Content Marketing & SEO
Long-term viability, content marketing and SEO. Now that we are generating that content, so part one was actually creating the images that we're gonna get out there, this is the other side of that, which is creating the text copy, SEO portion, of that content that we're publishing. Make sense? Image side, content side, tech side. What is content marketing and SEO? We're gonna talk about it. So our first goal was to fill the party, this was through test shoots. This was friends and family, target engaged couples, style shoots, purposeful free/unpaid shoots. This was making it look full. We had this marketing plan where we did networking. That's how we're gonna get to that place. The second goal was to pack the line. This is that second goal. This is the other significant piece of where your time is going. So what is content marketing? Well, traditional marketing is you giving up cash to get visibility. Correct? The easiest way you can think of content marketing is creating content asset...
s that in and of themselves are valuable. Those are gonna be the pieces that get eyeballs. So rather than paying for eyeballs, we're putting time into creating assets for eyeballs. That sounds creepy. We talked a lot about eyeballs. The great thing about cash is that it's immediate. If you got the cash and you dump it into advertising, as long you put it in effectively, which is it own entire course in and of itself, is how to effectively use paid advertising, it's immediate. You can instantly get out there. What we've generally found is that the effectiveness of paid advertising is iffy at best. The Knot, paying for $1,200 directory listings. These things are iffy at best. You're lucky if you get one person in a year to come in and pay your prices and hire you. That's our experience. Some that are online may have had better experience, but honestly when you throw your hat in the ring where there's 600 other people throwing their hat in the exact same ring, it kind of makes sense that it's pay-to-play. So the people that are paying the most are gonna get the most, right? It's all about that number one spot. Even number two and number three aren't gonna really get it. And that's expensive. It's expensive to be number one these different wedding listings, or any listing, any directory. Yelp, whatever it is, it's expensive to be at the top of that list. Unless Yelp is obviously by quality, number of reviews, number of this. But they also have their sponsored posts. But in terms of, so speed to effect is immediate whereas on this side, the assets they take time. But conversion rates, this is the beautiful part, your conversion rates with traditional media are dramatically lower. I mean, we're talking one, 600% higher on this side. You are six times more likely to book a client if they look at a piece of content that you've generated than if they look at an ad. Does that mirror the way that you might buy? Does it mirror your own buyer preferences? In the sense of, do you trust an ad as much as you trust an article with a topic or an opinion? How did you buy your latest piece of gear? How did you buy your lens? Was it a friend that told you? Did you ask a few different people about it? Did you read an article about it? Anybody? Do you guys see an ad and go out and buy what you see? Or do you distrust the ad? How many of you trust ads that we see on TV? Come on guys, it's okay to raise your hands. I trust everything on TV, it's all true. (laughing) It's all true. No.
You look at the reviews.
Reviews, you look for reviews. You look for content that backs up your purchase decisions. And that's the exact same thing is that nobody trusts these advertisements. If you paid to be number one in a place, we all know that somebody paid to be number one in that place. We don't know the quality of their work. And that's why your conversion rates are so much higher on this side. Consumer trust is 68% better on the content side. The effective period is as soon as you stop spending money on that side it's done. On this side, you have long-term value. Competitive asset, quality content is indeed a competitive asset. On the traditional advertising side, your competitive asset is your money. So all you need over here is quality content and all you need for that is time and a little bit of writing. The cost in general over time, by the way, these aren't my statistics, this is from iMedia Connection, Aberdeen Group, and Demand Metric. 62% less expensive to generate high-quality content to convert and to create leads than it is to go out and advertise for them. So what you should be asking right now is how the freak do I go create good content? And that's what we're gonna talk about. What is SEO? This is search engine optimization, which basically equals visibility. Going into Google and being able to type something and seeing the result from it. So preparing your site to be visible in a search engine is search engine optimization. Content marketing plus SEO becomes your long-term asset because those aren't the same thing. Creating a valuable piece of content is writing an opinion, writing a review, writing a piece of education that has value to somebody else. That's step number one. The SEO portion is making that visible to a search engine. Does that make sense? Those are two separate things. So all we need to do to create our content, steps to a long-term marketing assets, is to understand the basics of SEO, to craft that content, and then we're gonna take the best content to turn it into PDFs for lead generations. We're gonna create an automated email funnel. These are steps beyond probably your first year, maybe even your first two. So I'm gonna leave these in here as future thoughts, but it's beyond the scope of what we're doing here. But right now, we can definitely understand SEO basics. We can teach you how to craft great content so you start generating leads. Eventually, two years down the road, figure out a way to capture those leads better. You'll be able to use them right away. Okay, we have a workbook for ya. Page 10, content. This is what it looks like except not in paper form. It has different tiers on it. So basically, there's a lot of content you guys can create. This is gonna be driven back to your personas, okay? But we're gonna look to create, by the end of 12 weeks, this will make sense to you in a minute, tier one and tier two content. That means your home page and one page underneath your home page. This content worksheet in your workbook is a listing of ideas of content that you can create right now. You need to choose based on your personas.