Wise Content Creates Wealth

Our guest for Wise Content Creates Wealth Podcast is Michał Suski, he started his SEO career in 2016 as an intern in an agency. A year later, he became a team leader and got promoted to Head of SEO position the following year. In 2017 along with the agency’s CEO and his brother Lucjan - co-founded Surfer, the content intelligence tool for SEO and Content Marketing. He has been evangelizing the product and data-driven optimization approach ever since. 

Our host Joseph Franklyn McElroy and our guest Michal Suski will talk about who can create optimized content and why the answer could be everyone.

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Joseph goes in depth on what wise content is, as well as giving examples of how creating wise content allows businesses to gain opportunities to expand and grow. He then gives a bit of current news on Google phasing out the use of third party cookies over the next couple of years. Joseph also goes in depth on what are the best opportunities to grow your business through search engine optimization (SEO). Joseph then introduces the guest for today’s episode Michał Suski, who is the co-founder of Surfer, a content intelligence tool for SEO and content marketing. Michał goes into his formal education, how he has a degree in forestry, and his journey to getting a job in the digital marketing and SEO industry. Michał explains the inspiration behind Surfer, and how it was originally created for another agency, but with the help of his brother Surfer was able to break out as its own product.

Joseph explains what SEO is exactly, and Michał expands on the definition, as well as how Surfer works with people to improve their SEO ranking. Michał also discusses webinars he has held where he helps people correct the SEO mistakes they have made while creating their websites. Joseph and Michał discuss how it took almost a year after the inception of Surfer for him and the other founders to pivot from working on Surfer past time to full time. The two also discuss the importance of being data driven, and how Surfer works with picking the brain of the biggest algorithm out there currently, the Google algorithm, reverse engineering the algorithm to best help it’s clients improve their websites to raise their SEO ranking. Michał explains in depth how Surfer reverse engineers the algorithms to satisfy both their clients and the algorithms.

Joseph and Michał discuss whether or not content still matters in SEO, and Michał brings up the quote “you can not rank a page that does not exist”, which he agrees with. The two discuss the nuances of content, and what content is necessary beyond ranking purposes. Michał discusses what is considered content in SEO terms, and how that has evolved recently since he first began working in SEO. He explains how link sharing used to be the most important aspect in ranking a website, Google ranking now looks for a more well rounded website. Michał also goes in depth on what Surfer does and the different tools that it offers, and how each of them work. Michał explains how while Surfer is an incredible tool that people can use, it is not an autopilot service and people will be disappointed if they go into the process expecting the software to do everything for them.

Joseph and Michał discuss how Surfer stands out compared to other similar softwares in the industry. Joseph makes a point on how Surfer has recently won an award, and is one of the top softwares currently in the industry. Michał explains how the content editor is the feature of Surfer that brings in the most clients, and how that the content editor is one of the most advanced writing assistants available currently. Joseph announces that he and Michał are going to be uploading a demo of Surfer to the Wise Content Creates Wealth YouTube channel.

SEO reporting plays a critical role in developing a strong digital marketing strategy. Collecting the right data and knowing how to sort and understand the information can let marketers know what efforts bring customers and what areas need improvements to provide a quality ROI for the company. This is when SEO reports become a critical part in your SEO strategy.

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Joseph explains what Wise Content is, as well as different examples of how he had used wise content in his professional life. He then introduces the topic for today’s episode, reporting for search engine optimization (SEO) success. He explains how many marketers in the modern day aren't making use of the data and marketing analytics that come from their marketing campaigns. That this data is incredibly important, and can help someone better understand what parts of their marketing campaign are working and what are not. Joseph goes in depth on why it is necessary for a digital marketing team to make use of marketing analytics and SEO data to make one’s digital marketing as efficient and effective as possible, bringing up examples from clients he has worked with. Joseph brings up the different benefits of making use of marketing data and analytics, specifically the detailed information that allows someone to know exactly who their audience is and what that audience is looking for.

Joseph discusses how recently he has been making changes to posts online for his company, and through the software Brightedge he is able to see page visits, rankings, and interactions online. And, through this software he will be able to see if any of the changes he made to the site or posts on the site had an impact on the amount of visits or interactions people have had with the site. Joseph advises people who run smaller websites to request Google to reindex your site after you did something big to your site, as your page can rise up in the ranking in the search results. Joseph also discusses how for many sites when you are creating them forget to allow for Google to reindex them, which in turn causes their site to not have a large reach, and advises one to make sure they allow Google to reindex them when they are launching a new website.

Joseph discusses the stigma against SEO in the corporate world, and how digital marketing typically has to constantly fight to prove that SEO analytics is an essential aspect of digital marketing. He explains that because of this stigma it’s even more important to have data to back up the importance of SEO and creating content for SEO purposes, which is why software like Brightedge is so important to make use of during a digital marketing campaign. Joseph discusses reporting in terms of digital marketing, and how many companies in the modern day want monthly reports on how the SEO is either helping or hurting them. Joseph focuses on telling a story through the data report, and how certain decisions and changes to the digital marketing impacted every aspect of the campaign, including page ranking, keyword ranking, etc., as well as any goals met and missed. When creating these content reports, if you create it like a story it explains how through SEO one can find out their audience, what their audience wants, who their competitors are, and what those competitors are doing.

Joseph goes in depth about websites that link to your site, as well as the sites that you link to on your site. He explains that while it is important to have high ranking sites link to your site to raise the rank of your own site, it is just as important to figure out what the balance is between all the different types of sites that link to your site. Finding this balance is important so that you can compare what kinds of sites link to you and the kinds of sites link to your competitors, so you can make the changes necessary to successfully compete against your competitors. Joseph continues to discuss technical SEO, and how small errors on your site, such as duplicate data, meta tags, or no schema could be detrimental to the outreach of your site. He goes in depth on how to make sure the technical aspects of your SEO are as effective and efficient as possible for your website.

Today's guest on Wise Content Creates Wealth Podcasts is Danielle Strouther, she is a Product Marketer at digital marketing Adzooma, with years of experience copywriting and creating content for Search Engine Journal, PPC Hero, Techopedia & more. Away from a screen, you’ll find her working on crafty projects or dancing around a pole.

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Joseph introduces today’s episode topic, “how wise content avoids content overload”, and brings up and discusses recent news in digital marketing and search engine optimization (SEO). Joseph introduces the guest for today’s episode Danielle Strouther, a product marketer at digital marketing Adzooma. Joseph and Danielle discuss both of their creative sides, and how they both find themselves trying many different types of mediums for art, with Danielle focusing on dressmaking currently, and Joseph focusing on mixology and cocktail making. The two discuss Danielle’s formal schooling where she received a Film studies degree, and Danielle explains the meaning behind her thesis of contemporary American television, in the form of Game of Thrones, Sopranos, House of Cards, and other shows in the same vein, as well as the risks these television programs took, and what was considered an “acceptable risk” to their audiences. Danielle explains how she ended up where she currently is in her career, at Adzooma, when she started out with video production. She also explains her favorite blog post she has created for her job, which was a piece on working from home, which was featured in Forbes.

Danielle explains what content overload is, the idea that everyone is surrounded by content almost all of the time, and that the amount of data we interact with becomes overwhelming. She continues to explain how it is an almost immeasurable amount of data and content that is created every day. Joseph and Danielle discuss whether or not content overload is bad for business, and Danielle explains how it is both good and bad for business, as it is difficult to get people to pay attention to one’s business, especially if they are a small business, but it also provides more avenues for people to pay attention to you and your business. She uses TikTok as a perfect example of content overload, and how there is so much content available on the platform, but it isn’t a constant stream of people looking at your content as it is difficult to break through the barrier of content overload. The two discuss the differences between wise and good content, with wise content causing people to take action because of the content itself. Good content will provide entertainment for people but after they’re done with the content, that’s it. But, with wise content, people will interact with the content, and will either share the content, share the creator, among many other actions. Joseph brings up timeliness, and how that is important in creating wise content, bringing up the example of the success of his recent article his company created on SEO for Tourism. The two continue to talk about blogging, and how even though the blog is oversaturated, it is not dead and still holds potential for digital marketing.

Joseph and Danielle discuss how to battle against content overload as a marketer, specifically to find your niche and find your value. She brings up the example of successfully finding one’s niche and value, through an art supply box she subscribes to, and how they use very limited social media platforms, but continuously use a call to action with each post they create. They were able to create a community around this ideal, always providing a call to action in their posts, and are incredibly successful with their content. The two continue to discuss wise content, and Danielle brings up the point that stretching your business thin through every social media platform possible is not as helpful to your business as creating valuable content on only a couple of social media platforms that caters to your desired audience. Joseph discusses keywords, and keyword research, and the two agree that keyword research is still important in SEO and digital marketing. The two discuss that the mindset of building your content around SEO is not as helpful to the value of your content as using SEO to add to your already completed content. Danielle explains that good content goes hand in hand with SEO, and that SEO should only be used to add to the value of the content, and more add to the backlinks and organic reach, rather than basing the content around SEO only.

Danielle explains how she uses wise content in her role as a product marketer, that she focuses on existing customers, to have them use and interact with the content, specifically bringing people back to continue to use Adzooma. The two continue to discuss wise content, Joseph bringing up the example of a company that made lab utensils, that started producing zombie videos as content for them, as through research they found that their customers loved zombie videos. Danielle explains how creativity shouldn’t stop after a company gains a customer, and that one should continue to create content for customers they already have as well as customers they haven’t had yet. She gives advice to companies that instead of creating a large amount of content to throw at the wall and see what sticks, they should take a step back, and evaluate their audience to be able to create wise content. Joseph and Danielle discuss AI and how Adzooma makes use of AI in its programming, and how Adzooma continually develops the AI they use.

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Joseph introduces the topic of today’s episode, AI automation and digital marketing, as well as his guest for the episode Eric Vardon, a successful entrepreneur in technology and AI. Eric gives a short history on his career leading up to the present day, as well as his time directing for a youth roller hockey league. The two discuss how Eric was able to grow and expand his agency following the 2008 recession, which focused on the math behind marketing, explaining what their marketing budget should do, and what to expect from their marketing plans. He explains his agency’s goal is to give a business model to marketing, and saw great success through this goal. The two discuss Eric’s packaging of his services, and Eric explains that they focus on the different variables to best package his agencies services, and through this was able to get a holistic view of the consumer. Joseph brings up the point of customizing package services after already starting a campaign with a new client, so that after they see success through a predetermined package, they are excited for a customized package. The two discuss trying new things with marketing for clients, and how it is important to balance what is already succeeding with new techniques, so that one doesn’t accidentally ruin a relationship with a client through a failed attempt at a new marketing technique. Joseph and Eric discuss how Eric has adjusted his business throughout the Covid-19 pandemic, and how realizing that operating under Covid-19 is a possibility post-Covid-19, in the way of running a business virtually.

The two discuss Eric’s inspiration to start his new business, Morphio. He explains how exciting it was to start a business, and how he noticed in his previous business ventures he saw that his employees have become burnt out and under utilized through doing menial and repetitive tasks. This observation inspired him to create AI software to take care of the menial tasks, so that he can have his team work to the best of their ability, thus Morphio was formed. The two discuss the Search Engine Optimization (SEO) aspects of Morphio AI, and how the AI identifies and matches keywords, as well as recognize what changes to a web page impact the organic rank of a web page the most. Eric explains why it's important for agencies to use predictive analytics, and how its importance lies with budgeting and forecast the opportunities at hand, to provide suggestions to the campaign and budget to create a better performance for the campaign. He also brings up the point that by using predictive analytics, you no longer have to manually go through each and every keyword, allowing you to have more time to problem solve for different aspects of a campaign itself rather than the data aspect.

Eric explains that Morphio works to improve content creation through the technical side of marketing and content creation, through auditing tools, rather than the organic side of content. There are three main ways to use their services, the automation side (analysis of ongoing SEO), reporting perspective (SEO competitors page), and budgeting perspective (successful keywords and campaigns). The two discuss the expansion of AI in recent years, and how many people can now go to college or university to focus solely on machine learning and automation. Eric explains society’s opinion towards AI has changed significantly recently, as people no longer are afraid of AI, and many people, including himself, view AI as customer service. The two discuss how the creative components on web pages, such as images and videos, that are performing are becoming more and more easier to be used as a roadmap for an AI perspective. Eric explains that the writing of webpages are very creative based, and should stay that way, and do not need to be delegated to AI. Joseph agrees with this point, as he believes that storytelling is a human essence, and that machine learning tends to be either not trained enough or too trained, and end up duplicating content in terms of writing. The two discuss zapier, and how each of them make use of the tool.

Joseph brings up a quote from Eric on a previous podcast he was a guest on, that “the future isn't about advertising a product, it's about being smart enough to realize when a customer needs a product before they do”. Eric expands on the quote, and how he looks at that quote through an SEO perspective, and that one can achieve the mindset of the quote through customization of content based on data collected from previous campaigns. Eric compares the feeling of being a customer of something receiving flyers trying to convince them to be a customer to the same situation but digital. He believes that this discontent is even more heightened online, which is why it is important to not continuously run the same content for a marketing campaign. The two also discuss whether or not people will rebel against what AI can do, and Eric says he believes that people will not as long as a line of invasion of privacy is not crossed, and that can be solved through the customer service aspect of AI. Eric discusses new projects he is embarking on, as well as his interest in cryptocurrency and how it might impact marketing.

Today's guest on Wise Content Creates Wealth is Handy Metellus, Co-Founder & CEO at Bramework. He helps Digital Marketing Agencies Create High-Quality, Optimized Blog Posts in minutes. He is a husband, father, coder, blogger, and musician. He also loves solving problems and creating the coolest things imaginable! Handy believes you should never let your fears keep you from fulfilling your purpose and living your dreams.

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Joseph introduces the topic of today’s episode cutting production time in creating blog posts, then announces a webinar that he is holding in the near future called “Coming Out of Quarantine: Jump Start Your Travel SEO”, that focuses on content marketing for travel through an SEO lens, but the content and advice can be made useful to all types of SEO based marketing. Joseph also talks about a recent piece of news, that Google has just released its Web Spam Report, which saw a 60% increase in spam detection throughout the 2020 year, and explains how google was able to increase their spam detection through AI. Joseph introduces his guest for today’s episode, Handy Metellus, the Co-Founder and CEO at Bramework, a company that focuses on helping digital marketing agencies create high-quality, optimized blog posts. Joseph and Handy discuss Handy’s journey from starting out his career within computer science in information systems, to his transition to software company founder, which he is today. Handy explained that he made the switch within the computer industry to AI through necessity in his personal life, but he was able to find success through this decision. The two discuss coding and programming as an artform, and Joseph explains how by reading someone’s code you are able to get a glimpse into their personality, and their habits.

Handy explains why he decided to create his company Bramework, that he and his wife were having trouble in being able to create blog posts across the variety of blogs they were in charge of, as creating the content for the blogs was taking up too much time. And, while speaking with his friends and acquaintances who were also bloggers, he found that they were having the same problem that he was having. After realizing this common problem across all bloggers that he knew, Handy was inspired to create a product that would be able to cut down creation time in creating content for blogs. Joseph and Handy discuss the technical aspects of Bramework, specifically the machine learning aspect of the AI Bramework makes use of, an aspect of the company that Handy personally watches over. Handy explains that small marketing agencies are his main clients, as he currently has over five hundred agencies within his clientele. The two discuss how Bramework automates the content creation process, through the use of keywords, by generating semantic keywords to use within the content, as well as suggesting titles for the content, and photos that can accompany the content. Handy explains that this product created by Bramework through the automated content creation process is only a first draft, as the content creator has to put their own personality in the content to connect with their audience. Handy goes on to explain that there are currently limited topics that can be created through this automated process, with a current focus being different business industries, but with each day more and more topics and industries are added to the database.

The two discuss the future of Bramework, and how the company currently only focuses on creating blog posts, in the future they plan on expanding to social media content to put on a variety of platforms from Linkedin to Instagram. Joseph notes that on the Bramework website they discuss creating lead magnets, and Handy explains that lead magnets are the blog posts themselves, and that by taking a blogpost and adding more information to it, you can essentially create an OpEd which is the lead magnet. The two discuss driving conversions and how much the Bramework software takes that into account. Handy explains that Bramework is currently working on recognizing the style of writing that a person uses in creating content that is successful in driving conversions, and to generate and create content in that style of writing through AI. Joseph and Handy discuss Bramework in terms of SEO besides the keyword analyser, and Handy goes in depth about the tools that Bramework has in terms of making sure the title is both compelling and SEO approved, as well as the SEO analyser tool that they have that works in a similar way to Yoast. Handy explains how throughout the variety of blogs he’s in charge of he uses his own programs on them to improve their SEO rank as well as generate content. The two also discuss plagiarism and the possibility of AI to generate plagiarized content, and Handy explains if the AI isn’t trained enough or trained too much there's a chance it will create plagiarized content, which is why it is so important to find the sweet spot in training AI.

Joseph and Handy discuss schema in SEO and how schema influences the Bramework program, and what the company does to accommodate it. The two discuss other AI tools that they like to make use of for creating their own content, and their pros and cons, as well as the heavily anticipated AI releases. The two continue on to discuss the future of Bramework, specifically integrating into new platforms, not only social media platforms, but other blogging platforms, such as wordpress. The two also make educated guesses about the future of AI in general, and Handy explains he believes within two to three years it’s going to become difficult to tell the difference between AI generated content and content created by humans.

Today's guest is Tyler Wilson, he is a Senior Account Executive at Semrush. He works with consultants, marketers, agencies, and developers on how to use Semrush’s tools and data for their projects. Before Semrush, Tyler worked at two Philadelphia-based marketing agencies: SEOMinteractive.com and DMiPartners.com.

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Joseph introduces the topic of today’s episode, Semrush to create content, as well as share a news story relating to Google Stories. Google Stories allows for content creators to embed their stories into their webpage, through their wordpress plugin they created. Joseph explains how this will help with organic searching, and how even though the plugin is only available right now in the United States and Brazil, but will be expanded globally very soon. Joseph also discusses the Google page update that was originally supposed to come out in May, it is now going to be rolled out over time from June 2021 until August 2021. Joseph introduces his guest for today’s episode Tyler Wilson, who is currently a Senior Account Executive at Semrush, who before Semrush worked for several Philadelphia based marketing companies. The two discuss Tyler’s passion for Search Engine Optimization (SEO), and Tyler explains how he was always interested in all things digital, and when he found out he could make a career out of it, he was excited to do just that. Joseph and Tyler discussed Tyler’s journey to working for Semrush, and how he originally started out as a customer of Semrush. Tyler explains Semrush’s unique selling strategy, which works with technical SEO, social media, and other data all in one place, in a user friendly way, that expands past the data available from Google Analytics. He also explains how Semrush is known for their data, but how they are also expanding into AI, and how their database is expanding more and more each day, as well as the countries and languages they use.

Tyler explains what Semrush defines as content marketing, as writing content so that it ranks for a specific keyword on Google, as well as what they do to help that. He explains the variety of tools provided by Semrush, specifically research based ones that can be separated by location and language, that can help with content marketing. The two discuss how Semrush’s research tools make use of AI, and how it searches for keywords common in the first ten pages when something is googled, as well as the backlinks linked in all of the web pages within the first ten pages. He also explains what he believes is one of the coolest parts of Semrush, which is Semrush’s analysis of the keywords for content marketing the same way that Google sees it, with just plain text without any graphics. Tyler explains how someone doesn’t need a lot of experience in SEO and Content Marketing to use and make use of Semrush, as they provide modules for their customers that explains how it works and how to use it. The two discuss the differences between Semrush and Yoast, a wordpress plugin.

Tyler explains an AI tool within Semrush, Impact Hero, that is a web analytics platform, that’s purpose is to help enhance one’s analytics platform, to help them understand which content needs to be updated. The two discuss how Impact Hero works and operates, and how it utilizes SEO and AI to help in pruning content for the purpose of SEO rank. Tyler explains how intent is one of the most important aspects in using Impact Hero, as it helps in deciding how best to write and create your content, as Joseph brings up the point of search volume, which Tyler doesn’t believe is as important as intent. The two continue on to discuss Google ranking, and the experiments that Semrush goes into to have a better understanding of how Google engages in their ranking, specifically whenever Google adjusts how they rank keywords and webpages. The two discuss updating data sources, and when and how often is the best method for updating data sources. They also discuss how current events affect Google ranking and keyword ranking and data, and Tyler brings up the example of Covid-19 keywords, and how Semrush takes these current events into consideration for their analyses. Tyler explains that he believes that traffic and conversions are what display successful content marketing.

Joseph and Tyler discuss a tool from Semrush, Traffic Jet, that has since been discontinued from when Joseph had first heard about it. Tyler explains how this happens from time to time at Semrush, as they tend to experiment often with different tools, but not all tools work out in the end, and need to be discontinued. The two also discuss the newest search engine that has been growing in prominence relating to people’s lives, Amazon’s search engine, and how Semrush works with this search engine as well. Tyler explains in the future it will be more and more difficult for new websites to break through to popularity through SEO keywords, as many of the most used and popular search keywords are already in use, and unless new trends come through with new keywords, it will be difficult for new webpages. The two discuss how accessible Semrush is financially, and how it offers three different membership tiers, and how each of the tiers can be customized to the customers needs. Tyler gives Joseph and the audience insight on the future of Semrush and what they plan on rolling out in the future.

Today's guest is Jeff Coyle, Co-founder and Chief Product Officer for MarketMuse. He is focused on helping content marketers, search engine marketers, agencies, and publishers build topical authority, improve content quality and turn semantic research into actionable insights.

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Joseph Mcelroy opens the show with a summary of the show and what will be covered on today's episode. Joseph then gives the audience an explanation of the Google Question Hub and the opportunities it gives content marketers. Question Hub was used internationally but has made its way to the United States recently, and Joseph gives the app a constructive, positive testimonial. Joseph then introduces the guest, Jeff Coyle, the Co-founder and chief product officer for marketmuse. Jeff coyle affirms Joseph's excitement for Google Question Hub, also expands on the many uses users can use the app for. Joseph gives an anecdote about the app and then segways into Jeff Coyles explanation of his company, MarketMuse. He explains MarketMuse will help content creators streamline their priorities when it comes to handling their content on all aspects. Jeff Coyle explains his goal is to help writers grow by not worrying about the minutiae that MarketMuse will help them with. Jeff Coyle tells how the acquisition of his company by TechTarget helped decide who is an expert and should be helping their creators.

Jeff Coyle gave Joseph a brief history of his career and the start of MarketMuse in September of 2015. Jeff Coyle explains the immediate growth of his company and how this growth helped him become a breakthrough in the industry. This breakthrough came with new opportunities for the company and this helped MarketMuse level up to a company with thousands of customers world wide. Jeff gives a teaser of MarketMuse that will be free launching later on this year. Jeff and Joseph trade insider opinions about the state of content and the ill opinions people may have about the effort it takes to market this content. Jeff Coyle tells the audience to understand who you're getting information about the industry from, it may make or break your career as a content creator. The ignorant opinion of some of the people claiming to know how to market people's content frustrates Jeff Coyle as a real expert in the industry. He then goes on to explain the difference between people who know what they are talking about and those who pretend and inevitably end up failing in the industry. Joseph agrees and the two share anecdotes about their career.

Jeff Coyle tells Joseph how he prioritizes what part of the process of marketing he handles first and with more attention for his clients. Jeff then talks about how he finds specific content to optimize amongst great inventory like many businesses needing a solid content marketing strategy. An example of this given by Joseph gives Jeff a great talking point of how to handle this problem directly. Jeff Coyle explains how investing into a specific point of growth may seem easy at first but there are a lot of factors his clients don't realize and what he does to help his clients in this situation. MarketMuse takes the guessing of content marketing out of the equation and instead gives you actionable plans to build off of. Jeff Coyle gives industry strategies on getting more content out the door for his clients.

Joseph brings up the show and plugs his other podcast but brings it back to Jeff Coyle to speak about Natural Language Generation. He then explains what Natural Language Generation is and how we use it everyday in google and other online platforms. Google is a great example of having a powerful language model and how this makes MarketMuse their direct competition, along with Microsoft. Jeff Coyle gives testimony to how well Natural Language Generation works on an everyday basis. Joseph gives his short term goal of creating content and Jeff tells how that's possible with MarketMuse knowledge. Joseph and Jeff close out the show with calls to actions for MarketMuse products. 

Today's guest is Austin Rosenthal, he is the head of operations and sales for Digital Prezence. He has the ability to conceptualize workflows and dissect market demands, resulting in the development of Bella’s simplified process.

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Joseph introduces the topic of today’s episode, co-creation with influencers, specifically through the use of the Bella platform. Joseph describes how most brands were nervous when working with influencers, as influencer’s expectations of what the brand would provide them with were extremely high, with very little continent provided by themselves. Even though not all influencers act like this, there became a reputation around working with influencers that was negative in nature, but in the present day this reputation has lessened and turned towards a more positive light. Joseph explains how the best way to co-create content is through building a relationship based on trust with the two parties, that creates a responsibility for the content that is shared between the two parties. He also explains that taking the time to make a brainstorm session between the brand and the influencer, with a focus on a process of building rather than negativity in bringing up ideas for the content is incredibly important in the content creation process. He also brings up the point that after the instigation of the campaign is where all of the value happens, where insight and data can be collected to help both the brand and the influencer better promote the content. Joseph continues to explain that co-creation of content is an incredibly efficient way to create high quality content. Joseph then introduces the guest for this week’s episode Austin Rosenthal, the head of operations and sales for Digital Prezence. Austin describes his journey to becoming a COO as such a young person.

Joseph and Austin discuss how Digital Prezence first started, and what technology they employed in growing people’s social media presences. The two discuss the relationship between Austin and the CEO of Digital Prezence, and how Austin is the business minded one of the operation, and they put a focus on growth for their clients as well as themselves, which allowed themselves to become successful in a short time. Joseph brings up the point that influencer marketing is a relatively new industry, and discusses with Austin how he was able to pave his own way through the industry that didn’t have many precedents. The two explain the different ways that influencer marketing affects a brand, and how many of the nuances of the content that come out of influencer marketing allow the advertising to not seem as targeted to the consumers. Joseph and Austin analyze the possible reasons why influencer marketing has shifted towards co-creation between the brand and influencers, and Austin brings up the point of the importance of an interpersonal relationship between the brand and the influencers. The two discuss problems that arise in influencer marketing, and one of the largest problems being accountability both on the sides of brands and the influencers. Austin describes the importance of keeping up with influencers that they are on top of things that follow the obligations they agreed to, which is a common problem faced when working with influencers, which is why it is important to choose individuals who do not only align with the brand’s image but are also an individual who will keep up with the content creation process outlined by the brand.

The two discuss the rebranding of Digital Prezence that is going to occur soon, specifically in changing the name to a new name to put a focus on the digital technology aspect of the company. Austin explains the current leader in a new name is Bella, though it is not finalized, and explains the meaning behind the name Bella and why they would change it to that. Austin explains how the Bella platform works, through three sections, onboarding, selection, and reporting. He explains that the program montiners the content and posting activity, so that it falls into the expectations laid out by the brand. The two discuss how Digital Prezence is involved in the content creation process through planning the strategy for the content creation with the brand prior to the implementation of the Bella platform. Austin explains that Bella focuses on the burdens of running an advertising campaign, so the brand can focus on the co-creation element with the influencers. Along with this, he explains that Bella makes use of machine learning as a filtering system that is implemented in deciding which influencers should work with a brand. The two discuss the nuances between the different kinds of influencer communities, as each different marketing campaign is suited towards different influencer communities. Austin explains the different social media platforms that are incorporated into the Bella platform, as well as the different social media platforms they plan on adding to Bella.

Joseph and Austin discuss the different campaigns that Digital Prezence have worked on so far, and the co-creation campaign they helped design for those brands. The two discuss the different untapped opportunities in the influencer marketing world, and how the current industry is just the tip of the iceberg, and there is so much room for the industry, and the Bella platform as well to evolve and improve. Austin explains how he is always looking for new resources to make use of for influencer marketing, and expand his knowledge on the changes occurring in the industry with research. Joseph and Austin also discuss the worst influencer campaigns he has seen, specifically campaigns that don’t allow the co-creator to create, with no co-creation involved in the campaign. Austin explains that a lack of co-creation creates a lack of authenticity in the campaign, and a lack of authenticity is easily picked up on by the audience.

Today's guest is Matteo Cassese, he is a digital marketer, coach, and entrepreneur who provides training and coaching to individuals, established companies, and startups. His experience spans managing digital marketing for multinational companies (Warner Bros.), teaching at university (Link Campus), and consulting for digital unicorns (Netflix). He's collected the most insightful stories from these experiences as case studies.

Tune in for this intelligent conversation at TalkRadio.nyc or watch the Facebook Livestream by clicking here.

Joseph introduces the topic of today's episode, Artificial Intelligence, and that has recently been affecting digital marketing exponentially. Joseph explains the different areas in marketing where Artificial Intelligence, and how it is helping marketers create content that best suits their purpose, allowing them to spend more time creating the actual content rather than researching to create the content. Joseph introduces his guest for today’s episode, Matteo Cassese, a digital market and entrepreneur who works in marketing across several industries. Matteo explains his journey of working with the web to where he is currently in digital marketing. He discusses how he was able to work with the internet ever since he was fourteen years old, and has been working with coding and web page creation since he was a young adult. Joseph and Matteo discuss how Matteo started working for Warner Bros. and what he did while working there, and how he started off as a production assistant working with screenplays, and then he worked towards continuing with digital marketing.

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Matteo discusses how he likes being able to post his own content on his own website, which lead him to finding WordLift, which is a plugin for wordpress websites. He explains how for a long time he was a customer of WordLift, until recently as he is now collaborating with WordLift. The two discuss Matteo’s work across mediums, through both text based content and audio based content, such as podcasts. Matteo explains what WordLift is, that it looks inside the content of your site, determines the meaning of the content, and helps you link the specifics of your content to a knowledge graph that Google uses to rank your website through Search Engine Optimization (SEO). Joseph and Matteo discuss the audience for WordLift, and who uses the plugin the most, with digital marketers being the largest users of Wordlift.

Joseph and Matteo discuss ecommerce on websites through using WordLift, which works with Google to list your ecommerce site on the “products” section on Google. Matteo explains how the ecommerce works with WordLift, and how they plan on expanding the platforms that it will work on in the future, along with the VIP program they had recently put into place. The two discuss how Matteo connects content with concepts, and that Matteo makes use of Artificial Intelligence, by reading what Artificial Intelligence has to say in regards to content that he has already created. Matteo explains how structured data works through WordLift to reinforce the information found in the content, which allows for websites to be ranked higher in Google. Joseph and Matteo discuss machine IDs, and that it is something that cannot be determined by WordLift and must be done separately. The two also discuss product numbers and product identifiers, and what people can do to best connect product identifiers with Google.

The two discuss WordLift’s marketing approach, as Matteo explains when he first began his collaboration with WorldLift, the only focus was on semantics. Matteo explains the role of automation within WordLift, and how often automation is used throughout the process of working with WordLift. Matteo explains where people can find WordLift and suggests that people book a demo before doing anything else with WordLift, to have a hands on experience with WordLift and have any questions you might have answered in real time. Matteo also explains how people can find and contact him.

Today's guest is Erin Miller, COO of Galileo Tech Media. She is an experienced and highly successful digital marketing professional with more than 20-years’ experience in strategic search engine optimization (SEO), content marketing, inbound marketing, and influencer marketing.

Tune in for this intelligent conversation at TalkRadio.nyc or watch the Facebook Livestream by clicking here.

Joseph introduces his tool of the week, Fireflies.com that is a voice assistant for meetings, that transcribes and records the online call that one takes, such as over zoom. Joseph explains that he uses the program for his webinars and for the podcast, and he uses the content recorded by the program to create new content to advertise and promote the webinars and podcasts. Joseph introduces his guest for this week, Erin Miller the COO of Galileo Tech Media. Erin discusses her journey through her career to get to where she is today as a chief operating office. She explains how she worked at a nonprofit out of college, and that's when she realized she loved managing efficiency, which is what her career encapsulates currently, optimizing efficiency. Erin discusses her journey through moving from South Carolina to Washington D.C. and how her experience there has been an asset to her, but she needed a more flexible lifestyle for her career, which is why she returned to the south and found Galileo Tech Media.

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Erin discusses her time working at Ziplist, in which she was responsible for the onboarding process there, deciding what needed to be done internally and outsourced externally. The two discuss the skills that Erin learned and polished there, and how building a relationship of trust between Ziplist and the food bloggers they worked with was the most important aspect of the job. Erin explains the techniques she used to be able to build relationships with the over 900 food bloggers that Ziplist worked with, by being attentive while listening to the concerns the creators had was vital in creating these relationships. Joseph and Erin discuss how best to make use of the limited data she had access to at Ziplist to best cater to what the food bloggers wanted out of Ziplist. After working with Ziplist, Erin continued to work with the same parent company, and her work quickly became influencer marketing compared to what it was previously.

Joseph and Erin discuss how to maintain one to one relationships with clients and the audience while operating brands with a large online presence and outreach. In Erin’s experience food bloggers are a tight knit community, which helped them reach out to the influencers to see who would be interested in certain programs and products. Joseph discusses the necessity of having good data on the audience, as well as the influencers and brands to best decide who would be the best fit for certain projects. The two discuss freelancers, and how relationships between them and the clients, can exponentially improve the quality of the content created if that relationship between the two is a good relationship. Erin also brings up the point that if a brand is very clear on who their audience is and what their goals are, they will be a great leader for content creators, allowing the creators to create more high quality content that fits the exact ideas that the brand wants. Joseph and Erin discuss Erin’s time at Galileo Tech Media, and how she worked with Marriott and helped increase the scale of the content provided to Marriott, furthering the trust between Marriot and Galileo Tech Media.

Joseph and Erin discuss the process that Erin created that allowed for Galileo Tech Media to create around 4,000 pieces of content a month. By creating a pipeline, with having a team for each section of the creation of a piece of content, more content was able to be created quickly. She explains that predictability is key in creating a large scale amount of content for clients, but through the process she created the teams were able to keep up with large amounts of content that needed to be created. The two discuss the various aspects of the culture at Galileo Tech Media, specifically how the business knows how to be family friendly to their employees, as well as other priorities that employees have. Joseph and Erin also discuss the importance of being clear with consultants and explain when the high volume and low volume times are, so the consultants can best sort their priorities. They also discuss how instead of paying them hourly, they pay them by volume, such as by the keyword to insensitize the consultants in their work.