505: How to Actually Convert Your Readers With Content w/ Simon Thompson

ABOUT THIS EPISODE

In this episode we talk to Simon Thompson, the Founder of ContentKite.

Check out ContentKite's special offering to B2B Growth listeners here.

Looking for a guaranteed way to createcontent that resonates with your audience? Start a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe B to be growth show, a podcast dedicated to helping be to beexecutives achieve explosive growth. Whether you're looking for techniques and strategies or tools andresources, you've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get into the show. Before we get to today's interview,I want to tell you about another podcast that I think you are going toget a lot of value from. The podcast is called the business of storyand it's hosted by my friend Park how we featured park on our podcast backon episode eighty seven, and it was one of my favorite episodes. Thereason I think you're going to love the business of story is because of howhyper focused the content is. Park in his guests talk about business storytelling inevery single episode. They just look at it from a different angle or explorea different subtopic, but it all points back to business storytelling and I lovethat. I love the focus of it. Just to give you a taste ofwhat some of the episodes look like, or read off some headlines from someof the park's episodes, one is how to produce irresistible explainer videos.Another one the power of the parable for Your Business, how to step upyour leadership game with storytelling and owning your origin story to make a personal impacton the world. You can see every every episode relates to business storytelling andwe all know how important storytelling is in business today. And so, asa b Tob Marketer listening to this as a founder, you know that youneed to step up your storytelling game and...

...the business of story is a podcastthat's absolutely going to help you do that. So head over to the business ofstory. Just type the business of story in your podcast APP, getsubscribed, downloads some episodes and enjoy. Welcome back to the B tob growthshow. Today we are joined by Simon Thompson. Simon is the founder atcontent kite. Simon, welcome to the show. Thanks to having made Jonathan. It's great to connect with you Simon is currently in France. I saythis a couple of times week. I'm consistently blown away by the power oftechnology to connect us in this way where we're getting to have this amazing conversationfrom, you know, halfway across the world and then we're going to getto share this info with with our listeners, and I just think it's it's magical. It's basically magic. So, as special thank you for joining ustoday from France, and today we are going to be talking about how toactually convert your readers with your content, which I think is a very importantlesson, a very important takeaway. But before we get into that, Simon, tell us a little about what you and your team at content cater upto these days. Sure, so, content kite is a full service contentmarketing service. So we handle will we break it down into four pillars ofcontent marketing. So I think a lot of people, when they think ofcontent marketing, is writing a blog post and putting it on the blog,and that, in our view, is sort of one very important part,but still only one part of the content marketing puzzle. So we break itdown into four areas, being strategy, creation, promotion and conversion and wetend to see the best results coming from content marketing when you have all ofthose four pieces in place, and not just the writing and the publishing onthe blog, because anyone who has published a blog post will probably know that, unless you have, you know, a really high domain authority, you'vebeen around for a long time, it's just a very, very hard toget traffic to that post if you're just...

...letting its sit there and without promotingit. So that's sort of how how we work and and why we lookat all four pieces of the puzzle rather than just the one. Yeah,I think that's very, very important. I mean there's so much content outthere and everyone has this focus on you gotta got to create content, butkind of then, what then? What happens? I mean you can't justcreate a piece of content and expect, with all that noise out there,you know, just expect, oh, people will read it, because itbecause I created it, and so I think that's one of the reasons we'reso lucky to have you on the show today to talk about okay, well, now that you've got your content, how are you actually supposed to convertyour readers with this content? How are you supposed to move them along thefunnel? So so, Simon, when you take it away from there?Yeah, sure, well, bit. The first place of that is oviouslypromoting the content effectively, and that's probably a topic for another podcast sold together, but maybe we can touch on a few of those light up. Butyeah, like you said, it's hugely important to be converting raids to thenext side of the funnel, because the whole point of a blog, youknow, let's throw away the kid and here, is to get more customas you know. But let people Polish Simon. How dare you know?You create these blogs in the content of the goodness of your own heart.Okay, that's it. And you know there is an element to that,and I mean that is kind of the beauty of content locketing. It's give, give, give, give, give, and in return, you know,things will come back to it's it is beautiful the way it works likethat. But we need to be very cognizant of the fact that people won'tnecessarily just ready to blow post and want to do business with you. Sowhat we find the most effective way to to convert those reads to customers is, well, not to convert them from a reader to a customer straight away, but to convert them to the next stage, you'll be your funnel,and usually that comes in the form of getting them on your email list.So the strategy that we use to that we see as most effective of gettingsomeone onto your email list is to create a lead magnet, which I'm suremany of the listeners are familiar with.

But we got step further with thatand we create what's called a content upgrade, which is essentially just a really specificlead magnet, and when I say specific, like specific to the articlethat they're reading. So if you've got a blog post about, use areally basically example, but five top SEO tactics, if in two thousand andseventeen you might have a content upgrade that's hey into your email to get thetop five seo tactics plus two bonus tactics, and that just adds an extra incentiveto get something a that's really easy to read. It's just like acheat sheet, like a one page up and it's got extra stuff in itthat wasn't in the original article. So the incentive to download that and forthem to get onto your email list is significantly higher than if you just hadsomething like Hey sun up to our use that are of hey, get thisgeneric lead magnet, because we don't know that they're interested in that kind ofthing. But we do know that if they're reading an SEO tactics blog post, they're probably going to be interested in an SEO tactic cheat check. It'smuch more likely that they're interested in that than anything else. Yeah, yeah, that makes a lot of sense. I mean this is kind of away, I mean this was something you had mentioned before the show that youjust you're optimizing the mechanism to convert someone from reader to the next stage and, like you said, this is this this content upgrade, this very specificlead magnet, is a great way to sort of move them along. Yeah, exactly, and don't get me run like lead magnets. I'm doing airquotes, which I can't say, but lead magnets. It can be veryeffective. And when if I lead magnets, I mean sort of generic lead magnets. So they can be really effective. But from what we've seen, thethe more related to the post that the constant upgrade is or the leadmagnet is, the higher the email subscription rate will be. It tends tobe like a direct correlation. So the importance of that, of getting someoneonto your email they still or getting someone...

...to the next day do the funnelis is quite important because, like I said, no one's going to reada blog post and then decide to you know, and over thousands of dollars. Or maybe they will, but you'd have to be pretty lucky. Soonce they're on your email list or you have them in the next St Eduof the funnel and have a way to continuously engage them and give them morevalue and give, give, give, give, give, once they're onthat your email list, you have a much better opportunity to do that becauseyou can continue to send them emails on a weekly basis. So or haveO, you'd like to do it. Yeah, well, so, allright, let's let's talk about that idea. Then you you know, you havesomeone converted to a subscriber. You're talking about this idea of more continuallyengaging them. Do you have some best practices? Do you have some sometips for our listeners? You know, I'm kind of coming from a placeto where I think that this is something that can can be done wrong.I mean, you've seen you know, you've seen that you end up onsomeone's email list and you get sick of this person or they're not actually providingyou value, or you just see that they are sending you these, youknow, these huge email blasts and it's so ineffective. I think we've allwe've all experienced it. So do you have any, then, recommendations forthe listeners? Once you've kind of gotten them to that point, how doyou successfully engage with them? Yeah, great question. So, I meanthe first thing I would say is is make sure your emailing the list,because the worst thing you can do, worse than, you know, sendingcrap content, is just sending no content at all. Well, maybe peoplepaple can decide, but which is worse? But as the MAKOTA, you wantto be sending some emails. If you get the email address and thenyou white, well, if you white really anymore than a month or so, that person will probably forget about you and hit the unsubscribed button or theFAM button, whichever of the two. So the first thing, email yourlist. But secondly, as you quite rightly pointed out, you need tobe emailing good stuff. So I mean...

...like a cringe and side when Isay this, but just give it as much value as you can. AndI cringe because it sounds so basic right, like just just give something that someonewants to read. But I think so many people get it, getthe idea in their head that, you know, I just need to besending emails for the sake of it so I can stay, quote unquote,top of mind, and that's not really what it's about. So I mean, if you're putting a content marketing plan in place, your goal should beto help your potential customer as much as you possibly can. So we alwayssay create content that solves the same problem that your solution solves, but viaeducation. So your goal with sending that weekly email, newsletter, or whateverit may be, it should just be educating your potential customer how to solvetheir problem in in as many ways as you can and as best you possiblycan. And if you do that even a little bit on a weekly basis, you are very well on the way to potentially making that person a customerbecause you're positioning yourself as the person who knows is how to solve that problem. So when they say, okay, I want to get rid of thisproblem, who do I go to? You're the first person, I thinkof yeah, and so then, Simon, my kind of follow up question ofthat is, do you have any strategies that you'd be able to sharewhen it comes to creating valuable content when it comes, you know, like, how often can a business be creating content that consistently remains valuable, orare you just sort of turning out the same stuff again and again and againand repurposing it and putting it in a different form? Or, you know, do you have, you know, dedicated team member or division, youknow, that just is really focused on creating valuable content, and not justcontent that you might think, Oh, I find this very valuable, butreally with an emphasis on, you know,...

...what the key decision makers, thepeople that were trying to connect with, you know, are our audience,our email list. This is content that they will actually find valuable.Yeah, that's another great question. So you touched on one other thing,repurposing, which we can talk about that. That that can be hugely valuable.But I think the main thing is, I mean, if if I wasto say to you, Jonathan, there's no way you can come upwith five hundred paces of content for your company, you might say, well, we have. We just released five hundred episodes and I think when youwhen you think about it in advance, like there's no way you could thinkof five hundred topics. But every week you have a different set of conversationswith customers or vendors or whoever it is. It's out in the market and youjust you keep hearing things and you keep hearing about problems that your customersmight have and many of them will be related. But, like I said, it's all about just trying to solve the problem for the customer. SoI mean, I'll take the example of content kite. So we help beto be companies engage new business with content marketing. So I mean one wayof doing that is to create blog posts and to promote blog posts and toget someone on to the next stage of we EAMI list. So there's threetopics right there. But another way to engage customers, which is something thatwe don't offer as a service, is to start a podcast. So wehave posts coming up about, you know, how starting a podcast can can engagenew business with content marketing. I mean, okay, I could goon and on and I'd probably come up with about, you know, fiveor six just off the top of my head right now, but over thenext year I'm pretty confident that, by a loan, will come up withfifty, two, a hundred topics that we could write a blog post about. And, like I said, some of them will be related. Butyou'd be surprised just how many ways you can approach a problem with difference tothe solutions. Yeah, yeah, I agree. I mean, you knowwe, like you mentioned in the course...

...of this answer. You know,we're a daily show, so we are trying our best to come up withvaluable content, real solutions every day, and it's in it's difficult, butyou know, part of that is we're getting a chance to take advantage ofincredible guests such as yourself who come on and, you know, also getto share their experiences, their wisdom, their pain points. They're solutions.So I also wanted to touch on this idea that you had mentioned offline aboutthe unsubscribery and why you shouldn't worry about it. Yeah, so I covotthat you shouldn't worry about it too much or you or you shouldn't worry aboutit as a standalone metric. So just because you have a high unsubscribe right, it doesn't mean it's the end of the world. A May mean it'sthe end of the world, but it doesn't necessarily get into that. So, first of all, if you've been doing that thing I mentioned before andand building an email list and not emailing them, you will have when youdo start emailing them, you will have any exceptionally high unsubscribe right because they'llhave completely forgotten about you. But as long as you're providing good stuff,the people that unsubscribe the people who don't really want to hear from you,which means that the people who do hang around do want to hear it fromyou. So this is a bit of a Clayche but would you rather ofyou know, a thousand people on your list that don't want to buy fromyou or ten the day? And the answer is obviously ten. That toso it's more about having any gage list than having, you know, alist with with big numbers, because you can build a list by doing x, Y Z, but it may not be the top of list that youwant. So having people on subscribe can actually be a good thing because it'llbooster open rights, boots, your boost your engage in rights, etc.Etc. Back can increase you deliverability and all that kind of thing. Sothat was a bit of a ramble, but the INESSENCE, it's just about, yeah, having an engaged list as opposed to a large list. Yeah, I and I totally agree it is.

You know, we've had guess comeon before and talking about, you know, certain vanity metrics that thatalways sound good, but the ones that you can ignore, not necessarily ignore, but, you know, don't give as much weight to because, likeyou said, a a list that is that is more focused, even thoughit's maybe not as large, to be much more powerful if it's focused onon the people that you're really trying to connect with, the people that areactually interested. So so I'm in that. This is all been fantastic content.I don't want to take up too much of your time today, butI did want to mention you. We had talked a little about before recordingthat you had some sort of seven day email course that you were going tobe offering to listeners of the show. Do you want to talk about thatreal quick yeah, it definitely so. Yeah, we've put together an emailcourse and it essentially just details out anti process from from stop to finish,so covers those full pillars that I mentioned, a strategy creation, promotion and conversion, you know, so for coming up to the topics, to writingthem or getting them written, to making sure people get see get to seeit, and also moving people on to the next stage of your funnel.So we sort of pull back the curtains on that and just, you know, reveal our entire process so people can go and get that at content caughtcomforward, slash be to be growth and they'll get the first lessons right away. That's fantastic. We really appreciate that. We're also going to include that linkin the in the show notes, so you can check that out afteryou're done listening. Simon again, thank you so much for your time today. It was it was a real pleasure having you on the show. Thankyou very much for having you, Jonathan. Appreciate it. If you've been gettingvalued from this podcast, you can help us reach more people by reviewingthe show on itunes. Here's how you can leave a review in less thana minute. Open your podcast APP and tap the search icon in the bottomright corner. Type in bee to be growth, then select our show.Once you're there, tap the reviews tab and tell us what you think ofthe show. These reviews help us out of time. Thank you so muchfor listening. Until next time.

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