749: How to Marry Content Marketing & Paid Advertising w/ Keren Kang

ABOUT THIS EPISODE

In this episode we talk to Keren Kang, CEO at Plattr.

Also in this episode, an exclusive promo code for B2B Growth listeners to get 50% off tickets to the upcoming #FlipMyFunnel ConferenceB2BGROWTH

Click here to connect with this guest on LinkedIn.

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 fish Mediacom. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vander truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the cohosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attend to take over the world. Just getting well? Maybe let's get into the show. Welcome back to the BDB growth show. We're here today with Karen Kang, CEO at Platter. Karen, how you doing today? I'm doing great. Thank you, Logan. That is great to hear. We are really excited to have you on the show today. Karen, interested to talk about this concept of content marketing no longer being an option when you are a content agency yourself. Really intrigued as we were going back and forth over email talking about this idea. But before we jump into that and you unpack some of this, these things in the changing landscape that you guys have been seeing, Karen, why don't you take a second to share with us what you and the team at Platter Up to these days? Absolutely I thank you for that. So we've been in business for the last seven years. For the...

...primarily those seven years we're really invested in creating our own internal media properties. We didn't start seven years ago ever thinking that we would ever open up an agency arm and yet here we are and we've been creating, you know, giant you know, multimillion audiences that that have in all kinds of various niche and interests, including survival proper space, the diy home improvement space and even makeup to turtles as one of our internal properties as well. So we've created about a hundred and fifty of these internal properties, seven of which have gone on to hit the millions and hit it really big that we're focusing on. But what we've done then, kind of stumbled into, is create this system that we were able to replicate across any industry, that is, to drive traffic, to be friends with Google, to do complete white hat tricks so that you're created being a sustainable source of organically generation and, of course, traffic acquisition. So kind of stumbled into that by accident and realize that we're really, really good at it, and that's when people started asking us to create what we've done for ourselves for them, for their businesses, because it is a lot of work, right. It takes a lot of time and resource and, of course, a lot of money. So we for the longest time had to say no because we frank quite think it did not have the infrastructure to do a really good job, and it wasn't until a year and a half ago where we're we were ready to make that jump and start offering this is a service and since then it's been incredible growth. We have just under forty clients now producing all their content, managing their entire social and video as well as our organic ly generation and any sort of lead campaigns that they're doing on the organic side on Social Media Network. So that's where we are today. Yeah, and I've been hearing a lot on this topic of...

...how are you managing this changing landscape of balancing your organic reach with your paid acquisition as things are changing? You know, Dave Geerhardt and Joe Turnoff, we're talking about this on seeking wisdom or not seeking wisdom, coffee with the CMO. You know about how things have changed since, you know, hub spot first started their blog and just start putting out masses of content, of content, and it's not that simple anymore. The the landscape has definitely changed and one of the triggers you and I were talking about before we jumped onto this episode, Karen, was, you know, facebook's algorithm change. Tell us a little bit about how you guys saw that play out from your perspective a little bit. Absolutely and and you know, you kind of hit the nail on the head earlier saying that you just don't don't have another option but content marketing. Right, and I'll get into that in a second, but specifically your facebook question, there's a big algorithms chefts that happened in January of this year, and so the things that we were doing for our clients last year just simply did not work anymore. It became completely paid to play. Right. This is what the nature of. This is the world we live in now and advertising, and even for the pain players, the ones that spends, you know, thousands and thousands of dollars a day on their campaign today or finding it unstainable, it's becoming more expensive and it's becoming more rigid, it's definitely getting a lot of regulation and, of course, all the data that we used to have as advertisers, it's had, it has been dwindled down a little bit and we see that happening more and more, and so it's just a different playing field. Right, this is the more money that you're going to throw out it. That's the those are the ads that are going to be served and unfortunately, that that is the case. It's not a sustainable strategy on its own anymore. So here we are. You know we've been. We've been producing content specifically to drive organic traffic. Means...

...it's not free traffic, but we're not paying for it. Right, it's not free because we have it. We have a giant content say, making work that goes into it. Right, yeah, exactly. There's a lot of work going into that. But we're not paying for that traffic on top of our COP writing costs to produce that really good content. And so when you're parrying a strategy like your paid PPC campaigns, whether it's on facebook, whether it's on athlets, you kind of spike that growth with the PPC. But then when our strategy has been to, quote unquote, exit them through the gift shops, that to seek and that means to exit them into if they're coming in from one particular article or they're coming in from one type of lead magnet that you're that you're promoting, as as your paid campaign, then the next thing that we show them, after they do the action based upon your call to action, is very much congruent to where they came in from, exiting them through the gift shop, giving them and Putin continuously giving them more value in the form of content. Yeah, and so you mentioned some of the stringent nature of, you know, the pay to play world that's going on right now. What are some of the specific pit falls that that you've seen, you know, in companies or agencies that are trying to drive pure paid traffic? So as a problem with only driving paid traffic if you don't have any organic means is as soon as you stop spending that traffic is essentially falling off a cliff, right, and we've seen this time and time again. That's not going to change because if you stop spending money, you're not going to get any any more eyeballs onto your ads, right. So that in and of itself it tells you that it's not something that can be sustained, especially with rising advertising costs. Right. So that's probably the biggest reason why people have been reaching out to us for to drive organic traffic and really just to learn how we do it, because we teach it too. We don't just do it for you as an agency service. We have a course on that as well. So this is all part of just just man...

...the landscape has changed and here's how what you need to do in order to compete and, like I said, like you said earlier, it's not an option right. So what are the things, Karen, that you guys are doing to help your clients acquire organic leads? You know you mentioned you're teaching some some courses on this. You guys are helping people with this changing landscape. What are some of the things you guys are teaching folks? You know, I think a lot of our audience here, you to be marketers, would love to hear some of the the topics you guys are covering that you're helping your clients with. Absolutely and I think the biggest, the biggest kind of Aha moments that I get from from some students and some fellow clients is is that when we talk about the way that we are mobile first, everyone throws out mobile first, right, but in actual development, for some oddy reason for most companies, they always start desktop first, but it's designed for the for a computer screen, not a laptop or, I'm sorry, not for a phone, because if they are truly designing things for a mobile experience, which we all know as industry experts, that's where the is going right. If you don't have most of your traffic coming in from mobile today, you'll see that very soon. But the thing is, mobile doesn't care about website design. Mobile doesn't care about you know how good your video is loading, because it's going to load in the way that the device allows it to load, and mobile is all about a one as soon as it goes on to a mobile phone, it's going to be one column and you want to make sure that you got your real estate above the fold is the most compelling real estate that you should be trying to get the action from. So if you're not designing your pages, your content, your whatever, your ads to be mobile friendly, to be completely optimized for that above the fold mobile screen, you are going to lose so much opportunity and you are leaving so much...

...money on the table and you don't know if your splitter, as you don't actually know what it's a campaign, is a feel because it just never really got a chance to thrive. So I always tell everyone coming in, you know, we you have to be thinking mobile first. So when I see things big mistakes like buttons below the fold or the call to action, you can't even see it until it's below the fold or if the logo is the low the fold, that those are are basic thing. So always be thinking above the fold and, of course, mobile. It's story time, and this growth story is about search engine marketing. Okay, so the story revolves around e sub, a project management SASS company specifically for subcontractors. Even though e sub had incredible customer attention, they struggled with growth. Being a niche service, they discovered that there was little demand expressed for their solutions within search engines. To take on this challenge, E sub hired directive consulting, the BB search marketing agency. After refining targeting, pre qualifying clicks with an add copy and developing custom landing pages, directive was able to increase e subs marketing qualified leads by seventy one percent while decreasing their costper lead by sixty five percent. I have a hunch that directive can get these kind of results from too, so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview. The other thing we were talking about, Karen, is you know the strategy that you have helped clients employ in marrying their content marketing and they're paid traffic strategy. You know you mentioned this concept of of walking them through the gift shop, you know, after that call to action order some of the other things that you guys have done to help people, you know, effectively marry their...

...their content strategy and their page strategy together. What a great question of so we do this for our internal brands all the time, and a lot of our clients that do a lot of direct response marketing we also follow a very similar strategy. So content is about building the height, it's about building communities, it's about building tribes. Right that that's the power that content provides. And so if you've got, let's say, a campaign coming up in a month, and let's say that campaign is for, I don't know, any commerce product, for a knife, because we saw a lot of knives at survival life. Yeah, so for the first two weeks before that camp that campaign is going live, guess what our audience is going to see exclusively, over and over and over get we're going to show them knives, we're going to show them how to sharpen knives using using nothing but a bag of drito's. We're going to show them, you know, all the knife flats by state and by the time we've completely warmed them up, from them up and on that Friday when we launched that knife campaign, it's they've seen nothing but knives, knives, nives, knives. Boom, here is the coolest knife on the freaking planet right here. This is what you need right now. Content build type and it builds up that that tribe around the around a specific interest, and so that's what we've be they being able to accomplish in some of the things that we do, to marry a content strategy that does drive organic traffic into something that turns into a paid campaign. Yeah, so using using the content to to prep your audience for the paid advertising that's coming. You know, I think that that timing is pretty crucial because, you know, you flip those and it doesn't have the same effect. Right. That timing is very crucial to using those two strategies together and writing. The other thing we talked about before hand, Karen, was you know, if you're using these sorts of strategies to to effectively use content marketing at the same time...

...as your paid advertising, you end up owning an audience. Tell us a little bit about, you know, some of the ways that you've seen your clients be able to effectively get to that point. Absolutely. So, while we're building up these PPC campaigns, we also, of course, build up their organic traffic in general and of course we every single one of our our sites has the Pixel attached to it it both on facebook and and add words, and so that alone, you know you've got your pixeled audience that you're then able to buy more effective traffic to, whether it's in form of a retargeting add or a look alike audience. Right, those are the audience, as you that are created. But aside from the social networks, right, just talking about your own property, your website. You'RE DUB DUB DUB DOT my companycom. That is your audience and unless you don't pay for your go daddy bill one day and you're a website goes down, nobody can kind of shut that down or take that away from you, unless, of course, you start doing a bunch of black heat of CEO tricks and then Google doesn't like you anymore. Right, but why do that? Let's not do that. So definitely it's not something that you can get shut down for. Like, I have a lot of clients that are that are great. You know, they use Amazon as a channel and that's their number one form of commerce. But, oh my gosh, I don't know if I'm talking to any Amazon vendors here today, but but it's so common to hear about how Amazon will just shut you down and with arbitrarily. They won't really and getting your count back is always been a pain. Right. So it's one of those things where do you want to put all of your eggs in someone else's basket, hmm are, and our answer to that was very big, resounding no, and so our decision to go into content for that that sole reason, is strong enough and worth the investment that we've put in for the last seven years. Right, right, and you know, I think you make a really good point in you know, you've got to take these this two pronged...

...approach of, you know, content and you're paid to play efforts, because you can't just rely on content like like you did in yours past. But if you're paying to play, there's always going to be this opportunity that the Fossa gets shut off. So keeping your efforts double down in in both places. I think is a topic that's top of mine for a lot of marketers out there. If folks want to stay connected with you, Karen, learn more about some of the strategies that you guys have employed to effectively, you know, marry these two marketing efforts together. What's the best way for them to connect with you, follow you, reach out to you? Awesome. So, yeah, our website is Dev dot platter and it's spelled Platt arecom, and my email address you can read. Write to me directly. I'm a big content marketing and social media nerd. I love talking about it, so write to me. I want to hear about it. My email address is Karen and it's spelled again a little weird like. This is a recurring theme with us. And My name is Phil Kae or e and at plattercom and that's spelled Platt rcom all more time. Awesome. Well, Karen, this has been a great chat. Love here in your thoughts on how folks can effectively work on both sides of the House as their approaching their marketing efforts. For All of our folks out there interested in everything account base marketing, we have yet again this year, our friends over at flip my funnel putting on a great conference. It is not too far away, August eight in Boston and for our BB growth listeners. We want to make sure if you haven't been catching it over the last week or two, we have a Promo code for you guys to use to get fifty percent off your tickets to the flip my funnel conference again August eight in Boston. If you go to flip my funnelcom the two thousand and eighteen conference link, when you go to get your tickets, use the Promo code be to be growth. That's just like our show. Name the letter be, the number to the letter be growth.

Nos, no spaces. Just put that in in the Promo Code Field and make sure you get fifty percent off. We're looking forward to connecting with a lot of our prior guests and a lot of our audience. They're talking to everything account base, marketing and everything be to be sales and marketing at the flip my funnel conference. So go get those tickets, use that Promo Code and see you in Boston. There are lots of ways to build a community and we've chosen to build the bed growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations would likeminded people will talk business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a be tob growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time,.

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