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 weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run outof content ideas again. Learn more at sweetfish MEDIACOM. You're listening to theBETB growth show, a podcast dedicated to helping betb executives achieve explosive growth.Whether you're looking for techniques and strategies or tools and resources, you've come tothe right place. I'm James Carberry and I'm Jonathan Green. Let's get intothe show. Welcome back to the BB growth show. We are here todaywith Alec Phillips. He is the director of search engine marketing at just media. Alec a doing today? Good? Are you, James? I amwonderful. So, Alec, before we dive into the topic today, we'regoing to be talking about mapping your content to keyword intent, but before wedive into that, tell us a little...

...bit about what you and your teamare up to. Adjust media. Sure, just media, we are headquartered inEmeryville, California, here in the bay area. We focus primarily onmedia planning and buying across all platforms, digital, traditional search, social andwe focus primarily on the BETB technology space. A lot of our clients are herein this Silcon valley and our main focus is delivering, delivering media upto the the correct audience. We are not a creative shop, we area media specialization agency. Awesome Alex. so, as we were talking offline, obviously talking about this idea of mapping content to keyword intent, talk toour listeners about why this is a topic that you think needs to be talkedabout. Sure, I'd say the biggest pain point that we have in BBtechnology marketing is a the audience itself is extremely specific. They're extremely knowledgeable aboutdigital advertising and what that entails. A...

...lot of our clients are cyber securitycompanies and the average audience, the target user for a cybersecurity company, issomeone who is in the security industry. So they're not the type of userthat's going to come to a landing page on your website and give you youremail right away. There is a level of trust that needs to be builtand getting the right content that builds that trust is extremely important in kicking offthe user journey on the path of conversion. Gotta okay. So as we divedeeper into this idea. Alec, I think you had mentioned in ouroffline conversation that the identification of the keywords is obviously a great enough starting place. Talk to us about your strategy behind identifying keywords and then being able toput almost place where in the journey that potential buyer is based on the keywordthat they're searching for. Yes, I...

...come from as the director trainer marking. My focus is first and foremost on keyword intent and that final step ofthe user journey across all of the mediums that we that we serve to hereat just media, from the billboard up on the one hundred and one downto the person searching a brandy keyword. The bottom of the funnel, thatlast click attribution always falls to, not always, but usually falls to search. We have that luxury of getting all the final step that a user willtake is they'll search for a solution, that search of pain point, butbecome brand aware and then they're going to search for your brand. And whatthat process looks like, specifically in search is the very high funnel terms arenot even always searched by the end user. That's going to convert someone searching forcyber security. That might be a CEO or someone higher up in operationsthat's like, okay, we need to look at our security solutions and theymight type that search in for that user.

We're not going to give them ademo of a security product. We want to get them informed and getthem brand aware. So the type of content that we want a map tothose broad industry level terms, is going to be different than the bottom ofthe funnel term. When the actual it engineer who's going to be implementing thesolution, they're going to search for purity company, where the top of thefunnel might be aqletely different person. So when we have those top of funnelterms, those broad industry terms, we want to serve them educational content.We want to serve them third party content, research content, gardener reports, foresterreports, guides to white papers and webinars that are really talking to yourbrand, talking to your product, but talking to the industry as a whole, because these terms are are very broad and if you're trying to sell ademo to the cteo who's doing just really early stage research, you're not goingto see a great response. And a...

...big part of performance marking and seeingefficiency with this is realizing that the people who are searching that we need tomake them brand aware. But there's a very small number of ctos, there'sa very small number of it directors. They're going to be searching these termsand they're going to be very expensive. So we want to make sure thatwe do serve this content. We're not just playing like, let's just trythe demo. If you're trying something really low funnel for these high funnel terms, you're going to blow through a budget really quickly. Got It. Sowhat do you suggest folks doing with those high level terms? What is thatof called action on that content? That called the action. It is thedownload the report. Okay, it's it's weird. If you're going to offeryour email, as the users going to offer their email, we have togive them something back. We have to give them a report. It hasto be low touch. We can't ask them for all of their sales infor like, what's your phone number and your address and with the market capof your company that you work for?...

Keep it simple, keep it highlevel, high touch. Download the report, watch the Webinarre. It's easy,it's free, it's educational. We're not trying to put up too manybarriers to entry here. They're just trying to age interest and hopefully collect anemail out of it. Yeah, so you mentioned earlier. I like that. You know different people in the organization are going to be searching different terms, and so what's the thought on out of determining, okay, if a, if a CTEO is searching this term, but we also want, you know, one of his direct reports to see this piece of content. Doesit then become of okay, we got the CTEO to download this report andnow we're we're sending that Ceteo content via email that we know he's going tolikely share with people and of further down the organization on his team? Orwhat's because you you're trying to apply this...

...to different personas different people that youknow are going to be consuming the content. What are your thoughts there? Themid funnel and the fact that these purchases are made in committees, there'svery rarely that single person making the final decision. It is the CTEO whogets the high level content and we email them with new content, hoping thatif they are the decision maker, that it moves in down the funnel butif they're not the decision maker, that it's the type of content they're goingto want to forward to their direct reports. Okay, starting with the educational content, and this midfunnel content is more brand specific, more product specific,more solution specific. So where that high funnel term might be cyber security,the midfunnel term is cyber security solutions, cyber security companies. It's discussing specificpain points that will hopefully resonate with those direct reports, with those people whoare out in the field actually implementing these products. That's do next, gotit. Okay, so you mentioned when...

...we were talking before we started recording. I, like you, said, that it's really important to create alanding experience that's in line with the search. Talk to us where, where doyou see people screwing this up? What are some common mistakes that peoplecan avoid when it when it comes to this sort of thing? Most commonmistake, James, I would say, is there's a landing page. It'scompany namedcom Garden report. We have our asset, put it into market,one landing page for that whole spectrum that we just spent ten minutes talking about. We now have one asset for that whole spectrum and one landing page forit. That, I think, is the biggest mistake and that is kindof the the crux of the the idea around trying to map content to keywordintent. If we have one piece of content, it's not going to mapto all stages of the user journey. M can you make a single asset, a single piece of content, work across multiple stages of the journey?Yes, and this is where search typically...

...can. It can be really beneficialto create multiple landing page experiences for those different stages of the journey. Soif you have just one asset, suppose that's all we have. It's allwe can afford. Slow time, year, whatever it is. We have onegardener report. If you create three different landing pages, one that sayspartner cyber security report, well, that'll be great for cyber security and thosereally top funnel terms, and the next landing page says Gardener's Cyber Security SoftwareDiagram. Now we can target those mid funnel terms, cyber security software,ever, security companies. It sounds as simple as put the key or theuser searching in the header of the landing page. Really all I'm saying.Yeah, but it's that extra step to create the new landing page. Createuse the actual keyword that the user is searching and using that in the copy. It's as simple as a user types...

...in that keyword and they see itand they're adding they see it in the landing page. They're going to trustit that just that much more and you'll see your conversion rates come up justthat little bit. Yeah, they'll get a page either successful or a completefile. Yeah, that makes Perfect Sense, Alec, that you know. Youmentioned something else earlier. You said you know that when you're talking aboutbe tob technology companies, which is a lot of the folks listening to thisare representing a Bob Tech Company, the volume that you're playing with is justdrastically lower than if you were working with the BBC brand. So what arethe things that that you've done or that you guys do it at your agencyto really make sure that you're capitalizing on, you know, the low amount ofvolume that you do have so that you're not squandering it? Sure,I think this is a it's a good segue from the landing page pitfalls topic. If you are searching for a lot of law of the companies that thatwe work with they have a very specific...

...target. It's mid to large capcompanies. The word enterprise is used a lot. You want to target enterprisecompanies. That's where the big deals are. The thing is, people don't searchfor enterprise cyber security. Yeah, they searched for cybersecurity solutions. Theydon't search for enterprise networking solutions. They search for networking solutions. So thatvolume of people who actually do search that is in the double digits. Andso we don't have the luxury that a BTC on consumer companies do, wherethere are tens of hundreds of millions of cliques and Impressions Interactions Daily that wecan test. We can, we can test hundreds of versions of Ad Copying, hundreds of versions of landing pages to find that the right the right combinationto increase our conversion rates when we have...

...that kind of that volume. Butwith these technology terms it's a very small audience, it's a specific audience.We don't have the luxury of a hundreds of thousands of clicks to make thoseoptimizations. So starting from the beginning with content and landing pages that are alignedto these high volume terms is super important to seeing any kind of success.Going back to that. What's the biggest mistake that you'll see? Here's onepiece of content. Put it up to everything. My advice will always beall right. So for that really broad term network solutions, we don't wantto target it with that. They now let's just test it. I'll tellyou from the beginning it's going to eat up the whole budget. It's goingto and it's not going to work. We need to have a landing pagespecific to that term if we really want to go after something that's going tobe fifty dollars a click but only receive a hundred clicks a week. Okay, I like this has been at. You've given me a lot to chewon, a lot to think about. Is there anything else related to thisidea of mapping content to keyword intent that...

...you think listeners should know before Ilet you go today? I think we covered a lot of it. It'sreally about ensuring that the user experience is seamless and it makes sense. Inuser searches for something, what are they searching for? Let's put that inour put that their landing page and let's put that in the asset that we'reactually delivering at the end. That is the user journey. It's going toestablish trust, established a brand presence and deliver relevant information to the end user. Yeah, so often times it seems like it just comes down to goingthe extra mile and and creating those few extra landing pages can seemingly make that, you know, make it an enormous difference in conversion by just taking thatextra step. So I appreciate you sharing this with us today. Alec.If there's somebody listening to this, they want to stay connected adjust media orthey want to stay connected with you. What's the best way for them togo about doing that? If you have more questions after here in this,my email is Alec Phillips. Adjust MEDIACOM...

...and welcome to connect with me there, as well as just Mediacom. The website that will have everything you needif there's more questions about company in and what we do. Love it awesome, Alic what, thank you so much for your time today. Man,this has been fantastic, so I really appreciate it. Thank you, James. Good talking to you. If you're a BETB marketer, we want tofeature you on sites like the Huffington Post, social media examiner and chief marketer.Every week we send that a question related to be to be marketing.We use the responses to those questions to fuel the content we write for reallypopular websites. So head over to sweet fish Mediacom slash questions and sign uptoday. Thank you so much for listening. Until next done.

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