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 create content that resonates with your audience? Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the B to be growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, 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 to get a lot of value from. The podcast is called the business of story and it's hosted by my friend Park how we featured park on our podcast back on episode eighty seven, and it was one of my favorite episodes. The reason I think you're going to love the business of story is because of how hyper focused the content is. Park in his guests talk about business storytelling in every single episode. They just look at it from a different angle or explore a different subtopic, but it all points back to business storytelling and I love that. I love the focus of it. Just to give you a taste of what some of the episodes look like, or read off some headlines from some of 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 up your leadership game with storytelling and owning your origin story to make a personal impact on the world. You can see every every episode relates to business storytelling and we all know how important storytelling is in business today. And so, as a b Tob Marketer listening to this as a founder, you know that you need to step up your storytelling game and...

...the business of story is a podcast that's absolutely going to help you do that. So head over to the business of story. Just type the business of story in your podcast APP, get subscribed, downloads some episodes and enjoy. Welcome back to the B tob growth show. Today we are joined by Simon Thompson. Simon is the founder at content kite. Simon, welcome to the show. Thanks to having made Jonathan. It's great to connect with you Simon is currently in France. I say this a couple of times week. I'm consistently blown away by the power of technology to connect us in this way where we're getting to have this amazing conversation from, you know, halfway across the world and then we're going to get to 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 us today from France, and today we are going to be talking about how to actually convert your readers with your content, which I think is a very important lesson, a very important takeaway. But before we get into that, Simon, tell us a little about what you and your team at content cater up to these days. Sure, so, content kite is a full service content marketing service. So we handle will we break it down into four pillars of content marketing. So I think a lot of people, when they think of content 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 it down into four areas, being strategy, creation, promotion and conversion and we tend to see the best results coming from content marketing when you have all of those four pieces in place, and not just the writing and the publishing on the blog, because anyone who has published a blog post will probably know that, unless you have, you know, a really high domain authority, you've been around for a long time, it's just a very, very hard to get traffic to that post if you're just...

...letting its sit there and without promoting it. So that's sort of how how we work and and why we look at 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 out there and everyone has this focus on you gotta got to create content, but kind of then, what then? What happens? I mean you can't just create a piece of content and expect, with all that noise out there, you know, just expect, oh, people will read it, because it because I created it, and so I think that's one of the reasons we're so 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 convert your readers with this content? How are you supposed to move them along the funnel? So so, Simon, when you take it away from there? Yeah, sure, well, bit. The first place of that is oviously promoting 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. But yeah, like you said, it's hugely important to be converting raids to the next side of the funnel, because the whole point of a blog, you know, let's throw away the kid and here, is to get more custom as 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 like that. But we need to be very cognizant of the fact that people won't necessarily just ready to blow post and want to do business with you. So what 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 getting someone onto your email list is to create a lead magnet, which I'm sure many of the listeners are familiar with.

But we got step further with that and we create what's called a content upgrade, which is essentially just a really specific lead magnet, and when I say specific, like specific to the article that they're reading. So if you've got a blog post about, use a really basically example, but five top SEO tactics, if in two thousand and seventeen you might have a content upgrade that's hey into your email to get the top five seo tactics plus two bonus tactics, and that just adds an extra incentive to get something a that's really easy to read. It's just like a cheat sheet, like a one page up and it's got extra stuff in it that wasn't in the original article. So the incentive to download that and for them to get onto your email list is significantly higher than if you just had something like Hey sun up to our use that are of hey, get this generic lead magnet, because we don't know that they're interested in that kind of thing. 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's much 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 a way, I mean this was something you had mentioned before the show that you just 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 specific lead 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 air quotes, which I can't say, but lead magnets. It can be very effective. 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, the the more related to the post that the constant upgrade is or the lead magnet is, the higher the email subscription rate will be. It tends to be like a direct correlation. So the importance of that, of getting someone onto your email they still or getting someone...

...to the next day do the funnel is is quite important because, like I said, no one's going to read a 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. So once they're on your email list or you have them in the next St Edu of the funnel and have a way to continuously engage them and give them more value and give, give, give, give, give, once they're on that your email list, you have a much better opportunity to do that because you can continue to send them emails on a weekly basis. So or have O, you'd like to do it. Yeah, well, so, all right, let's let's talk about that idea. Then you you know, you have someone converted to a subscriber. You're talking about this idea of more continually engaging them. Do you have some best practices? Do you have some some tips for our listeners? You know, I'm kind of coming from a place to 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 on someone's email list and you get sick of this person or they're not actually providing you value, or you just see that they are sending you these, you know, these huge email blasts and it's so ineffective. I think we've all we've all experienced it. So do you have any, then, recommendations for the listeners? Once you've kind of gotten them to that point, how do you successfully engage with them? Yeah, great question. So, I mean the first thing I would say is is make sure your emailing the list, because the worst thing you can do, worse than, you know, sending crap content, is just sending no content at all. Well, maybe people paple can decide, but which is worse? But as the MAKOTA, you want to be sending some emails. If you get the email address and then you 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 the FAM button, whichever of the two. So the first thing, email your list. But secondly, as you quite rightly pointed out, you need to be emailing good stuff. So I mean...

...like a cringe and side when I say this, but just give it as much value as you can. And I cringe because it sounds so basic right, like just just give something that someone wants to read. But I think so many people get it, get the idea in their head that, you know, I just need to be sending 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 be to help your potential customer as much as you possibly can. So we always say create content that solves the same problem that your solution solves, but via education. So your goal with sending that weekly email, newsletter, or whatever it may be, it should just be educating your potential customer how to solve their problem in in as many ways as you can and as best you possibly can. 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 customer because 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 this problem, who do I go to? You're the first person, I think of yeah, and so then, Simon, my kind of follow up question of that is, do you have any strategies that you'd be able to share when it comes to creating valuable content when it comes, you know, like, how often can a business be creating content that consistently remains valuable, or are you just sort of turning out the same stuff again and again and again and repurposing it and putting it in a different form? Or, you know, do you have, you know, dedicated team member or division, you know, that just is really focused on creating valuable content, and not just content that you might think, Oh, I find this very valuable, but really with an emphasis on, you know,...

...what the key decision makers, the people 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 was to say to you, Jonathan, there's no way you can come up with five hundred paces of content for your company, you might say, well, we have. We just released five hundred episodes and I think when you when you think about it in advance, like there's no way you could think of five hundred topics. But every week you have a different set of conversations with customers or vendors or whoever it is. It's out in the market and you just you keep hearing things and you keep hearing about problems that your customers might 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. So I mean, I'll take the example of content kite. So we help be to be companies engage new business with content marketing. So I mean one way of doing that is to create blog posts and to promote blog posts and to get someone on to the next stage of we EAMI list. So there's three topics right there. But another way to engage customers, which is something that we don't offer as a service, is to start a podcast. So we have posts coming up about, you know, how starting a podcast can can engage new business with content marketing. I mean, okay, I could go on and on and I'd probably come up with about, you know, five or six just off the top of my head right now, but over the next year I'm pretty confident that, by a loan, will come up with fifty, two, a hundred topics that we could write a blog post about. And, like I said, some of them will be related. But you'd be surprised just how many ways you can approach a problem with difference to the solutions. Yeah, yeah, I agree. I mean, you know we, 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 with valuable content, real solutions every day, and it's in it's difficult, but you know, part of that is we're getting a chance to take advantage of incredible guests such as yourself who come on and, you know, also get to 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 about the unsubscribery and why you shouldn't worry about it. Yeah, so I covot that you shouldn't worry about it too much or you or you shouldn't worry about it 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's the 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 and and building an email list and not emailing them, you will have when you do start emailing them, you will have any exceptionally high unsubscribe right because they'll have 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 from you. So this is a bit of a Clayche but would you rather of you know, a thousand people on your list that don't want to buy from you or ten the day? And the answer is obviously ten. That to so it's more about having any gage list than having, you know, a list 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 you want. So having people on subscribe can actually be a good thing because it'll booster open rights, boots, your boost your engage in rights, etc. Etc. Back can increase you deliverability and all that kind of thing. So that 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 come on before and talking about, you know, certain vanity metrics that that always sound good, but the ones that you can ignore, not necessarily ignore, but, you know, don't give as much weight to because, like you said, a a list that is that is more focused, even though it's maybe not as large, to be much more powerful if it's focused on on the people that you're really trying to connect with, the people that are actually 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, but I did want to mention you. We had talked a little about before recording that you had some sort of seven day email course that you were going to be offering to listeners of the show. Do you want to talk about that real quick yeah, it definitely so. Yeah, we've put together an email course 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 writing them or getting them written, to making sure people get see get to see it, 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 caughtcom forward, 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 link in the in the show notes, so you can check that out after you'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. Thank you very much for having you, Jonathan. Appreciate it. If you've been getting valued from this podcast, you can help us reach more people by reviewing the show on itunes. Here's how you can leave a review in less than a minute. Open your podcast APP and tap the search icon in the bottom right 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 of the show. These reviews help us out of time. Thank you so much for listening. Until next time.

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