about gardening for example. You wouldn’t necessarily put that in a group, just a group of copywriters, which in a couple of LinkedIn groups and also Google Plus groups. I mean you wouldn’t necessarily put that there but you would put it in say a broader, small business group. So I think it’s being clever about where you put it. I know, one of the things that drive me most insane about social media, is the people that just post the same thing everywhere and it starts looking a lot like spam. I think you have to be careful and clever, again I post weekly, I don’t share every single post in every single group because I figure people will get really, really sick of me after a while with that.

Nick: Cool, yeah. So you want to take advantage of these platforms but don’t go too far that it looks like spam because it’s gonna start working against you.

Nicole: That’s right and you know you can re-purpose them as well because there’s a lot of places out there that take guest post as well and quite often, I re-purpose my more popular blog, change them slightly, keep the same but change them slightly for two reasons. One, that people don’t want to read exactly the same thing twice and two, Google doesn’t see exactly the same thing twice but you can re-purpose them and send them off to places that accept guest blogs in your niche and I do a little bit of guest blogging around the place and it’s another good way to drive traffic to your website. In fact, I’ll say it’s like, that if you can’t be bothered doing or you don’t have time or you don’t have the resources or you don’t think you can think of enough topic to do to blog yourself, consider guest blogging in popular blogs elsewhere. I mean don’t just guest blog anywhere but if you’ve got a popular website in your niche that attracts thousands of visitors a day, then try and see if you can guest blog there.

Nick: Great yes. So, that’s basically writing an article for someone else’s blog and then you have a little buy button at the bottom with a link back to your website, so people can go find out more about you. If they find you interesting and obviously got a link there as well for Google as we were talking about before. Let’s just talk a little bit about blogging for yourself as a business owner versus getting someone else like yourself to do the blogging. What are the pro’s and con’s of the two approaches?

Nicole: Well, look obviously the biggest pro of doing it yourself is you know your thing very well and you can probably do quite a good brain dump in there and even if you’re not a writer, you can get enough thoughts together to do something. I guess the con of that is that most business owners don’t have the time to do that and I think that if you’re not a writer or if you’re not, if you don’t love writing, I mean not everyone that loves writing is necessarily a writer but if it doesn’t come easy to you, then you’re gonna spend hours getting blood from a stone, when you could be doing something that’s more profitable that’s actually making money for your business.

One of the cons of hiring someone else is having the faith in them that they will speak for your business and they will do the right thing and say the right thing. You can do it in a couple of ways , you can hire them as a ghost writer I guess, in which case, they are writing and they are being you, in which case you need give a lot of information on your ethics and your personality and they need to get it out of you. They can also write as a guest or write at a more generic pace rather than eye piece. To me, that’s one of the biggest cons but if you do the early bit right, if you brief the writer well and if you’ve got a good strategy behind them, then they should be able to step into your shoes. You know, a good writer should be able to take a brief, understand the client and [Inaudible 00:25:03] and obviously the client gets the final say. I mean, until you get up to a really good relationship – I’ve got a couple of clients where I’ve got a very good relationship and I just post on their behalf without them necessarily clearing it but that is very rare and it’s after a long time of the relationship.

Nick: Great. Yeah. That’s some good tips there. That pretty much brings us towards the end of this interview. Do you have some perhaps if you could bring some of the threads together from the episode and some key takeaways for people, other business owners about blogging?

Nicole: Sure. There’s a few. The first thing that I really want to stress is that strategy. I think if you’re going to commit to weekly or monthly or whatever blog, you will pull your hair out, you suddenly get to, oh my God, it’s the day I meant to blog, I have no idea what I’m gonna do etc. So, I think taking that time like anything in business, spending that time to really plan, works out much better in the long run. The second thing that I want people to take away is don’t panic if you’re not a writer. I don’t think that is a problem. I mean, obviously you want to have it correct and reading well and all that at the end but anyone can do a big brain down, you know your thing. Do a big brain down on something and then go back to it. Don’t panic about not being a writer and really it doesn’t even have to be a lot of writing.

If you are a builder and you are doing a project, take a few photos of the project and just do captions. You don’t even really need to necessarily write reams and reams of copy and I guess, the third takeaway is promotion. There is no point writing if you then don’t follow through with the other things. I think it’s a unique time at the moment with take up of social media and with newsletters and emails and blogging platforms and how easy Word Press is and other CMS’s. Integrating them all has never been easier, so integrating your social media protocols with your newsletter with your blogging it’s the easiest thing in the world and that’s the way to promote and to drive people there.

I mean, if I look at my Google Analytic from my website and hopefully everyone that has a website has a Google Analytics on it and if they don’t, they should. It spikes every Tuesday, which is when I blog. It spikes from fairly nothing up into the hundreds sometimes. So, you can see that it’s worth it and even if all of those people don’t become clients, some of them do, a percentage of them do and Google saves it. So, that again, you’ve got that two things and quite often, when I get a call about a job from a potential client, their opening comment either by phone or email is, I’ve been reading your blog for a while and I’ve been meaning to contact you. You seem like the kind of Writer I want. So, even if it’s not immediate, even if you can’t see the immediate pay, persist.

Nick: Awesome. So, a good success story there to end on. Thanks very much for coming on the show, Nicole. It’s been fantastic having you and having this conversation about blogging. Where can people find out more about you and your business?

Nicole: Well, they can go to my website, which is a really long one but I’ll try. It’s www.blackcoffeecommunications.com.au or they can find me very easily on Facebook and on Google Plus and Twitter and all of that sort of stuff and I’d be happy to have a chat with them.

Nick: Well, I’ll put links to all those in the show on this episode to webmarketingadelaide.com.au and people can go check you out there.

Thanks again for coming to the show and have a good one.

Nicole: No problem. Thanks very much for inviting me Nick.


Ep#29: Using Google+ for Creating Content & Building an Audience

Using Google+ for creating content, building your audience and connecting with people

In this week’s Episode I chat with Frazer Kirkman, a wellbeing coach in Adelaide, about how he has been using Google+ and Hangouts to create content, connect with his audience and build a bigger audience. Of course we had to do the interview itself on a Google+ Hangout and you can watch that below. You can also download or stream the audio only at the bottom of the post.


Links / mentions;

Google Plus Hangouts for Business


[spoiler title=”Click Here for Transcription” open=”0″ style=”1″]

Nick: Looks like we are on! Welcome back to the Web Marketing Adelaide video show. Today, I’m doing a special show, we’re doing a Google Hang Out video interview with Frazer Kirkman about how he’s been using Google Plus Hang Outs in his business. So, it’s kind an appropriate medium for discussing this subject. Good day Frazer, how you doing?

Frazer: Very well. Thanks for having me.

Nick: No probs. So, we haven’t got much of a big plan for this interview which gonna sort of go, you are actually much more familiar with how the technology works than I am, so, before this we had a little bit discussion about how things work and that. So, I’m still learning as well so I’m just gonna ask some questions which might be able to help me but also my listeners and hear a bit about your experiences with the technology and how things are going. Let’s get started with why don’t you just tell us a little bit about yourself, about your business, your projects you are working on at the moment?

Frazer: Great, thanks. So I’m the well being coach. I have a Cognitive Science degree. I’m passionate about the human mind and mental plasticity, so I help people with performance enhancement, mood enhancement. So, helping for many things from sports or business, prowess to communications and relationships to happiness and laughter and tranquility. I really like to feel as if knowing the core of transforming human behavior I can help anyone with anything. I run some different events around Adelaide and we also have a sanctuary in Aiden Hills called Aiden Sanctuary. We have events here and guests here, and I also have a wider network of people from around the world that I’ve done work with, which is why I use Google Plus, so I can do guided mental training sessions with anyone, any time, wherever they are.

Nick: Fantastic! How did you first get on to the Google Plus thing because many people probably haven’t even really heard of Google Plus, so how did you sort of first discover and get onto it?

Frazer: There’s two real motivating forces. One was, I made a lot of videos, I had my camera out, I filmed motivation talks and you know we all have busy lives, put the camera down, on to the next thing. The videos is just seen on my camera to take the time to edit it that it’s you know, it’s just one actual little step which can be something that can get in the way of publishing and producing. I got on Google Plus and I sort of hang outside the option to just like post and all of a sudden, all of the stuff that I have been wanting to do spontaneously, I could just do it, just talk to your friend, record it, publish it and that just covered hindrances out of the way, just lets you be spontaneous and creative cause that was a big motivator for me. Also I was spending a lot of time on a particular social network last year, that while I was connecting in really positive ways and inspiring people in the ways that they were into, just helping where the conversations were going, it wasn’t necessarily me really express myself in the best way.

So, I wanted to find another social network, where it was more focused on success, futurism, human potential and I find a lot of people who migrated over to Google Plus, forward thinkers, leaders, fairly adopters. So, there is an environment of more positivity and more success there, which is what has worked for me and I’ve also seen my own personal habit is that, while I’m using Google Plus, I’m thinking of building goodness, whereas other social networks have been just a social thing for me, which isn’t necessarily bringing out your best side. So, it’s been a fresh start for me to create my own online presence and new, in the way I use it.

Nick: Yeah, that actually sounds really great what you’ve said there. As a Google Plus user, of course I have to agree with you being a Google Plus user is forward thinking and positive in that way, so that’s good to hear. But certainly the stuff you’re saying about breaking down barriers and making it really easy to just put that content out I can totally relate to that and also from my experience with other business owners and clients and stuff, where it’s for things like, for example, like blog posting or something, where it’s sort of a thing where you just have to sit down and you have to think of what to write, you have to write it and dad a dad a da, there are always steps involved and videos as well you know. You have to edit it dad a dad a, but just being able to switch on a camera, get your thoughts out and then it’s there, it’s done. The ease of use, yeah that sounds like a very big positive as you said. Won’t you tell us a little bit about some other ways you’ve been using to Google Plus hangouts? What kind of videos have you been making and how you’d been using them?

Frazer: Mostly, it’s been morning well being sessions. So, people join and I got a relaxation or positive thinking training or some kind of visualization to get people in a good mood or to create a positive habit. That generally being for going about 15 mins to half an hour, still a little dose of positivity to get your day going and also, I designed it so that the positive things you cultivate stay with you. It’s not just a pump up session, it’s an idea of yourself being more pumped up or whatever ways you want to be better. I’ve always said you use that first time interviews, I don’t just use it for streaming you can also just have it as a private conference if you want to just chat with ten people or have a meeting and there’s a whole bunch of little toys on the side. You can put funny glasses on and you can put a little halo on. So, what I’m doing really, are uplifting things, I’ll put that there, makes everyone laugh.

One thing I’ve also found is really good, not only this, go up on your youtube channel straight after, but you can probably see at the top of your screen, it says, how many viewers are watching live? We are actually streaming live, which is a really nice feeling, like people join and it’s good to have them there, but to know there’s other people watching as it happens? Sure I can smile and I’ll know that in the future, people smile but somehow, like sending out something nice and inspiring and knowing that other people are getting it, right about that moment, I don’t know, it can make, this makes me extra feel good.

Nick: No, that’s a really great point actually. I mean cause it turns it’s not just a video, it’s a live event, if you’re getting people involved with you. I’m looking up now, we got zero viewers, which is not particularly surprising.

Frazer: But you didn’t promote the event…

Nick: I didn’t promote the event or anything like that, but you’ve been getting obviously been getting some viewers on your videos. Did you promote it or you just sort of find people?

Frazer: I’ve been doing it regularly, so there’s people who know to tune in each day and the only promotion so far is just been me talking about through Adelaide but as I get more established with the schedule and things I’m going to promote them as well. Another thing, Google Plus isn’t just hang outs, it’s obviously got the whole social networking side as well, so you can create an event that people would book to go to the event, which you can use just to promote your real world business meeting or your real world party but you can also create an event that’s a purely online event.

So, you can promote in events, people be there ready to join the hang out and yeah. So, that’s definitely one thing I’ve been thinking about setting up an online schedule for people to be out at joining events and book the kinds of workshops that they really want to be a part of. So yeah that’s the events up side of Google Plus and there’s also the whole world sharing, tagging and communities side of it that you see on the other social networks. So, you get to find out the communities that have things in common, post up some good videos, start interesting conversations, invite similarly minded people to work together, yeah it’s been really good. And like I’ve seen it’s potential and it’s still a matter of time where I grow and where I take it.

Nick: And this kind of a tool and you can figure out the best part of use it for yourself. Coming from that podcasting side of things and from my broadcast and listening to other people giving advice, seems that the schedule thing and thing regular can really make a difference to people who are tuning in, especially live or the people that are just coming back each week to view the new content. So, I think that’s really gonna be a good K. Have you been fairly regular by the sounds of things but not with the set schedule?

Frazer: Every morning sometimes between 7 and 7:30. At the moment, I have a lot of people here staying at the sanctuary so it’s a matter of coordinating everyone to get in at the right time. So, you’re getting in more defined schedule for the sanctuary so it matches the online events sort, that’s what I’ve been figuring out how to collaborate that with our guests. Every morning, I’ve done a session and so as long as the people watching us are sort of patient, they get something online ready to watch. Yeah, there’s been people there waiting for us, so it’s great!

Nick: Well yeah, that’s great and as I understand it there’s, you mentioned viewers, people just viewing and obviously us doing interview on this case and in your case it’s usually just you, there is also people that can join in and also interact with you? Do you have that as well? Is that right?

Frazer: I think on your youtube channel, you can have typed interactions but I haven’t played with that feature yet. We could have up to 10 people here in this conversation, so that’s the people who have joined in and there’s the viewers. That’s all I’ve been working with now but I have seen on the youtube channel, channel settings, one of the options is to be a blogger, video blogger and their it says there are discussions and interactions. I’m yet to experiment with it.

Nick: Wow yeah, but there’s more out there which is even more exciting and with the people that can come into the conversation, like up to 10 as you said. Do I have to invite them in or can I just join or can you set it to let us join or…?

Frazer: The way Google Plus works is, any time you want to post, you can post it to individuals to circles that you have created, so you might have a circle, Adelaide business colleagues or global business colleagues or relatives, and you can post to anyone of those circles which has whichever people that you’ve chosen. You can also post publicly, so for your world post or for your events or for your hangouts you can always choose who’s invited and then they’ll see their invite and click on yes. If it’s public, then it will come up on the list of public hangouts that they can come in and join.

Nick: Good stuff. Let’s talk a little bit about technology now like the different tools that you need to get started with this. I’ve put myself up on the screen now, people watching the video can see I’ve got a headset on for my sound but with your video you’ve got no headset going on there. How are you doing your sound?

Frazer: It’s just, I’m on my laptop and it’s just the laptop sound and the built in laptop microphone. It’s so easy, I’ve got nothing, it’s the only tool that I use right now.

Nick: Yup, and you mentioned before that you have an external microphone that you…?

Frazer: Yeah, one morning, someone mentioned that they felt like the sound quality wasn’t so good because I have the laptop sitting a few meters away from us. We had about six people here so I put it away to be able to see. The sound was ok but if someone’s trying to meditate to relax it maybe wasn’t as crystal clear. So, I also have a microphone I can use it if I want my computer to be further away. It has a shorter pickup range so it gets my voice a little sharper. It’s not as loud but it gets more distractions but I guess to me, also it’s got a long cord so I could put the computer away to have a wide angle shot and still be able to hear me.

That’s the only thing I found really useful at the moment. Actually, one other thing when I mentioned having lots of people is, there are some people who have been coming to our events who haven’t gotten onto Google Plus, don’t know how to do it or something and they’re in to stay and I haven’t had the time to step through the few clicks that it would take for them. So, they’ve been using other voice things so, other chat programs, so I’ve had them chatting in the background.

They happen to hear us, they can’t see us, unless they look at the youtube live stream, but they’ve been able to discuss with us, listen and be part of it, even though we can’t see them. So, it’s been really good for me, having people here, people on audio and the people in the hangout. I’ve had one or two mornings where there was enough people here at the sanctuary that we couldn’t fit in the screen so they just opened in on the Google Plus and join us from the next room. So, we had multiple inputs from the same event, which was nice because we could zoom in on the different people and instead of having to look next to each other, we could look straight at each other and then afterwards we get to hangout in real world. So, it works kind of this merging between a virtual and the actual, which was good.

Nick: Wow yeah, as you’re talking I can see all these ideas going around in my head about how you could use Google Plus to bring together events. Typical things that people say these days with the internet is that people are getting so individualized and now we’re staying home and it’s no community but something like Google Plus, it’s just you can definitely see how you can connect with it and then how you can drive offline interactions as well and yes, really an interesting medium.

I think going forward, as it gets more popular as perhaps maybe Facebook starts to piss more people off and more people start looking for a different option and you know Google Plus and maybe we might really start to see some other thing, interesting things that are people doing with Google Plus and I’m already saying, certainly with the SEO’s base there’s quite a few people pretty into it, being a Google product. The SEO’s are always getting on top the Google things there?

Frazer: I’m constantly being surprised by the little ways I’ve been seeing them integrate it into their other Google products. My calendar, Google Calendar that I’ve had for years now has embedded the options to add a Google Hangout, to any event. My Google Hangout Google Plus chats are just becoming part of my emails, it’s just totally, seamlessly integrated. It just works so well with anything I want to organize, it’s beautiful.

Nick: Yeah, it’s really interesting. I mean, anyone that go on Gmail find their own Google Plus even if they don’t even know it yet. They could just create an account, if you’ve got Gmail, you probably have a Google account. If you’ve, got a business a Google Plus, Facebook page for your business. They are really pushing it through all the different products, so I think it’s only a matter of time before more people will start using it and start seeing more interesting stuff happen with the videos and the Google Plus Hangouts can be really interesting. That’s pretty much all I have to discuss. Do you have anything you want to add Frazer before we…?

Frazer: I’d love if you could include a link to a youtube channel the, United Visionaries after its merely easy cause it is youtube to just put on a little annotation that says a link to our front page to be able to just click on it here.

Nick: Will do.

Frazer: Yes, it is so easy to do. Yeah, all the other youtube video features are there for editing like you can cut bits off the end, you can put in links and annotations. You can link people to the set 2 minutes into the interview for them to watch just a snippet. It’s just great, yeah so if anyone’s interested in some coaching in Adelaide for some live coaching or live laughter sessions, look me up frazerkirkman or if you’re interested in online sessions or some online private coaching yeah you’ll see the link to our youtube channel and join us through there. Thanks for the interview, it feels very good.

Nick: No, that wasn’t bad. Thanks for coming on, some really it’s great to pick someone’s brain. He’s already using the medium and see what’s working for them and it’s so easy I love the ease of use as you mentioned earlier on in the interview and I’ll be putting all this up as a podcast. I’ll be taking the audio and putting it as a podcast but also the video up and it will go up on our website we’ll have links to your Facebook sort of your Google Plus page and your youtube account there so and your website as well as you like and then people can go find out more about you if they want to get involved and to see what you are doing. So, yeah thanks very much for coming on this interview, it’s been fantastic having you.

Frazer: Thank you very much


Ep#26: How to Start a Podcast for your Business

5 reasons why starting a podcast can help your business and some tips to get started and make it a success

In this week’s episode I talk a bit about why I think businesses should consider podcasting, or just audio/video content, as a marketing channel.

Five reasons to start a podcast;

  1. Makes creating content easier if you’re not very good at writing, because you can just talk
  2. Allows people to consume your content in different ways and is also an opportunity to reach new audiences ie. through iTunes
  3. Interviews are a good way to leverage someone else’s expertise to create content
  4. Good way to network with influencers in your industry or related industries
  5. Good way to pick someone’s brain for half an hour



Have you created any podcasts or videos for your business?


Ep#20: 5 Link Earning Examples you can Learn From

 Fun, interesting, controversial, original, infographicy, newsy content ideas to help earn you links

In this episode I talk to Woj Kwasi from Kwasi Studios for the second time. If you haven’t already, I suggest you check out our first chat in episode 19 where we discussed the basics of link earning before listening to this episode where we go into some examples and case studies of specific types of content that you can learn from and draw ideas for your own content.

Link earning case studies / examples;

  1. Wife Insurance – fun, interesting, controversial idea to promote a life insurance business
  2. CSS styles as pizza toppings – a new idea that Woj hasn’t developed yet but came up with using the “Random Affinities” concept
  3. Tech Acquisition infographic – an infographic showing 6 interesting tech acquisition from 2012 illustrated in a Pacman maze. A creative and visual way of illustrating some interesting information.
  4. How to rank PDF documents – article with original research to produce some unique and useful content
  5. Industry News: How to stop people pinning your content on Pinterest & Google Website Optimiser officially ending – get known as a source of news in your industry and people will keep coming back to you to find out the latest news. If you get on top of a story early, your article may also become a source for other people’s articles which could mean lots of juicy links

Links / mentions;

Wife Insurance Link Earning Example

Screen shot from www.wifeinsurance.com.au


[spoiler title=”Transcription” open=”0″ style=”1″]

Nick: Welcome back to episode 20 of the Web Marketing Adelaide Podcast. I’m your host Nick Morris and this week we are talking again with Woj Kwasi from Kwasi Studios. Now, if you haven’t heard it already, I suggest you go back to last week’s Episode, that’s Episode 19, which is the first episode, where we talked to Woj. The topic is Link Earning, so it’s really in the same vein we’ve been talking about the last few weeks of the show, where we are talking about content marketing and the content marketing strategy and this link earning topic is really about how content marketing relates to SEO specifically and trying to get links, which is an important part of SEO.

So, certainly go check out that, the first part of the interview with Woj, which would give you, sort of a base and then come along to this Episode where we’re talking about specific examples and some case studies of a different types of content that have been able to earn links or types of contents that can earn links to give you some ideas a bit more of a grounding, so you know sort of, what sort of stuff that you could be building yourself to try and get links. Let’s go to that interview now.

Nick: I’m back here talking with Woj Kwasi from Kwasi Studios, about link earning. Welcome back to the show Woj.

Woj Kwasi: Hi Nick, thanks for having me.

Nick: No worries. This Episode, we’re still on the Content Marketing link earning stuff and we’re talking about a few different case studies that Woj is, we’re going to discuss and perhaps give you a better idea of what we’re talking about and what sorts of things that you could be doing within your business to be taking advantage of this link and content marketing and stuff. So, take it away.

Woj Kwasi: Sure. So, the first example I’ve got is quite an interesting one. It’s very, quite creative. It was when I was working at Sydney, it’s probably, one of the last ideas I had for this particular client, so, there are one of the strategies best life insurance brokers and come up with compelling ideas for life insurance is quite a daunting task at best. So, one day, I just have this idea you know life insurance sound like wife insurance you know, hang on a second, it might just work.

The thing is, you really need to sort of have business owners buying and someone on board, so, luckily they’re good clients to work with and they said, yeah, that sounds pretty cool, but I have to pitch the idea, I guess and sort of, commit some of my work and the idea behind it was let’s create a website, called wifeinsurance.com.au, so you can check it out, it’s actually live. I think they are doing a Christmas theme at the moment. So, the premise was make this sort of fictitious site with a whole bunch of policies that pertain to your wife, now at dish washing insurance and all these kind of like play on words. Basically, you go online as a male or maybe even as a female, you fill out this policy, against your, again, that sounds a bit harsh, before your wife, and then it says you submit the form, they send you through a certificate and on the thank you page, it says, something like thanks for your inquiry, this has also been copied and sent to your wife. You may like to consider life insurance.

Nick: Good punch line.

Woj Kwasi: Yeah, but I guess that sort of larger scale example but it is quite successful because it was kind of a controversial idea a little bit sexist. They used 1950’s imagery, so that kind of helped tone down that kind of sexist, you know problem.

Nick: Yeah.

Woj Kwasi: But it was, yeah, it was really interesting, got some coverage in the UK, got some here, still getting links. People are still finding out you know it’s not a direct link to Life Broker, the client Life Broker. It still helps because there is a link on that site to Life Brokers so kind of like a tertiary link.

Nick: Right. I guess it’s really not that difficult to set up once you have the idea. I mean, it’s a fairly simple website and it’s really had that creative idea and that’s sort of an example of something that’s not really directly related, I mean it’s obviously insurance and the words are related but it’s not a real thing, it’s a fun idea and these sorts of ideas can also work for getting that links and also just more promotion and media coverage like you mentioned?

Woj Kwasi: Absolutely. I’ll also like to mention they are doing like a Christmas kind of revamp of it, so, that should be interesting. I’m not sure because I don’t work for the agency producing it but it was like an idea I left behind. It’s really cool to say that I execute. I’ve seen the analytics data and it’s fairly successful just one thing I mentioned there in the first episode, think outside the box and what you may think is maybe a little bit sort of tongue in cheek or might be a bad idea, it might actually work. Don’t sort of rule things out. Yeah.

Nick: Yeah I think I have some tips on this but, I think I was reading something recently about brainstorming and creative stuff. Actually, there’s a really [Inaudible 00:06:27] it’s John Clase giving a talk about creativity. It’s like 40 minutes long. Anything by John Clase is entertaining but it had some great content in there as well and I was also reading something recently about brainstorming. I think the idea of just pulling down like any idea you have on the page and then later coming back and figuring out of what’s good would be a way of avoiding, you know, the thing is, it might not be good, when I actually could have some possibilities for it.

Woj Kwasi: Brainstorming should be an open forum for your mind really, like, every idea is good. You shouldn’t criticize the ideas as they’re dumb, because you might think something is bad but it might generate another idea and another process in your mind that I mean you sort of, join a couple of things together and that makes me think of the second example but before I jump into that. It’s funny that you should mention John Clase because his parents were insurance brokers.

Nick: Really? Wow!

Woj Kwasi: You’ve done your research.

Nick: Definitely, I knew from that example, yeah but before we move on to the second example, there is also on that point you mentioned there just talking about brainstorming. If you are in an office setting and you’re doing it with your team or with your employees another, I think this is from John Clase’s talk I just mentioned, you should never criticize someone else’s ideas because you don’t want to dissuade them from being creative and open about any ideas. You should always been encouraging them.

Woj Kwasi: It blocks their cognitive flow and you know, so just keep a note pad around and just write stuff down as they pop up into your mind. You might be a plumber and you might think of, I don’t know. There’s a new movie coming out called Record Raft, so you might think, oh you know, might make a little mini game on my site and that’s a bit abstract, even that, people do get into the habit of closing their own ideas. I almost did it then, but that might lead into another idea, which would be good.

Nick: Yeah so, could have keep a notepad with you perhaps or you could put it in your iphone or on your phone and write down any ideas that you have and then you’ve got some stuff there that you can work with, you can have your team look over and come up with ideas for content. Alright, let’s move on to the second example.

Woj Kwasi: So, this second example, it’s not like something that we developed but based on, I guess Ann Lorey from Portland has sort of talked about coming up with random affinities, so two things that are completely unrelated to one another in the real world that they share an audience. So, it could be like a particular maker, you know it could be siflus but like a particular tv show, so it will create content that will cater for that similar audience. You might find that you know, people who buy computers like game of thrones, so you might produce some content about computing and game of thrones. They’re fairly related but you can get quite abstract like cyclist like I don’t know, maybe they like Sex In The City or something, pretty bizarre things but you know that maybe some female cyclists that you can…

Nick: What kind of content do you think would work in that?

Woj Kwasi: To point and illustrate a better example, the one that we’re going to produce, so we thought, well, we were talking about pizza and css and what way css cascade in styles and shapes in web development and what, they’re kind of random and these sets work together. So, maybe we’ll produce an article that describes css classes and styles as pizza toppings and pizzas so you know, a class could be a supreme pizza, where as the individual styles could be the actual toppings themselves. So, that’s one example of having these random affinities that could kinda work.

Nick: Yeah, right! So, it kinda sounds like I was like that kind of an article would probably be useful for anyone who’s interested in either topic, perhaps maybe not so much pizza but certainly some of these issues but if you find someone who is interested in both, they’re going to be more likely sort of to get into it and maybe sharing it or linking to it, stuff like that.

Woj Kwasi: Yeah exactly! Yeah so I mean like for a graphic design sites that would be a really good article because you know, most people like pizza right? I think I’ve mentioned it too many times during this interview but it’s sounds good. It must be dinner time. So, the next example is we produced, I did a bit of analysis of some popular tech acquisitions recently and I thought I will, once again it’s kind of similar with random affinities thing, tech acquisitions and I thought with Pac man, used to sort of nom, nom, nom the ghost. So, it’s kinda like a company acquiring another company, so decided to produce like a especially just be a graphic of the Pac man maze which has all these different seralta. I think it was six interesting acquisitions and I had Pacmans On The Maze but if kind of turned into a bit of info graphic and yeah I got some shares and got a lot of links to it.

What’s interesting is, it got a lot of links from Spanish websites which, once I sort of look through various back link profiles, I notice that one Spanish influencer is linked to it and then have it linked to his site. So, basically I got a lot of links from Spanish websites and I investigated it a little bit and I noticed, because we can do like a Google image like reverse search. So, you can basically put in your image and just see where it’s appeared around the net and so I found this info graphic on the Spanish site and I looked up the site and just like 30 tweets and like hey hang on a second. You know, I’m not getting any justice from this, so I said you know can you least put a link on your site? So, you know that’s a good way to do things, so, even if it’s not an info graphic, even having photos on your website or and searching for where they have been added, you can get a link, including the source.

Nick: Right yeah. So, info graphic is typically something, which is information in graphical form and have been really popular the last year or two on the web and oftentimes people will take them and put them on their own site with a link back but obviously in this case you found that it had been taken but not given a link back. So, that’s probably a good reason or a good idea for people to keep on top of it, things like it they have images appropriate images within their content, you can do this Google image search.

Woj Kwasi: Here’ a tip for you, so, if you’ve got images, lots of images on your site or a few, you can search for them find some sites for the nick your image so excuse the time, and yeah basically sort of contact them and say hey you know, this is my image, be nice about it because it is cool like having your content shared around the net regardless but yeah there is no reason why you shouldn’t ask for a link.

Nick: Yeah exactly! The important thing is, don’t ask them to take it down, ask them to just give you a link because it’s gonna be more valuable for you to get that link.

Woj Kwasi: Yeah exactly!

Nick: Than it would be just to have the image, unless it is something really important that perhaps you know, if you’re a photographer and you sell your photography, you might you know, you might not want people taking it but a link’s always gonna be good.

Woj Kwasi: Yep. Another example is, so we did this article about how to rank PDF documents and the reason, I guess for the document was because I want to know how to do it and I did a bit of research and I couldn’t find any decent article about the topic, so I thought, well, I’m just gonna, as I go, I’m gonna make this article.

Nick: So, that’s a good point for people with, have some sort of question within their industry that perhaps they don’t know too much about then, that can be an idea for content.

Woj Kwasi: Exactly. An FAQs, you should make maybe the top 20 questions that you get asked by your clients, maybe a handful of these questions, maybe there’s a question in there that you don’t know exactly what the answer is but as you’re sort of looking it up, you can build back content on your site. So, yes, we sort of ran a couple of interesting experiments on that PDF because I really wanted to see how it would work and it’s changed again since I put up that article.

So, I really need to update it but I grabbed a couple of bank products, closure, statements, various different things and I played around changing the titles and the descriptions in the middle of the PDF document of and I think there is a IKEA kitchen guide and I started to rank for those terms and when I look into the Google web master tools, I’m getting a lot of searches for bank related terms and I get IKEA kitchen planner. So, it’s not really what I was after but it’s just interesting to you know, to run those sorts of experiments.

Nick: Yeah, yeah. So, experiments, tests any kind of original research you can do. That’s obviously not too expensive to do that on a small scale and but it’s you know, unique data you can get, which could be interesting to your audience or other people in your industry, all the contents stuff.

Woj Kwasi: Like accounting for example. If you can put up some tax calculators or basically answer any of the questions people may have about how to, what does this field mean in [Inaudible 00:17:04] I mean, you can do a whole guide, because I don’t if you’ve ever been to the ATI website but it’s not very user friendly. There’s a lot of information and I’m not sure an accountant, it’s kinda hard to absorb.

Nick: I think government website is a general something like that.

Woj Kwasi: And it kind of goes back to that thing you were saying on the first episode where people they tend to just, they look out content as text, just maybe some images. They can actually be quite interactive in the way you do things and you can make things, sort of pop out a bit more and have rollovers to explain things like, there are few different sites out there that do that quite well. If I think of some examples, I’ll send you some links and finally, one more example on our side, that we did.

So, newsworthy stuff, done this a couple of times. Pinterest basically is an image sharing site. We can pin content easier on the internet and they release something where you can stop people from pinning stuff on your website, those little meta-tags and stuff. It’s kind of cool and newsworthy. Not many people were reporting on it and yeah, produce some content around that. I think when Google website optimizer got merchant analytics, I did an article about that because you know industry announcements, there’s heaps.

Nick: Yeah, so they can be a, become known as a service source of news within your industry and that will also bring lots of regular viewers and you can become a, you know, if another news site or another site writes about it, you can become the source, particularly for them, so there can be a link and that can be quite a powerful link for you.

Woj Kwasi: There are different types of content you can create that you should turn your links, finding people in your, even industry peers or interviewing them, other blogs, asking people what content they want, even. You can approach bloggers in your industry and say what content do you want or there something that you would like us to cover? I mean, that’s gold because you’re actually asking them and saying hey, what do you want and it will be like, I want this and when you produce it, they’re like, that is what I wanted, I’m going to come and visit you. I want to tell everyone about it.

Nick: Fantastic! So, research is important, which sort of goes back to our first episode, where we’re talking about audience, finding out what the audience wants.

Woj Kwasi: Yep!

Nick: Great! Well, that’s some fantastic examples there that hopefully will give people a good idea of the kind of things we are talking about. We are talking about content and trying to get links from them and people you could probably look out in their own industry and see what sort of content’s out there, what’s been popular, what’s got lots of tweets and likes and shares and if I have the software I could look up links as well, see how many links I’ve got.

Thanks very much for coming on the show again. It’s been fantastic having you again.

Woj Kwasi: It was always my pleasure. It’s great to go to a giants cave and…

Nick: Yeah, yeah. It was definitely a giant’s cave here in Moralta Falls in the Foot Hills of Adelaide Hills and I think the sun will be setting soon but still a nice view for now.

Woj Kwasi: I think this will be the setting of many an interview.

Nick: Yeah, the acoustics in this cave as you predicted are quite good.

Woj Kwasi: Yep, good times.

Nick: Great! Well if anyone wants to find out more about you, your website’s kwasistudios.com and they can find you on twitter as well? What’s your handle again?

Woj Kwasi: Waj kwasi .

Nick: Great and we will have those links in the show notes for all the various things we’ve talked about during this episode and also last episode so you can come check that out and have to look at some of those articles and examples we’ve been talking about.

Nick: I hope you enjoyed this week’s episode. As I said the end day you can go to our website which is www.webmarketingadelaide.com.au to get links to all the stuff we talked about in this show and of course there’s show notes after all of our shows up there, so you can get links and information for each of our shows and I’ll see you next week in episode 21. 


Ep#19: Introduction to Link Earning and the New SEO

The Death of Link Building and the Rebirth of Link Earning – Rand Fishkin

In this week’s episode we continue along our Content Marketing theme and drill down on the SEO aspect, specifically how the search engine optimisation practice of ‘link building’ is transitioning into ‘link earning. My guest this week is Woj Kwasi from Kwasi Studios. Woj had the great suggestion of getting out of the office and recording this interview out at Morialta Falls in the Giant’s Cave which was a stunning location (see pics below).

Some of the points covered in this episode;

  • How do you know what kind of content people are likely to link to?
  • Once you’ve created a piece of content, how do you actually get the links?
  • What does the future of ‘link building’ and other authority signals look like?
  • What are some steps business owners can take right away to start earning links?

Links / mentions;

Bonus points: Listen out for the following;

  • Kookaburra
  • Koala
  • Hikers

Recording the Web Marketing Adelaide Podcast at Morialta Falls


[spoiler title=”Click Here for Transcription” open=”0″ style=”1″]

Nick: Welcome back to Episode 19 of the Web Marketing Adelaide Podcast. As always you can find out more about all of the shows we have done in the past on our website www.webmarketingadelaide.com.au.

This week’s show is going to be in the same vein as all of our previous episodes. So we were talking about content marketing in the past and this episode also deals with content marketing, but more specifically as it relates to SEO, and the ideas around creating links. Now, if you’ve listened to our previous episodes related to SEO, you’d know that creating links or link building is important, as this is a signal or a key signal that Google uses to actually determine which are the best websites, which are the websites that should rank high in the search engines that look at the number and the quality of incoming links.

This week’s episode was recorded in Morialta Falls, in the Adelaide Foot Hills, in the Giant’s Cave, a suggestion by my guest for the week. I have to say, it certainly beats being in the office or being in a coffee shop. Brilliant view of the valley and a nice sound of wild life in the background, so you can hear those.

My guest this week is Woj Kwasi from Kwasi Studios and as I said, the topic relates around link earning. Now, Rand Fishkin from SEO Moz describes the death of link building and the re-birth of link earning. So, he’s talking about the transition from the old way of doing things. When you think of building links, you think of going out and getting links to the new way of doing things, where you create content that’s good and that earns links on its own. So, the real idea is creating that good content links.

Woj Kwasi, my guest, he’s had over 14 years in the RT industry and after bouncing back and forth between Adelaide and Sydney, decided to launch his business, Kwasi Studios in July 2011. Now, he tells me that the first year was pretty difficult, he was working 12 hour days, 8 days a week, although there was a silver lining because he was working from home and he didn’t have to wear pants but after getting married earlier this year, he set himself the goal of doubling his business over the following 12 months, but ended up doing it in 1 month. He’s since opened an office in Modbury, hired 3 employees dubbed the K-Team and he was featured recently in the advertisers’ business section.

So, before I launch into the interview, I just want to say congratulations to Woj on his recent success with growing his business, getting married and opening his office. So, it’s really good to hear with Adelaide business being successful. We’re going to sort of launch into the interview where Woj is going to be telling us how business owners should know what type of content is going to start earning them links, so how do they get into that. Let’s go to the interview now.

Woj: There’s a number of different ways to sort of ascertain that. You can run some experiments, look at the industry trends. Sometimes you can use your gut, instincts I guess, based on past experiences but I think it really depends on your audience and really depends on what you’re targeting. So, really if the content‘s right, it should sort of earn the links naturally, providing useful resources, just providing sort of, you have to get imaginative with the content as well.

People tend to get stuck in this loop where web pages need to be text and a photo, and maybe a video but you can actually be quite creative these days and provide something quite small, even something that is a process in your own business. You can make that into a tool. It makes your life easier, then why not share that to the rest of the world. They will link to it, they will use it, they’ll be happy for it, they’ll talk to their people about it, and sort of be shared. So, there’s lots of different ways of producing content. I’m pretty sure that’s not what you’re asking.

Nick: No, I was just, how do people sort of know what good content to create? I think you hit a note pretty well, something that business owners often miss out or they don’t really see because they’re so familiar with how their business works. They feel like it’s boring, it’s not particularly interesting, their processes, but they might not realize that from an outside perspective how that particular process for doing something like creating a tool that does something useful or maybe some video or some stuff from within the company that can be interesting content which can be relatively easy to create and also difficult for competitors to copy because it’s sort of your process.

Woj: Exactly and also, don’t talk about yourself, don’t self-promote. If you are going to talk about yourself, do it in a transparent way. Talk about things that are happening in your business rather than, don’t chest beat and I think you get a lot of success out of that.

Nick: So, the focus being providing value as opposed to advertising. really.

Woj: Yeah exactly because people are getting more savvy. People don’t have that custom preference anymore, like they used to. People aren’t loyal to brands. Things get commoditized over time, so it’s really important to stand out and be memorable at that first point of contact. So, I think you can produce stuff from within your company that can sort of reflect that.

Nick: Yep. Absolutely. You mentioned creativity and again, I’ll put some links in the show notes. You’ve got quite a few creative things on your website with your robot-sort-of logo and your characters and stuff you’ve done within your posts.

Woj: We’re trying to practice what we preach. We’re doing things for our clients, but we’re doing things for ourselves as well. We’re being transparent. It’s a little bit strange, but it’s actually quite worthwhile and it’s interesting because I have some clients that are quite dubious about being transparent, because there is a lot of fear about online world. You have some clients are quite paranoid about identity theft and that sort of thing but you don’t have to be transparent in that kind of way, I mean you can be transparent by just taking photos of your backyard pretty much, figuratively speaking.

Nick: Yeah, it’s sort of almost being real, being a person or letting people know that there are people in your business. It’s often talked about as the corporate face or the corporate wall that is sort of faceless company that people can’t really relate to and that is what you don’t want to be. You want to be sort of real and you want to be sort of friendly and being that, having that transparency is a way for people to sort of feel you out and form a relationship with you almost and feel much better and easier about becoming a customer of you.

So, once people sort of have this content idea, they’ve thought about some stuff in their business or they’ve come up with a great article, a great resource or a great tool, they’ve created it, they’ve got it on their website, how do they get it out there? How do they try to get links, how do they get people to see it?

Woj: So, I guess that’s an important part of the content strategy. So, if we talk about content strategy for a bit, it’s important to get that right, because you really need to plan. You can’t sort of expect a bit of content to work well on itself, it’s like firing fireworks, if people’s watching it at the time, then they will see it but if they’re not looking, they’ll miss it. So, it’s like Twitter, I think there’s like an hour gap for a tweet or something like that. I think there was a study or an article on SEO was from Tweet Deck, not Tweet Deck, Follow gram they did something recently.

You don’t really have much of a chance or if you haven’t planned, so there’s a lot of different distribution channels, you know, social media. Newsletters, newsletters are a really good one because they’re quite direct and it’s sent to an already established audience, but I think building an audience is probably the key. So, doing things like guest posting, but not guest posting in a gung-ho kind of way, putting yourself in front of an audience that’s already established.

Nick: So, guest posting, just a little bit of stop there, that’s where you write a blog post on someone else’s blog, and this could be like an industry blog or industry magazine, an online magazine or some of other related industry which we share similar sort of custom.

Woj: Yeah, exactly. It’s a bit hard because there’s not too many really good Australian ones out there or there are but they’re really hard to get onto but if you search hard enough, there’s ways to sort of get in there. You just have to be creative about things and you have to think outside the box. Nothing is easy.

Nick: If it was easy, everyone would be doing it, so…

Woj: Yeah exactly. There’s no kind of, this is how you get people to link to your stuff, because it depends on your audience but if you create that content strategy, plan things and then maybe even target some different personas, work out with frequent, maybe forums, maybe there’s some niche kind of sites, blogs, maybe influences as well. Get involved with some influences, let them do the work for you.

Nick: So, I think what you’re saying here, it seems like you’re saying, as opposed to creating the content and trying to promote it, more focus on building an audience first, maybe figuring out what kind of content they might like, then creating it and then sort of telling them about it.

Woj: Exactly.

Nick: And you mentioned influences there again, which is, sort of people within the market place who have a lot of influence.

Woj: Exactly, people that already have an established audience. If they’ve already got an established audience, then you already have a leverage of them. I think Tom Crutchlow did a talk, his final talk on SCM was sort of talking about that sort of thing. I can’t remember the guy, he mentioned but he used an example of this guy. He had a big audience following of people and they leverage, they got a guest post in front of all these people and it was very targeted and it was quite successful.

Nick: And so, for the average small business owner, should the audience be like local or should they be like friends within Adelaide or can they look wider to Australia, even if they’re sort of …

Woj: I guess it depends on the context of the article, but yeah, they can. It has to be relevant to the audience. If you’re a local pizza shop, you wouldn’t put an article up on menu log or something and target, talk about the best pizza in Bondi or something like that. You would want to make it local.

Nick: Yep, so you want to be targeting the local audience and probably something else to sort of, the thing about it is not necessarily the largeness of your business, the numbers, it’s really more of the quality. So, if you can have a small audience which is highly targeted, then that’s completely going to be better than the large audience that aren’t really sort of your customer.

Woj: So, it’s the whole kind of referral thing. If you’ve got clients, let them be your advocates and let them be your voice, because they’re already engaged so, let them kind of do some of the work for you in a way but it is hard to sort of initially establish that because it involves planning and finding the right kinds of target, but once you get it …

Nick: Alright. We’ve touched on this question a little bit, but it’s basically with the popularity of social media, it seems like people these days, don’t sort of link so much. They’re more tweeting and sharing on Facebook and sharing on Google Plus. Is this a problem for people wanting to build links?

Woj: Nah, it’s great. I think Google uses social metrics as part of the algorithm as well. I mean it’s a good way to, I mean people are a bit up in the air, some people say yes and some people say no, but I mean, it makes sense. If someone tweets something, then Google can crawl that tweet or even using Google Plus. It knows that it’s being shared and the way they’ve set up Google Plus, where everything is verified and, it’s reasonably hard to set up a fake Google Plus profile. So, I don’t think, I think social adds to link building, you should be out of, like once it comes to putting in front of our audience, then you could tweet the link and it could go quite viral but if you put up a guest post on, let’s go back to the pizza shop example, on pizzaloversgreat.com and there’s no one like reading that article, who’s going to tweet it? Who’s going to, and Google will see that signal and go, this isn’t great.

Nick: Exactly. So, really, people should be thinking about social signals certainly on the positive light as well as links.

Woj: They go hand in hand, because both are great deliverers of inbound traffic.

Nick: Absolutely. So, finishing off this episode, lets finish off with, what are some steps that my listeners can take, to sort of start getting into this link earning thing?

Woj: I guess it depends. If they’re business owners, then they need to start thinking about things differently. If you are already engaged in an SEO agency, stop quantifying your monthly spend by the amount of links acquired, start thinking about planning and aligning all your resources, whether it be your internal staff, external agencies or to a content strategy.

Everyone needs to be on the same page, you need to come up with a core idea and then basically work out a little bit of the work flow, who’s in charge, a core strategy statement that will enable people to be on the same page and also, start thinking about not just SEO but other channels, other free channels. We’re working on a guide at the moment called Inbound Marketing Town, which should be a little map. It will have little, we’ll try to explain I guess the different methods of inbound marketing as little town landmarks, so hopefully that should help.

Nick: Great, yeah. When is that expected to come out?

Woj: We’re working on the graphics at the moment, so, hopefully in the next week or so.

Nick: Great, this episode should be out after that, so I’ll try and put a link in the show notes for that and people can go check it out and just to go back summarizing some of the points we mentioned during the interview. So, audience is something that people should really be thinking about and thinking about early. Trying to pull that audience early and so identify some influences within the market place, and from there we flow into a strategy, mentioned strategy several times, so make sure you have a strategy in mind before you sort of go in there and start just creating content willy nilly.

Woj: Exactly and just make great stuff, be imaginative. Try to get creative, and if you can’t get creative, outsource.

Nick: Outsource, to a friend or person.

Woj: Yeah.

Nick: Great. Well I think that brings us to the end of this episode. We’re going to come back with Woj next episode and talk about some specific examples of link earning. So, certainly tune in for that episode to get your head around this topic a little bit further, but thanks very much for joining us this week and if anyone wants to find out more about you, that’s kwasistudios.com. How’s that spelled?

Woj: K w as i studios.com and you can follow me on Twitter at wojkwasi w o j k w a s i.

Nick: Fantastic.

Woj: Thanks Nick.

Nick: I hope you found that interview useful. You can tune in next week for the second part of my interview with Woj. We’re going to be talking a bit about some examples of link earning campaigns, some pieces of content with links to sort of give you a little bit more of an idea of how the system works and sorts of content that can earn links.

As always, if you want to find any more information about this show, get links and any of the stuff we’ve talked about, links to Woj’s website and his details, head to our website, that’s www.webmarketingadelaide.com.au and there’s show notes for each episode. So, you can go to our index on the menu bar on the top, there’s an index link or you can just go back through the episodes one by one. You can actually listen to the episodes right in the webpage there or you can hit the links off to iTunes or to download the Podcast onto your computer and listen to them later.

As I said, tune in next week for next week’s episode and until then , have a good one.


Ep#18: How to Get Started with Content Marketing

How to get started on your content marketing strategy

This week is part 2 of my interview with Steve Davis from Baker Marketing about content marketing for small businesses. In part 1 we had an introductory discussion about content marketing and in this episode we move onto some tips for getting started on your content marketing activities and strategy.

Covered in this episode;

  1. What are some ways to brainstorm and generate some unique content ideas?
  2. How often should we be creating content?
  3. How do we get people to come and consume our content?
  4. Do you recommend any tools or services to help get content out to a wider audience?
  5. How do we encourage our content consumers to become our customers?

Links / mentions;

[spoiler title=”Click Here for Transcription” open=”0″ style=”1″]

Nick: Welcome back to Web Marketing Adelaide Podcast. This week, we’re talking about Content Marketing again. We have Part 2 of my chat with Steve Davis from Baker Marketing. In Part 1, we addressed the Introduction to Content Marketing. In this episode, we’re going to delve into how to get started with your content marketing strategy. Let’s hear the interview now.

I’m back here talking with Steve Davis from Baker Marketing about Content Marketing For Small Businesses. In Part 1, we covered a bit of the Introduction to Content Marketing, what it’s all about, and in Part 2 we’re going to be looking into how to do it and what businesses can sort of start getting into it.

Welcome back to the show Steve.

Steve: Thanks Nick.

Nick: Let’s start off with what are some typical pieces of content or content marketing that many sort of, small business owners might have seen around the place that they may be doing, just to sort of get an idea of what some things are out there.

Steve: Ifyou’ve known me for more than 10 seconds, you would know that I’m going to start with the blog. I believe blog articles, are almost like the DNA. They’re the foundation building blocks for content marketing for just about every business type and the reason being, is this sort of content is very, very versatile. First of all, once we’ve sat down and worked out, as we talked about in Part 1, Thinking Through a Marketing Strategy, what are the challenges faced in the business, how do we try and draw more people into or world, what sort of people are we after.

Once we’ve got that sorted out, then we can start thinking about the questions that are going to be floating around in those people’s minds on their journey towards your product or service and blog articles are a great way to lay the bait out there, if you like, and we’re talking online particularly here, Google, the search engines, seem to have a love affair with blog content. Typically, blog articles are short and to the point and they’re focused on a particular topic and they’re updated regularly, all the things that search engines like.

So when I go looking for something which might be how to choose a good sunscreen for my 4 year old, it’s beholden, I think, on anyone, in the cosmetics game or is making those sort of pharmaceutical products, like the sunscreen for instance, have anticipated some of those questions and has got a blog post with a title as specific as that or close to it, as they’re anticipating all the different questions that Moms and Dads might be plugging in, and indeed Childcare Managers etc. might be plugging in to do a little research before they make decisions on what sunscreen for example that they’re going to be buying. So, blog content is great there. It’s easy to produce once you’ve got some training in just what the basic elements are.

The search engines love it and also I think, that if a schedule is going to be stuck to of producing it regularly, it’s to me, the most potent bit of professional development anyone could ask for because someone in that business or a small team is going to be giving themselves permission, and also exercising discipline to sit down once a week, or once a fortnight, whatever it might be, to write something that actually brings the world of their prospect together to their world, in a way that helps Google, the great matchmaker in the sky, bring them together. I don’t know that you can actually buy that sort of professional development. It almost has to be done in-house, from meditating on the marketing plan and meditating deeply on the ideal person you’re trying to court through your marketing. That was a long answer.

Nick: No that’s good. That’s good stuff. I’m glad to hear that you’re an evangelist for blogs because I’m also in that camp as well. I love the blog medium and the good news for business owners of course is that it’s so easy to get into blogging with systems like WordPress out there which is for free. You probably may need some help to set it up the first time but after that it’s fairly easy, fairly intuitive to get in there and just start using it.

Steve: One other thing on top of that, and yes, my heart just skipped a beat when you mentioned WordPress. I have a strong love affair for that. In fact my default position if anyone is looking to build a website these days is if it’s in WordPress, unless you’ve got a really good reason otherwise, I think she’s seeing some figures of the top million websites on the planet and 68% of them are in WordPress. I would have, that is a staggering figure.

It broadens out to about 1 in 5 when you take the whole internet, but in the top million websites, that is a big chunk. Anyway, I digressed – there was something you mentioned there I was going to react to, about WordPress being, oh yes, the other thing about blog articles in they’re easy to share because most WordPress and other blogging software and content management system software does make it easy, if I like an article, to flick it on to someone I know, through my Facebook friends, through my Twitter friends.

And in fact, I heard an article, sorry I read an article, must be about 3 or 4 weeks ago now, with one of the top marketers with Coca-Cola who was saying that the absolute key to success in marketing online these days is to make everything you do shareable and to me, I read 2 things from that. Shareable is I’ve got to like it. It’s got to be interesting in the first place otherwise, it’s not going to be shareable and secondly in some way, in some sort of format that can be flicked on through my network.

You might recall in our first interview, we talked about advertising versus content marketing. The thing about shareable content, is if I share it, my friends are going to be more open to your piece of content that I’m sharing than if you’re paying money to advertise it at them, because it’s coming through a trusted source to them someone like them, well fairly much like them and so there’s a lot more trust when a friend passes something on than an advertiser because advertisers obviously are going to give you the Walt Disney version of their business, but if I like something, then my personal integrity is on the line with my friends if I bother them in passing it on.

Nick: Definitely, definitely, and just a note on WordPress. We mentioned Word Press a couple of times, and my listeners will remember we had an episode about WordPress a few weeks ago. So, if you want a bit more information about WordPress, you can go and check that out.

Now that sort of people know that blogs are a good place to start, how are, what are the type of ways that the business owners can brainstorm ideas for this content element in writing?

Steve: There are so many different ways to do this. If you’ve got a website that’s been going for a while, one of the most obvious things is to look at your analytics. I imagine Google analytics or whatever and have a look deep into the search terms that brought people to your website because apart from just your business name, which is likely to be there towards the top, you’re going to find questions and phrases people have been typing into and to me, that is the signal that this is the sort of content that people are looking for. So that’s one place to start.

There’s another search engine and I’m hoping the name will come back to me in a moment – even though I work in this field all the time, I’m not a great, I’m not given to all the latest hip names on everything, and they go in one area or the other but I’ll follow up for the show notes. There’s a search engine that allows you to say, throw in some URLs, some web addresses, let’s say 10 or so of your closest competitors, and it actually goes through them one by one and it looks for where and how often each page of piece of content of their website has been shared in social media or social networks. To me, that’s fascinating, because you’re going to get a good sense instantly in your sector of what sort of articles are resonating with people out there. You’ll say, wow this has gone crazy on Twitter or there’s a lot of activity, we can produce something like that. So, that gives you an idea on what the market’s after.

Another thing that I find – are you going to me ask me something there?

Nick: I was just going to say that I’ve heard of that search engine also and we’ll definitely have a link in the show notes once we figure out which one it is.

Steve: It will come to me midway through, another coffee and it will be right.

The other thing that I like using, another Google tool actually is, to sit down with the Google Key Word tool at googlekeywordtool.com and punch in some of the key words related to a business and generate a list of all the related terms that Google think are related to your field because, in there, if you sat down with that, and you went word or phrase by phrase and drafted titles for blog posts for example, using these terms, such as, what could be an example, making coffee. Let’s say the coffee realm, so if I looked in for making coffee, then I’m sure Google will bring up how to make coffee, how to make coffee at home, how to make coffee in the office etc.

To me, this is a great insight because you know there’s traffic related to these terms and you can mold them into your world by turning them into article titles because if we know what sort of things our audience is interested in looking for, what we’re after, are idea starters, to try and get ideas out of our head. And one of the ways is that list of articles, about a hundred or so words that Google will give you. If you sat down – I often do this with clients with a bottle of wine involved, takes about an hour and stop each of those words one by one, does this apply to our business or not? Yes or no. If it does, how can we turn it into a title?

We’d make a big list of potential article titles, with maybe a bullet point underneath of what we’d write about in that article and once we’ve done that brainstorming and we’ve got say 52 article titles on that list, that’s a years’ worth of potential articles waiting to be written. To me, I know this because I’ve seen it happen with the thousands of clients I’ve worked with, it breaks the back of the task, because when it comes to blog day with might be Tuesday or Wednesday or Saturday or whatever, even in the busiest, most stressful week, if you’ve got that starter title, you can still churn something out that’s useful and helpful but in the middle of a stressful week, if I just said, write a blog quick Nick, hurry up, our brains tend to freeze, because they like having their focus. So, there are the starting points of the kernel of content.

Nick: Great points. I’ll just mention a few tips that I’ve heard mentioned in the stuff that I use as well with content generation ideas. One, you mentioned Google analytics ad one tip I’ve heard sort of described is where you look at particularly questions that we’ve sort of talked about a little bit but also other terms where someone’s come to your website but then they’ve left really quickly.

If you look at that and see that this is actually relevant to you, if it’s not relevant then you can sort of ignore it, but if it is relevant, they’ve come in and then they’ve left, you know you’re at least ranking somewhere there, assuming such query but you know they weren’t really satisfied with what you had. So, that’s sort of a good, ID for a piece of content where it might be pretty to rank well and go because you already ranked somewhat well for that term and that may be a place to start when you just don’t know where to start.

And one other was a search engine or a tool called ubersuggest, where it actually takes, taps into Google’s auto suggest feature, so, when you’re in Google, when typing in your query, it often come up with a little drop-down with suggestions of what your query might be. This tool, it would suggest, taps into that and gives you a list of suggestions based on a starting query and I’ll have those links again in the show notes for some extra information.

Now, within there, you said, you mentioned 52 pieces of content and you’d have enough for a year. So does that mean that people should be aiming for like a weekly schedule for putting out content or …

Steve: Look, it’s hard to prescribe generally without sitting down with someone, but I think it’s a good rule of thumb, just the way, from my understanding the way the human brain works. You can get a bit of a habit and a ritual going if you’re sticking to something weekly. It also feeds the search engines nicely, so when those spiders come visiting your website, they see there’s a good regular trickle of new content and also, once week within a nice, an original piece of content, builds up a great library for you before too long that becomes quite handy in a way, I often refer to it as the doctor’s bag.

Because I’ve got little children 4 and 2, and every now and then you’ve got to call the locum at 2 in the morning and what always staggered me is, inside the doctors’ bag, there’s always something that fixes the problem. I don’t know how it works or how they do it, for all I know it’s a placebo, but your blog becomes a doctors bag before too long, and you’re shopping on the weekend or you bump into someone at the café, and they are like, Oh you’re that marketing guy, whatever, you get involved in conversation. Yeah, I’ve been meaning to ask you about XY Zero, you will suggest for example, oh yeah. It’s not conducive to a big conversation, but they’re interested in more.

You say, look, I’ve written an article, I reckon was a few months ago on that, can I send you the link? And at that point they can give you their business card, if they don’t have one, you can jot down their email address, jot down what you’re going to send them, and you’ve got this lovely, warm connection with them that’s just about to happen, where they’ll click the link, read the article and at that point in time, they’re reading that on your website because hopefully, that’s where you’re blogging. If they like what they see there, they know how to contact you. I think it’s a win win and so, I rarely go a week without prescribing from my doctor’s bag at least three times. In fact, it’s never been less than that. It’s amazing, once you’ve got a body of work, how often you’re doling out these prescriptions of things to read.

Nick: Right, so, if you are sort of really enthusiastic and want to get on top of it more than once a week then you think that’s – is there any limit as to how many, I mean obviously, is once a day too much or…?

Steve: You know, I think it’s all going to depend, sector by sector. There are going to be some sectors, particularly those if retailers and fashion or where there’s a lot of fast moving things and trends going on that I know, certain market segments are hungry for lots of content. They don’t want to miss anything and that would be fine, however, there are going to be some, where that would just be overkill.

Mind you, I don’t want to make the mistake that some people make that, Oh I’m going to blog and I’m going to be bamboozling everyone, well not necessarily. People can still choose, and one thing I’m careful to say to people is, you’re not writing a serial novel necessarily that someone’s going to be chiming in for week in week out or day in and day out. Often, each article you write is a discreet piece of content, a distinct piece that’s going to float out there in the big Google sea, to attract a certain user with a certain question. It’s case by case, I think on that front.

If you can do it and sustain it, that’s great generally but because of the small business where people are stretched for time, I think weekly is fine, it’s the right balance for most people and through the week of course, you’ve got less intensive things you can share, such as sharing interesting little photographs or snaps or videos, etc. that you can quickly generate and turn around on your smart phone that feed into your social streams, without the brain drain than perhaps, putting a whole blog piece together demands.

Nick: Great. Well there’s some good tips to start with the content creation side of things. I’d like to delve now into the content marketing, or the marketing side of the content marketing thing. So, how should people go about getting this content out, to their audience or their potential customers?

Steve: Firstly, if you’re using WordPress, WordPress is your platform, you’ve done about 70% of the work. Just the way that Google just tends to love how the architecture of the WordPress site is, they can understand and share things.

However it’s not quite enough for the whole job. I think listening to your market, to determine where they gather, to determine what sort of things they’re searching on, what social networks are attracting more of them, that’s important. The most mandatory thing I think, is sharing your content through a Google Plus page. Primarily because Google has made some public statements, people within Google that they are giving added advantage to content shared through Google Plus. So, I’d be sharing links to my content back through there.

That’s a no-brainer but then, thinking strategically about what might interest people around a Facebook page or group or through a Twitter account with some of the content that you’ve shared. So, it’s one thing to write an article, another thing is to invite the hook in different ways to get it out to people. But at the same time, I think that – by the way, a tool I use for it is Hootsuite, huge fan of Hootsuite, the fact that I can disseminate my content across a number of platforms all at once. It’s hard to talk in general terms but I love using Hootsuite as an eavesdropping tool, for listening in on conversations that are using terms that to me, signal someone who is somewhere along my pathway.

Back on the coffee thing, just briefly, both Patrick, from Patrick Baker and I have a little coffee brand called Baristador which we use as a, we do al lot of experimentation with it and one of its key points, the difference, it’s top level espresso coffee but you choose your caffeine strength. So, it’s a niche health market that is there. So, I’ve got a listening search set up inside Hootsuite for the term decaf and coffee together, listening to key markets around Australia, and it’s amazing, you pick up some people who just say decaf coffee and it’s a whole lot of expletives they hate it.

They’re not my market, but when people are saying, I’m really looking to try good decaf coffee, that is where you’ve got the chance to fling them a piece of content from your doctors bag if you like. You say oh, here’s an article that helps, or is it possible to have more espresso in the day without feeling too horrible and cramped in your stomach. Well I’ve written a blog post on the Baristador site around that topic, so they’ve asked publicly. I said look, here’s an article than may help you with that thing. So you can actually then start using this body of content that answers questions that people are asking in the real world.

Nick: Great, great, great topic. Let’s sort of look at again, past the marketing, into sort of the conversion world. How should we or how should business owners be encouraging these people who are consuming their content to actually become customers?

Steve: I think a lot of that’s going to come down to where that person is along in the purchase decision process. The beauty of content marketing, is, if you’ve considered the typical marketing sales funnel, we put a big wide end and it goes into a narrow end. The narrow end, the point at which the sale actually happens but way out in the broad pit, we don’t know that we need that product or service yet.

A lot of the content you’ll find out there isn’t going to go necessarily go straight to the conversion but what it does do is to bring order out of the chaos for someone. Like for example, I’m dabbling in an android device at the moment. I’ve been an IOS man for a long time and so I’ve been looking at content marketing articles written by people whom I have a sense of trust about to give me some guidance on what are the better ones to choose. So, they’re not necessarily into direct sale just yet, I am narrowing my field.

Now it just so happens, if some of those are vendors, then, they’re on my shortlist so that when I have made my decision, they may not get the sale, but they are on the shortlist and one of the outcomes of most marketing pursuits, is to get you on to the shortlist of a consumer. We all make shortlists, sometimes we’re not aware of it because it’s an inconsequential decision. You’re walking down the street to buy ice cream, or coffee. It’s a short list, there’s 2 cafés, you just make a quick decision and off you go. More elaborate ones like getting another piece of electronic device in my house, past my wife, needs to have a lot more thought that goes into it so I can justify that and so, I am going to rely on that content and I will owe something to the people who have helped bring clarity on the way.

I think that movement towards a conversion can happen without being obnoxious about it. I think gently making reference to your Top 5 picks of android devices for example, which might then go to a different page, where there they all are, not only with your ratings but with the ability to order one now or buy one now. To me, that’s a soft sell, that’s a nice way to graduate the movement.

Another situation might be one where perhaps in the health field, where you can’t really prescribe publicly, but you can say look, these are the things to be concerned about in this field, let’s correct the sunscreen for children that we talked about in podcast 1. For making the final decision, maybe even think about your child’s skin type and allergies, please make an appointment to talk to one of our doctors or nurses who can help you with those final decisions. I think gently letting people know what the next step is, what we call the call to action, is a rightful thing to have in this content, but the way you do it should come after some good content.

It doesn’t hurt though, when they’re reading content to have direct calls to action in the side column where there might be special offers, waiting for people to pursue it because if there’s one thing we know about humans, they hate being sold to, but they love buying. If your content marketing is helping me on this journey, an enjoyable journey of making a choice, no there it is, beckoning for me to make the sale on the corner, then I’m in control and I can click that through and feel like I’ve owned the whole process. I don’t feel like I’ve been hood-winked into it.

Nick: Great, great tips and I suspect that this question will be a fairly varied answer but is there some sort of a guideline you can give us to how long business owners should expect to wait, or how long will it take before they start seeing results from content marketing strategy.

Steve: Your preamble is correct. The answer is it depends. It depends on the size, the expense, the complexity of the purchase decision. How many choices there are on the market? I’ve had situations where it’s turned around very quickly, within weeks people are generating sales, but others where it’s taken a lot longer when they’re talking about people buying a $5,000 or $6,000 charter for example, going back to my fishing company. That may not be the most expensive thing they’re ever going to buy but they’re also going to talk to friends and then get dates organized. So you have to be realistic, about what’s going on in the world of the customer to make that final purchase decision.

So, I wish I could just dole out one, I can’t. It does depend on a case by case basis but also, even within the one enterprise, product by product or service by service. There’s going to be some products or services in your portfolio that are much easier to move towards a transaction and buy. There are going to be others that take longer, so even with the one company, there’s going to be differences across the spectrum.

Nick: Yep, yep. So is there any tips or statistics or ways that you can give for people to sort of know they’re on the right track. If it could take a long time perhaps, start seeing the results of from this content marketing stuff they’re doing. How can they make sure they’re staying on track and that they’re doing the right things?

Steve: So, again, this is an it depends question, because what you’re asking for their benchmarks if you like, or milestones to know that you’re heading towards the right destination, and you’re making progress. Some people just look at sheer numbers of are you maintaining the number of blog posts, are you getting a certain number of likes or a certain degree of traffic, or is your bounce on your website starting to shrink and not be too high? At Baker Marketing, aside from that, we’ve got an age old little formula we use, that whenever someone’s – apart from finding some benchmarks that works on a case by case basis, at the back of our minds and at the back of our talk, it is always just one thing.

If someone is saying, we just don’t think what we’re doing is working, the formula is frequency x reach x quality. So, often, people say it’s not working, and you look back through let’s say the blog articles or the videos they’ve been making, and they bore you to death. They are irrelevant, or they’re stodgy or they’re hard sell and they just not, people are not going to rate them, so quality would die there. There may be a writing great quality, but what’s the reach? How many of your target market are actually getting to see them?

It may be well to have it there in your website, but where have you drip feathered into a forum or shared it to an answer, a question someone’s asking in LinkedIn answers or on Twitter etc. That’s one thing and frequency, how often have you been producing and or sharing this content? What we have found, in the 12, 14 years we’ve been practicing, is that 1 of those factors or 2 is often the smoking gun if you’re not generating sales at the other end, which is what that formula leads to and that’s a handy little rule of thumb to bear in mind. That will determine where there needs more effort to be placed.

Nick: Absolutely, that makes sense. I think we’ll wrap it up there. Thanks very much Steve for all your insights on content marketing. It’s been a really great chat on this episode, on the last episode as well. If business owners want to get the ball rolling on content marketing, what would be sort of your one tip for how they should get started?

Steve: Well, if they happen to be anywhere around South Australia, I would get them to take advantage of our little chat with Patrick himself. He makes himself available for an hour chat free of charge. That is not a sales spiel, it’s actually a solid little chat out of which often comes a good sense of strategic direction, even within that first hour, and to me, everything I talk about has to, needs to, must come from that setting of the compass, which is the marketing strategy, the base of any of the operations. If they do that, to me, that’s making most sense of it. If they’re not going to do that, then taking stock themselves of what are the big challenges faced in the company? Where do they, what have they set themselves to go and what sort of content is going to be most helpful for the type of market they’ve identified.

So, I wish there was something to say, just go ahead and start writing a blog, but if we don’t know which direction we’re heading, we’re going to have a lovely journey, and we’ll look at some scenery, but we may never get to the stage we actually care about.

Nick: And before I let you go, I just wanted to touch on some of the workshops and things. I know I’ve just been seeing the name, Baker Marketing, popping up everywhere. If someone’s ever going to get this same interview with you because you taught different occasions where you go and do workshops everywhere. Can you tell us a little bit about these events and how business owners can sort of get involved?

Steve: First thing, get involved. I would just give out office a call or have a look on our website, but nothing quite beats just making direct contact, bakermarketingservices.com because the people in the office there have the big master plan of wherever we’re heading and where I’m going. Strangely enough, I’m often the last person to ask. I just look at my calendar and off we go.

The sort of things we’re doing, we’ve been lucky enough to win a number of the attenders for the National Broad Band Network, to roll out some marketing for small business and small organization programs in South Australia and Northern Territory and so, they take people through the basics of thinking through IT requirements, Marketing requirements etc., Business systems in the oncoming culture of having access to the NBM to get them right. So, that’s one form of workshop.

Other are business enterprise centers and other organizations get us in, what have I done recently? Strategic blogging, I’ve done particular workshops for that also, executive board strategy presentations, just for board members to get ahead around the concepts. We do practical ones on using some of the social media tools. One of the most popular ones that comes up all the time as we shoot out into the regions, is starting with the basis on blogging and then moving through how to get that information now.

As a matter of fact, at the time that we’re recording this, I’m heading off to the Coonawarra, for women in business regional development running to intensive days of a social media master class, doing the keynote talk in the evening, having some one on one meetings with people. So, we basically run a lot of workshops on all the aspects of marketing and we just get approached non-stop to do that and that means I am on the road a lot of the time doing it.

What I love about it, is you get that instant feedback form people, you can see arms crossed when they’re defensive, when they first hear that I’m going to be challenging some of their thoughts and making them do a bit more extra work, to go a bit harder for their business and that’s the battle, to help them relax, help them see they’ve got no choice, but there are some smart ways to manage their time to make it sustainable.

I don’t know how well that answered your question but, many ways, shapes and forms, these workshops take and turning up so many, you no doubt at some point, there’s programs running through the hills between Onkapringa region and through Darwin at the moment along with one offs here and there.

Nick: Great, great and I’ll put some links in the show notes as well to where you can find out some more information about that.

Thanks very much Steve, for coming on the program. It’s been really fantastic having you. Where can people find out more about Baker Marketing, at the website? Is it the best place?

Steve: I think it’s the place. I’ll give you 2 things, 1 is the website which is bakermarketingservices.com and I encourage you to pop on there but also on Twitter, it is probably as good as anywhere, baker_marketing is our Twitter handle.

One thing I forgot to mention is the first Sunday of every month, in the evening, I’m on 5AA with a regular radio program talking about things happening on the web and also profiling websites that I find interesting around South Australia and beyond. So, I encourage people to listen out for that and I’m happy to connect on Twitter, at stevedavis, all one word.

Nick: Great, fantastic. Well thanks again for coming on the show and enjoy the rest of your trip up to Coonawarra.

Steve: Pleasure Nick. I’ll have a drink for you.

Nick: Cheers!

I hope you enjoyed that second episode with Steve Davis. If you didn’t hear the first episode, then you should go back to episode number 17 and check that out as well. If you want any more information about any of the stuff we discussed in this episode, head to the show notes on the website, that’s www.webmarketingadelaide.com.au. It’s got links to Steve’s website, Baker Marketing website, the social profiles that we discussed, various links to different tools and things we learned during the episode. So go there, check out those links. If you’ve got any feedback or if you’ve got any ideas for future shows, hit the feedback link in the menu at the top and send your feedback through. I’ll see you next week. Bye.


Ep#17: Content Marketing for Small Business, an Introduction

What is ‘content marketing’ and why is it something that small businesses should be interested in…

This week I chat to Steve Davis from Baker Marketing about Content Marketing for small businesses. My interview with Steve will span two episodes, with part 2 coming out next week. In part 1 we cover an introduction to content marketing and some of the basics, including;

  1. What is content marketing?
  2. Why is this something that small businesses should be looking into?
  3. How does ‘content marketing’ fit into a broader marketing strategy?
  4. Is it primarily for online marketing or does it have a place in the offline world too?
  5. Who should write/create the content?

Links & Mentions;

Tune in (download) next week for part 2 of ‘Content Marketing for Small Businesses’ where will discuss the steps for getting your content marketing strategy started.

Nick Morris interviewing Steve Davis about Content Marketing

Steve Davis (right) and I, Nick Morris (left) at Tranquilo in Stirling in the Adelaide Hills

[spoiler title=”Click Here for Transcription” open=”0″ style=”1″]

Nick: Welcome back to Episode 17 of the Web Marketing Adelaide Podcast. Over the next 2 weeks, we’re going to be talking about Content Marketing for Small Businesses. Content Marketing is a great marketing strategy that pulls together many of the things we’ve been talking about throughout the first episodes of this podcast. So, that’s Social media Marketing, Search Engine Optimization. It all comes together and fits in together under Content Marketing.

So let’s go to Part 1 now.

My guest this week is Steve Davis from Baker Marketing and our topic is Content Marketing for Small Businesses. We’re here recording from the Tranquility Café in Stirling in Adelaide Hills. You might hear a bit of ambience in the background.

Hi Steve, welcome to the program.

Steve: Nick, thank you.

Nick: Before we get started on the topic, why don’t you tell us a little bit about yourself and about Baker Marketing?

Steve: Okay. We’re a team of about 14 people, seem to change every now and then, but just around about 14 on average marketers based in Adelaide. We position ourselves as the Outsourced Marketing Department because since we began in 1998, our sole focus has been small to medium business and small organizations.

Typically, that can’t afford to have their own marketing staff in-house so they like to have expertise they can call on in little pin chips if you like. So, get someone to help with a particular project or use us as a trusted advisor to get a, bounce some ideas off right to doing full blown marketing plans, websites etc. We’re there to help them as much or as little as they need and every day is different and I’ve been with the team since 1999, so out on parole team.

Nick: Good one. Let’s get into the topic of content marketing. Now, before I ask you to define content marketing, let’s first define content. What do we mean by content in this context?

Steve: I think content can be as narrow or as broadly defined as you like. I think of it being in parallel with the messaging that you think is really important to get across to your target market. Messaging can take all sorts of form, but when I use the term message from a marketing perspective, it’s because it is linking back to the goals of the organization, the marketing goals you want to achieve, so we can’t just communicate with people telepathically, so those messages, that content has to take form in some way or shape and so when I think content, I’m thinking of ideally at it’s foundation, the core sense of what a message might be but then it might be, manifest in many different ways. It could turn into a brochure, it could be photography, it could be spiel that sales people learn to talk with people on the shop floor. It is many varied things.

Nick: Great. So, what then, is Content Marketing?

Steve: The thing is, we just talked content, then people can hear that Instagram is really popular at the Olympics and Mc Donald’s did a whole lot of really good stuff with it. It’s like, “Okay everyone, we’re just going ahead and take photographs.” That’s content on its own but Content Marketing is two fold. It’s thinking strategically about what content is going to actually have a strong what’s in it for me factor for your target market.

It’s going to answer some questions as they move along the sales funnel from not even knowing that they need your product or service to hunting around to choose a vendor to provide that product or service. So, first of all, it’s actually relevant in that part and secondly, it is laid down on their pathway somewhere strategically, so it intersects with them. So, it could be coming up through Google search, it could be appearing in forms where people are, it could be emailed out to them, shared through social networking etc.

Nick: Great, great and why is this content marketing, why is this a strategy that small businesses should be particularly thinking about?

Steve: I think small businesses benefit if they’re in that phase where they are already starting up and everything is just running at full passion, or they’ve been going for a long time, worked out that things have hit the doldrums and people have been avid to re-tap into their passion again as to why on earth we’re doing this enterprise and so, to me, the common thing is passion.

If there is a strong passion and commitment to whatever product or service is being crafted and provided, we’ve got normally an overflow of great insights, of experience, of understandings that help make sense of the world through the focus of their product or service and that information there is just gold. It’s absolute gold for prospective customers who are still on their pathway to choosing a product or service. They don’t know what to ask for yet, so in doing their research, they might come across a handy guide to buying widgets that answers a few of their questions, narrows the field for them and that actually makes them a better customer to deal with because it’ll ask smarter customers and they’re not going to get, they’ll be less likely to be swept up by buying something on a whim, and actually buy something that is useful to them, which is a better outcome for all of us.

Nick: Great, great. It seems like probably smaller businesses are more likely to have that passion that you mentioned than say, a bigger business where they have many different working parts and like the Marketing Manager may not necessarily be as invested in the business as say, the owner the business would be in a small business case.

Steve: I think you’re right. I heard an interview recently with one of the head guys at Twitter and another gentleman, whose name escapes me now, talking about strategy and the different types of CEO strategy there are. There’s peace time and war time strategies, and peace time is when we’re in this corporate land where things have settled, the companies are established and I find sometimes, this might just be my quirk, but I find that sometimes inside the halls of a bureaucratic corporation, there are people who are marking time.

There are people who are doing things because they can, not because they should. Someone who sells, let’s say Bass Advertising takes a sales person out for a, wine and dine them, and so they end up getting some business that way, whether or not it’s actually the right thing for that client, that company to do. There’s a lot of that, that goes on. That’s not always and I don’t want to be hunted down in the dark alleys of corporate land for having said that, but I think there can be a distance from the mission on the road that actually made people seek out that product or service in the first place.

Compared to small business, where often, the founder is still there, there’s fire in the belly, there are people gathered around trying to build something and they’re tracked in light by the people. Now, on the gold, rosy-colored glasses there because I’ve also, in the decade plus that I’ve been doing consulting with Baker Marketing, I have met people who seem burnt out, who seemed to have built themselves a job rather than still tap into that passion that’s trying to make a difference in a sector they care about.

So long answer, but to me, when you’ve got the ability to turn the boat around quickly, re-sharpen things quickly, that is a gift for small business.

Nick: Great, great and how would you say that content marketing fits into a wider marketing strategy?

Steve: To me it’s, where the rubber hits the road in many ways. I do probably take more of a holistic view of content marketing than some people, because I believe once you have sat down and done your marketing plan, you’ve worked out who the target markets are that are important to you. You understand how you need to be perceived in the market place by those segments and you can work towards that, you’ve got a vision for the company of where you’re heading. The thing that connects that esoteric collection of insight to sales ringing over in the cash register is helping people join the dots out there and understand that you are a service provider worth connecting to, that your product is one to seek out.

So, content marketing really is when you sit down and you put the, you look into the future over the next say 12 months and you work out your marketing schedule. A lot of what’s going to be down there, will be content, content creation and content dissemination in all sorts of ways and shapes, as I mentioned earlier.

Nick: So, the way that I’ve been getting into content marketing recently is really in the online world, doing internet marketing, but does content marketing work in the offline world too?

Steve: Absolutely. I’d say content marketing is quite agnostic if you’d like, when it comes to the channels through which you’re going to be pushing it, promoting it, creating it because content can be in the form of brochures, it can be loyalty cards, it can be material that people take away and read. It can be training sales people in all sorts of chunks of content writing there, people doing key-note speeches, travelling around, running workshops.

To me, they’re all part of the school of content marketing but to be fair, I think it’s the online genre where it’s most accessible to small business, because although there is a commitment, a serious commitment needed in head space and some time to pull content together that makes sense and to plan what you can realistically achieve with your resources. The overhead’s beyond that, negligible, so it makes it much more sustainable.

Plus, also, sorry, one other thing is, the reach, the potential reach of online is global. So, although, if you’re going to be manifesting a book or brochures, that’s going to be tied to a very, very small market unless you’ve got huge deep pockets for big budget, whereas, you craft content that might be for example, some video, and that video is available worldwide. Now, you may not have distribution worldwide, so that might be irrelevant, but you can at least expand to as far as your target market is.

Nick: One thing that I always was sort of wondering at the beginning when I first came to content marketing is something that, business owners might be thinking as they listen to this is, why would you create the content yourself as opposed to say, buying advertising in the newspaper or industry publication where they sort of have professional writers who have a built in audience and they already know about the content they’re creating?

Steve: I think, that’s a good question. I think it’s both end. In fact I know it’s both end. There is a time and a place for advertising, and I should probably point out, when I’m thinking content marketing, I’m not including advertising in that. I’m focusing solely on information that A, is meeting the needs of the business, the business goals but is actually helpful, interesting or entertaining for the audience, for the recipient. So, it is a joy to consumer, it’s something we want to consume because it meets a need.

Not everybody but hopefully people that you’ve identified in your target market will find it that way. So, it’s different from advertising, advertising is something that is forced upon us, against our will, its quid pro quo for watching a TV show for free otherwise, and so you’ve got to do your best to skip it and fast forward as much as you can or turn the newspaper page over, so, I think of them in different terms. Now, with that clarification out of the way, I have missed the point of your question, haven’t I? What was the question again?

Nick: You’ve mostly hit it. Why should people do content marketing in sales as in creating the content themselves as opposed to advertising in a number?

Steve: There are 2 parts to that. So, advertising versus content marketing, I think I’ve covered that one, but outsourcing the production of content.

Only recently have I softened my stance on this. I have for a long time believed, that content marketing or the content that a business creates should only be created in-house. I think that the authenticity that comes from having someone who is an expert in their field break things down and make understanding easier for us trying to decide what we need or how much we need of it or how we should apply something for example. That’s the call, that’s the call phase. There are people I trust, they understand it. To be fair though, there are new skills that are needed to do that in a way that actually makes it readable. Just because someone has domain expertise, doesn’t mean that they know how to communicate with to those of us who don’t have that same level of understanding.

One of the things I often open up within my workshops, is often the greatest obstacle we face in business is we know too much, when it comes to our online marketing or any marketing. We know what people should be searching for, what questions they should be asking and often they don’t and so our job is to be, I guess keyed in to where people are at and what sort of questions you’re likely and most attractive type of customer is looking for and there’s a great discipline there.

That’s the marketing discipline, really. I suppose it’s been tattooed on me for many years at Baker Marketing that we’ve been marketing as the guardian of the customer. So, every single operation within a business should be consumer centric, should be focused on how is this helping the consumer, the person you’re trying to court and the same goes with the marketing creation. I think, we’re at a point in business now, we all wear two hats, whether we like it or not. The hat of our expertise, what we do, and the other hat of learning these skills bit by bit to write a blog, to take photographs that are helpful, to share video etc, tools in making it easier and easier. If you are coming from a point where what you’re crafting is aligned with what your business needs and what influences your target market, its full ticks all the way, it’s magnificent.

If you’re struggling, then yes, get in some expertise to help you perhaps create some framework in how to craft this content would be my first option, because my dilemma in outsourcing all your content creation, is it’ll be schmick, it’ll be beautiful we hope, but it will probably lack some of that authentic connection to the enterprise itself and can often be credit for its own sake. Using the certain flows and patterns of that particular content creator always uses and that might not be the same rhythm of talking the same interest and passions of the target market, which we hope the small business is more keyed into because that’s their bread and butter.

Nick: Definitely, definitely. I agree with that. I have something I also want to say on that point is that one of the disadvantages or one of the problems with outsourcing all your content is that your competitor can easily do that as well and then you don’t really have some sort of advantage over them but doing it sort of yourself or at least part by yourself gave that sort of authenticity you talked about. You can sort of make it your own and make it harder for your competitors to copy.

Steve: That is such a good point and if you’re just going to go to the market for the same old, same old, then it will be the same old, same old. Often there’s a quirk, there’s something unique that you or someone in your team can create. They’ve got a different way of viewing them, part of that is access. I’m working with a fishing charter company up in Darwin and they just had some of their clients come on and they all had go-pro cameras on their hands etc.

They took some amazing footage, which they’ve bundled together and is now out there helping promote their business in a way that would have been too expensive for them to hire in a film crew to come and shoot that but here’s just the natural cup and thrust of life, some clients they’re going to roll with. I mean these operators could have done this themselves because they’re out there all the time and that’s the sort of access. That’s what I mean when I tell people in business, “You are sitting on a gold mine of content. There are so many interesting things that you take for granted.”

In this fishing case, how you got your fish when you come back to shore, what preparation you put on to the clothes you choose, the insect repellant you choose, all that stuff is the sort of content that me, as a potential customer, I can’t get enough of, as I’m making my decision. Either I’ve bought and I’m preparing to come and do my trip, so I want to soak up as much as I can to enjoy the most or in choosing operators, “Oh I get a chance to taste and try before I buy”, that’s going to lean me towards this company over another one that’s just got the standard list on their website or worse deal, the boring copy you see where it says, “We’ve been running fishing charters since 1973” and you’re half asleep before you finish that sentence.

Nick: Great. Well, that’s been a fantastic introduction to content marketing. We’re going to stop this episode now and we’ll continue with more of the how to do it in Part 2 of the content marketing topic.

Thanks Steve for joining me.

Steve: Thanks Nick, time for coffee.

Nick: I hope you found that introduction to content marketing useful. Remember to tune in next week for part 2 of the content marketing discussion.

Until then, have a good week!