Henry Acosta: Hello, I’m Henry Acosta and welcome back to another episode. Today we have Wayne again of SEO Bites, he is the owner and CEO. Welcome back to the show Wayne, it’s a pleasure having you here again.
Wayne Bucklar: Thank you Henry, it’s a pleasure to be with you again.
Henry: So to kick off the episode, my first question is what is Content Marketing and why is it important?
Wayne: Content Marketing, Henry, is all about the idea of storytelling as a way of promoting a product. So the first part of this is to create your story, to not just announce the product and let it be free-standing but to tell a story around the product, create the content about the product and to publish this. And publishing it online means that you don’t have the normal restraints of conventional media.
Henry: What does content marketing have to do with social media and SEO?
Wayne: Content marketing and SEO and social media are tied tightly together. If you’re going to publish anything in the social media, it’s normally some kind of content marketing and some kind of story about a product or service that you offer the market. And SEO (search engine optimization) is about doing the things that the search engines say you should do to rank as high as you can legitimately in their search results. Now, there are over 200 signals that google uses to as the time where you should come in the search results. This also includes a different set of signals for searches done on mobile phones and a different set of signals where location and geography of both you and the person doing the search are important. But nevertheless, one of the common elements of all of the advice from all the search engines, is that content is king. And so content marketing is about publishing the story and that creates the content and that helps your SEO. Now, there are rules about this, we’ll talk a little while about some of the things you can do wrong but as a general rule of thumb, frequently publishing original content is the best rule you can follow.
Henry: So if we do content marketing, shall we focus on posting the content on our site or somewhere else?
Wayne: There is no one site where you should publish all of your content. A colleague of mine, Monte Huebsch from Aussieweb Conversion talks about the Hub and Spoke Model. So he likes to take a major piece of content, say a video interview, and treat that as the hub for that piece of content and then the spokes that rotate out of it are where that content is repurposed and published and typically we publish our hub on Facebook, Linkedin, Twitter, Pinterest, and Google+. We also publish the content on iTunes as a podcast, on Youtube as a video, on SoundCloud as an mp3. We take the same content and turn it into a transcript that goes on the client’s website and we turn it into a slidedeck that goes onto Slideshare. So all of these spokes go on authoritative sites and these work together to boost the hub and that’s the Google ranking.
Henry: Does content marketing have a significant impact on consumers?
Wayne: We know from some of our clients who have been doing this for every 12 months that we can demonstrate the benefits of this process, regularly publishing original content, repurposed on multiple authoritative sites. Now we know that because if you are to go to Youtube and search for ‘Safety Glass Brisbane’ about half the videos that come off on the first page will belong to our client, Gerry Whelan from Archer Glass in Mt. Gravat in Brisbane. If you go to Youtube and search for ‘Safety Glass Brisbane’ you’ll find Gerry comes up a couple of times in the first page, but if you click on ‘show videos,’ he’ll come up there 5 or 6 times on the first page. Now, how that translates in the business is much more difficult to track. It’s always a problem to find out how people found you, what brought you to mind, lots of times people don’t even know themselves. But we can show you several of our clients where having the videos repurposed and redistributed on a regular monthly basis has pushed them right up the Google rankings.
Henry: So what is the best way of promoting our own content?
Wayne: Content is best promoted in social media I find. We publish stories on those social media I mentioned before, Linkedin, Facebook, Twitter, Pinterest, and Google+ so on and so forth. We have to do it by hand, you can’t do it by machine, you can’t try and fool the search engines and play games, just be legitimate. So we publish on all of those social media a unique story, referencing the video that’s on youtube. This is how we promote the content for our clients.
Henry: Can you tell us what exactly is content scraping?
Wayne: Content scraping is the idea that you can get your content from other peoples’ websites. Now, this is not new by any means, scraping is a process whereby you maybe using another computer to do it. But have the very roughest form and simply means sitting down with you your typewriter or your computer and retyping what someone else’s written about their product and replacing their product name and their contact details with your product name and your details. This use of other people’s content will get your Google rankings smashed. Google tags a very deep view of it, they’re very good at detecting plagiarism, they’re very good at detecting where things were first published and really you don’t need other people’s contents. You’re in business, you know all there is to know about your business, it’s what you do for a living. The problem is lots of people make the curse of assumption, they assume that everyone knows what they know. Now I don’t care whether you’re a landscape gardener or a termite exterminator or an architect, 99% of the rest of the world does not understand what you do as well as you do. Sit down and explain it and there’s your content.
Henry: Again, that was Wayne Bucklar, CEO and owner of SEO Bites. Thanks for being on the show and pleasure having you here.
Wayne: It’s been my pleasure. Thank You.