It’s more than data: We’re doing content marketing wrong - CMWorld2020
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In this clip from his Content Marketing World 2020 session, Paxton Gray, CEO of 97th Floor, will show you his process for creating consistent and quality content that works for virtually any budget.
Audio Transcript Auto-generated
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uh, pages that were written with the keyword research and
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semantic analysis data ranked for five times more keywords and
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earned 12 times Mawr organic traffic within one month than
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the control group on the best piece that we wrote
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within one month was ranking for 141 key or is
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the best in the other group was ranking for 36.
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And what's really interesting is we then promoted both sets
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with equal links.
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And we saw that those promoted in the articles promoted
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with links that were written with the keyword research Systematic
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analysis process uh, improved by 400% in terms of organic
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traffic. And the control group saw no increase in performance.
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Eso uh, that's a really great way.
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There's a two great way so far to gather data
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on how your how your audience is thinking This last
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one I called the human algorithm.
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It gets a little more, uh, it's a little less
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science C and a little more heart, but some really
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cool tools I have in this one as well.
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Um, so I love algorithms and I love board games.
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Really? Because I love algorithms.
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I love seeing a set of rules and learning how
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I can use those rules to my advantage.
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And that's really what s C.
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O is Google's.
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An algorithm beings an algorithm.
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But social media, those air just algorithms to Facebook, LinkedIn
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and Instagram.
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They're just big complex.
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If this then that statements.
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And it's cool to see how they interact with each
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other. But what's really cool is to see how the
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human algorithm interacts with these other algorithms.
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So, you know, we can have a big discussion about
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agency and free will and all that.
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But I think to some degree, we're walking.
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If this then that statements.
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And we're not even aware that we are right.
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Um And to show this, you know, Buzzfeed just figured
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out a little piece of the human algorithm, right?
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Buzzfeed comes knocking too, pal.
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Buzzfeed, right.
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We know what they want.
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We've got important things to do.
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Don't waste our time.
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They see you'll never believe why this blue pill is
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banned in 36 states.
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And we just go Oh!
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Oh, like I know this is Clickbait.
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Buzzfeed. I know you're gonna waste my time.
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But why Onley 36 states.
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What does that pill do right?
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We're so curious.
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There's, like, this algorithm built in our brain that when
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there's a little piece of new information, we can't help
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ourselves. We just have to learn, right?
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We resist.
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Then t m z comes along and says, Do you
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remember this child actor?
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What is he up to now?
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Uh, from the sandlot kid from the Sandler, Obviously, Right,
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I When I built this, I picked this image and
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then I put it in there.
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I thought, What is he up to now?
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I got to know and I looked.
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He looks the same.
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Like if you saw him on the street, you'd be
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like, Oh, you're the kid from Sandlot.
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Like he's just adult, that kid.
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But what's funny about this is I built this own
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slide. I built a slide myself, and I couldn't resist
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myself like I had to know what he was up
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to now.
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And I wasted 15 minutes while I was supposed to
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be building this deck, figuring out what he's up to
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now. That's how powerful this algorithm in our brains is,
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and we resist TMZ.
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And then YouTube says, Hey, watch this soldier come home
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to his daughter, and I was like, Oh, I got
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30 seconds That's touching.
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I got to see that right Fine, Five minutes.
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I'll spend no longer.
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Three hours later, right?
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This. This is a powerful, powerful magic, and the fact
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is, in marketing, there's a whole slew of just like
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slimy gross.
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Marketers who view their job entirely is just to manipulate
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people and get them to do things they don't want
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to do.
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And frankly, they probably have a better understanding of the
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human brain that many of the marketers who want to
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resist doing quote unquote bad things.
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I don't think it's bad to understand how the human
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brain works and to use that, but it's bad if
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you get people to do things they don't want to
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do. What we need to dio is to understand how
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the human brain works and to get them to do
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things that they want to do to help them have
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a better experience.
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How do we use the dopamine cycle to get people
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to exercise more?
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How do we use kind of our brain's ability to
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be attracted new new things to get people to be
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better parents or better community members to get them to
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vote and do things right.
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That's what we should be asking ourselves.
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So I don't mean to understand the entire human brain,
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right? I I know just as much as you dio.
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But here's here's how you could better understand it one
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way, right?
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So let's pretend for this example that we are the
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betterment marketing team and I say to you guys, All
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right, guys, we got to create a bunch of content
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for betterment.
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Go like let's create some good content.
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Think about what you create.
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Many people would say, like Let's do 41 K stuff.
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Let's do tax stuff.
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Let's do IRA stuff.
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Great. So here's a cool tool follower wonk.
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It analyzes Twitter bios.
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In fact, there's a better tool that I would recommend
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now called Sparked or oh, look into it.
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It's similar, but better anyway.
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Follower wonk.
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It's also a great tool.
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It's really cheap.
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You add in a, uh, Twitter handle, and it will
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analyze all their followers a bunch of information about their
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followers, and you can see it here.
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You can see where they live when they tweet, what
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kinds of things they tweet which is cool.
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This is my favorite part.
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This takes all the bio information that they put on
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their Twitter bios and puts it in a big word
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cloud. And what do we see here?
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These are the people that follow betterment, their fans of
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betterment. We see love Husband, father, husband, father, sports fan,
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California and New York.
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Now that we know this information about betterment audience, what
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kind of content would you create now?
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Magic Johnson, right?
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He eyes worth $400 million a rod.
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You know he like.
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We got East Coast.
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You've got West Coast tons of money.
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What do these guys do with all their wealth?
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How did they manage their portfolio?
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Imagine if betterment got a little bit of time and
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sat down with them and said, Tell us about your
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investing strategy.
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Heck, why don't they go to Shack shacks?
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A better businessman, maybe even than a ballplayer?
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What is his philosophy on business management on wealth, on
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how he handles his finances?
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That would be fascinating, And that market would eat that
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content up.
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That would be right up their alley that hits the
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East Coast West Coast sports fans that our husbands and
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fathers. What about creating content about how to be a
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better dad and take care of your family with a
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life insurance policy?
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Or how to set up a, uh, college savings plan
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for your kids?
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Right, So many ways to talk to the audience and
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show them that we know who they are.
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And this is what better mints creating just stuff on
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the market and why?
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Why this turbulence?
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And, you know, this isn't bad content, and I don't
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mean to pick on them.
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This is really what everyone's doing.
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What they're doing is they're trying to appeal to everybody,
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and in my opinion, they're kind of appealing to nobody
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by doing by trying to appeal to everybody.
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This should be more in line with who their market
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is and how they speak in