Sketchy Ideas

Sketchy Ideas Episode 28: Why Your Content Sucks

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3:08 Diving into content

  • Brad has been working in the marketing field for around 15 years
  • Helped produce a kid’s Triathalon training program
  • The content was guided towards the parents letting their children join the training for this Triathalon with teen-aged kids
    • Local content marketing

      • 5:15 Content Structuring

      • Many people say, “my content isn’t doing what I thought it would be doing”
        • Probably because they aren’t structuring it properly
        • Content growth has been exponential
          • The internet has been evolving
          • Content has become much more important throughout the years
          • Content doesn’t need to be perfect
          • 63% of companies don’t have a content strategy
          • Relevancy shifts on social media
          • 4 C’s of content
            • Create
            • Captivate
            • Community
            • Convert

              • 8:25 How content/social media has evolved

              • SEO was frowned upon
              • Mobile was thought of last
              • Multiple platform content
              • Magazines coming every quarter instead of monthly
              • “Content is so critical to the mainstay of a business” -B

                • 10:30 Content Measuring

                • 62% of business don’t know how to measure their content
                • “Content is just a math equation” -B

                  • 12:07 Three major areas

                  • Is it timely?
                  • Is it entertaining?
                  • Does it drive value to your company?

                    • 13:22 Diagram Brad likes to share with people

                    • Your business has layers (Main core - sole of footprint)
                      • Storefront
                      • Office
                      • Website

                        • 15:45 Funnel content

                        • Using drivers to get customers into the funnel
                        • TOFU (Top of funnel content)
                          • Just finding out about your business
                          • Surface level
                          • Gaining their interest (entertainment value)
                            • 61% of google searches are on mobile devices
                            • MOFU (Middle of funnel content)
                              • Beginning to learn more about your business
                              • Understanding the framework and traffic to see if it works for them
                              • BOFU (Bottom of funnel content)

                                • 18:15 Beepods Example

                                • Internal client
                                • Beekeeping Company
                                • TOFU
                                  • Content showing how bees are cool
                                  • MOFU
                                    • Get them to subscribe along the way to our email list
                                    • Get them interested in bees
                                    • Will it work for them?
                                    • BOFU
                                      • We have solutions for you
                                      • Let us help you get started

                                        • 19:15 How to build content

                                        • There are 4.66 billion active daily internet users
                                        • “There is a supercomputer in everybody’s pocket that has the answers to their burning questions” -B
                                        • How do you make your content stand out?
                                          • No simple answer, but there is a process

                                            • 23:30 How to get topics

                                            • What is the goal of your company?
                                            • You probably have a topic that fit the goal that you talk to your clients about
                                            • Main goals of your topics
                                              • Does it add VALUE?
                                              • Will it be ENTERTAINING?

                                                • Full Show Notes Here


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