Wise Content Creates Wealth

Today's guest on Wise Content Creates Wealth Podcast is Brennan White - he is the Co-Founder and CEO at Cortex (Techstars Boston 2020). Through Cortex he continues the mission of helping improve consumers’ lives and helping companies use data to improve their creative processes.

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Joseph explains the new resources that Google are offering now to help with video SEO, the topic of today's episode. Within the resources, Google explains the four things that they take into account when ranking videos through SEO, with a new focus on structural data, the metadata behind a piece of video content. Joseph introduces the guest of today’s episode, Brennan White, the CEO and Co-Founder of Cortex. Brennan explains his journey to where he is today at Cortex, about how he is a creative person, and how he originally was a music composition major, and how he then started working at tech startups, where he realized that most people didn't realize how to probably make use of social media for digital marketing. He realized that he could have created better content for lower price than his superiors at the tech startups, so he did and went on to start his own business. The two discuss Brennan’s pivot to making use of AI in creating content, as a way to create a higher quantity of high quality content. Cortex makes use of machine learning to get a better understanding of what one’s audience wants, including niche creative details.

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Joseph and Brannen discuss how branding content has changed over the past decade, specifically through the need of exponentially increasing quantity of content, for every new avenue of technology and social media that is created. Brannen discusses how several brands have made use of online and online video content, and gained an entire audience that other larger brands were not reaching, allowing them to thrive and succeed compared to other more well known large brands. Brennan explains how many companies in the present day are trying to succeed in the branding environment of the new day, and how many new brands are thriving where older brands are struggling to make the leap to digital marketing and branding. The two discuss what sets the brands who are succeeding with their online branding from the rest of the brands who are not quite as successful. Brennan specifically discusses how these successful brands respect their audience, and have a good grasp on what their audience wants and what they want to see. Joseph and Brennan discuss AB testing, and how it is still an industry standard, even though it is not the most efficient strategy in online branding.

The two discuss the process of creating visual content, and how if after one already invests in visual content without having data on what one’s audience wants, all the time, money and effort went into creating that visual content has gone to waste. This visual data, the kind that Cortex specializes in, is vital when deciding what kind of visual content your company wants to invest in for branding. Joseph and Brannen also discuss how many people are now treating visual content through the same perspective of AB testing, which like AB testing disrespects the audience, as it bombs the consumer with a large amount of repetitive content. Brennan brings up the importance of personalizing content based on what one learns that the audience already wants, not what they want after viewing a multitude of versions of the same content. The two also discuss what kinds of content are found to be the most successful among audiences, and Brennan discusses how this is affected by how easily it is to change aspects of certain types of content. The two also discuss how cookies are being phased out, and what this says for the future of digital marketing and branding.

Joseph and Brennan discuss how in 2020 Cortex sponsored a study in ROI, which provided unexpected takeaways. One of these takeaways is that 76% of CMOS are already using or planning to use AI in marketing for their business, with an average of eleven separate projects related to AI being implemented. The two also discuss a speech Brennan had made on how SEO and content creation teams should work together to make the content, as visual content and SEO are sisters to each other and go hand in hand. Brennan discusses Cortex, its current state and its future ventures.

Today's guest on Wise Content Creates Wealth is Jessica Nowak- Director of Strategic Accounts at BrightEdge technologies. She leads the Strategic Accounts team that oversees over 200 Channel partners offering Enterprise SEO and Content Marketing services.

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Joseph introduces his guest Jessica Nowak, the director of Strategic Accounts at BrightEdge technologies, which Joseph makes use of in his own company. Joseph brings up the new breakthrough in ranking in Google, and how now Google doesn’t just rank the actual content of the page, but different passages within the page as well. This change allows for searches to become more holistic, and allow for users to get web pages that better specifically match their search as their top rank. Joseph explains how to best set up one’s webpage to benefit off of this change in search engine optimization, and endorses the use of schema to better change one’s content for Google ranking. Joseph and Jessica discuss Jessica’s background in search engine optimization, and how she didn’t originally plan to go into search engine optimization, but rather happened into it. Jessica explained how she was first hired by BrightEdge, and her journey while working there, and how her role has changed from then to the present day. Joseph and Jessica discuss the environment of search engine optimization in 2014, and how BrightEdge’s decisions related to SEO helped in keeping SEO “hip” in the modern day. Jessica explains what BrightEdge is and what work it does.

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Jessica explains how search data is the voice of the customer, and how search is the largest marketing channel, and search traffic makes up over fifty percent of web traffic. She continues to explain the importance of search data, and how the more visibility around search data, allows her and BrightEdge to better create content to create more quality clicks for their customers. Jessica brings up the example of face masks, and how the intent of face masks have changed greatly over the course of 2020, as at the beginning of the year searches related to face masks focused around the beauty industry, while at the end of the year searches related to face masks focused around ppe. The two discuss new technologies that were developed by BridgeEdge that help their customer better cater and polish their content for their web presence. Joseph and Jessica discuss the organization of the content, specifically topic clusters.

Joseph and Jessica discuss content automation, specifically through the product BrightEdge Autopilot developed by BrightEdge, and the difficulty of trying to automate content without different issues coming up. Jessica discusses internal linking, and how it is cumbersome to large sites and it is not as effective from a SEO perspective, but through BrightEdge Autopilot automates this, and eliminates the links that bring down the sites rank, and instead finds and distributes better links for the site. With the cleaning up of internal linking, it creates more non branding visibility in a short amount of time, a process that could take months manually, but through Autopilot visibility results could be found within ninety days. Jessica discusses load time for photos and videos, and how through enhancing the mobile aspects of the webpage, which creates a shorter load time for photos and videos, which helps the page through the mobile algorithm ranking system. The two discuss the uplift that Autopilot can provide, and what variables contribute to a meaningful uplift to a site. Jessica explains the term “low hanging fruit” in terms of search engine optimization, and that is related to content that is “below the fold”.

Joseph and Jessica discuss Market Insights, a new product created by Bright Edge that addresses the specific problem of marketing planning cycles, that leverages search data to figure out what motivates consumer decisions. Jessica describes it as a search data BI tool, to help understand new opportunities as they emerge, as well as shifts in marketing demand, to best help decide how best to use a marketing budget. The two discuss future predictions for marketing content trends, specifically for digital marketing. Jessica explains how through leveraging search data, one’s content can be relevant to who they’re marketing to, as well as engaging.

Our guest for today's Wise Content Creates Wealth live podcast is Dr. Dave Popple - He is a Corporate Psychologist and President of the Psynet Group. Dr. Popple built Psybil, an assessment platform that measures cognitive skills; drives, and motivations; leadership skills; influencing skills; de-railers, and team fit.

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Joseph introduces his topic of this week, overcoming obstacles, as well as his guest, Dr. Dave Popple, a corporate psychologist and President Psynet Group. Joseph explains how he often struggles with the obstacle of creating ideas for content, and how Statista, a website that has data statistics of over 80,000 topics, has helped him overcome this obstacle. Dave explains how his mindset is through the behaviors of people, and how people think allows him to help others overcome obstacles in decision making, specifically Joseph, who has a SEO focused thinking process. Joseph and Dave discuss RISPA, a format that Dave has come up with for a decision making process which stands for, rejection, indifferent, skeptical, procrastinate, and attention. Dave goes into the process of how he came up with RISPA, and how these five hoops are always the five obstacles in creating content, selling products, and many other situations.

Joseph and Dave discuss likeability, and how likeability ultimately affects whether or not you will be able to go through the five RISPA hoops, as well as how easily a message is communicated. Dave explains how if you sent out your message with a little bit of counter culture within it, it will likely increase the likeability of you to better get your message communicated to pass through the first hoop of RISPA, and have customers not reject you. They also discuss AI software, and how this software is able to determine likability, specifically joyfulness in content. The two also discuss the Barnum effect, and how this affects marketing, and can benefit you and your product, and to help you figure out your customers interests, similar to how horoscopes are vague to apply to everyone. Dave also explains how he is cautious using the combination of the Barnum effect with AI software, as these are incredibly powerful, and if someone who does not have firm ethics make use of these can cause devastation.

Joseph and Dave discuss nudging theory, which is when one goes shopping at the grocery store, the high profit items are eye level, while the low profit items are near the ground. Dave gives an example of nudging on his television show, it has a segment where the team picks who will get fired from the company, and as there was a voting tie between the mother of the head of the company and another employee on whether or not they will be one of the three people who might get fired. Dave had the ballot redone to break the tie, and put the mother higher up on the ballots, and the person who she was tied with at the bottom of the ballot, resulting in seven people changing their vote from the other employee to the mother. The two discuss the balance between likeability and credibility, and how to successfully interest people, a balance is necessary because if either likeability or credibility hold too much power, that interaction will not be as successful.

Joseph and Dave discuss how best to use RISPA to create content, and how it is important to think of RISPA because many people who create content tend to skip overcoming rejection and indifference, ignoring the emotional aspect of marketing. Dave explains that the piece of content that has the biggest impact on his life, The Failure of Nerve, that overcame all of RISPA for him, and helped him change his life for the better. Dave explains Psynet Group, and what they do. The two also discuss the software Sybil software, which is the backbone behind Psynet.

Today's guest is Brandon L. Young - a Senior Consultant of Psynet Group, an Organizational Psychologist, he is an Assessment Scientist and Researcher, and also a ProMES Facilitator.

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Joseph introduces his guest, Brandon Young, a senior consultant of Psynet Group, and tells a story about buying a Rolex watch to introduce his theme of the episode, trust. He explains how many people in digital marketing do not take the time to build a relationship on trust with clients, as they tend to only focus on presenting their product to you. Joseph brings up the E.A.T. technique related to search engine optimization (SEO), which stands for expertise, authority, and trust. While the E. and A. help one’s product rank higher through SEO, the product can not rank at all without trust. Joseph also brings up the trustworthiness of one’s website, gives examples of how to make one's site trustworthy and how if one’s website is not trustworthy, they will not be able to get as many sales and clients. Joseph discusses the need to not only make your platform trustworthy, but you have to make your content trustworthy as well, as well as giving tips for how to make your content trustworthy.

Joseph and Brandon discuss an article that Brandon wrote recently about trust in the United States, and they discuss the state of trust that is currently in the United States. Brandon discusses a study that was recently released that interviews people about trust across varying institutions in twenty-eight different countries, with businesses receiving only 54% of people having trust in businesses. The two also discuss trust between employers and employees, how that trust is implemented throughout the Covid-19 pandemic throughout businesses. Brandon also explains how as recently as May of 2020, American’s trust in the United States government has plummeted. Joseph and Brandon discuss how trust in a CEO relates to trust in an organization, and how the CEO’s reputation affects someone’s trust in the organization as a whole. Brandon discusses how trust is very localized, and people are often put more trust in their own employers and businesses, rather than outside businesses and other institutes such as government and media. The two explain how trust is important to organizations.

Brandon explains the trust equation his company implements when working with clients who are working with him to vet the trustworthiness of job candidates. He explains how this equation works for both entry level positions, as well as managerial and higher positions. The two discuss trust in the company, not only through the business model, but also through the culture of the company, and without trust in both, the company will not be as successful as it can be. Joseph and Brandon discuss how E.A.T. and Brandon’s trust equation overlap and also contrast. Brandon gives out advice from a behavioral perspective to how to best earn trust through marketing.

Joseph and Brandon discuss the different ways a company or organization can attempt to earn back trust after losing trust in a big way. Brandon explains how before trust can be effectively restored, a company or organization must publicly admit their fault in the event that caused the loss of trust. Brandon brings up the examples of Nike in relation to protests exposing their use of child labor in the 1990s, and in more recent years Chipotle in relation to the outbreak of E. coli, and how both companies publicly stated that their are guilty of the accusations put against them, and how they then rebuilt trust in themselves. Joseph introduces his helpful tool of the day, Link Research Tools.com, that shows which websites link to your website, and helps you detox these bad links that link to your website.

Our guest this week is Mike Grehan - CMO & Managing Director at Acronym, SEO pioneer, author, world-traveler, and keynote speaker, Champagne connoisseur and consummate drinking partner to the global digital marketing community. Former publisher of SearchEngineWatch.com and ClickZ.com, and producer of the industry’s largest search and social marketing event, SES Conference & Expo.

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Joseph introduces his guest, Mike Grehan, a CEO and digital marketing expert, they discuss Mike’s former career in the entertainment industry as a DJ, and how he transitioned to digital marketing. Mike explains how content is the most important aspect of any business, especially in the entertainment industry, as business’s customers come back for the content, not the ads and coding of the website. Joseph and Mike discuss the wise content strategy of publishing books, as well as Mike’s journey of writing his own book about Search Engine Optimization (SEO). They also discuss the importance of learning how Google operates, and if one figures out how Google operates, they can best use Google to promote their business and their products. Mike also explains how the book has affected his professional life, and how it launched him into prominence in the SEO industry and community.

Mike explains the difference between information retrieval and data retrieval, how information retrieval is finding out about things, and data retrieval is finding the exact specific thing you’re looking for. Joseph and Mike discuss the differences between structured and unstructured data, and how the content you create is unstructured data, and you can implement this content with structured data. Mike explains how the academic field of information retrieval has been around for a long time, even when search engines and SEOs first came around. They also discuss on page optimization, and how with Google updates, this strategy is no longer viable, and now creators have to focus more on the content and optimizing that content in terms of an SEO perspective. The two discuss the E.A.T., experience, authority, and trust, as an SEO strategy, and Mike explains how E.A.T. is important when implementing unstructured data. Experience focuses on knowing your audience and catering to them, Authority focuses on earning credibility for you and your website, and Trust focuses on end user data.

Joseph and Mike discuss the best ways for people to use structured data on their website, which is an extra signal to Google to let them know what your content is about. Mike suggests Scheama.org as a resource to learn how to properly use and implement structured data on your website. The two also discuss more in depth what structured data is, and how best to make use of structure data to your benefit. Mike explains how if one gets the E.A.T. aspect of unstructured data correct, then Google will reward you with structured data, which leads to more engagement, which leads to more structured data polish for your website for Google. They discuss the importance of creating experiences with the content, and the future of the jobs of SEO specialists are that they now need to become content experience analysts.

Mike discusses how he would explain what SEO to a CEO who doesn’t know what SEO is, even though in the modern day most CEOs and CMOs do know the basics of SEO, but don’t understand the value of SEO. Mike also explains how many larger businesses were not prepared for the push for ecommerce due to the Covid-19 pandemic, which lead to more CEOs now understanding the value of SEO for their business. Also how Google has become very good at training the industry to do what Google wants them to. Joseph and Mike discuss the manuscripts that Mike has written for his upcoming books, and how people can connect to Mike with any questions. Joseph brings up BrightEdge as a resource for optimizing and polishing one’s wise content.

This week, we welcome our guest Joey Kilrain, an award winning designer, entrepreneur, artist, and professor will discuss Customer Experience and Wise Content Strategy.

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Joseph discusses memorable tourism experiences, and how it relates back to Wise Content. He retells the time of when he went to Portugal with his now wife, and how because one of the local restaurants left a vivid impression on him, that he now seeks out similar experiences whenever he travels. Joseph plays a clip from the kind of music that was played in the restaurant he went to. Joseph explained through his research from working with travel agencies with his company he has learned that memorable experiences is the goal of most tourism. Through the use of Search Engine Optimization (SEO) one can figure out what people are searching for in terms of experiences when traveling, and that travel agencies and local tourism areas can use those common search terms to gather more audience for their online content. Joseph introduces his guest Joey Kilrain, a renown entrepreneur, designer, artist and professor. Joey explains what his company, DED Company LLC, does, as well as his past experience with the rise of the internet.

Joey explains customer touch points, which are typically before, during, and after an experience. That the before touchpoints are putting messages out there about your content, and seeing what sticks. An example of these before touchpoints is reading the reviews on the product, to see what changes are necessary to improve the product, and inform on your design. Joey also explains the importance of creating accessible products that are ADA compliant, and if given the choice, it is a more effective decision to choose the design choice that is more accessible rather than aesthetically pleasing to yourself and not ADA compliant. The two discuss customer movements, and how even though most customers are sequestered to their homes because of the Covid-19 pandemic, their online movements are happening more than ever before.

Joseph and Joey explains certain design choices that benefit your product, including the size of the letters on a page. Joey debunks different design myths in relation to product marketing, including that designing is only for new products, and that creatives are the only ones who would be successful in designing. The two discuss how to create Wise Content that is long lasting and will produce a return for a long time. Joey explains the difference between a design and a content based perspective, and how through a design perspective one must also take into account whether or not the content will be written in several languages, and how the different characters of those languages interact with the same design space that hosts english characters. But, these design decisions are also influenced by the content perspective, such as the number of characters are used for a headline. Joey explains several of the resources that have helped him and his clients throughout the design marketing process, including himself and Smashing magazine.

Joey explains how one of the most important lessons that he has learned throughout his life is that asking for help is not a shameful thing, but actually beneficial to him and his growth as a creative. Joseph continues off of Joey’s point explaining that most Wise Content only benefits from the use of outside sources from one’s self, and that asking for help is beneficial to your Wise Content. Joseph introduces SEO Writing Assistant, a tool that is helpful in creating Wise Content, and will help one be able to check the SEO potential of the written content one is creating. Along with this SEO Writing Assistant can also check for accidental plagiarism, as well as the accessibility of the text, and has a free trial that anyone can make use of.

Our special guest is Keith Reynolds, founder & CEO of Publi.io LLC. He helps clients imagine, plan, and produce digital media and marketing solutions. We are going to talk about Content Strategy ROI.

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Joseph introduces a tool from Google, Search Console, and how it is incredibly helpful with checking data for one’s website in relation to search engine optimization (SEO). Joseph introduces his guest, Keith Reynolds, the founder and CEO of Publio.io LLC, that works with producing digital media as well as marketing solutions. Keith explains how he;s been involved with Stanford Innovation Week, and throughout the Covid-19 pandemic, he has been able to interview many people through Stanford Innovation Week on how they innovate during the pandemic. The two discuss when they had first met, and how their in person networking strategies have been translating well digitally. Keith explains his past in working with IBM and Apple, and the similarities and differences between the two, in both culture and the responsibilities of his position in those organizations.

Keith retells his time teaching himself wordpress, where afterwards he was blogging for a start up in the early 2010s, which led to him being asked to testify before the United States congress. Keith explains why he was called before congress in relation to the start up, and his written testimonies were submitted to congress, which displays the prominence of wise content, because of his blog Keith now cemented credibility from congress to all new possible clients. Joseph and Keith discuss Keith’s work with Kodak, and how Keith was able to create a branded content hub through a digital magazine that, while not created with an SEO perspective, does well SEO wise. The two discuss another content hub Keith had worked on, and Keith explains the nuances between the soft and hard launch of the content hub.

Joseph and Keith discuss Keith’s book Content Culture, as well as Keith’s journey through publishing the book. Keith explains the return on investment (ROI) techniques that he writes about in his book, and how one can create a blog, or another piece of digital content and successfully brand it to effectively benefit from ROI techniques. The two discuss different ROI models, and how content is not an expensive, but rather an investment one can expect returns from. Joseph and Keith also discuss the importance of finding a name for one’s media that is different from a blog, that can get an audience hooked and engaged in the content. Keith also explains the necessity of a team, even if one is a solo entrepreneur, even if it is small scale, as it will be more beneficial in the future.

Joseph and Keith discuss in depth Keith’s go to ROI model, which is in a spreadsheet format and focuses on investment, as any content can not be highly successful without any kind of investment. Keith discusses his philanthropic pursuits, specifically with Stanford Innovation Week, and the unique environment of Stanford, CT. He also explains how he was able to plan events for Stanford Innovation Week during the Covid-19 pandemic through both online events, and a drive through in person event.

On this week's show with Special Guest Kevin Lee, we'll be talking about SEO and Content Marketing

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Joseph explains how Benjamin Franklin was one of the first people who used content creation through the Poor Richard’s Almanac in the 18th century, and introduces his guest Kevin Lee, who works on technological solutions to marketing problems. Kevin explains his passion for advertising and his journey to his current position today. Joseph and Kevin discuss Kevin’s experience with coding and how even though he is not a classically trained computer scientist, he is literate enough in code to lead a team of coders through their projects. Kevin also explains his experience in pushing the boundaries of the current technology, and how being a geek is extremely helpful in pushing the boundaries of technology. Joseph and Kevin discuss search engine optimization (SEO) marketing, and the jump from straight SEO to content based SEO. Kevin explains through his experience content is not a one use product for digital marketing, but rather something that should be continually repurposed. Joseph and Kevin discuss how currently, storytelling is another necessity in content creation, and to create successful wise content, there needs to be a balance between SEO and storytelling.

Joseph and Kevin discuss Kevin’s belief that branded content follows the soap opera model, and that branded content comes in many flavors. Kevin explains how pre-rolled branded content is also found in public radio and public television, allowing for the audience to learn quickly who the sponsor is. Kevin also explains that branded content is becoming incredibly popular for digital marketing because of ad blockers online, and branded content through the use of content creators are unskippable advertisements. Joseph and Kevin discuss how services and brands that are typically boring to the general population, using the example of insurance, by putting a focus on storytelling through advertisements the audience is more engaged. The two also discuss the SEO perspective of branded content, and how to best use SEO when creating branded content, to increase the success of the content. That there needs to be a balance between SEO and branded content to create incredibly successful wise content.

Joseph and Kevin discuss how to best use SEO for digital marketing with the launch of a new business, even though it might have some drawbacks without experience, businesses are more successful after making use of digital marketing through SEO. Kevin explains the relationship between PR and SEO, and a brand needs to be careful with who they associate themselves with, so that they are confident with the image of their brand, as there is such a thing as bad PR. Joseph and Kevin discuss how most brands undervalue SEO, and how often they see failure because of the lack of investment they put in SEO. Kevin explains how if a business doesn’t match their competitors in their investments in SEO, their competitors will catch up and pass them. The two discuss the importance of a holistic view of content creation, and with this mindset towards content creation, one can successfully create wise content.

Joseph and Kevin discuss schema’s future in 2021 and whether or not schema will be the tie breaker for many of the brands that make use of SEO for digital marketing through search engine ranking. Kevin discusses cause marketing content, for the use of donations to non-profit organizations. That if he was able to get the right domains, and be able to get celebrities and other prominent figures to donate content he would be able to donate ad revenue to non-profits. Joseph and Kevin discuss current non-profit project Goodbuzz.org, implementing this model he devised through content co-creation.

On this week's show we will be discussing how does cleverly manipulating your content in Amazon product pages produce enhanced your product sales with my special guest, Luke Tierney.

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Joseph gives an explanation behind what Wise Content is, as well as giving a short background on the Amazon company, and its growth since its inception. He introduces his guest Luke Tierney, head of ECO D2C and entrepreneur and expert in remote marketing. Luke Tierney explains the meaning behind the name ECO D2C, and how he first interacted with Amazon, which inspired him to create ECO D2C. Joseph and Luke discuss how Luke decided to work with Amazon, that ECO D2C wants to be most effective for their clients, and Amazon has brought the best results by far to help these small brands grow larger. Luke retells his first Amazon marketing campaign, and the changes of the marketing landscape as digital marketing has become more prominent in recent years.

Joseph and Luke discuss what lies in the future for Amazon after the Covid-19 pandemic subsides. Luke explains how Amazon is a version of Yelp for brands, and products of that brand, that Amazon is currently the number one website for product research in America, both online and offline in brick and mortar establishments. Luke explains how brands of all sizes, Amazon will be beneficial to them within their budget. Joseph and Luke discuss how Amazon should be used as a second site to sell a brand’s products, while also having their own website to also sell their products, as using only one avenue to sell their products is a liability. The two discuss Amazon’s affiliates program, and what kind of business can benefit from participating in the affiliate program. Luke explains several ways that a brand can benefit from using Amazon, and the importance of controlling and managing your brand, specifically in managing reseller issues.

Luke describes the unique opportunities that people can use to benefit from by using Amazon to sell their products. Amazon has different data points that are not found elsewhere, including searching through search engine optimization (SEO) how competitors are using keyword search, and what keywords are users searching for by mass, as well as what keywords are getting purchases for competitors. Joseph brings up the example of searching for a bladeless desk fan, and how certain products that would fit his need for a fan, as listed farther down than other products because it was listed for the use of a coffee table rather than a desk. Luke explains how to effectively market that product would be to optimize and tweak the listing for both desk and coffee table. Joseph and Luke discuss what is the best way to optimize a product through SEO to be successful on Amazon.

Joseph and Luke discuss which aspects of a product page on Amazon are the most important for SEO, specifically the title of the product and the images of the product. Luke also describes a plus content on Amazon, which is where a brand proves they have a trademark to Amazon, in which opens up several avenues and other aspects that other sellers, such as resellers do not have access to. Luke explains how to not completely refresh products on Amazon, because it triggers a reindexing process by Amazon, which could put your product back to zero on ranking for certain keywords. While it is wise to revisit certain aspects of a product on Amazon, unless there is certain data justifying it, or there is a complete refresh of a brand, it is not wise to completely refresh a product. Joseph and Luke discuss Luke’s brand, and how clients can reach him.

We will be talking to Chris Boggs, founder of Web Traffic Advisories and former president of the Search Engine Marketing Professionals Organization.

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Joseph discusses the history behind utilizing content for marketing, specifically how an American inventor in the 19th century revolutionized marketing, through including assembly instructions on his harvester products, and publishing his own magazine. That, because he marketed through the customer’s viewpoint, rather than the creator’s, that allowed him to create wise content decades before digital marketing was created. Joseph introduces his guest, Chris Boggs, founder of Web Traffic Advisories. Chris explains his background in Search Engine Optimization (SEO), and how the content behind website links is the core behind SEO. Joseph and Chris discuss how Chris approaches content creation for marketing through a SEO perspective, and the importance of accessibility of content.

Joseph and Chris discuss the growth of SEO over the years, and how certain content dominates content rankings through SEO. Chris explains the importance of starting as early as you can to start research and learn the best techniques of benefitting from SEO if you want your content to be successful through the use of SEO. Joseph and Chris discuss pull marketing through SEO, as well as how Chris would define “Wise Content Creates Wealth”, saying that wealth is the most important word in the phrase, that someone must define what wealth is for themselves. Christ explains how Best Buy successfully creates Wise Content, that is both accessible and understandable.

Joseph and Chris discuss the importance of creating a webpage that has value for the users as well as value for SEO, as if too much focus is put on one or the other topic, the webpage would not be as successful if the focus was balanced. They also discuss reviews, and how user created content affects SEO. The two discuss how the most important aspect of content is user engagement, and that without a large amount of user engagement on a site, the site can not compete against other sites in the modern day. They also discuss the necessity of mobile accessible content, as well as what kinds of content and content strategies that are not successful through the use of SEO.

Joseph and Chris discuss the importance of understanding both your audience and your competitors to understand what kind of content suits your purposes best, and the kinds of tools you can use to learn what your audience wants and what your competitors are doing. Chris explains his practice, and how he helps clients with their advertising campaigns, specifically with SEO and SEO keywords.