564: How to Map Your Content to Keyword Intent w/ Alec Phillips

ABOUT THIS EPISODE

In this episode we talk to Alec Phillips, Director of Search Engine Marketing at Just Media.

Are you struggling to come up withoriginal content, weaken and weak out start a poncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again learn more at sweetfish media dotcom. You were listening to the Beato eGrosth show podcast dedicated to help I be to be executive, achief, explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm Janes Carberry and I'mJonathan Green. Let's get into the show, welcome back to the beauteby growthshow. We are here today with Alec Phillips. He is the director of searchengine marketing at just media Aakay doing today, good. How are you Jimi amwonderful, so Alek before we dive into the topic today we're going to betalking about mapping your content to keyword intent, but before we dive intothat, tell us a little it about what...

Youaner team re up to a just media,Surt, just media. We are headquortered in Emergal California, here in the bayarea, we focus primarily on media planning and buying across allplatforms, digital traditional search, social and we focus primarily on theBTO B technology space. A lot of our our clients are here in this locondallyand our main focus is delivering delivering media to e the correctaudience. We are not creative shop. We are a media specialization agency, Oawsome Alics, so as as we were talking offline, iw St talking about this ideaof mapping content to keyword, intent talk to our listeners about why this ist e topic that you think needs to be talked about.Sure I, the biggest painpoint that we have in Bto B technology marketing is a the audience itself, is trumelyspecific, they're, extremely...

...knowledgeable about digtal advertising a and what thatentails. A lot of our clients are ciber security companies and the averageaudience the target user for S. hipar security company is someone whois inthe security industry, so they're, not the type of user. That's going to cometo a landing page on your website and give you your email right away. Thereis a level of trust that needs to be built and getting the right content that builds.That trust is extremely important in chicking off the user journey on thepath to conversion got I okay. So as we dived deeper into this idea, like Ithink you youhad mentioned in our offline conversation, that theidentification of the keywords is obviously a great starting place. Talkto us about your strategy behind identifying, kwords and then being ableto put almost place where in the journey that potential buyer is basedon the keyword that they're searching for. Yes, I come from as the rrrmarking my focus. I is first and...

...foremost on seward intent and thatfinal step of the user journey across all the mediums that we that wed servedto her jestmedia from the billborn up on the one O one down to the personsearching a Brande Kert. The bottom of the funnel that last click attributionalways falls to notways, but it usually falls to search. We have that luxury ofgetting all the the the final step that a user will take is they'll search fora solution at search. A painpoint will become brand aware and then they'regoing to search for your brand and what that process looks like specifically insearch is the very high final terms are not even always searched by the enduser. It's going to convert upon someone ICIN FOR CIPER security thatmight be a CEO or or someone higher up in operations. That's like okay. Weneed to look at our security solutions...

...and they might type that search in forthat user. We're not going to give them ademo of a security product. We want togive them informed and get them brand aware so ay type of content that wewant to map to those broad industry level terms is going to be differentthan t the bottom of the funnal term, when the actual it engineer who's goingto be implementing the solution. They're going to search for EcurityCompany, where the top of the funnel might be a Qeay different person. Sowhen we have those top of funal terms, this broaht industry terms one certaineducational content. We want Ta Servant Third Party content, research, content,Gartner reports, forester reports guides to white papers and webonars that are really talking to your brand talking to yourproduct, but talking to the industry as a whole, because these terms are arevery broad and if you're trying to sell Ademo to the CTO wis doing this reallyearly stage, research you're not going...

...to see a great response and a big partof erformance marketing and seeing efficiency with this is realizing thatthe people who are searching that we need to make them brand aware, butthere's a very small number of ctos there's a very small number of itdirectors that are going to be searching these terms and they're goingto be very expensive. So we want to make sure that we do serve this content,we're not just being like Il. Let's just try the demo you're tryingsomething really low funnel for these highfall terms, you're going to blowthrough a budget really quickly Tso. What do you suggest folks doing with those high level terms? What isthat have called action on that content, but that called the action? It is thedownload the report, it's it's weird. If you're going to offer your email asthe users going to offen the email, we have to give them something back, wehave to give them a report. It has to be low touch. We can't ask them for allof their sales INF. What's your phone number and your address, and with themarket cap of your company that you...

...work for Kepin symple, keep at highlevel high touch download the report watch the web anrm. It's easy! It'sfree! It's educational, we're not trying to put up too many barriers toentry here, whe're just trying to age interest and hopefully collect an emailout of it. So you mentioned earlier atlike that you know different peoplein the organization are going to be searching different terms, and sowhat's the thought on out of determining okay, if a if a CTO issearching this term, but we also want you know one of his direct reports tosee this piece of content. Does it then become okay? We got the CTO to downloadthis report and now we're we're sending that CTO content via email that we knowhe's going to like share with people at Ave, further down the organization onhis team or, what's because Y, U you're, trying to apply this to differentpersonas different people that you know...

...are going to be consuming the content.What are your thoughts there, the mid funnel and the fact that thesepurchases are made in committees? There's very rarely that single personmaking the final decision? It is the CTO who gets the Highov content and enwe email them with new content, hoping that if they are the decision maker that itmoves hem down the funnel. But if they're, not the decision maker at it's,the type of content, tere Gono Wana forward chew their direct reportsokaystarting with the educational content, and this midfille content ismore brand specific, more product, specific,more solution, Pacific, so where that high final term might be ciper security,the medipoal terrormist CIBRA, securiti solutions, Tiva security companies,hmit's discussing specific pain points that will hopefully resonate with thosedirect reports with those people who are out in the field actuallyimplementing these products. Bat, two...

...next Goti, okay, so you mentioned whenwe were talking before we started, recording like you said that it'sreally important to create a landing experience. That's in line with thesearch talk to us. where, where do you see people screwing this up? What aresome common mistakes that people can avoid when, when it comes to this sortof thing, most common mistake, James, I would say,is: There's a landy page. It's companynamed Com, Slash Gardener report. We have our asset, put it in t a market,one landing page for that whole spectrum that we just spent ten minutestalking about mm. We now have one asset for that whole spectrum and one landingpage for it. Shaathink is the biggest mistake and that is kind of the cruksof the idea around trying to mout content to ceard intent. If we have onepiece of content, it's not going to map to all stages of the user journey mm.Can you make a single asset, a single piece of content work across multiplestages of the journey? Yes, and this is...

...where search pecifically an it can bereally beneficial to create multiple landing page experiences bfor thosedifferent stages of the journey. So if you have just one asset suppose that'sall we have it's all we can afford slow time year whatever it is. We have onegardener report. If you create three different landing pages, one that saysArner CIBER security report well, that'll be great for cirus security andthose lae top funnel terms. MHM and next lannipage says Gartners Cyrusecurity software diagram. Now we can target those midfial terms: SIBERsecurity, softwares, oer security companies. It sounds as simple as putthe key or the users searching in the header of the landing page. Reallyalnshang Y ah, but it's that extra step to create the new anny page Cret usethe actual keyword that the user esearching and using that n the copyit's as simple as a user types in that...

Keword and they see it an e Ad and theysee it on the landing page they're going to trust it. That? U T that muchmore and you'll see your conversion rates come up just that little bit a page either successbl or complete volyeah. That makes perfect sense and like tha, you know you mentioned somethingelse earlier. You said you know tha when you're talking aboutbtobtechnology companies, which a lot of the folks listening to this are y. urepresenting a Bto Btet Company, the volume that you're playing with is justdrastically lower than if you were working with a B C brand. So what arethe things that that you've done or that you guys do it at your agency toreally make sure that you're capitalizing on Yo k, ow the low amountof volume that you do have so that you're not squandering it sure? I thinkthis is it's a good segway from the the Colanni page pitfall's topic. If youare searching for a lot of lot of the companies that that we work with, theyhave a very specific target. It's mid...

...to large caw companies. The wordenterprise is used a lot you want to target enterprise companies. That'swhere the big deals are. The thing is people don't search for enterprise,IBER security, they search for Civer, securiersolutions y? They don't tore enterprise, networking solutions, research for notworking solutions, so that the volume of people who actually do search thatis in the double digits. So we don't have the luxury that obetecy n consumercompanies do where there are tens of hundreds of millions of cliqkues andImpressions Interactions Daily that we can test. We can. We can test hundredsof versions of bad copy and hundreds of versions of of landing pages, to find tthe right. The right combination to increase our conversion rates when wehave that kind of that volume. But with...

...these technology terms it's a verysmall audience, it's a civic audience. We don't have the luxury of o hundredsof thousands of cliques to make those opmizations so starting from the beginning, withcontent and landy pigs that are aligned to these eye volume terms is superimportant to Seeng any kind of success going back to that. What's the biggestmistake that you'll see cheers one piece of content. Put it to everything.My advice will always be all right. So for that really broad term networksolutions, we don't want to target it with that say no, let's just test itI'll tell you from the beginning: it's going to eat up the whole budget, it'sgonna and it's not going to work. We need to have a landy page specific tothat term. If we really want to go after something hit's going to be, youo fifty dollars a click, but only receive a hundred clicks a week, okayalike. This has been you've. Given me a lot to chew on a lot to think about. Isthere anything else related to this...

...idea of mapping content to Keyworanintent that you think listeners should know before? I let you go today, but Ithink we covered a lot of it. It's really about assuring that the t, euser experience is seamless and it makes sense, and he user searches forsomething. What are they searching for? Let's put that in our ad put that inour landing page, and let's put that in the asset that we're actuallydelivering at the end, that is the the user journey. That's going to establishtrust, established a brand presence and deliver relevant information to the enduser, yeah so often times it seems like it just comes down to going the extramile and and creating those few extra landing pages can seemingly make thatyou know make an enormous difference in conversion by just taking that extrastep. So I appreciate you sharing this with us today, Alik if there's somebodylistening to this, they want to stay connected with just media or they wantto stay connected with you. What's the best way for them to go by doing that.If you have more questions after her in...

...this, my email is Alec Phillips, AdjustMedia Dotcom, welcome to connect with me there, as well as just media dotcom.The website that I'll have everything you need. There's more questions aboutH, company and an what we do. Lov Itossimalic will thank you so much forutime todayme and this has been fantastic. I real appreciate it. Bankydrames Goo, talking Toyou Fyou're, a bincompose social media,examine er, O she forer every week. We seen that a question really aneemarketwe use the responses to those questions to feel en contentwy writefor really popular websites so head over to sweetdish, medy, tcom, slash,questions and sign up today. Thank you so much for listening until next time.

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