The Manufacturing Executive
The Manufacturing Executive

Episode · 1 month ago

Make Content for Your Audience – Not for Google w/ Grace Wright & Aaron Weekes

ABOUT THIS EPISODE

If your content strategy starts with whether there’s keyword search volume around your SEO terms, you’re starting at step five.

Here’s step one: conduct customer interviews to learn what they value and prioritize.

In this episode, I interview Gorilla 76’s own Grace Wright and Aaron Weekes, both Thinker and Strategist, about creating winning content that starts with customers, not keywords.

In this episode we discuss:

-Making your customer’s success the object of your content

-Getting the right messages to the right people

-Providing one of these three qualities: best, first, or different

-Starting your content strategy with the right questions (lots and lots of them)

-Forecasting the future of SEO tactics

Grace Wright can be reached at: https://www.linkedin.com/in/grace-wright-76940312a/ 

Aaron Weekes can be reached at: https://www.linkedin.com/in/aaronmichaelweekes/

To ensure that you never miss an episode of The Manufacturing Executive, subscribe on Apple Podcasts, or Spotify.

Listening on a desktop & can’t see the links? Just search for The Manufacturing Show in your favorite podcast player.

If your customers are having a problemwhere they're continually asking this question, you need to create contentaround that, regardless of whether they're sert falling around that whenthere is search falling around that- and you should always check to see ifthere is, you should optimize it for so and that's a way to get in front ofyour audience with that problem. Solving concert welcome to the manufacturing executivepodcast, where we explore the strategies and experiences that aredriving midsize manufacturers forward here. You'll discover new insights frompassionate manufacturing leaders who have compelling stories to share abouttheir successes and struggles, and you will learn from B to be sales andmarketing experts about how to apply actionable business developmentstrategies inside your business. Let's get into the show, welcome to another episode of theManufacturing Executive Podcast, I'm Joe Sullivan your host and a Co founderof the Industrial Marketing Agency guerilla. Seventy six more often thannot, when a prospective client approaches our agency about potentiallydoing work for them. They say something like we need to do website or we needsomeone to create content for us or we need better seo or search engineoptimization after enough digging. What I learn, almost one hundred percent ofthe time is that what they actually want is to earn the attention and trustof their audience and, as a result, to open doors to conversations that willdrive business. It's easy to get lost in the tactics of marketing and toforget why we're doing them in the first place today, my two guests aregoing to talk about two of those tactics: one content creation and toSEO or search engine optimization well talk about how these two things worktogether and why they're not strategies, but instead tactics and will dive intothe bigger picture strategy which is generating a qualified pipeline throughyour marketing program. Let me introduce our two guests, both of whichI happen to know quite well. Grace Wright started at girl as seventy sixis a writer in two thousand and seventeen and realizing that she had aknack for developing content strategy transitioned into the StrategyDepartment in two thousand and twenty one grace now. Crafts revenue drivenmarketing plans for her BB manufacturing clients, Forte, isgetting to the bottom of what B TB buyers, care about, and brainstormingcontent ideas that balance technical details with brand story. Beforejoining the gorilla team, grace wrote for a lifestyle magazine and worked asa copywriter at a search engine optimization agency. To This Day, herwritten work is featured on the first page of Google for scores of key wordsrelevant to her client's businesses. Aaron weeks is a strategist whoempowers himself and others to think critically and provide authenticity tomarketing he's passionate about understanding the magical black box ofGoogle and wielding those insights to create impactful revenue, drivenmarketing for B to B manufacturers prior to gorilla. Aaron worked at anagency as a digital strategist and a caterpillar as a marketing analyst inthe Global Construction Industries Department. Both opportunities shapedhis view on how a search engine optimization mindset can help brands besearched and be loved by his customers. Grace and Aaron. Welcome to the show,thanks for having us. Thank you. Well, it's about time. We got you guys onhere. I'm super proud of the deep expertise across our team at gorilla,and I think it's really fun to bring people with different backgrounds andniches and in their whether it's strategy or writing or design orwhatever it is there's so many things that you know an organization like usdoes that affects marketing for the manufacturers we work with, and so Ithought this topic was really good for you guys this idea of of how do we, youknow, find that happy middle ground...

...between Seo or search enter,optimization and content, and you know what's a tactic and what's a strategy,and I think this topic is something that a lot of manufacturingorganizations think about and we talked to them about, but we're going to godeep on the topic today and I think to be a really valuable conversation sograce and Aaron. I know we share a similar perspective on this topic, soI'd like to start this out by asking the two of you: Why is it backwards fora manufacturer to go straight to the conclusion that we need better Googlerankings? We need SEO so when we're talking about the customer when itcomes down to content creation and content distribution, here's how Irelates to so most of the time. What we hear are what we need to address is now.How can I win this keyword? Ranking again, that's something that makessense is very tactical with search engine optimization. How can I havethat key or my content now? Can I show up in the first spot, on Google searchen result pages? I think the mindset that we're going to kind of dive intohere is rather, how is my customer going to win with this content Icreated, and how is my customer going to win at their job when they get thispiece of content that we distributed to them at the right place right time? Sothat's a little shift. I think we're going to really going to die of anykind of extrauagance, but that's really. What we want to get out today is againthat mind shift from going from. We need to win at so strategy to more. Howcan my customers won this year and what's the strategy for that, and Ithink there's there's real risk in not putting your customer first and theirproblems first, when you're thinking about what content to create, becauseyou know every company I've worked with, has limited time, limited resources,limited budget, and so you know, let's say they have resources to create tenpieces of pan in a quarter if they create a that on topics that theircustomers don't even care about, but have key words. Well then, you knowthey missed be AD VATS to change. Other customers take to be seen as a valuedprovider to you know their total trustable market, whether that's insearch, whether that's into social. You know you're missing on a bulk of yourAtat with your customer you're wasting your budget you're wasting your timeand that's really the risk you run into when you don't start with. The customeris you're, putting your marketing at risk falling flat and considering howmuch money and time people do put in the marketing. That's a huge fastnessexcess that your you're not putting on the line you're, putting yourself atrisk alienating your audience by showing that you don't understand theirproblems. You don't understand their questions there, the the stresses oftheir day to day, and so I think that people think that Conterai is a riskfree endeavor and it's not, and so I think, when you start with so and key words you're, just startingin the wrong place. You have to start with what the customer here is aboutand the best way to mitigate the risk of all this time: Money, energy, you're,putting into content creation, yeah and so at. What I'm hearing from you guysis that we go back to the beginning here and say: Who is my audience? Whatdo they care about and let's create content assets, are going to speak tothat stuff, their pains their buying triggers the things are trying toachieve, as opposed to something that I still see happening,which sometimes blows my mind, but it's just it's still happening out there,where you have companies who get caught up in this mindset that, like I needSeo, I need I need rankings in the search engines and then they can almostforget about what they're trying to achieve here, which is earning theattention and trust of the people that they're trying to reach. So they canstart conversations with them and they go straight too well. What key wordsare related to, or even tangentially related to, my business that aregetting searched a whole bunch of times every month and are now we couldpotentially rank for and the natural...

...result of this is you start driving alot of the wrong people to your website. You Sart ranking for key words thatfrankly may not even matter that much you drive the wrong people to your side,those people land on your side, they bounce after ten seconds, becausethey're not finding what they want or the people who maybe do convert in thesense of filling out a rf form or something are often the wrong peoplebecause they are, you know. The thing you've optimized search for for yourcompany is, is not really targeting the types of people that you're trying toattract. So it's like these leading metrics. Not only don't get you infront of the right people you're, you know. Sometimes, when you focus on thewrong leading metrics you wind up in front of people who want the rightpeople, it bogs down your team and it creates sort of a false sense of we'reaccomplishing something on the marketing Frat. When maybe that's noteven the case like any anything, you guys would want to add to- or you knowcomment on around that- I think something like especially with thetypes of industries and companies that we work with. Sometimes there isn't aton of search volume around the types of products and services that they areactually selling and something that use that is, you know they'll, sometimeswhen they're creating a list of key words, then because there aren't a tonof them, they'll start reaching, and you know it's like there's this servicethat we don't provide, but as a computing service- and you know wellchange their minds by writing a piece on this and that that's just a waste ofcontent, grief energy and they opinion, whereas, like instead of reaching andtrying to change mine, I just haven't seen happen. You could instead becreating content that you know will resonate with your audience and thinkabout. How can you you know if there isn't a ton of search volume for whatyou provide? How are you still going to get your message out? Well, you cantarget people based off of job title industry. Experience Abel on, went inand make sure your message. Reach reaches the right people, and so whenpeople think organic is the only content, Distri ution strategy. I thinkthat that's a trap they can fall into yeah. I just want to pick you back offthat and kind of frame in a different way when we're talking about search,demand and search volume. That may be one of the first things you ask. Yourteam, as a market executive, is again like how much searched man is for thiskeyword. Well, there's a lot of examples where there may be no demandat all I'll. Throw one out here. Right now is we know right now with customers.One of the biggest pain points this year is that the cost of commoditiesand sourcing Rong materials is just so difficult. Well, if I went on the Gultrends right now to see kind of what those keywords are, maybe there's nodomain search man for that right now, but we know that our customers told usdirectly that that's your pain point so go write. That piece of content gocreate that piece of content go distributed to them, but again, if wejust focus on so as a tactic and Asilo, we may had looked at there's no searchdemand for those keywords. So therefore, we shouldn't write that piece ofcontent, so that's just another example kind of using what we've been talkingabout here, of putting the customer first and then using so that kind ofenhance that content creation, I'm going to throw one in the mix here toAron, because I think that's that's a good example. There's a company thatwe've consulted recently that they are they're a fabricator, essentially but avery nice fabricator, and they manufacture something that is a product.That's used pretty universally in commercial kitchens and one of thefirst things we noticed in consulting them. They've been misguided by theirmarketing consultant from the outside in recent years. Around so to the pointwhere you know, the person advising them has been essentially saying:commercial kitchen is a really high volume, a lot of people, search forcommercial kitchen right and things related to commercial kitchens. Well,here's the problem like you're, going to optimize around commercial kitchenswhen you fabricate a very specific niche product that sits inside acommercial kitchens, even if you could rank first in Google for the wordcommercial kitchens, which of itself is...

...going to be a pretty massiveundertaking for a keyboard like that, how much of the audience that sees thatand then clicks on it do, you think, is actually your customer, maybe less thanone percent. I mean if that, and so I think the point is, you know, kind ofcomes back to like who's your audience. What do they care about that? Actually,you know your value proposition and the things you do can address where youhave something to say about this, and let's start with that not get caught upin the sort of magic of Seo, which, frankly, it's not magic, a lot of itslogic and common sense yeah. I think when you start with key words thatbecomes a big issue like commercal kitchen, I'm sure has a ton more searchvolume than you know, some of the more niche long fel key words that they cantarget, and I think sometimes people look at that and think. Oh, this is abetter key word and I think, if you just take a step back and kind of toyour point, just make it pass the logic test like, even if I were rig for thiskey word like what is look beyond the search volume metric and remember that,like there are real people searching this. What's the problem they're havingwhat are they looking for? Do you have the expertise to solve that problem?You know or if you were to provide education on this is a valuable to you,and I think that if you just ask some of those logic based questions, yourealize that your time and energy spent better spent elsewhere than trying topursue this. You know skewer, that's only ten generally related to my Ousel,and I think that not a lot of people step back and ask those those questionsthey get. You know still, blinded by O two hundred forty people search thismonth, without really wondering what they're looking for when they aresearching it and remembering that there's a real person on the other sideof the screen, with a real problem and real questions that need to be answeredright great. I love how you said that I think something that Joe and I talkedabout recently was like you should write for your audience and that Googleand if you can take anything out of today, I think that's. It is why we sayso is not a strage deeds. A channel is because again your strategy is yourcustomer. How can I help them the best the most efficient way, the fastest wayI mean get them to get their job done the right way. We can focus on thatwith our strategy and then again use she to enhance that now. Let's go findsome key words that address those issues. Now now, let's look at otherarticles, see what they're doing from a technical, so level, and how can weemulate and replicate? You know if you start with both those things. First,you may miss the whole point, which is again helping your customer yeah. Ithink something I hear all the time is like you're, creating content forsearch engines, and I think that you know if you're, creating content forsearch engines, you're thinking about so wrong. Your creating content forsearchers, like real people with real problems, you know, are reading yourcontent, and so it's just so so important, foro marketers. To rememberthat you know, searchers are real people not metrics on a screen, not twohundred and forty people, who you know just robotically search this term. Youknow every month and when you remember that you remember that you know theseare your customers. These are especially if you're choosing the righttypes of humors, the right types of intent. Just remembering that theproblems that some bring someone to Google in the first place, the questionthat bring someone to Google on the first place and optimizing around thatperson and that person's problems you're going to be in the much betterpolice. I think something to consider to when you are considering Google as adistribution anege, is that no gibbles main objective is to answer searcherintent. If over time, they provide a list of pages that don't speak to theintent behind the search people would stop using Google. So over time likethe algorithm changes are making are not random they're, you know betteraligning their system to serve pages...

...and articles that exactly alive withthe problem or question or brought someone to Gogle, and so I think it'snot two thousand and six anymore, where you can just mention the keyword fivetimes in your you know. You are in your body copy and your title tag and expectto rank over time as people improves. Their Algorithm is essentiallyoptimizing for the searcher and you should be as well so do you want us tograce that a kind of define, searcher intent get a little more granular thereand kind of really elaborate on what that means and maybe how to actually doit? Tactically yeah, I think, have at it all right, Ri I'll start, and thenyou definitely come in here and enhance any my comments. But when we're talkingabout search in ten and grace really just laid it out, for you is again whatis a customer searching for and then you need to do one or three things youneed to give them the best answer, or maybe the first answer, you're thefirst one to write, write the answer to that question or you need to bedifferent. So again, it's first, that's are different. That will help you kindof again do search intent as a framework. Here is I'm trying to answermy customers question, but I got to realize that there's other answers onGoogle surgeons result pages. So how is my question the best question for theirintent so again, just having that mindset will kind of help you createmore content, that's a world than pack full and then the Seo will follow graceany thoughts on that. I think I would only step, take a step back and thinkabout like if you truly understand, like not only the key word but theintent, a problem that brought someone to Google to search that it allows youto better evaluate the key word and think about if it aligns with theintent of the customers based of the real conversations you had with them.If you kind of uncover the intent of the key were like commercial kitchen,for instance, and you realize that it's just way too broad to really understandwhat the intent is. That's not the best key word then, but if you uncover theintent- and you know you can think back to a conversation you had with acustomer where they were experiencing, that exact problem, you not only knowbetter how to structure the content. What questions and sue questions toanswer within the piece, but you also are better able to evaluate whetherit's a good keyboard in the first place, and I think that kind of what we'respeaking about is, like understanding, sort or intent, goes back tounderstanding your customers, so you just have to isio customer the problemsthey're experiencing what their day looks like and if there's a topic thatcomes from that a piece of content you want to create think about. If there'sa key word that matches that intend matches that problem then use us go,but don't start with the keyboard and worker. With that, here's, a good fameword to kind of understand. That is again when you start with the keywordwhat you're not focused on it. Is these four things which is: Is this contentabout being problem aware? Is it about being solution aware product to whereare most aware, so why I mentioned those again is that's the mind set youhave to have. Is I want to rank for commercial kitchens, but I know thatthis article needs to be about problems with commercial kitchens and hears howto solve them, or vice versa. I know your brand, I know you have commercialkitchens, and so, when I'm looking for commercial kitchens, my article needsto speak about again. Why my brand is the best for commercial kitchens andwhy you should read my content ent, why it's some Patel to you so justunderstanding that framework will kind of just again enhance what you're doingin the content creation side and what it gets you to do is to stop focusingon the key word and then again focus on the problem solution product are yourbrand yeah. I mean Google is a venue for your customers and prospects to getanswers to questions to gather information during their buying processwherever they are in that process, and the role you can play is to understand from pattern matching and from all othe the customer conversations you've...

...had. What is that fine process? Looklike what sages are they trying to collect what information and can weprovide that to them? So we can fulfill that that search, query and be thefirst one that shows up or is close to it to you want to help it's all thathelping during the buying process and providing the right information to makeit easier for them to buy and to think of you first, and I I think, like it'skind of comes back to like what you were saying is like what questions arethey ask you throughout the buying process? What hesitation did they have?That's all stuff that would come up organically in a customer conversation,and then you can conduct pwer research and decide whether there's any volumearound around those topics, but it starts with that understanding of themand their buying process in the way they think about your product and yourservices good. Well, I want to come back around to the question I posetowards the beginning here now that we've provided a lot more context, Ograce, you said organic search or Seo is just another distribution channelfor content. Could you guys talk about what that means like what is adistribution channel for content? We've talked about making content assets that,whether it's written content or video or audio or whatever, make contentassets that matter to your audience at the different stages of they're, buyingprocess, SEO or search engine optimization, it's one way to get thatcontent in front of people. Those are that for people who are out therelooking already ready, they're looking for something specific, and we wantthem to find the stuff we've made that addresses what they're looking for. Butwhat are other distribution channels and is other times when Seo, just isn'tnecessarily the right channel to get that content in front of someone. Ithink your content tragedy starts with pestem interviews. I we've had time andagain in this conversation, but essentially you know if you conductseven customer interviews and you start hearing the same things again and again,the same patterns come up as far as like know what we really value andprioritized was at cost. It was this other factor and you start identifyingthose patterns, and they are common questions ways. People phrase things:then you can start developing ideas were the types of content. I need tocreate to it rest of those problems to answer those questions, and I thinkthat if your customers are having a problem where they're continuallyasking this question, you need to create content around that, regardlessof whether they're serching around that when there is search volume around that-and you should always check to see if there is, you should optimize it for soand that's a way to get in front of your audience. With that problem,solving content, I think whether or not there is search volume you need tocreate the piece of content. If it's a problem that comes up again and againin customer interviews, there are other ways to get the right eyes from theright people on that content, they're paid social audience targeting throughemails through even like later in the sales process. If you create a videoaround that, you know question it can help enable the sales person to youknow, rather than just being you know, having the type of a response everysingle time and you, okay, you actually created a video about this topic.Here's something that answers your questions. Let me know if you have anyfollow ups, so I think there's there's a million and one different ways toleverage your content. So is one tool in your talking I'll, just quicklydefine some of the other distribution channels that we do here at Grill.Seventy six and with our clients is what we're talking about with organic,and so those are pooling people to our distribution. When we talk about paidsocial, you know you toe in a way to it's like we're, pushing those piecesof content to people at the right time and right place so can just kind ofunderstanding those differences will help you kind of evaluate if ice is agood tacked to do right now. Are you trying to pull people to your side tobook a meeting to get a dim over quest? Then Yeah? You really want to focus onso, as a tactic, you know, if you're, just trying to create value, generatedemand yeah, you want your content that you just wrote to be distributed topeople on the platforms that they're at right now as far as facebook, linked inso again just wording to kind of outline the differences. So we can kindof enhance a conversation of why...

...weren't talking about s right now, yeah,I think that's great! You know we talk a lot about how Google is an intentchannel right. You people go to Google when they're, looking for somethingspecific people go to facebook or Linkedin or whatever, when they'rethey're not going there to look for something specific, but we can targetvery specific people. You know using various demographic data informationabout what people in you know what people care about, what they follow. Sowe can find your ideal customer in some of these other channels and referencingwhat Aaron said that it becomes more of a push strategy where we say show thispiece of content to people who fit these characteristics, and let's dothat consistently over and over and over again, whereas back in Google it'sbut showing up in front of the right people when they're looking forsomething where you can address what they're looking for right. Obviously,the title of this podcast is the manufactoring executive, and it'sbecause we're creating this for manufacturing leaders. I know we've gotsome marketing people and sales people, and you know people in other roles inorganizations are listeners to, but knowing that our a majority of listsare not necessarily tactical boots on the ground. Marketers I'd be curious tohear you guys talk about. You know what do you think that a manufacturingexecutive, whether that is a CEO or a president or a CFO, or maybe even a VPof sales? Somebody who doesn't have the word marketing in their title but is ina leadership, brought the company. What did they need to understand aboutcontent and how it relates to Seo? I think that executives, I think that thebest value we can provide is like how can they evaluate content straction?What are the questions they should ask when deciding whether it concentrate isthe right that for them and their company? I think that they should bevery wary of content strategies. That say you know here are the key words wewant to write for, and you know we're going to write a piece of content thatso optimized around beat of these key words and that's our strategy. I thinkit's a strategy starts and ends there. They should have a lot of questions. Ithink something we do in a way we sprain content strategies at Corilla isvery poignant and kind of ties all this together. It's when we recommend apiece of content, we'll always say you know, what's the specific pain, pointor question from the mouths of customers, we've interviewed that weare addressing with this piece of content and when you start there andthen there's also a key word that just magically fits an into place and peopleare searching about that. That's what the level of thinking and understandingof the customer that they should expect from their marketing funders. So it'snot that you know don't pursue. So it's start with that pain, point or questionbuild the content around that and yes, that there's a key word that fitsperfectly there's there's so s Parchas, and you need to overlay those to makesure that your customers are seeing those at the right points in the buyingprocess that you're getting in front of getting eyes on the content.Essentially leveraging like we said, Google has a distribution strategy,more problems, Olin content that you're creating with your customers in mind.Yeah, I think grace just laid up tactically so well. So I have nothingto add there. But what I will offer is again, if you're marketing executive. Ithink these are your three troops and we've already mentioned some of themhere so number one. It's right for your audience, not Google, but the customerin your mind, that's your right for first number, two. This is one I kindof hear often like. Are there any so hacks? No, so again, if your team istelling you it's a great, so grove tools to so ack, ask them to explainmore and get that information and feedback, so you can provide them theanswers to understand that. Maybe they don't need to do that that way they canwrite a piece of content, ents, valuable to their customers and numberthree. This is another one that were kind of asked quite a bit. So I want toaddress here, is you know? Is So? Is it a short term tactic or long term tactic?You know. I think this is one that's on executives. Mind is you know I want toknow what the results are and my doing...

...and expect a long time frame. Do I needto expect short? Well, I'm actually going to say it's either. It's actuallya long term mindset, so why I say that is again: customers going to askquestions and you should answer them, and that should be a part of yourstrategy for here and now forever, especially as more ways for people toask questions. Another example here that we've talked about before is usingAlexa our voice search to search for things to so. I just illustrate thatpoint because there's more opportunities to answer questions moreso than ever. So again, if you had that long term mindset that you know we needto do this, this is a priority and then you're going to make marketing thatmatters in that way, rather than thinking that, if I do SCO today, if Ido it as a hack, I write for Google like therefore I'm going to get quickresults. The point is like you're not, but if you do this long term mindsetthat you're going to provide impactful opportunities for your customers overthe long term yeah. I think something else too that they should be weary ofis like. I think something I see all the time when so always thought of as astrategy and not a tactic, is you get one hundred few fit maps it all of thedifferent pages? And you know you're talking about you know this variationof the king word and at Eve another page with this variation with the humorand you're. Just thinking about what happens when you think about content inthat way, is you end up with you know? Let's say we're writing a page for yourbottle levels. It's the title, bear bottle labels and then you mention itto times in the copy and it's very thin. It doesn't speak at all to like theactual questions they have about the process of working with. You know yourcompany, and so I think, where you end up, when you start with keywords, isvery thin copy geared towards optimizing for the search enginewhereas like if you really think and remember that, there's a searcher andsome of reading your content, you remember that you need tocomprehensively answer the hesitations they have the questions they have. Itcomes back to kind of what Aaron was just saying. It's like f people areasking these questions. You should answer them, but it comes down to that,like you should answer them. What was the intent? What are the anxiety theyhave? What are the problems are experiencing address all of thosecomprehensively if you're going to do so at all, don't just write threehundred word thin pages gear tours drinking and Sergius. That's just thewrong approach! Yeah! Well, gracious mentioned that approach. Is it workedat one time but just like with most marketing tactics, things of valve? Soone aspect of this conversation here which we haven't talked about, is kindof what is the future of so s a tactic and and how can you actually capitalizeon it? So I'm going to offer two or three for Joe and grace here and theyou guys can kind of come off me and I ad some insight here, but I think oneof them is super obvious, but it's if someone asks a question, why notprovide it to them as a video because that's what they want, and we also knowthat Google is actually going to optimize those in the search result.Engine pages, so you know that's an opportunity we can do. The other iszero click searches, which is a phenomenon basically that when youwrite an article, sometimes your piece of content is going to be at the top ofgo surgeons. Result pages in the featured sniffit is a technical term,but all that means is the customers answers right there. They have noreason to visit your web page. So how does that impact? What you do and howyou think about it and how you measure it, and then I think, let's start thereand see what you guys think and when you talk about that, I think likesomething that we said in the middle of the call that I think it's worthrepeating here is, like think executives be college that givesbecause they have her judgment, they test their judgment. So when you'reevaluating things, life and so strategy that Marcy Thunder is throwing your way,I mean like: Let's go back to the commercial kitchen example, you sellniche bakery like equipments for commercial bakeries, and you know yourmarketing mender is suggesting that you show. I write a piece for commercialkitchens and just put yourself in the...

...searcher steet. What are they lookingfor when they are searching that? Are they looking for you? If you write athree hundred word peas, that first thin that mentions commercial kitchenten times and you're like? Does that build trust with your company? Does it?You know, show that you understand what they're going through and I think theanswer is no one of those counts. So maybe that isn't the best piece ofcontent degree that isn't the best you know use of your limited time andresources. It's just always going back to your judgment and trusting like youguys said it well. I don't never really have anything to add to that, but Ithink it's all really smart inside and great advice. So anything you guys wantto add to this conversation that we did not dive into or any additionalactionable advice, you'd hand to a manufacturing executive. That'slistening right now! I think that with Seo in particular, people are so focused on ranking first, and here arethe list of kwards that we want to rink for and we're not ringing for it thatthey forget that, like that's, only half the battle the other have is whenthey get to the page. Have you built or lost trust? So are you answering thequestion? Is it written in a way that speaks to the quality of your company,or is it sloppy and thin and doesn't address your questions, and you knowwhat I think that people look for so packs and marketing hacks and the truthis that content creation done right is a long and arduous thorough process,interviewing customers and understanding truly what their anxietyis. Hesitations problems are, and that requires interviewing. You know tencustomers, thinking about you know taking an afternoon thinking about what,through lines are between what they were saying. What are the you know mostpressing problems and then then creating content, and you know ifyou're going to ring for a keyboard at all. All of that needs to shine throughin that content piece or I have what's the point of having that interactionthat touch point with a customer if it isn't building cross credibilityshowing that you're the right partner, yeah grace. I don't have anything toadd. I that it's it's just so important. What you said is again content, it's along journey, but if you take it you're going to find results, I do have a listof top five things to stop doing. Today we can run through that now we can kindof dive deeper on what grace just said here. I'd say: Go for it, an okay great!I love this exercise. This is what I like out of podcast. I wanted to bringit here today, but basically here's five things that may have been said toyou as an executive and here's the five ways you should think about it. So I'lldo it one by one and then John gracing kind of add in what you think here sonumber one when your team comes with an article to you and it's the top tenlist of here's, the top ten problems, my customer has they here's the pieceof content that we wrote. The answer that what I would do is I wouldchallenge them h and as some widen they write. This is the best solution tothose problems. So again, the question is we want to hit all those keywordsright in that top penalise, so we're trying to hit all those search forms,or would you rather just write the best piece of content that is best for yourcustomer number? Two, your team writes a two thousand word long form contentarticle to answer a customer pain point. So when they bring that to you, you caneither do two things you can say. Okay, that's great. We're going to ring for abunch of key words are. What you could do is encourage your team. That's agreat piece of content. How can we turn this into a piece of video content? Ithink that's super powerful, because what your team did is. They did goodcontent marketing, but now you're going to encourage them to do even bettercontent marketing that is going to help them with. So it may not be so straightforward that way, but it's just another way to again do that content crationthat matters to your customers. HERE'S THE THIRD ONE! Your team comes to youwith a list of their top twenty five...

...keywords they rank for for this year.So when you receive that list, you may look at it and say what is this or youcan look at it and go back to your team and say well actually tell me the topten web pages on my website that result and marketing source revenue then showme the top key wore on those pages. So again, that's a good mind set shiftwhere again we're not focusing on rankings we're focusing on results theresults matter because they probably came from helping our customers withgood content and then once you get that list of those top pages and how eve newthey made then dive into the keywords, see what insight you can clean Seyo canhelp your team out. There's a good piece of article. It makes revenue goproduce more of that content in different ways it what else we got here,all right, here's another one for you. We've already mentioned this and Ithink it's good to just hammer home here, but when your team comes with apiece of content and they say it's going to ring for this keyword, I thinkyou should always naturally ask well what question is this answering for acustomer and again that's going to encourage your team to do content thatanswers questions. Rather, they produce content that ranks for keywords. So Ithink I actually had four, but maybe you guys a fifth one, for I think fourworks. I think I think those were all really great Aaron Yeah. Why do topfive exactly well, I think I'm going to leave it there. We could. We could talkall day about this, but you know we can't have a three hour podcast, sowe'll keep it to where we finished here. This is a really great conversation,guys appreciate you doing this yeah thanks for having US yeah thanks forhaving, as you yeah, you bet so grace and Aaron. Can you quickly tell ouraudience best way to get in touch with you learn more about what you're doingyeah for sure grace right on? Like Danny finding these lays the rilla sentsix or just grace dot right at girl sent Sicot yeah, and you can similarlyfind me on linked in as Aron Michael Weeks. Look out for my comments. Ask MeQuestions on feedback. For so an I be glad to write you some answers, or youcan find me a Aranda weeks at rilla. Seventy sicot so mean email, great.Well, there's a pleasure having you guys on the shows stuff. We talk about.You know in meetings and on slack and by email and through our projectmanagement system. It was fun to kind of harness all this, this brain powerin our strategy department and get you guys up on stage. So thank you onceagain for doing this and as for the rest of you, I hope to catch you on thenext episode of the Manufacturing Executive. You've been listening to themanufacturing executive podcast to ensure that you never missed an episodesubscribe to the show in your favorite podcast player. If you'd like to learnmore about industrial marketing and sales strategy, you'll find an everexpanding collection of articles, videos guides and tools. Specifically,for B to B manufacturers at Grilla, seventy sicot Lamar. Thank you so muchto listening until next time. I.

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