Go! Hello everybody, welcome to Episode six of The Bam Creative Show! I'm Jess,
Digital Strategist at Bam Creative. I'm Richard, Digital Producer at Bam
Creative. I'm Josh. Business Development Manager. Hey guys.
Today we're gonna be talking about content marketing and what is it? Why you
should be using it and the different types of content that you can be using for
your brand. Who would like to... shall I actually just continue? Just roll with it, Jess. Thanks guys, for coming while you watch me handle this.
marketing is basically content marketing and content what Richards gonna describe
sure so what is content marketing well Jess how would you define content
marketing is the I suppose the engine that keeps all the content and message
of your brand going and so it's a really different in terms of social media
content where you might just be posting an event every now and then content
marketing is based basically content creation for your brand matching your
business objectives and your message and connecting with users so basically
selling to your customers even while you're sleeping which is really I mean
it can I just keep thinking of Mike because Mike does it really well but
anyway and what sort of forms can it type in what some examples of the sort
of formats that we're talking because it's different to other sorts of
advertising yeah so like content marketing it's a really time consuming
and that's why a lot of people find it really difficult to do so there's I feel
there's three ways of doing it so it's the audio in a podcast for example
visual so the photography or video or written content so an article blog post
maybe an interview transcribed or something like that I mean that they
really like the basic forms of content but they can be split into heaps of new
sub categories yeah Josh what would you say the benefits are in content
marketing you know about other sorts of marketing cool I would say the benefit
is that provided you have incredible content and develop you deliver great
value and the information you do create then it makes sense that if somebody is
naturally inclined to say be more receptive to a message of favors into it
through audio versus if they read it or if they watch it then it is almost like
in a way if you're looking to provide people with a better experience or you
know increased knowledge about a certain topic or challenge in their life then it
makes sense that you should make it as easy as possible for them to to absorb
that content and so that's why I think repurposing the content in two different
forms really takes care of that you can take a
simple piece of content you can like we're doing now with the podcast and the
video so essentially there's a two core pieces of content but if even we took
out the podcast Mike we'd still be able to get the audio from the video and then
we could be able to publish both the audio the video and like we do for them
ourselves is create the show notes and maybe even go to the extent of doing
transcriptions but doing that really caters to three different modes of
learning and yeah it's about covering bases and getting more people knowing or
hearing about you your key message so that it can better position you or in
this case position bam creative is actually knowing what they're doing not
simply saying hey this is a great idea and then once you sign up to a service
we're like we're not probably going to do anything with
because you don't actually know what we're doing versus what we're doing
right now which is going through the actual implementation process of
developing our core content repurposing them into different forms of content
read disc reading that and two other platforms online with the intention of
being getting in front of more people but then also of the back of there
having some enduring benefits like increasing our search engine ranking by
having more content out there that's keyword targeted and and again just just
allowing ourselves to provide a very different experience compared to a lot
of our competitors it's really interesting because the whole motivation
behind Qin content marketing can be different depending on the brand so for
example ours it's very much about boomin because we've been around for so long
since she doesn't - and you know a lot of us like I've created my first website
when I was like 11 I'm 21 now anyway yeah but it was 20 years ago that I
create my first website and a lot of people have been in that industry for a
really long time so we feel very confident to position ourselves as
experts in our field and that's a big driver for a lot of our content
marketing what I am 22 anyway yeah so that's really the big motivation for our
content as well because we but a lot of other businesses and brands may be using
their content marketing in a very similar way to present themselves as
experts in their field so yeah like a few brands that do do you guys know you
know the people that do that really well currently in terms of everything was
just really really increasing content yeah like using content marketing to
position themselves in a certain way yeah cool so TV web and movie web online
brands that providing a large amount of content on a daily basis so they're
Everage I think it's between
living in maybe 16 or 15 pieces of what daily Wow don't lean so there's just a
few if you go to the movie web website you'll be able to seeing shadow to move
you would love to work and so you'll be able to go through and you can see on a
daily basis how many articles are being published on on their website and then
as a follow up from there all of those with all those articles are being
promoted on Facebook yeah so they're really hitting in Boots given that only
you say I don't know if I've to maybe 11 percent are going to see who are
organically following a page you're going to see any of the content so by
just putting out so much additional content they're really seaming ourselves
up for success because and you can go and google it right now or even on
Facebook to be searching movie with you go through you'll be able to see the
number of followers but you'll also be able to see the frequency with which
they post content and so there's a real really good example of them still being
in the front of people's minds and it's not even in followers right because
mostly it's going to be a case of their followers liking content and then or
commenting on the content and then that's going to lead other people seeing
it yeah so yeah that's a really good one that I can think of and then there are a
number of any marketing brands and I know I like the idea of because I
suppose people always think like social media marketing is content my theme
actually isn't but I like the idea of I'll come back to that and explain the
difference of content marketing as the presence because you're hosting its and
you control the narrative which is something we talked about on the first
episode which is do you even need a website so you do need a website for
effective content marketing so essentially being the narrative of your
brand telling your brand story and then you would actually utilize social media
platforms to spread that message so whatever it is that you're talking about
you would use it to the content over time and to continue to
spread that message and make sure that it's something about you which is
something that we always ask ourselves as well like for we're repurposing the
content that we've already created because we feel like it's going to be
providing value to people we're also asking ourselves again is this post so
for me it's going to be creating value father's because it just kind of leads
back to the greater content strategy that we have as well which is providing
value father's I mean that's pretty much our primary goal yeah I find that really
interesting though like the amount of content that you can actually create
from one piece of content it would be insane and we talked about this I think
in the last episode in terms of creating contact and Instagram and how to use
curated and original content to kind of pad out the calendar a little bit but
yeah creating one piece of content can actually create endless amounts of
pieces of content for you and your brand to continuously tell your stories I
think at the moment oh of course so we we create about looks like 40
pieces of additional content that we publish on different platforms currently
and yeah so that gives you an idea and that's just from one episode for example
so that kind of gives you an idea of the possibilities of taking a piece of
content and taking parts of it and spreading that and different on
different platforms to communicate different message provide value each
time so yeah really cool it's good if you can repurpose content that's great
if you can create a video or you know that's fantastic you don't necessarily
have to do that you can just start off with a blog as well crazy like a that's
in the yeah I guess there's different levels that you can get into and it has
to reflect your business as well it has to be like you suggest has to be
actually engaging to your audience can we can you show your example of how
we're doing that for sure I'm so just yeah just the gist the process not the
reason for the campaign interesting sure no no so I mean at the end of the day
it's to get traffic and improve search ranking
okay and a lot of content marketing is like that I mean if you take someone
like miles per hour managing director he likes to write this blog posts so he'll
talk to you about 6q you know some of our side projects and how important the
blog is and you know the the long-term benefits that can have for any website
so we always push that to a different clients but I'm in this case this client
had an existing website and they just wanted some search it should help so
we're wrong and they don't have a blog / site they've got publications but we can
work with that and we're just working with them to find appropriate websites
where we can you know basically leverage you know their story and just reach new
audiences and find new traffic back to their website this is really interesting
about your client as well because so everyone has like their own drawer to
whatever type of content they like to create so for us initially we tried just
doing written content and that was the only time and now we've gone to audio
and visual and written because we find written is a lot easier to do after
we've done all this stuff and with that particular client it's just feeling out
the situation so we've said you know have like you can record yourself
talking and a lot of people find that a lot easier than writing because while
they're writing they might want to re-edit writing you gonna get crazy it
takes a long time but just speaking on a topic that you know you're really
comfortable with can help us then create the
as well being written content and I mean you can even probably repose that
content as a podcast if you really wanted to which is really cool because
you know I think a lot of people are getting into audio at the moment I don't
know about you guys I love listening to podcasts pretty much all the time even
when I'm working just which is so would you say that you know sitting down to
actually write a blog post can sometimes seem harder than just finding a mate and
talking about as you killer you know issue any kind of issue out of a hat and
then listening to the transcription and then just running what was that yeah I
mean I I find that it's actually but I like to kind of talk it out and then
write a post because this is just me personally but you finally listening to
the audio listen back to the audio sometimes when I'm writing the post I'll
think oh there's something that we were about to touch on that was actually like
we didn't quite get there because maybe maybe like rich and Josh collectively
interrupted me and then I feel like okay that's actually are really good things
and I'm your body in value again like that's actually a point that I wanted to
talk about so I find that's really helpful and then go yet going into a
little bit more detail and I think it's the hardest thing as well as actually
when you're writing content is planning it out but you already got the audio
individuals already kind of find out for you
so find that a lot easier so easier but I find that yeah a lot of people do get
turned off by the prospect of writing blog posts I mean we've experienced that
a lot it's pretty fun and sometimes like that's the thing like you're gonna
choose whatever comes naturally really why riding mm-hmm yeah people up
speaking and so basically it's giving people I guess you'd say content
marketing is giving people options to generate content in ways they want and
people to also receive it and digest it in my say a bit more come forward yeah
but unfortunately guys like the biggest thing right now it's video and audio
like I'd like to be romantic about written content cuz that like I started
blogging when I was seventeen which does we know those five years ago but you
know I'm sorry Karen yeah yeah
but yeah video and audio is where it's at because like people are you know
trying to consume content really fast and you can't really do that with
written content it depends on the written content cuz you know we can do
slides or something like that which can you do content one size chunks which is
another way you can do written and after just doing an article but um yeah super
fast so audio-visual is what I list a nice anchor how about you guys have you
heard of income but I think it's got a really cool like thing on their app
where you can listen to stuff one-and-a-half times faster and I'm all
about that like I'll just listen to audio really fast but I love audio but
it kind of just need the point you just need the points right away yeah
so as long as it matches with who you're talking to
move your marketers then yeah I think it's worth you considering whether you
can use video to separate yourself from the rest of those computers in your
industry and then after there it would it should help yourself on being as
unique as possible obviously
I would love her to do a podcast because I just think she's very uncomfortable
being on camera very uncomfortable recording herself she's super
comfortable with writing a humongous long blog post dr. Cowan it was really
cool and awesome actually I really loved that but yeah it's all about yeah and
then I think the only way you can know so this is your comfort and then there's
also the enduring benefit it'll have for your audience
so if yourself like you see if this person loves writing over podcasts
content like if she is if she is the the marker of the industry we're like
basically everyone in that space nobody is producing content like on podcasts
yeah and if all the audience would have be turned off from having audio content
to consume then fine but also if that person in their own security is in
comfort zone also sees that there is actually an opportunity for her audience
to get more value from podcasts then like you say that there's no issue
whether you've been going from this great high quality blog post and then
her just getting like a ghost speaker of somebody like that to record the podcast
on her behalf and then yeah she can be able to ever podcast called podcast
content really available to people I'm he's saying that but so you're basically
saying that if no one else in the space is dominating that like if not if
everyone's just kind of doing like one blog post yeah and no one else is really
doing podcasting video it's probably to your benefit to actually get in there
and do something cuz you be like the first so you can do it really well so if
you're quite comprehensive in terms of you making sure you're offering people
value making sure that you know you're publishing your podcast on iTunes and
SoundCloud and whatever platforms you want that's actually what I'm saying is
like if you've never tested it yeah like do it let it crash and burn and then be
like I know this perfect versus somebody that's like yeah but you may find it it
may not be say your your normal approach to doing a podcast so your your initial
assumption of what the podcast should be yeah and then eventually by say polling
or interacting with your audience they could just be a client base initially
then you might get a bit of sense of are you actually I probably I wouldn't
normally listen to what cast but if I've talked about this main issue or if it
provided me with this kind of information that I could really benefit
from then I would I would get into it and also you know maybe they have their
own preconceptions about what a podcasters are one of a video channel is
so addressing those things really helped you again to redefine your self in that
space and help separate you from all from everyone else but yeah we touched
on one interesting point though Josh's how would you actually measure whether
or not you're doing a good job doesn't have to be honest about John oh he gets
it every time what do you think what do you guys think in terms
and playing these piece of social power our content is in marketing where they
can have crossover I would say YouTube is a social media channel run if another
thing for the question if you've put if you poured your heart and soul into an
hour and a half you know a video of you you know doing what you love talking
about what you love yeah I guess you can measure how many people played it right
and you can you can get a feel from the comments as well but in terms of
podcasts you don't maybe it's not so easy to track edge blog posts generally
don't convert into sales straightaway so how do you and you get a feeling let me
just interrupt you because I think the whole thing with content marketing is
it's like a really huge brand awareness all I'm like we talked about it's really
hard to but you actually talked about how it is very difficult to measure the
ROI it's super hard so if we're gonna get all airy-fairy time but then of
course there are a myriad of other metrics that you could be looking at and
you can depending on the platform but yeah so just if I could ask you what
would be like a digital goal but you would sit up for something like a blog
post well I think in terms of written content
my biggest goal would be to increase the returning visits because like if I'm
creating content for a different cycle like in the bycicle for example maybe
other night but yeah so fun creating content for different buyer cycles I
want to know that people might be coming back to see that content again right so
if I'm creating a piece of content that's supposed to be educational in
some way and that you know people are referring back to it then kind of make
me feel a little bit good about it but I'm probably providing something about
people are continuously coming back for and again that's only really content if
it's like yeah if it's a reference point if it's educational if it's something I
want to keep coming back to yeah we look at if we look at in a bubble I probably
add to that by saying my main objective if we're putting out a blog content yeah
would be to get the email address something yeah because then I can
increase the likelihood of them coming back as a returning business rule
because my next blog article will be promoted and the email newsletter or the
email notification that I send out so yeah and then I would also make sure so
I would ensure that there was was a clear call-to-action in the blog post
depending on the topic the topic may very well be to give any other updates
about this particular pain or pleasure point that you relate to as a prospect
sign up to this newsletter and so that would help me to to better control yeah
I guess my reach because the thing is like what do you have the email address
it gets a little bit easier it'll be like a phone number and what if you were
then repurposing that content on us we interrupt her really no I didn't I was I
was drawing in breath but um yeah yeah no repurposing content I think that's a
little bit different I think you you can you've hit the nail on your head guys
when you say like there's just this amazing efficiency in doing one thing
and then having 40 pieces of content yeah and you know you can you can
repurpose the hell out of that wherever you want over the internet for different
reasons some different social media networks and which means you've got a
lot of different goals there but it's it's cross population it's it's all
working towards a brand awareness like you say reaching your audiences and then
yeah driving hopefully driving a bit of traffic to where you want them as well
so I guess their goal you know for podcasts would be to get some
subscribers or his views you know that sort of thing
you know and obviously you know you do the showing of its every week there's so
much written content there then you know you might have missed something in the
audio so there's value we had that so you know if anyone's actively seeking
that out and spending the time to read that that is a goal I think Thomas ah
yeah these are these are girls as well there's you know you know it can pounce
week to week yeah it's not a question but oh I can't remember it now so can we
please talk about just in the short time in this super short time I don't think
it's literally been five or six weeks since we started at this podcast and we
we've barely even started our little like repurposing content schedule
another can we please talk about social media metrics that we have come across
in the short time that we have been publishing sure no worries me an email
jobs in the other day so you're kind of basing it so why don't we just start
with Facebook what's happened with our Facebook profile okay so was this a
10-week period compared to the previous ten week who is there Josh no like this
is Tim literally like one month computer all right oh okay okay so I felt like
the 22nd of June 2 2009 to August and then you know the same period from June
to mid July so let me just said a lot we've prior to this we actually had
we weren't doing content marketing actively in this sort of schedule that
we have now especially not with the pillars of content that we're currently
engaging with so this is just from the podcast and downcast so Facebook trend
figures grunt next all right it's gone
I'll see two hundred twenty two percent Britain is three hundred and twenty two
percent that's pretty amazing that's Instagram traffic growth now this
is mostly just as real number that's a real presume that's a real 1800 and
that's most of us actually which is pretty cool which is and then LinkedIn
traffic growth of thirty two point five percent which is pretty awesome
considering that we weren't really engaging very much with LinkedIn prior
to that and then which we like we recognizes a huge opportunity for us
yeah so in writing the campaign doing like we've done this is the go Specter
testing we had we had a hypothesis in mind before he started content marketing
we had students digital goals in mind most of them are unengaged and then now
I have to enter the first month we're seeing some stats coming through and
then we're going to pivot which I'll talk about end of you guys hearing the
stance but yeah yep and then Twitter session pretty much the same I think
that's been good a lot of our audience are very much um I think they're very
much into headlines and then you can see yeah but I don't think that's keeping
our audience I think that's Twitter I mean because who knows very much about
headlines and sharing in the morning I think it's very difficult yeah and
like it's really interesting because at the end of every show we always ask
people to tweet us but we probably get more response in our emails and Twitter
and I think that's just it's weird but it is it very much like it's a very
boring and you know there's a little wallflowers at this cocktail party
because no one's really talking to us a lot of brands don't realize it for that
reason which is pretty cool but I just think it's hard to have that kind of
like that's fantastic Wow which is pretty cool so we have to shut down a
YouTube channel they don't want to break you too
not another like it's not many it's not mail today but it's kind of interesting
to see this because again like we haven't really been going you know
publishing calendar yeah it's just kind of like dipping our toes in the water so
it's just interesting to see this kind of mini explosion in that time on social
media as well so that's kind of like how it just goes to show you that you know
from one piece of content and refocusing the pieces of content I can see Josh
like what we need for that he wants to either say no no no I was just curious
about like to put it in context how many channels have we used versus how many
we've we've put in the the entire schedule you know like because you you
just you did pull it back a little bit yeah so like just for everyone watching
so they can understand look these the amount of channels of these are the
channels we're actively using there's no ones that we plan to
using other big ones for example so Facebook Instagram Twitter and actually
know where actually I'm using it now the really interesting thing about LinkedIn
is my I suppose ignorance of LinkedIn I basically ignored it for a while just
because I thought that you know it wasn't very interesting and people
weren't really interested in what we had to say on LinkedIn and I kind of
dismissed it and again I just from your advice you know just talking about
trying things out and seeing what happens from it and just even utilizing
the do now I've actually decided to ramp it up a little bit um a little bit more
it's weird though because it depends on what what what content is suited to what
platform yeah it's like for example I don't know how old video does on
LinkedIn at the moment because I have only published a few on there so I need
a bit more data for that ok so in the future I would really love to implement
a few other platforms ok yeah sure I really want to implement anchor because
you know that I have I'm like in love with anger and anger is basically a
podcasting platforming you can podcast five minutes at a time so it's like
really short snippet so you know it's almost like snapchat for a podcast
because they disappear within 24 hours from doing anchor here like just started
yeah oh my god but the thing I love about you is that people can call in and
then you can like repost those call ends and then Anna's boom which is really
cool because it kind of gives you no really live aspect to podcasting which
is awesome people can things like that there's other video
platforms that we want to engage with is also repurposing a written content into
slides so you know passing that value on to another platform so being Google
slides and LinkedIn slides which would be really cool but yeah like I said
because everybody just sort of started doing these is kind of figuring out our
internal process and how long things take here and how we can do things fit
off and and once we're feeling it
feeling stronger like Britney Spears like stronger than yesterday type that
in there but yes once I'm feeling a bit more bit stronger we can start
mentioning other platforms as well and testing and seeing which so tell me
about the pivot was that LinkedIn you just Laurie pivoted before you know it's
good you meet you Instagram is one and then there are a myriad of others oh my
god sorry Instagram stories there's a lot of woman
splaining going on here today interruptions but no like I think one of
them the other wasn't think about is there what underpins the entire content
marketing strategy is that we're actually coming to the market with value
or of what we feel this value and some of the initial feedback is positive and
that regard so there's what we're going to use to to continue or to validate
what we're doing currently and continue doing that so you we don't want to paint
the picture that you can really you know you can hope to paint poo and then take
pictures of it and plaster it all over the net it has to be great content that
people are going to be really interested in and then from that perspective you
can go like 40 pieces of content or 70 pieces of content but just get it out
there you haven't heard the same and so it's really it's gonna be critical like
for your own strategy and that's why for us we've gone through and we initially
had certain certain goals in mind but in looking at all our stats we're like cool
we need to we need to be mindful of what percentage of of people who are
geographically say located in Australia are consuming our content and especially
Western Australia because it's alcohol target audience
other things like just making sure their tracking set up for for other say second
or third tier goals for when people are interacting with that website so we can
monitor that and then ideally see improvements over time but yeah it was
really going to help us to go from strength to strength so it's a positive
uptake initially and I don't expect that that growth curve to necessarily state
over the preceding months but what I do see is that there's going to be
significant a significant improvement in engagement and then also we will stop
we'll continue to see the slight growth over time once we start introducing
newer channels and then just making sure most importantly that we're tracking
everything we can track so clicks back to the website from various channels or
various sources and mediums it's going to be critical to us knowing ok Paul
this this channel here is really good for engagement versus this one which is
actually quite positive in terms of conversions and so maybe we should be
scaling up our activity on on the second channel and ramping or providing
different types of content on the first one so that's when we can really get
quite calculated yeah
creating content for a different buyer cycles of Jo and then matching those
goals to this buyer cycle surely someone's you know interested in
Instagram marketing for example and they're gonna search about how to create
an industry marketing strategy they might come to our site and then we
actually have goals that uppers to you know because they're learnings about you
know they're trying to figure out what their solution would be so then we have
goals set up for that and then if they're a little bit more specific in
terms of you know coming up with an actual strategy like what would be
included in an Instagram marketing strategy then there's you know that's
like the consideration set so there's that and then
of course actually the decision cycle as well as those vehicles that you can map
to H as well so what about tips like one tip for people that are listening so if
your marketing manager if you're a business owner you're contemplating how
need to look at digital marketing yeah
love tools love tools get some tools out first especially with content marketing
for example like trolleys are really good to use that can be service calendar
because then at least you can sort of as you're creating topic ideas for example
you can start planning out when it's gonna be published what needs to be done
the roles and processes of actually creating that content because that is
just as important as actually creating and publishing that culture do you like
utilizing tools is my big thing on that note tools you don't have to spend a
whole lot of money you can record video on your phone you can edit it on your
computer with free software so get into it give it a go awesome and then mine
would be making sure that you're really on point with the type of content making
sure that it is audience centric as possible so there are a couple there
they're about 10 questions that I've gone through the past with previous
clients when it's come to creating new content and these 10 questions are
actually from direct response copywriter Dan Kennedy so what I'll do is I'll
probably just get you will just post up the ten questions on the show notes and
if you read through those and if you envision cool I'm sitting down create a
content and I go through all these questions they're gonna be really
they'll help you to get a better understanding of oh cool this is what my
clients are currently going through all my prospects are currently having
problems with so that would be mine as well yeah thanks Gus okay just
I can't other things thank you so much for watching it's
listening to us today we really appreciate your attention and as usual
you can always ask us any questions emails podcast at band or come to a you
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