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 with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run out of content ideas again. Learn more at sweetfish MEDIACOM. You're listening to the BETB 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 to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Alec Phillips. He is the director of search engine marketing at just media. Alec a doing today? Good? Are you, James? I am wonderful. So, Alec, before we dive into the topic today, we're going to be talking about mapping your content to keyword intent, but before we dive into that, tell us a little...

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

...lot of our clients are cyber security companies and the average audience, the target user for a cybersecurity company, is someone who is in the security industry. So they're not the type of user that's going to come to a landing page on your website and give you your email right away. There is a level of trust that needs to be built and getting the right content that builds that trust is extremely important in kicking off the user journey on the path of conversion. Gotta okay. So as we dive deeper into this idea. Alec, I think you had mentioned in our offline 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 to put almost place where in the journey that potential buyer is based on the keyword that 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 of the user journey across all of the mediums that we that we serve to here at just media, from the billboard up on the one hundred and one down to the person searching a brandy keyword. The bottom of the funnel, that last 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 will take is they'll search for a solution, that search of pain point, but become brand aware and then they're going to search for your brand. And what that process looks like, specifically in search is the very high funnel terms are not even always searched by the end user. That's going to convert someone searching for cyber security. That might be a CEO or someone higher up in operations that's like, okay, we need to look at our security solutions and they might type that search in for that user.

We're not going to give them a demo of a security product. We want to get them informed and get them brand aware. So the type of content that we want a map to those broad industry level terms, is going to be different than the bottom of the funnel term. When the actual it engineer who's going to be implementing the solution, they're going to search for purity company, where the top of the funnel might be aqletely different person. So when we have those top of funnel terms, those broad industry terms, we want to serve them educational content. We want to serve them third party content, research content, gardener reports, forester reports, guides to white papers and webinars that are really talking to your brand, 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 a demo to the cteo who's doing just really early stage research, you're not going to see a great response. And a...

...big part of performance marking and seeing efficiency with this is realizing that the people who are searching that we need to make them brand aware. But there's a very small number of ctos, there's a very small number of it directors. They're going to be searching these terms and they're going to be very expensive. So we want to make sure that we do serve this content. We're not just playing like, let's just try the 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. So what do you suggest folks doing with those high level terms? What is that of called action on that content? That called the action. It is the download the report. Okay, it's it's weird. If you're going to offer your email, as the users going to offer their email, we have to give them something back. We have to give them a report. It has to be low touch. We can't ask them for all of their sales in for like, what's your phone number and your address and with the market cap of your company that you work for?...

Keep it simple, keep it high level, 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 many barriers to entry here. They're just trying to age interest and hopefully collect an email 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. Does it then become of okay, we got the CTEO to download this report and now we're we're sending that Ceteo content via email that we know he's going to likely share with people and of further down the organization on his team? Or what's because you you're trying to apply this...

...to different personas different people that you know are going to be consuming the content. What are your thoughts there? The mid funnel and the fact that these purchases are made in committees, there's very rarely that single person making the final decision. It is the CTEO who gets the high level content and we email them with new content, hoping that if they are the decision maker, that it moves in down the funnel but if they're not the decision maker, that it's the type of content they're going to 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 specific pain points that will hopefully resonate with those direct reports, with those people who are out in the field actually implementing these products. That's do next, got it. Okay, so you mentioned when...

...we were talking before we started recording. I, like you, said, that it's really important to create a landing experience that's in line with the search. Talk to us where, where do you see people screwing this up? What are some common mistakes that people can avoid when it when it comes to this sort of thing? Most common mistake, James, I would say, is there's a landing page. It's company 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 for it. That, I think, is the biggest mistake and that is kind of the the crux of the the idea around trying to map content to keyword intent. If we have one piece of content, it's not going to map to 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 beneficial to create multiple landing page experiences for those different stages of the journey. So if you have just one asset, suppose that's all we have. It's all we can afford. Slow time, year, whatever it is. We have one gardener report. If you create three different landing pages, one that says partner cyber security report, well, that'll be great for cyber security and those really top funnel terms, and the next landing page says Gardener's Cyber Security Software Diagram. Now we can target those mid funnel terms, cyber security software, ever, security companies. It sounds as simple as put the key or the user 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. Create use 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 it and they're adding they see it in the landing page. They're going to trust it that just that much more and you'll see your conversion rates come up just that little bit. Yeah, they'll get a page either successful or a complete file. Yeah, that makes Perfect Sense, Alec, that you know. You mentioned something else earlier. You said you know that when you're talking about be tob technology companies, which is a lot of the folks listening to this are representing a Bob Tech Company, the volume that you're playing with is just drastically lower than if you were working with the BBC brand. So what are the things that that you've done or that you guys do it at your agency to really make sure that you're capitalizing on, you know, the low amount of volume 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 that we work with they have a very specific...

...target. It's mid to large cap companies. The word enterprise is used a lot. You want to target enterprise companies. That's where the big deals are. The thing is, people don't search for enterprise cyber security. Yeah, they searched for cybersecurity solutions. They don't search for enterprise networking solutions. They search for networking solutions. So that volume of people who actually do search that is in the double digits. And so we don't have the luxury that a BTC on consumer companies do, where there are tens of hundreds of millions of cliques and Impressions Interactions Daily that we can 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 combination to increase our conversion rates when we have...

...that kind of that volume. But with 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 those optimizations. So starting from the beginning with content and landing pages that are aligned to 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 one piece of content. Put it up to everything. My advice will always be all right. So for that really broad term network solutions, we don't want to target it with that. They now let's just test it. I'll tell you from the beginning it's going to eat up the whole budget. It's going to and it's not going to work. We need to have a landing page specific to that term if we really want to go after something that's going to be 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 chew on, a lot to think about. Is there anything else related to this idea of mapping content to keyword intent that...

...you think listeners should know before I let you go today? I think we covered a lot of it. It's really about ensuring that the user experience is seamless and it makes sense. In user searches for something, what are they searching for? Let's put that in our put that their landing page and let's put that in the asset that we're actually delivering at the end. That is the user journey. It's going to establish 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 going the 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 that extra 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 or they want to stay connected with you. What's the best way for them to go 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 need if 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 to feature 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 really popular websites. So head over to sweet fish Mediacom slash questions and sign up today. Thank you so much for listening. Until next done.

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