523: Producing Content that Drives Conversion and Builds Real Trust w/ Daniel Wallock

ABOUT THIS EPISODE

In this episode we talk to Daniel Wallock, an expert marketer, heart condition survivor, and published author.

Wouldn't it be nice to have several thought leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers? Learn more at sweet phish MEDIACOM. Sweet Phish Mediacom, you're listening to the be tob growth show, podcast dedicated to helping be to be executives achieve explosive growth. What 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 it into the show. Welcome back to the BE TOB growth show. Today we are joined by Daniel Wallack. Daniel is an expert marketer, he's a heart condition survivor and he's a published author. Daniel, welcome to the show. Hi, Jonathan, I'm excited to be here. It's a pleasure to have you on the show today. Today we're actually going to...

...be talking about content that drives conversions and real trust. I think it's a very powerful topic form we talk about today. But before we get into all of that, Daniel, maybe you can tell our listeners a little about yourself and what you've been up to? Yeah, so I've been doing marketing for a long time now, about seven or eight years, but only in the last two years of I really ran am marketing agency type business. I've worked with about fifty companies all well being a full time student in college, which has been pretty crazy. And Yeah, so I've had the opportunity to work with really cool people and companies like BMWI ventures, the American Heart Association, even my College Sir Lawrence College. It's been really fun. That's fantastic. I mean, obviously you have a lot on your plate, so we really do appreciate you carving some time out of your schedule to be with us here on the show again talking about this idea that you need to create content that drives conversions and, you know, it creates real trust. We were talking a little bit offline before we started recording. How I think that this,...

...this conversation were about to have right now, is very important because everyone is producing content. No one is a stranger to the concept that, you know, content is king, but the problem is we're reaching this sort of saturation point. We're reaching a point where everyone is creating content, but there's only so many hours in the in the day. So creating content is obviously important, but you have to go beyond that. You have to do additional work, you have to you have to create content now that is more insightful, more valuable than ever before. You know, we're also going to be getting into the evolution of case study content, but I don't want to. I don't want to step on your toes. So so Danie'll take it away. What are we really going to be talking about today? Yeah, no, Jonathan, you really said it right. That's what's going on. I mean what's going on is people say, Oh, we need to do content for our business and they go out and they a lot of people end up first hiring someone who doesn't know much about content marketing, or they might hire content marketing agency, but that's I don't know how common that is, but I guess what I mean to say is you can do content and everyone says it's...

...a long term strategy, but it doesn't have to be a long term strategy. You don't want to publish twenty articles and see zero leads, especially if you're spending five hundred dollars per article. And it's a three thousand the world article or whatever it might be. There's ways to do this where you build real authority and real trust, and that's by using things like screen capture video to show them live feed of you, if you're a marketing agency doing your work, or if it's a another company, maybe a video testimonial that integrates to your content. There's a lot of ways to build trust and I think a lot of it has to do with just having transparent content and I think, yeah, it's just been interesting because everyone is pumping out so much stuff, but it's not about quantity, or at least for me, I had one piece, a single piece that I wrote drive me more leads then in the last two years combined a single article. Yeah, Daniel, I don't know how specific you can get about this article and but like, if there's...

...any way we can talk about what it was that you did specifically, what you think? What was the element that that built the most trust, that built the most that trafficked to the you know that that created sort of these real conversions that were that we're talking about today. Great, yeah, so what I'd say about that is that I first want to make a comment on the authority blogs and press. So I've been featured and almost every major magazine and I've seen very little traffic from that. Probably less than five hundred visitors combined. I've had over thirty four press placements and, you know, less than five hundred visitors. I say that just to the degree. It's not about where your content is going all the time. Of course I've had some of those articles drive a few leads, but when I publish my content on a blog, that was with my target audience and then that content showed my target audience that I probably could solve their problem better than anyone in the world.

So it was a case study it. I mean it produced massive results. There are a lot of companies out there that they believe in their service, they believe in their product. They know, hey, we've got a solution for you, we can solve your problem. But where would you say then? You know, as they're generating their own content, where are they missing their mark? I mean it almost sounds like you're seeing more content that is, I don't know, less authentic or less genuine, or you know, is there is there a different piece of the puzzle that People Are Missing? I don't even know if I'd qualify it this way, but it's almost like you can look at a company's blog and say, oh, they're just making content, because they'd need to make content or someone told them that that's the thing to do. Like it doesn't look like, as rand fish can'd say, like it doesn't look like x content. This is not whiteboard Friday. It's just random stuff that they had someone spin into an article. Yeah, yeah, or it's not necessarily random, but it doesn't appeal the way...

...that a case study that might have taken three weeks to write and that really looks at solving a massive problem would. And so I think there's a guy named Dennis you and recently him and I've been talking a good amountain. His content is incredible and the reason I was so attracted to speaking with him is because his content clearly demonstrated that he was the one to solve a lot of the things I had questions about. HMM, okay, so you know, and Dana's I mean, this makes perfect sense. I agree with with sort of everything that you're saying in terms of, you know, why Building Authority can drive quality leads, why you need to create very you know, it's very specific content that again drives real conversions, real trust, and you had even mentioned a little bit earlier in the in the interview some specific examples. You know. Can Can we talk a little about what you meant by these screen capture video, some of the some of the techniques that you've seen work, some of the things that we can leave our listeners with that they can...

...go back to their company and say, Hey, I think this is what we should be doing with our content moving forward. Yeah, so leave some names out here, but I've seen some great success with screens capture video to show your audience exactly what you're doing on the computer live feed. So this works for creative or marketing agencies really well and I just started doing this on my own Youtube Channel because I've seen it work for some of my friends who have agencies. And the reason is you can't really lie about what's on the screen and it's also just so genuine to be going through and showing people the AD results or whatever it might be. It doesn't have to be in the marketing or creative agency space. It could even be you having a dialog with a client and then asking the client if you could tweet about it. And showing you, impressing them in the customer service of something like that. You know, I think there's a lot of ways to do things that are creative, that are a little bit beyond what people see is, quote, business appropriate, but that will actually build genuine relationships. So, for example,...

...on my facebook. So at the end of the episode I'll probably plug my facebook because I'm getting more leads through my facebook than any of the other channels right now. Yeah, and I have actually, I actually was talking to someone that we've had on the show, John Ferrara, who had given me some advice after the show. We were we were just we're just sort of wrapping and he asked me about my my twitter account. And so for my my twitter account, sometimes I pay attention to it. I don't pay as much attention to it as as other things in my life. There's only so many hours in the day. But he had said one of his pieces of advice was, you know, put out con to put out information, tweet about things that are relevant and personal in your life. You know people are going that's going to resonate with people. They're going to see who you are, they're going to see the genuineness. It doesn't always have to be. You know, hey, check out this, this piece of content that we created for business. It can, you know, it can be more personal...

...and I feel like you're sort of tapping into this idea that you can, you can be more personal in business these days. But but I think it I think there's also some pushback. I think people might say, you know, there's still as this I don't know what the word I'm looking for, delineation between your personal life and your business life. But are you saying that those that that line is blurred now, or is there still a line? I think it really depends on the size company you're in and what you're doing there. But for people in smaller companies or midsize companies, and I'd say let's just qualify that, let's say under five million dollars a year or, in my case, a lot of the clients I work with her, between one, two, three million, and you'll reoccurring revenue. And you know, I think in that space there's a lot more room to be personal because you are maintaining relationships and that's part of being a brand. What I would also say is those people who you are interacting with are not just leads their...

...people and they do have emotional lives. I don't want to name the company, would knows, at one of these fortune five hundred brands. I developed a really close relationship with one of the employees there and he became a mentor for me and I stayed on just because I enjoyed spending time with him. And you know, it comes down to a relationships, a lot of it. Aside, little tip I want to give is if you are using twitter or you are using facebook for your business, what I started doing is I run twitter ads to all my followers for a few dollars a day here. that a few dollars, but they keep seeing my face and seeing my positive tweets, so they all remember I exist. And when they have somebody who needs marketing work and they keep seeing me every day, those impressions, I mean, it just really good to repeat that image. Yeah, and it's always it's always great to see a marketer or a marketing company that sort of puts into practice the the same techniques that they use for their clients, because...

...it's sort of like you say, it shows this transparency. It's almost shows that, hey, I'm putting my money where my mouth is. I'm using the same things for for you because that I use for myself, because I know that it works. That's exactly it, and that's why I think it's so impressive when a brand or a company showcases something that shows them using their service or shows them solving a problem they had, at least in the creative or marketing agency at side. It's something that's easier to do. Or actually, I wouldn't even say that because I don't see a lot of marketing companies is doing any marketing or like public branding and things like that. But when you do invest in that and show that you believe in it, I mean it's going to be a lot easier to convince someone else to do it. Yeah, I think. I think it really relates back to you your point of of real transparency, and you know, Daniel'd mentioned sort of these screen capture videos. You had mentioned screenshots of advertising campaigns, having video testimonials, other things that demonstrate real transparency. Before we let you go today, was...

...there anything that we didn't get a chance to cover, or any pieces of advice you want to leave our listeners with? Yeah, if you're already not doing it, look into building case studies and look into even if it's having your current clients to video testimonials and then feeding them you to your twitter audience, whatever it might be. Do I things of trial in our error. You really can, like you can go out and spend fifteen on that twitter video and get it seen by five hundred people, a thousand people or more than that. Probably a lot more than that, but the idea is you can reach these people who are already watching you for a very little amount of money and something. Here's another side thing. I served ads when I made the Huffington post about seven months ago and I serve them to all my clients and pass clients and that brought in a ton of new revenue, which is crazy. The actual press didn't bring in new leads, like new revenue from that, but my currents clients renewed contracts or got past ones gone in touch...

...with me. Yeah, that's great. That's great, it's and I think it's a great takeaway. Daniel, I do really appreciate your authenticity that you've brought here on the show today. If any of our listeners are interested in connecting with you learning more about this idea that you know, you need content that drives conversions and real trust. What's the best way for them to go about doing that? Yeah, so, like I said, I'm really digging social right now. So you can tweet me at Daniel Wallock. You can also facebook me. Just type in my name, Daniel Wallock, and it's and it's all the same. Why you said you're sort of you've got you've got your business life and your personal life, but there's there's less of a distinction there. You're really you're just being very honest, be being very transparent with everyone out there. I'm doing my best. Yeah, well, that's fantastic, Daniel. Thank you so much for your time today. Was a pleasure having you on the show. Of course. Thank you. To ensure that you never miss an episode of the B Tob Growth Show, subscribe to the show and Itunes or your favorite podcast player. This guarantees that every episode...

...will get delivered directly to your device. If you or someone you know would be an incredible guest for the B to be growth show, email me at Jonathan at sweet fish Mediacom. Let us know. We love connecting with be to be executives and we love sharing their wisdom and perspective with our audience. Thank you so much for listening. Until next time,.

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