Episode #243: Content Marketing Secrets
TAYLOR BRADFORD: You are listening to episode number 243 of the Boss Girl Creative podcast. Today I’m talking about Content Marketing Secrets. Onto the episode.
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Hey, welcome to this episode of the Boss Girl Creative podcast. I’m your host, Taylor Bradford. I’m excited that you are here. This is the first episode of February 2020. And I’m not really sure where January went, but that’s okay. Today we’re going to be talking about Content Marketing Secrets. And it actually stems from an Instagram post that was on the Boss Girl Creative’s Instagram last week, and a really thoughtful comment from Sarah McCarty and I wanted to create a podcast episode that actually kind of dives into this. So let me go back to that Instagram post so we can get some framework for where this actual podcast episode is coming from.
But before I do that, let’s jump into this week’s community member spotlight, which is Roseanne McBrayer, and she is the author of The Creative Gratitude Journal, which you can find on Amazon. And The Creative Gratitude Journal is a place to record and reflect on the moments that bring you joy every day. Each weekly spread has room for seven small drawings and will encourage your creative spirit as you incorporate your daily gratitude list into these drawings. There are 52 weekly guided drawing prompts, and you start each day by writing down three to five things that you are grateful for and add a sketch or a doodle or a drawing that lets you express that in a creative way. It’s great for visual learners, artists creatives, and it’s fun to do with friends and family. You’ll have a keepsake of the year’s blessings in your own creative style once you get through a full year. Again, you can find it over on Amazon, and it’s called The Creative Gratitude Journal. I hope that you will go say hello to Rosanne. She’s on Instagram @Rosanne.McBrayer, and it’s spelled R-O-S-A-N-N-E .M-C-B-R-A-Y-E-R. Rosanne, thank you so much for being a Community Member of Boss Girl Creative. I so appreciate you and your support, and I think this creative gratitude journal is genius. And I hope you guys will go grab one over on Amazon. I will link to it in the show notes. Again, Rosanne, thank you. If you would like to be featured in an upcoming episode of the Boss Girl Creative podcast, it is super simple to do. Pop over to bossgirlcreative.com/feature, fill out the quick questions, and it will put you in the queue for a future feature in an episode of the Boss Girl Creative podcast and also a newsletter mention and an Instagram post shout out. Thank you again, Rosanne.
And then one last thing you guys. If you’re not in the Inner Circle, what are you waiting on? What are you waiting for? Oh my gosh, things are getting good and y’all, for as little as $10 a month you can get access into the Inner Circle. And that’s what you should be doing, right? So let me just tell you what is going on in the Inner Circle. So $10 a month gets you in, and that gives you access to a private group, gives you access to a monthly live Q&A through my zoom channel. So you can send me questions ahead of time. And I will answer them in the monthly live Q&A. And if you’re unable to make it, no worries, because I record the audio in those sessions and then give you access to that afterwards. So it’s not something you have to be a part of each month. But obviously, I’m going to encourage that because hello, that’s building community and I so love getting to know you guys. So that is that, and then you also get access to a growing resource library, and I’m putting some good stuff in there. Level Two unlocks a lot more bonus things. I’m telling you, I’m making it even better almost every single week. So Level Two unlocks you into a monthly to our co-working session. So we get into my zoom channel with the other Level Two members, and we just work on our to-do list together. So that’s that you get everything that’s in Level One by the way. And then, you also get access to my template library, which I am actively growing. And soon to come, masterclasses will start rolling into Level Two. And I just added another bonus feature to Level Two. I am going to be doing monthly office hours for Level Two and Three and through the Voxer walkie talkie app. And it will be once a month, and you have access to me from 10 am to 8 pm Central Standard Time through the Voxer app, which means you can Vox me basically send me an audio message with your question with whatever you are wanting help with. And I will get back to you, probably same-day kind of depends on what’s going on in the day, but within 24 hours, and you can Vox me as many times as you want in open office hours, and I will respond back to you. It’s kind of like coaching. It’s not live, but it’s pretty close to being live. And it’s just you and me. There’s nobody else involved. And so you’re able to communicate with me and ask me questions, and I will strategize with you and help you get unstuck or un-whatever. And yeah, I just added that. And you also get a Boss Girl Creative mug and a handwritten thank you note for supporting Boss Girl Creative. I’m telling you, this is the level you want. I mean, I got Level Three, and I’m working on making some changes to level three. I’m not ready to announce what those changes are going to be, but I am completely overhauling Level Three. Level Two is where you want to be. It’s $25 a month. Yes, you want in the Inner Circle, so snap to it. Go to bossgirlcreative.com/innercircle to join. What are you waiting for?
Okay, so let’s jump in. It’s time. Let’s talk about this content stuff, shall we? So this is what prompted it, and it is a really great thing to think about. I’m going to give you some tools and resources and tips, and this is a nitty-gritty episode, so you’re going to want to have a notebook handy. You’re going to want to take notes because this is one of those things. And yeah, so last week, I talked about content. Content is key. Content is king. It’s key. It’s king. Quality is important. This is what it is what I wrote, “We all hear that content is king, but how do we know if our content is quality? The value of your content is going to be subjective to each reader and viewer, but you will know that it is valuable by how much it is visited, revisited, downloaded, and shared. Search engines also value quality content. If your blog post or video is ranking in search, that’s a good indication that it is high-quality and helpful. So be sure to produce well-written posts or well-filmed videos and then optimize them for search engines. This will not only bring in the readers/viewers but hopefully the leads and sales, too” And then I posed the question: “What is the hardest part of creating blog posts or filming videos for you? And do you feel like your content is where you want it to be?” And I absolutely love the honesty behind Sarah’s response. This is what she says, “I feel like my content is fantastic quality, but my problem is that producing super high-quality work means that I definitely don’t put out content as much as I feel like I might need to. Writing super detailed posts with gorgeous images takes a lot of time and editing. It probably takes away time that I should be using on other things, but it’s hard for me to produce lesser-quality content. It’s really hard spending so much time on each post and all the details and feeling like it’s not getting nearly enough of the attention, as it should.” And then I proposed back to Sarah, “How much time in there do you research the keywords that people are using? What about the keywords people are using to find you? And then also how much time you spend marketing your existing content? And how much time do you spend updating your archives?”
So this had me thinking, Oh my gosh, this is going to create great podcast content. We’re going to dive into this. We’re going to help you all become rockstars at your content. But I do want to pose this first. Content is key. Content is king. Quality content, yes, but also what are you doing with all the content that is sitting in your archives? Are you paying attention to it as well? And then also, how much time are you really spending on marketing your content because there is kind of a rule of thumb. You’re supposed to be spending 80% of your time marketing your content and 20% of your time creating it. But you also need to kind of put in a process that helps you figure out what is doing well, and how do you replicate that, or how do I replicate that?
So we’re going to talk about kind of some steps that you can implement that are important and first to those is kind of optimizing your website, your blog, and figuring out like kind of doing an audit on your site. And of course, I’m going to tell you all about Neil Patel. He’s got that Ubersuggest, which is a keyword analyzer, keyword optimizer, keyword all the things, all the things related to keywords, and how you can use them within your site. And it’s, it’s a really great tool. It’s free. Now you can upgrade to a pro version and unlocks lots of other things. I don’t really know what it truly unlocks because I don’t pay for it because we use this tool and also Keyword Planner in the Google Ads platform. But we’re going to talk about Ubersuggest. We’re going to talk about doing site audits. And you can actually do a site audit through Ubersuggest. Type in your URL, go to the site audit button, it’s in the left-hand navigation on Ubersuggest or through the Ubersuggest platform, and let it analyze your site, and it will tell you all the things you’re going to need to fix. So that would be step one, let’s audit your site. How fast is your page loading? What’s your page speed? Go in and do the site audit. So you can give yourself a baseline to work with and improve on. That would be step one.
Step two is don’t just look at short tail keywords. So what is a short tail keyword? It’s traditionally just like one word or two words in a phrase that you’re trying to target with your blog post. I’ve always said this; long tail keywords are going to get you super-niched. And that’s probably the audience that you’re actually after anyway because here’s the thing, as Google continues to upgrade their own algorithms and their robots, they are trying to solve people’s questions out in search and trying to be as helpful as possible because that’s what they’re in the business of doing. Google’s trying to help solve people’s questions as quickly as possible. But they’re really only doing that on super simple keywords. So if you do a stronger keyword, a long tail keyword, so instead of like, I always use the example of moonshine recipes instead of just moonshine recipes. How about fall moonshine recipes, or football friendly moonshine recipes, like getting into the nitty-gritty of what it is that your content is about, and targeting the long tail keywords? Because Google isn’t doing that. They are trying to be as helpful as possible for people in search, but only traditionally on the shorter tail keywords, the super simple things that they know how to answer or solve quickly with a rich snippet, possibly, and maybe that rich snippets coming from your own website article. But I want you to use Ubersuggest because it’s free, and it’s easy to dive into sometimes getting to Keyword Planner through the ads platform. The Google Ads platform is super, super hard, especially if you don’t have an ads account. If you have an ads account, you can use a keyword planner, but I like how well developed Neil has gotten with Uber suggests. So type in your keyword or your keyword phrase in Uber suggests, like what your main keyword is. And then he’s got keyword ideas. It’s an actual report. You click on it, it’s in the left-hand sidebar of Ubersuggest, click on it, and then there are additional reports that you can actually click on. Questions report, prepositions, report comparisons report. Look at all of that and figure out what additionally are people googling, looking for answers to, and use those things in your blog post. Suggestions for more phrases and words to use. That is what Ubersuggest is going to give you using the keyword ideas tool after you type in your keyword.
Okay, step three is optimizing your website for mobile and making sure you have a responsive web design. If you’re not optimized for mobile, you need to get with the program ASAP and making sure you have a mobile-friendly website design. You can go check your mobile-friendliness with a free tool from Google. Just go to Google and Google, that’s a verb, Google mobile-friendly testing tool like Google’s mobile-friendly testing tool and check out your site make sure it is mobile friendly and fix it if it is not.
Step four is optimizing also for voice search, which I actually found super interesting, but makes complete sense because you guys hello, we have Alexa-enabled devices. We have Google Home. We have all the things that are now becoming our robot assistance. And we’re going to have to start taking our content next-level and having structure and structure just means, you know, h1 tags, h2 tags, which are header tags. Header one is your blog post title, header two tags, header three tags, giving your site actual structure. They call it structure markup. Google that if you need more information, but giving structure to your blog posts is super helpful for those voice searches. And that’s kind of going to be something we all have to jump on board with because those devices aren’t going away. They’re not. So you definitely want to make sure your content as optimized for Voice Search.
Step five is focusing on your audience. Because at the end of the day, that is what Google is doing. That is what Facebook is doing. They are optimizing for their audience. They are trying to be helpful. They’re trying to be useful. We have to be doing that as well. If you are not thinking about your audience, if you’re not thinking about your ideal customer, your ideal reader, make sure that that’s a priority. Don’t just create content to create content. You need to be creating content for your ideal customer, the things that they’re struggling with, the things they’re needing answers for, make sure that that is first. First first first that is so important because that’s what the search engines are doing. That is what the social platforms are doing. It’s all about the user, and whether or not you’re answering people’s questions.
Tip number six is use your Google Analytics. Absolutely use your Google Analytics. I’m going to give you a framework. It’s called content scoring, and we’re going to use this to give us a blueprint on how to go about writing additional content or where we need to focus our efforts on our existing content to make sure we get it into this content scoring framework. But before that, I want you to be using your Google Analytics, what type of content converts better than other content on your site? What content is creating higher bounce rates? What content is creating better time on your site? Do you know what pages people are exiting on versus what pages they’re entering on? You’ve got to know all of this data because this is how you create a content marketing strategy, how you create future content, what content. Go back into your archives and focus efforts on to make it better to get it into this content scoring system. So what is a content scoring system? It is the process of assessing and quantifying the true potential of your content by tracking how individual content pieces your blog posts are performing and generating more traffic to additional blog posts. Or maybe your customer is buying something from you on that blog post. So that is what content scoring actually is. And this is just a super-easy system. You can make this as meaningful as you want or as detailed as you want. So ultimately, content scoring helps marketers, helps you as a blogger, or you as a business owner, prioritize the content that has a higher probability of generating and converting leads. That’s what this is all about, and this is what we all should be doing because, at the end of the day, we are supposed to be solving our customers’ problems. We are supposed to be providing solutions and resources for our ideal readers, our ideal customers. So how do we do this? So ultimately, content scoring is not a one-stop-shop type of thing. It is something that you will need to continually measure and analyze how your audience is responding because it’s just going to help you understand and improve on those elements that are actually mattering to your customer.
So how do we do this? Step one is to establish your actual scoring criteria. Now, this is where we can go super superficial, or we can deep dive into creating some really strong metrics that you’re going to basically score your existing content against. This is like a report card, just to keep it super simple. Content scoring as a report card. What metric matters to you the most? Is it page views and social media shares? I want you to think about what metric matters to you the most. And then, that is going to be your scoring criteria for the report card, whether or not a piece of content is doing well.
Step two is to actually create a bucket of content pieces that are already performing at this level that you’ve chosen. So if it’s page views, let’s say it’s 1000 page views, that’s what metric you’re going to score all of your content against, and it’s 1000 page views within 60 days of creating that piece of content. You can look at this data within your Google Analytics. You can actually set a date range and look at a specific piece of content to see if it got to That scoring metric, maybe it’s 1000 pages in six months, maybe it’s 1000 page views. Overall, whatever the metric is, that’s, that’s what you’re going to score your content against. So I want you to, again, this is tedious work, but it’s important work. I want you to go in, and whatever your metric is, pull out your Google Analytics, open it up, get out your notebook, open up your blog. And I want you to look at all of your blog posts and compare them into Google Analytics based on this metric that you’ve chosen. And especially if it’s page views, if it’s social media shares, you definitely need to be using a plugin that allows you to count those things. And because that’s how you’re going to create your report card, your content scoring system. So you’re going to add all the successful content that meets your metric threshold into a bucket. Okay, the buckets’ proverbial, you can create a list create a Google spreadsheet, and you’re going to monitor your existing content. And any new content you create or other content that already exists that’s not at this threshold. So this content that’s already there, that’s already performing where you want to be, is at your baseline metric, the metric that matters to you the most. This is what you’re measuring everything else up against. But this is also what you’re looking to see the patterns within. You’re going to evaluate what is working and why it is working in that super performing content based on the metric you’ve chosen.
So once you’ve identified what those blog posts are, that consists of that metric, you’re going to analyze why. What patterns exist in those posts? What is making those the difference makers? And once you can analyze and figure that out, it’s going to give you a system to use on all of your additional content that’s not at that level. It’s going to allow you to figure out what works, and then start rinsing and repeating on new content that you create, or the content sitting in your archives. I would start with the content sitting in your archives because it’s already there. It’s already somewhat established because it already exists. And there’s been some traffic to it just maybe not this metric that you’ve now put on your content. It’s going to help you set a benchmark for yourself. That’s going to help move you closer to understanding what it is your customers actually seeking. So while creating beautiful content, creating quality content, being consistent with your content is important. If it’s not meeting these benchmarks if you have decided that ten posts out of everything you’ve written, that’s just a random number 10 posts of everything you’ve written is performing at this benchmark. Why? Why are those ten posts performing at that metric? Figure that out and start working to replicate that? What sets those apart? What were you solving? What were you supplying? What resource were you giving? What was the pain point that brought the person to that article in the first place? And then that’s where your focus goes. That’s where your focus goes in your archives. Getting that existing content that’s below your benchmark up to that benchmark. So I want you to pay attention to what your Google Analytics are telling you. And I want you to look at what are people coming into your site for. You can use your search console, which is Google Search Console, to look at the keywords that people are already discovering you by. But why are they not clicking? What are they clicking on? You can see what your competitors are doing. What are your competitors doing? Put in their stuff into Ubersuggest. See how their site’s performing. What is the difference between what you’re doing and what they are doing based on content? What’s the difference? How are they out-performing you if they are? Use this stuff to your advantage. That’s why we have access. Like once you put a blog post out, once your competitor puts a blog post out, it’s free data. Use it to your advantage, figure out how you can attract your customer, and create content based on this. So once you figure out your content scoring system, I want to know what it is. So I want you to share it with me over on Instagram @bossgirlcreative. Share with me what your content scoring system is going to look like and where you are right now. And then I want you to follow up with me in 30 days, in 60 days, and tell me how you’re moving that existing content forward towards that benchmark. I want to know.
Thank you so much for listening to today’s episode. Again, shout out to today’s show sponsor, Gusto. Again, visit gusto.com/bossgirl to try out a demo, test it out for yourself. And again, shout out to this week’s community member spotlight, which is Rosanne. Again, go buy her Gratitude Journal. That sounds amazing. It’s on Amazon. I will link it for you in the show notes.
Did you know that there’s now transcripts for the podcast episodes? Yes, that is a thing. You can find them over on bossgirlcreative.com. You can either go to the Episode Guide, which is linked at the top in the navigation bar, or you can click on the Start Here and get to the most recent podcast episodes. But the transcripts are in the show notes. It’s an easy button to find in the show notes. Click it will take you the transcript. You can even download the transcript, so you have it, and you’re for sure going to need it for this one because there was a lot of steps in there.
Thank you so much. Again, you guys are amazing. Get in the Inner Circle if you’re not already there. I will be back next week with another episode of the Boss Girl Creative podcast. I’m hoping, fingers crossed, that the series starts next week. Kind of depends on a couple of things between now and then, but I’ve got that series coming soon — the Pillar Series. We’re going to dive in. We’re going to be epic this year. 2020. New decade. We’re going to be epic. I’ll see you next week — bye guys.